smart Tan Magazine is the leading source of information for indoor tanning salons, covering everything from the newest tanning technology, Vitamin D and the lastes tanning lotions to detailed ways to improve your salon's success.
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That doesn't just mean throwing a haphazard update on Facebook or scoping out your competitors. Since tanning is so plugged into beauty and fashion, these breaks can be a great time to discover buzz-worthy topics your clients are already talking about. How do the latest fashion trends complement a tan? What hot celebrity is faunting their bronze color? Instead of reinventing the wheel, get plugged-in to the Web! But unlike many of their functions, the ability to It's also important to stay in tune with how these online marketing effectively market a tanning business is a skill that puts everything tools work. With constant improvements to platforms and tools, on the line. In order to succeed in a market full of customers who developers are constantly fnding ways to give you more useful are bombarded with advertising and information, salon owners information in a user-friendly way. If you're not up to date, you have to become smarter than ever. There's no room for error, so could be making your job harder than it needs to be. whether you hire outside help or do it yourself, you have to know what works and what doesn't. "We see businesses that keep doing the same thing over and over again, and they are not growing," says Bender. "If you spend The biggest hurdles for many entrepreneurs are time, practical more time working 'in' your business than 'on' it, the gains will be knowledge, and constant training in the ever-evolving strategy of short sighted. If you're left in the dark on something like Facebook, Web marketing. But becoming profcient in the latest and most the algorithms work against you, meaning your followers will see effective forms of marketing doesn't have to be rocket science. It's you less and less." all about fnding the right tools to help you advance. Successful salons are constantly adapting to how media evolves Find new customers everywhere. Make your long lost custom- and how customers shop. A confdent Web presence is more than ers become regulars again. Boost sales and participation. Raise a website and Facebook Page, it is a streamlined combination awareness about what you have to offer. Build a community. It's of e-mail, targeted advertisements, and community-building conall possible with the power of good marketing. versations. New platforms like Pinterest, Instagram, and Vine are creating new, meaningful ways to connect with customers. Time Crunch "We are forced to change because of outside infuences," says Rich Kizer of Kizer & Bender. "We see customers take pictures of Why do so many salon owners have a hard time with social items they want in a store, buy it on Amazon and brag to other media and marketing? The answer is in the question: time. Many customers about how much money they saved. Our mission is to owner-operators feel that their efforts will account for too much help retailers drive a new mental attitude." of their already precious time. Overwhelmed and underprepared, it's easy to put marketing on the back burner or simply talk about specials. Finding the Right Resources The good news is that gaining control is a game of inches. Consistent small efforts can pay off with big rewards if salon owners take the time to stay current and thoughtful. Georganne Bender, retail consultant and half of the Kizer & Bender duo, suggests that salon owners should build their Web marketing time into breaks they are already taking. "During your coffee in the morning and soda in afternoon, take a look at everything that's happening online instead of doing nothing." WHY NASHVILLE? After decades of thriving on old-school marketing tactics like newspapers and radio, many businesses are lagging behind as new technology has completely changed marketing and sales. Finding the right channels of education on these new forms of marketing can lead you down a winning path. The frst step is knowing yourself. Your options range from timeintensive and free to effortless and expensive, so it's important to know what kind of education fts your demands. If you don't I've already registered for the Marketing Madness class on Friday. I love Kizer & Bender! I sit through their classes every year and I'm still implementing ideas that I learned years ago. It's important to learn something new to make my business successful. - Teresa Ledford-Burnette, Le' Tan Tanning Salon SmartTan.com ❘ SMART TAN MAGAZINE 42 the wide world of web marketing Ashley lAAbs Editor, Smart tan magazinE On any given day, it wouldn't be surprising to see a salon owner fulfll the role of bed cleaner, maintenance crew, salesperson, peacekeeper, and marketing manager. Especially in smaller owner-operated businesses, business owners spend a lot of their time and energy performing tasks outside of their personal strengths.