Nik’s Marketing Minute November 2011
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
