Membership - MANY approaches... - Page 5 - tanTALK

Tony · 03-04-2014, 06:07 PM

Quote:

Originally Posted by Steve Underhill

Quote
Steve the all bed salons are dropping like flys too in case you didn't notice :) The failing stores ran to add beds because they thought it would make a difference. Well it didn't. So why are we still going after 6 years? I know exactly why HT failed and it was a combination of several

Tanning salons because they are not properly structured or marketed. I have never suggested salons have only beds, in fact I think it is very important for a salon to have a strong booth presence. I just get behind the fact that you feel the only way to succeed is with all booths at $9.99 a month. The largest segment of tanners prefer tanning on beds no matter what your focus group says. Steve you have this terrible habit of speaking on my behalf. It would be beyond stupid to think the only way to succeed is with booths at $9.99. I ABSOLUTELY dont think that. I think you can make money with beds, without beds, with 9.99 and without 9.99. Why would you make such a reckless judgement like that?

Failing salons do not have to fail, they simply must evaluate their structure and marketing efforts and be willing to invest in their own success. Steve really? Why would you even say this. Your pontificating and it just looks bad.

I think it is great that you have reintroduced Hollywood Tans concept of all booth tanning. Steve lol do you realize how lame that comment is? HT has no more in common with our model then there is with your model. If someone opens with beds do you automatically think they are using your bed model? Of course you dont! There is so much more to us then the equipment. Our strategies are completely different! This leaves the majority of the tanners for the full service salon.

Can you see me shaking my hear with your "full service" comments? We are very full service. Get a clue finally!

Tony · 03-04-2014, 06:09 PM

Quote:

Originally Posted by CrystalSS

Does anyone get in writing WHY a customer is cancelling a membership? Because I do and I have 15 years of metrics. I have watched it change over the years as to why..but I opt to metric this because it helps me understand how to better get in front of it.
Number one reason from 2010 to present...
1. Money (by margins!!)
2. Moving
3. Don't use it

Well your metrics definitely argues against a price increase :)

Steve Underhill · 03-04-2014, 06:49 PM

We never want to lose sight of the fact that consumers make decisions based on the experience associated with a service or product. The tan is not the only thing they are looking for, the tanning experience has become a very important element in tanning. that is why so many tanners are drawn to the variety upgrade equipment and all of the comfort and features associated with in. The same reason that everyone does not drive a ford is the same reason all tanners will not be drawn to a choice of one basic booth. People are willing to pay more when they get more. That is why you must have something for the value shopper and the discriminating tanner. At an all booth salon, there are no choices and the experience becomes boring. Even if it is cheap.

Tony · 03-04-2014, 07:16 PM

Quote:

Originally Posted by Steve Underhill

We never want to lose sight of the fact that consumers make decisions based on the experience associated with a service or product. The tan is not the only thing they are looking for, the tanning experience has become a very important element in tanning. that is why so many tanners are drawn to the variety upgrade equipment (i agree that retailers have learned that its all about the experience but choices dont equate to experience. They equate to decision making which female consumers really dont like past a certain point. Read the book "What women really want" then you will get why you misread the importance of levels. Most salons have a detrimental number of levels) and all of the comfort and features associated with in. The same reason that everyone does not drive a ford is the same reason all tanners will not be drawn to a choice of one basic booth. [color="Magenta"]Steve this is such a faulty comparison. I am sorry I dont want to be combative but you just say the craziest stuff. First of all and for many people all that matters is the brand. Once people are BRANDED not much else matters. Very few salon chains have BRANDED their market! People are willing to pay more when they get more. SOME people but most are not or can not! you are way off base here too! That is why you must have something for the value shopper and the discriminating tanner. At an all booth salon, there are no choices and the experience becomes boring. Even if it is cheap.

Steve how did you come to this wild conclusion? Seriously dude you say off the wall stuff. People go to tanning salons first and foremost to get a TAN! SHAZAAM what a revelation! Dont compare tanning salons to a grocery store. WOW!

sunrisetan · 03-04-2014, 08:24 PM

Quote:

Originally Posted by Steve Underhill

We never want to lose sight of the fact that consumers make decisions based on the experience associated with a service or product. The tan is not the only thing they are looking for, the tanning experience has become a very important element in tanning. that is why so many tanners are drawn to the variety upgrade equipment and all of the comfort and features associated with in. The same reason that everyone does not drive a ford is the same reason all tanners will not be drawn to a choice of one basic booth. People are willing to pay more when they get more. That is why you must have something for the value shopper and the discriminating tanner. At an all booth salon, there are no choices and the experience becomes boring. Even if it is cheap.

"Becomes boring, even if cheap." I think that's part of the concept...fine, as long as they keep paying the $9.99. I don't assume having the greater percentage of tanning clients, actually tanning, works for the $9.99 concept. The greater percentage of paying clients, must not tan, for it to work.

mmurra · 03-04-2014, 09:30 PM

Sunrisetan - I am a 27 year Michigan operator and have used Tony's system, with his considerate mentoring, with great success It is not about "cheap" but about providing a service that customers want to pay for. I go to McDonalds for a salad, to a fine dining restaurant for a different experience. I do not buy "cheap" - I buy quality, like all my customers do. If you have a "cheap" mentality. so be it. Tony is not selling "cheap" but a wonderful experience for customers like me. I tan at his salon when I am at my winter home in Venice Florida. The concept works because it is a great experience. Try it before you judge.

Most of my $9.99 members tan on a somewhat regular basis, but it is up to them to decide what they want. They have the choice to use the service as often as they choose, for a price they willingly pay. It is about providing a wonderful experience at a fair price - just like my dining at McDonalds or a fine dining restaurant.

Tony · 03-04-2014, 10:34 PM

Hey Mark

I didnt know you posted on Tan Talk. Glad to see you out here and not on the other bad site :)

These guys dont get it. They all talk like experts. They are so stuck deep inside their little tanning boxes. Best part is they talk with such conviction like they know! Its mainly disguised criticism as I am sure you can tell!

Thanks for you business. Its always great to have a successful salon owner with your years of experience use our service and be happy with it!

Tony · 03-04-2014, 10:35 PM

Hey Mark tell everyone how cool Hyperion is and the tablets in the room that replaced the antiquated Tmax's :)

peach · 03-05-2014, 07:55 AM

Quote:

Originally Posted by Steve Underhill

We never want to lose sight of the fact that consumers make decisions based on the experience associated with a service or product. The tan is not the only thing they are looking for, the tanning experience has become a very important element in tanning. that is why so many tanners are drawn to the variety upgrade equipment and all of the comfort and features associated with in. The same reason that everyone does not drive a ford is the same reason all tanners will not be drawn to a choice of one basic booth. People are willing to pay more when they get more. That is why you must have something for the value shopper and the discriminating tanner. At an all booth salon, there are no choices and the experience becomes boring. Even if it is cheap.

Agreed. No need to worry about Zoom? No, there aspects of their model that are good, and are needed in this industry

sunrisetan · 03-05-2014, 08:59 AM

Quote:

Originally Posted by mmurra

Sunrisetan - I am a 27 year Michigan operator and have used Tony's system, with his considerate mentoring, with great success It is not about "cheap" but about providing a service that customers want to pay for. I go to McDonalds for a salad, to a fine dining restaurant for a different experience. I do not buy "cheap" - I buy quality, like all my customers do. If you have a "cheap" mentality. so be it. Tony is not selling "cheap" but a wonderful experience for customers like me. I tan at his salon when I am at my winter home in Venice Florida. The concept works because it is a great experience. Try it before you judge.

Most of my $9.99 members tan on a somewhat regular basis, but it is up to them to decide what they want. They have the choice to use the service as often as they choose, for a price they willingly pay. It is about providing a wonderful experience at a fair price - just like my dining at McDonalds or a fine dining restaurant.

How can you not say tanning at $9.99 is'nt "cheap" as is mcdonalds.

View Poll Results: What Membership options do you offer?
Standard EFT - auto draft their credit cards til cancel	30	73.17%
Local EFT - don't hold CC, but they have to renew before month is up	3	7.32%
Year or month unlimited with a small (e.g. $1-2) co-pay	8	19.51%
Super Saver - upfront fee and half-off single visits	5	12.20%
Tan Till the end of the Year (usually Fall - discounted)	11	26.83%
Summer Tanning pass (discounted 3 month pass)	6	14.63%
Time/Day option (e.g. mornings or weekends only)	1	2.44%
We offer some other membership options	3	7.32%
We offer NO membership options	4	9.76%
Multiple Choice Poll. Voters: 41. You may not vote on this poll

03-04-2014, 06:49 PM	#43 (permalink)
Steve Underhill Join Date: Apr 21 2004 Location: Frisco, TX Posts: 1,502 Rep Power: 21	Re: Membership - MANY approaches... We never want to lose sight of the fact that consumers make decisions based on the experience associated with a service or product. The tan is not the only thing they are looking for, the tanning experience has become a very important element in tanning. that is why so many tanners are drawn to the variety upgrade equipment and all of the comfort and features associated with in. The same reason that everyone does not drive a ford is the same reason all tanners will not be drawn to a choice of one basic booth. People are willing to pay more when they get more. That is why you must have something for the value shopper and the discriminating tanner. At an all booth salon, there are no choices and the experience becomes boring. Even if it is cheap. __________________ Stephen Underhill Consultant steve@smuconsulting.com

03-04-2014, 09:30 PM	#46 (permalink)
mmurra Join Date: Nov 11 2008 Location: Adrian, Michigan Posts: 85 Rep Power: 0	Re: Membership - MANY approaches... Sunrisetan - I am a 27 year Michigan operator and have used Tony's system, with his considerate mentoring, with great success It is not about "cheap" but about providing a service that customers want to pay for. I go to McDonalds for a salad, to a fine dining restaurant for a different experience. I do not buy "cheap" - I buy quality, like all my customers do. If you have a "cheap" mentality. so be it. Tony is not selling "cheap" but a wonderful experience for customers like me. I tan at his salon when I am at my winter home in Venice Florida. The concept works because it is a great experience. Try it before you judge. Most of my $9.99 members tan on a somewhat regular basis, but it is up to them to decide what they want. They have the choice to use the service as often as they choose, for a price they willingly pay. It is about providing a wonderful experience at a fair price - just like my dining at McDonalds or a fine dining restaurant. Last edited by mmurra; 03-04-2014 at 09:42 PM.

03-04-2014, 10:34 PM	#47 (permalink)
Tony Join Date: Jan 30 2007 Location: Naples FL Posts: 782 Rep Power: 19	Re: Membership - MANY approaches... Hey Mark I didnt know you posted on Tan Talk. Glad to see you out here and not on the other bad site :) These guys dont get it. They all talk like experts. They are so stuck deep inside their little tanning boxes. Best part is they talk with such conviction like they know! Its mainly disguised criticism as I am sure you can tell! Thanks for you business. Its always great to have a successful salon owner with your years of experience use our service and be happy with it!

03-04-2014, 10:35 PM	#48 (permalink)
Tony Join Date: Jan 30 2007 Location: Naples FL Posts: 782 Rep Power: 19	Re: Membership - MANY approaches... Hey Mark tell everyone how cool Hyperion is and the tablets in the room that replaced the antiquated Tmax's :)

Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)

Similar Threads
Thread	Thread Starter	Forum	Replies	Last Post
ITA Membership Directory	movieking	Tanning Salon Management	10	11-19-2009 10:34 AM
EFT/Membership	bronzejason	New To The Tanning Business	17	07-25-2008 12:03 AM
EFT Membership Program	CHUNN	General Tanning Industry Discussions	26	07-30-2006 12:42 PM