How would you do this?

29 replies
I have a friend (more like an acquaintance, really) who is a recent grad with a certification as a massage therapist.

She wants to specialize in providing massages for corporate offices. Basically, she'd come in once a week to provide massages (neck massages - she has some special chair to use, I think) for the employees.

How could she get this off the ground? How can she market it? She's brand new, so she has no existing client base.

Or is this not a good market? Too restricted? Not realistic?
  • Profile picture of the author Jason Kanigan
    So this is a luxury people don't know they need until they've tried it, like Starbucks coffee.

    The key is to get people to try it so they get "addicted" and start rationalizing that, Yes, this is indeed something that is part of their life.

    I don't know how well she will be received going into businesses. I would go in (without the chair) and ask to speak with the HR manager or owner/CEO. Tell them the service being offered. Rationale is it's good for productivity, relaxed employees perform better, and so on.

    Here's where the hurdle might be: legal issues and time/productivity issues caused by her visitation and the service.

    When does she do it? Lunchtime? After hours? This restricts revenue-generation time, doesn't it. You can only help so many people in an hour. So how much money can she really make?

    What if someone falls off the table? What the Workers Comp rules here? She probably has to have some kind of insurance...which she might need to have just to be doing what she's doing, regardless of location.

    These could be issues in my imagination only, though. The only way to find out is to check.

    So anyway, the first time through is free or $5 (prove they'd pay for the service, and I know you can get more than $1 for this trial), say 10 minutes so she can give a trial to 4 or 5 people realistically in that hour. The idea is to get people to experience the service, and then start telling themselves they deserve this, it's their reward, they are supposed to have it, etc. Maybe they'll even start talking about it with other employees.

    My impression is that a coupon or handout left at the front desk will result in a ho-hum response. People will think, "That's nice," but they won't take action. If she's physically there, and they can try for free, then there's a chance.

    Qualified traffic is the key issue here. I've seen masseuses try to run their business in a bay at the front of Walmart and no, it never works. The bay is empty and looking for a new renter in a few months.
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  • Profile picture of the author RR151
    Maybe qualify the business before talking to them.

    You are looking for a company that is forward thinking and recognizes the need for employee perks.

    Google and Yahoo are at the top of the list with one the best perks packages. These companies not only recognize the need for massage therapy but they expect you to get loosen up throughout the day.

    Here is a list of the top 14 businesses that have employee perks...RR

    14 Companies with Incredible Employee Perks - Salary.com
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  • Profile picture of the author RR151
    Ernst and Young are one of the companies on this list...you should have a local E&Y...

    Next to find these companies check out the jobs listings in your area. Phone these companies and ask for more information like if they have a employee perks package? They will take your call as they are looking to hire someone...They might even have the perks listed in the job description...RR
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    • Profile picture of the author Robscom
      Originally Posted by RR151 View Post

      Ernst and Young are one of the companies on this list...you should have a local E&Y...

      Next to find these companies check out the jobs listings in your area. Phone these companies and ask for more information like if they have a employee perks package? They will take your call as they are looking to hire someone...They might even have the perks listed in the job description...RR
      I love that idea.
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  • Profile picture of the author RR151
    Hope that helps...RR

    Remember, you need to follow up...

    As follow up to the phone call maybe a direct mail campaign of 3 to 5 letters that explains the value of massage therapy. Only one concept per letter..Add a biz card with a custom coupon on the back of the citation biz card inviting the HR person to the massage therapy experience.
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  • Profile picture of the author DABK
    Me, I would alter the approach?

    Mr. Business Owner, wanna look good in your employees' eyes and increase productivity? Offer them a discount on neck massages. Costs you nothing but the effort of handing out my coupons. I am offering this to only 5 business because the discount is steep. I am doing this to earn new business but, obviously, I can't do all massages for this low price.

    Anyway, the coupons will clearly show that the discount is due to you and, of course, there's no other way to get it than through the coupons I make for you.
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  • Profile picture of the author RR151
    Another tactic might be the year end bonus biz card that states that you have unlimited neck massages within a specific time frame and your friend's citation is on the other side of the Biz Card.

    You can add restrictions if desired. The idea is that the company buys the neck massage for $XX.00 from your friend then the business gives them out as a part of the employee's year end bonus...or as a customer perk...RR

    The only sample that I have is an unlimited car wash but the concept is the same...This is very cheap to implement and can be sold to the small business owner as an unique bonus for the employee and/or customer. Also, it is kinda a foot in the door strategy that costs just 10 to 20 bucks

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  • Profile picture of the author Robscom
    Thank you so much for all of the suggestions. I will pass them along to her.
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  • Profile picture of the author socialentry
    Don't know if it helps you but for high stress positions, corporate insurance @ some employers actually covers massage in Quebec.

    E.g. certain banking call centre, it's hidden in the fine prints and they don't tell the reps for some reason but if they call insurance, they'll confirm. I know that Desjardins insurance covers it for their employees.
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  • Profile picture of the author Robscom
    I know that there are companies in CA who have massage therapists come in once a week or so as a perk, but I don't know if that kind of thing would fly elsewhere.
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    • Profile picture of the author DABK
      It might have to do with the type and size of business. I've been involved with several businesses in the last few years. Small ones, 10 people or fewer present when every one is present. A therapist walking in with a chair would have stopped everything for the duration.

      Originally Posted by Robscom View Post

      I know that there are companies in CA who have massage therapists come in once a week or so as a perk, but I don't know if that kind of thing would fly elsewhere.
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      • Profile picture of the author Robscom
        Originally Posted by DABK View Post

        It might have to do with the type and size of business. I've been involved with several businesses in the last few years. Small ones, 10 people or fewer present when every one is present. A therapist walking in with a chair would have stopped everything for the duration.
        That's true. The ones I know of that have a massage therapist are pretty big companies, and they don't have hourly people, either. Everyone is salaried and they work long hours.
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  • Profile picture of the author Kay King
    explains the value of massage therapy
    Wrong approach in my opinion.

    You aren't selling "massage therapy" - you are selling "more productive employees".

    The "special chair" is a problem to me. That would dictate having a separate location out of sight or it could distract other employees and no employer wants that.

    It's the sort of perk that suits high end businesses or companies that struggle to keep highly technical or otherwise skilled employees. Those are the businesses to target. Companies that have no problem replacing employees are unlikely to add perks in my experience.
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    • Profile picture of the author Robscom
      Originally Posted by Kay King View Post

      Wrong approach in my opinion.

      You aren't selling "massage therapy" - you are selling "more productive employees".

      The "special chair" is a problem to me. That would dictate having a separate location out of sight or it could distract other employees and no employer wants that.

      It's the sort of perk that suits high end businesses or companies that struggle to keep highly technical or otherwise skilled employees. Those are the businesses to target. Companies that have no problem replacing employees are unlikely to add perks in my experience.
      I don't know if it's a special chair or something she slips onto the edge of a table. (I think she has both, now that I think about it.)

      You bring up a good point. This isn't something for lower-end, high-turnover businesses. It would be a perk for a company wanting to retain top talent.
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  • Profile picture of the author kenmichaels
    Originally Posted by Robscom View Post

    I have a friend (more like an acquaintance, really) who is a recent grad with a certification as a massage therapist.

    She wants to specialize in providing massages for corporate offices. Basically, she'd come in once a week to provide massages (neck massages - she has some special chair to use, I think) for the employees.

    How could she get this off the ground? How can she market it? She's brand new, so she has no existing client base.

    Or is this not a good market? Too restricted? Not realistic?
    I know a lady who makes about 140k a year doing event massages.
    The 140k is assuming she told me the truth. She is not a friend or a client.

    I play pool at large tournaments, there are usually two to three thousand
    people at these things.

    She breaks out the chair and charges something like $20.00 for 5 minutes
    and 50.00 for 20 minutes... something along those lines.

    Since I kept seeing her, I asked her about it and she told me that
    she gives the event holder money to be there and then money per massage.
    She also said, it takes about 45 minutes to an hour before
    anyone ever gets in the chair .... but once one person does, then
    people just start lining up and she stays busy.

    She also said .... the events are nothing more then a lead gen.
    If she doesn't get weird vibe from who she is giving the massage to
    she pitches them a in home weekly/monthly massage.

    Anyway ... not corporate but maybe that info will spark an idea.
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    • Profile picture of the author Robscom
      Originally Posted by kenmichaels View Post

      She also said, it takes about 45 minutes to an hour before
      anyone ever gets in the chair .... but once one person does, then
      people just start lining up and she stays busy.
      She should give you a free massage if you'd get in the chair right away.

      This is a really good idea. I will pass it along to my acquaintance. Thank you.
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    • Profile picture of the author RR151
      Originally Posted by kenmichaels View Post

      She also said .... the events are nothing more then a lead gen. If she doesn't get weird vibe from who she is giving the massage to
      she pitches them a in home weekly/monthly massage.

      Anyway ... not corporate but maybe that info will spark an idea.
      I am a big fan of using the biz card as a promotional tool. So on the front it is your citation with name, website and contact information.

      On the back is a dynamic QR Code with full color graphic that links to special deals with text instructions like: "To get a special deal scan the QR Code."

      With the dynamic QR Code printed on the back of the biz card you control the specials you offer. This is the perfect event advertising tool that costs maybe 20 bucks to print for 500 cards.

      Anyway the point being you need an advertising tool that people hang on to and the biz card fits that perfectly. It is better than a flyer and/or brochure because it fits into a pocket and/or a wallet...Just a thought, RR
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      People buy when THEY are ready to buy, NOT when you are ready to sell. Steve Rosenbaum

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  • Profile picture of the author dshipman
    I don't have much to add, but about 20 years ago I worked for a software company in San Francisco that had massage people come in with their special chairs with the "face donuts" and gave us all massages once a month or so. It was awesome.
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  • Profile picture of the author SEO Pearl
    Starting a corporate chair massage business can be a smart idea, for lots of reasons. It would be really worked if she can start especially in more metropolitan areas. So, choose the right place.

    Start up the blog about your niche is more energetic to your business. First impressions are critical, Part some corporate events, attend some wellness programs to build more clients.

    Use your personal contacts and build your social Networks like Facebook,Twitter... Make some Ads through it.

    Make some interesting videos and worthy contents about the benefits of massage therapy and keep sharing through your blog/site or Social Media.
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  • Profile picture of the author lchisnall
    Marketing & Branding herself on Facebook is where I suggest to start. Create a Facebook page and optimize it properly. I can make suggestions for this. Have any clients leave her a review on the page. Once this is done, start running Paid Facebook Ads to it. It is not as expensive as many think if done properly. Using Social Media and putting herself everywhere. Social Media is the way to go and she can start Free.
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  • Profile picture of the author Robscom
    Thank you for all of your replies. Seriously, you guys were great.

    Unfortunately, my friend/acquaintance has decided this market is "too hard to get into" and has decided to pursue an "easier" market.

    She literally called on two businesses. Two. In total. Over the course of 2 weeks.
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    • Profile picture of the author RR151
      Originally Posted by Robscom View Post

      Thank you for all of your replies. Seriously, you guys were great.

      Unfortunately, my friend/acquaintance has decided this market is "too hard to get into" and has decided to pursue an "easier" market.

      She literally called on two businesses. Two. In total. Over the course of 2 weeks.
      Just wondering what market would be easier? Trying just 2 is not really trying is it? RR
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      People buy when THEY are ready to buy, NOT when you are ready to sell. Steve Rosenbaum

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      • Profile picture of the author Robscom
        Originally Posted by RR151 View Post

        Just wondering what market would be easier? Trying just 2 is not really trying is it? RR
        No, it's not. I've washed my hands of it. She wants to sit back and let clients throw money at her, and that's not going to happen.

        She says she's going to set up a room in an existing yoga (I think - or it might be pilates?) studio.

        The problem is that she has already said the studio is struggling so she's "getting a really good deal" on the room.

        Of course they are giving her a deal -- they have no clients! Ugh. But she has the idea that if they are both there, they can bring in a flood of clients. Somehow. I dunno.

        I wished her luck and said (nicely) she's on her own. I've passed along as much advice as I could.
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  • Profile picture of the author RR151
    I think she is really missing out by not listening to you Robscom...My #9 post just needs 20 bucks to print biz cards and 5 bucks over at fiverr to design...and she can use it in her current plan.

    If she is scarred with the unlimited neck massages then limit it to a specific number. 5 neck massages for $100.00 and the first client is the local Yoga biz owner who buys the neck massage biz card for maybe $75.00 each or better yet she trades room rent for biz cards...RR
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    Tell me and I forget. Teach me and I remember. Involve me and I learn. Benjamin Franklin
    People buy when THEY are ready to buy, NOT when you are ready to sell. Steve Rosenbaum

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    • Profile picture of the author Robscom
      Originally Posted by RR151 View Post

      I think she is really missing out by not listening to you Robscom...My #9 post just needs 20 bucks to print biz cards and 5 bucks over at fiverr to design...and she can use it in her current plan.

      If she is scarred with the unlimited neck massages then limit it to a specific number. 5 neck massages for $100.00 and the first client is the local Yoga biz owner who buys the neck massage biz card for maybe $75.00 each or better yet she trades room rent for biz cards...RR
      I think it's a great idea.

      Unfortunately, she seems to be the type that stops the minute something isn't easy.

      She's got a long road ahead of her. Very long.
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  • Profile picture of the author RR151
    Sorry to hear that...RR
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    • Profile picture of the author Robscom
      Originally Posted by RR151 View Post

      Sorry to hear that...RR
      Yeah. Me, too.

      If she were a close friend, I would be more persistent. As it stands, I think it's best to just let her wander on her own.
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  • Profile picture of the author Vikinghustler
    Too bad she quit so fast.

    My wife started with this 3 years ago, and there is solid money in this. Now I´m working part time as marketing"eeeexpert" :=)

    Big businesses, medium/small law/legal offices, architects, pr people, GOVERNMENT! omg..the government. They love corporate massage. Computer businesses etc etc.

    Once a week (7 hour on site) gives us a contract of about 1500$ a month. We pay the massage therapist 70-80% and we take 20-30%. The massage therapists are super happy for it, because these are high demand jobs. One of our employees (or we use freelancers rather..sign contracts with them and the companies) makes over 100k a year doing this, more than we make

    But it absolutely profitable and fun business.
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