Bill Hurt, founder of Sun Industries, Inc. and the man who began manufacturing some of the first indoor tanning systems in the USA way back in 1979, shared an interesting observation with me many years ago. He said, “the indoor tanning season begins when the Super Bowl ends.”
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Nearly 40 years later (for better or worse), this business pattern still rings true for many salons. While most tanning facilities do see a strong increase in business in January, the real push happens in February and typically runs through June. The 2018 Super Bowl will be played on February 4: mark your calendars and judge for yourself.
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While we can take some comfort in the predictability of the “season,” relying solely on it for success may place your business in a precarious financial situation. During this short, 4-5-month window, many salons will generate up to 70 percent of their annual sales and profits. Any disruption of the normal business routine during this time, whether from issues related to competition, equipment, staffing or the weather, can jeopardize the entire year.
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Yes, many salon operators have been able to successfully extend their busy season via the use of monthly memberships and EFT programs. However, these programs do little in the way of attracting brand new customers – that is, people who have never set foot inside a tanning salon.
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Where There’s a Will, There’s a Way
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Over the past two or three years, I’ve seen a marked increase in the number of salon owners who are taking control of their destinies by choosing not to be a slave to the “season.” They’re doing so by tweaking their business models to add health, fitness and wellness-related products and services. They focus on the products and services that ALL consumers – not just Caucasians seeking a tan – want, need and will use on a year-round basis. These services include collagen-boosting skin care and anti-aging serums and lotions; wellness and weight-loss pods, red-light systems, infrared saunas, body-wraps, massage systems, cryotherapy, floatation tanks, etc.
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The Golden Opportunity
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It is estimated that only about ten percent of the population uses UV-tanning and sunless spray-tan systems. At the same time, thousands of salons earn a good living marketing their services to this limited audience. In fact, the average, established ten-unit tanning salon has 1,500 to 2,000 active customers in their database (150-200 customers per tanning system is a standard multiple based on my research.) Clearly, this demonstrates that salons have the proven ability and marketing savvy to attract many of the world’s most appearance-conscious consumers.
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So, how many new customers could you attract and how much more money could you earn if you offered products and services that appealed to the other 90 percent?
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We have to face reality. The overwhelming majority of people have not and WILL not set foot in a tanning salon. This is due, in part, because they perceive that all these facilities offer is tanning services. To attract new customers, you have to give them other reasons to visit your business, in addition to indoor tanning. Once inside, you then have the opportunity to show them your leading-edge equipment and explain exactly how compliant, tanning systems work. However, you’ll never get this chance if all you offer is tanning, tanning or tanning. (Credit to Mike Blore of California Sun & Spa for this great observation.)
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The Spa Package
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To market these new services and attract new customers, many businesses have added a separate “Spa Package” to their menu. The Spa Package is designed to appeal to the 90 percent of people who may never tan, but still want to look and feel great. A Spa Package typically includes the services listed previously in this article, and are offered for purchase individually, as well as part of all-inclusive packages. This helps to establish a higher perceived value for each individual service which can then be used as an effective closing tool to sell everything in the salon.
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For examples: Purchase a bottle of collagen-enhancing/anti-aging skin care product, and get a free month of spa services. Purchase flip-flops, sunglasses, t-shirt, etc., get a free week of spa services. Purchase a bottle of supplements, weight loss pills, etc., get a free month of spa services.
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Always remember this proven strategy: avoid lowering your prices – simply add more product or services to close the sale.
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Marketing the Spa Package
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One of the best places to advertise your Spa Packages is directly on your tanning systems – where you already have built-in foot traffic and a captive audience. Simply create a promotional business card that offers a free week of spa services (be sure to state a dollar value) and place it on directly on your tanning systems – not on the wall or in a card holder. It has to be where the salon guest has to see it and touch it.
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The free offer should be transferable, and encourage your existing customers to use it and/or take it home and give it to a family member or a friend. You simply fill in the dates for which the package is valid and sign it to prove authenticity and prevent counterfeiting.
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This is just one example. The pages of IST Magazine are filled with marketing ideas, as well as the products and services that appeal to everyone – not just the ten percent of people who already tan indoors.
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For most of you reading this article, UV-tanning systems will always be your anchor; however, you can attract more customers and be more profitable if you effectively offer and sell a variety of products, services and accessories that revolve around the principal of helping ALL people to look great and feel great – all the time!
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For more info on salon sales and marketing ideas, write to jerry@istmagazine.online.
While we can take some comfort in the predictability of the “season,” relying solely on it for success may place your business in a precarious financial situation.
