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-   -   annual promotion calendar (http://tantalk.com/tanning-salon-management/2339048-annual-promotion-calendar.html)

DWhite6872 10-10-2004 03:41 PM

Does anyone have certain events they promote each year? Such as:

Jan: Anniversary promo
Feb: Valentines
March/April: Vacation Packages
June: July-Sept $99.00 for 99 days
July-Sept ??????
Oct; ??????
End of Nov-Jan 1st End of year special

DWhite6872 10-17-2004 11:31 AM

Okay....I will talk to myself....

Nov-Jan 1st....Holiday/end of year tanning special
Feb-March Travel Incentive/Spring Start
March-June no need
June-Sept low deal money up front
Sept back to school
Oct Boooo special
and then we are back to the starting point.....wow....this was the most fun I have had on here

Neon Beach 10-17-2004 11:52 AM

Are you talking about actually making a calendar listing these events and putting them up in the salon?

tboginski 10-17-2004 12:17 PM

I run specials for any reason possible, poeple love to "think" they are saving money, i'm going to run a Monday special tomorrow. ha ha

hockey92 10-17-2004 02:11 PM

we runs specials... haven't determined my next one yet.

DWhite6872 10-18-2004 07:00 PM

no... I was just wondering real promotions we have all done that were successful....

sbtan 10-18-2004 07:08 PM

I know what you are talking about and yes I am working on a calendar myself. Just in the process of reviewing what we did this past year and if everyone thought it worked well. I think it is smart to do that. Instead of always doing it on the fly!

DWhite6872 10-18-2004 07:12 PM

what worked well for you? We tried in June $99.00 for 99 days....direct mailed to 40,000 people and our database...we broke even or a little ahead but I did not think it was a success..

gripmarketing 10-18-2004 07:23 PM

You've found what we've known already! Namely that testing a $99 price point for a low-ticket industry such as tanning ($5 tan) can be done, but takes time to train your customers and alter behavior.

I would not recommend prospecting for new clients with a $99 price point - it's too high for a such a low-ticket industry. However, we do recommend this price point for your actives and inactives.

Our experience is the first year of $99 to your database is break even or slightly better, the 2nd year is better, and the third year goes gangbusters. Why? Because it is easy to mimic behavior, but more costly to alter behavior. After the third year, you have trained (altered) your customers!

So your 40k pieces that broke even or a little ahead was the first year in that journey and as such, I'd rate it a much higher success than you first surmised with a caveat - if and only if - you plan on continuing the offer over the next several years. Sounds like you're on the right track to me! You just need to adjust your thinking about how to continue to pursue it...

The only difference I'd prefer to see you make next year is a database mailing only with that price point. It's far easier to alter behavior with your customers than with prospects.

Gary[ This Message was edited by: gripmarketing on 2004-10-18 19:24 ]

gripmarketing 10-18-2004 07:25 PM

And BTW, DWhite6872 - you're sooooo good. You're busy discovering all of our little secrets

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