It’s an undisputed fact that the incredible service and experience a salon guest receives in a smaller, local facility can create the mega-profit-making small businesses that local legends are made of! There’s a few of these “gems” in every town.
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The question is: why do customers choose to spend money at local businesses over the bigger, national brands? Besides the superior, more personal experience the guest receives, it all boils down to loyalty.
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I have heard people say this at least a dozen times in the last year, alone, in my own town. “I really prefer to spend my money at local businesses 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, then I will choose to buy their products and services first.” This is a direct quote from someone in my town when I asked why they came into a local mom & pop sporting goods store versus Dick’s that was right across the street. I will admit that I was in this store, too, because it has some of the best customer service I have ever experienced!
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This is not only a testament to folks who want the dollars they spend to fuel their own local economy. It is also a clear sign that entire communities count on the local businesses they support to step up and give back.
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Every day, consumers have a choice of where they spend their money. So, as a small business owner, how do you crush your competitors?
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As a salon owner, your keen Sixth Sense is kicking in right about now – you know – the one 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 “supporting your community” 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 you have sooooo much free time you just don’t know what to do with it all, right?
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Here is the bronze lining: Tanning salons compete with many other businesses to get a piece of a consumers’ disposable income. Every day, consumers have a choice of where they spend their money. So, as a small business owner, how do you crush your competitors? How do you stand out? How do you make people spend money at your salon? No. 1: get ‘em in the door. No. 2: wow them with a memorable experience. No. 3: keep them happy and engaged. And finally, No. 4 (YOUR SECRET WEAPON): Support your community every chance you get, because people will choose to do business with you based on that, alone. And, never forget that great PR is the most powerful marketing tool you have because in a flash, it can create FREE word-of-mouth advertising that makes new guests flow nonstop into your salon BUT can also, just as fast, make people never want to step foot in your business.
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Following are some great ways to support your community that were sent to me from salons across the country:
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- Host food drives for animal shelters and adoption services.
- Sponsor little league teams.
- Donate free tans and packages to auction at local fundraisers for school sports, Special Olympics, etc.
- “Tans for Cans” promotions help stock local food pantries – 10 cans for 2 free tans.
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There are thousands more ways for salons to get behind their communities. Have fun, get creative and you will have your entire town rallying behind your business! How about some GOOD press for a change?
