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Old 01-27-2014, 02:38 PM   #11 (permalink)
 
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Re: Don't Let Fear Control You

Quote:
Originally Posted by peach View Post
In my many years in this business, I have come to the conclusion that 99% of advertising for tanning is a waste of money. The best money that I ever spent in advertising was to put a "buy 1 tan get 1 free" ad in the local business cards program that the high schools sold in the county that I lived in.
Smart advertising is established by properly tracking where you advertise and the result it brings. also advertising in the right place but sending the wrong message will not get a positive result.

You must establish a strategy the insures you advertise the right message at the right time of year in the best media. Not one at a time but all at the same time properly. My point is to not be afraid or to assume you know when you actually do not.

99% of improper advertising may not work but 99% of correct advertising does work. People that have spent many years in this industry are most likely the most unfamiliar with how to utilized methods for reaching 60% of todays consumer.

This is not an opinion, I see this every day with operators I work with. Once they see the impact that change and learning and excepting new ways of doing business can have on their success it is a liberating experience. Nothing makes you a believer quicker than experiencing what change brings. What does it bring? MORE MONEY!
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Old 01-27-2014, 04:42 PM   #12 (permalink)
 
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Re: Don't Let Fear Control You

In my opinion, when only 10% of the population (or less) tans, it is dumb to use traditional marketing tools; you are exposing your business to 9/10' s of the population who are not interested in tanning.
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