ist Magazine February 2022

Notes from the Road

Love Is in the Air! By Lisa Saavedra

contain things like a body wash, tan extender, tanning lotion, facial product, etc. I would put all of these products together in a bag to sell for a special Valentine’s Day price. Throw in some free upgrade sessions for them as well, to create added value. Bonus points if all the items in your bag deals are pink or red! Share the Love! This promo is just an easy way to gain new clientele. You need some cute Valentine-themed cards that say, “Share the Love! Enjoy a free week of tanning on me! xoxo ______.” Leaving the blank line allows your guests to sign their own name There are many ways you can turn Valentine’s Day into a sales opportunity! and give the card to any family members or friends. Through the month of Feb- ruary, I would put one of these cards on each bed when it’s cleaned in hopes that your guests will take them and give them away. It’s a great way to keep your busi- ness top-of-mind and gain new customers with very minimal out-of-pocket cost. These are just a few of my ideas to increase your February revenue, as well as create something fun and new for your guests and staff. I hope you all have a very successful month and your business is feeling the love! n

T hanks to Hallmark (I think), February is the month of love! This is the time of year for red and pink heart-shaped candy boxes, floral arrangement options and booming restaurant reservations. At this time, you should also see an influx of tanners coming to your salon seeking that “perfect glow” for Valentine’s Day. There are many ways you can turn this holiday into a great sales opportunity while showing your customers some love. Let’s discuss some Valentine’s Day promotions. Treat Yourself! I call this sweet promo “Treat Your- self” or “Kisses from XYZ Tanning!” For this promotion, you need a bunch of Hershey’s Kisses (not only are they cheap and on theme, but they are individually wrapped). Next, get some tiny, round labels (stickers) and come up with some specials such as “FREE Upgrade” or “10% Off Any Product Purchase.” You can customize these specials to cater to your clientele and your salon's needs. Write the specials on the labels and stick one directly on the bottom of each Hershey’s Kiss. Put them all in a bowl or jar so

your guests can’t see which one they are picking, and place it on your counter with a cute sign. Every person who comes in to tan between now and Valentine’s Day can grab a “Kiss.” Not only will they enjoy a sweet treat pre-tan, but they will also have an opportunity to use their discount or buy something, as the promo special they find on their Kiss is only valid on that day. I find this to be a cute, fun way to increase sales because it has a sense of ur- gency with the “use it or lose it” mindset. A Perfect Glow from Head to Toe! This promo involves creating two different bag deals you sell for a set price and which also include tanning. The first deal is a “Glow on the Go” concept. This bag would include lotion packets, eye- wear, a week of tanning and/or red-light sessions and one spray-tan session. With this deal, your tanners who are coming in just to get some Valentine’s Day color will be able to try a variety of products and services and hopefully, you will be able to turn them into regular customers. The other bag deal would be tailored for your existing customers. It could

About the Author: As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and

enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience.

Lisa has been chosen the IST Magazine “Person of the Year” five times.

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Commit to Your Tan

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February 2022 istmagazine.com