Did you know that selling T-shirts provides your salon with hundreds of thousands of dollars’ worth of advertising and increases upgrade and lotion sales?
Adrienne Aaron has discovered a way to earn money while branding her salons – Electrik Beach in Monroe, MI. The idea is called “T-shirt Tuesday,” and it’s her most popular promotional event. “I got the idea from Del Taco,” said Adrienne. “They were selling T-shirts for $4, which probably barely covered the cost; but they were doing it to generate brand awareness. I’m sure it worked because a lot of people purchased shirts that day.”
Adrienne and her staff designed a series of T-shirts and had 1,000 made in various sizes, then held a contest to sell them. “We priced them at $6, and each of our stores sold an average of 75-100 shirts that day,” she said. “Everyone who purchased a shirt received a free tanning session upgrade, and they continue to receive free upgrades each Tuesday, as long as they’re wearing the shirt when they come to the salon. We started to see more people wearing them around town.”
T-shirt Tuesdays have taken Electrik Beach’s daily upgrade sessions sales from 15 to 25 percent, Adrienne says, and the increase lasts throughout the week. “After a while, we changed it up,” she said, “and gave T-shirt wearers lotion samples and discounts on full-sized products. Our most popular special was a free bottle of moisturizer to everyone who purchased a lotion.”
Since starting T-shirt Tuesdays, Adrienne has shared her idea with many salon owners in hopes that they’ll experience similar success. “It might seem like a large investment,” she said, “but it can be one of the best things you do to brand your business.”
Adrienne’s parents, Dennis and Lori Asmar, opened their first Electrik Beach salon in 1991. After working as a bed cleaner since the age of 14, Adrienne became a co-owner in 2001. Today, the family-run business has grown to six facilities in the Monroe/Metro-Detroit area.
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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