My 'Tester's Circle'

[Allyson]

August is a horribly slow month for me, so I came up with this idea, test marketed it to a very small group of clients, and got such a good response that I'm ready to send it to about 100 more letters.

I'd really like to introduce a number of new services beginning around October, but before I introduce anything to my clients, I like to feel comfortble with my skill and knowledge. Thus, I need to practice, adjust, practice, adjust, and practice and adjust some more.

So what I did was to created a 'Tester's Circle', which is a select group of clients whom I will call upon to come in and let me practice on them. This serves as an advaneforum.xxxe for all involved. I get all the warm bodies I need, and they get to increase the number of massges they receive, and at no cost. I need to practice new techniques and new services anyway, and this is a way to do it and create good will at the same time.

In order to join the 'Tester's Circle', they needed to schedule 2 one hour massages at full price, pay for both upfront, and come in for their 2 appointments between August 1 and Sept 4th.

I sent out 17 letters via postal mail just to see if this was as good an idea as I thought it might be, describing the program and the benefits of joining, and what they had to do to beome part of the group. Would you believe that out of 17 letters sent, I got 5 requests to join, and was able to schedule 10 more massages at full price during August. And all that from sending out 17 letters!

I'm going to send out the next 100 or so in about 2 weeks so that I'll be able to make sure that my appointment book is full at a time when everyone is so busy with the start of school and getting back to a more regular routine that they neglect to make time for a massage.

There are a bunch more details to the club and a bunch more benefits, and if anyone is interested, I'd be happy to share them.

I think I hit upon a really good idea here, and I just wanted to share it.

Meryl

 

[~Dumb Blonde~]

That sounds like a really good idea!

In the past I've just offered discounted services when practicing/tweaking a new modality. For example, I was giving a full body hot stone for $30.

 

[Talon]

Sounds interesting meryl. I have done similar in the past for refining technique, but never asked for 2hrs of booking up front. I have a few die-hard regulars that are always willing to jump on the table for some free time, and are usually paying 1-2 sessions per month anyway. I usually send out an email to a select list saying that I have a limited number of practice time slots available for free sessions, only availabe to current active clients, for "the following... " types of work. First come first served. I follow up with emails as times and session types are booked. E.g "Monday 3:00PM = Booked for the Acupressure Session The following times and seessions are still open... "

I'm curious as to what your ratio of booked/paid to free session time is, and how you word your letter.

The free sessions so fsr have earned about a 2:1 paid referral to free hour, so I really haven't lost anything, and kept busy and practiced.

Darren

 

[chrissyaquarius1979]

That is a great idea, Meryl!

 

[katty94]

I've done that too - also with great success. I also have membership levels for additional discounts and benefits.

 

[wikipedia]

I'd be interested in hearing the details on your program. It sounds like a fantastic idea!

 

[ILLMW]

Darren and All,

I don't know what the ratio is, because although the massages have been scheduled, the membership benefit don't begin until 8/25, and they last 6 months. I'll let you know as time goes on.

I'm glad I only sent out 17 to begin with, because I need to make some changes. I realized after I sent them out that the 2 membership massages will be had by the first week in September, but they'll have 5 more months of membership and benefits without scheduling another massage if they don't want to. I made it a 6 month program, with benefits running till the end of February. When I wrote it all up, my main focus was to bring in clients in the month of August, but I think, as far as scheduling further appointments goes, I should have looked past August more in depth. I think I was thinking that since I was only sending them to my good clients, they would continue to schedule massages even though now they were getting some through the Tester's Circle.

I'm not sure about this though, and I think I might change something, and add that in order to keep their membership going, they need to schedule one massage a month from November thru February, which would make 1 paid massage every month for 6 months. And each massage would be eligable for an extra 15 minutes added on, because it would be purchased at regular price (see list of benefits below). I have to think more about this. Any insight would be appreciated.

Below is my cover letter. The first 7 lines are in large type and centered on the page to catch attention:

Want To Bring More Massage Into Your Life?
Try This Innovative New Approach
ANNOUNCING…
THE PAMPER YOURSELF SILLY
TESTER’S CIRCLE
For 25 Clients
Who Just Can’t Get Enough Massage

A Special Invitation You Won’t Want To Pass Up…

Dear ______,

I’d like to invite you to join our group of 25 adventurous clients who would like the opportunity to sample my new treatments, enhancements, techniques and products, free of charge, before they’re offered to the general public. What a great way to increase the amount of massages you receive, and add to the variety of your treatments, don’t you think?

Join today and you’ll be part of the exclusive group I call upon when in need of eager, warm bodies on which to work while refining my new skills, and you’ll be well compensated for your time and feedback.

Take a few moments right now and read on to find out about how this innovative new program works, what the benefits are, and just what you need to do to join the Tester’s Circle, and take advaneforum.xxxe of all that’s being offered to the first 25 clients responding. You’ll be glad you did!!

In gentle care and thanks,

Meryl

Then I go on to explain the program in detail. The first thing I cover is how the program works. Then I list the benefits. I end by telling them exactly what they have to do to join.

I have 6 benefits at the moment:
Automatic entry into Tester's Circle monthy drawing for a free massage
A sampling of new products to take home and try
A 10% discount on all retail products
An exra 15 minutes added on to all 1 hour massages purchased at regular price
Notification of new benefits as they are added through the coming months
An invitation to the Tester's Circle Luncheon in February

I'm a real Biotone fan, and will be taking on some of their retail line (a big step and a real investment for me), and thought this was a great way to promote it.

If you'd like, I would be happy to email you my entire letter so you can see how I've covered everything. Just let me know if you're interested.

Hargrcha, I'd love to hear about your membership levels and such.

Meryl

 

[LoveYa!]

Sounds like an interesting concept, and hopefully a successful one for you as well !

Just curious to know how long you've been practicing & if you may have gone to Health Choices in NJ for your training...Thats where I trained originally myself, 17 years ago !

Deborah/Riversinger