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Old 03-01-2014, 07:56 PM   #15 (permalink)
Steve Underhill
 
Join Date: Apr 21 2004
Location: Frisco, TX
Posts: 1,502
Rep Power: 20 Steve Underhill has a spectacular aura about Steve Underhill has a spectacular aura about Steve Underhill has a spectacular aura about
Re: Membership - MANY approaches...

Quote:
Originally Posted by Tony View Post
Steve

The number 1 reason why people start to tan and stop tanning is due to a photobiological reaction!
Are you aware of this? You can treat your client like Gold and they will still stop tanning! You just
cant get most people to tan year round which is the reason an EFT exists in the first place.

There are 3 types of EFT clients

1) Those that tan year round. The smallest group of EFT clients
2) Those that join, start tanning then stop tanning and QUIT PAYING! They are the largest group of EFT clients.
3) Those that join, start tanning then stop tanning and DONT QUIT paying. This group is the group you need to
focus on creating a larger number of members! This is member retention. This is the key metric!

Are you aware Steve that photobiology is responsible for our busy season?
Photobiology: the study of the effects of light on biological
systems.

Tony one of the main reasons for the seasons of indoor tanning is because of the way it was marketed in the very early years and in many cases how it is marketed today. Through marketing we have conditioned tanners to tan during what is now the busy season. Through reeducating tanners you can change seasons. That would explain why so many salons while having peaks and Vallie's each year the degree of income falling off during the so called slow season does not have to be as severe as it is for most salons. To say the slow season is caused purely because of the photo biological effect is over simplifying things.

A great many times operators stop marketing during the so called slow season because they are told it is the slow season. That is the time to step up direct marketing to the client base. Also what you do during the busy season will also have a potential negative or positive impact on the summer and fall months.

What you do determines how good or how bad each season is, pricing is only part of it.

If we spent more time marketing the benefit of tanning, things would be different.

Studies conclude that people also use indoor tanning equipment for the following benefits…

The Feel-Good Factor:
The overwhelming response of customers is that using a sun bed or booth brings an all-round improvement to their well-being.

Your Body:
The luxury of lying down on a sun bed, surrounded by warmth, and cooled by a air flow system, while stimulated by music, is a rare opportunity to relax in a hectic world.

Your Mind:
Time for quiet, away from the phone, work and the home allows restoration and rest for the mind.

Your Feelings:
Looking better helps you feel better about yourself. The better you feel about yourself, the more you will look after your health in other ways, and the more confident you will feel about the use of indoor tanning beds and booths.

Ask anyone what time of the year they want to look good and feel good about themselves? I don't think they will say February through May. They are more like to say always. Now all you have to do is connesct tanning to that desire to look and feel good.
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Stephen Underhill
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steve@smuconsulting.com
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