Opinions on massage marketing...getting away from "relaxation"?

Replies to This Discussion

Permalink Reply by Travis Alligood on March 4, 2011 at 6:35am

Hi Lisa,

Sounds to me that you should move forward with you plan. You are right, this is her place of business and she should have that right to run it the way she wants to. So far as taking relaxation away from massage, I can not imagine that. I am an IC in a gym, so sweat pants is an option for me, if I worked in your place I would just out right ask what your dress code is. We are presenting ourselves to the public at outings / office and we want to make a good impression. Are you being to UPTIGHT ?

I think you are trying to find out what is appropiate for your business. My thoughts. Peace

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Permalink Reply by Amy - LMT & Licensed Esthetician on March 4, 2011 at 8:04am

Put your energies towards opening your own place, sooner then later.  I believe that the reason people need the "therapeutic" is because they weren't "relaxing" in the first place. 

Keep making your clients feeling "happy" & "pampering" them when they come out of your treatment room and business will continue to grow!

Clothing I feel is a personal decision that one size doesn't fit all.  I personally wouldn't wear sweat pants or jeans but that doesn't mean it won't work for someone else.

I provide body scrubs and polishes,  I am also a licensed esthetician so I do facials & waxing along with my massage.  Where I live there isn't a high demand for these services but I have the ability to offer when needed/wanted.

Take a class on spa treatments, all it is going to do is educate you in a manner that others in your area aren't.  Education never hurt anyone!

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Permalink Reply by Rick Rosen on March 4, 2011 at 9:04am

Lisa,

In our current culture, most people are living within an ongoing state of hyperarousal of the Sympathetic Nervous System. In the classes I teach, I've named this "Overstimulation Syndrome", or OSS. This is the cumulative effect of noise, traffic, cell phones, texting, computers, video games, TV, shopping malls, and the relentless bombardment of advertising messages. The phenomenon is so pervasive that most people are unaware of its existence -- or its destructive effects. OSS produces high levels of stress, which can affect physical, cognitive and emotional functioning. It could be considered a "cultural disease" that creates a multitude of symptoms -- including chronic pain, muscle tension and many of the related conditions that send people to massage therapists.

The antidote to OSS is a reduction in stimulation (downregulation of the Sympathetic N.S.), and an increase in activities that upregulate the Parasympathetic Nervous System. The approach is very straightforward: quiet the system, and facilitate the Relaxation Response (to use the term coined by Herbert Benson, MD in his 1975 book of the same name). There are many different kind of activities that can produce this, but none are more effective than massage, applied in a conscious and intentional manner.

Beyond all the excellent methods within the field of massage therapy and bodywork for assessment and treatment of specific problems, the most important thing we can provide our clients is RELAXATION. This is highly therapeutic and probably the most needed aspect of our work. To downgrade this to "fluff-and-buff" status or to eliminate it altogether from the ways in which our work is promoted to the public is unwise.

Clinical treatment can be provided within a model that facilitates relaxation, internal quieting and an inward focus for the client. Let our therapeutic environments be sanctuaries of peace and repose, to allow clients to reconnect with their essential natures. That is where the healing begins -- not in how many trigger points can be pressed in an hour.

 

Rick Rosen, MA, LMBT
Founder and Co-director, Body Therapy Institute
Siler City, North Carolina
http://www.massage.net

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Permalink Reply by Alexei Levine on March 4, 2011 at 9:13am

I couldn't agree more with you Rick, I sometimes have to struggle to get some of my students to internalize this.

Rick Rosen said:

Lisa,

In our current culture, most people are living within an ongoing state of hyperarousal of the Sympathetic Nervous System. In the classes I teach, I've named this "Overstimulation Syndrome", or OSS. This is the cumulative effect of noise, traffic, cell phones, texting, computers, video games, TV, shopping malls, and the relentless bombardment of advertising messages. The phenomenon is so pervasive that most people are unaware of its existence -- or its destructive effects. OSS produces high levels of stress, which can affect physical, cognitive and emotional functioning. It could be considered a "cultural disease" that creates a multitude of symptoms -- including chronic pain, muscle tension and many of the related conditions that send people to massage therapists.

The antidote to OSS is a reduction in stimulation (downregulation of the Sympathetic N.S.), and an increase in activities that upregulate the Parasympathetic Nervous System. The approach is very straightforward: quiet the system, and facilitate the Relaxation Response (to use the term coined by Herbert Benson, MD in his 1976 book of the same name). There are many different kind of activities that can produce this, but none are more effective than massage, applied in a conscious and intentional manner.

Beyond all the excellent methods within the field of massage therapy and bodywork for assessment and treatment of specific problems, the most important thing we can provide our clients is RELAXATION. This is highly therapeutic and probably the most needed aspect of our work. To downgrade this to "fluff-and-buff" status or to eliminate it altogether from the ways in which our work is promoted to the public is unwise.

Clinical treatment can be provided within a model that facilitates relaxation, internal quieting and an inward focus for the client. Let our therapeutic environments be sanctuaries of peace and repose, to allow clients to reconnect with their essential natures. That is where the healing begins -- not in how many trigger points can be pressed in an hour.

 

Rick Rosen, MA, LMBT
Founder and Co-director, Body Therapy Institute
Siler City, North Carolina
http://www.massage.net

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Permalink Reply by Lisa on March 4, 2011 at 9:19am

Hi Lisa...just a few thoughts as I read your post:

 

You might want to educate the owner that Swedish massage IS relaxation, so to say she doesn't want to incorporate that in her business means she should take that part out. :) Not that I'm being serious, but maybe a point  needs to be made to her that any time you do a Swedish massage the intent is to relax the client.

 

Now when you say incorporating "spa" type massage treatments, I get a little confused. To me massage is massage. Things like body scrubs, wraps, facials, etc. are not massage. So the question you have to ask yourself is do you want to get away from actually doing massages? For some this is their path, for others it is not. However, it IS good business practice to have a couple of "accessory" businesses that can compliment your massage practice but also supplement your income. This way when one aspect of the business is slow, you still have one or two other aspects that may help keep the flow of money coming in. I have incorporated Scentsy into my massage practice as well as Intuitive Botanical which is my own creation of selling some very uniquely designed plants. For me, those 3 work in harmony. I've got my massage, a type of aromatherapy, and living plants. Down the road I'm also looking into selling some massage product, since I absolutely HATE having to buy everything online. (my own pet peeve)

 

As for clothing, I do believe it's to each his own. And how you dress WILL represent you immediately upon first contact with a new or potential client. You environment in which you work will also come into play in that. So for instance if you are in some 4 star spa, sweats would probably make you look VERY unprofessional. However if you're working in a room at the gym, sweats would fit in more. However, even with that said, I was taught in school, and still firmly believe that jeans are a NO for massage. And my reasoning is simple. Jeans are very restrictive in movement and flexibility. When your massaging you want to be free flowing and be able to move comfortably. Looser clothing allows for that more easily than jeans to...at least it was the last time I was able to get in a pair. :)

 

And finally...definitely...go for your dream. Learn what you like and don't like about this person's business as you are working there. That way you can take from it things that will help you be successful in your own business.

 

L

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Permalink Reply by Rajam K Roose on March 4, 2011 at 11:29am

I've had clients (hypertension, heart attack and stroke patients) come to me because their doctor prescribed massage to help them relax. Maybe when the owner gets some of those types of insurance claims, she'll change her mind!

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Permalink Reply by Lisa on March 4, 2011 at 12:37pm

Love the input! Thanks, everyone for your thoughts and advice. Really, the only thing standing between me and my own business is some start up money but I figure I can stay where I'm at for as long as I need. I get along with my boss and coworker just fine, I just have different taste for what I would do personally, so I will learn what I can and hopefully within the next 5 years we I will be doing my own thing. I have found atleast two new therapists have started up in my area so my current goal is to go get some massage and network with these people, I feel like networking and gaining trust with those in my field in this area couldn't hurt any, and maybe I could drum up a little extra work as fill-in for other business since I am not currently obligated to represent any one place (which is another bonus of where I am at, I am free, so my owner tells me, to massage anywhere, whereas it was discouraged to do any extra massage outside of the salon I previously worked for.

I do hope that "Owner" doesn't realistically think that she can separate relaxation from massage, that would be absurd, but marketing-wise it sounds as though she wants to steer from that particular word and, to me, why? You can use it with other words such a thereapeutic and it will not negate from the ultimate message. Oh, well, like I said, I can just keep my mouth shut and keep making plans while learning the ins and outs of running business.

BTW, the jeans and sweatpants thing just erks me a little, in my opinion in a professional office jeans are innapropriate and unless you are working in a fitness area like a gym sweatpants are also. I pesonally like scrubs because they are comfortable but I am fussy because I don't want to look "medical" so I stick with black pants that resemble slackes and blousy looking tops. There is no official dress code at work and the others tend to wear whatever and I often wonder what the clients think when they see it. Ultimately, there massages must do the talking because they do retain regulars but still, I do what I can to uphold my beliefs in professionality silently, I have no need to make waves while I am here.

 

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Permalink Reply by Lisa on March 4, 2011 at 12:52pm

.....also, I realize that some treatments are not "massage', but I wanted to somehow make package deals where one could incorporate these into their massage or get the services on their own. I think it would "fun" up my menu while adding real choices. Does anyone think that too many choices will be a burden or an advantage? I tend to think choices are more fun but I am aware that there are some that may be overwhelmed by too much information. I struggle with the line between simple and too much, I guess, lol. My main goal with the the scrubs and muds is to be able to offer these high end spa choices at an affordable price, meanwhile taking some of the stress off of my own body be doing a few things that are essentially easier for me and still pampering my people. (Currently, in my town the nearest true spa is well over 40 minutes away and is very pricey, we do have a salon or two that claims to be a "spa" but only offer man/pedis and maybe have a part-time MT) One thing my current employer really doesn't want is to expand her massage menu while I am eager to expand the heck out of it. I was told from the beginning when I asked about it that I can offer these treatments if I want but she does not want to participate so I would be on my own with marketing it.

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Permalink Reply by Lee Edelberg on March 5, 2011 at 12:19pm

Very well said,  Rick!

Rick Rosen said:

Lisa,

In our current culture, most people are living within an ongoing state of hyperarousal of the Sympathetic Nervous System. In the classes I teach, I've named this "Overstimulation Syndrome", or OSS. This is the cumulative effect of noise, traffic, cell phones, texting, computers, video games, TV, shopping malls, and the relentless bombardment of advertising messages. The phenomenon is so pervasive that most people are unaware of its existence -- or its destructive effects. OSS produces high levels of stress, which can affect physical, cognitive and emotional functioning. It could be considered a "cultural disease" that creates a multitude of symptoms -- including chronic pain, muscle tension and many of the related conditions that send people to massage therapists.

The antidote to OSS is a reduction in stimulation (downregulation of the Sympathetic N.S.), and an increase in activities that upregulate the Parasympathetic Nervous System. The approach is very straightforward: quiet the system, and facilitate the Relaxation Response (to use the term coined by Herbert Benson, MD in his 1975 book of the same name). There are many different kind of activities that can produce this, but none are more effective than massage, applied in a conscious and intentional manner.

Beyond all the excellent methods within the field of massage therapy and bodywork for assessment and treatment of specific problems, the most important thing we can provide our clients is RELAXATION. This is highly therapeutic and probably the most needed aspect of our work. To downgrade this to "fluff-and-buff" status or to eliminate it altogether from the ways in which our work is promoted to the public is unwise.

Clinical treatment can be provided within a model that facilitates relaxation, internal quieting and an inward focus for the client. Let our therapeutic environments be sanctuaries of peace and repose, to allow clients to reconnect with their essential natures. That is where the healing begins -- not in how many trigger points can be pressed in an hour.

 

Rick Rosen, MA, LMBT
Founder and Co-director, Body Therapy Institute
Siler City, North Carolina
http://www.massage.net

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Permalink Reply by Frank J on March 6, 2011 at 7:54am

i can see both sides of the situation but i can understand what the owner is saying. In her practice she doesn't want to be seen as  a spa (basically). She doesn't want people to think that is a place where I can go to get pampered. In a case like that she feels like she may miss out on her targeted clientele. It is like going to furniture store vs a mattress store when you are shopping for a mattress. You know the furniture store may have mattresses but if you go to mattress store where that is what the specialize in you are more likely to find what you are looking for. Also most people will not go to a spa if they have some type chronic pain or overuse problem. Also, to open your doors to a lil bit of everything doesn't hurt either. I think the word "relaxation" by her is really taken out of context. But I do believe that the phrase independent contrator is mis  used a lot in our profession. MTs are treated as employees with no taxes taken out of their pay. IC really dont work for the owner so they aren't obligated to come to work but that is another story.

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Permalink Reply by Lisa on March 6, 2011 at 6:02pm

Good point Frank J, I don't disrespect the owner of the place I am working, I am just trying to understand her without getting frustrated, I am kind of stuck working there for a while as I don't want to make my regulars follow me all over town while I switch locations every 6 months, lol. Also, you have made me think a little about business names which I need to take into account when thinking about names for my future business, I don't want to lose people who aren't interested in the pampering atmosphere by using a name that gives off the wrong impression but I also want people to know that you can get a good pampering if that's what you want. I guess I'm kind of speculating while venting. I can get something off my chest while learning what others think or suggest and what it is I need to know to make my own efforts worthwhile. I really want to be have an option menu that is diverse but not overwhelming. It's gonna be tough to figure that one out but I know my main advertising goal is to get the message across that massage isn't cookie cutter and "fluffy" and that it should be tailored to meet the individuals needs and goals and that you can get therapy for your chronic issues and feel pampered at the same time if that is what you want. I tend to think big before I have even accomplished the small so I know that I won't have this big fabulous business with all the clients I can possibly handle withoout a lot of planning and hard work so the sooner I start planning the better, right? I got a lot to learn, I do know that for sure! ;)

Frank J said:

i can see both sides of the situation but i can understand what the owner is saying. In her practice she doesn't want to be seen as  a spa (basically). She doesn't want people to think that is a place where I can go to get pampered. In a case like that she feels like she may miss out on her targeted clientele. It is like going to furniture store vs a mattress store when you are shopping for a mattress. You know the furniture store may have mattresses but if you go to mattress store where that is what the specialize in you are more likely to find what you are looking for. Also most people will not go to a spa if they have some type chronic pain or overuse problem. Also, to open your doors to a lil bit of everything doesn't hurt either. I think the word "relaxation" by her is really taken out of context. But I do believe that the phrase independent contrator is mis  used a lot in our profession. MTs are treated as employees with no taxes taken out of their pay. IC really dont work for the owner so they aren't obligated to come to work but that is another story.

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Permalink Reply by Sharon Seller on March 10, 2011 at 4:24pm

Initially when I started my business I also wanted to offer more spa type services i.e. body scrubs, etc.  I have learned that my clients do not want all that.  They will go for the foot scrubs and paraffin treatments.  I have several clients that love the Bellanina Facelift Massage.  But other than that, they just prefer a good old therapeutic massage. 

I offer a client rewards program giving the client a complimentary massage after their 6th session.  More often than not, that is when they will book the Bellanina.  And that is when they get hooked on it and will start booking it more regularly.  Same with foot scrubs and paraffin treatments.  I'll offer a complimentary treatment in a Valentine's Day promotion and find that clients will then book it as an add-on service.  Another spa-type service that is picking up for me is the dry body brushing.  Again, I'll offer it complimentary and find that clients will start requesting it with each massage. 

I believe clients enjoy the spa treatments but need massage.  In today's economy they can't always afford both so they stay with the tried and true therapeutic modalites. 

 

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