Perhaps the ultimate irony of being a mom is that after a long day of several small people pawing at you, the ultimate indulgence would be to surrender yourself to the expert hands of one large person.

Yet why don't moms -- most in need of massage -- get massage?

Two reasons:

No Time. Most massage therapists schedule weeks in advance and many do not offer evening appointments.

No Money. Who can justify $100+ an hour for something "unnecessary," especially if you may have sacrificed your salary for the unpaid career of mothering.

To the rescue comes the recipient of this month's coveted Warm Blanket Award: Massage Envy.



This nationwide "chain" of 810 massage clinics offers massage for just $49 an hour. They are open seven days a week and stay open until 10 p.m. every weekday. They have so many massage therapists that you really can get an "on-call" massage as easily as a booked-in-advance one.

This business model is ingenious. Too bad the marketing folks aren't smart enough to shout this positioning right from the home page. Buried in the "About Us" section of the website is this copy which would make any mother swoon:

We have learned the primary reasons that people do not receive massages on a regular basis are time and price. Massage Envy has partnered with massage therapists whose prime objective is to be available more hours and charge less so that more people can take advantage of their services. We have utilized a membership based approach that brings massage therapy out of the elite and expensive circle and makes it available to everyone. We are committed to delivering a highly professional, very convenient and affordable experience every time.

As if we couldn't love this company any more, they are offering $35 massages on September 15 as a Breast Cancer fundraiser. From all of us tired moms, we say to Massage Envy: "Thanks. We are putty in your hands."

Labels: Marketing to Moms, massage, Massage Envy

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