ETS Tanning Bed Blog

This post is for all the tanning industry business owners out there who may be hesitant or reluctant to try a new marketing strategy or product offering. It’s about a book that’s drastically affected the way I look at and approach both my business and my life – Who Moved My Cheese by Dr. Spencer Johnson.

It’s a short story, but it’s a powerful one. So powerful that the book remained on the New York Times bestseller list for five years after it was first published.

The story is a parable about two mice, “Sniff” and “Scurry” and two little people, “Hem” and “Haw.” These characters live in a maze where cheese is set out for them. Well, one day that cheese is moved. The complacent “Hem” and “Haw” keep going back to the same place, looking for the cheese. Meanwhile, “Sniff” and “Scurry” decide to venture out, finding new cheese.

Depending on where you live, a raincoat can be a slicker, a trench or even a mack. And just like a raincoat, a tanning bed can go by many names.

In the UK, Australia, South Africa and parts of the West Coast, it’s a “sunbed.” On the Eastern seaboard, it’s a “tanning bed.” In parts of South America, it’s often referred to as simply a “tan bed.” And in parts of the Canadian Maritimes, they call it a “sunny” (my personal favorite).

So, while most people refer to them as tanning beds, we hear everything from “tan bed” to, of course “sunnies,” a term used to describe both the beds and the tanning salons.

Here are 6 key strategies that you can use to bring tanners back into your tanning beds more often. Remember, your repeat and returning clients are your business’s bread and butter, so use these strategies wisely to not only get them coming back, but also spending more at every visit.

1. Communicate with your customers.
Communicating with your customers doesn’t mean sending them a mass email, it means building a personal relationship with each of them.

• Start by learning everyone’s name.
• If a customer tries a new lotion, call them in a few days to see how they liked it.
• If a customer upgrades to a new tanning bed , follow up with an email asking about the results.

Basically, start communicating with your customers on a truly personal level.

2. Acknowledge your customers and make them feel special.
Keep your tanning bed users coming back by acknowledging them and making them feel special. A great way to do this is to host a special event around the holidays, put on an open house or treat your best customers to free samples of lotions, tanning bed sessions, etc.

3. Create and sell long-term buying programs.
You should already have monthly membership scheme for your tanning beds, but do you have:

• A Tanning Product of the Month Club?
• Do you offer discounts on tanning package "refills" or multiple tanning lotion purchases?
• What about varying tanning membership levels?

These are all programs you can create to get your customers buying more over the long term.

4. Use price incentives to lure clients into trying new services.
Let’s say you just got a new Velocity tanning bed in, but no one’s trying it (hard to believe that would happen, I know!). Instead of letting that new bed sit empty, try offering your clients one free upgrade or a discounted rate on the new bed. That kind of price incentive could convince a client to try the new tanning bed and stick with it at the higher price.

5. Develop a range of products you can sell.
Stop and ask yourself:
The goal of this exercise isn’t to flood your business with non-applicable offerings, but to focus on what could fit into your existing product line.

For example, one tanning salon owner I know noticed that the bulk of her new clients came in because they were planning a vacation and wanted to get a base tan. So, she started stocking small travel accessories that were functional and chic. She saw a major return on her investment.

6. Promote other businesses.
We’ve talked about cross-promotion before, but it’s definitely worth mentioning again. Just as your own client list is valuable, so are those of fellow businesses. Develop a relationship with a complimentary business like a nail salon, cosmetic dentist or local gym and start trading referrals.

Frequent buyer programs can be a great way to retain customers and keep them coming back. For example, a friend of mine loves coffee. And we all know there are lots of choices for purchasing a cup o' joe.  But... everytime he goes to a particular local coffee shop and buys a coffee, they swipe his rewards card and record his purchase. After purchasing 10 coffees, he gets a free one. He also gets the occasional email coupon thanking him for being a customer and offering him a free specialty drink. It’s an effective strategy and one that keeps him passing up the competition and coming back for the rewards.

Frequent buyer programs work for three reasons:

1. Provide an incentive for customers to return or buy more.

Every business-savvy tanning salon owner will tell you to target newcomers to your area. It’s good advice and if you have a local college in your area, you also have access to a constantly replenishing supply of newcomers to your area.  And Spring Break is around the corner...

So, how do you market your tanning bed packages to the college market?

Free Weekly Papers

Tanning bed users will often stop visiting a salon because they’re not being offered a product or price that they want. Maybe the staff has changed and they’re unhappy, perhaps a promotion ended and they’re no longer getting the prices they want, or they could have just let their tanning slide. That doesn’t mean they can’t buy from you again.

In fact, inactive clients are one of your best resources for hidden profit potential. So, how do you get them back?

Ask Why They Left

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