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.

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.

Creating an Experience

Product prices can vary depending on the context in which it’s delivered. For example, a shipping container full of dirty coffee beans is one thing and a premium, no-fat, mocha latte is another. That same principle can apply to your tanning salon.

Why Luxury Levels Work

Luxury levels work because they make customers feel privileged, they invoke status and they provide an experience.

Stop Charging Lower Prices

You may think that the secret to success is being able to charge a lower rate than the tanning salon down the street. But, do you really want to be the discount bin tanning salon known for its low, low prices, flickering fluorescent tube lighting and chipping wall paint? I hope not.

If you want to successfully market your tanning salon business to a higher echelon of customer, you need to appeal to that customer. And since you can’t do that having the lowest prices in town, stop worrying about price and start worrying about the experience.

Why Charging Higher Prices Can Work

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

If your existing customers and a great tanning salon staff are the foundation of your blueprint, then new customers are what will allow you to build your business up and that brings us to part 3 of our Building Your Own Revenue and Profit Blueprint series:

Part 3 - Increase Revenue & Profits with New Customers

When you really start to evaluate your revenues and profits, you should be asking yourself:

• How can I attract new people to my tanning beds?

These days, everyone feels the financial pinch. Here in our company, we experience much of the same things you may be experiencing now in your tanning salon or tanning bed distributorship business. However, there are measures we can all take to be in a better position when the market rebounds.

This is the first of a 3-part series on these challenging economic times and what YOU can do to fortify your business.