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smart marketing ars rE You to sic Mu A lesson in royalties and revenue Do you play music in your salon? You should! Music has a big effect on your customers and sales, even your staff. It's not just music, it's audio architecture – a soundtrack for your salon. According to Muzak, the music you choose has the power to increase sales and employee productivity, help you attract the right customers, impact their dwell time, create a competitive advantage, differentiate your brand, and build loyalty. WHO KNEW? This we know: Disco is the sound of money – the beat tends to keep customers in stores shopping longer; we know that younger generations prefer music with words over instrumentals; and we know that the music played in stores like Abercrombie & Fitch makes our ears bleed, but that's probably okay because we're not their core customer. Reaching your core customer is why you need to create the audio architecture that's right for your salon. CDs for a fee at online sites like www.neosounds.com or www. musicbakery.com. This can get pricey if you make a lot of CDs, and you might also get sick and tired of hearing the same tunes over and over. Perhaps your best bet is a music service, like SiriusXM for business (siriusxm.com/siriusxmforbusiness). Fees start at just $29.95 per month with no multi-year commitment. You have a wide variety of stations to choose from, and the fexibility to stop the service without penalty, plus, all royalty fees to ASCAP, BMI and SESAC are covered. The music you play in your salon should be designed to keep customers engaged and entertained, and your associates on their toes. Best of all, it should be a worry-free experience for you! Visit www.ascap.com for more information. HERE'S WHAT ELSE WE KNOW: According to a representative from the American Society of Composers, Authors and Publishers, you can play music via the radio or Pandora, Spotify, Sirius/XM, CDs, records, MP3s, or your iPod in your salon without paying royalties under certain conditions. If your salon is 2,000 square feet or smaller, you can play music royalty-free as long as you only use one speaker to amplify the sound and you don't charge admission to enter your business. Now, if your salon is larger than 2,000 square feet, or if you amplify the sound using more than one speaker, you must purchase a license from ASACP, Broadcast Music Inc. (BMI), and Society of European Stage Authors and Composers (SESCA). You must also pay royalties if you have live entertainment in your salon or if you play karaoke. Joining is relatively inexpensive; breaking the rules is not: Fines can range from $750 to $750,000! So what's a salon owner to do? Well, you can make royalty-free 125 SMART TAN MAGAZINE ❘ SmartTan.com Rich Kizer & Georganne Bender are nationally recognized experts on customer service, customer retention strategies, "messing with the media" and everything retail. Recently, they made Meetings & Conventions Magazine's list of Meeting Planners Best Keynote Speakers! They are featured speakers at this year's Smart Tan Downtown Conference. Contact them by e-mail at Info@ KizerAndBender.com.