Steve Underhill

One common thread that I see when working with salon owners is varying levels of fear of todays technology.

Because one of the many changes that salon owners should make is how they must reach a very large segment of our target market.

because 60% of the tanners today can only be reached through their hand held mobile devices and social media. Many operators are unfamiliar with this process. Because they do not understand and were not raised with this technology they are afraid of it. There are still a great many operators that are not confident with computers or how to properly use their salon operating software.

Do not allow this fear to cripple you. Take the time to reach out and take advantage of todays technology and learn something new. I have discussed on many occasions how people are afraid of and avoid change.

Embrace change, knowledge is power and you can learn new things that will give you the power to succeed. This is just one area of change that can turn your salon around.

Little things ad up to big things. A lot of little changes in your salon will ad up to big increases in potential income.

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Stephen Underhill
Consultant
steve@smuconsulting.com

peach

Lucky for us the indoor tanning industry demographic is older and this does not apply the way that it used to with many states not allowing tanning under 18. I would'nt OD on technology. The best ads are happy customers. You still build a tanning salon 1 customer at a time.

uts-sj

There's a salon in town that is nothing but 40+ year old clientele that spends bank each week And who also has the means to not work during the day. That salon is dead (at least their employees that end up working for me tell me so).

My salon, on the other hand, is mostly 20-30 somethings, and my salon is hopping. Do I make more money? Who knows?

But the two salons have two totally different marketing strategies and run themselves totally different. Both are valid. Both exist throughout the country.

There's nothing wrong with having a social media, text, etc. strategy. If you never do it, then you won't know the answer.

peach

In large demographic areas, where there is a lot of people and a lot of competition, I can see a higher emphasis on online media. But in the average 20-25k population demographic, I don't think it is going to put anyone over the top.

House of Tan

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Startbucks

peach

It must be tough on guys like you and Tony, trying to deal with the rest of us mere mortals...

parrot head

My thoughts exactly.

peach

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.

Steve Underhill

Word of mouth without advertising and marketing is not a formula for success. Creating relationships with tanners is one person at a time, however todays media allows you to build relationships with large groups and you are allowed to spread the word. It is not as simple as one person telling another person. For those that read this never believe you can build your business through word of mouth.

__________________
Stephen Underhill
Consultant
steve@smuconsulting.com

Steve Underhill

A properly structured salon does not create a niche within a niche. You must be structured to reach the old school tanner as well as the new school technology driven tanner.

Do not alienate either demographic. Be prepared to reach all tanners. Be prepared to change with the times while not ignoring the old school consumer.

__________________
Stephen Underhill
Consultant
steve@smuconsulting.com