[gap height=”25″]How did we ruin the word “summer?”[gap height=”25″]
Somehow, the joyous image evoked by of one of the most beloved words in our language became one that refers to a five-month period feared by all who make a living selling sunshine. I call it the best example of self-inflicted brainwashing in the retail beauty business![gap height=”25″]
We in the “sun biz” have programmed ourselves to not only accept it, but also add fuel to it by giving it a clever acronym inspired by the diabolical character from that quintessential horror film we loved to watch as teens … Friday the 13th! [gap height=”25″]
So, scary “J.A.S.O.N.” has arrived to massacre our summer profits – when a season has its very own acronym, it must be for real, right? If you’re too frightened to read on, then I can’t help you; but if you want to make money this summer and help me create a new acronym for the summer months – one that we can actually look forward to – then, keep reading![gap height=”25″]
J.A.S.O.N. Must Die![gap height=”25″]
The best way to be rid of this profit-murderer for good is to keep cash flowing into your business even after the peak UV-tanning season is gone. It’s time to think outside the box and focus on the needs of your salon guests. Easier said then done? Nope! Just figure out what they want, then get creative and actually embrace and try new ways to deliver it.[gap height=”25″]
If you have great ideas to keep your salon busy during the summer, don’t let them go to waste! Here are a few excellent ideas from one of the best product sales educators in the tanning industry: Sun Evolutions’ very own John Johnson (JPJ):[gap height=”25″]
1. Offer Freebies[gap height=”25″]
People love free stuff … no matter what it is. Offering your guests product samples with a purchase is a great way to incentivize them to keep buying. Getting freebies also makes them feel valued and important. [gap height=”25″]
2. Pop-Up Sales[gap height=”25″]
The concept of a pop-up sale is that it’s unadvertised, which means that your guests have to check in at your store to see if you’re having a sale. If you start having pop-up sales weekly or even monthly, your guests are likely to visit your store more often, just in case there is a sale.
3. Create a Referral Program[gap height=”25″]
Referrals are a great way to gain new customers and reward loyal patrons who recommended your business. You can reward them with “salon cash,” free upgrades, discounts or free products. You should also reward new guests for giving you a try.[gap height=”25″]
Here are even more ideas to chase away J.A.S.O.N.:[gap height=”25″]
Summertime Promos[gap height=”25″]
- Buy 9 months, Get 3 months FREE.
- Buy 3 months, Get 1 month FREE.
- Buy a $60 lotion and get a month of Level 1 tanning FREE.
- Street-side marketing: Hire someone to stand on the curb in an outrageous outfit, or bikinis and swim trunks to promote your “FREE TAN WEEK.”[gap height=”25″]
Summer Specific Sales[gap height=”25″]
- Bridal Party Packages
- Summer Survival Kits: Bundle deals on Moisturizers, After-Sun Cooling Gels, SPFs, Lip Balm, Body Washes and Scrubs.
- SPF Summer Cleaning Special: Invite your guests to bring in any old/expired bottle of SPF for you to throw away and give them $5 toward any brand new Hempz SPF product. [gap height=”25″]
Don’t wait for a holiday to have an event or promotion. Make up your own “Day” to reward guests with a fun event or promo, and if you can’t come up with one, visit nationaldaycalendar.com or holidayinsights.com. There is a national “something” day for every day of the year! And, don’t forget to make your own calendar of events so your guests have something to look forward to![gap height=”25″]
J.A.S.O.N. must die … ONCE AND FOR ALL![gap height=”25″]
The best way to be rid of this profit-murderer for good is to keep cash flowing into your business even after the peak UV-tanning season is gone.[gap height=”25″]
