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are also the type to enjoy services like manicures, massages and pampering treatments. As you try to understand your demographic, it���s essential to look outside your tanners to ���nd populations that remain untapped by your current efforts. However, most indoor tanning establishments have already put sunless on the menu ��� so why isn���t everyone seeing the same awesome numbers? And why are there still salons that don���t offer ���There is a large demographic who has never walked through the sunless? The answer has very little to do with the service itself. doors because of the negative stigma attached to tanning,��� says Cardinal. ���It���s time to bring in those people and show them that The real culprit is fear. Owners worry about the cost or that they there is another way to spend money with us.��� will lose UV customers to sunless and see a revenue exchange instead of additional pro���ts. Fortunately, these concerns are not Marketing Methods re���ected in statistics. Too many tanning businesses save their advertising dollars for UV According to a survey conducted by Norvell, 60 percent of salon tanning. Verbally mentioning that you have sunless without any clients are using sunless, and 40 percent of those clients had never signage or noti���cation won���t get the message across to a new been in their store before. This means that sunless tanning isn���t crowd. Get the ball rolling with separate marketing that promotes just a way to improve sales with your existing client base, it���s an whatever sunless services you offer. opportunity to expand the market into fresh territory. The best way to obtain the attention of a new demographic is The key to making sunless a star in your business is a sustained to approach tanning in a new way. Test different methods of effort in marketing, promotions, conversion and loyalty. A little reaching out, starting with media that you know is successful for know-how and a lot of passion in these areas will help your invest- your area. Build relationships with local spas, hair salons and ment pay off in no time. nail salons to ���nd out what has worked for them. Learn from businesses with a similar demographic to narrow down the most Set a Target effective way to reach your audience. Knowing who the ideal client is will guide you through the entire process of promoting your sunless business. One of the best things about adding this service to your menu is that there are less restrictions ��� sunless appeals to a huge audience. People who already tan will love it, of course, but now you can attract Skin Type 1 clients, people of all ages, and those who like instant results. According to Brandon Cardinal, vice president of sales and marketing at Norvell, you can expect to see a clientele that is largely female ��� about 85 percent. Your current customers can also be a gateway to referrals. Put up banners inside and outside of the salon to let visitors know that there���s more than UV tanning available. Placing information in every service room serves as a constant reminder that sunless can complement their UV session. And don���t be afraid to shoot for conversions from both sides of the business. Since 40 percent of sunless clients are new to the business, remind them that your salon is a professional, controlled environment where they can try tanning in all of its forms. But handheld spray tans and automated booths enjoy different ���We encourage our salons to use something called a cocktail bed followings. For salons with custom airbrushing, expect a high-end sign. This graphic is a simple sign that tells clients they should crowd with particular tastes. The personal nature of the service consider using that sunbed in conjunction with sunless,��� says suits clients with special needs: body builders, entertainers, pag- Kim Carrasco, vice president of customer service at Sunless Inc. eant contestants and brides. Meanwhile, a spray booth offers ���Sometimes we miss the opportunity to promote all of our services privacy and affordability that attract a younger crowd and the in all of our rooms. We have to think out of the box to grow our budget-minded. With either option, you will see that sunless clients revenue per visit.��� ���We have seen proven success when salons actually demonstrate what the product is. The customer can connect with what they will experience. They want to see familiar products and a serene environment dedicated to sunless,��� says Kim Carrasco, vice president of customer service at Sunless Inc. SmartTan.com ��� SMART TAN MAGAZINE 74 unleashing your sunless business In successful salons across the country, the tanning industry has seen sunless revenues climb to unprecedented heights. On average, these businesses see 20-30 percent of their pro���ts come from this service when properly implemented.