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Issue link: https://smarttan.epubxp.com/i/138968
"We put the spotlight on different services and retail items that our customers want. Some of the services are performed in our salon, some we refer to the person directly. It worked out well because a lot of my friends ended up doing a lot of these services. If I can help brand them and they can brand me, it costs us nothing and brings in business for everyone," says Brad. Been There, Done That upgraded their software to take care of everything electronically and it made all the difference. In the last six months, they have signed up about 200 clients on the new program. When it comes to marketing, Pacifc Tanning has done it all. Brad and the team have done their best to explore all avenues and know frsthand what forms of media would work best for the salon. "It's easier to manage those clients after the sale," says Brad. "Billing is a lot clearer, and the client can be notifed when they have been billed. The customers feel very comfortable with that." At frst radio was their staple form of marketing. But with the rise of smartphones and internet radio, their client base is segmented and a lot of those potential listeners are using other devices during their commute. Local stations are still important for the salon to broadcast major sales and new equipment. Members also enjoy a free transferrable tan in any bed each month. This encourages clients to try equipment above their level of membership or helps encourage referrals if they give the tan to a friend. Once a year, the salon uses direct mail to reach new customers. They used to target their new customers with a mailer, but now SmartTan.com ❘ SMART TAN MAGAZINE 30 member of the month In addition to red light therapy, Pacifc Tanning also offers a full teeth whitening service, custom airbrush tanning, eyelash extensions, hair extensions and a variety of retail products including swimwear, beach towels, hats and candles. Instead of simply choosing a distributor or searching for random service providers, Brad has leveraged his relationships with others to build a co-branding effort.