How many times have you heard a quote identical to this one? I have heard it at least 50 times in the last year alone – “I really prefer to spend my money at local businesses and services that do the MOST to support the community I live in. If I feel like they are helping make my community a better place to live in then I will choose to spend my $ on their products and services first.”
This is not only a testament to folks who want the dollars they spend to fuel their own local economy; this is also a clear sign that entire communities count on the local businesses that they support to step up and give back. Although super sweet, buying $100 worth of Girl Scout cookies does not count as supporting your community, nor does decorating your huge estate with millions of Christmas lights so your winter wonderland is a regular stop for carloads of families to marvel at your magnificence.
As a salon owner, your keen, sixth sense is kicking in right about now! You know the one that is asking, “How much is this gonna cost me?” It’s giving you a strong, gut feeling not to read any more of this nonsense, because you know that community support is another way of saying, “spend more of your time and money”. As if you don’t already have enough expenses that cut into your profits. Oh, and I’m sure that you have sooooo much free time you just don’t know what to do with it all, right?
Here is the Bronze Lining: As a tanning salon, you compete with many other businesses to get a piece of the consumer’s expendable income. Every day, consumers have choices of where they spend their money. So, as a small business owner, how do crush your competitors? How do you stand out? How do you make people spend money at your salon?
- Get ‘em in the door.
- Wow them with a memorable experience.
- Keep them happy and engaged, and finally …
- (Your Secret Weapon): Support your community every chance you get, because local consumers will choose to do business with you based on that, alone. And never forget – great PR is the most powerful advertizing you have because in a flash, it can create FREE word of mouth advertizing that make new guests flow non-stop into your salon … but can also just as quickly make people never want to step foot through your door!
Here are some great ways to support your community sent to me by salons across the country:
- Oh So Tan supports Toys for Tots, collecting toys for less fortunate kids at Christmas and rewarding tanners who donate with free sessions … win-win!
- Bella Tan supports all the local school activities – investing in future tanners.
- Ray Tan donates free tans and packages for auction at local school sports fundraisers, Special Olympics, etc. They also collected Tans for Cans to help stock a local food pantry, asking their clients to donate ten cans for two free tans.
- Nakia Romeo supports Taste of Compassion, teaming with Southwest Airlines to create amazing packages with tanning, teeth-whitening and airfare for a silent auction, the proceeds going to cancer research.
There are thousands of ways for salons to get behind their communities. Have fun, get creative and you’ll have the entire community rallying behind your business! How about generating some good press for a change?
