a community of practitioners

Marketing to the black community

I live in a racially diverse community, and have been asked to man a booth at the Black Family Reunion. This is the 2nd year that I have participated, last year, I was 2 days away from taking my Nat'l Certification test and was mid-way though my Jin Shin Do acupressure classes. This year, I am a licensed MT and am registered in JSD. I would love to be able to market my skills to the Black community, using materials and research strictly for them and dealing with their concerns. I should also add that I am a white MT. I started researching simple things like, the percentage of blacks using massage therapy or why don't they use it and am finding it hard to get answers.
I have found out what Dr. Oz says about the use of massage on Oprah's show but not what Oprah says.
Any ideas?

Replies to This Discussion

Permalink Reply by Las Vegas Massage In Summerlin on August 18, 2010 at 10:44am

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Hi Pam!

The biggest tip I can give you at this moment is to get other African Americans (I'm assuming you're in the United States) to promote you. How? Testimonials and referrals.

If you already have several clients or just those that really like your massage, get them to write you up testimonials and put them on your website. Offer discounts to current clients who refer you to others they know who would want a massage. Get your current clients to refer you via word of mouth. Marketing and advertising will also be much more effective when someone else is promoting you than if you are promoting yourself.

Here's an example: I'm currently working the target market of golfers. I have several friends who are Hawaiian and belong to the Las Vegas Hawaiian Golf Club. I obtained them as clients, then asked them to recommend me when appropriate. I've been present when this has occured and it's amazing. Here's a scenerio: Sal has stiffness in his lower back and it's affecting his golf swing. He comments about this to us, either on the golf course or at the 19th hole. Mr. Yamada speaks up and recommends me to work on him. I can just see it in Sals eyes: "Oh, Kris works on Ray? (Mr. Yamada.) He must be trustworthy and do a good job." Can you see how this gets you instant credibility?

It sounds like you already have your foot in the door, and research is great! Now, if I were you and didn't have any clients from this target market, I'd really focus on some prospective clients who really enjoy your massage service. You'll know them; they will be the ones who comment on how great your service is, or initiate small talk with you. Then, you have to take the initiative and ASK them for a testimonial. ASK them to refer their friends to you.

Another tactic I use, especially within a group of people, is to find the leader. Find someone in the group who's the most respected, or, is the boss. As in the example above, Mr. Yamada used to be the president of this association for several years and is well liked and respected. So, when he recommends me, people listen. These recommendations are very powerful. As in my case, I'm a man asking other men to allow me to work on them. Many are very sexist, or just not knowledgeable in regards to the benefits of massage. So, I promote and talk about how massage can improve their golf game (handicap) and the physical benefits of massage; more orthopedic massage or medical massage, not soothing relaxing massage. So, with a powerful recommentation by a respected collegue and my very specific comments to what it is they really want, this quickly breaks down the barriers.

So, if I were you, this is what I'd work on, first. (What I mention above.) If you'd like more in-depth information on how to market and advertise to specific target markets I can assist with this as well. But, one step at a time ;)

Sound good?

Kris

Permalink Reply by Daniel Cohen on September 25, 2010 at 7:55pm

Kris states it very well. Are you setting up a chair or table at the booth? How about a drawing for a free session later? If there are community organizations that run silent auctions you might donate two sessions. I say two so you spread the word. Make sure brochures and cards are available explaining your services. The big step is getting those first clients to generate referrals.

Good Luck!