If you’re too focused on what you might lose, you’ll never see everything you could gain. Remember this advice when it comes to marketing and promoting your tanning salon!
If there ever was someone who’s a “treasure trove” of salon marketing ideas, it’s Jerry Deveney, Four Seasons Sales & Service VP of Business Development. During his more than 20 years in the industry, he’s shared plenty of advice that equates to dollars and cents, though not every salon pro utilizes it. “I’ve read that the human brain spends more time avoiding pain than it does seeking pleasure,” said Jerry, “and this could explain why some owners are afraid to try new marketing methods. In my experience, the No. 1 question these people ask is, ‘What if I spend a lot of money to market my business and I don’t get a return on my investment?’ I usually tell them that I have many low-cost/no-cost marketing strategies that are perfect for starting out because the risks are low, yet the rewards are substantial.
“Whenever I consult with salon owners who need marketing help, I always recommend they start out using just one low-cost/no-cost strategy to introduce them to the concepts,” Deveney said. “If they’re happy with the results – and I know they will be because many have been successful with these ideas – I recommend they try another and another until they get the hang of it. By starting slowly and trying various approaches as they go, any salon owner can become an expert in marketing and promotions, and they’ll soon be able to develop the most effective ways to appeal to their specific customer demographic.”
This Tips of the Trade special is filled with many low-cost/no-cost marketing strategies offered by experienced salon pros across the country, many of whom Deveney recommended for the series. He and everyone at ist Magazine urge you to try any or all of them at your salon. For even more proven yet cost-effective marketing strategies, Deveney also encourages salon owners to e-mail jerry.deveney@fstanning.com. “I’m always willing to help,” he added.
Four Seasons Sales & ServiceExperience: 20+ Years
A 14-year industry veteran, John "Ribby" Ribner has written hundreds of articles for IST Magazine and, as Director of Editorial Content, has also helped guide the publication's evolution. Ribby is a graduate of Central Michigan University's journalism program and has brought many years of newspaper reporting experience to his position of Head Writer. He is also the author of three novels, "Legacy of the Bear," "Prophecy of the Bear" and "World So Dark."
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