HydroMassage Marketing Plan and Resources 1

Transcription

1 HydroMassage Marketing Plan and Resources 1

2 About The HydroMassage Marketing Plan and Resources are designed to help you successfully launch HydroMassage in your facility. It includes step-by-step instructions for implementation and training as well as marketing materials you can customize for your facility. The CD-ROM HydroMassage has provided you with a CD-ROM containing most of the files you will see detailed in this booklet. The CD-ROM includes PDFs and Microsoft Word documents that are easily customized. When editing the PDF files, please be sure to use the latest version of Adobe Acrobat Reader (a free software program downloadable from These items were designed for printing on a standard inkjet/laser printer. myhydromassage Owners Website HydroMassage offers a resource center and online store for ordering the professional printing of HydroMassage marketing materials. To access this website, visit On this page, you are able to register for access into the myhydromassage Owners Site. Once you enter your information, a HydroMassage representative must verify your status as an owner before you are granted access to the site. You will receive notification once you have be verified. If you do not receive a response by the following business day. Please contact HydroMassage directly at Legend The checkmark icon is used to identify MUST DO steps for a successful HydroMassage launch. Custom The custom icon is used to identify items which are available to order on the HydroMassage Customer Website The CD-ROM icon is used to identify items which are available on the HydroMassage Marketing Plan and Resources CD-ROM The monitor icon is used to identify items which are available on the HydroMassage Customer Website. 2 HydroMassage Marketing Plan and Resources

3 Table of Contents HydroMassage Steps to Success Marketing Plan Sales Tools Staff Training Materials...7 Membership Addendum Surveys...8 Marketing Materials...9 In-Club Signage...9 If We Don t Ask, It s Free! Display and Labels Session Cards Promotional Flyers Gift Certificates Postcards Newspaper Advertising Press Releases Radio Advertising /Online Marketing Image Resources Video Marketing HydroMassage Marketing Plan and Resources 3

4 HydroMassage Steps to Success Marketing Plan This plan details the steps that should be taken to ensure a successful launch of the HydroMassage in your club. Read through it carefully and make sure to complete each step to maximize your success. Step 1 - Preparation Prior to shipment Consider where the bed will be located Consider placing your bed in your front lobby for the first two weeks to increase awareness / traffic among your members. Create spa-like atmosphere for HydroMassage room Dim the lights and paint the walls with a serene, muted color. Include spa-items in the room and rug underneath bed. If in open area, use screens or plants to provide a sense of privacy. Determine HydroMassage Pricing Options Example: Unlimited Massage (10-minutes per day, everyday): $ $19.95 per month Create a Limited-Time, Introductory Pricing Special Example: Sell unlimited massage package for $ $14.95 for the first 50 members who sign-up for HydroMassage. Example: If you re one of the first 50 people to sign up for HydroMassage, your first month is free. Create a Sales Compensation Plan for Employees Recommendation: Follow normal compensation plan currently in place for memberships. Example: If you pay 10% commission for gym memberships, pay 10% commission for HydroMassage packages. Identify Sales Goals for Your Sales Team Each employee should put a minimum of three members on the bed per day First week: 20+ memberships sold First month: 50+ memberships sold Create Sales Incentive Plan First salesperson to hit 20 packages sold gets $100-$200 cash or ipod 1 week prior to installation Send out Coming Soon blast Send to all members, friends and local business partners to let them know HydroMassage is coming soon Post marketing materials - posters, flyers, coupons Add HydroMassage promotional video to your ClubCom system 4 HydroMassage Marketing Plan and Resources

5 Step 2 - Launch Day 1 Week 1 HydroMassage Staff Training Make sure all sales and ops staff are on hand during HydroMassage installation for 30-minute training. Distribute HydroMassage quick reference guides Train employees on HydroMassage sign-up process Have 1-page membership contract addendum ready to sign-up members. Identify Sales Goals for Your Sales Team Each employee should put a minimum of three members on the bed per day First week: 20+ memberships sold First month: 50+ memberships sold Post HydroMassage marketing materials in club, including: - Limited time Free 10-minute Massage announcement on marquee outside - Posters - Front Desk signs - Gift certificate flyers - 10 FREE HYDROMASSAGE Banner Receptionist / Greeter Offer free trials when members enter the gym Give members FREE HydroMassage trials 3-5 minutes unless there is no wait. Then offer 10 minute sessions Continuing HydroMassage Staff Training Get all employees / salespeople on the bed for at least 15 minute massage sessions each day. New Prospective Member Tours At the end of the tour of club, put them on the bed for a 3-5 minute trial before taking them to the closing area Require members to fill out surveys after free trial If they answer Yes-Somewhat or Yes-Interested to question #6, walk them up to front desk to review pricing and sign them up right there. Always be ON HAND when they finish their massage to review pricing options and close the deal. Member Referrals Call all new member referral names listed on completed surveys each day and offer free massage for limited time. Send second blast Let everyone know the date HydroMassage will be available along with a coupon for a for a free HydroMassage trial session. Have HydroMassage Usage Sign-up sheet on-hand at front desk HydroMassage Marketing Plan and Resources 5

6 Step 3 - Success New Prospective Member Tours At the end of the tour of club, put them on the bed for a 3-5 minute trial before taking them to the closing area. Make sure every prospective member tries HydroMassage before signing membership agreement. Make sure bed is in FREE TRIAL MODE for at least the first two weeks This allows members to start trial automatically and sign-up for packages on the spot. Send blast to members Letting them know the bed has arrived and how easy it is to use with a coupon for a free HydroMassage trial session. Instructors should announce HydroMassage free trials before and after group fitness classes Place Free massage coupon / banner ad on your website Pass out Lifestyle Flyers with Free Session Coupon Drop-off free massage coupons to local GNC / Vitamin stores, sports leagues/teams/clubs, corporate offices, etc. Include free massage coupons in participant packets at local races, walks, tournaments or other charity events. New Member Packets Include FREE Massage Coupon / Lifestyle Flyers in all new member packets. Newsletters / blasts Include FREE Massage Coupon with regular internal newsletters / blasts to your members Load your members into HydroMassage Member Management database prior to launch to give all members a free 3-minute trial Submit your surveys Appoint 1 person each day (beginning or ending of day) to collect all surveys completed and report on number of package sales. Fax your surveys every week to or scanned copies to info@hydromassage.com HydroMassage Marketing Coach Call HydroMassage Marketing Dept 1 week after launch to discuss results and adjust marketing approach if needed. Incorporate results into regular club reporting When 250 packages sold, 2nd bed should be ordered. Club is currently making between $2500 and $5000 per month from 1st bed. 6 HydroMassage Marketing Plan and Resources

7 Sales Staff Training Materials Quick Reference Guide The Quick Reference Guide gives step by step instructions to make selling memberships/packages simple for your sales staff. This flyer details how to operate the HydroMassage bed, how to effectively sell massage packages and how to quickly and easily add HydroMassage to an existing membership. File details: 5.5 x 8.5 (half sheet of letter-sized paper) / double-sided QUICK REFERENCE GUIDE QUICK REFERENCE GUIDE How to Operate the HydroMassage 1. Press the Log-on button and enter your password to begin massage. How to Operate the HydroMassage 1. Press the Log-on button and enter your password to begin massage. 2. Show member how to adjust massage settings (pressure, speed, massage limits) as needed. QUICK REFERENCE GUIDE QU How to Sell HydroMassage 2. Show member how to adjust massage settings (pressure, speed, massage limits) as needed. How to Enter a New HydroMassage Member 1. Press Administrator button (lower-right corner). 2. Press Member Management button (lower-right). 3. Enter the new member information. a. Step 1: Enter Customer Information. b. Step 2: Select Account Type. c. Step 3: Select Account Options. 4. Press Submit New Member button (bottom-left). Customer Support Offer ALL members and guests free trials!!! Get as MANY members and guests on the bed as possible. How to Enter a New HydroMassage Member 2. If a member doesn t want to try HydroMassage now, give them a free trial card to remind them to try it the next time they come into the gym. 1. Press Administrator button (lower-right corner). 2. Press Member Management button (lower-right). 3. Be sure all prospective members try the HydroMassage before you sit down to discuss purchasing a membership. 3. Enter the new member information. a. Step 1: Enter Customer Information. b. Step 2: Select Account Type. c. Step 3: Select Account Options. 4. Ask members to fill out user surveys after free trial. 5. Tell members about packages and special offers. 4. Press Submit New Member button (bottom-left). 6. Educate members about how regular massage should be part of their healthy lifestyle and how it can benefit them. 7. Ask if the member wants to sign up TODAY to get the special pricing. If so, sign them up immediately. Customer Support Call member referrals on the bottom of the completed surveys to offer them a free HydroMassage trial and a tour of your club. 9. Make sure you know how to add HydroMassage to memberships quickly and easily. 10. Get a massage every day so you can experience the benefits of HydroMassage as well as understand and explain how to use it. How to Se 1. Offer ALL Get as MA 2. If a memb them a fre they come 3. Be sure all before you 4. Ask membe 5. Tell membe 6. Educate mem part of their 7. Ask if the me special pricin 8. Call member r surveys to offe of your club. 9. Make sure you memberships q 10. Get a massage benefits of Hyd explain how to HydroMassage Marketing Plan and Resources 7

8 Membership Addendum This form is an easy way to include selling the HydroMassage packages along with your gym memberships. Simply add this form to your existing membership agreement to be sure your sales staff remembers to review and up-sell the HydroMassage packages your facility offers. File details: Letter-sized paper / single-side HydroMassage User Survey Utilize this survey to find out if members are interested in adding HydroMassage to their membership and also to gain new member referrals. Be sure to fax or mail these surveys in weekly to the HydroMassage corporate office so that we can help track your progress and assist you with your HydroMassage launch. File details: Letter-sized paper / single-side 8 HydroMassage Marketing Plan and Resources

9 Marketing Materials In-Club Signage These posters are designed to promote HydroMassage inside your facility. Hang them in the locker rooms, group fitness rooms, etc. File details: 18 x24 Sore Muscles Poster / 24 x 36 Lifestyle Poster HydroMassage Fits You The Weekend Warrior Monday through Friday you are tied to your desk but your weekends are action-packed. From sports to projects, you re always pushing the limits. When Monday rolls around, you re paying for your weekend. Massage can help you relieve the tensions of the work week as well as ease your aching muscles. Since it only takes 10-minutes to experience a relaxing massage, adding HydroMassage to your membership is perfect for you and your busy, active lifestyle. The Athlete Performance and recovery are all critical to you. Experts recommend athletes get regular massages during training for and after their events in order to keep their bodies in peak performance. Frequent massage helps soothe muscle groups that are used repetitively. Previously a regimen like this was both time-consuming and expensive. Now you can add HydroMassage to your membership and discover how regular massage may benefit your performance and recovery. Sore muscles? Back pain? Try HydroMassage FREE TODAY! Stress? Yo uneed a massage. Treat yourself to a powerful deep-tissue massage with the HydroMassage heated massage bed. Ask an associate for more information. The Busy Mom You have a juice box in your gym bag and a spare diaper in your glove compartment... just in case. You spend so much time worrying about everyone else in your life and planning for the what-ifs, you rarely have a moment to yourself - much less time for a massage. Now in just 10 minutes, you can achieve the stress relief and relaxation of a soothing massage with HydroMassage. You can customize every setting to make sure it targets exactly where you need it most. SoreMuscles_18x24_0109.indd 1 12/9/ :44:51 AM The Young-At-Heart You feel that you can t get around like you used to or have less energy for your favorite hobbies. As we age, our muscles become tight and we begin to lose flexibility or to have pain in our joints. HydroMassage is a feel good therapy that combines heat and massage to provide a soothing, relaxing massage while you remain fully-clothed. Getting massage frequently is an investment in your health and should be an important part of your wellness plan. HydroMassage Marketing Plan and Resources 9

10 If we don t ask... Displays These 5 x 7 display stands act as a reminder to customers and staff to make sure that all new customers try the HydroMassage before becoming a member. Using these displays insures that customers are aware of and will ask to try HydroMassage. HydroMassage relaxs customers and makes closing new memberships easier than ever. If we don t ask,! e e r F s It File details: 5 x7 card to be inserted in supplied acrylic display stands sage free HydroMas of a ed er ff o t ember If you aren becoming a m session before agement will give you this club, man f One Month o e FREE. assag Unlimited M If we don t ask... Contract Labels Adding these labels to your sales contracts makes sure that no one can miss this offer and their chance to get a free massage. We recommend placing these labels on all membership contract near the signature line. File details: Fits on Avery 5972/5979 Neon Laser Labels, Rectangle, 1 x 2 5/8 10 H y d r o M a s s a g e M a r k e t i n g P l a n a n d R e s o u r c e s If we don t ask, IT S FREE! If you aren t offered a free HydroMassage session before becoming a member of this club, management will give you one month of unlimited massage free.

11 Session Cards Cards Your first set of Cards is included as part of your launch kit. These cards include random numerical codes that are pre-programmed into your Touchscreen. Each card is valid for a 3-minute free trial of the HydroMassage. Distribute these cards freely to existing and potential members. To reorder cards, call HydroMassage corporate headquarters at HydroM FREE MA assage SSA 1 Press Log O GE CARD n butto uchscree n n 2 Ente r code: 3 Press Start on the To Relax and enjoy you r massag e! Ask the f ont desk enjoy arm assage heow you can veryday! File details: Standard business card size / single-side Free Experience Cards These cards are used to offer free HydroMassage trials to existing and potential members. They do not have a numerical code or pre-set time limit. When redeemed, a staff member must escort the user to the bed and enter the free trial and time limit manually. These cards allow the member to experience the HydroMassage for a longer period of time and offer the staff the opportunity to discuss benefits and pricing. File details: Standard business card size / double-sided m Custo As low as 7 /piece Multi-Session Punch Cards These cards are used to sell HydroMassage multiple session packages. They are ideal for selling massage sessions a la carte to non- members who still wish to use the HydroMassage. This provides you with immediate cash-flow from the sale while providing the customer with a discounted per massage rate for buying multiple sessions. File details: Standard business card size / double-sided m Custo As low as 7 /piece HydroMassage Marketing Plan and Resources 11

12 Promotional Flyers Lifestyle Flyers Your first set of Lifestyle Flyers is included as part of your launch kit. These doublesided flyers address how HydroMassage can benefit various lifestyles. The back of the flyer includes a coupon for a free trial and a customizable area for your club s information (i.e. address, phone, etc.) File details: Half-sheet of letter-size paper / double-sided Custom As low as 28 /piece HydroMassage Fits You The Weekend Warrior Monday through Friday you are tied to your desk but your weekends are actionpacked. From sports to projects, you re always pushing the limits. When Monday rolls around, you re paying for your weekend. Massage can help you relieve the tensions of the work week as well as ease your aching muscles. Since it only takes 10-minutes to experience a relaxing massage, adding HydroMassage to your membership is perfect for you and your busy, active lifestyle. The Athlete Performance and recovery are all critical to you. Experts recommend athletes get regular massages during training for and after their events in order to keep their bodies in peak performance. Frequent massage helps soothe muscle groups that are used repetitively. Previously a regimen like this was both time-consuming and expensive. Now you can add HydroMassage to your membership and discover how regular massage may benefit your performance and recovery. HydroMassage Fits You The Weekend Warrior Monday through Friday you are tied to your desk but your weekends are actionpacked. From sports to projects, you re always pushing the limits. When Monday rolls around, you re paying for your weekend. Massage can help you relieve the tensions of the work week as well as ease your aching muscles. Since it only takes 10-minutes to experience a relaxing massage, adding HydroMassage to your membership is perfect for you and your busy, active lifestyle. The Athlete Experience the best daily massage with a FREE HydroMassage Performance and recovery are all critical to you. Experts recommend athletes get regular massages during training for and after their events in order to keep their bodies in peak performance. Frequent massage helps soothe muscle groups that are used repetitively. Previously a regimen like this was both time-consuming and expensive. Now you can add HydroMassage to your First Name Last Name membership and discover how regular massage may benefit your performance and recovery. Salesperson The Busy Mom You have a juice box in your gym bag and a spare diaper in your glove compartment... just in case. You spend so much time worrying about everyone else in your life and planning for the what-ifs, you rarely have a moment to yourself - much less time for a massage. Now in just 10 minutes, you can achieve the stress relief and relaxation of a soothing massage with HydroMassage. You can customize every setting to make sure it targets exactly where you need it most. The Busy Mom You have a juice box in your gym bag and a spare diaper in your glove compartment... just in case. You spend so much time worrying about everyone else in your life and planning for the what-ifs, you rarely have a moment to yourself - much less time for a massage. Now in just 10 minutes, you can achieve the stress relief and relaxation of a soothing massage with HydroMassage. You can customize every setting to make sure it targets exactly where you need it most. The Young-At-Heart You feel that you can t get around like you used to or have less energy for your favorite hobbies. As we age, our muscles become tight and we begin to lose flexibility or to have pain in our joints. HydroMassage is a feel good therapy that combines heat and massage to provide a soothing, relaxing massage while you remain fully-clothed. Getting massage frequently is an investment in your health and should be an important part of your wellness plan. The Young-At-Heart You feel that you can t get around like you used to or have less energy for your favorite hobbies. As we age, our muscles become tight and we begin to lose flexibility or to have pain in our joints. HydroMassage is a feel good therapy that combines heat and massage to provide a soothing, relaxing massage while you remain fully-clothed. Getting massage frequently is an investment in your health and should be an important part of your wellness plan. User Rack Cards The rack cards are designed to provide members with detailed information about the HydroMassage experience. Rack cards should be included in new member packets, displayed on the front desk or placed near the HydroMassage bed. File details: 4 x 9 card What is the best daily massage? HydroMassage allows you to enjoy a rejuvenating massage every day. You will enjoy total relaxation while remaining fully clothed, dry and comfortably supported as you are massaged by powerful waves of heated water. You are in complete control of your massage experience so you can target the areas where you need it most. Experience the best daily massage with a FREE HydroMassage First Name Last Name Salesperson Custom As low as 10 /piece How will I feel during my massage? Many people say they feel totally at ease with a deep sense of peacefulness. Others report feeling invigorated. Because you have control of your massage, each individual s experience will vary. How long is a HydroMassage session? In as little as 10 minutes, you can start to realize the benefits of HydroMassage. After your first session, you will have a better idea of the length of massage you prefer; however, the ideal increments for a HydroMassage treatment are typically between 10 and 15 minutes. $19 95 Enjoy HydroMassage for as little as per month Ask about adding HydroMassage today! 12 HydroMassage Marketing Plan and Resources Hydromassage_RackCards_Webstore_0609.indd 4 6/16/2009 5:00:33 PM

13 Gift Certificates HydroMassage gift certificates are a great way to get potential members into your gym. By promoting massage as the perfect gift for any holiday or special occasion, current members can buy gift certificates for friends and family. When redeemed, you have the opportunity to introduce your club and sell memberships to these qualified referrals. GIFT CERTIFICATE This certificate entitles to Valid at LOGO AREA 2.5 x.875 Authorized by Expires (Eras Light 10pt) Address City, State ZIP Phone Website Number Not redeemable for cash. HydroMassage Gift Certificates 0109_CustomLayout.indd 1 2/17/2009 9:20:14 AM File details: 8.5 x 3.5 / single-side m Custo As low as 4 /piece Make their day. Gift Certificate Promotional Signage This Gift Certificate Promotional Signage is available for general and holiday-specific usage. Holidays included are: Valentines Day, Mothers Day, Fathers Day, Administrative Assistants Day, and Christmas. Give the gift of massage. One Month "Unlimited Massage" HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. File details: Letter-sized paper / single-side $30 Pampe your M r om. Give her the gift of HydroMa ssage is a full user-frien dly massa y customizable, users a ge system powerfu that giv l, heated es massage, deep-t in as litt issue le as 10 enjoy all minute the ben s. You efits of massage tra ditional while rem aining and com clothed fortably dry your ma ssage. Giv throughout e her the HydroMa gift of ssage thi s Mothe r s Day! Dads are the best. Love isir. in the a Say thank you. eet, dy is swtreat! l and can are nice assage is a rea th s er w lo One Mon sage" F gift of m ited Mas "Unlim but the y customizable, Don t forget Ad ministrative As es a full is giv t ge tha ssa sistants Day! HydroMassage ge system issue HydroMa is a fully custo p-t dly massa mizable, ted, dee user-friendly massa user-frien rful, hea s. You powe minute users a le as 10 al in as litt tradition massage efits of the ben clothed enjoy all aining while rem ghout ge ssa ma dry throu fortably gift of com the and e her y! ssage. Giv ines Da your ma s Valent ssage thi HydroMa $30 ge system that gives users a powerful, heated, deeptissue massage in as little as 10 minu tes. You enjoy all the benefi ts of traditional massage while remaining clothe d and comfortably dry throughou t your massage. Say than k you with a gift that lets them know their appreciated! t of Give him the gif ther's massage this Fa riendly mizable, user-f is a fully custo d, HydroMassage a powerful, heate that gives users massage system 10 minutes. You ge in as little as while deep-tissue massa ional massage tradit of ts ghout enjoy all the benefi rtably dry throu comfo and d really remaining clothe how special he Let Dad know your massage. ge! gift of HydroMassa is... Give him the massage this Mo ther s D ay. One "Unlim Month ited Mas sage" $30 Day. One Month sage" "Unlimited Mas $30 One Month "Unlimited Mas sage" $30 Looking for a unique Christmas gift? HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. This Christmas, give him the gift of HydroMassage! One Month "Unlimited Massage" $30 Massage is the perfect gift for friends, neighbors, co-workers, teachers... or anyone who you think deserves a little extra pampering. Give the gift you know they will appreciate! HydroMassage Marketing Plan and Resources 13

14 Postcards Happy Birthday Postcards Use these postcards to recognize your members birthdays and offer them a free HydroMassage to celebrate. File details: 4 x 6 Postcard Custom As low as 6 /piece We Miss You Postcards Use these postcards to reconnect with members who may be coming to the gym less frequently or members who have cancelled their memberships. Get them back in the gym by announcing your newest amenity, HydroMassage, and offering them a free trial. File details: 4 x 6 Postcard Custom As low as 6 /piece 14 HydroMassage Marketing Plan and Resources

15 Sample Print/Newspaper Advertising This sample print ad gives you an idea of how print advertising can be used to promote HydroMassage in your club. Each publication has specific design requirements. Therefore, it is recommended that you utilize the graphic design services offered by the publication to complete the design of your ad. Press Release Template This press release template allows you to announce the addition of HydroMassage to your club. The press release must be customized with your club s information and specific details regarding pricing, offers, etc. It is recommended that the press release be completed and distributed to local media outlets (newspapers, radio and television stations) immediately following the launch of HydroMassage in your club. Radio Advertising Script This sample radio script can be customized to promote HydroMassage in your club. HydroMassage Marketing Plan and Resources 15

16 /Online Marketing Blasts These blasts were designed to introduce and promote HydroMassage in your club. The following templates are available: Coming Soon (to be sent prior to Launch), HydroMassage is Here with a coupon (to be sent on first day HydroMassage is available), It s Easy to Use with a coupon (to be sent post-launch to explain ease of use). These are only templates and must be edited in HTML/Dreamweaver for use. Website Banner Ads These Banner Ads were designed to introduce and promote HydroMassage on your club s website. 16 HydroMassage Marketing Plan and Resources

17 Image Resources High-resolution images and logos for promotional use are included on the HydroMassage Marketing Plan and Resources CD-ROM. Video Marketing HydroMassage provides promotional videos to play on your in-club entertainment system. To request a copy for your club, call HydroMassage Marketing Plan and Resources 17