Some marketing stuff VIP CARD

[caribbean tan man]

Every community has VIPs—and you know you would love to have them come into your salon for regular services. The question is: How do you get them to visit your salon in the first place? The answer is simple: Try offering a VIP card.

A VIP Card is an excellent tool, because it allows you to grant a discount on your services and products while controlling who gets the discount, how much the discount is for, how long the discount is in effect and what services are eligible for the discount. Plus, these factors are variable; each card’s specific limitations are hand-entered by you, so you can tailor the discount to a specific individual or service.

Creating The Card
Hire a designer to create your artwork. Your VIP card should have the same look and feel as a credit card or handsome membership card. Don’t use flimsy, cheap-looking cardboard or paper—you’re out to make an impression, not save a nickel. Make it “feel” substantial.

The front of the card is an opportunity for you to make a statement about your business. Use a quality graphic to represent your salon’s look and feel, and (of course) include your logo. The more sophisticated the design, the more sophisticated your business looks. Keep in mind that this may be the first time they are seeing your business and you want to make an impression.

The back of the card includes the copy and non-printed writing areas for your discounts; this are is your means of controlling the discount specifics. Make sure that the fields to be filled in on the card are on a writable surface strip. Make your entries in a fine-tip marker in an unusual color (red, blue, etc.). Discuss your needs with your printer, as they will be able to direct you through the creation process. (We like Form-Craft Business Systems of San Diego, Calif.)

Below is a sample copy that salons have used in the past that has served them well. It is written to allow for flexibility and to minimize abuse.

The VIP cardholder whose signature appears below is entitled to service at the indicated discount level for any service or product purchase.

For appointments call 000-000-0000. (Please mention to the receptionist that this is a VIP appointment.)

Name:___________________________________ _________________

Valid until: _____________________

Service Discount: ___________ Product Discount: ____________

Signature:______________________________ ___________________

This card is non-transferable and the privileges of its use may be withdrawn at any time requiring an immediate return of the card upon request. Please be prepared to present your personal ID along with this card.

LOOKING FIT Salon, 111 N. 1st St., Phoenix, AZ 00000

How To Get Them Out There
Create a list of VIPs, then write each person on that list a personal letter of invitation to your salon and enclose their VIP Card, entitling them to experience your salon at some substantial level of discount. For the individuals you really want to visit your salon, you might want to consider a 100-percent discount for both services and products.

A VIP card is blatant promotion, but if you handle your invitation with grace and tell them how much you would value their visit to your salon, they will feel honored and likely will respond to your invitation. (Note: Because the card is non-transferable and you will be verifying ID with the cardholder at the time of their appointment, you don’t have to worry about the card being given to someone else.)

Who Is A Target?
Think about who you would like to promote your services to—such as local media, TV personalities, hotel concierge employees, business owners in the area where you’d like to set up cross-promotional opportunity and community leaders. Just be creative.
(Hint: Media-related VIPs are those that you would want to consider offering free services and free products to, because they can have a serious impact on getting the word out about your business.)

Have A Reason And Follow Up
Don’t just send the card; instead, send it alongside the introduction of a new or interesting product or service at your salon. Perhaps you’d like to promote an ancillary service like light therapy skincare, hydromassage or teeth whitening. Use this “announcement” opportunity to distribute the cards. Contact each VIP after sending the cards with a follow-up personal phone invitation. If the person you invited cannot come, ask if there is someone else from their business that can. Then send another card to their designated alternate—but with a shorter time span for services.

Evaluate the Results
After the smoke clears, evaluate the results of who came versus who did not. Review your list frequently, and keep adding to and subtracting from it. This will become your “golden” contact list. It’s very rare that a quality VIP card fails to make good connections—honestly, who doesn’t enjoy being treated like a very important person?

[international]

good ideas, sounds like it could be very successful if implemented correctly

[kmbrley1]

I like this idea!!

[engfant]

100% discount?

What is that?

[PatParadise]

Unfortunately we bought a run down salon and started a discount business and we cannot shake the image. We have put three salons out of business, (one three times), but some sucker buys these salons and the price competition starts all over again. We have now heard our biggest and closest competitor is now selling their salon for $180,000. They have sixteen beds and all are seven years old. I am certain some sucker will be dumb enough to pay the entire freight. Heck, we found out shortly after buying our salon that a former tanning customer opened six blocks away. Now seven years later we are returning the favor. Hey what a business, PatParadise

[Carribbean Island Tan]

Yeah, it like dis!