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We often picture “disasters” in the way they’re portrayed in the movies: raging cyclones and blazing fires. But the truth is, catastrophes come in many forms. Unfortunately, the COVID-19 pandemic was exactly that … a catastrophe for most businesses in our industry. In the hope that most of you will have the opportunity to re-open your facilities in the coming weeks, it’s vital to have a plan in place. Here are some ideas to consider:
An effective reopen plan includes an up-to-date database. Yes, the information you have on each salon guest is even more important than ever. The good news is technology is our best friend right now, because it allows you to still engage with your guests even before you re-open so you can communicate information such as: what’s happening at their favorite tanning salon! The more accurate info you have, the more successful the grand re-opening of your business will be.
It will be vital to run promotions all month long to help entice customers to come back and visit your salon. But it’s not just about running a promotion. It is an excellent time to show your community how much we appreciate those who worked on the front line, showing up and sacrificing so we could stay safe at home.
Here’s a quick essential worker list: doctors, nurses and first responders, federal and state mission-critical workers/military members, police officers, firefighters, CNAs and assisted living workers, grocery store workers, postal, delivery and gas station workers, truck drivers, any others you can think of that I may have not mentioned.
Many of these folks didn’t have a choice to stay home and provided essential services to help everyone in the community. Recognizing and appreciating them goes a long way.
Also consider creating specials for all those whose weddings/special events had to be cancelled or postponed. This would be a great time to promote spray-tan specials with beauty bag deals or a “sorry you missed your special day” promo.
Let’s go, Tanning Family! We’ve got this!
David McFarland is a National Educator for Sun Evolutions, offering brands including Supre Tan, ProTan, Fiesta Sun and Playboy. He is a face-to-face sales and beauty product fanatic who gauges his success solely on his effectiveness at selling real product to real, live salon customers.
Copyright 2016 ist Magazine