Here in the U.S., it’s quickly getting into summertime and that is a very popular time for marathons and other short races. The most popular type of distance run is the 5K, which is approximately 3.1 miles.

Here’s my 5 ways to make your next 5k race a massage marketing success:

1) Use A Sign-Up Sheet For Every Free Massage

Most therapists skip this step because they get caught up in the frantic pace around the race or they feel they are donating their time out of the kindness of their heart.

Unfortunately, kindness of the heart doesn’t always pay your bills, so you need to focus on the business aspect too.  You need to capture their contact information: Name, address, city, and zip code for sending them direct mail in the future.  If you can, get their email address for email marketing too.

I used to make a strict rule for these types of events: if the prospect wanted the free massage, they had to write down their contact information first.  Gathering their contact information, including email address is 100% legitimate.  You have started a business relationship with that prospect that they initiated by coming to your massage table for a free massage.

2) Do Post-Event Massage, Not Pre-Event If Possible

During the pre-event of the race, the runners are pre-occupied.  They’re focused on their upcoming race, not how skillful you are at massage. 

Many times, the runners arrive for the race with minimal gear and don’t have a handy place to put your card, brochure, and other marketing materials while they run.  After the race, the runners frequently are heading back to their cars and can put your materials in their car for future reference.

After the event is over, the runners will often have stiff/sore muscles.  Now is the time to demonstrate to them how you can help them feel better!

I suggest sticking to a time budget of 7-10 minutes per prospect, which I’ll explain in more detail a bit later.  Focus on their legs mostly or any painful areas they mention.

3) Choose An Event Close To Your Office

If I had a nickel for every marathon or 5K race that I could worked at, provided I was willing to drive an hour or more to get there, I’d be a very rich man.  People typically choose a massage therapist who is located either close to their home or their work.  It’s extremely rare that a prospect will drive a considerable distance (like an hour or more) just to get a massage.

By sticking to races that are close to your office, you increase the likelihood that the prospects will call you to schedule because they either live or work nearby.

In addition, it’s a lot easier for you to bring your massage table and other needed equipment to the event that is nearby.  Why drive an hour or more to do free massages which you hope will generate future paying clients?

4) Use A Special Offer Coupon Or Gift

Many therapists overlook this marketing opportunity and just give out their business cards.  Use something that is more memorable and the prospect is less likely to forget about you or just throw the card away afterwards.  Use something like a business card magnet or a small tablet with your logo that they can log their race times onto.

Give one out to each person you work on and anyone else who may ask for one because they don’t have time after the race to get a massage.

Personally, I like offering business magnets and special offer coupons, good for money off on their first massage appointment.  But this is a great opportunity to be a bit creative on what you do as a special offer.

5) Partner With Another Massage Therapist Or Therapists

At a 5K race, you want to focus on creating a high volume and getting as many prospects on the tables as you can.  Using two therapists, you can reach twice as many prospects than a single therapist can do.

Typically, I like to do race events with a group of three massage therapists who rotate between two massage tables and directing the flow of prospects.  While one person rests, they can answer any questions and direct traffic from the sign-up sheet so everyone knows who is next in line.

Simple switch it up every 15 minutes to keep every therapist fresh and recharged.

If you share an office with another therapist, this is a great way to build both of your mailing lists.  Or, you can do one joint mailing to everyone from both of you afterwards.

Try these 5 steps on your next 5K race and watch your client base grow.  Your appointment book will thank you if you do.

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