As the tanning season comes to an end, many salon and spa owners wonder what to do to boost sunless sales in a way that is more in keeping with the spirit of the festive season. Most salon and spa business owners are compassionate; that compassion generally translates to either being involved or wanting to get involved with some sort of charity that matters to them. It may be animal welfare, underprivileged children, eradicating disease or any number of causes that could be furthered through donation. As a business owner, you can combine your efforts to support your cause with growing your business this holiday season. It’s called “Cause-Based Marketing.”
Many businesses are choosing CBM initiatives, as it is a great way to make their businesses stand out, create greater customer loyalty, foster a sense of purpose and pride in their staff, make a difference in their communities and ultimately, increase sales and profits.
Research shows that charitable giving is high on the list of priorities of millennials, which is the largest demographic of sunless tanners in salons and spas, as well as its current staff pool. Surveys also show that millennials have been taught to use the Internet since primary education, and they actively engage in cause-based campaigns by encouraging others to support it, and by participating in fundraising events.
The main question asked by business professionals considering charitable campaigns is, “How can you know with confidence if donating a percentage of your profits is genuinely going to increase your overall profitability?”
According to a major social impact study, 91 percent of global consumers are likely to switch to a brand associated with a good cause, given comparable price and quality. Additionally, the Nielsen 2013 Consumers Who Care Study reported that 50 percent of global consumers said they would be willing to reward companies that give back to society by paying more for their goods and services. The takeaway here is that people will spend more and choose a brand involved in charitable giving, and what better time of year to entice people into your salon or spa business with a good fundraiser?
CBM programs involve hosting a special event or promotion within your business with all or part of the proceeds being dedicated to the cause you support. As a result, the community you serve views your business in a new light, and your cause gets the resulting benefit.
Getting Started
- Choose your cause, reach out to the organization and ask if they would like to partner with you.
- Dedicate a percent of products or services provided during a defined period or event.
- Create a press release about the program and get it published in local community
and industry publications. - Create print materials and hand them out in your salon and to local businesses.
- Use email marketing to announce the special program.
- Place ads in free publications that serve your area and your industry.
- Send invitations to customers, local politicians, community leaders and business leaders asking them to support your cause by joining in on the initiative.
- Get the word out through social media.
After Your Campaign
Once your CBM campaign is complete, generate a follow-up press release to announce the results of your efforts. It is important to highlight those in attendance and thank all who contributed.
Cause-Based Marketing is one of the best ways to get positive exposure and increase sales. Consumers love to support businesses that support their community and favorite causes. The result: you will glow on the inside, your customers will glow on the outside, you will make a difference in the world and your business will grow through the slower season and beyond.
