By Alyssa Hilliard, Sunless Inc.
Research shows that there is a reluctance to spray tanning because of the urban legends we’ve all heard of: “I don’t want to turn orange,” “I’m afraid I’ll turn into Ross!” What if I’m all streaky?” It’s something we’re all aware of, but how to we overcome it.
Successful salons are creating “talking billboards,” an easy, non-expensive way that has been proven to work. So, what are they? A talking billboard is someone who promotes their beauty secret, such as a spray tan, and where they got it from.
In-Salon Talking Billboards
Your staff is in the salon and ready to promote the salon’s services. Staff members are the perfect influencer for your customers. Customers trust the staff and ask for their advice all the time. However, staffers are not always routinely spray tanning, which leads customers to doubt their spray tanning advice.
To solve this problem, charge your staff a mere $2 per spray session, so they can confidently answer questions such as: “Wow, your tan is amazing. What did you do?” “You spray tan? But it looks so natural, not orange or streaky.” “I’m afraid to spray tan. Will I turn into Ross from Friends?”
Salons that allow or require staffers to spray tan at least once a week routinely generate sales increases above the industry norm. As an added bonus, the staff is able to promote their “double dipping” regimen to sunbed tanners and increase revenue to customers already in the salon.
Local Talking Billboards
Who are your town’s biggest influencers? Radio personalities? College students? Cheerleaders? Local bloggers? There are many members of your community to choose from. All of these groups socialize and talk to their friends about their beauty secrets. So, offer them an initial $2 spray session to try out and watch as they spread the word about your salon’s excellent spray tan.
For example, a salon in Atlanta had a spray tan party and invited two popular radio DJs, whom they gave a spray tan deal to. They later talked about their experience on the radio and even shared pictures of their tans on social media with their thousands of fans. This effectively spread positive feedback about the salon’s spray tanning.
Become Your Own “$2 Buck Chuck”
Almost everyone is aware of the success grocery store Trader Joe’s has had with their Charles Shaw brand of wines, famously known as “Two Buck Chuck.” You can follow that proven model and apply it to your salon. Invite a few high profile influencers to tan for $2 at your salon and have them spread the word. The $2 spray tan will bring customers in and it’s your job to make them into faithful spray tanners.
For $2 per spray session, you can spread the word that spray tanning is beautiful, while generating new sales and profits.