Advertising during tanning season is tricky business. It’s the best time to reach new tanners and drive more sales, but you also don’t want to spend too much or discount when so many people are already coming in anyway. So, when you do pay for advertising during busy season, it needs to really pay off.
Especially this time of year, you don’t want to waste time and money on brand advertising simply to generate awareness. You want to get straight to the point with compelling ads and offers that lead directly to new customers and more revenue. The key is understanding the difference between an “offer” and a “discount.” By strategically targeting your efforts to elicit the right types of purchases and displaying value rather than slashing prices, you can minimize cost and maximize return.
As normalcy returning at varying rates for different areas and specific businesses, we’re hearing some salons are doing better than ever, and some are still a long way from normal. Whether you need to maintain momentum or regain it, a well-conceived advertising approach during tanning season can make a more significant impact in the short- and long-term.
We’re frequently reminding you that online advertising platforms like Facebook, Instagram and Google have opened new doors for small businesses, allowing them to target and reach the right customers effectively and efficiently. Whether the start of your busy season has been better, worse, or about the same as usual, you can undoubtedly benefit from a strategic online advertising approach that focuses on driving purchases. Then, you can, and should, always supplement with virtually free social media and other online communications that increase engagement and support your brand identity.