ist Magazine January 2022

Epic Sales

Start Your NEWYEAR Off Right! By Gina Jaeger-Morris W ith the end of 2021 comes a whole new excitement for future success! Like any New Year, 2022 shouldn’t just be about improving yourself, but also improving your business. It’s a great time to refresh and recharge – to get new customers through the doors and enhance the experience for existing ones. Here are a few tips to help you make it happen. Set your mind and focus ads on new customers and their desire to look even more amazing in the New Year. What I have found to work best is to run a “free week” program for all new tanners, letting them experience your salon and enticing them to purchase an EFT or premium package you offer. Target New Customers with Social Media Ads Hire a Salon Influencer I’m sure you’ve noticed the boom of “influencer” marketing over the last few years. Businesses are increasingly turning to influencers to help generate awareness of their offerings and to generate attention out there on social media platforms. This is highly effective, especially for a tanning salon that delivers noticeable results through their services. So much so, that when the right person posts a picture of a transformational result from your salon, you will have new customers galore lining up for the same spray-tan or service the influencer benefited from.

hustle and bustle. Marketing designed around these other major and minor holidays can definitely boost your prof- its. Here are just a few to keep in mind: • Super Bowl Sunday - Starting two weeks prior to the game, offer VIP customers free upgrades and the chance to win a year of tanning if they can guess what the final score of the Super Bowl will be. It’s a great time to refresh and recharge – to get new customers through the doors and enhance the experience for existing ones. • Valentine’s Day - Promote gift cards and spa service packages for that special someone. • Mardi Gras - Give two weeks of free tanning with purchase of a monthly unlimited package. • International Women’s Day - Offer all female customers a free gift or service upgrade. • St. Patrick’s Day - Guests choose a sham- rock from a bowl for a free lotion packette. Create a Loyalty Program Gaining new business is important, but the majority of your salon’s profits come from your existing, loyal customers. Keep in mind that it always costs more to attract

new tanners than it does to retain existing ones – so, what are you doing today to re- ward those who stay loyal to you? Creating the right incentive program can save you a lot of time and money down the road. Gain New Business with a Refer-a-Friend Program The best type of new guest is one who has been recommended to your salon by another customer. Word-of- mouth marketing is the most common way for salons to build clientele, because it’s easy and it really works! Be sure to make it worthwhile for both the referred customer (with free upgrades or a free week of tanning), as well as the referring guest with a “thank you” and special reward. When people try a new sa- lon because of a friend’s great recommen- dation, they are more likely to become a loyal customer after their first visit. „

Happy New Year … and Happy Selling!

About the Author: Joining the Supre/Hempz team in 2006, Gina Jaeger- Morris brings a wealth of sales and marketing experience to her position as Business

Development Manager. Known as “Miss Gina” to the hundreds of salon professionals she helps, Gina combines Sun Evolutions product knowledge with solid retail expertise developed from her extensive experience in the indoor tanning, beauty and retail industries. Her unique combination of talents continues to provide winning sales strategies for salons across the country.

Drive Sales with Seasonal Promotions

Sometimes, I think we forget about the holidays celebrated in January - March because we are just so worn out from all the Christmas and New Year’s

Marta Sher / stock.adobe.com

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January 2022 istmagazine.com