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-   -   Grand Opening vs. Customer Appreciation vs. FTW (http://tantalk.com/general-tanning-industry-discussions/2343189-grand-opening-vs-customer-appreciation-vs-ftw.html)

sunsally 02-06-2005 01:03 PM

Fascinating discussions going on other threads, but sometimes a bit of overlap or even confusion so I thought I might try a "summary".

First concept:

GRAND OPENING

As it sounds - for an OPENING. Generally done not necessarily on OPENING DAY, but rather after you have been there a little bit of time (weeks? months?) and have a little "buzz" created so that your GRAND OPENING message will actually be heard. "Soft" open first to help ensure the "GRAND OPENING" will not be a dud.

Variations on Grand Openings --

Grand REopenings - e.g Riverbrat's water damage, a store that changes locations, a store that does a major renovation/addition, a store that is sold to new management/ownership.

Also - A new store opening at ONE location causing an entire "salon group" to have a similar celebration at their location even though they are already established.

Openings are designed to get ATTENTION and INTEREST for a location. With the assumption that attention and interest will lead to sales.


Second concept:

CUSTOMER APPRECIATION DAYS AND/OR ANNIVERSARY SALES:

For an ESTABLISHED salon, generally a once/year (or twice tops) pre-set sale that gives extra special pricing for a short window of time (usually a day or weekend).

Small semantic difference - "Customer Appreciation" suggests it is for CUSTOMERS (even if not active now) although in practice, PROSPECTS (new customers) are generally welcomed. "Anniversary sale" suggests it is about the store saying "Thank you" in general, and both customers and interested prospects would be more than welcome.

A salon could have a "Grand Opening", a "Customer Appreciation Weekend" and even an "Anniversary Sale" within the course of a year if they wanted. But to be most effective, want to create a sense of urgency so once a year or twice max is ideal.


Third concept:

FREE TAN DAY or FREE TAN WEEKEND or FREE TAN WEEK

This can be simply a "TACTIC" that can be used around any of the above, OR an "event" on it's own during an otherwise slow time as an "attention getter". It is meant to stir interest and DRIVE TRAFFIC TO THE SALON. New, newer, or long-time established salons all COULD utilize this tactic. However, some established salons in smaller communities may already be "known" by everyone in town, and just saying "customer appreciation days" or "anniversary sale" may be enough without the "extra" lure of "free tan day". But everyone LOVES "free" and the idea of "getting something for nothing"!!

Other "tactics" that could be used would be "bargain" tans (half priced or less), "dollar days", a special "one day sale" (maybe 20tans/$20 today only) etc. But the more spectacular, less 'strings attached' the offer sounds - the more people will respond.


Once the traffic is IN THE SALON, the "FREE TAN" event is made profitable the same way a customer appreciation sale or anniversary sale or grand opening sales does - through the selling of packages, memberships, product etc. Have a few key "specials" with a sense of urgency that this will be a "one time offering" or a "once a year price". Personalize these to match what fits your market and your salon. Give away some free sessions with the purchase of a package. Or drop an enrollment fee on a membership (EFT) sign-up. Give some upgrades with purchase of a lotion. Etc


FOCUS ON WHAT YOU WANT TO SELL! If you want to sell higher priced lotions, consider giving a percentage off or offering free tans with them or bundling them with a moisturizer. If you want to sell longer term commitments (EZPay/EFT's and/or yearly pre-paid), lead with this as the "best value". If you want to encourage tanners to come during a time of year that is generally slow - give a special "limited time" offer that covers that slow period and run your sale that time of year.

No "one size fits all" for the EXACT approach and EXACT formula, timing, offers, etc that will work in every market. But what DOES generally work is:

1. Timed to lead just INTO or OUT OF the 'busy season' so you are "locking" them into tanning with you right before they would be buying full-priced packages SOMEWHERE normally anyway or "convincing" them to keep tanning into a slower season when they would generally just stop.

2. Have significant enough advertising, word-of-mouth, "buzz" prior to your "event" that it generates a LOT more traffic than normal -- more opportunities to sell, and the "festive" atmosphere alone can help convince people to buy because it seems like "everyone else is - it MUST be a good deal!". Food, DJ's, Raffles, etc can all HELP with this, but the BEST draw is going to be promise of a "extra special deal" - whether a free tan or a one day only package sale etc. - after all, you are a tanning salon, not a restaurant or a travel agency or a radio station! When you make it seem they CAN just come and get something for nothing (a tan) ---- they are more likely to spend in the end!

3. Have your salon present it's best foot forward! This is your chance to make an impression - don't blow it!! Advertising should look "professional" (even if it isn't), salon is spotless, equipment is sparkly clean (does it look like it did when you bought it new??), sales staff is skilled, etc.

4. Don't give away the farm, but don't be greedy. If your best sale is always your "buy 20 visits, get 5 free" - offer it NOW! Want to get people to try your spray tan - let them buy a couple at a discount and get them hooked! Make the offers IRRESISTABLE - and then have the "closers" there to make sure nobody leaves without "taking advantage" of at least one! And get a "buying frenzy" atmosphere going - "hey, at these prices, you should just stock up on your lotion now!" Get them thinking about birthday gifts, mother's day, valentines, Christmas etc

5. TRACK YOUR RESULTS and LEARN! How many NEW customers did you attract? How many purchased? WHAT did they purchase? How many stayed on after that was used up? How many current customers 'changed' their spending habits (bought more than they usually do, bought more expensive stuff than they normally do, stayed active longer than they normally do, used better equpment than they normally do). How did you do with follow-on sales (upgrades, more packages, lotions,..)? How many referrals do you get from these "sale" customers? Use this information to adjust what YOU do for next time - the timing, the offers, the advertising, the length, and so on.

Bottom line to remember from the day you start thinking about opening a salon to "Grand Opening" through each and every promotional event you do??

Quote:
On 2005-02-06 11:43:00, dhgranstrand wrote:
The tanning salon business at its root core is a business like any other business out there. Look around. Most people have some discretionary income to spend on an assortment of sports, salons, bars, nicer vehicles, clothes, landscaping, hair care, body treatments, household goods, etc, etc, etc.

WE COMPETE WITH THOSE BUSINESSES TOO!!!!!!

Look at how they promote their businesses!!! Emulate the successful ones!!! You are competing with them, not just the tanning salon across town.

Look at the Sunday ads in the local paper. Put your name at the top of the ad and imagine the response you might get.

Listen to the radio. When a local ad comes on (insert your name here) and ask yourself how that ad would impact your business.

They all offer incredibly good sounding deals and then capitalize on the traffic it generates.


Run your salon like the BUSINESS it is - and go further than you can imagine! And don't be SO set in your ways that you aren't open to seeing new ways of creating an even bigger and better business than you have already!

Good Luck!!






_________________


[ This Message was edited by: sunsally on 2005-02-06 13:47 ][ This Message was edited by: sunsally on 2005-02-06 14:40 ]

MATT A 02-06-2005 01:07 PM

Excellent Post sometimes I worry you seem to post so good.






sizzlestan 02-06-2005 01:15 PM

Well put, said, thought out, etc. Kudos Sally. Post more often. Its good to read positive posts then wade through negative ones to find the little shiny nuggets that get barried between the crap.

MJ 02-06-2005 01:22 PM

Awesome post! NICE RECAP and Personal interjection there!

I hope everyone trys a few of the suggestions at least once. It is soo worth teh effort, time and money to do these special days. All clients like to be appreciated...don't you?
We may be salon owners but we are still consumers...and wait for sales in for xmas-jan white sales...annual and semi annual events to our favorite places to shop. Like clock work. Would it not be nice for your salon to be added to someone "can't wait for that sale" list?

Thanks again Sally..
PS someone should make this a sticky!!!!!

DWhite6872 02-06-2005 01:24 PM

Done its a sticky/

sunsally 02-06-2005 02:44 PM

Thanks - I feel honored to have written something to have achieved "sticky status"!!

I've added a few things (e.g. dhgranstrand's quote) and will continue to edit as suggestions are made so it can be sort of a "best of.....grand openings/anniversary sales and FTW's" summation.

dhgranstrand 02-13-2005 12:20 PM

Excellent post, SunSally!

We need to continue to emphasize the importance of looking at the "BIG" business picture and not just trying to compete with the salon across town.

Most consumers have some discretionary income to spend on a variety of interests. Focus on getting them to spend some of it with you.

Rule # 1 - GET THEM IN THE DOOR!!!!!

Rule # 2 - SELL THEM SOMETHING!!!!!

Rule # 3 - Create such a nice, CLEAN, comfortable, PROFESSIONAL environment that they can't wait to come back!


tanzme 03-05-2005 07:18 PM

i did the tan free weekend and it did well for me..

Neon Beach 03-05-2005 07:21 PM

Good advice, if you can pull it off!

DWhite6872 03-06-2005 08:53 AM

No it's never too late

Oasishair 03-29-2005 07:22 AM

very good advice, I am opening up a 6 chair hair salon with 2 tanning rooms, and that advice was printed out Thanks!!!!!

Rose 04-06-2005 11:25 PM

Sunsally,is there any commputer programs, such as Helios, that will make it easier to tally this info that you speak of in #5? Thanks for taking the time to help others!

DWhite6872 04-08-2005 10:37 PM

Helios will track it. We created a code just for FTW. You can then pull how many and what they bought. We had over 650 new clients for our FTW and every single person at least spent a dollar!

Wildfire1073 05-19-2005 07:09 AM

Another thing that might be a good idea is to have your new customers fill out a referral form for everyone they refer and put them in a box. Then once or twice a month have a drawing, only pulling one name. Then give that person something for free, ie. a few tans, a bottle or lotion, etc. Just my 2 cents worth.

John B 05-22-2005 03:05 PM

Great post! Just thought I'd add something however. We recently joined the Chamber of Commerce in our town and they will assist with a "Ribbon Cutting". They take care of all the invitations, including county and city mayors, commissioners and officials. They will also make arrangements with the local newspaper to have someone there to do a short story and take your picture. In addition, they will also allow you to put your brochures in the local Chamber office (which by the way has literally hundreds of people come in every day...locals and visitors). A Business AFter Hours is held quarterly for members and at that time you can bring in displays, business cards, brochures or what have you. Other members also attend and at the last BAH we donated tanning as one of the door prizes. It's a great way to get your name out there. It's a small investment for the return that it gives us. When we joined, we were invited to a new member breakfast and our picture was also taken and put in the paper. We've had lots of new clients say that is where they saw us. Normally people don't read the ads in the paper here, but they sure do look at pictures! It may be worth checking into in your town. We are the only tanning salon who is a member and we are also listed on their website and linked to our website through theirs. Our particular Chamber has 560 members and they always refer members first when someone calls or comes in looking for something in particular.
Throwning my two cents in here as I worked for the Chamber for a while and pretty much know the ins and outs. Thought you all may be interested!

fireharley9 06-21-2005 03:12 PM

don't forget to get ahlod of your distributor and have them talk to some of the lotion manufactuers to get free promo stuff. i us national tanning and they alway get me as much free stuff as possible.

sunsally 01-28-2015 08:31 PM

Re: Grand Opening vs. Customer Appreciation vs. FTW
 
10 years later....the ideas and strategies shared here still work!

sunrisetan 01-29-2015 06:59 PM

Re: Grand Opening vs. Customer Appreciation vs. FTW
 
Quote:

Originally Posted by sunsally (Post 15090455)
10 years later....the ideas and strategies shared here still work!

As I was reading thru it....I kept think, great idea's...thanking you for taking the time to offer it all up...then I noticed from 2005! Wow! Kudo's to you. You are great.

Steve Underhill 01-30-2015 02:11 PM

Re: Grand Opening vs. Customer Appreciation vs. FTW
 
Advertising is about creating awareness and bring tanners to your salon. In an effort of keeping the reason for your advertisement fresh it is important to take advantage of current events, like The Super Bowl, Valentines day, Customer appreciation and so on. Also remember that communicating with tanners is not always about discounting tanning.

You can advertise packages or memberships starting at your current price instead of a discount. We are reminding tanners that they enjoy tanning.

What you advertise is just as important as when you advertise. Grand Opening, Customer appreciation, FTW events are all designed to increase traffic and jump start a season but structured properly will generate a great deal of income for those few days. I advise against discounts on long term packages.

Discounts during those few special event days should not extend longer than a 30 day package. Especially heading into the busy season.

jparascand 02-05-2015 02:02 AM

Re: Grand Opening vs. Customer Appreciation vs. FTW
 
We did a free tan day with a packet of lotion. We are a very new salon only open 2 weeks. We decided to do this last minute and we post it on facebook and were doing facebook paid advertising for about 4 days before. We got about 170 likes from our advertising at this point. We put the post on facebook at about 10:30am and we were hoping for a couple of clients. We got 23 and paid $9.12 for facebook advertising for the day. We did about $200 for the day. I know it is not much but I think we got a great return on investment. Facebook advertising for our industry I feel is very good. We are now up to 350 likes in about a week and spent about $140 with $50 of this a facebook ads credit. Our sales have been steadily increasing day after Super Bowl was our busiest day every and the only advertising we have going out now is facebook. We do have a lot of other advertising going out this week and next week so I anticipate business picking up a lot more.


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