1 Million New Spray Tanners, Already in Your Salon

Ernst & Young conducted market research and learned that 25% of sunbed tanners plan to spray tan in the coming 12 months.

25% equals 1.1 Million sunbed tanners.

Market research is, well, research and you live in reality.

So, how can you make our own luck to dramatically increase the number of sunbed tanners who use spray?

Training and Selling, that’s how.

Staffers Can Make Spray Tanning Cool, Trustworthy and Desirable
Develop a motivated, persuasive staff to be enthusiastic and convincing advocates of spray tanning
-Allow 1 free spray tan per week for staffers (any, and all options)
Promote demonstrations – seeing is believing:
-Spray Tan Uniform: At least one staffer per shift should wear a fresh spray tan
-Play spray tan demo video inside salon, on salon website and include in emails
-Get staffers involved in marketing! Post customer testimonials and pictures on salon web site and social media
-Create spray focused contests to keep staffers excited and engaged
Teach Staffers the Easy Ways to Sell a Spray Tan

Here’s a few ideas to start the spray tan sales pitch:

-Live testimonial: Look at me (or another staffer), I spray tanned yesterday
-Here’s what I love about spray tanning …
-Let me tell you what spray tanners love about it …
-Sunbed tanning is my fave, however, our spray tan customers look amazing …
-Only takes 4 minutes to get a gorgeous tan …
-Let me tell what sunbed tanners love about spray … they spray tan for pop of immediate color when they didn’t get to salon enough, or their color has peaked (legs).
If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

Do you have ASP (not ESP)

ASP stands for Average Selling Price.

As in, what is the ASP for a spray tan in your salon over the last 12 months?

It is the most important piece of data to know about your spray tan business – just as important as total session count.

Most salon owners presume that it is much higher than the real number, and that’s an opportunity.

How is ASP calculated?

Calculate: Total revenue/sales from all spray tan session ‘$a’
Calculate: Total number of spray tan sessions ‘b’
Divide: ‘a’ into ‘b’
ASP = $c

But, there’s a glitch in that calculation.

Many spray tan sessions are paid for as part of UV EFT membership. Example: $69 includes 1 spray per month.
Most salons do not take a portion of the UV EFT membership sales and allocate it to spray revenue.
Therefore, the value of the spray business to the salon is under-stated.
In short, the spray business is contributing more than you might think.

Knowing the ASP for spray will help you decide what the ideal price for a single spray session, multi-session packages and EFT.

If you’d like to properly calculate ASP and discuss ideas to build a bigger and more profitable spray tan business – connect with your Mystic Tan representative at 888-974-9977.

Legitimate Fear, Legitimate Growth

CEO behind Applebee’s reveals how the Dollarita played an essential role in the chain’s turnaround

  • The Dollarita was the game changer that Applebee’s needed to turn around its business, Steve Joyce, the CEO of parent company Dine Brands, told Business Insider.
  • The dollar-drink deal was originally seen as a risk internally, with some franchisees fearing that it would attract people who wouldn’t order food or that people would get too drunk on cheap drinks.
  • Since the introduction of the Dollarita, Applebee’s has posted four consecutive quarters of same-store growth after a period of struggling to grow sales.

The Dollarita provided Applebee’s with the key to a massive turnaround.

Dine Brands CEO Steve Joyce told Business Insider in an interview last week that the Dollarita was key to kicking off an Applebee’s turnaround in October 2017, soon after Joyce took over as the top executive at the parent company of Applebee’s and IHOP.

“Dollarita turned everything around,” Joyce said. “It was a 13-point swing between September and October in Applebee’s performance.”

Since the introduction of the Dollarita, Applebee’s has posted four consecutive quarters of same-store sales growth after a period of declines. Last week, the company reported that systemwide same-stores sales in US Applebee’s locations increased 5.5% for the first nine months of the year.

The Dollarita was the game changer Applebee’s needed. Joyce said the deal was seen as a risk internally, with some franchisees feeling reluctant to adopt the dollar-drink deal. In New York City, for example, few restaurants decided to add the Dollarita to the menu in October 2017.

“You worry about, do you attract the wrong element, do people come in and get soused, do they not order food?” Joyce said.

A franchisee in Texas who had already rolled out the Dollarita in restaurants, however, convinced others that the deal was worth a shot. And, he was quickly proved right.

“Ninety-eight percent of the people who came in and ordered those, ordered food,” Joyce said. “Most of the people would have one of those and then move upscale to another cocktail.”

Following the success of the Dollarita, Applebee’s has rolled out one- or two-dollar drink deals every month, doubling down on buzzy deals to attract budget shoppers.

“It got buzz going,” Joyce said.

“On social media initially, back in early October, people said, ‘Well I don’t like Applebee’s but dollar margaritas, I’m in!'” he continued. “And people were upset, and I’m like, get them in the restaurant, serve them well, give them great food, and guess what? They’ll come back. And that’s what’s happened.”

“Everybody Needs Money, That’s Why It’s Called Money”

Indeed!

So, how do you … get the money?

More spray tanners, More spray tans.

How do you get More & More?

Need to get lots newbies to try spray tanning?

How to get the newbies?

Take a look at your marketing.

-Price charged for single sessions tans – Is it reasonable? Is it affordable for all income levels? 
Most newbies are not ready to make the EFT commitment, but if you make the single session price reasonable, maybe they will spray 2 more times in next few months, and then who knows what might happen.

-Do most new customers come back?
If not, have you contacted them to ask, why?
Maybe the tan was not as great as they would have expected.
Maybe the price was too high.
May the experience inside the salon was not ideal.
Maybe they forgot about it and just need a reminder.

-How do you advertise – What’s the message? How often do you advertise?
Mystic Tan has a whole chapter of winning marketing ideas in the newly published ‘Lessons from High Growth Salons’, see pages 13-25 Grow Spray Tanning, How-To Guide – click for FREE Copy

Your representative will be happy to provide you a copy and discuss the ideas that will drive your spray business.

Salons Growing 28% Share their Secrets

Spray tanning is growing. In fact, in 2017, over 1,000 salons grew their spray tan sessions by 28% or higher.

Sunless, Inc. conducted research over the last 2 years to understand the common practices driving that growth and summarized those actions into a ‘How-To’ guide. It is chock-full of specific strategies and tactics used by salons that are breaking from the norm and having success.

The Guide covers lots of ground and some of the concepts may spark a reaction. We don’t expect every idea will be right for every business, yet we think there are a more than a few nuggets that every salon can either test or adopt to change the fortunes of your business. Your representative will be happy to provide you a copy and discuss the ideas that will drive your spray business. Grow Spray Tanning, How-To Guide – click for FREE Copy

Winning salons have grown by taking 5 Critical Steps:

Win with Data:

Track & drive spray sessions per day

Simplify:

Price for single session: Reasonable and transparent to draw in customers who resist a monthly commitment

Menu/service options: Remove the complexity


Target two high potential customer groups
:
You can’t grow by getting more from current EFT tanners, but having those who came in every six months, now come in every 3 months, doubles your spray business

First high potential audience:
Lapsed/Infrequent tanners (tanned 1-3x over last 3 years)

Second high potential audience:
People with less disposable income: Millennials, College, High School, Middle-to-Low income women age 35+


Staff Ambassadors
:

Create enthusiastic & persuasive advocates will make spray tanning cool & desirable

Commit to Marketing:

Right customers

Right message & offer – EVERY DAY

Right frequency

The great news is that your Mystic Tan representative can help you analyze your POS/data. With the right insights, you can evaluate your business and options for future growth with all the needed facts, lessening any risk and increasing the likelihood of success.

Connect with your VersaSpa representative at 888-974-9977.

Brady Bunch & Cocktail Tanning

It’s a worthwhile challenge to persuade UV Tanners to try/use spray tanning.

Some UV-ers don’t think a spray tan looks natural-enough.

But, experience shows that most UV-ers have not tried spray, and many that have tried spray think it gives better color than expected.

What’s that have to do with the Brady Bunch?

The Brady’s popularized the idea of having two doors for one bathroom.

So?

The logistics of cocktail tanning impedes trial – big hassle to get undressed to UV tan, then get dressed, walk down the hall to the spray room and then get undressed again to spray tan.

Possible solution: Put a door along the wall that separates UV room and spray room. If someone wants to Cocktail, they can pass from one room to the next and only un-dress/dress 1x.

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

Best Piece of Advice Ever Given

The best piece of advice ever given was by the art director of magazine Harper’s Bazaar, Alexey Brodovitch, to the young Richard Avedon, who was destined to become one of the world’s greatest photographers.

Richard went to Alexey on his first day of work and asked – “What do you want me to do?”

Alexey responded: “Astonish Me”

From Paul Arden’s book titled: Whatever You Think, Think the Opposite

What women (shoppers) want

Paco Underhill is the founder and CEO of Envirosell Inc. He works with companies such as Target, Trader Joe’s, Starbucks, Verizon and others examining culture, shopping patterns, trends, and showing those companies how to reposition themselves to do better in the marketplace.

In his book “What Women Want”, Underhill says women want cleanliness, control, safety, and considerateness. And, What Women Want points out that businesses flourish when they recognize that women want different things than men do, from cars to hotels to drugstores. There’s a fascinating chapter about hotels, stressing that women travelers want clean rooms, good lighting and safety.

Regarding cleanliness, he asserts:

  • Cleanliness is hardwired to the female brain
  • Clean and unclean register instantaneously for most women
  • Clean matters to women – it really matters

How does cleanliness factor into your … training, daily inspection, staff feedback, staff reward system?

 

Aim small, Miss small

It’s August, and you want to take advantage of schools being back in session, and you want to promote your new program … simplified and reasonable pricing designed to steal business from competitors like nail, wax, and eyebrow.

Start small if needed, accumulate a few wins and build from there – for instance:

Identify the high schools and colleges in your area.

Google to learn the enrollment of female students.

For example, 500

Decide to get 10% to visit your salon, or 50

Consider how much those ladies can afford to pay for a spray tan (vs. nails, wax, brows).

Start marketing to those groups with simple, reasonable and transparent prices.

$15 for any tan level and $4 for any additive.

50 customers
x 2 spray sessions next school year
x $21 per session
= $2,100 in new business
Margin 80+%
just from 10% of those ladies

See how it goes. If it misses the mark, you won’t kill your business and you can try a different price plan.

If it works, start marketing more frequently to the same schools to get an even more ladies to visit the salon.

Aim Small, Miss small, but, most of all, pick a target and aim.

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

Laugh & Learn

Lots of people like to laugh at Walmart – ‘The People of Walmart’ is a never ending and much viewed video and meme.

That aside, is there a couple huge ideas a salon can learn from Walmart – the biggest retailer in the world, the chain that gets 150 Million shopping trips, every WEEK?

  1. Which customers to target:
    1. Founder Sam Walton said he catered to middle and lower income people because “God seemed to make a lot more poor people than rich people.”
    2. Young people (college, high school, millennials) and women 35+ from with middle-lower income don’t have much money, and cannot afford to pay $30+ for a spray tan,  nor join EFT.
  2. EDP (Every Day Price):
    1. Walmart uses a ‘same price every day’ strategy – they proved that people shop more often when they know their fave products have a reasonable and affordable price, EVERY DAY.
    2. EDP makes it easier for shoppers to budget and makes them more likely to make impulse visits to the store/salon.

 

If you’d like to discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.