Massage With a Message
Many companies use massage as a way to relax their potential customers so they are more available and relaxed to actually here their message. Body Charge has been fortunate enough to be involved with Lexus, Mercedes Benz, Michelob Ultra, Discovery Health Channel, as part of their nationwide product launches. Parents Magazine hired for a few years to help them with their mall events to promote their magazine.
The following are case studies of some of the major events we have done over the years:
To promote new models, and entice people to test-drive them, Lexus Automobiles planned a multi-media tent campaign in 14 major cities across the US. Each event would last for two days (Saturday and Sunday).
BCI was hired to create a spa-like atmosphere inside the tents in all 14 cities, including gourmet food, Wilson Sports, and other high-end vendors. BCI would provide (1) chair massage, (2) reflexology, (3) hot stone chair massage, and (4) aromatherapy.
To recruit and coordinate massage therapists (including therapists competent in hot stone technique), reflexologists, and equipment simultaneously for two separate tours.
BCI aggressively sought out qualified therapists for this assignment, through the use of massage schools, referrals from current therapists, and local spas, and interviewed all candidates.
BCI’s President, regional managers, and lead therapists conducted these interviews and also required a hands-on demonstration of the therapist’s skill level and overall demeanor.
The required equipment, including massage chairs, hot stone heaters, and reflexology recliners, were packed in road cases and moved by truck. Equipment was set up before the therapists arrived.
For last several years, Tommy Bahama has been running a campaign designating August 15 as National Relaxation Day. As part of the campaign, BCI was chosen to provide seated massages and massage therapists in 92 cities including the Hawaiian Islands and Canada.
Customers entering each store on August 15 were offered a 10-minute seated massage. The event in each store typically ran for 10-12 hours.
For this campaign, BCI screened, interviewed, and deployed approximately 160 therapists. There was not a single no-show during the entire event.
National Program Case Study: Michelob Ultra Product Launch
Summary: To promote Anheuser Busch product launch of their new Low-Cal beer, Michelob Ultra
To recruit licensed massage therapists to provide seated massage in 80 night clubs around the country, to
promote low calorie diet, relaxed life-style.
To recruit and interview massage therapists to fill these positions and to juggle last minute changes in dates and times, some
BCI aggressively sought out qualified therapists for this assignment, through the use of massage schools, referrals from current therapists, and local spas, and interviewed all candidates. Managers were flown to different cities to interview prospective candidates qualifications. BCI’s President, regional managers, and lead therapists conducted these interviews and also required a hands-on demonstration of the therapist’s skill level and overall demeanor.