Perfect Tan

Mike,

Could you let us know a little more in detail what sort of a TV campaign you ran. Length? Frequency? ad content?

You say TV brought in a lot of new clients, did it also bring back past clients a lot? Any info greatly apppreciated.

thanks
Merv

CHUNN

I will have my COO post that information.

Perfect Tan

Any word yet Mike??

Tracie Williams

In planning for our commercials we decided that we wanted to make generic commercials that we could use more than once of course. We contacted a local production company that came to our locations for the shoot and also used our employees and customers. In doing that we did not incur any talent or location fees. All production and airtime schedules were based on a :30 sec spot.

We had 3 different commercials produced that target different clientele. We had one called "The 20 Minute Vacation" Simply showed a close up of a lady seemingly to be laying on the beach with tropical back ground music. Suddenly you hear a "buzzing" sound and the screen goes blank, the next thing you see is the lady fully dressed leaving the tanning room with her tape case of tropical sounds. The cost of this production was $1800.00.

The next commercial was done for the men that want to tan. It was called "The Burn". It showed a gentleman walking out of his bathroom in a hotel room with all the families beach toys laying around. He slowly walks across the room being careful not to let anything touch him due to an obvious sun burn. He grabs a huge bottle of aloe vera and walks out of the picture all the while moaning and groaning in pain. The narrator then says "Visit Sandollar Tanning and Swimwear, before the vacation". Production cost of this commercial was $1600.00.

Our third commercial shows 4 ladies sitting, tanning, and shopping in one of our resorts with a tropical upbeat music playing in the back ground. Very simply, attention grabbing, not alot of fillers in this one. Just to the point of enjoying a great tanning salon. Production cost was $2000.00.

We ran these commercials with 3 local network affiliates (NBC, FOX, & WHDF) and 2 cable companies. This gave us a variety in reaching our clientele. One of the cable companies caters to apartment communities only. The other was a larger service area in regards to homes and businesses. Of course our decision for the local networks were to reach customers that weren't in our immediate viewing area.

Our schedule ran as follows:

LOCAL NETWORK AFFILIATES

FOX: We ran for 12 weeks 2/11/02 - 5/5/02
Monday - Sunday 5:00p to 10:00p / 48 total spots
Specific Programming: Friends Monday - Friday 9:00p - 9:30p / 24 total spots
Frasier Monday - Friday 9:30p - 10:00p / 24 total spots
Weekend Movie Rotators: Sat. & Sun. 8:00am - 7:00p / 36 total spots
TOTAL SPOTS: 132 TOTAL COST: $8400.00

WHDF: We ran from 3/1/02 - 6/30/02
:30 second spots run as broadcast rotators during the following times: 4pm - 11pm
TOTAL SPOTS: 200 TOTAL COST: $6000.00 *This also included a Value Coupon Book the station sent out to over 211,000 homes. This was a hugh hit!

WAFF/NBC: We ran from 2/25/02 - 5/13/02
:30 second spots ran Monday - Friday 7am - 5:30pm
Saturday - 7pm - 10:00pm
TOTAL SPOTS: 136 TOTAL COST: $9270.00

CABLE COMPANIES:
KNOLOGY: We ran for 12 weeks
TBS - 4pm - 12 midnight - 72 spots
USA - 4pm - 12 midnight - 108 spots
LIFETIME - 4pm - 12 midnight - 108 spots
E! - 6am - 12 midnight - 145 spots
FOX NEWS - 6am - 12 midnight - 145 spots
TWC - 6am - 12 midnight - 145 spots
VH1 - 6am - 12 midnight - 145 spots
TOTAL SPOTS: 868 TOTAL COST: $5760.00

COMCAST: We ran for 14 weeks 2/9/02 - 5/15/02
All spots ran from 6am to 12am Monday - Sunday
A&E, E!, Lifetime, TNT, Family Channel, HGTV
TOTAL SPOTS: 828 TOTAL COST: $5940.00

I truly hope this helps you and answers some of your questions. Please feel free to contact me by phone or email if you feel you need more information or direction in obtaining the tools to produce a commercial.

bsmart

Michael, still interested in seeing how you simplified your tanning packages. Have you forgotten about offering that here?

bsmart

OK, for those interested in SIMPLIFYING your tanning package line-up here's a suggestion. I can't take credit for this myself, but it is an idea I got while attending training at the Las Vegas convention in July. They suggested the KISS method and I believe they are right. We are going to basically 3 package offerings.....5 visit, 10 visit and Unlimited month. That's on each of the tanning levels we offer. We offer 3 levels of tanning. Premium, Super, and Ultra beds. We offer 1 buddy package of 20 visits and 1 combo package of mix of beds. That's it!! Too many choice's leads to confusion. Keep It Simple Stupid, seems to be best.

CHUNN

Here is what we do.

We offer a membership ( The SunClub ) as I have discussed
many times before.

We offer a month of tanning.

We offer ONLY ONE other type of package. This is call a Sandollar Package. We currently have two sandollar packages; A $100 package that we sell for $70 and a $140 package that we sell for $90.

We have never sold minutes so we left minutes out of anything we offer.

We now do not sell visits on tanning equipment of visits on the Mystic tan units.

All of our upgrade equipment will cost on a per visit basis.

We DO NOT sell packages for the upgrade equipment.

We sell sandollars. The super bed costs an additional $5 per tanning session. This applies to a month of tanning or the SunClub or if you walk off the street and want a single tanning session.

Our sales codes has been programmed to be smart sales codes.

If you come in and tan on the sunclub we use a sales code TS - Tan on SunClub.

When you TS ( Tan on SunClub ) on an entry level bed there is not additional costs.

When you TS on ANY of the upgrade beds the system will first see if you have any sandollars in your account. If you do then the appropriate amount will be deducted. ( 1 Sandollar = 1 dollar ) KISS!!!!!

If you don't have any sandollar or not enough then the system will ask for payment at the time of tan.

If you walk in off the street and don't have any packages then we use the code TS ( Tan on Sandollar ).

This will charge the normal price for a single visit and appropriate upgrade charges and take it off your sandollars if you have any.

OK -- We don't try to confuse the customer with a credit system!

We use the sales approach that you are getting $100 worth of sandollars for ONLY $70!

This has been a winner. They see the savings at time of purchase and can use sandollars at ANY of our 5 resorts on ANY of our equipment! Too easy for them to understand!!!!!

Any questions?

Andy

Michael, as you know I have been sharing your "New Program" with many salon owners that I talk too - the general response is:

That is GREAT !!!! - so clean and easy for staff to explain to customers.

Andy

j4kp07

Do you allow these sanddollars to be used on lotions and accessories?

.....We now do not sell visits on tanning equipment of visits on the Mystic tan units.....
Can you explain this statement please I dont comprehend it but I am very interested in your system!

thanks