ist magazine July 2021

3 Tips to Close Out Your Busy Season Maintain Your Engagement and Traffic to Your Business! By Victoria Eckert

W hat if I told you that tanning industry veterans experienced their busiest season ever this year? (We would be surprised if you weren’t surprised.) Who could have projected that industries like tan ning and wellness would boom follow ing a global pandemic? Industry leaders like Emily Sigmon with Carolina Tan says it was nothing they would have known to prepare for, but credit the shift to more education surrounding sunlight and how beneficial it can be to our health. Emily says that the influx of customers is like nothing she has ever experienced, and she is becoming more aware of how to stay equipped for maintaining momentum after the “busy season” comes to a close. Here are three tips for wrapping up your season and maintaining the engagement and traffic to your business. 1. Provide education. Education around tanning has greatly impacted the customer attitude about UV and sunlight. That education must con tinue within your business, but there are multiple levels of education to consider. Ensure that your salon guests are aware of your efforts to keep them safe during their time in your facility. This can be achieved through different ap proaches. We have seen an increase in signs posted in-salon for safe distancing

and for assuring guests that a tanning system has been properly disinfected. Though it seems we are seeing the tail end of the pandemic, maintaining the level of safety education must remain. Your employees are your greatest asset. Training your staff and providing them with proper information on the benefits of the services they provide will reflect positively on your establish ment. Each team member must be well equipped to speak to guests about fea tures of the equipment in your facility.

and offer customers an overall wellness experience. Michael noticed that the diversification of equipment brought in new clientele with different objec tives and goals. Offering something for everyone who could walk into your business will increase your opportunity for new customers and transactions. An investment in equipment upgrades can refresh and renew your business model. As this season ends, take the time to appreciate the challenges that this year has offered and how you overcame

As this season ends, take the time to appreciate the challenges that this year has offered and how you overcame them.

2. Use digital platforms. Are you using your digital media to their greatest potential? As social platforms like TikTok take off, salon owners are taking advantage of the opportunity to be at the fingertips of their target market. Show your prod ucts, services, and share tips with your customers on social media – they will appreciate the chance to engage with their favorite salon. in diverse equipment. Michael Nelson with Totally Tan & Spa offers his salon guests a variety of equipment. This year gave us a chance to really enhance our wellness sector 3. Upgrade and invest

them. Let’s make the next season one to remember! Continue your customer and employee education. Engage with your customers online and invest in diverse equipment to create new and encourag ing opportunities for your business. Q

About the Author: Victoria Eckert is Communi cation & Content Specialist in the Marketing Department for JK Products & Services. New to the company, Victoria

brings an extensive background in communica tion and social media management. A U.S. Army veteran, she is a graduate of Arkansas State

University with a degree in Strate gic Communications with empha sis in Public Relations, Advertising and Social Media Management.

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July 2021

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