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Old 09-17-2005, 07:54 AM   #11 (permalink)
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I am getting ready to run a fall special. $1 tans or they can trade their $1 tan for $10 off any package or product. I am going to really push my EFT's and also will be promoting my gift cards for the holidays. Big festival in town bringing in a lot of people from close areas. Thought it would be a great opportunity to advertise the salon.
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Old 09-17-2005, 08:49 AM   #12 (permalink)
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You don't need to devalue your salon immediately by giving free tans. The bottom feeders will put no money in the cash drawer and you will have to dig deeper to pay your expenses. Why not offer super deals on unlimited packages like $99-$119-and $139 for 4 months of tanning in your different levels. You lock 'em in for that period and then you got 'em there for the start of the busy season. Your customers will tan regularly to begin with, but into the 3rd and forth month you'll see them less then once a week. If your're going to give free tans, make sure they do something to earn that tan, not just show up. ie---buy lotion, refer a friend, or buy 3 get the 4th free. Good luck and I hope all goes well for you.
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Old 09-17-2005, 09:31 AM   #13 (permalink)
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Parrot head - Your suggestions work PERFECTLY with the the free tan week or 2 weeks for $10 offers!

Free tans are designed to get someone IN THE DOOR. Spark their curiosity, get them to say "what the heck, might as well try it". Whether they have never tanned before, don't normally tan this time of year, or are a regular at a competitive salon!! You are trying to get them to change their normal "habits", and go to a new place.

Thinking they have to walk in the door with $99 in their pocket before they even know what the place is like will NOT get them to stop by!

So - you generate INTEREST and MOTIVATION to check you out with the initial offer. It is one per customer, short term.

THEN - once they are in the door - the real "selling" begins. You tour them to show them your wonderful equipment, clean salon, knowledgeable staff, etc. You encourage use of your upgrade equipment and explain why it is a 'value' for the results they get and the time they save. You talk about lotion use and it's importance. You encourage them to bring their friends and family to ALSO try the wonderful initial offer and see the salon.

At THIS POINT - you lock them in on your great super deals!!! The unlimited packages Parrot Head mentioned, 25 sessions for the price of 20, etc. As Parrot Head says - LONGER TERM packages. The longer the package, the better the deal for them. And of course, the better for you because now you have a chance to make a real "relationship" with this customer and keep them in your salon permanently.

Sure - you will get those "bottom feeders" who don't buy right now. But now YOU have their name, address and know they are a tanner! So, come "season", mail them a flyer or postcard to 'remind' them of your salon.

It is not "devaluing" your salon to try to build a data base. You CANNOT believe "if I build it, they will come", no matter HOW great your location, equipment, staff, salon. The key to the success of ANY new salon is getting as many people through the doors as quickly as possible so you can work on turning them into repeat customers. You can't make them a REPEAT customer if you didn't get them to come by in the first place.

So - get them in the door -- but then you HAVE to keep them!
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Old 09-18-2005, 01:27 AM   #14 (permalink)
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What she said^^^^
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Old 09-18-2005, 08:37 AM   #15 (permalink)
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The free tan concept definatly get them in the door. Like Sunsally stated,the key is keeping them. Let me give you an example of my experience that happened in just the last two weeks. We are a new salon, which opened last January. Our salon is located on a college campus and our main competition is about two blocks away. We have new equipment and a very fun salon. Our competition, with new owners in the last two weeks, have older 1 level Sundash equipment. We both attended a "welcome new students" event put on by the local chamber. My competition gave away 1 free tan to students with ID. We gave "buy 1 get one free" and offered a free lotion sample when they came to our salon. I don't know my competion is doing, but we are doing better now then we did last February right before spring break. I guess what I'm saying is that with a new salon and new equipment, "the free tan" concept will work, but with an outdated salon with old equipment it won't work. Why would they come back and purchase a package without being impressed. We do just that---we impress.
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Old 09-19-2005, 11:40 AM   #16 (permalink)
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I am doing 5 tans for $5. It will be on a postcard along with other offers. Also on my website and the mall website (which gets a ton of hits) My theory is that everyone has $5 in their pocket and they can come in and wow them in 5 visits vs. giving them a week and them coming in only once or twice and then getting peeed because they didn't realize that it expired leaving a bad taste in their mouth.

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