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Tag Archives for: Marketing

The Importance of Ethics in the Massage Profession

April 04, 2016 by Ariana Vincent, CEO of the Ariana Institute

The Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual is part of a series of massage manuals that are designed to help deepen the knowledge of current massage therapists and introduce new massage therapists to the world of massage and bodywork.

The Marketing and Practice Building for Massage Therapists Manual features topics that are also available as NCBTMB approved online CE courses through the Ariana Institute at www.arianainstitute.com/ce-online/, including:

  • Ethics
  • Marketing and Practice Building

Marketing_Practice_BuildingBookCoverPreview This manual is designed to help deepen the understanding of ethics and practice building for current massage therapists and introduce new, upcoming massage therapists to innovative and creative ways to create a successful, thriving massage practice.

Here’s a personal story about ethics featured in the Marketing and Practice Building for Massage Therapists Manual.

THE IMPORTANCE OF ETHICS IN THE MASSAGE PROFESSION

Misconceptions about massage therapists have been reduced due to the increased focus on ethics in the massage profession. This shift is the result of the many efforts from those outside of the massage community and those within it. National and local massage organizations and publications have contributed greatly to the recognition of the massage therapy profession as a viable and valuable form of health care. Codes of ethics have been created and ethics committees have been formed to inform and protect massage therapists and the public regarding the importance of ethics in the massage profession.

The rules and regulations of various state boards and licensing entities exemplify the efforts made to improve the standards of the massage therapy community. Influential politicians and members of law enforcement agencies on the national, state and local level have worked tirelessly to help move prostitution and human trafficking out from under the veil of massage therapy and rightfully expose and eradicate these illegal activities.

Contributions outside of those governing organizations include books and articles, and classes created by numerous massage therapists regarding the importance of ethical behavior in the massage community. Thousands of people nationwide have poured their hearts and souls into efforts to create, sustain, and encourage an ethical massage community and thus enhance the integrity and public perception of the massage profession as health care professionals.

Although large strides have been made, the effort is ongoing. Massage therapists hold a responsibility to practice their profession in ways that are ethical and moral and to encourage their colleagues to do the same. As values between work and self often overlap, I am reminded of the following quote, “A satisfying and balanced life occurs when your values are in sync with the way you lead your life and run your business. Your values are the major conscious and unconscious influences on the decisions you make throughout your life.” – The Ethics of Touch by Cherie Sohnen–Moe and Ben Benjamin.

Our goal is that the Ethics chapter in The Ariana Institute’s Marketing and Practice Building Manual contributes to a deepening of focus regarding the importance of maintaining an ethical perspective in the massage profession.

ABOUT THE AUTHOR – ARIANA VINCENT, LMT, MTI, BCTMB

Ariana Vincent was awarded the 2015 CE Provider of the Year Award by the Alliance for Massage Therapy Education. She is the CEO of the Ariana Institute and a Nationally Certified Massage Therapy Instructor whose classes are accepted throughout the United States. Ariana is also a Massage Therapy Hall of Fame Honoree and author of the Ariana Institute’s therapy manual series available on Amazon.

ADDITIONAL INFORMATION

To read the foreword of the Marketing and Practice Building for Massage Therapists Manual, which contains a chapter on ethics, please visit http://www.arianainstitute.com/the-ariana-institutes-marketing-and-practice-building-for-massage-therapists-manual-and-ce-courses/.  

The Ariana Institute’s video introduction to the Ethics, Marketing and Practice Building Massage CE courses can be accessed on the Ariana Institute’s YouTube Channel at www.youtube.com/user/ArianaInstitute.

To order your copies of the Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual, visit www.amazon.com/author/arianavincent.  

For additional information about the Ariana Institute and to register for online continuing education and MTI courses visit www.arianainstitute.com/ce-online/.

Ariana Vincent, LMT, MTI, NCTMB

Ariana Vincent, LMT, MTI, NCTMB

 

My Marketing and Practice Building Evolution

December 21, 2015 by Ariana Vincent, CEO of the Ariana Institute

The Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual is part of a series of massage manuals that are designed to help deepen the knowledge of current massage therapists and introduce new massage therapists to the world of massage and bodywork.

The Marketing and Practice Building for Massage Therapists Manual features topics that are also available as NCBTMB approved online CE courses through the Ariana Institute at www.arianainstitute.com/ce-online/, including:

  • Marketing and Practice Building
  • Ethics

Marketing_Practice_BuildingBookCoverPreview This manual incorporates strategies, personal stories, and suggestions to help deepen the understanding of marketing and practice building for current massage therapists and introduce new, upcoming massage therapists to innovative and creative ways to create a successful, thriving massage practice.

Here’s a personal story about marketing and practice building featured in the Marketing and Practice Building for Massage Therapists Manual.

MY MARKETING AND PRACTICE BUILDING EVOLUTION

When I first became a massage therapist in the early 80s, it didn’t seem to occur to legislative bodies to have licensing for massage therapists, therefore, we had few formal massage schools and only rarely were marketing classes offered to help guide us on our way. The internet was not available to the public outside of academic environments, so we had limited connection with other massage therapists and no way of reaching potential clients electronically through social media or e–mail. Our marketing was primarily limited to word of mouth, referrals, posters on bulletin boards, snail mail, networking, and print ads. My, how times have changed!

In 1983, as various states throughout the United States started mandating licensing, and massage schools started opening on a broader scale, I built on the initial core curriculum training I had in Austin by participating in additional massage technique training with the Texas Massage Institute. Utilizing the knowledge I gained in these classes, I marketed myself within the framework of the medical environment where I worked. I also marketed my private practice by networking, attending conferences, and building goodwill in the community. Additionally, I created business cards and flyers to distribute during these opportunities. I continued participating in advanced continuing education courses in order to deepen my knowledge base and increase my skill set.

In 1999, as the state licensing requirements further increased, I attended an additional massage therapy training program where I studied with the most incredible marketing teacher, Irene Watson. She and I connected deeply and stayed friends after I graduated from the program. A few years later when she decided to retire from teaching and retool her career in another direction, she gave me boxes of files filled with her teaching materials. I had been teaching massage for approximately two years and being gifted with this treasure trove of instructional material was a turning point in deepening and enriching the courses that I offered. I felt encouraged to begin an in–depth exploration of teaching additional modalities. Her affirmation of my teaching abilities was inspiring on many levels.

I supplemented my own marketing, teaching, and practice building research with the materials given to me by Irene. I read books, listened to tapes and CDs, watched videos, and attended marketing workshops and classes. This information, coupled with my own years of experience in the massage therapy profession, helped me evolve as an educator.

The next step in my journey as a massage therapy instructor was to extend the use of my knowledge by developing curriculum and teaching courses specifically related to marketing and practice building. The first marketing class that I taught was for the Texas Association of Massage Therapists in Austin. I researched the material carefully, utilized information from my marketing teacher as a point of departure for my own ideas, and thought about what did and didn’t work for me as I marketed my practice. From there, I created a comprehensive course notebook. It was a golden moment for me – my first class! The information was well received and I felt very connected to the students. Many of us stay in touch throughout the years. We have referred clients back and forth, and have supported one another in our marketing efforts. Some of the people who attended my initial class have taken subsequent classes from me over the last 16 years, and several have become educators in the massage community. I could see that participation in this class encouraged my students to use their time and energy wisely and market in ways that best suited their personalities and lifestyles.

Like my time teaching at the Texas Association of Massage gathering, being a part of organizations has been a beneficial experience. I feel very supported through my involvement with The World Massage Festival, the National Certification Board for Therapeutic Massage and Bodywork, the Alliance for Massage Therapy Educators, the Associated Bodywork and Massage Professionals, and the American Massage Therapy Association. Participating in these organizations has opened many doors for me locally and nationally that would have otherwise remained closed. As name recognition for the Ariana Institute for Wellness Education increases through these networks, more students are drawn to participate in our online and hands–on continuing education classes.

As I reflect on my marketing and practice building journey, I can see that it is important to use the internet as an accessible tool to the public, participate in organizational activities, and take marketing and practice building classes to keep abreast of new and relevant ideas in the marketing community. Even though I have been in the massage profession for many years, these are concepts that I continue to practice and promote as times continue to change. Teaching marketing and practice building has had a profound influence on my life; best stated by Pericles, “What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others.” That Pericles quote reflects the importance of being mindful of how our lives can affect those around us in a positive and uplifting manner as we build our practices ethically and with integrity.

ABOUT THE AUTHOR – ARIANA VINCENT, LMT, MTI, BCTMB

Ariana Vincent was awarded the 2015 CE Provider of the Year Award by the Alliance for Massage Therapy Education. She is CEO of the Ariana Institute and a Nationally Certified Massage Therapy Instructor whose classes are accepted throughout the United States. Ariana is also a Massage Therapy Hall of Fame Honoree and author of the Ariana Institute’s therapy manual series available on Amazon.

ADDITIONAL INFORMATION

To read the foreword of the Marketing and Practice Building for Massage Therapists Manual, visit http://www.arianainstitute.com/blog/the-ariana-institutes-marketing-and-practice-building-for-massage-therapists-manual-and-ce-courses/.  

The Ariana Institute’s video introduction to Marketing and Practice Building Massage CE courses can be accessed on the Ariana Institute’s YouTube Channel at www.youtube.com/user/ArianaInstitute.

To order your copies of the Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual, visit www.amazon.com/author/arianavincent.  

For additional information about the Ariana Institute and to register for online continuing education and MTI courses visit www.arianainstitute.com/ce-online/.

Ariana Vincent, LMT, MTI, NCTMB

 

The Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual and CE Courses

September 24, 2015 by Ariana Vincent, CEO of the Ariana Institute

The Ariana Institute for Wellness Education offers an outstanding resource for those interested in further developing their massage therapy practices, featuring topics that include Marketing, Practice Building, and Ethics for massage therapists.

The Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual is part of a series of massage manuals that are designed to help deepen the knowledge and understanding of current massage therapists and introduce new, upcoming massage therapists to the world of massage and bodywork. To order your copies of the Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual visit www.amazon.com/author/arianavincent.

This manual incorporates comprehensive resources to encourage a thorough understanding of professionalism, marketing, and business strategies for the massage therapist.

The Ariana Institute’s therapy manual series has been over 16 years in the making and is a monumental achievement for the Ariana Institute.  The Marketing and Practice Building for Massage Therapists Manual is a perfect source of insight and inspiration for massage therapists and those seeking deepen their understanding in order to build and sustain a career in massage therapy and bodywork!

Marketing_Practice_BuildingBookCoverPreview

Here is the foreword to the Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual by Shelli Davis-Redford, LMT, MTI.

The business of massage can be a challenging and unchartered path for many a massage therapist. Many of us became a therapist out of a desire to help people and change our client’s lives. In the near 20 years that I have been practicing as a licensed massage therapist, massage therapy instructor, and CE provider; I have discovered that most therapists spend their entire career helping others and failing their own selves. With limited business training and huge excitement of the journey ahead, most new therapists embark on a path they never believed they would end up failing at. I have spent many years mentoring therapists through my work with the schools I taught at, my own thriving practice, and through the organizations I have been a part of; including AMTA, ABMP, and TAMT. Not once did I meet a therapist that said they never wanted to make it as a therapist. Not once did I hear a therapist say, “I plan to quit and give up in a year or two.”  Sadly though, this has become the norm.

I was so excited to see Ariana’s Marketing and Practice Building Manual. As an educator of business and marketing classes for massage therapists, it was a significant honor for me to be able to review this incredible resource designed to reach out to our industry and enable not only new students, but also more seasoned therapists and guide them successfully on their desires for a professional foundation for achievement. With more than 30 years’ experience in the massage industry, Ariana has crafted one of her finest resources yet. This manual provides an individual with the necessary guidelines to build and sustain a thriving practice based on healthy professional boundaries and a strong ethical approach.   

Learn to visualize your future by setting your dreams to goals and making your goals a reality with this step-by-step manual for success. Focus on core concepts; including knowing how to not just work your business as a therapist, but also as a business manager, networking engineer, marketing guru, and social media savvy socialite.  Master “Call Me” ads and draw your clients back to you. Rediscover your “24-Karat Gold Mine” and gain a strong working knowledge of the rules, laws and regulations that govern us as an industry.  

Utilizing this guide will strengthen and diversify your business as well as your income potential. You will learn how to assess where you are and make your plans for where you desire to be. Ariana provides detailed key components to enhance your business strategies and additionally provides foundational elements to create, establish and continue to grow your business upon.  

Feeling lost in the industry? Lost your way, but just not ready to give in and give up? Today is the first day of the rest of your incredibly amazing new future, your guided path along an enlightened journey to professional victory. Use this manual as your new hope and Ariana as your guide.

The Ariana Institute’s video introduction to the Ethics, Marketing and Practice Building CE courses can be accessed below or on the Ariana Institute’s YouTube Channel at www.youtube.com/user/ArianaInstitute.

To order your copies of the Ariana Institute’s Marketing and Practice Building for Massage Therapists Manual visit www.amazon.com/author/arianavincent.

For additional information about the Ariana Institute and to register for online continuing education courses visit www.arianainstitute.com/ce-online/.
Ariana

Engaging the Growing Tejano Market

May 23, 2011 by Ariana Vincent, CEO of the Ariana Institute

ENGAGING THE GROWING TEJANO MARKET

A presentation by Gabriel Reyes

Gabriel Reyes is considered one of the pioneers of Hispanic marketing in the Entertainment Industry. He has been featured on CNN’s Latino in America as well as one of the “50 Most Powerful Latinos in Hollywood” by The Hollywood Reporter as well as The “100 Most Influential Latinos” by Hispanic Business Magazine. Reyes is President and Founder of Reyes Entertainment, one of the premier marketing and public relations firms focused on the bilingual media market and a professor at the University of Texas at Austin. He has represented major studios, major networks, major artists and mainstream shows. Gabriel is from Pharr, Texas, in the Valley. He attended UT Austin and has a degree in Fine Arts. After graduation, he became an actor, a model, and a dancer. He has owned Reyes Entertainment over fifteen years.

His presentation at the Constant Contact “Get Down to Business” seminar in Austin, Texas, on May 20, 2011, focused on how business owners can aggregate more Hispanic consumers into their businesses.

THE HISPANIC MARKET IS GROWING EXPONENTIALLY

  • Why do we want to engage the growing Tejano market?
  • It is the fastest growing, youngest consumer group in Texas.
  • It is growing 4 to 5 times faster than other groups.
  • There are over 50,000,000 people in this market.
  • The median age is 25 compared to 35 for non-Hispanics and these statistics are driven by native birth, not by immigration.

WHERE IS THE HISPANIC MARKET IN TEXAS?

In 2000, there were 20,000,000 people in Texas, 32% Hispanics
In 2010, there were 25,000,000 people in Texas, 38% Hispanics

  • Ft. Worth – 27% Hispanic
  • Dallas – 38% Hispanic
  • Harris County – 41% Hispanic
  • San Antonio – 60% Hispanic
  • El Paso – 82% Hispanic
  • Rio Grande Valley – 91 to 98% Hispanic

IMPORTANT FACTS TO REMEMBER WHEN MARKETING DIRECTLY TO HISPANICS:

  • Hispanics are brand loyal
  • Hispanics typically have large, multi-generational households, so marketing, baby products, for example, would be wise
  • Utilize social media to market to Hispanics; Latinos have a strong presence on FB, YouTube and Twitter
  • Hispanics have become top adapters, especially in mobile usage
  • Event marketing – parties are big.
  • Use a bilingual outreach by offering both Spanish and English messages

WHEN IS IT BEST TO MARKET TO THE HISPANIC COMMUNITY?

It is always a good time to market to the Hispanic community.

Then establish constant contact with the Latino community in your market areas by reaching out to:

  • Latinos
  • Traditional Hispanic media outlets
  • Hispanic influencers (For example, Perez Hilton)
  • Latino businesses, communities, students and members of other grassroots organizations
  • Latino target groups such as Latino moms, teens, men, girls

Many holidays are observed in the Hispanic community including, but not limited to:

  • March 31 – Cesar Chavez
  • May 5 – Cinco de Mayo
  • Sept. 15 – Mexican Independence Day
  • September 15 – October 15 – Hispanic Heritage Month
  • Nov. 2 – Dia de los Muertos
  • Dec. 12 – Feast of Our Lady of Guadalupe
  • Dec. 12 – 24 – Posadas Season and Nochebuena (Holy Night)

CASE STUDY – THE LONGORIA AFFAIR

The Longoria Affair is the store of discrimination regarding a returning veteran after WWII – Three Rivers.

The URLs for Parts 1, 2 and 3 of the Longoria Affair are:

Successfully Marketing Massage

March 27, 2010 by Ariana Vincent, CEO of the Ariana Institute

SUCCESSFULLY MARKETING MASSAGE: PRACTICE BUILDING TIPS

Ariana Institute offers online and onsite Practice Building and Marketing continuing education courses for massage therapists. These courses are approved by the National Certification Board as well as the majority of states within the US.  Please visit http://www.arianainstitute.com/ce-online/ for registration and details.

Take time to create a clear vision of what you want and need based on your values.

Think about tangible and tasteful ways to cultivate referrals, increase your presence in your client’s lives, and fill your practice, all the while staying true to your values and principles

Examine how attitudes about money, value, socioeconomic class, and the age-old clash between commerce and healing, can affect your ability to truly useful to those you serve.

Appreciate what you have.  Focus on what you’re grateful for in your life.

Networking – Attend networking events and let people know you offer massage

Effective use of e-mail and direct mail – let people know you offer massage sessions

Newsletters – add information about Massage in your newsletters

Gift certificates – offer gift certificates for an introductory discounted massage.

Web sites – feature massage on your web site

Follow up – call, write or e-mail customers who have come in for a massage

Letters of appreciation – send a letter to customers and friends who refer people for massage

Publishing articles – publish an article about massage and share copies of the articles with colleagues and clients

Print advertising – include massage in your print advertising

Referral incentives – offer a free massage for every 3 referrals or offer $10 off of the next session

Brochures – add information about massage in your brochures

Business cards – add information about massage on your business cards

Diversify and prosper – offer a variety of services, including massage combined with Aromatherapy

Keep a file box on your desk with all your ideas in it on separate cards.

Send out birthday cards with a gift certificate offering a discounted offer.

Call customers that you haven’t seen in awhile and let them know what times you have available that week.

Do market research and find out what others in your area are doing and how they are marketing.  Ask them to send you their flyer, card or brochure.

Return all phone calls and e-mails within hours or at least the same day.  Many clients and potential clients have a list of massage therapists and they schedule with whoever is available first.

Focus on your goals and intentions.  Rich people see opportunities, poor people see obstacles.  Rich people see potential; poor people see potential loss.  Rich people focus on rewards; the poor focus on risks.

Ask for regular feedback from your customers.

Call your client the next day after a session to see how he or she feels.

Set up a regular treatment time for repeat clients.

Develop a give away product for your clients after each visit

Give free consultations.

Develop a one line slogan that can be associated with your practice

Give free lunch time seminars where people can find out about your services.

Ask for referrals.  Ask the referring people for information about themselves too so that you can refer to them.

Have a ready made list of contacts for referrals.

Become a great learner.  Attend conferences, workshops and CE classes.

Get set up to take credit cards through your business account.

Set up regular business hours so people know they can count on you.

Keep track of everyone who comes to see you and Keep your mailing list up to date.

Focus on you.  You are the root of your financial success or failure.  If you work on the roots, the “fruits” will take care of themselves.

Develop an information kit for new prospective clients telling them everything they need to know about receiving a service from you such as location, cancellation policies.

Develop detailed educational material.

Research rates and price structures in your area to make sure you are charging fairly.

Enhance your energy.  Everything is energy.  Money is energy.  Big money takes big energy.  So get into shape, eat properly and get enough rest.

Increase your value.  Become an expert in your field and be the best at what you do.  To get paid the best, you must be the best.

Keep up on techniques and methods, always improving yourself and your treatments.

Make copies of interesting, informative articles to distribute to clients and colleagues

Believe you can be successful.  Put your attention on the traits, strengths, and virtues that allow you to believe you can – and deserve to be – successful.

Selectively consider offering a senior citizens’ discount, a students’ discount, a teachers’ discount, a military discount, and a professional discount to colleagues.

Volunteer your time to charities and non-profit organizations.  Give back.

Find other businesses to network with such as health clubs and gyms, beauty salons, florists, and retirement communities.

Find several successful mentors to work with one on one.  Contact www.micromentor.com

Associate with successful people.  Birds of a feather flock together.  Energy is contagious.

Review your business success plan often and share your review with supportive friends and mentors.

Choose your thoughts wisely.  You can choose to think in ways that will support you in your happiness and success…instead of ways that don’t.

Be mindful.

For information about online Practice Building and Marketing classes at Ariana Institute, visit http://www.arianainstitute.com/ce-online/.

For information about onsite Practice Building and Marketing classes at Ariana Institute, visit http://www.arianainstitute.com/ce-online/#practicebuilding.

Ariana Vincent directs the Ariana Institute in Austin, Texas, which offers continuing professional development for massage therapists. Ariana is a Nationally Certified Massage Therapist and Massage Therapy Instructor who has practiced massage therapy and bodywork for thirty years. Her highest aspiration, personally and professionally, is to facilitate the integration of mind, body and spirit, and to ultimately allow a state of balance to effortlessly and peacefully become an integral part of everyday life.

Practice Building for Massage Therapists

February 20, 2010 by Ariana Vincent, CEO of the Ariana Institute

Create A Clear Vision Of What You Want

Practice Building For Massage Therapists

Ariana Vincent, LMT, MTI, NCTMB

Your vision will become clear only when you look into your heart.

Who looks outside, dreams. Who looks inside, awakens.

(Carl Jung)

Ariana Institute offer online and onsite Practice Building and Marketing Courses for Massage Therapists.

Visit www.arianainstitute.com/ce-online/ (online courses) and www.arianainstitute.com/conted10.htm (onsite courses) for registration and information.

The majority of practitioners would rate practice building somewhere between getting a root canal without anesthetic and driving on a busy six lane highway downtown in rush hour.

It is perceived as something they dread, or at best, just tolerate, or they place practice building in the same crass, unbecoming, and distasteful category as used car salesmanship, late night TV infomercials, and multilevel marketing.

Most practitioners would prefer practicing their art instead of putting energy into getting and keeping clients.

But even the most skillful practitioners don’t automatically have as many clients as they’d like. Potential clients don’t automatically know about you, just because you do good work.

Give yourself a moment to go inside.  Think about tangible and tasteful ways to cultivate referrals, increase your presence in your client’s lives, and fill your practice, all the while staying true to your values and principles

Examine how attitudes about money, value, socioeconomic class, and the age-old clash between commerce and healing, can affect your ability to truly useful to those you serve.

Take a few minutes to close your eyes and quiet your mind. Now, picture in your mind what your ideal dream business would look like. Consider that time and money are not an issue when doing this.

Think with a beginner’s mind about your massage therapy practice, your training, your background, your uniqueness in the massage community.

Focus on your intentions in terms of growing your massage therapy practice while remaining in alignment with your values, passions, and purpose.

Once this internal process is complete, take a moment to record your insights about your ideal business. Review them and then share them with supportive friends and mentors. Think about ways that you can implement plans to move toward achieving your goals. Track your efforts and determine where you get the most return on the investment of your time, energy and money. Remember to be patient with the outcome and honor the process. You never know how the seeds you plant today may blossom in the future.

I can give you a six word formula for success:

Think things through – then follow through.

(Eddie Rickenbacker)

Ariana Vincent directs the Ariana Institute in Austin, Texas, which offers continuing professional development for massage therapists. Ariana is a Nationally Certified Massage Therapist and Massage Therapy Instructor who has practiced massage therapy and bodywork for thirty years. Her highest aspiration, personally and professionally, is to facilitate the integration of mind, body and spirit, and to ultimately allow a state of balance to effortlessly and peacefully become an integral part of everyday life.