ETS Tanning Bed Blog

It sounds counter-intuitive, but artistic creativity really has no place in your tanning salon marketing or business plan. Unfettered creativity is an incredible thing in theatre and art, but if you need maximized profits in a minimum amount of time, it’s not for you.

When it comes to your business marketing and advertising, look to solutions that are proven, efficient and cost-effective. Because when you’re dealing with your own money and your own business, there’s no need to be experimental, at least not in the start up stages. Instead, stick with what works.

Focus on Creativity That’s Practical

You can be creative, but instead of reinventing the wheel why not put a twist on things, like add on to the monthly membership plan or tweak a proven direct mail effort. Ikea didn’t start their stores with a blank page, they began with proven techniques and subtracted things they didn’t like (poor style) and improved things they liked (affordable prices and a warehouse setting).

The key is to rearrange proven, effective marketing and advertising ideas in new ways. Even wildly successful Hollywood movies follow a formula, so stop thinking you have to come up with the next big idea and start focusing on how you can turn the following resources into killer marketing strategies for your tanning salon:

Your Competitors

Your competitors can actually be a great source of ideas, though their ideas are often poorly executed. If you see a competitor advertising a unique promotion, but in a poorly placed and designed ad, then do it better.

Salon Leaders

Keep an eye on tanning salon leaders outside of your geographic area. We’ve talked about this before, but reading about what other successful salons are doing or even keeping tabs on their websites can help you spot great marketing ideas that you can implement at home.

Don’t be afraid to write up your favorite salons and ask to be added to their mailing lists. Having access to their direct mail campaigns could be an incredible resource.

Comparables

Seek out comparable businesses selling a different product, but in the same price range and to a similar clientele and see how they’re doing it. Stop in and visit local gyms, salons and spas. See how they’re marketing their products and where. They’re not competitors, but they are a great resource.

Remember, there’s nothing wrong with creativity, but it’s best to start with a focus.