GENERATING NEW CLIENTS WITH TARGETED LOW COST MARKETING
By Jane Kaleski  Plymouth, MI

 I remember when I finished my Infant Massage certification and couldn’t wait to teach my first class.  With a target market of over 7,000 births per year within 5 miles of my house; I knew that I had to come up with a plan to target hospitals.  I discovered that developing a relationship with a local hospital was integral to marketing directly to expecting or new mothers.  A hospital will typically offer an array of classes and programs for mothers that they market to the local community.   Schedule a meeting with the program director and be prepared to discuss in detail your infant massage training.   Also, bring a sample flyer and offer to do a free Infant Massage seminar for the expecting mothers or new mothers group. The Program Directors are always looking for new topics to cover and they have limited budgets.

 Infant Massage Seminar Agenda items that I include:
•            Deepening the connection for you and your baby.

•            Stimulating your baby’s circulation and lymph systems.

•            Improved digestion allowing for weight gain and growth.

•           Building muscle tone, coordination and brain function through increased self awareness.

 Make sure to bring enough flyers to pass out to the group and ask the Program Director if you can send follow up letters to the seminar participants.  By focusing your efforts on the right audience, you are building a referral base.

 Most of my classes fill up from a form that is usually filled out during a Lamaze class.  Such things as are you interested in breastfeeding classes, mother baby support groups etc.  Ask if you can add Infant Massage.  A copy is given to you so a registration form can be mailed out.  I have 1 to 2 classes with an average of 12 caregivers a month just from my registration forms alone.  If anyone would like a copy of my forms or flyers I would be happy to send them to you. 

 The next step I focused on was to contact my local Mom’s Club or Newcomers group and offer to do the same seminar at their next meeting. These groups are looking for speakers that offer services applicable to their group. Also, most of these groups have web sites or monthly newsletters with low cost advertising.  For as little as $25.00 dollars per month, you can market Infant Massage to the right audience. 

 Finally, contact your local Newspaper or Parent Magazine and ask to be interviewed.  Infant massage is very popular right now and people want to know more about the benefits.  I was interviewed by Metro Parent Magazine and invited to demonstrate Infant Massage on a local NBC television station in Detroit, Michigan. I used the magazine article and television appearance to get appointments with Human Resources Directors at large businesses in the area as well as OBYGN offices.  Focus on companies with in house day care facilities and strong wellness programs.  Ask them to display your flyer if you do an Infant massage seminar, again another way to drive referrals.

 All of these activities will help you create a consistent flow of clients to help build your business; however remember to ask for referrals at the end of your classes.  I hope that these marketing ideas help you grow your business and promote the benefits of infant massage.  Having taught over 100 families so far, I truly believe in the benefits that Infant massage can bring to both the baby and the caregiver.