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consultant's corner DEMYSTIFY YOUR AD PLACEMENT Knowing the who and where behind your marketing strategy Imagine you just created the best offer in the world that you knew would make you lots of money. Well, the best offer in the world does you no good at all if no one sees it. Think of a giant billboard with a great offer sitting in the basement of your house. Good media, great offer, but since only you, your family and the dog will see it, the bad placement overshadows everything else. It's really hard to market to customers when you don't know who they are and where they live. Many salons do a pretty good job getting most of their customers' contact information on their frst visit. However, I'm still amazed, by just how many salons don't do this at all or thoroughly enough. Most of your customers will have preferences for how they choose to receive your marketing messages. Just because social media may be your preference for receiving information doesn't mean your customers will choose that same media. Some respond better to direct mail, others to radio, newspaper, email, etc. This is one of the main reasons that you should always choose multiple forms of media to deliver your message effectively and effciently. Choosing only one platform or the cheapest option are two methods that typically yield the lowest response, and therefore yield the lowest amount of proft. The point is that you won't be able to market to your customers productively if you don't collect all of their contact information and preferences. As basic as this sounds, many factors contribute to Get more great tips from Grant Miller at Smart Tan Downtown on Nov. 8-10! incomplete data. Sometimes it happens because of poor staff training, lack of compliance or just a broken system that needs to be fxed. Regardless of the cause, it's a problem that you can fx today. Recently I was having lunch at a restaurant called Firebirds. It is a nice restaurant with great decor, very good food and excellent service. At the end of the meal, the server gave all four of us a correspondence card. She asked us to fll it out so we could be notifed of specials, enjoy birthday gifts, and receive a free gift upon joining. We all complied, and from what I could see, every other table was doing the same thing. It was a smart, simple tactic that I'm sure has been highly effective and proftable. Create a form for your salon (see above photo). When you create your customized form, make sure the headline and offers stand out to motivate customers. Write a simple little script that employees must say to every guest and then follow up on compliance. I would even offer the employee $1 for each form that gets completely flled out and turned in. If you understand the lifetime value of each client, you know that their full contact information is well worth a buck. This is so easy to implement. If you aren't already doing this or something similar, I guarantee it's costing you bags of money every year. Grant Miller is the owner of Sun Your Buns in Erie, Pa. and is a salon marketing expert, consultant, speaker and author. For a free report on how to turn your tanning salon into a cash churning-machine, go to www.tanningsalonmarketing.com. 67 SMART TAN MAGAZINE ❘ SmartTan.com