Conference Schedule

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Friday, November 13

10:00 a.m. - 5:00 p.m.
Digital Marketing Academy
Rich Kizer & Georganne Bender
Just $99
Friday, November 13
10:00 a.m. - 5:00 p.m.
Digital Marketing Academy
Rich Kizer & Georganne Bender

Digital marketing matters more than ever, but it is also becoming more confusing. That's why Smart Tan is bringing back Kizer & Bender for a full-day, pre-conference event focused on digital marketing and how you can make it work for your business. Rich and Georganne have several years of experience with indoor tanning businesses, and in this all-day session they will take you through each of the steps necessary to build a digital marketing strategy that gets results and increases revenue.

You'll learn:

  • Retail trends that will change how you do business now and in the future
  • How to position your tanning salon to create top-of-mind awareness
  • What your website needs to attract and engage customers
  • The basics of SEO you need to keep your tanning salon visible
  • How to effectively use Google AdWords
  • How to create email campaigns that get results
  • How to use content marketing to grow sales
  • What you need to know to break through Facebook's latest algorithm
  • How to use all of Facebook's latest features
  • How to utilize Facebook, Twitter, Instagram and Pinterest based on which customers use them
  • How to use Instagram and Pinterest to connect with customers
10:00 a.m. - 3:00 p.m.
Smart Tan's UV Tanning Certification
Joe Levy
Just $49
Friday, November 13
10:00 a.m. - 3:00 p.m.
Smart Tan's UV Tanning Certification
Joe Levy

There's a reason more salons turn to Smart Tan for their basic technical certification than any other source – it's the best in the industry. Our UV Tanning Certification has a strong focus on the interaction between employees and customers. We go beyond the old knowledge-based training you might be used to and focus on key learning objectives that your employees will utilize in real-life salon interactions.

By completing Smart Tan's UV Tanning Certification, your employees will be equipped with valuable skills such as:

  • How to describe tanning to your clients
  • How to teach sunburn prevention to your clients
  • How to identify and use skin types in the salon
  • How to correctly assign exposure times in the salon
  • How to execute salon sanitation practices
  • Knowing what can and cannot be said about UV
  • How to execute routine and preventative basic maintenance
7:00 - 9:00 p.m.
Smart Tan's Kickoff Welcome Reception
Friday, November 13
7:00 - 9:00 p.m.
Smart Tan's Kickoff Welcome Reception

Welcome to Nashville! Help us kick off our 20th annual convention at the Bridge Bar of the Renaissance Hotel. Grab a drink, enjoy the music and enter to win one of the many great prizes we're giving away. This opening mixer is a great way to meet up with the industry and kickoff an event-filled weekend! You can even speak with a member of the Smart Tan staff and let us help you map out your weekend! Cheers!

Saturday, November 14

8:00 - 9:50 a.m. Opening Session
KEYNOTE PRESENTATION – LISA RINNA
Saturday, November 14
8:00 - 9:00 a.m.
Opening Session Keynote Presentation
Lisa Rinna

With an extensive résumé of acting, modeling and reality television, Lisa Rinna is no stranger to the spotlight. Although she is most recognized for her role on "Days of Our Lives," Lisa has also appeared in several other television shows, such as "Veronica Mars" and "Melrose Place." Her reality TV credentials include "Dancing with the Stars," "Celebrity Apprentice," and "The Real Housewives of Beverly Hills."

However, the reason we're bringing Lisa Rinna to kick off the 20th annual Smart Tan Conference is her business sense. After owning and managing a trend-setting clothing boutique in California, Lisa took her causal and chic collection to home-shopping giant QVC. Lisa understands the hardships that face small businesses, especially the struggles that come with balancing family life with business ownership. Find out how she overcame these obstacles and continues to run a successful business she loves while remaining an active actress and celebrity personality.

Foundation ProgramMatt Russell & Joe Levy
Breakout Sessions
Marketing Track
10:00 - 10:50 a.m.
Optimize Your Sales Floor
Rich Kizer & Georganne Bender
Saturday, November 14
10:00 - 10:50 a.m.
Optimize Your Sales Floor
Rich Kizer & Georganne Bender

The face of retail is changing, almost faster than we can comprehend. Technologies that look like they belong on a movie screen are already being used in stores worldwide. Your customers are changing as well: They want what they want, when they want it, the way that they want it. The future of retail is here. The big question is, are you ready?

In this session, you'll learn:

  • How to identify your salon's moments of truth – the areas that can number 25+ during a typical visit to your tanning salon
  • How to utilize enablers – the things that make your customers feel welcome, make their decisions easy and make their experience memorable
  • How to eliminate inhibitors – empty displays, products customers are hesitant to touch, areas of the salon that cause frustration and stop the shopping experience
  • How to identify and work your salon's impression points – the important first impression interactions that stick with customers long after their visit to your salon
11:00 - 11:50 a.m.
Stretch Your Advertising Dollars
Rich Kizer & Georganne Bender
Saturday, November 14
11:00 - 11:50 a.m.
Stretch Your Advertising Dollars
Rich Kizer & Georganne Bender

When it comes to advertising, is there still life beyond what you do on your website, social media and email blasts? Does traditional advertising still work? Yes! Find out how to make your choice of advertising media work harder, learn how to maximize your advertising dollars, and stretch the effectiveness of every ad you run.

In this session, you'll learn:

  • How to create newspaper ads that customers can't miss, how to get the best rates, the best way to write headlines and copy, and more
  • How to make radio work for you, including how you can be sure your ads are heard, how to make the radio station's sales representative your partner, how to buy more air time for less money, and how to get your spots aired when you want them to air
  • The inside secrets to television ads including how to buy time, how to get the best air time, where to go to get network ads at cable rates and who to work with
  • How to create a direct mail program, the best ways to use it and mistakes to avoid
  • How to harness the power of public relations to increase your credibility, plus how to write a press release
Business Track
10:00 - 10:50 a.m.
Redefining Success in Tanning
Matt Russell & Scott Nichols
Saturday, November 14
10:00 - 10:50 a.m.
Redefining Success in Tanning
Matt Russell & Scott Nichols

The key to a successful tanning salon business is to have a healthy bottom line. Period. And there are more ways to increasing profitability than simply increasing your salon traffic. Even if you have a great store, great equipment, a great membership program and a great sales team we're confident this session will improve your sales and your bottom line.

Smart Tan CEO Matt Russell and UV Utilities CEO Scott Nichols will walk you step-by-step through this cutting edge sales program showing you how you can increase your sales and profitability. The session will analyze a real-life, multi-store salon that followed this program in 2015 which resulted in a double-digit increase in sales compared to 2014.

In this session, you'll learn:

  • How to measure and move your sales numbers aggressively
  • How to increase your membership numbers
  • How to increase your lotion and counter sales
  • How to incentivize your employees in the right places
11:00 - 11:50 a.m.
Maximizing Profits With Spray Tanning
Panel Discussion
Saturday, November 14
11:00 - 11:50 a.m.
Maximizing Profits With Spray Tanning
Panel Discussion

Spray tanning can be more than just a complementary service that you offer in your salon. If done right, it can be a profit-generating powerhouse. Join us for this panel discussion as we look at ways to increase spray tanning sales, implementing a spray membership, utilizing spray tan upsells and other ways to milk pure profit from your spray tanning services.

In this session, you'll learn:

  • How to increase spray tan sales
  • How to implement a successful spray tan membership
  • How to utilize spray tan upsells
UV Track
10:00 - 10:50 a.m.
An Enlightening Perspective on the Future of UV
Dr. Michael Holick, PhD, MD
Saturday, November 14
10:00 - 10:50 a.m.
An Enlightening Perspective on the Future of UV
Dr. Michael Holick, PhD, MD

Even though indoor tanning is a cosmetic service, it's important to know and understand the most recent science when it comes to ultraviolet light. Join us for the most energetic talk about UV science you'll attend this year. Sunlight and vitamin D pioneer Dr. Michael F. Holick, PhD MD is perhaps the world's leading UV/vitamin D researcher, with more than 750 peer-reviewed papers to his credit, as well as numerous scientific awards and honors in a 40+ year academic career. Holick will present the newest research on UV light, what he believes to be the future of UV science, and more in a multimedia presentation.

11:00 - 11:50 a.m.
UV Science and Your Salon
Matt Russell, Joe Levy and Mat Rockey
Saturday, November 14
11:00 - 11:50 a.m.
UV Science and Your Salon
Matt Russell, Joe Levy and Mat Rockey

There are often questions about what UV science means for salons. Does it affect the cosmetic services that you offer? How do you respond when customers ask about an article they read? Can you promote positive research to your customers? What can and can't you say about UV light as a salon that sells UV tanning sessions? Join Smart Tan's Matt Russell and Joe Levy, along with Fabutan CEO Mat Rockey, for a candid discussion on these topics and more as they dig into the ever-changing scientific and political landscape of UV light.

12:00 - 6:00 p.m. Trade Show Floor Open
5:00 - 6:00 p.m. Joint Canadian Tanning Association Annual Meeting

Sunday, November 15

9:00 - 10:00 a.m.
The Tanning Industry
Takes Action!

Matt Russell & Joe Levy
Sunday, November 15
9:00 - 10:00 a.m.
The Tanning Industry Takes Action!
Matt Russell & Joe Levy

Our industry as been under attack by a myriad of anti-tanning groups for many years and finally something is being done about it. The CDC and other government groups are taking anti-tanning positions that are not supported by solid science, and now they too are being challenged. You'll also hear about the salons facing legal uncertainty with challenges coming from their state's Attorney General.

In this session, we'll give an overview of the steps we are taking as an industry when it comes to these different issues. Salons will also learn what you can do to protect your business from potential legal issues. This is a session salon owners won't want to miss: Get your questions answered by the very people fighting these battles.

10:00 a.m. - 1:00 p.m.
Trade Show Floor Open
*Power Hours*
Sunday, November 15
10:00 a.m. - 1:00 p.m.
Trade Show Floor Open – Power Hours

Throughout the Sunday Power Hours on the trade show floor, our sponsors are giving away prizes, leading up to the very popular Wheel of Smart Tan giveaway! You must be present to win!

1:00 - 1:30 p.m.
Wheel of Smart Tan
Sunday, November 15
1:00 - 1:30 p.m.
Wheel of Smart Tan

Smart Tan's 20th annual convention ends with a big celebration and giveaway as we play our own fast-paced game show, giving away thousands of dollars worth of prizes from our sponsors. Attendees will win tanning beds, lotion and product packages, and much more. Don't miss this high-energy wrap up to the world's largest indoor tanning trade show and conference!