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Faraje: “This year marks our 16th year in business, and we’ve always looked forward to providing our local community with state-of-the-art equipment and top-notch customer service every Spring Break season.” Todd: “We go back to the mid-1980s with Spring Break promotions. To get ready, we load up on samples for free giveaways and promote products that they may not have tried. We really try to create the inspiration during our open house to use all the best equipment and products – it’s addicting!” Amanda: “Ever since we opened back in 2003, we’ve experienced an increase in traffic during the month of March, with tanners visiting to either start the tanning process or boost their existing tans to get ready for Spring Break.” Diana: “We opened our salons in 2008 and 2009, and we have seen Spring Breaker traffic since the day we opened. It has slowed down somewhat over the years, but we still see a huge increase in business during the months of February and March.”
Faraje: “We incentivize Spring Breakers to visit iTAN with BOGO spray sessions and an all- access pass to our salons, including UV, spray-tan and spa services. By bundling our services, we’re able to increase perceived value of these offerings and make it more cost-effective for price conscious consumers.” Todd: “We get everyone fired up and kick things off with a February open house.” Amanda: “For the month of March, we run one of our most popular specials that we only offer twice a year – a 100% lotion rebate. How it works: buy any bottle of Devoted Creations tanning lotion and receive a 100% in-store rebate to use on single sessions for non-members, or for upgrades with a VIP membership. For example, if you buy a $60 bottle of DC tanning lotion you receive $60 in Bonus Bucks on your account! Customers love this special and usually purchase 2-3 bottles at a time to stock up on Bonus Bucks to use before their Spring Break trips!” Diana: “In January, we usually offer a three-month tanning package starting at $99 for our base level beds; we also offer lotion combos including moisturizers and body washes. Some people only want to tan for three months – after that, they want to lay out in the real sun, so the three-month package is very popular in our salons.”
Faraje: “We frequently hear customers mention that they enjoy jet-setting to Cabo San Lucas, Mexico; Palm Springs, CA and Lake Havasu, AZ.” Todd: “Being from Texas, South Padre Island is a popular destination. Cancun, Destin, FL and the Gulf Coast are also extremely popular.” Amanda: “With all of our corporate locations being in Florida, some of the destinations we hear about are: Daytona Beach, New Smyrna Beach, Clearwater Beach, St. Pete Beach, Ft. Lauderdale, Miami Beach, and multiple cruise destinations.” Diana: “Since we are a Spring Break destination here in Panama City Beach, we usually have a lot of locals who come in to get ready for the season. Of course, we also have the service industry – bartenders, waitresses, beach promo girls, etc. – so, they are coming in trying to get tan and look their best before all the Spring Breakers get here.”
Faraje: “We kick-off the busy season with our three-day $1 Semi-Annual Sale, which includes $1 UV, spray and spa services available at all 31 iTAN locations. This is a great opportunity to get new customers in the door to try our services and express gratitude to our existing customers for their continued loyalty. We started this promotion almost ten years ago with $1 services on Customer Appreciation Day once a year, and now it’s evolved to a twice-yearly promotion we’re known for in Southern California. Our customers love the savings they receive, just in time for Spring Break!” Todd: “We stay prepared all year long. It’s my opinion that a successful business always stays prepared. With one chance at a first impression, why wait for one period of time to put your best foot forward? Be your best every single day!” Amanda: “At the end of February, South Beach corporate multiple training classes that all sales associates have to attend to educate and refresh on sales and product knowledge before the influx of tanners for March. We also tend to overstaff the stores in March to make sure each customer is receiving the absolute best service there is and no one is being rushed or overlooked because we are short-staffed.” Diana: “We just wrapped up employee training in lotion sales; we also have monthly staff meetings to ensure all employees are properly trained for the increase in traffic we will see and to be able to efficiently handle that many people coming into the salon. Friendly customer service is a staple in our salons, so that can never suffer – no matter how many people are walking through the door.”
Todd: “This is, quite possibly, the time of year when our veteran tanners are the hungriest for our services. Why would you diminish your profitability at a time like this? Our prices are consistent on a year-round basis. I suggest making a conscious effort to promote some of your quality SPF products for clients to take on their trips.” Diana: “Since Spring Breakers are usually only in Panama City for one week at a time, we offer discounts on 3- and 5-session packages so they can get a good value while they are here. For our locals, we offer lotions that come with one week of free tanning, depending on the product price point.”
A 26-year industry veteran, Joe has taught certified salon operator training for the last 15 years, as well as advocating indoor tanning in many capacities. Joe is a sought-after speaker and presenter at both national & regional trade events, also interacting with the FDA, state & local regulatory agencies. During his most recent tenure with the ITA, he served as director of membership.
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