Can you believe it’s September already? Weather is starting to cool down and classes are back in session at most colleges. This month, we are going to examine how to make the most of our back-to-school tanners, as well as how we can reeducate our staff and ourselves to make the most of the season.
At this time of the year, students are getting back into the swing of things. Classes are starting; college kids are picking new places to live, and many are likely choosing a tanning salon to keep their summer tans going. This is a perfect time for salons to advertise “Back-to-School Specials.” What I have seen work really well in many stores is a package that includes a month of tanning, a lower-priced tanning lotion and eye protection for a very affordable $49. Offer this package to any salon guest who has a valid student ID. This promotion is successful in two ways – 1) You are training your younger tanners on the importance of using lotion for every session, and 2) You have them locked into a month of tanning at your salon during which you have the opportunity to not only wow them with your superior professionalism, but also to up-sell them to a higher level package or EFT membership.
Let’s talk about referral programs. These are effective with all tanners and not just students, but with new students coming into your area, it is important that they know that your salon is THE place to tan. I suggest offering a free week of tanning to anyone who is referred by an existing member. Print up “free week of base level tans” cards and give them to existing members to pass out to their friends. It’s a win-win because the member gets either a free upgrade session or a $5 credit for each card that comes back to the salon, and the new member has a week of free tanning to try out – and fall in love with – your facility. They will still need to purchase eye protection and lotions, so you are collecting some type of revenue from them, plus you have a week to hopefully get them to sign up for a package.
It’s time to get educated! Next month kicks off tradeshow season, and the many national and regional distributor events provide great ways to educate yourself and your staff. You can learn about all the season’s new products, as well as sales and marketing techniques, and take the opportunity to network with other tanning professionals. If you talk to your product distributor, they can help you pick tradeshows that will benefit you most.
To stay ahead of the competition, it’s important to constantly evolve. School is back in session for everyone – including those of us in the tanning business! It’s time to put on our thinking caps and capitalize on students getting back to class, as well as taking advantage of the many valuable educational opportunities that are available to all of us.
Happy Learning! ■
