Steve Underhill

What size is your salon? How many systems? One avenue that many salon owners overlook is radio. Yes radio reaches a lot of people out of your market, however it reaches more people in your market in a way that print will not. Without knowing more about your salon I can not say what effect radio will have. There is another element to your advertising that must be considered. Regularity and message. The only thing that will create more traffic other than word of mouth is effective advertising. Look into creating a year round radio campaign.

SunKissed78

My salon is approximately 1400 sq ft. I have 6 beds. I called one of the radio stations in the area, and thier prices are just out of my budget right now, for 22 spots they want $5500, i'm in the NJ/NY area so its pricey. Word of mouth is working for me, I have a banner and A sign outside which have been working for me. I've revamped my advertising campaign, I'm holding contests and placing posters in different merchants, the number of sign ups have increased, but I'm not close to my competitors which are so booked they are by appointment only. My new posters and are catchy..lets see what happens. Thanks for all the advice everyone.

Roger a. Brown

Check out your competition systems and compare them to your line of systems. Have someone investigate their mode of opperation. Competition is helathy if you can gain assets from it.

It is important ot use ideas that have not been available to you and/or your clients. You have already spent a large sum of money. Spend now only when you find it is successful.

The following may assist you, if you are operating on the multi-level programs:



Have you ever wonder if you yourself could or would be able to sell upgrade tanning system packages to increase your facility’s income. The truth is, you are able if you so desire. There are certain factors that one must consider. The first question that owners should ask themselves is: Can my clients perceive additional benefits equal to the spending more of their money with me? The answer may be assured by the following: When considering an upgrade, your customer should; no, must be able to see a physically larger size tanning system containing more lamps than the unit they have been using. Depending upon the level of upgrade, the possibility of a high-pressure facial or dual color facial lamp should be available. In some cases a VHO system will also achieve the goal. Educating the client is of the most importance.Secondly, will the client obtain a faster, more recognizable skin tone change, upon partaking in the first upgrade and spending their money?

With consideration given to similar facilities in your area, it is suggested that a small to medium sized tanning system be used as your entry-level systems. Usually 100-watt output lamps, without facials are sufficient. This allows you to increase income by offering an upgrade to a second level system. It is always good business to consider the development of similar business in your area. Therefore, thought to purchasing a level of equipment that offers clients more lamps and benefits, indicates smart business sense. Your second level should incorporate additional lamps and project a physically larger size. Again, depending upon your competition, they may remain 100-watt output, be increased to 160 VHO (Very High Output) lamps or have a mixture of both and/or even HP or bi-color facial units. These lamps may also be offered in a reflector design. Depending upon the lamp outputs, there should be at least a 20% increase in tanning output power.

A much larger system with VHO reflector type lamps could be used for a third upgrade, or even a high-pressure system could be substituted, depending upon the varied amount of upgrade levels you may desire. VHO and HP booths are also available to allow for crowded conditions or upgrading.

A perfect top of the line upgrade system could be one similar to a line designed by puretan. This system serves as a two levels unit, built into one. Its purposes are to be utilized as both an entry-level system, or offered as an upgrade, top-level unit. The directive is to train your clients and insure it will produce a certain effect when using this type of system when starting a tanning program. A system that will not allow new clients to burn while obtaining an eye appealing entry-level tan keeps the coming back. This tan is very beneficial and reduces costs I the beginning for the client. Entry-level system should be of lesser tanning capabilities until integrated with this system’s maximum output or upgraded to the next level. Always, use moderation to obtain a base tan. By alternating between levels the systems allow you to introduce your clients to the more expensive upgrade, as a fuller more bronzing tan is obtained. In a situation where the Vertex Booth, integrated with both HP and VHO lamps that may be turned on or off individually, unit at the same time, you are acclimating your clients to request sessions in the upgrade unit. This is accomplished by using the lesser expensive tanning level in conjunction with the upgrade/entry combination, and projects a sincere feeling that will ease to that client’s mind. The rewards are gained when they upgrade by utilizing the system at its highest upgrade level. When selling this larger High Pressure system session, it should be presented in two separate fashions. First, new incoming clients should be advised of the non-burning effects of the system indicating your concern for their “well-being”. When presented properly, it will orient them to the use of this system for future upgrades while being assured they are obtaining the best possible tan available to them without potential problems.

The explanation of melanin excitement and the oxidation or tanning process of the skin, promotes and insures the reasoning behind upgrades to various levels. By integrating use of the high-pressure system with the other non high-pressure systems, a deeper bronzing tan will be achieved in a shorter time and last longer.
Depending upon the variations (different levels) of upgrade systems, you will be able to charge premiums for their use. Extreme, upgrade levels may not be desired or required in various income areas. Also in some instances, too many levels can cause client confusion and/or frustration. Every area requires an upgrade diagnosis prior to adding any particular style of tanning equipment. This is very important in the start up or existing salon business processes.

To encourage upgrade system sales, there are additional options or promotions that can be incorporated. By adding the additional costs of operating and costs of system expenses into the package upgrade price, over the designated time of desired “pay-off”, you can gain income while paying for the expenses and making a profit.
A promotional upgrade example would be to offer a free bottle of lotion every time an upgrade package is purchased. Different pricing (more expensive or less) of lotions could be included with various upgrade packages. Discounts on lotion purchases could also be used to promote certain upgrades. For certain upgrade packages, adding a free-limited sessions into the next level of upgrade could be considered. This will introduce the client to the next level, potentially adding additional income, while tempting the customers to purchase the next upgrade package and lotions. Offer a larger unit with better tanning-producing power as a free one-time tanning bonus for every client’s friend that purchases a certain required tanning package.

Promotions within the employee circle will also offers additional income advantages while increasing upgrade sales. Each employee can either be placed on an additional commission basis for upgrade sales or a base increase every time they meet a dollar plateau you set within the salon.

Another sales promotion would be developing a team scenario. Employees would be placed on separate teams and compete on a combined team effort. The members of the team will encourage other members to reach certain goals, set by you. If they meet or exceed these goals, the top three participants would share in the percentage of the bonuses, in a manner that is justified by their individual sales volumes. The individual employee selling larger dollar amounts of upgrades, and achieving the designated requirements for your salon, should be presented with the higher bonus. Individuals selling less volume should be given a lower percentage of that bonus package. This should be done in a special meeting or presentation with all employees present and conducted on a monthly basis. By conducting this activity on a monthly basis, your staff recognizes the chance to compete, if they did not reach the goals in a prior month. It will also offer you a barometer for evaluating employees and will direct you as to which individuals are more beneficial to your company.

Weekend vacation trips can be tied to a drawing for your clients that purchase larger, more expensive upgrade packages. Also include the employee (s) selling the highest amount over your designated level. Conduct a publicly held drawing or advertise it in the salon or through “thrifty medias”. This will promote your facility. You may want obtain additional tanning clients visiting your location from other facilities in your area. This will also assist in doing the job. The promotional portion of this is never ending and can be made very creative. A mailer can be sent to all your clients with a “peel-off” sticker revealing various discounts, and offers of free sessions or products at various level of systems, from your salon. The “peel-off” must be conducted at your facility and the must register upon winning. This places you face-to-face with many new potential customers that may have never entered your business. It also gives you information for future mailers. They may possibly purchase a tanning session, upgrade or package from your salon.

“Tanning for More Profit” or “Tanning Points to Profits” are superior marketing tools, provided by puretan. It is very enlightening and guides you through the above procedures while directing establishment owners in a manner that will potentially increase income and client flow. These marketing plans have proven, in every case, to be beneficial to those using them.






For information and guidance: please call 800-338-8267 or e-mail to puretan@puretan.net. .

Steve Underhill

When you check on radio pricing you should never call and ask how much for spots, it is much like negotiating a lease. However the reason I asked how big you are determines how you can advertise. Because you are smaller you should take a more leg work approach. Promoting your salon to area businesses and offices, and schools. Door hanger advertising also is quite effective. Because of your size you also have limitations because of your maximum volume potential. Let me caution you about word of mouth, it has limitations and will not represent adequate advertising. The amount of business you do is in direct relationship to the amount of advertising you do.

Steve Underhill

The way your salon is marketed is not determined by what the competition is doing it is determined by your area demographics and the current maturity of your particular market and your size. Up-grades are not the primary solution for increasing traffic. I am sure you have no more room for equipment and don't need to be told you need to purchase up-grade equipment. There may be some solutions just by revamping your marketing efforts or the specials that you are running.