Course Outline:

Hour 1

• Purpose and benefits of the marketing plan and marketing knowledge
• Market analysis process and where to find market information
• Choosing a practice location and establishing credibility
• Explanation of the differences between internal and external environments
• Definitions and examples of practice strengths, weaknesses, opportunities, and threats
• How to deal with business threats
• Why pricing should not be used to differentiation one practice from another
• The importance of and strategies to differentiation and competitive analysis

Hour 2

• Different marketing channels and when they should be used
• Explanation of the purpose and importance of marketing products
• Creation of brochures and business cards as well as the use of promotional products
• Review the impact of first impressions in marketing
• Review different marketing strategies available to massage therapists
• Appropriate timing and advantages of these strategies
• Explanation of how online marketing can impact a massage practice
• Websites, email, and social networking

Hour 3

• Importance of referrals and how to incentivize this marketing channel
• Review different strategies to promote client retention
• Explanation of the effect the marketing plan can have on a massage practice and the importance of implementation
• Marketing themes including values and mission statements
• Marketing as a recurring business expense
• Explain the definition and process of completing a cost benefit analysis on a marketing strategy
• Client value, repeat clients, and number of client visits as benefits of a strategy

Hour 4

• Real world examples of marketing analysis used to make marketing decisions
• How the marketing budget should be used and reviewed
• Mediums of in person impressions including the introduction, elevator speech, attire, confidence, and nonverbal communication
• Benefits of creating a business network
• Process of following up with a business contact
• Importance of keeping up to date with your network