The Time Is Now
Cash in on end-of-the-year holiday promotions
by Karen Butler
Although the economy has taken a hit, the holiday season is the perfect opportunity to build up business. Combining a little time and energy with special promotions from manufacturers can mean the difference between a ho-hum holiday and one that's packed with profit.
For those salon owners thinking consumers are not looking to spend, remember that even the biggest Scrooge has a hard time holding on to the purse strings if there's something in the mix for him. By creating a festive atmosphere and offering customers--and employees--reasons to celebrate, salon owners can boost year-end sales and roll into an optimistic new year.
'Tis The Season
December can generate a month-long enthusiasm unmatched by any other holiday season. Many consumers tend to go to their own favorite places to purchase gifts for others. The good news for salons is that invariably those shoppers throw in an item or two for themselves as well.
Customers particularly are motivated by emotional and financial rewards. Since tanning helps build self-esteem, the emotional payback is inherent in your service. Anything the salon can do in terms of financial rewards--helping customers save money or offering them convenience, and therefore, a savings of their time--should be considered.
Besides bettering your bottom line, holiday promotions can enhance your salon's image, as well as infusing it with fun for customers and employees. One secret to your success will be identifying what your customers want to buy--rather than providing something and trying to convince them that they want it. For instance, you probably wouldn't offer your clients a free SPF 45 product as the gift they get when purchasing a winter tanning package.
This differs from the sales strategy of reminding customers of a new product they might want, such as suggesting an after-tanning moisturizer or a power shot.
More than anything else, creating a festive atmosphere is going to keep patrons in the spirit. Be sure to inquire about any parties or family gatherings your customers might have planned; keeping those events in mind will keep their tanning needs in mind as well.
Whether you play holiday music, decorate or just set out cookies, do something. While Christmas decorations tend to gain the lion's share of the market, don't forget the month's other holidays such as Hanukah and Kwanzaa. You might not have a demographic that celebrates them--but you'll cover your bases with an acknowledgment.
No matter what promotional activities you pursue, it is vital to monitor and motivate employee enthusiasm. Offer incentives to them--from commission and prizes to a day of paid vacation or a tanning party for them and their guests. Post and maintain a visual chart of employees' sales progress--anyone with a competitive bone in their body will strive to look better when openly compared with their co-workers.
Hot Holiday Promotions
Typically you have to spend money to make money--but that doesn't always mean breaking the bank. Check out the following ideas and consider how you might adapt one to fit into your holiday plans. While you're at it, think about calling some of the inactive customers in your database to invite them in for the festivities.
Throw A Party
Mother/daughter team Darlene and Jessica Manning of Beachside Tanning, Inc. in Cape Coral, Fla., have had tremendous success with holiday parties at the salon. In fact, this year's Valentine's Day celebration brought in $3,500 profit from product sales alone.
Part of their success comes from the relationship with their distributor. "All of our customers know when Susan--from Beach Distributing--is coming," explains Jessica. "She brings free samples, and we turn it into a huge party. We have all the food catered and we do hourly drawings, plus we give away one really big prize. We'll have anywhere from 200 to 300 people come in just on that day."
Push Gift Certificates
Gift certificates are easy money. Besides the fact that the recipient may never actually come in for services, the certificates themselves take little effort--or investment--on the part of the salon.
Artistically attractive gift certificates are a must--decorative paper and envelopes are very affordable and can mean the difference in making a sale. Additionally, consider creating a variety of looks--suitable for friends, significant others, holidays and everyday gift giving.
Team Up With Local Merchants
Local area merchants are facing the same holiday marketing challenges as you. Put your heads together and come up with some mutually beneficial sales strategies. A bagel store, coffee shop and tanning salon in the same strip mall can create a combined gift certificate pack that each merchant will sell--dramatically increasing the exposure of each business. Owners also can swap gift certificates in even exchanges to be used as purchase incentives or gift/raffle items.
Take Holiday Photos
Your customers value their appearances. One of the easiest ways to promote enthusiasm among them is by taking holiday photos. Although many cameras provide virtually instant photos, a more strategic method may be going with a traditional camera. Not only is the film cheaper--even after paying for developing it--you can get double prints so you have a copy for the salon and one to give the customer--who now has additional incentive to come back in.
Each salon needs to determine the best route to follow for the photo opportunity. While one location may find great success in planning a one-day photo shoot with Santa, another may have better luck taking pictures throughout the entire month and posting them on a giant Christmas tree cutout.
Assemble Gift Bags
David and Amie Brock of Planet Tan in Wyoming, Mich., implemented an idea last year that really took the bite out of a previously slow holiday season. They created their own gift bags full of assorted products. They offered three different price levels, as well as the option to customize a collection of products on the spot.
"We bought some small paper bags from Michael's Crafts and used Christmas-themed rubber stamps to make each bag unique," explains David. "Then we filled them with tanning lotion, moisturizer, eyewear, a tanning session package, and a couple of odds and ends that we had gotten free at the shows."
The best part? The bags made shopping--and buying--much easier for men who came in looking to purchase a gift for their significant other.
Host A Charity Drive
Philanthropy never goes unnoticed. Choose a worthy cause this holiday season and provide opportunities--but not pressure--for customers to aid in your efforts. Try to stay away from asking for cash donations. After all, as a business it's wiser to collect and distribute goods for charity than to give away a portion of your profits without involving others.
Some options include collecting new toys for needy children; adopting a low-income family--to buy presents for--in the area; hosting a canned food drive; or even taking in turkeys to donate to a food shelter.
Consider entering anyone who participates into a drawing for free sessions or products--or even an off-site prize that you invest in or get donated. Besides helping a good cause, you may see a new side of your customers, and you may see it--and them--more often, too.
Create A Discount Contest
To give product sales a boost, plan and promote a day when customers will receive a one-time discount when they checkout. The amount of the discount can be written inside of a sealed envelope or pulled from a hat, but will not be revealed until the products have been totaled up.
Obviously salon owners have to be willing to part with some of their profits to run this promotion, but they also might be pleasantly surprised with the increase in overall sales. Many customers will make plans to purchase holiday gifts or stock up for themselves simply because of the nature of the game.
While it may be tempting to make every discount your lowest percent-off, be sure to include a range--including at least one sizeable amount--so your customers witness the excitement--and the validity--of the contest.
Have A Gift Stocking
Customers love the idea of getting anything free with their purchases. Fill a giant stocking with a variety of gifts and let them reach in for one after they buy products. The contents of the stocking are limited only by your imagination and your budget.
A financial range of prizes should be included--and advertised--so customers know what to expect. Besides salon-related items, include movie passes, notepads, candles, gourmet tea, vitamin packs and other goodies.
A higher-end version of this promotion would be to offer a gift when customers spend a large dollar amount. Wrap some presents and place them under a Christmas tree or on the counter to tempt passers-by. Shop for popular prize items that may be on sale, such as DVDs, CDs, T-shirts or picture frames.
Raffle Off A Prize
Carla and Patrick Plazas, owners of New Life Tanning Center in Columbus, Ga., peak interest with a holiday drawing. Every time customers make a purchase--from a bigger bed upgrade to a bottle of lotion--they receive a raffle ticket. Additionally, employees sell extra tickets for $1--which helps recoup the expense of the prize. The Plazas remind other salon owners to use good business sense when choosing the raffle item, always remembering that the goal is not only to create hype, but increased revenue as well.
"For instance, one year we bought an outdoor Chimenea (Mexican fireplace) that you set on your porch and light up in the fall/winter," says Carla. "They sell for $200 to $300, and we found one for less than $100."
In the future, consider getting the raffle going early; the Plazas run their promotion from Nov. 1 to Dec. 15.
Holiday Gift Guide
If creative juices--or investing time and money--aren't your thing, simply do your homework to find out about any special packaging or deals that may be coming from manufacturers. Many of them have finalized their December promotions by October, and recommend that salons contact their distributors at that time to place orders. Not all companies participate in holiday promotions, but those that do offer an easy--and timely--way for salons to increase sales.
Holiday Glow
The luxurious, all-natural blend of purifying Dead Sea salts and essential botanical extracts--macadamia, avocado, soy and lemongrass oils--deeply nourishes and dramatically softens skin. Aromatherapeutic peppermint, spearmint and cedarwood oils also nourish, soothe, calm the spirit and leave skin fragrant. Formulated to effectively slough off dull skin cells, JA Exfoliating Salt Glow Holiday Favors will revitalize and renew the skin's appearance. Particularly suited for softening cuticles, heels, and rough, dry skin, the product also comes in a 14-ounce jar for full-body treatments.
In addition to being an excellent retail value, salons can offer the special jar as a "gift with purchase" to motivate sales of full-size products and introduce customers to the JA bodycare line.
The Gifts That Keep On Giving
California Tan presents four delightful duos. Full-sized bottles of Accomplice, Pure Chocolate and Climax each are paired up with a free 6-ounce Total Immersion tan-enhancing moisturizer. Rounding out the choices, the company's Maxlotion is joined by a complimentary 1-ounce serving of Accomplice.
Sexy Tan from Matahari is matched up with a 2.5-ounce Dark Sexy Tan at no extra charge and Emerald Bay's Sunburst Sorbet showcases a complimentary Agave Twister Lip Balm.
California Tan is pleased to feature several of its newest and most-popular products in special promotions throughout the year.
It's In The Bag
Also available in a 2-ounce holiday gift box is refreshing Cool Mint Sorbet Creamy Body Wash--filled with rich moisturizers and premium botanical extracts.
For customers who crave more, check out this year's grouping of three premium products. The set includes an 8-ounce bottle of Cool Mint Sorbet Creamy Body Wash, Smooth Sailing Shave Crme and High Intensity Daily Moisturizer. The goodies are grouped in a clear carrying bag, complete with a festive red handle and a green gift tag.
Body Invest's special gift packaging provides shoppers with ready-made gifts and the perfect stocking stuffers. Best of all, body care products are the perfect present for tanners and non-tanners alike.
