ETS Tanning Bed Blog

Direct mail is a great way to find new customers for your tanning salon. But if you're not careful, you'll end up wasting money by paying too much postage, reaching the wrong customers, and even wasting money on printing. Here are a few ways you can make sure your direct mail campaign is the most effective.

It starts with the right mailing list.

Most people will buy a mailing list for a specific ZIP code, thinking "people with a lot of money live in that area," or "that's a younger neighborhood." Maybe those people do live there, but each ZIP code is a microcosm of your city: various ages, income levels, and races. Needless to say, not everyone is a potential customer. So blanketing a ZIP code to reach one "type" of person is not a good use of money.

But it is possible to get a mailing list that's made of people who typically come to your salon. Check your salon software. What is the average age of your customers? Are they married? Male or female? Build a profile of your typical customer and purchase a mailing list of people who fit that profile. If you want to make things even more targeted, get that list in a 5 mile radius around your tanning salon. These kinds of targeted lists will cost more than a general ZIP code list, but you're talking about a difference of spending a few more dollars to save a few hundred on postage and printing.

Send postcards, not letters or brochures

Not only do letters cost more in terms of printing, paper, and stuffing envelopes, but for some products and services, letters just aren't as effective, postcards are. And why you get your postcards, make sure they're big enough.

Most people will print a 4.25" x 5.5" postcard (1/4 of a sheet of paper), thinking they're saving postage. Smaller is cheaper in terms of printing, but your message and image can be lost with too small of a card. You can actually mail up to a 6" x 11" postcard for the same price as the 4.25" x 5.5", and get your message across more effectively. So talk with a professional graphic designer to determine the best size for your postcard.

Don't do it yourself

The biggest temptation for most people is to stick the stamps to the postcards themselves. That's a huge mistake. By sending your work out to a direct mail house, you'll be able to take advantage of postal discounts the mail houses can get that you'll never see if you stick your stamps on yourself. The savings can be as high as $.20 per piece if you do it right.

This rule also applies to the actual postcard design. Unless you or your staff have a background in graphic design, don't try doing this yourself. The quality of your work won't be up to par with the image and brand you've worked so hard to create for your tanning salon, so don't hurt that image by creating a less-than-professional card.

Direct mail is still one of the most effective ways to find new customers. Fewer people are doing it, which means your postcard is more likely to stand out. Plus targeting your mail is a great way to reach only the people you want to reach. So when you start your next marketing campaign, give direct mail a try.

If the only web presence your tanning salon has is a static web page that hasn't changed in three years, you're missing out on the power of social media marketing. Whether it's Facebook, Twitter, MySpace, or even just simple email, please do me a favor and get out there and start connecting with your clients. Go to where they are. Here's where you can find them.

Facebook

Most of the successful tanning salons I know have a Facebook presence. They use their Facebook salon profile as a way to stay in touch with clients, allow clients to become "fans" of their business and advertise secret, "friends-only" promotions.

Twitter

Twitter is a free social networking service (often referred to as "micro-blogging") that allows its users to send and read other users' updates on what they're doing. If you're a Facebook user, think of Twitter as a feed that consists solely of status updates.

A tanning salon can use Twitter to keep clients abreast of upcoming specials, tanning tips or new lotions. Even if you don't plan on maintaining a regular presence on Twitter, you should check it regularly for mentions of your salon, both positive and negative. You can also find me on twitter at @RonWilsonETS .

MySpace

If your clients are using MySpace, your tanning salon should be too. Get on there, create a simple and clean profile (avoid the hard-to-read backgrounds and over-the-top dancing bologna) and let your clients add you as a friend. Like Facebook and Twitter, you can use the social networking site to send out updates and messages.

Email

If your staff and your tanning salon software have been doing their job, you should have an email address and contact information for every client. With the right salon software, you can even set up automated emails to remind clients of an upcoming membership renewal, special or anniversary.

Don't Be a Spammer

Social media and social networking may seem like a cheap and easy way to advertise, but if done incorrectly, it can backfire.

The last thing you want to do is spam your clients. If you start sending out daily messages about salon specials to your clients' inboxes, people will drop you as a friend and contact. Instead, limit social networking messages to items that have a purpose. For example, letting clients know about an occasional special, a new tanning bed, a change in hours, or an upcoming event, not endless drivel about how you're the best tanning salon in town.

Studies are finding pre-menopausal women in early stages of breast cancer also suffer from Vitamin D deficiency, indicating there might be a link. Vitamin D is a booster of the immune system and helps the body fight off a variety of bacterial infections – and possibly more. There’s an increasing amount of evidence which shows breast cancer is less likely in women with high levels of Vitamin D.

Researchers at Columbia University reported that in their study of 103 pre-menopausal women with early stage breast cancer, 74 percent of them had a Vitamin D deficiency . This was supported by results of other studies in Toronto, Canada, which showed the same category of women had better treatment outcomes when they had adequate levels of Vitamin D in their blood.

The reports also show these deficiencies may not be corrected with a daily supplement of 400 IU/day (the generally recommended amount) especially during winter months due to lack of sun exposure, a primary source of Vitamin D. Some of this can be made up with safe (limited exposure with UV-B rays) indoor tanning which stimulates production of this valuable vitamin in the skin. New information indicates as much as 1000 to 1500 IU of Vitamin D per day may the amount required to be effective for breast cancer prevention.

Experts have begun singing the praises of vitamin D, a primary source of which comes from UV-B rays found in sunlight and tanning beds. Many tanning salons have beds with high UV-B ray output, like our SS755 Tanning Bed which makes it ideal for people in cold winter climates who want to not only maintain their tan, but feel good and get a healthy dose of vitamin D.

Missouri will be joining the ranks of 16 states that are considering legislation to limit or ban teens’ use of indoor tanning salons . Legislative proposals range from requiring parental consent, to requiring a doctor’s note, to outright banning of minors.

This is in addition to the 29 states which already have restrictive indoor tanning laws for teens on the lawbooks.

Proponents of such limitations say it’s for the protection of minors, much like the cigarette sales laws. But opponents disagree – arguing this goes too far. “You cannot regulate everything in this world,” says one state senator in Florida who voted against such bill when it came up in his state. “I suppose we could say the same thing and outlaw tanning on the beach.”

Salon owners emphasize that tanning beds are much safer than tanning outdoors because it’s a controlled environment, and certified operators are trained to help tanners use the beds safely. “It’s a lot easier to get a sunburn when you’re outside,” says John Overstreet, executive director of the Washington-based Indoor Tanning Association which represents approximately 20,000 tanning salons. “In a tanning salon you know exactly what you’re getting.”

Dermatologists say tanners are more susceptible to skin damage prior to the age of 18, but indoor tanning advocates believe that educating users is adequate to avoid the overuse that leads to unhealthy burning. Many salons already voluntarily require parental permission for minors who use their facilities.

It is estimated that well over two million teens use indoor tanning salons annually, and the loss of revenue is certainly a concern for salon owners. But the ITA is quick to point out its also a violation of parental rights – and just bad politics. In a formal statement opposing the ban to teen tanning, they call such legislation an “unnecessary intrusion of government in our daily lives.”

Over-regulation is a serious threat and one that could seriously hinder our industry. So, if you live in Missouri or know anyone in Missouri, I urge you to write a letter and encourage your friends to write letters speaking out against this ban.

To learn more about legislation in your state, contact your local government or visit the Indoor Tanning Association website .

Tanning bed bulbs are probably one of the most critical components of your business. You may have the slickest indoor tanning facilities, the best tanning beds and the hottest lotions, but if your bulbs aren't up to scratch, your customers simply won't get the tan they want.

That said, tanning lamps are a huge investment, so how do you choose the right tanning bed bulbs? And once you've made your choice, how do you care for and maintain them? It's not that easy, which is why I've put together a breakdown of the differences between the various types of tanning bed lamps and some guidelines on how to keep your indoor tanning bulbs working at maximum efficiency.

Different Types of Indoor Tanning Lamps

Low Pressure Indoor Tanning Lamps

You may know these as fluorescent lamps and yes, they contain mercury. So, you will need to dispose of them properly once they're done working. Low pressure tanning lamps work by discharging gas that excites a stream of electrons, emitting ultraviolet radiation and then causing the phosphorous coating on the lamp tube to light up.

RUV-A Indoor Tanning Lamps

RUV-A lamps are also known as reflector lamps. This type of tanning bed lamp has an internal reflective coating that focuses all of the UV light output to the front of the lamp, reducing the total tanning time and increasing the UV output.

High Output Indoor Tanning Lamps

HO (high output) lamps and VHO (very high output) lamps, work on an 80 to 160-watt ballast and are the most common type of lamp of indoor tanning beds. VHOs are typically found in stand-up beds.

This category also includes high-pressure lamps (metal halide lamps), and though small, these quartz lamps emit an incredible amount of ultraviolet light.

When comparing lamps, are the UV-B percentages and ratios important?

When you divide the UV-B energy of a lamp by the total UV-A and UV-B output, you get what's often referred to as the UV-B ratio. A number of tanning bed and lamp manufacturers will throw these numbers at you, but the truth is, it doesn't actually show the true output of the lamp.

And what about the Te and Tm ratings? Are they important?

Because the UV-B ratio doesn't really tell us much, the FDA uses a much more intricate system using Te and Tm ratings. Te is essentially how long it takes an indoor tanning lamp to produce a sunburn, this is called the minimal erythemal dose (MED) and it's the maximum amount of time allowed per indoor tanning session. Tm is how long it takes the lamp to stimulate tanning, or melanogenesi.

How do I know when to replace tanning lamps and which brands are compatible?

First, let me say that if you're an ETS Tan customer, you can always call us with a question and we can help walk you through the answer, whether it's troubleshooting a bed or deciding if it's time to replace a lamp.

Lamps should be replaced once they've lost about 25-30% of their original output. At that point, they're simply not effective and you're letting your customers down. One way to keep an eye on your lamps is to meter them on a weekly or bi-weekly basis. When taking a reading, let the equipment warm up first and always try to take the reading in the same place every time. To make it easier, keep a lamp log next to each bed to track your readings and results.

If you're replacing a lamp on your own, make sure the replacement is FDA-compatible with the original lamp, meaning it must have the same Tm and Te ratings and can't affect the exposure time of the equipment. Luckily, most lamps will say which lamps they can or can't replace.

But remember, as an ETS Tan customer, you can always call us for technical help or assistance ordering replacement parts for your indoor tanning beds. We'll be here for you

It’s almost the stuff of urban legends – the famous (or infamous) baby oil tan.

For years people on beaches and in backyards slathered themselves down with baby oil to get a deep, dark tan. And it worked. People who could tan would find they did tan when they “laid out” coated with baby oil.

Those were also the days of some pretty serious bikini lines.

But as always, times have changed, and so have people’s tanning accouterments. So is tanning with baby oil a classic? Or a dinosaur? Here are a few questions we're commonly asked about tanning with baby oil:

Do people still even use baby oil?

Yes, it has a distinctive glisten!

Does it speed up getting a tan?

Yes, sort of. Baby oil moisturizes your skin yet has no SPF sun protection in it, and therefore there is zero blocking of the sun’s UV rays. And while that may contribute to speeding up the tanning process, it can also mean speeding up the burning process.

So, is baby oil good or bad for my skin?

That depends. Bad, perhaps, if you overexpose your skin to the sun with no SPF, but good as a moisturizer. It’s actually a pretty serious moisturizer. And moisture helps with the absorbtion of UV rays.

Should I wear it for moisture with indoor tanning beds?

No. Nope. Negative.

Why not? It’s good moisturizer, right?

It's good for the skin, but bad for the beds. Baby oil will damage the acrylics on the tanning beds. As it damages the beds, the salons need to replace the acrylics, which increases the costs of operation, which ultimately means higher prices for you.

What should I use instead?

Tanning salons carry a wide variety of tanning lotions which are formulated specifically to protectively moisturize your skin without damaging the tanning beds. And, as always, be sure to use a good moisturizer after you’re done with your tanning session. Moisture helps with overall skin health.

Seasons come and seasons go, and along with them, warm weather. Clearly it’s more desirable to lay in the sun during the warm, balmy temperatures of summer than during the more chilly temperatures of spring and fall.

Still, personal comfort aside, does the temperature affect the ability to tan? Do you get goose-bump patterns if you’re cold? (The answer is, of course, no.) What about laying out on a cloudy day – is that a waste of time, or is there a silver lining?

Do I get less of a tan when it’s cool outside?

No – as long as the sun is out. If it’s a summer day, but it’s cool and clear, you’ll get just as much UV as if it’s hot.

Does it matter whether it’s a cool day in spring or summer?

Maybe. It depends on the latitude of your location. The closer you are to the equator, the more direct the angle of incidence for the suns rays. It also depends on the season. As the earth rotates and the sun gets closer to or further away from the horizon, it affects the angle of incidence.

Why does angle of incidence matter?

Because when the sun is lower to the horizon it has a lot more atmosphere to penetrate. And atmosphere blocks UV rays. Down in Florida, you’re going to get more UV all year long. Up in northern Alaska, not so much.

What about clouds – can I still get tan on a cloudy day?

Yes, but it takes longer because clouds also block UV rays – although not entirely.

When’s the best time to tan?

Weather is tricky – but you can tan any time (even in the dead of winter) with indoor tanning salons. Indoor tanning when sunshine is weakest in the winter can also help lift your spirits and dose you up with Vitamin D.

It's also a great way to tan during the summer, because you can control your exposure, make sure you get the right type of UV rays, and you can work around your schedule, including hitting the salon during the early morning or late evening hours.