Living Well: Marketing to Millennials + Getting Better Sleep

Fire Up Your Practice

Who they are:
Understanding the millennials and what they’re about is vital if you want to make an impression on them and help them understand the value of massage therapy.

According to a 2012 American Psychological Association (APA) survey titled “Stress in America,” millennials were among those who reported the highest levels of stress, with an average of 5.4 (a 10-point rating scale was used). When it comes to what exactly is stressing them out, the survey reported that 76 percent believed it was because of work, 53 percent reported job stability as the cause, while 51 percent noted it was because of personal health concerns. Additionally, 52 percent of the participants reported lying awake at night, while 44 percent reported that stress has them feeling more irritable and angry throughout the week.

So, these consumers have a very real need for massage therapy and may find real benefit from your services—you have to be sure, though, you know how to reach them with the message.

Reaching Out:
Unlike their parents and grandparents, millennials aren’t watching as many of their favorite television shows on TV. They’re more likely to watch shows and videos via services like Netflix and YouTube, for example, where reviewing and sharing their opinions with others is easy.

If you want to expand your clientele and get in touch with a generation of people who could potentially be loyal customers for the next 10 to 20 years, try promoting your business on social platforms where you can share photos, such as Instagram, Tumblr or Pinterest. Having a website is one thing, but having a blog or profile on a photo sharing site can draw in users who aren’t on Facebook. The chances of your profile generating a lot of likes can increase the number of people who hear about your services.

Additionally, if you already have a Twitter account, try starting a conversation about topics in the news regarding health and wellness that would be of interest to people between the ages of 18 and 34. Further, update your accounts regularly, post photos that demonstrate your massage technique and include interesting and descriptive captions—try engaging consumers with things they can relate to and know what trends are most popular amongst them.

Quality matters:
Millennials enjoy shopping online and finding good value for their money. Even though many of them don’t have as much financial freedom as their parents and grandparents, they still make purchases.

In 2012, American Express Business Insights shared information about the spending habits of millennials. They found that 33 percent of millennials spent their money on high-quality clothing in 2011, those numbers grew by 31 percent from 2010.

More Research

A research report put out by JWT Intelligence in 2012 that surveyed 1,016 millennials showed that 81 percent of them valued experience over material items, with a full 72 percent indicating they’d rather spend their money on a meaningful experience. The report featured data collected from participants in the United States and the United Kingdom.

Fire Up Your Committment

This was the first report to compare sleep duration and sleep-related problems in adults living in the United States. For adults older than age 20, 23.2 percent—or 49.2 million people—reported lack of sleep affected their ability to concentrate on tasks; 18.2 percent—38.8 million people—reported it affected their ability to remember things throughout the day; and 13.3 percent—28.2 million people—reported having trouble pursuing leisure activities.

If this is an issue for you, there are several reasons why you might not be getting the best sleep. Some of those could include technological overload, stressing over a busy schedule full of visits with clients or stress caused by the lack of clients, and anxiety brought on by every day life. However, there are options and new ways for you to start getting better sleep.

A Natural Sleep Aid
Sometimes referred to as sound therapy, binaural beat therapy has been shown to improve sleep, decrease anxiety and deepen relaxation.

In 2001, researchers conducted a study titled “Use of Binaural Beat Tapes for Treatment of Anxiety” with 15 volunteers who suffered from moderate cases of anxiety.

Researchers had the volunteers listen to modulations that produced beats in the delta and theta frequency range five times for 30 minutes over a fourweek period. The volunteers kept journals to track how often they listened to the beats, how they felt, and which tone from the three tapes they liked the most.

What they found out from those 15 patients who listened to the tapes 10 to 17 times a week was that their levels of anxiety had decreased after the binaural beat sessions. Further, researchers discovered the majority of patients liked the tape with the most noticeable, drawn-out binaural arrangement.

More Research
A 2007 study titled “Binaural Beat Technology in Humans” focused on eight volunteers who had no mental or physical impairments and no significant problems with anxiety or stress. This group listened to a delta wave (also known as 0-4 hertz) for approximately two months.

After examining the participants’ notebooks, which individuals used to track their progress, researchers noted that participants saw improvements in life overall, fewer problems with anxiety, and their insulin and dopamine levels had also gone down.

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Kelly L., AMTA member since 2010