Looking for effective business strategies to take your salon to the next level of success? Are you ready to be motivated and inspired? Here’s a look at the lineup of professionals on deck and prepared to make the Tanning World Expo a beneficial business investment for you.
These salon pros will not only cover both UV and Sunless promos, but they’ll also give those in attendance the entire year of effective specials in just 45 minutes! As an owner, the biggest worry is coming up with offers that are creative and successful, as well as unique.
With an assist by big-time consultant Steve Holt, David and JR will show you how to plan out the entire year of sales promotions in advance. They’ll offer you the tools to be as successful with sales as they are! There are two key factors for a successful sale:
1. Ensuring the sale is beneficial to you.
2. Ensuring the sale is beneficial to the salon guest.
Sale promos are often perceived as a method for “losing money” and they may actually be headed in that direction if not strategized correctly.
This dynamic duo utilizes a lot of social media in their day-to-day efforts. So, in preparation for this presentation, anyone attending can simply use #EvolveU for UV sales and promos or #LevelU for sunless promos and you will see who’s coming to their presentation via Facebook. JR comments, “Since 2002, we have been evolving with the spray-tan market. Our time tested formulas for successful marketing will help take your sunless sales to the next level!”
I asked JR about the return of the ITA World Expo. “Joe, the ITA gives back profits from this Expo to the industry and I’m honored to be a part of it. The lotion symposium that I will host includes arguably the best trainers in the industry.”
As an added incentive, there will be prizes given away at the end of both of David’s presentations for those who use the hashtags in their social media!
In just one year, he’s gained over 1,500 likes his salon’s Facebook page with a marketing expense of less than $1,000. David points out that it can be easy, but you have to use the right techniques. He’ll teach attendees how to utilize social media marketing in the most effective manner no matter how small the budget, and says that if his techniques are followed, salon operators can double their Facebook page engagements in less than a year for almost no expense! He will offer great information on what to post and when to post it, and explain how it all works. Like his presentation with JR Homer, you can also prepare for this simply by using #Evolve to see who’s coming to the presentation via Facebook. And of course, there will be prizes at the end of both presentations for those who use the hashtags in their social media!
Don’t miss this energizing, “no-nonsense” business conference!
Don’t miss this energizing, “no-nonsense” business conference!
Bill joins the other TWE presenters with a wealth of industry knowledge. Easily recognizable, this seasoned veteran has been very involved in the development and sales of sunless products and equipment. His presentation in Columbus will focus on increasing sunless profits by going “above and beyond” what salons are currently doing to maximize revenue from sunless services and products. He’ll lead you in understanding methods of growing sunless revenue in areas such as customer counts, transaction sizes, customer frequency, price points and structures for packages and memberships, along with sunless up-sells. For those of you just starting out in sunless or looking at newer ways to capitalize on current sunless sales, this is a “can’t miss!”
Bill expects this World Expo to be well attended. “I like the September date and the fact that Columbus is centrally located for a great number of businesses. I’m looking forward to visiting the city which has some wonderful restaurants and local cuisine close to the hotels downtown, like the North Market.”
He also commented on the upcoming season. “A lot of things were not in our favor last season, with bad winter/spring weather being one of them. In spite of that, many salons not only survived, but thrived! I’m optimistic that with a stronger economy, lower unemployment projected for 2016 and a little help from Mother Nature, well, the forecast could be sunny!”
I’ve known Rob for years, and really wanted to get his perspective about this year’s Tanning World Expo. “When I learned that the show management group picked Columbus for the venue of the new ITA World Tanning Expo, I was extremely excited! As an Ohio based company, the venue makes it very affordable for me to bring more of my staff to experience the excitement of a national trade show. Other salon operators will enjoy this, as well, being that Columbus is centrally located and an easy drive for hundreds of salon professionals.”
Rob adds that the ITA considered the fact that in the past, one of the biggest elements for salon operators was the expense associated with accommodations and travel to an expo. With that in mind, the ITA focused on reducing these costs considerably, making it very manageable to bring more people who will benefit from top-notch education, and leave the show pumped up for the upcoming season.
Rob’s presentation will focus on some of the core issues in our industry; among them, State and Federal legislators who so often are leaned on and persuaded by the anti-tan lobbying groups. He commented, “Joe, we’ve been working in the state legislatures for years to help prevent our industry from being continually limited based on misleading data and statistics. But nonetheless, I’ve seen a number of salon operators who have learned to adapt in the past several years, and in many cases, even been able to maintain or increase revenues in a climate of reduced numbers of daily visits.”
Rob says that if you are still in the sun biz, you’re undoubtedly doing something right! There are states where the number of registered tanning salons has been cut nearly in half over the course of the last few years. He says that the goal in Columbus is to offer attendees more of the tools necessary to maintain and grow your business. Rob encourages salon owners to come to the Expo and bring their staff. “It can unlock their excitement and potential as we share many of the industry secrets that can help fortify and strengthen your business model,” said Rob.
When choosing presenters for this year’s event, an emphasis was placed on enlisting industry veterans who could unravel some of the common issues that affect salons. Todd Earnhart has been extremely successful in the tan biz for over 30 years. He and his wife, Michelle, originally owned nine Club Tan salons and a distribution company, subsequently selling most of them. Today, he is running “wide open” with four licensed locations and four others that are under contract and coming online this fall. Todd is one of our industry’s success stories and I asked him what it takes to push his locations to gross from $500k to over a $1 million each. It seems that the key to much of it has been finding success where others have failed, and having an unwavering passion for achievement.
“I have found the most enjoyment in my career in converting salons that are barely getting by into big money-makers,” said Todd. Regarding his licensed locations, he added, “When we all make money together, business can be fun again. But it really takes a committed owner to be a Glo Sun Spa – someone willing to make no excuses.” Todd will be bringing that same passion and excitement to his presentation in Columbus – another one that salons will not want to miss!
The ITA is describing this month’s Tanning World Expo as a “no-nonsense business conference.” This group of tanning professionals will join a dynamic, award-winning motivational speaker to provide a truly valuable and energizing experience for all attendees.
Since 1997, IST Magazine (formerly known as Island Sun Times) has been committed to the success of salon professionals, while promoting the growth of the tanning industry as a whole.
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