Issue link: http://cp.revolio.com/i/142672
locations typically benefit from the association through repeated name recognition, high levels of exposure, and convenience. If it is not cost effective or possible to secure a location adjacent to an anchor location due to zoning, availability, or other factors, search for locations in the direct path and within a short distance from the anchor location. Remember, most anchor locations serve thousands of potential clients on a routine basis, which results in consistent exposure combined with supreme convenience. Other potential anchor locations include physician offices or hospitals—for therapists who specialize in clinical-related concerns, or gyms and sporting- related establishments for those who perform sports-related massage. Quick tip: piggyback with an anchor location whenever possible. 6. Accessibility Accessibility encompasses a wide range of items including a safe, secure environment, adequate parking, and lighting. It also includes less obvious features such as traffic patterns. For example, a busy intersection may initially appear to be a desirable location due to high exposure, but depending on the flow of traffic it may be all but impossible for the driver to enter the parking lot from an opposite direction. Likewise, if turn lanes are not available, mid- street locations can be problematic. Other important considerations include wheelchair access and convenient and free parking. Test potential locations by driving, parking, and walking to the establishment from all possible directions. Pay attention to how long you must wait to pull into the parking lot from any given direction, make sure your signage will be visible from all sides, measure the distance a client will be forced to walk once parked, and pay special attention to any particularly undesirable elements you may encounter. It often helps to bring a friend with you or ask several trusted people to drive by and give you honest feedback. Remember, the massage experience does not begin at the office door but rather when the client begins the journey that will lead to your office door. Quick tip: experience the journey to your office door. SPH Shannon Perez has worked extensively with leading organizations, including the Centers for Disease Control and Prevention, WebMD, and others. She has taught college health for a decade while writing and consulting in the industry. She holds master's degrees in health science and business and is the author of Massage Practice Planner: Where Practice Makes Profit.