Current Issue

It's Your Business

by Nikki Brand

With a salon on almost every corner in town, it becomes important to set your business apart; however, it isn’t just one simple step, but a combination of things that will put your salon heads above the rest.

“Consumers are bombarded with over 3,000 commercial messages per day, which range from the logo on their alarm clock to the tag on their shirt collar – until it all becomes noise,” said Gary Margul from Grip Marketing. “So people search for a clear signal that cuts through the confusion. That clear signal is called branding. Branding is the powerful use of trademarks, images and message in a proprietary emotional, rational, cultural, and visual way that consistently reminds consumers of your company or service.”

Design a logo that is unlike that of your competitors and use it on everything – your sign, your business cards, mailings and uniforms – your logo should be as synonymous with your business as the “golden arches” are with McDonalds. Choose a color scheme and use it in everything that represents the salon – even your décor. Gary advises against buying generic postcards in bulk and printing your info on the other side – get custom-designed cards that will look distinctly yours. Develop an advertising budget and advertise year-round to keep your name in everyone’s head.

Gary believes there are three main reasons why people like to tan indoors – it makes them look better, it’s convenient, and it provides relaxation and escapism. “Remember that you are not just a tanning salon, you are a beauty destination, where clients are interested in how they look,” said Frank Hutton, president of Complete Tanning Source (CTS). “Take advantage of being in the vanity business and offer your clients an experience.” Make their visit to the salon quick for their convenience. Because looks are important to them, make sure your salon looks great as well as everything that represents it, such as using sophisticated artwork on ads instead of something cheesy. Also, make sure your salon is a place where clients can relax – provide them with headphones to listen to the music they like, make sure kids aren’t overtaking the lobby, vent offensive smells – such as from nail services – away from the tanning rooms.

All employees should be well educated and friendly with clients. Gary points out that if you ask a client what they think of the weather, they will speak a couple of words, but if you make yourself a note to ask them how their vacation went, they will talk for 10 minutes. It’s personal touches like these that let clients know they aren’t just a number, but appreciated as a person.

Frank Hutton suggests updating equipment, changing sunlamps regularly, and offering several levels of tanning, but emphasizes that the importance of these should be taught to clients or it will mean little to them. Don’t rely solely on boasting of your new high-pressure sunbed because your neighbor could buy one just like it next month. And of course, keeping the salon clean and organized is a must.

Next time you visit your favorite store, restaurant, or other establishment, notice what makes you want to give them your business instead of their competitors – the atmosphere, the service, unique offerings? Keep these differences in mind, along with comments from your clients, and make the changes that will position your business for success.