Whether we realize it or not, many of us already have our Ph.Ds in marketing … and we earned them at the shopping mall! While hunting for the perfect gifts during the holiday season, shoppers are treated to the best education in retails sales, marketing and promotions. The key is to open our eyes to see all the great deals and hard-to-resist specials and utilize something similar at your salon.
Let’s take a look at a few of my personal favorite promotions and how you can make them work for you.
This retail clothing and accessory store offers a sale at the beginning of the month that can only be redeemed during a specific, two-week period. For example, for every $75 spent, customers received a coupon for $25 off purchases of $75 or more, which can only be redeemed during the first two weeks of the following month.
Here is how you can use this in your salon(s):
For the first two weeks of December, every $50 your guests spend will earn them a coupon for $10 off their next $50 purchase during the first two weeks of January.
This store is known for giving free undergarments to customers with a store credit card. Each cardholder receives a coupon for a free undergarment, which increases traffic flow into the stores while rewarding loyal customers.
Here is how to use this in your salon(s):
You can send your EFT – or, as some salons call them, VIP members – a free gift in March. This can be anything from a $10 coupon to a free lotion packette, upgrade session or mini moisturizer.
Note: This will reward your best customers and keep them coming back. (About 20% of your customer base will make up about 80% of your business with effective retention.)
Another great idea from Victoria’s Secret is the “Take Home Treat” concept – very effective at making customers feel special. Every purchase is wrapped in tissue paper and put in a cute logo bag; therefore, when the customer gets home – or in the tanning room – she feels like she has a “present” to unwrap.
Now, you’ve provided your customer with a special treat, not just a necessary product to use when tanning. Keep in mind that the shopping bag can play double duty. Many customers will keep a cute bag and reuse it for a tote or lunch bag … thus increasing your salon exposure and marketing pull.
When it comes to the value-added concept, these folks are on the money! My personal favorite is their “Sweet Meal Deal” – two medium, one-topping pizzas, bread sticks and ten Hershey’s “dunkers” for $19.99. In other words, they give you everything you need for dinner, including dessert!
We know April is prom season and your prom-going clientele are on a mission to find the best deal possible. What you can do is create your own “Glam Tan Deal” – give them everything they need to get the best tan.
Here is an example of what the Glam Tan Deal would include:
The grand total for this package is $99.99, which you could sell to students for $69.99 – $79.99. A great way to promote it would be, “Receive $30 Free/ Off when you purchase our ‘Glam Tan Deal’ – perfect for prom or homecoming!”
Note: I would make this available to students and set up the “Elegant Bronzing Deal”, a more alluring and expensive offer for college students utilizing the same concept with higher-end products.
Keep Your Eyes Peeled!
Hopefully, your next trip to the mall will be as much a learning experience as it is “retail therapy.” Remember, many of these companies have multi-million dollar marketing research, and they know that what they’re doing works. Why not let it work for you, as well? And don’t forget to look ahead to the New Year and get started on planning your 2013 promotional events.
A member of the Supre Tan team since 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 pros she helps, Jaeger combines Supre Tan product knowledge with extensive experience in the indoor tanning, beauty and retail industries to provide winning sales strategies for tanning salons across the country.
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