Niche Marketing Strategies
Marketing a Hypnotherapy Business
A profitable hypnotherapy business is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.
For every hypnotherapy business winner, there are a dozen other hypnotherapy businesses struggling to survive.
What to know the characteristics that distinguish leading hypnotherapy businesses from the competition? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.
Loss Leaders
Like many businesses, hypnotherapy businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of hypnotherapy businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Competitive Awareness
Competitive awareness is the starting point for creativity in marketing. We appreciate innovative tactics. But when innovation causes you to abandon message streams that are trafficked by similar hypnotherapy businesses, there's a good chance that you're missing something. Many businesses find it useful to hire a professional marketing firm to help them evaluate the competitive landscape and devise strategies to exploit competitors' weaknesses.
Media Monitoring
Measurement and evaluation are critical considerations for effective PR and marketing plans. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? To gauge brand reputation and presence, many hypnotherapy businesses turn to media monitoring. Although media monitoring is not the only tool for measuring intangible brand qualities, it has the benefit of highlighting negative PR, giving your hypnotherapy business the ability to control bad buzz when it appears in the marketplace.
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