New Owners Bring New Name = Better Business? - tanTALK

DeterminedMama · 05-13-2010, 04:44 PM

I know that there is another thread about changing a salon name, but my situation is slightly different.... different circumstances.

I'd love if you offer your opinions!

This salon has been in business for approximately 8 years. The first owner had it hopping! Very successful business.

The second owner has owned it for 4 years and has let it go. I don't know if it's all on him or if it's partially the economy or what, but it's not doing nearly as well as it was before. He is an absent owner with cranky people working, among other things...

So.... for those reasons, I feel like a new name would be a fresh start. It would be very obvious to people that we are new owners and that they will likely have a much better experience than they have before at the salon.

Is this still a no-no, in your opinions?

engfant · 05-13-2010, 07:59 PM

What's the name now? Also if it has a bad reputation then a name change could be a good idea. Otherwise get a new one anyway. It's the best marketing money you can spend.

sunsally · 05-13-2010, 09:12 PM

My thoughts....

With the CURRENT name -- you already have "recognition" for tanners of where you are located, approximately what equipment, etc. It's got a lot of "familiarity" right from the start - that costs money.

With a new name, there is NOTHING to "trigger" clients about where you are etc. Then, eventually, they'll say "OH...xyz salon...that used to be ABC salon!".

I don't think you necessarily gain that much. And you cost in terms of new signage, and the cost of building the recognition for the new place.

I'd be MUCH more inclined to keep the old name - and announce "new ownership". Put it in your ads, windows, whatever. Afterall, that is REALLY what you are trying to advertise.

Beyond that....in terms of the salon being "rocking" 8 years ago and seeing a significant decline the last 4 years......this absolutely mirrors the "trend" in the industry as a whole. It may have NOTHING to do with the former owners - and everything to do with what the majority of owners have seen. So you may be "concluding" something that isn't actually true (about why business declined), and so trying to "fix" something that wasn't actually the problem.

Keep the name - work on better staff, better ownership and trying to build up a positive word of mouth. Without all those things, it won't matter what the salon is called. WITH all those things -- it won't matter either. So take the easier/cheaper route.

DeterminedMama · 05-14-2010, 12:32 PM

Thank you both for your replies!

glowtanning530 · 05-14-2010, 01:46 PM

I changed the name because I was changing EVERYTHING!

DeterminedMama · 05-14-2010, 02:49 PM

Quote:

Originally Posted by glowtanning530

I changed the name because I was changing EVERYTHING!

And how did it impact your customer base, from what you can tell?

glowtanning530 · 05-14-2010, 03:15 PM

I kept the same tele phone number it didn't impact anything. I wasn't even keeping the same equipment.

DeterminedMama · 05-14-2010, 04:45 PM

That is great to hear! I won't be changing the phone number, either. It might be the only thing I like about the place! LoL

05-13-2010, 04:44 PM	#1 (permalink)
DeterminedMama Join Date: May 12 2010 Location: Utah Posts: 34 Rep Power: 0	New Owners Bring New Name = Better Business? I know that there is another thread about changing a salon name, but my situation is slightly different.... different circumstances. I'd love if you offer your opinions! This salon has been in business for approximately 8 years. The first owner had it hopping! Very successful business. The second owner has owned it for 4 years and has let it go. I don't know if it's all on him or if it's partially the economy or what, but it's not doing nearly as well as it was before. He is an absent owner with cranky people working, among other things... So.... for those reasons, I feel like a new name would be a fresh start. It would be very obvious to people that we are new owners and that they will likely have a much better experience than they have before at the salon. Is this still a no-no, in your opinions?

05-13-2010, 07:59 PM	#2 (permalink)
engfant Join Date: May 20 2003 Posts: 9,301 Rep Power: 29	Re: New Owners Bring New Name = Better Business? What's the name now? Also if it has a bad reputation then a name change could be a good idea. Otherwise get a new one anyway. It's the best marketing money you can spend.

05-13-2010, 09:12 PM	#3 (permalink)
sunsally Team TanTalk Join Date: Nov 23 2004 Location: ITA Member & Berman Supporter! Posts: 3,136 Rep Power: 25	Re: New Owners Bring New Name = Better Business? My thoughts.... With the CURRENT name -- you already have "recognition" for tanners of where you are located, approximately what equipment, etc. It's got a lot of "familiarity" right from the start - that costs money. With a new name, there is NOTHING to "trigger" clients about where you are etc. Then, eventually, they'll say "OH...xyz salon...that used to be ABC salon!". I don't think you necessarily gain that much. And you cost in terms of new signage, and the cost of building the recognition for the new place. I'd be MUCH more inclined to keep the old name - and announce "new ownership". Put it in your ads, windows, whatever. Afterall, that is REALLY what you are trying to advertise. Beyond that....in terms of the salon being "rocking" 8 years ago and seeing a significant decline the last 4 years......this absolutely mirrors the "trend" in the industry as a whole. It may have NOTHING to do with the former owners - and everything to do with what the majority of owners have seen. So you may be "concluding" something that isn't actually true (about why business declined), and so trying to "fix" something that wasn't actually the problem. Keep the name - work on better staff, better ownership and trying to build up a positive word of mouth. Without all those things, it won't matter what the salon is called. WITH all those things -- it won't matter either. So take the easier/cheaper route.

05-14-2010, 12:32 PM	#4 (permalink)
DeterminedMama Join Date: May 12 2010 Location: Utah Posts: 34 Rep Power: 0	Re: New Owners Bring New Name = Better Business? Thank you both for your replies!

05-14-2010, 01:46 PM	#5 (permalink)
glowtanning530 Join Date: Jan 20 2006 Location: folding towels, cleaning beds, ordering lotions, fixing beds, etc. etc. etc. etc. etc. Age: 43 Posts: 1,219 Rep Power: 130	Re: New Owners Bring New Name = Better Business? I changed the name because I was changing EVERYTHING!

05-14-2010, 03:15 PM	#7 (permalink)
glowtanning530 Join Date: Jan 20 2006 Location: folding towels, cleaning beds, ordering lotions, fixing beds, etc. etc. etc. etc. etc. Age: 43 Posts: 1,219 Rep Power: 130	Re: New Owners Bring New Name = Better Business? I kept the same tele phone number it didn't impact anything. I wasn't even keeping the same equipment.

05-14-2010, 04:45 PM	#8 (permalink)
DeterminedMama Join Date: May 12 2010 Location: Utah Posts: 34 Rep Power: 0	Re: New Owners Bring New Name = Better Business? That is great to hear! I won't be changing the phone number, either. It might be the only thing I like about the place! LoL

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