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Somewhat unrelated, but here is a marketing idea.

The uptake of gym membership and quitting smoking must be enormous around New Year – solely due to New Year’s Resolutions.

Why not re-hash this concept and have new month/new moon/mid-year resolutions? “Don’t wait until the new year to stop smoking”.

Create a few press releases about your unique concept, push them out through PRweb to boost your website, and through a local PR agent to get the local papers. More often than not media outlets lap-up these quirky (read tacky) ideas up.

You can create an event that you can market heavily each cycle. Create scarcity by only accepting 50 people into each ‘program’ – all a program needs to be is your usual sequence of sessions. Look into ‘product launch’ tactics for some inspiration.