Do you consider your contribution to the community as the owner of a spa or massage practice begins and ends with providing a quality service or do you feel an obligation to make a difference beyond that. If you answered yes, you are like a growing number of businesses that embrace a sense of social responsibility and in turn are reaping the rewards of ‘doing good deeds.
The Goodness Company, a marketing firm offers a good definition of social responsibility – “Social responsibility is the philosophy that organizations and companies have an obligation to society as a whole and that they should embrace projects and practices that are not solely focused on maximizing profit…. Social responsibility seeks to avoid excessive consumerism, misuse of the environment, and overlooking poor local conditions. It favors humanistic and environmental approaches.”
Research also shows that high quality service and products may not be enough to retain some clients. The results of a study conducted by public relations agency Cone Communications and Echo Research last year found that when companies support social or environmental issues, consumer affinity overwhelmingly upsurges:
- 96% of global citizens will have a more positive image of that company
- 94% will be more likely to trust that company
- 93% will be more loyal to the company (i.e., continue buying products or services)
Furthermore, a lack of social responsibility can drive customers (91 percent) to switch brands to one that supports a good cause, given similar price and quality.
Get Started with a Good Cause
There are a lot of ways you can give back to your community. Best to identify a cause you want to associate with. You may want to provide ongoing support – financial or hands on – or you may want to get involved in a special community event.
If you decide that your contribution is financial, determine how much you can afford to give away. You can then choose to:
- Donate a percentage of revenue generated by a special promotion, whether throughout the life of the promotion or even for a few days. For example, yo could run a special pre-holiday skin treatment promotion and allocate a percentage of sales for the first few days.
- Donate a percentage of revenue generated for a specific retail product for a specific time period
- Donate dollars for purchases made over a certain amount of treatment plus retail product
Instead of a financial contribution, you can donate your services. Offer massage at a community event where all the proceeds go to the cause. Or donate your services to a shelter for homeless or a community medical facility treating low-income patients who would otherwise never experience massage.
Market your Good Deeds
Whatever you decide, make sure you market your good deeds. Include what you are doing in marketing materials, on your social media networks, and even in signage in your spa or massage practice. Also co-market your efforts with whatever organization you are supporting so that your good deeds get recognition beyond your own clientele.
Get known as a business that cares and clients will care to do business with you.