As I write this, the news just reported that July 4th of this year was officially the “hottest day on record!”
Historically in our industry, the warmer the temperature is outside, the cooler our customer count gets. It is imperative to capitalize on every sales opportunity you have during this time of year! Here are a few ideas to help keep sales hot while the weather is even hotter.
Tan ‘til 2024 for $99: This is my favorite mid-summer promo. Offer this for base level beds – the sooner your tanners purchase this deal, the better it is for them. The sun is shining now, but how do they plan to keep their summer color? What about being ready for upcoming holiday parties and events? Unlimited tanning for a low, set price is very attractive and they also have the opportunity to upgrade to higher-level equipment. This is an ideal and affordable way to start converting seasonal guests into year-round tanners.
It is imperative to capitalize on every sales opportunity you have during this time of year!
The 90-day Upgrade Plan: What do you usually charge to upgrade a tanning package from a Level 1 to a Level 2 for the month? Cut that number in half. If it is usually a $20 charge, offer three months of sessions at the next highest level for a one-time fee of $29.99, or let them jump two levels for $49.99. I recommend this promo because you are, again, extending the tanning season for these seasonal guests. By the time their upgraded membership expires, it will be time to start tanning again for the fall/winter holidays and they will want to extend it.
100% Lotion Rebate: This may sound a little crazy, but I have seen it work very well in many salons. When customers buy a product, they get that purchase amount back in a “tanning dollars” credit they can use toward session upgrades and spray-tans. (It cannot count toward a monthly EFT draft or product purchases.) The reason this is such a successful promo is because tanners are less likely to cancel their memberships if they have free money “sitting” in their account. And if the membership is canceled, so is the free money. This is also a great incentive to get tanners to purchase lotion during the summer.
$5 Hold/Freeze: This is your last-ditch option, and it still amazes me how many salons don’t offer it! If your guest is set on canceling her membership for the summer (even after offering some of the above promos), offer her a “Hold/Freeze” deal. Basically, instead of canceling her membership she will place it on hold, which comes with a $5 per month draft fee. I recommend allowing tanners to freeze it for up to three months, and if they want to extend it, then they need to come into the store (not call) to do so. Now you’re probably thinking, why would a tanner want to pay $5 a month instead of canceling? A couple reasons, actually – when they decide to unfreeze their account, they don’t have to pay a new enrollment fee. Another idea that makes hold/freeze attractive is that when they reactivate, the monthly fees become an account credit they can use toward upgrades or product purchases. It’s a win for both sides, because customers are less likely to leave money sitting on the table.
As we get through another “slow season” it’s crucial to maintain our EFT draft revenue. It might be hard to convert every guest into a year-round tanner, but these summer promotions can help to prolong the season for your salon and maintain some of your customers who may have opted to not keep their memberships throughout the summer.
Stay cool out there!
