getting a massage.   Marketing Strategy: Businesses that provide these experiences have customer lists too and would make excellent joint venture partners for doing endorsement offerings. By endorsement offerings, I mean that you could talk to the owner of the local Harley Davidson store and ask him if he would be interested in doing a direct mailer to his customers endorsing your spas and store. You could also do a direct mailer to your customers endorsing Harley Davidsons and his store. You could do the same for expensive restaurants and massage clinics in the same zip codes as your customers.   Statistic #5: 65% of all spa owners said that they thought spas were a great way to relax, and 23% mentioned that they received medical or therapeutic benefits. 24% of spa owners said that their spas were difficult to clean and maintain and 6% said that they didnt think the chemicals were safe.   Marketing Strategy: If 65% of spa owners said they like the relaxation they received most from their spa then that needs to be a key marketing message to your customers. As a matter of fact you should contact your customers and get testimonials that reinforce that fact and the therapeutic benefits they receive.   In your marketing messages you should also try to portray a man getting home from work exhausted and jumping into his soothing spa to relax after his high-stress job. Remember, its the man of the house who comes up with the idea to get a spa.   You might also craft a message, and probably even a script that your sales people would have to memorize, to counteract the objections that may arise as a result of spas being hard to maintain.   Statistic #6: Statistics say that there are more skeptics than believers when it comes to spas. Over 51% arent convinced a spa could benefit their lives. The statistics also revealed that those skeptics tend to be older.   Marketing Strategy: The only way to overcome skepticism is to educate your consumer. Consider developing Special Reports that talk to and prove the fact that spas not only will improve your health, but your happiness too. Include lots of testimonials from older people attesting to that fact to provide social proof.   You might also dig up some statistics of older people whose health has improved as a result of spa hydrotherapy. You might be able to find this information with associations for the physical therapist industry and the medical industry in general.   Statistic # 7: Forty-five percent of potential spa buyers used the Internet to gather information about spa products and services before they purchased. This statistic was drawn from a 1998 study so it most assuredly is higher now.   Marketing Strategy: If you know that potentially half of your customers went to the Internet to get information before they ever walked into your store, you should, first of all, make sure you have a website, and second, make sure you have a lot of consumer information on it that your prospect will find interesting. You might also consider giving