Common Sense And Hard Work Win The Battle

Posted : 05/01/2003

Going Toe To Toe With The Sun
Common Sense And Hard Work Win The Battle

America's greatness can be partly accredited to healthy competition. Competition brings out the best in just about every industry. A great example of healthy competition is when neighboring salons offer better, more creative services to win over local tanners. Unfortunately, the indoor tanning industry has to contend with the biggest competitor in the world--the sun. When the sun turns up the heat, people flock outside to beaches, pools, parks, etc. Industry vets refer to this time of the year as the dreaded summer slowdown. Every year, creative salon operators find new ways to compete with the sun. Most admit that it takes patience and a little common sense.

"Who's got time to lay out several times a week?" asks Harold Zenitsky, president and owner of Zappers Tanning Salons, Inc. in Kansas City, Mo. "You have to lay there for at least 45 minutes to an hour on your back and then flip over and do the same on your stomach to really get some color. And you really have no idea how long to stay out to avoid burning. You can tan indoors in air conditioning and be in and out in 15 minutes. I always tell potential indoor tanners that time flies when you're having indoor sun, get your tan indoors and have more time for fun."

George Papadopoulos, owner of European Tans in Salt Lake City, tells his clients the golden rule: "Indoor tanning is a controlled tanning environment," he says. "It's better and a lot easier to have somewhat of a base tan prior to going outside in the sun. I remind people that playing and having fun in the sun is great until later that night when they feel their body getting warmer from the overexposure or lack of sunscreen."

He recommends tanning in a salon and then wearing a sunscreen for outdoor fun. It's important to tell customers the facts, he says. Sunburn can occur in as little as 15 minutes on a fine summer's day. UV can't be seen or felt and it isn't related to temperature. The sun's reflective powers are great--17 percent on sand and 80 percent on snow. Even on a cloudy day, 80 percent of the sun's ultraviolet rays pass through the clouds.

"Playing in the sun with sunscreen and getting color from a tanning salon is the perfect combination," Papadopoulos says. "People can get their outdoor fun and color with virtually no risk of overexposure."

Who's Slowing Down?

The key to preventing the summer slowdown for most salon operators is to get customers committed to their salon. One way is an electronic funds transfer (EFT) program, which automatically debits membership fees from a customer's checking account.

"Our tanners love our EFT program because it saves a lot of hassle and time," Papadopoulos says. "We also use mail coupons and ads to keep our name fresh and offer great specials for summer."

It is also a good idea to have different promotions with different packages lumped together for the clients. For example, if a client purchases a package, throw in a lip balm, sunscreen or visor cap with a logo on it. It depends on the purchase. The bigger the package, the better the gift.

Papadopoulos usually has good summer business. He says it doesn't hurt that his salon's birthday is in the summer months.

"We treat it like a party with different activities for the clients to participate in," he says. "We do raffles to win different packages, lotions, apparel and other items. We offer drinks and appetizers for the clients, which they love. We use our anniversary as a chance to get more personal with our clients since it is more of a relaxed atmosphere." Even if it isn't an anniversary, throwing a party with specials can help make salons stand out.

Zenitsky sums it up the old-fashioned way: work. "You beat the dreaded summer slowdown by working your tail off in the March, April and May months, getting as many people to sign up to long-term memberships as possible," he says. "Place ads sending the message of tanning indoors and having more time for fun."