Today's most successful salons have changed the way they run their business over the years. The salons that used to be 100% UV are now a blend of the more healthy services people are looking for. UV tanning still has a place but tanning alone is not enough to sustain a business long term.
SalonTouch offers the most features of any software on the market today to help you diversify.
So, let’s get started.
Step 1. Review which UV beds are generating the most money and are used the most. This is simple to do in SalonTouch by running a report. Keep the most profitable beds and move out the rest.
Step2. Drive around your area and just see how many salons are within a few miles of your location. You may be disappointed to learn that there are many more than you may have thought. These should be considered all your competition because all they need to do is add a couple UV beds to go along with their other services. Look at Planet Beach for example. They offer at least 2 UV beds with their $20 per month membership (for free). I know where I go these are high end beds. 1 high pressure and 1 stand-up. They make it easy for your customers to leave you and join them. Why? Because they offer more than type of service.
Step 3. Go undercover and visit some of these salons as a potential customer. Ask them questions about the services they offer. Get a price list. Ask them what services do their clients like the most. Even try a service or two to see how you like it.
Step 4: Out with the old and in with the new. Think about removing all the less profitable UV beds from your salon and adding new services based on your “undercover” work.
Here are some ideas to consider:
Cryotherapy consists of sitting in a cold chamber that exposes those within to subzero temperatures. The temperature can get as low as -160 degrees Fahrenheit. Customers are exposed to those cold temperatures for about three minutes.
The first step in any serious marketing campaign is always about understanding who your potential customers are. Step “1a” might be figuring out where you can find them.
In order for a marketing campaign to connect with an audience of potential customers, two parties must be present—the audience and the business.
Nearly 80% of the U.S. population has a social media profile. If you’re a salon or spa owner, you can count on the majority of your target audience having multiple social media profiles.
Where are you?
It may be true that almost all sales occur in-store for salons, spas, and tanning salons. However, the bulk of successful brand engagement happens online. A social media presence is absolutely imperative for this reason.
Be sure though, that you make use of platforms that your customers actually use. There are certain social media sites that are crucial for salons and spas for different reasons.
Facebook, for instance, offers a variety of advertising features that allow you to target people based on demographics and even personal interests. This works out great as Facebook is so popular with the tanning crowd and is a great lead-in for other digital mediums such as email.
As time passes, social media platforms are going to continue to develop tools for businesses to more effectively connect with their markets.
The messaging of any marketing campaign should fit your target audience perfectly.
Once you’ve identified your target audience, begin adapting your message to the market. Hone in on those you want to target. Cater to their wants and needs, but also to the language they use. And don’t forget to give them good reason to choose you over the competition.
Your salon might do well with a classy approach: beauty tips and images for your portfolio. Or your spa might do well with inspiring quotes and a virtual tour. If you own a tanning salon, you probably want to focus on a younger crowd with a playful, pop-culture tone.
In the end, it’s on you to figure out what will resonate with your audience. The more research you do up front the better. Still, you’ll see later that a degree of flexibility is needed to maximize effectiveness long-term.
Promotion is an absolutely vital aspect of social media marketing that can help salons and spas drive revenue. Individual promotions can maintain a constant point of contact between businesses and their clients.
Social media sites—and the business pages you can create for yourself from within—are a great medium to offer discounts from. Social media promotion can be extremely effective for special events and limited time offers alike.
You can get people on your website, on your email list, or in the door through social media. Discounts or other rewards work great. But simply inviting people in itself can work better than you would expect, granted your calls-to-action are done well enough.
Regardless, social media is one of the best possible sound boards for your brand. There are few mediums as versatile and intimate.
You never want to neglect what is working, but don’t get stagnant with your efforts. Keep doing what guarantees you new business but also be on the lookout for new ways to build exposure for your brand and drive revenue.
Any marketing campaign you run can be split tested in one way or another to find ways to make it more effective. That’s one reason why we always recommend a scientific marketing approach for salons and spas.
Sometimes, the right title or call to action can make all the difference. You’ll also want to test different methods across different platforms to see whether your various audiences respond differently. You can even fashion specific messages for subsets of your demographic.
Finally, don’t forget to account for the fact that social media sites are constantly developing new ways to offer specialized services to businesses. As they compete with each other, new options are going to continue to open up.
Experiment with tactics you don’t see the competition using. Follow local trends. And if you see a possible opening for your brand, go for it.
Here though, we want to repurpose the definition to “marketing to people who are already interested in your brand or have purchased your services before. Social media offers huge opportunities to do this.
Sure, one of those opportunities is in fact pay per click (PPC) retargeting via facebook advertising. But you don’t have to spend advertising dollars to connect with past clients on social media and market to them.
Plus, anyone who is following your brand on a social media network has already shown interest with that simple gesture. Remember to customize these messages based on their past experience and test different approaches even with those already familiar with your brand.
New leads are certainly the lifeblood of any small business but the majority of salons, spas, and tanning salons could see significant revenue increases by maximizing returns from the fans they already have.
You’ve got to keep it up.
Your social media presence has to be consistent for your efforts to yield lasting results. Otherwise you’ll fall by the wayside. Oftentimes, you’ll end up doing more harm to your brand than good.
Facebook, Twitter, and Instagram all use algorithms to put together individual news feeds for users. Factors like your activity level and the popularity of your posts has serious impact on whose news feed you do or don’t show up in.
The flow of information on social media sites is fast paced and constant. To stay relevant, you’ve got to stay active. Moreover, online marketing becomes more and more effective as you build brand equity over time. You may not move the needle at first, but you have to stay with it.
Consistent doesn’t mean repetitive or boring. Get creative with promotional material and offerings to entice your audience. Remember, testing should be just as consistent as every other step.
It usually just comes down to making time for social media marketing and everything that goes with it.
Every step is important, as they all work together to ensure you actually connect with your audience in a way that has potential to get results over the long term.
Remember, social media marketing is a long-term strategy that can help propel modern businesses into the future. On the other hand, it also creates the very real possibility (or maybe probability) for others to get left behind.
One of the best things you can do for your salon, spa, or tanning salon is to get a good grip on the basics of social media marketing and dedicate resources put the above steps into place.
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 Salon Touch Studios’ software can help you pull off more effective social media campaigns, don’t hesitate to contact us today.
Tokenization is a process that creates a “token” for each credit card and then replaces the credit card data with an associated token. For businesses that do recurring billing, tokens can be safely stored on your local computer instead of the client’s actual credit card number. This method of storing credit cards eliminates the worries of PCI compliancy. For businesses that accept credit cards and especially for those that offer monthly services which require recurring billing, tokenizing is a must.
Tokens have no meaning by themselves and are worthless to hackers if a company’s system is breached in any way. Each token is uniquely generated and there is no way to regain the original credit card number from the token itself.
Does your website get a thumbs down?
Having been in the computer industry since the mid 1980's, it is fair to say that I have seen a lot of growth and changes throughout the years. The emergence of Windows, computers, touchscreens, multi-media, all of it has come a long way.
Unfortunately, not everything in the computer world has done the same. I have seen and still do see websites that look like they were developed in the 1990’s. They are not mobile friendly, awkward to navigate and dare I say not pretty at all? Some statistics indicate that 75% or more of website visitors will never contact a business if their website is outdated. I know I am one of them. Are you?
As member of the salon community, you are in the “appearance” business. You make your client’s look and feel great. It’s all about impressions. If a visitor were to go to your website right now, what do you think their impression would be? I visited a client’s website a couple months ago and I was astonished on how rudimentary and quite frankly, unappealing the website was. It was flat out ugly. I know they run a highly successful salon but you would never know that by looking at their website and that is the reason I decide to write this short blog.
Creating a beautiful website is quite easy and it can be done fast with very little money. You do not need a web developer or even a graphic artist. You can do it yourself or hire a high school kid at a low rate. The tools are all out there for you to create a dazzling website.
- Choose the style that best meet your needs. When you use one of these DIY website builders, you can choose from a vast array of styles.
- Chose a color scheme that matches your salon’s color scheme. Having everything tied together creates a nice synergy.
- Think about what you want to post. Do you want to post client before and after pictures? Pictures of your equipment? Pictures of your employees? Pictures of both the inside and outside of your salon? All these can be done easily and using your phone, you can easily post small videos as well.
- Use eye catching images to give the user a great first impression. Not all images cost money. There are websites that provide free images and video. Pexels is one I have used in the past.
- Make sure your contact information is easily seen including your open and close times and days of the week you are opened and closed.
- Be sure the navigation is fluid and allows your visitors to easily find what they are looking for.
- If you accept appointments, be sure you have a way for the client to make an appointment online.
- Create employee profiles so your visitors know a little bit about your employees. Show their picture and some of the work they have.
- Finally, be sure there are no misspellings.
Please note that the websites mentioned in this blog are for reference purposes to help you get started.
1. Use Social Media.
2. What to post.
3. Encourage customers to follow you.
4. Offer a “bring a friend” or "bring your pet" day.
5. Have counter signage.
If only they could get them to sell.
Many salons and spas do a decent job marketing their main services. However, very few are able to move the high quality products they offer out the door. This is a shame.
You know these products would be great for your customers. You also know their mark up value offers great revenue potential.
But how do you get them sold?
The fact is, you probably don’t need to make very many big changes.
At SalonTouch Studio, we’ve come up with 3 small changes that can make a BIG difference in merchandise sales for your business.
If you aren’t doing these three things, you’re probably missing out on some significant supplemental revenue
#1 Make Your Products Visible
Seriously. Can your customers even see your merchandise?
Way too often, salons and spas seem to expect their clients to purchase things they couldn’t even find.
Make the presentation of your merchandise intentional.
The first step is to be proud of what you have to offer. If your customers perceive that you think your products have no value, they will share the same opinion.
It’s not a scavenger hunt. It’s not happenstance.
Make your display attention grabbing—if not the center of attention altogether. They should notice it as soon as they walk in. And again before they walk out.
But most importantly, make sure they see your products in use. Display the same labels in the lobby as on the inside and you’ll maximize your chances of converting on their way out the door.
It takes multiple exposures to a product or brand before most people are willing to make a purchase. That’s just the way it is.
However, less exposures are needed when they are complemented by a recommendation from someone they trust.
#2 Make Your Products Vocabulary
If you run your business the right way, your customers will consider you an authority on how to look and feel great.
That’s why product names coming out of employee’s mouths can be so powerful.
A simple mention as a particular lotion or conditioner is applied can work wonders. And as long as your staff does a good job, your clients will make a positive association with those products.
There are few things in the salon and spa world that take such little effort but have potential for such high returns.
Of course, your products need to meet the expectations you establish for them.
But if you select high quality products that actually deserve your stamp of approval, that should be a non-issue.
These verbal exposures have the same cumulative effect as the visual ones. Alternating both throughout your customers’ experience can be highly effective. And as long as your service is bringing people back in for multiple visits, that compounds even further.
Eventually, that final mention by your cashier will push them to buy and your business’s recurring revenue stream grows little by little.
#3 Make it Victorious
Get your staff on board.
Perhaps the most powerful strategy of the 3, this one has the potential to carry the load if done right. Our recommendation is to avoid asking without giving.
Set merchandise sales goals and reward your staff for achieving them. You can even hold one of these retail sales games.
Toe the line between competition and teamwork by offering individual rewards for sales leaders and team wide rewards for achieving larger sales goals.
Obviously, nothing moves people like money does.
Don’t be stingy. Smart entrepreneurs know you have to spend money to make money. And let’s be honest: You’re in the business to make money.
Having a staff that is on the same page, working to achieve the goals you put in front of them is the best way to do that.
And when those goals are achieved, make sure to celebrate with those that helped bring about that success and make sure you give credit wherever it is due.
Just be sure that when you put extra money up for grabs that things remain civilized amongst your employees.
Create foolproof ways to track leaders or stay away from individual rewards altogether.
Your main goal when trying to drive sales of the products you carry should be to mobilize your brand in support of them. So obviously the more you incorporate these products into your own brand presentation, the more clients will be interested in them.
Customers need to see and hear about your products in order to buy them.
So it’s on you to make sure that happens.
Do you have other ideas to increase merchandise sales? Comment below and let's continue the conversation. Also, if you liked post share it on social media with your friends, followers, and connections.
Want to see how our tanning salon and spa software can help your business? Give us a call our fill out our contact form. We can't wait to hear from you!
But as a solopreneur or small business owner, you might not see the need to do this. If this is how you feel, you’re not alone. We have come across numerous salon owners who question why running reports on a regular basis is so important.
The truth is, though, these reports are vital no matter the size of your business.
Today, we’ll discuss why data collection is critical for your salon operation, and show you how salon management software can be a helpful tool for analyzing revenue.
And that’s a real shame.
Your salon or spa surely uses great products. Your clients could benefit from using those products at home. Plus, your bottom line will look better month after and month.
The main issue is that you just don’t know how to sell them, nor does your team. Honestly, there is nothing wrong with that—unless you don’t do anything about it.
To help you out, we’ve come up with 6 simple yet highly effective tips to help you increase your retail sales.
Yes, even Salons and Spas.
If you own or manage a spa or salon, the software you choose will have major bearing on your bottom line.
That’s because today’s Point of Sale (POS) systems do so much more than your old appointment book used to.
What can you do to boost your marketing efforts? We have a suggestion: tanning salon software.
4 Ways Tanning Salon Software Can Be a Boost to Your Marketing Efforts
Here are just a few ways tanning salon software can help attract new customers.
1. Get More Clients – Keep the Ones You Already Have
This is the goal of every business, so it’s a no-brainer this would be your goal, too. With a customized marketing campaign, you can appeal to the needs and desires of your ideal customer.