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Old 06-08-2002, 10:50 AM   #1 (permalink)
 
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This year we got very agressive with advertising our salon. We targeted our demographics ( of course ) and had 3 professional commercial done that were designed to build IMAGE OF TANNING. I suppose I was implementing the Don Smith NAC plan in the Huntsville Market.

Ok ~~ that means that I have contributed BIG BUCKS to the NAC.

We saw our gross revenue increase by 66% this year overall ( 5 resorts ) and one resort is over 100% increase.

It's funny because we did not get a lot of people to fill out the sign up forms saying they saw us on TV! Mostly they say a friend referred them.

Why is this Tamar?

Another thing I did was to simplify my packages. They, I felt, had become to complex.

I have met a lot of people on the street that mentions our TV spots. I know they contributed a great deal to our increase in numbers.

Anyone else do a lot of TV? We did both cable companies in our market and two of the major networks.

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Old 06-08-2002, 08:58 PM   #2 (permalink)
 
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Chunn, please email me at bsmart10@hotmail.com I'm interested in hearing more about how you simplified your tanning packages.
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Old 06-08-2002, 09:08 PM   #3 (permalink)
 
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How about me just posting them here for all to see?
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Old 06-09-2002, 01:07 PM   #4 (permalink)
 
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Most people don't remember where they saw or heard an ad. They just have a catch phrase or company name stuck in their head.
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Old 06-09-2002, 01:14 PM   #5 (permalink)
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Chunn: I would be interested in hearing about your tanning packages myself. I am also interested in anyone that is in Washington state and is this a good time to bring in a tanning unit to my salon? Thanks, Celinda
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Old 06-09-2002, 07:39 PM   #6 (permalink)
 
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So much of marketing is subliminal, many people don't remember where they heard about a product or service until their memory is jogged when seeing or hearing it again. How many times have you said "Now, where's that place that...". That's why you use jingles, key words, word association, themes, and pictures to instill a thought in the consumer's mind when constructing an ad. Simple is always best.
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Old 06-09-2002, 10:23 PM   #7 (permalink)
 
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Tell us Mike, what did you do to simplify your packages? If you posted elsewhere then I missed it, sorry.
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Old 06-13-2002, 12:00 AM   #8 (permalink)
 
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I missed it also. Oh wait I think I saw it somewhere. Help...
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Old 06-13-2002, 12:06 AM   #9 (permalink)
 
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We made the membership easier to sell by keeping the plan simple.

We got rid of giving so much stuff away! Most people didn't realize they were getting this stuff!

We stopped having punch cards for upgrades.

We stopped giving FREE upgrade visits to people on their birthday -- instead we gave a coupon with a discount for the UPGRADE.

I'm sure there are more things.

I made a chart showing what we wanted to sell first ( Sunclub) and put it in a box. From the box I had an arrow to another box based on objections they could possibly have.

The employees ended up with a map to sales. Start at the top and based on the objection you move to the next box. Along the way there are opportunities to upsale.
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Old 06-13-2002, 06:21 AM   #10 (permalink)
 
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We are tightening up on our freebies also. Instead, we are offering discounts on subsequent purchases. We also found most weren't aware of the value of what we were "giving".
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