The competition among licensed massage therapist is, let's say, stiff. The American Massage Therapy Association estimates that there are 320,000 therapists competing to perform 160,000,000 massages for a share of $12-billion dollars in business. And, the marketplace is predicted to tighten-up further. The U.S. Department of Labor expects that the number of massage therapists will increase 20 percent from 2010 to 2020, faster than average for all occupations. Dick Schweppe, owner of Massage Envy in Portland, Maine, muscled his way ahead of his competition by using targeted, effective radio advertising.
Radio Allows A Message To Be Laser Beamed To Potential Customers
"Radio does a number of things," Dick said, "that can't be accomplished in other media. For instance, it helps us to focus directly on our target market...our most likely, potential customer. If we want to reach men we can advertise on one station. If we want to reach women of a certain age we can go another so we can really laser-beam our message directly on the people we want to focus on."
Radio Successfully Communicates Special Marketing Opportunities
Consider the facts: women receive 70% of all massages. The number one reason given for getting a massage is relaxation or pampering. That makes massage a perfect gift for moms, wives, and girlfriends. This fact is not lost on Dick Schweppe who infuses radio into its regular holiday advertising. "For instance," Dick says, "last year we sold more than $36,000 worth of gift cards during the two weeks before Christmas." Listen to Massage Envy's 2012 holiday commercial:
Dick says he would not want to stop advertising on radio. "When we want to get out a specific message to specific people," Dick says, "radio is the go to for us."
All type of Maine small businesses utilize radio to fulfill their marketing priorities. To see how they do it, we recommend the following articles:
- W.H. Demmons: Maine Small Business Makes Radio Ads A Member of The Sales Team
- Risbara's Greenhouse: Owner's Voice On The Radio Grows Business For Maine Garden Center
- Dunbar Water: Effective Small Business Advertising: Consistency is Critical
- Cathy Manchester Team Keller-Williams: Local Real Estate Agent Doubles Sales Using Radio Advertising
- MJ Storey: Radio Helps Maine Landscaping Company Grow 45% in One Year
Read our article about combining radio and social media for a chance to win a $50 Target Gift Card. Click on link below:
This week in radio history:
Profile America — Sunday, September 1st. "News is coming up next." Such words are familiar to many of us, as Americans catch up on what's happening around the world by listening to radio newscasts at home, at work, on their computers and in the car. One of the first daily news programs on the young medium started on this date in 1922. It was called "The Radio Digest," and was hosted by George Thompson over WBAY in New York City. At the time, there were just 30 radio stations in the entire U.S., and only 60,000 homes had receivers. Now, radio is part of the everyday routine of most Americans. Across the nation, there are more than 14,400 stations, and the average home has eight radios. You can find more facts about America's people, places and economy from the American Community Survey at www.census.gov.