tanTALK - View Single Post - Advertising

sunsally · 09-13-2005, 01:10 PM

Let's try to categorize the "typical" options and their pros/cons

1. Newspapers -- Every town has one (or more), question is -- does YOUR market read them and will they see your ad?? In some small towns or suburbs, the "local" paper has all the info you need to know, and may be widely read by the 30+ crowd. In general, not the place to find most younger tanners.

2. Coupon mags/multi-ad mailers - JB Dollar, Penny saver, ValPak, Money Mailer,...... - Large distribution at small cost. "Return" varies by market - some do GREAT with these, some get very little response. Best used in an attempt to draw new tanners to your salon - have a great offer to get them in the door!

3. Other "coupon" delivered options - Advo, flyers delivered with the paper, etc. Exact options will vary by market - look for what comes to YOUR home (if you live in the market), what gets your attention, and what YOU and YOUR FRIENDS (or people in your target market) use!

4. Radio - Can be very cost-effective for a multi-salon operation, harder to get your "bang for your buck" for single salons in most markets. Better off doing a "blitz" during a short time period (e.g. for a free tan weekend) then just occasional spots spread throughout the season.

5. Phone book ads - Probably fewer than 10% of salons think this really is a good source for them anymore. Multiple phone book options in most communities, and most (younger) people don't use them at all anymore.

6. Grocery Sales Slip coupons -- generally inexpensive, but also generally ineffective.

7. Direct mail - Generally between 25 and 40 cents printed and delivered per address. Effectiveness will depend on quality of the addresses, attractiveness of the offer and the "medium" (do they want to read it?) and timing! Free tan in October not NEARLY as interesting as Free tan in April! Targeted direct mail, to your data base (once established) can be very cost effective - you KNOW they tan already, just need an offer to get them back in your door!

8. Phone calls and/or emails - Can work with smaller salons, calling customers or sending them an email with a brief "offer" to entice them to come to the salon to hear more.

9. Cross promotions with other local businesses -- Pick based on shared customer demographics and/or geography. Pizza places and other fast food, florists, tux shops, hair salons, nail shops, gyms, travel agencies,..... Limited only by your imagination and willingness to go in, introduce yourself, and ask to talk to the owner about how you could help each other! "Free tan" cards, flyers, drawings for gift certificates, combined openhouses,.

10. Referral System - Giving current customers "incentives" to refer new customers to the store. Contests as well as ongoing programs.

11. Internet - salon website as well as web traffic directed by equipment (e.g. mystic tan), google ads, on-line phone directories, etc.

Key for ANY advertising ---

A. KNOW YOUR MARKET - WHO are you trying to attract and are you using the right "medium" to find them

B. EFFECTIVE OFFERS - the BEST medium/venue can fail miserably if the offer is no good. Focus on GETTING THEM IN THE DOOR - "close" the sale once you get them there.

C. Have to SPEND MONEY TO MAKE MONEY (as well as time and effort!) - Initially, it is NOT a case of "if you build it, they will come". Takes a LOT to get "established" and "known" in the eyes of consumers. The faster you do that, the faster you'll be on your road to a profitable salon!

D. REPETITION, REPETITION, REPETITION - One "shot" at almost anything, is going to be less effective than repeated attempts. Sometimes they don't "see" it until they've been "shown" it 3 or 4 times! It can help considerably if you pick a color, font, graphic, tag line, "style" -- ANYthing (or combination of these things) to help "tie" your messages together in the consumer's mind. And don't save up for "one BIG" advertising attempt -- do some little things along the way to build up steam and familiarity so the "one big one" doesn't fall on deaf ears!

Anything we've forgotten??

_________________
Quote:
On 2005-07-20 22:26:00, Neon Beach wrote:
sunsally, as I mentioned has good advice

And I stand by that!! Big Time!!

[ This Message was edited by: sunsally on 2005-09-13 13:12 ][ This Message was edited by: sunsally on 2005-09-13 17:08 ]

09-13-2005, 01:10 PM	#1 (permalink)
sunsally www.highlinecapital.com Join Date: Nov 23 2004 Location: ITA Member & Berman Supporter! Posts: 2,512 Rep Power: 8	Let's try to categorize the "typical" options and their pros/cons 1. Newspapers -- Every town has one (or more), question is -- does YOUR market read them and will they see your ad?? In some small towns or suburbs, the "local" paper has all the info you need to know, and may be widely read by the 30+ crowd. In general, not the place to find most younger tanners. 2. Coupon mags/multi-ad mailers - JB Dollar, Penny saver, ValPak, Money Mailer,...... - Large distribution at small cost. "Return" varies by market - some do GREAT with these, some get very little response. Best used in an attempt to draw new tanners to your salon - have a great offer to get them in the door! 3. Other "coupon" delivered options - Advo, flyers delivered with the paper, etc. Exact options will vary by market - look for what comes to YOUR home (if you live in the market), what gets your attention, and what YOU and YOUR FRIENDS (or people in your target market) use! 4. Radio - Can be very cost-effective for a multi-salon operation, harder to get your "bang for your buck" for single salons in most markets. Better off doing a "blitz" during a short time period (e.g. for a free tan weekend) then just occasional spots spread throughout the season. 5. Phone book ads - Probably fewer than 10% of salons think this really is a good source for them anymore. Multiple phone book options in most communities, and most (younger) people don't use them at all anymore. 6. Grocery Sales Slip coupons -- generally inexpensive, but also generally ineffective. 7. Direct mail - Generally between 25 and 40 cents printed and delivered per address. Effectiveness will depend on quality of the addresses, attractiveness of the offer and the "medium" (do they want to read it?) and timing! Free tan in October not NEARLY as interesting as Free tan in April! Targeted direct mail, to your data base (once established) can be very cost effective - you KNOW they tan already, just need an offer to get them back in your door! 8. Phone calls and/or emails - Can work with smaller salons, calling customers or sending them an email with a brief "offer" to entice them to come to the salon to hear more. 9. Cross promotions with other local businesses -- Pick based on shared customer demographics and/or geography. Pizza places and other fast food, florists, tux shops, hair salons, nail shops, gyms, travel agencies,..... Limited only by your imagination and willingness to go in, introduce yourself, and ask to talk to the owner about how you could help each other! "Free tan" cards, flyers, drawings for gift certificates, combined openhouses,. 10. Referral System - Giving current customers "incentives" to refer new customers to the store. Contests as well as ongoing programs. 11. Internet - salon website as well as web traffic directed by equipment (e.g. mystic tan), google ads, on-line phone directories, etc. Key for ANY advertising --- A. KNOW YOUR MARKET - WHO are you trying to attract and are you using the right "medium" to find them B. EFFECTIVE OFFERS - the BEST medium/venue can fail miserably if the offer is no good. Focus on GETTING THEM IN THE DOOR - "close" the sale once you get them there. C. Have to SPEND MONEY TO MAKE MONEY (as well as time and effort!) - Initially, it is NOT a case of "if you build it, they will come". Takes a LOT to get "established" and "known" in the eyes of consumers. The faster you do that, the faster you'll be on your road to a profitable salon! D. REPETITION, REPETITION, REPETITION - One "shot" at almost anything, is going to be less effective than repeated attempts. Sometimes they don't "see" it until they've been "shown" it 3 or 4 times! It can help considerably if you pick a color, font, graphic, tag line, "style" -- ANYthing (or combination of these things) to help "tie" your messages together in the consumer's mind. And don't save up for "one BIG" advertising attempt -- do some little things along the way to build up steam and familiarity so the "one big one" doesn't fall on deaf ears! Anything we've forgotten?? _________________ Quote: On 2005-07-20 22:26:00, Neon Beach wrote: sunsally, as I mentioned has good advice And I stand by that!! Big Time!! [ This Message was edited by: sunsally on 2005-09-13 13:12 ][ This Message was edited by: sunsally on 2005-09-13 17:08 ]