Midas Touch Tans Hosts ‘Free Tan Weekend’

Daryl Ringler, owner of Emporia, Kan.-based Midas Touch Tans, celebrated his sixth year in business by hosting a “Free Tan Weekend.”

“With more competition coming into the area, I knew I had to give my salon a competitive edge,” Ringler says.

After months of planning, advertising and sales training, the crew at Midas Touch turned the salon parking lot into a huge party, with local radio station KISS 103.1 broadcasting live. In addition, hot dogs and snow cones were served.

“I wasn't sure how I was going to make this even bigger than before, so I started by going to Ergoline's open house in September 2007,” Ringler says. “One of my first meetings at the open house was with Lewis Henry, president of Devoted Creations. During our brief conversation, he convinced me that Devoted was more interested in getting and keeping our business than anyone I’ve met in my six years in the industry. I was initially concerned as to how our customers would react to a new product line in our salon and how the change would affect the annual ‘Free Tan Weekend’ event. But once our staff tried all of the Devoted lotions, they were sold—and it wasn’t long before the lotions became a top seller in our salon. As far as the annual promotion, Devoted Creations immediately jumped on board, sending Courtney Kremer to host training and donating product, T-shirts and literature to help sales.”

Overall, the annual promotion was a success. Midas Touch saw more than 700 tanners in two days, and completed more than 1,100 transactions.

“We had tanners waiting for more than 90 minutes to tan in our Ergoline Open Sun 1050 ... it was great!” says Amy Ringler, manager of the salon.