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Old 01-11-2006, 06:13 PM   #21 (permalink)
 
Join Date: Apr 21 2004
Location: Frisco, TX
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Re: Demographics

I don't own any salons any more. I find it a conflict to own salons and sell equipment and assisting other salon owners. No disrespect to the Tantalk or any forum for this industry. People can ask questions and they will get all types of answers from all types of sources. The people asking the questions can determine which answers best suit their needs. Tommy it is my understanding that you don't own a salon and never have, is this true? If anyone would like to speak to the owners of the salons that I have assisted in opening I think you will find that their view of Consultants or Distributors that will actually get involved with every aspect of opening a salon is positive. I don't have any more time for this thread. You can find me on other threads trying to assist. Oh and one more thing thing, I have never had one of mine or my clients salons fail.
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Old 01-13-2006, 01:06 AM   #22 (permalink)
 
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Re: Demographics

Steve,

I have nothing but respect for you as a professional. What I question is the over reliance on demographics. Tanning is a lifestyle. It's a behavioral trait. When he ITA estimates that 10% of the population are tanners, there must be a reason why the other 90% aren't tanners. Follow me so far. You spoke about targeting customers and you will be surprised how so many business owners target prospects using demographics. If you go strictly by demographics, it is a "watered" targeting. you have to take into account how consumers spend their time, what they read, what they eat, what they watch, where do they shop and so forth. Having said that, would strongly recommend that salon owners, and especially newcombers, adopt a targeting method that relies on behaviors. The larger companies do just that. they look at everything we do and what we buy ad that is how they build a model for their target customer. It is a science now and there are marketing companies out there that have developed a system of classifying consumers into clusters or segments. each of these clusters consist of consumers with similar behavioral and demographic traits. it is that blending of demographics with behavioral traits that reduces some of the risk in targeting, ad ultimately the cost of targeting the right consumers whether it be indoor tanning or bicycle riding. Having said this, it is quality not quantity. if i targeted 1000 people based strictly on demographics, my targeting would not be as efficient than if i targeted people on their behaviors plus their demographics. I now would have a targeted list of maybe 150 potentials who fit the "model" of a tanner. When the tanning salon owners finally take into account behavior traits they will become more efficient and cust out a lot of the waste in their marketing and promotions. I hope that helps.
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Old 01-17-2006, 01:08 PM   #23 (permalink)
 
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Re: Demographics

BigLeo, point taken, however tanning is part of the wellness industry. This puts in a group of business like Hair Salons, Nail Salons, Day Spas, Fitness Centers. We target primarily the female population. Within this targeted audience we know that for the most part they are all concerned with appearance whether they ride a bike or not. Given that and making very conservative projections of your target audience using demographics will be very effective for determining the potential effectiveness of a potential location. Also understand that in order to compare one location to another location to determine which is best you must establish a formula. Consistently using that formula based on proven statistics allows you to determine many important factors using demographic reports.
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Old 01-18-2006, 10:06 PM   #24 (permalink)
 
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Re: Demographics

If they SOLD. Wouldn't that classify as FAILED?

Throw some spin on that now if you will....

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Old 01-20-2006, 12:18 PM   #25 (permalink)
 
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Re: Demographics

In my early years of this industry I opened many salons in order to sell it as a working salon allowing the buyer to bypass the the long hard opening process. I have a client now that has a very successful salon in Murphy Texas, her husband is being transfered to Colorado so they will have to sell the salon. No that does not always suggest failing. In most cases the reason for selling is the salon is failing or the salon is old and needs costly updating to keep Pace. The owner does not want to reinvest so they sell.
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