nik@uvalux.com
With the recent buzz surrounding Dr. Mercola’s interview on the Dr. Oz television show, the health benefits of tanning have been gaining positive press. The interview was important for the tanning industry since Dr. Oz is a very well respected health guru and his popular show reaches a large audience. He said he is re-thinking his position on indoor tanning sunbeds because they are an abundant source of natural vitamin D production as well as other compounds made in the skin.
As more and more Vitamin D research is published the importance of Vitamin D is getting stronger, so now is the time to make ‘sun beds’ the focus in your salon marketing campaigns and to promote their health benefits, as well as cosmetic advantages. Looking to attract Vitamin D deficient clients? Find out why marketing a ‘sun bed’ rather than a ‘tanning bed’ is key!
“The sun provides vitamin D in a very unique way. But it also provides tons of other compounds besides vitamin D.” Oz said in an interview on his own program with health educator Dr. Joseph Mercola. “I am rethinking tanning beds. In the last year I have looked at a lot of information. …I think there is a value of UVB radiation, not just for vitamin D but for other sources as well.”
First we must take a step back and realize the Indoor Tanning Industry is in the ‘sun’ tanning business. In other words, the ‘sun’ is our business. The problem is that most people don’t associate a tanning bed with sunlight. It’s important that we look at ‘sun beds’ as part of the health industry rather than as ‘tanning beds’ merely for cosmetic use. This small difference is important in attracting health-conscious clients into your salon. In advertising campaigns throughout the year, make sure your salon promotes the health benefits from the ‘sun’ services you offer.
Try to keep recent Vitamin D news articles in your salon for clients and staff to read. Carole Baggerly from Grassroots Health says that we can prevent 75% of breast cancer and colon cancer deaths if we have between 40 and 60 ng/mL of Vitamin D blood serum levels in our body. This is incredible news. You can get Vitamin D three ways; food, supplements, and sunlight.
Some studies suggest that by keeping your Vitamin D levels balanced helps build strong bones and a healthy immune system to fight off flu symptoms, depression, cancer, and more. The cold and flu season is a great time to promote the Vitamin D benefits of sun beds. UV light sessions help us to absorb Vitamin D and we know we have a sufficient amount when our skin’s pigment goes darker.
Sun beds offer controlled, moderate exposure, helping to prevent Vitamin D deficiencies during months when everyone needs the sunshine vitamin the most. Make it clear to your clients that your salon has certified skin care professionals and/or Smart Tan certified salon consultants to determine their skin type and sun bed exposure time. Aim to retire the use of ‘tanning beds’ and instead promote the term ‘sun beds’ for safe and optimal Vitamin D absorption.
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
As many tanning salons are “going spa” these days, their success depends on effectively marketing and promoting those services. Sometimes a salon owner has to get creative, especially when promoting spa services. Learn what opportunities are available and how Nancy King, Owner of Bronze Bodies marketed spa services as an up-sell to clients and also attracted new ones!
Offering spa services and products gives salon owners an opportunity to up-sell current clients and attract new ones. If you’re planning to add to your salon’s menu, you’ll need some solid marketing ideas to enjoy the success these add-on services can provide.
The term “Try it before you buy it” is one of the simplest marketing concepts, yet it also can be one of the most effective. Salon owners should try any spa product or service before deciding whether to offer it in their salons. If you or staff personally have great results with teeth whitening systems such as the Shine White or the UV-activated Twilight Teeth, customers are more likely to ask how they can get a smile as white as yours. If you display products prominently on the front counter, many clients will ask about it. This creates the perfect opportunity to discuss the product with them, and show your personal enthusiasm for it. They usually end up trying it and enjoying the results, and soon become regular users.
Salon owners can create packages to sell current tanners on spa services, and can also create customizable packages that cater to new clients who may only want one service such as teeth-whitening. Give clients the option to try a spa service with the purchase of a tanning lotion or package.
Nancy King, Salon Owner of Bronze Bodies in Edmonton, Alberta decided to create ‘Look Good…Feel Great! Packages to get people interested in more than just tanning. She writes, “Offering these packages will help get people to try other services and feel good at the same time. This will generate good cash flow as well as word of mouth advertising for new clientele.” Nancy created 3 monthly packages where clients can choose the Gold, Silver, or Bronze starting at $300. The Gold package includes all her available services; 1 underarm laser session, 5 teeth whitening sessions, 12 infrared sauna sessions, 12 vibrational trainer sessions, and 12 tanning sessions.
Offering spa services also helps to compete with other tanning salons that only offer tanning. Your salon can become a one-stop “Feel Good” shop! Therefore it’s a good idea to advertise spa services in your community and its surrounding area. When you advertise spa services beyond your salon’s central location, specific menu items like massage or teeth-whitening services can make people more willing to travel the extra distance to your salon.
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
The holidays are right around the corner! This month tanning salons will be in high demand, as the weather gets colder and the festive party season approaches. Although it’s a joyful time of year, industry statistics say revenues are typically 30 per cent less in January than those in December. So what can you do now to achieve a successful holiday season and overcome the January sales slump? Here are some tips including how Jennifer Murray at Ocean Dreams Indoor Tanning Salon in Brantford, ON takes a winning product strategy to boost sales all year round!
Like many event planners would say, the earlier you start the better. Think of your tanning salon as a retail destination for holiday shopping. Holidays are about indulgence; spending money, giving to others, and enjoying time with family and friends. So advertise special gift packs, tanning promotions, and giveaways that highlight the spirit of the season. Think of your tanning salon as a competitor to the other stores in your area, including local malls.
First attract customers into your salon by creating a holiday display in the window or front entrance. Reflect your salon’s style through decorations that appeal to all your customers. Remember less is more and try to stay religion-neutral. Involve your staff to create a winning display!
Then discover ways to maximize every area in your salon. Look at the layout and think about where your customers spend most of their time. Promote a tan extender moisturizing lotion in your waiting area or bathroom. And always make sure the tanning lotions for sale are easy to reach. Jennifer Murray at Ocean Dreams Indoor Tanning Salon in Brantford, Ontario demonstrates that eye level is buy level. She writes:
“We have a shelf display of empty bottles of lotions, where clients can pick up the bottles and see the price on the back and look at the charts above to see what ingredients are in them. This works well for clients who are intimidated to ask about a lotion behind the counter. We find that once they find a lotion they are interested in, they will approach us and ask us any questions. This has increased our lotion sales, and of course there is no worry of theft. We put the higher end lotions on the upper shelves and lower end on the bottom. It’s also a nice display in the middle of the salon.”
For the busy holiday season don’t forget to keep well stocked shelves ahead of time. Depending on your customer traffic from past years, you may wish to increase stock from a 14 day supply to a 21 day supply to ensure product availability. Remember holiday hours are in effect during the season and sales reps take time off too.
As soon as the Christmas season is over, start bringing in Valentine’s Day promotions immediately. Having a retail calendar plan is the best way to keep track of yearly promotions that fit in with the frenzy of seasonal activities.
We want to see your holiday promotions! Post pictures of your ‘Best Tanning Salon Holiday Display’ on the Uvalux Facebook Wall. Have fun!
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
Setting up an Educational Scholarship Fund can be a great way to give back to your community or a thoughtful way to honour a loved one. For tanning salons, making Vitamin D the scholarship topic is a surefire way to increase educational awareness about tanning and the health benefits of Vitamin D.
Learn how Manny Manuel, Salon Owner of Manny Tan in Kamloops, BC has achieved success through his first annual scholarship:
“This was the first year I ran it and I did it to get kids to do their own investigation into Vitamin D deficiency so they could discover the benefits of moderate UV exposure and the epidemic that is Vitamin D deficiency in our country. I had almost 2 dozen essays submitted and I think it was a success. This year I had limited it to the school I graduated from but I think next year I will expand the scope to include all high schools in my city to further spread the word of moderate UV exposure helping combat Vitamin D deficiency.” - Manny Manuel
When setting up a scholarship, the first step is to determine what type of scholarship you want to set up, based on the duration of the award. Research your options which may include a one-time, annual, or endowed scholarship. Decide how much you will award and how you will fund it. Can you get others to contribute on a one-time or periodic basis? Then the last step is to name your scholarship and establish criteria for the award. In Manny’s example:
The Mannytan Vitamin D Scholarship is open to all students of South Kamloops Senior Secondary. Must have proof of enrollment of post secondary education before funds will be distributed. Scholarship of $750 is awarded to the best written essay.
Application Procedure
Submit an essay of at least 1000 words. The topic of the essay should explain the following:
What are the benefits of moderate UV exposure and the benefits of Vitamin D produced by the human body when exposed to sunlight? Risks and concerns about Vitamin D deficiency should be addressed as well. Deadline is May 15th, 2011.
A Vitamin D scholarship not only helps provide students with financial assistance, but it will also help educate students about moderate UV exposure. It also gets them motivated to practice safe tanning when tanning outdoors or indoors at your salon. When finally declaring a winning essay, how about creating a hall of fame? Make sure you recognize the scholarship winners by creating a wall of achievement in your tanning salon!
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
Do you use Social Media? Some salon owners are still unsure about the utility of social media. Are potential customers really reading Twitter? Does Facebook do anything more than build brand awareness? The answer is, “Yes!”
Steve Holt, speaker, consultant, teacher, and writer for over a decade, says “Social media isn’t about the ‘media’… It’s about the ‘social’. Focus on the fans, not the product.”
Steve has helped thousands of small business owners, and their personal development through his workshops and keynote speeches. His work has focused on social media, leadership, and training & development.
Here are some more useful tips shared by Steve at one of his recent seminars:
Offer content customers can only get on your Facebook page - don’t include this info on your website. Give them incentive for going to your page. Make it something good (i.e a free tan). Warnings for Facebook posts: Don’t use stale content or get too personal. Don’t fail to pay attention or have inexperienced representatives.
Facebook’s astounding statistics: As of April 2011 - Over 600 million users are on Facebook. In 20 minutes… 1 million links are shared, 1.8 million status updates and 10.2 million comments are posted, 2.7 million photos are uploaded, 7.6 million pages are ‘liked’, and 200 million access Facebook via a smart phone! Did you know? Oreo has over 21 million fans (twice as many as Lady Gaga). They encourage their Facebook fans to take pictures of Oreos and post it on their page.
Always monitor the pictures being posted on your page, and make sure you let everyone post content. Facebook is not a one way conversation. People love to interact and share pictures, so have them post pictures of the products they love and pictures of themselves!
Twitter’s tremendous statistics: As of March 2011 - Over 200 million users are on Twitter. Rather than Facebook, Twitter is more of a ‘microblog’ where users write short instant messages and updates to followers. 80% of Twitter usage is on mobile devices, so it’s used on the go with responses needed to be post quickly. By posting relative and interesting content, you can make it fun for everyone to follow you!
Visit www.Facebook.com/steveholtconsulting to ‘like’ his page and you’ll receive more social media tips!
Also check out this cool infographic that helps you understand the world of social media.
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
When Owners Yvon Cormier and Jennifer Crook opened the latest Oceanside Fitness & Tanning gym in Shediac, NB they wanted to grow the tanning business as quickly as possible. Jennifer and Yvon knew from experience that while traditional radio and newspaper advertising worked… it also took time.
“We own gyms with full tanning salons inside them. What we did to accelerate business growth was producing a couple thousand business cards with ‘Free tan’ written on them. We gave them away in numerous ways - each new gym member got one (even the non-tanners, who were asked to pass them along to a friend who tanned). We gave each of our 8 staff members a handful of free tan cards, and asked them to pass them along to their social circle. We asked gym members who were also hairdressers and estheticians (seeing a lot of women clientele in a social environment) who were ‘raving fans’ of our facility to help us give out free tans to their clientele. We also went door to door to businesses in the community and left our gym brochures along with some free tan cards, and asked business owners to leave them in the lunchroom.
We expired all the cards a few weeks from when we gave them away, and also indicated on the card ‘limit 1 card per person’.
Our tanning business went from a standing start to NEARLY AS BUSY as our 10-year old salon in just months. We received hundreds of new tanners who brought in the free tan cards. Each new tanner who tanned for free was told that they could “refer” new tanners to us who would also be given a free tan.
Our tanning business is now bustling. We have added a new Versa Spa spray tan booth to our 5 UV bed mix, and are enjoying huge success in our market in our very first year of business. And we know we will only get busier as word of mouth spreads about our beds and our customer service.”
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
While large brands and companies may have thousands of Facebook fans, most small and local businesses including tanning salons may find it harder to achieve as many fans. However, owners can use a small fan list to their advantage since it’s easier for them to contact customers and fans directly.
For a great tip on how to reward fans through a status update, Betty Sharpe, Salon Owner of The Sharpe Cut in Stellarton, Nova Scotia writes:
“I told my clients that if they mention my salon name in their Facebook status and tag me in it, I would give them 10% off any lotion. Kind of like the “I’ll tell two friends, they’ll tell two friends” idea only it’s hundreds of friends. Great way to get free advertising using word of mouth and putting the facebook frenzy to positive use!”
Here are some other useful tips to keep in mind:
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,
nik@uvalux.com
Starting a new job is an exciting time. For any new employee, the first couple of days are crucial for setting the tone. Not only are you meeting new co-workers but you have to learn new surroundings, and new procedures, all while presenting yourself favourably.
For salon owners, formalize a training plan to help you and your managers walk a new employee through the job requirements. A well-trained team who is educated about sun and skincare will reinforce the salon’s credibility and professionalism. Since it is known that people have different leaning styles that work best for them, the best way to learn depends on the person. So the best approach for a salon owner to take is to include a variety of learning styles with their training plan.
One of the many challenges new staff face is getting up to speed on all the knowledge that’s already demonstrated by their co-workers. Consider the following tips when training new staff:
- Give Them a Training Binder: Full of literature about company policies, tanning equipment, lotions, your salon’s ads, flyers, customer cards, daily record sheets, etc. A sample of everything their expected to know or work with, will help them learn during their downtime. They can review the binder’s materials at home, helping to break the employee in slowly to prevent them from feeling overwhelmed.
- Schedule a One-on-One: Salon owners need to know the trainee’s concerns, plans and issues regularly. Hallway conversations are not enough. A weekly structured meeting to discuss their “High’s, Low’s and Need to Know’s” is a good idea. Also be sure to take your one-on-one time to explain your staff expectations to them. Especially when it comes to carefully and thoroughly cleaning equipment after each use.
- Embrace Your Company Culture: Include the new employee into your salon’s culture from the get-go. Invite them to a meeting or social event even before they start their first day of work. This helps them learn co-workers names, what they share in common, and how the salon has evolved. This is a huge way to help seamlessly immerse them into the culture.
- Assign a Buddy: Connect the new staff member to shadow a seasoned employee who gets things done and knows all the ins and outs. This is a great way to help them really understand why certain methods are done a certain way, as well as ask any silly questions they are too embarrassed to ask the salon owner. Have the buddy stress the importance of salon rules, such as never extending tanning times or allowing clients to tan without protective eyewear. Also, the quicker your co-workers bond with each other, the more comfortable you will feel when being away.
- Training Seminars: Provide educational opportunities for all staff members to learn information and network with other salons. Whether it’s a first time or refresher, these seminars can include learning about skin typing, the tanning process, the industry, sales, lotions and equipment offered at your salon. Employees who take their knowledge to the next level will become tanning advocates who effectively teach and train customers.
Are You Doing the Right Things?
The JCTA has guidelines in place for their members to follow. Even if you are not a member you should be following the key points to make sure that we are being responsible to our clients. For a complete list of our guidelines visit www.tancanada.org
Tanning Salon Checklist
If you have any questions about anything above, please feel free to contact Uvalux or the JCTA. We are happy to help you be as responsible and professional as possible.
Owner of Studio 86 in Strathmore Alberta, Vicki Penrod (shown on the far right), purchased a Mystic Tan spray booth and is thrilled with the results so far. Vicki and her staff sprayed 56 people in their first month with the Mystic HD unit! Way to go Studio 86!
Adding sunless tanning to your list of services is an affordable and profitable opportunity to attract new clients into your spa, salon or fitness centre. Chances are many clients who have never experienced indoor UV tanning have also never visited a salon to try other services, such as spray tanning. When you market sunless tanning services, try to target this specific demographic; potential clients who have never set foot in a tanning spa before.
Vicki says, “I wanted to offer an additional service to broaden my customer base and help to even out visits during the less busy tanning season. We unveiled the option to spray tan at our annual Customer Appreciation Day. Right from the start it was busy. We promoted heavily the first couple of months and utilized the 2 for 1 sessions. My goal was to get as many people to try it as possible so they could tell their friends and help spread the word. Well it has worked! We continue to see new spray tan users and have many repeat visits. Now that the busy season is approaching we are excited for the potential. My staff and I are continually upgrading our knowledge of the process and are able to pass on many tips for an even better experience.”
“Working with the great people at Uvalux has made the investment so worthwhile. You have been there every step of the way and continue to support us in every way you can. Rather than reinvent the wheel, we have followed the marketing suggestions offered by Uvalux and Mystic Tan and it has worked for us. We reward referrals, and this has worked exceptionally well - we had a gal who was leaving for Mexico the next day, who didn’t want to be the “white Canadian on the beach”. She did a Mystic tan before her trip and was so pleased with the results and told all her friends. Now we have many clients who Mystic tan prior to their trips to sunny destinations, both as a top up of colour for their base tans or just to get the tanned appearance for the first few days of the holiday. We have also noticed that some of our Mystic clients have started UV tanning as well. Without the option to spay tan they might not have come in, would not have had a chance to get to know us and trust us, and would have missed out on a great experience.”
Advise your salon staff to continually educate clients by showing why your products and services exceed drug-store competitors. Today people want convenience and with more choices than ever on store shelves, you must prove why products that can be purchased in a drug store do not possess the ‘above and beyond’ factor that your salon can deliver. Salons provide better service and natural-looking results that rejuvenate the body, helping to make customers feel healthy and attractive.
If you have a Marketing Minute that you would like to share, please e-mail me your promotional idea and if we print it you will be rewarded with $150.00 in product.
Thanks,nik@uvalux.com
Essayez d’offrir des options qui augmenteront le montant total des ventes. Comme par exemple - Lorsqu’un client veut se procurer un forfait de 100 minutes de bronzage, offrez-lui celui à 200 minutes, qui coûte moins cher par minute, pour l’inciter à se procurer un plus gros forfait. Ou aussi, vous pourriez offrir un forfait qui inclut une lotion, un hydratant et des lunettes protectrices. La même technique peut être utilisée lorsqu’un client souhaite se procurer une lotion. La préposée aux ventes lui suggère une lotion alternative, aux bienfaits supplémentaires qui répondront à ses besoins. Comme lorsqu’un client souhaite obtenir un bronzage très fonce et qu’il choisit un agent bronzant 4th dimension, la préposée peut lui suggérer un agent bronzant 7th dimension au prix plus élevé, pour augmenter la couleur et la rapidité de son bronzage. Recommandez aussi qu’ils se procurent un hydratant pour prolonger la durée de leur bronzage.
Si vous faites la démonstration des produits, ceci vous aidera à faire des ajouts de vente. Uvalux offre des échantillons gratuits de certaines lotions pour que les salons les fournissent aux clients.
Lorsqu’un client n’est pas tout à fait convaincu de suivre vos recommandations de se procurer un certain produit, offrez-lui un échantillon gratuit, pour qu’il puisse l’essayer. N’oubliez pas de vanter les bienfaits du produit et d’essayer ainsi de conclure la vente !
La clé pour faire des ajouts de vente, c’est de se concentrer sur les exigences du client et de fournir des solutions à ses besoins uniques. Parlez à vos clients, développez une relation avec eux et écoutez. C’est une situation gagnante-gagnante pour vous, et pour le client. Ils investissent beaucoup de temps, d’argent et d’énergie dans leur bronzage. Ne croyez-vous pas qu’ils méritent d’utiliser la meilleure lotion ?
Si vous avez un instant de marketing que vous aimeriez partager avec nous, faites-le moi parvenir par courriel et si nous publions vos idées de promotions, vous recevrez pour 150$ de produits.
Merci,nik@uvalux.com