Posts from Pipp

Last time, we discussed how to get members to upgrade to the next level of membership in your tanning salon by increasing the value of each level of membership , offering additional upgrades, additional passes, and even giving commissions or bonuses to your staffers who sell them.

So what are some other ideas to improve the value of membership, and get those revenue-generating upgrades?

When you get to Level 3 membership, the benefits should be about the prestige of being members, rather than saving/spending money. That is, when does a bigger discount on a bottle of lotion become just another gimmick? A tanner who has three different bottles of lotion won't be as jazzed by a fourth.

Customers who feel extra special will be extra loyal. They'll become raving fans who become your unpaid sales force because they're telling their friends about your salon. Your Level 2 and Level 3 members may end up being some of your best forms of advertising, so make them want to tell their friends about your salon. The best way to do that is to offer special benefits and programs that only the higher level members can get.

Improving the Value of Membership

Here are a few ideas other salon owners have used to add value to the upper levels of their membership. If you have any of your own, add them to the comments section.

• Offer a wine and cheese night for Level 3 members. Put a price on it. Let Level 1 and 2 members come, but they have to pay for the price.
• Offer a text club. Send texts about specials out in reverse order. Level 3 gets the first round, Level 2 gets the next, and so on.
• Open up during special hours that only Level 3 members can take advantage of.
• Create a referral program. Give rewards to people who refer new customers to your salon.
• Give extra gifts like iTunes or Starbucks gift cards.
• Offer free access to special equipment like the Rejuvasun bed.