Many veteran tanning salon owners share one singular fear:
The 4-month slowdown tanning salons experience in the months of July through October.
Every owner that has been in the industry for awhile knows that tanning is a seasonal business.
Still, there are several measures tanning salons can take to increase late-summer and fall revenues. While you’ll still want to rest your hopes on the busy season, the slower months shouldn’t be so painful.
The main thing you want to do is make sure you get all of your ducks in a row before July comes.
1. Plan Ahead
In truth, how long this slowdown lasts for your tanning salon depends partially on where in the country you’re located.
You’ll need to plan according to the needs of your market, of course. But it’s important that you get the jump on your competition. It’s also crucial that you are making a good impression on your clients in the months leading up to the slow period.
You’ll also want to factor in a lower return on your marketing dollars and assess how you want prioritize your expenses over the monthslong period.
2. Smart Promotions
Certainly, you should anticipate slower sales during the July through October period.
But don’t give up getting leads in the door altogether. If you are effectively analyzing your market and coming up with promotions in a “scientific” manner, you should be able to find reliable ways to bring customers in during the slow months year after year.
Rewards programs can be instrumental. Double the points on rainy days. Or maybe even double the points for the duration of the slowdown.
There are also ways you can create themed promotions that coincide with the time business picks back up. In this way, you use the slowdown to bolster sales the rest of the year.
3. Connecting with Your Client Base Online
The Internet offers most of the best ways to stay involved with your target audience even when they aren’t in the market for your services.
Social media and email marketing offer a multitude of different ways to connect with potential clients as well as nurture relationships with current ones. Both of these mediums also offer extra options when it comes to executing your promotions.
If you’ve been slacking in either of these areas, you should definitely consider putting some time and money into developing these channels for your brand before the slowdown comes. And if you can’t find the time beforehand, use those months to begin to build on your online following.
4. Push Retail Merchandise
The fact of the matter is:
From July to October, your tanning salon will experience a slow period. No amount of planning, no magic bullet promotions, and no online marketing strategy is likely to change that fact.
However, people still need tanning products. If you do a good job of pushing retail through the busy season, it is fairly easy to maintain at least a portion of that income stream. Or you might even have products that you can push even more effectively during the slow months.
There are quite a few strategies tanning salons can use to drive retail sales, regardless of the season. Grabbing a retail booth at late summer events is a great way to both increase exposure and pass out some products.
You might also consider running special promotions on your merchandise just to help cover some of the lost revenue in-store. Gift cards are an especially good way to facilitate cash flow despite the general reluctance to tan indoors over this time period.
Truth be told, most tanning salons really miss out on potential retail sales throughout the year.
If you’re a tanning salon owner nervous about the impending slow season, the tips we’ve provided here should help to alleviate some of your fears.
Still, these strategies take execution. The sales and marketing side of running a small business often seems like the most daunting part. The potential to completely waste your time and energy is huge. However, the missed opportunities that come with ignoring this crucial side of any business are unmistakeable.
If you want your tanning salon to avoid the summer slowdown, you need to do the right things to build your business. So plan ahead, run smart promotions, connect with your audience online, and push retail merchandise.
If you’re looking for proven and effective marketing advice for your tanning salon, you can find a wealth of resources on our blog. Or, if you’re interested to see how SalonTouch Studio can help you market your business and manage your clientele more effectively, don’t hesitate to contact us today.