Z-Blog

The inner workings of Zubio Massage and David Palmer's brain.

Honoring our Instincts

Bonjour mes amis,

I am sitting on the edge of a beautiful lake in the middle of Quebec Province gazing into the distance at a long white sandbar that extends about halfway across the mile-wide expanse. Except, of course, there is no such thing as a white sandbar in a lake in Quebec.

What I am actually looking at is an enormous flock of pure white geese resting on their journey to points south for the winter. I can't help but be reminded of what a powerful biological force instinct plays in all animals. The geese give no thought about retreating to warmer climes to avoid starving to death as their dinner plates freeze over. But the wisdom of their bodies, what we call instinct, impels them to embark upon a long and dangerous journey twice a year to ensure their individual and collective survival. 

And yet, as potent and consequential as it is, instinct is still no match for the self-aware consciousness of the cerebral cortex. Not only can our rational minds override almost any biological instinct we possess (such as eating, sleeping, and reproduction), contemporary science has also demonstrated that we have far more control over even the autonomic nervous system (heart rate, respiration, stress and relaxation responses) than ever imagined.

Unfortunately, we are often too "smart" for our own good and use our brains to ignore the important messages from our body. Our bodies tell us to move and yet we continue to sit in static positions, often in front of a keyboard, for hours at a time. Our acid stomachs tell us we have upset the digestive balance with too much of the wrong foods or too much stress and, rather than changing our eating habits or lifestyle, we take a pill to numb the pain.

One of the most important roles of a Zubio massage is to gently reestablish communication between the brain and the body so that our rational minds can let our instincts have their say and can be acted upon in an appropriate and timely manner.

The world moves so fast that unless we structure a personal "time out" for ourselves we almost inevitably run roughshod over our best instincts. Book a Zubio massage for your health maintenance today.

Posted at 10:36 AM | Permalink | Comments (1)

Notes on Rolling Out a Major Promotion

A couple of weeks ago we introduced a significant change in our Zubio Club membership program - adding an Enhanced level of 60 discounted massage minutes a month. This was part of our broader strategy of standardizing our discounts and promotions to make them predictable and reward our most frequent customers.

To encourage customers to sign-up for a Zubio Club membership, we offered a free Zubio Gift Card with each new enrollment - $15 for Basic and $25 for Enhanced members - who joined in a two week period before the end of September. Unfortunately, I made two significant mistakes.

Lesson 1: Don't use short-term communication methods for long-term changes

Since our primary communication vehicle for announcements is through our weekly email and each email is only opened by only 10-12% of the recipients, even presuming that it was a different 10% each week, it would take at least 5 weeks of mailings to inform everyone. Oops!

I can see how I missed that calculation in the original plan. Since most of the email promotions in the past were time sensitive and aimed at getting the chairs filled up that day or week, it didn't matter whether everyone read the email because it would expire soon in any case.

But now that we are focusing more on long-term customer relationships, we need to run introductory promotions for new services over a much longer time frame. Thus, I have extended the bonus gift card promotion through the end of October and I may extend it longer or even make it an ongoing promotion. If you have any thoughts on whether this should be a regular promotion, leave a comment below.

Lesson 2: Always look at promotions from the customer's point of view

The second mistake was the $25 Gift Card bonus for Enhanced sign-ups. The reason I chose $25 was because I was trying to be somewhat proportional to the 40- vs. 60-minute levels of the two membership categories.

That was the wrong calculation because $25 has no relationship to what someone has to actually pay for a Zubio massage. We have a $15 massage on the menu but, if the new Enhanced member wanted to give their $25 Gift Card as a present, the recipient would get, at best, only a partial gift and might well feel slighted.

So, we have increased the Gift Card bonus for Enhanced members to $30 and notified the people who have already taken advantage of this offer that we will be upgrading their $25 cards to $30.

Yes, Grasshopper, there is still much to learn about retail marketing. Thank goodness I have surrounded myself with people who help continue my education.

Posted at 09:27 AM | Permalink | Comments (0)

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  • 8/1/07