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The dream for every tanning salon these days is to run a draft on the first of the month that pays for the rest of the month. We’d all sleep easy knowing that overhead is covered before opening on Day One! While building consistent draft revenue takes time and energy, it pays off (literally) in the long run.
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Traditionally, April is the last full month of “Season” for us, before things start to calm down and tanner counts begin to dwindle. What can you do in April to help build a draft to support you through the rest of the year? Here are some things we’ve found successful:
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1. Offer the first month FREE. Most salons offer their memberships at decent margins. While the season is still high and people are still thinking of tanning, take advantage of this time to offer “first month free” memberships. We do this through March (Membership Madness!) and then our draft is the “proof in the pudding” on May 1.
Even though UV season is slowing down at this point, sunless is just starting! Focus on your sunless memberships from April to June.
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2. Give your members a reason to stay. We have packages that have a small contract commitment (three/six months), but there’s an incentive if they stay for a full year. This can be a free month as a “happy anniversary,” or, my preference is a free product you’d like your tanners to get hooked on.
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After successful drafts for a year, our sunless members get a tan extender or exfoliator – a product they’ll likely return to purchase – with a nice “thank you” card.
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3. Advertise the great deals. We offer a $50 month unlimited booth-tanning package that sells like crazy! This time of year, we use digital ads on Facebook and Google that give people their first month free when they fill out a form that gives us their email address. This adds them to our database to contact in the future, and they’re excited to come get a free tan/free month when they join.
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4. Host special events. This is the time of year when people are thinking about their skin and salon traffic is high. It’s a great time to host events that bring customers to your salon to see what you have to offer. Some of my favorites:
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A. “Everything you wanted to know about spray-tanning but are afraid to ask.” This idea comes from Crystal Martin with The Sun Spot in Colorado Springs, CO. Host an event that includes a live spray-tan demonstration. Serve light refreshments, and answer all of their questions. Once it’s all said and done, provide them with a coupon for a free tan, then talk about your sunless memberships!
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B. Give salon tours. Invite your current tanners to learn about additional services you offer. Even if a tour is part of your initial sales process, some customers need to be reminded of what they need! Tell them about the benefits of each service and watch them sign up!
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C. Highlight spa services. If you offer teeth-whitening, body wraps, MyLipo, Cocoon Pods, or anything else in the spa realm, invite customers to try them for free. Seeing/feeling is believing!
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Choose what’s more important to you: cash today, or recurring monthly revenue. Focus your sales and promotions around building memberships to create consistent revenue that lets you rest easy.
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While building consistent draft revenue takes time and energy, it pays off (literally) in the long run.
