Run Faster, Jump Higher

Salon owners who are growing spray tan sessions are getting more creative and more persuasive in their spray tan marketing.

One of the most creative and bold examples is Fabutan with their ‘Spot the Spray Tan’ street interviews.

It’s a super cool idea and demonstrates the natural beauty of a spray tan, in an uber-believable way.

Click here to see Spot the Spray Tan video

For more ideas to improve the marketing of spray tanning in your salon, click here for FREE best practices guide, chapter named “Improve Spray Tan Marketing”.  If you’d like to discuss marketing ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa representative at 888-974-9977.

 

Single Session Spray Tan – Let’s Play ‘The Price is Right’

The game starts by deciding what your goal is for spray, over time.

Growth engine?

Cash cow?

Growth: Will your salon create immediate and sustained growth if it dramatically expands the number of people who spray tan every now and then, in order to convert some of them to an EFT spray memberships, over time?

Cow: Will your salon grow sales and profit both now and long term by maximizing the sales and profit on each sale? Based on experience, when you maximize sales and profit per each single session, do most tanners come back – soon? frequently? 3-4 times per year?

Growth or Cash Cow is a critical decision because few lines of businesses can be both.

So, decide, as it will help you determine the everyday price of a single spray session.

 

Should the price be the same as a EFT spray membership $49?

Seems to make for an easy sales pitch … Tan 1x for $49 or unlimited tanning for $49?

The value is obvious but most people do beauty treatments (hair cut, hair color, nails, brows, massage) every now and then, not weekly.


Should the price be linked to your actual ASP
(click: how to calculate average selling price of spray tan session)?

If the salon has an ASP of $14, then maybe the every day price for a single session should be priced 50% above that, or $21. Tip: Lots of salons have a spray ASP in $9-$18 range.

$21 may seem low, especially if the salon advertises a price of $49 (or whatever).

But, $21 is 50% more than you are making now.

If EFT member is paying $49 now for unlimited tanning, would they cancel membership because they can tan anytime for $21?

If you think so, then maybe the every day price is $25.

 

How would you feel if your spray sessions increased 20% or more and you raised your ASP by 50%? Over 1,000 salons – like yours – grew spray sessions by 28% or more over the last 12 months.

Of course, getting the price right is no game — not to you, and not to your current or future customers.

If you’d like help to properly calculate ASP in order to set an every day price for single sessions that will drive a sales and profit increase – connect with your VersaSpa  representative at 888-974-9977.

O.D.O.o.O.D.B.

So, are you, your spray tan business, your staff …

One.
Day.
Older.
or.
One.
Day.
Better.

One day?
One year?
One quarter?
One season?

If yes, Bravo!
If yes, or no – what are you going to do to change things for the better?

As the saying goes … Hope and Lucky are indeed strategies, but there just not reliable nor predictable.

Time to make your own luck by following the lessons of salon owners who are breaking the mold and driving 20+% gains in their spray tan sessions in just one year. That’s right, last year over 1,000 salons grew their spray tan sessions by 28% or more.

Sunless, Inc. worked with those salon owners to identify and document their winning practices, which are available to you for FREE – Winning in Spray Tanning

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

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 actual ASP.

It is critically important the salon owner knows the actual ASP in order to set a price that will drive more spray sessions.

How is ASP calculated?

Calculate: Total revenue/sales from all spray tan sessions ‘$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 allocate a portion of the UV EFT membership sales into spray revenue.
Therefore, the value of the spray business to the salon is under-stated, therefore, the average selling price will also be understated.
In short, the spray business is contributing more than you might think.

Most importantly, knowing the ASP for spray will help you decide what the ideal price for a single spray session (click here to learn why and how) and that is critically important to gain new customers and grow spray tan sessions.

If you’d like to properly calculate ASP and discuss ideas to build a bigger and more profitable spray tan business – connect with your VersaSpa 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