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MEMBER OF THE MONTH Web Exclusive Visit www.smarttan.com/ coconuttan to read more about Shell's experiences expanding the business. we talk about what will and will not work, and every day we there are always new ideas floating around based on customer feedback," says Shell. "I engage with my employees and make them a part of my business – each and every one of them matters." Training is a top priority for her staff, which is responsible for educating the client not only about smart tanning, but also about making the right purchases for their needs and preferences. Shell tries to provide training that develops the raw skills her employees will use no matter where their future takes them. "Several of my employees have gone on to be nurses, dental hygienists and important professionals. The things they were taught here, they have used to move on in life. And I'm not scared to teach my girls the right way to do things because they might open their own salon next week. I want them to be successful now and later in life. For now, if you work in my salon, it's your job to know everything about this business." Depending on how involved the employee is with the company, they receive a different level of Smart Tan training. When they first start out, everyone goes through the UV Tanning Training. Full-time managers continue on to do the Ambassador Program. Similarly, staff members start off with basic spray training from Norvell and Shell 43 ❘ SMART TAN MAGAZINE ❘ SmartTan.com determines who needs to move on to more advanced training. She also takes her whole staff to two or three industry shows, including large conventions like the Smart Tan Downtown show in Nashville. "In today's society, young people need to be encouraged. The more we can build their self esteem at this age, you can help get their mind set on achieving," says Shell. "And if you want to last in this industry, you have to provide your staff with the tools to do their job so you can do yours." Her dedication to strengthening her business motivates her to hold such high standards for her employees. In addition to all the formal training they receive, each Coconut Tan team member receives a three-ring binder filled with information. For new staff members, it quickly dispels the myth that tanning is as simple as putting someone in a sunbed. Learning gets a lot easier when you know there's a pot of gold at the end of the rainbow. Hourly pay higher than the minimum wage and commission that kicks in after 90 days certainly motivate her team to do their best. Free tanning and plenty of hours make it a place that people truly enjoy working. WELL-ROUNDED MARKETING Of course, there's only so much that good service and knowledgeable consultants can do. Any good salon needs marketing, and Coconut Tan is no exception. Shell's effort to identify key demographics and effective media has paid off like any good investment should. Although their social media and website get a fair amount of traffic, Shell puts her money on postcard mailings whenever she gets the chance. "In my experience, the best money you can spend is on postcard mailings. If you know your clients, your demographics and their buying patterns, people really give good turnaround on postcards. It can be data overload, but for us it works well," says Shell. She also claims that targeted database mailings have worked for them in the past. Coconut Tan hosts several parties and events throughout the year, but their most popular have specials on packages. Instead of going the traditional route of free tan weekends, she focuses on selling packages and memberships to improve customer retention. "I think that people get lost in the free tan weekends; it hasn't been as successful to the point where it's worth all the marketing. You get people for a week and have to hope you've made enough of an impression that they continue with you," says Shell. The salon also advertises through participation in local events. In addition to donating to most any cause their customers request, they host a Relay for Life party in the spring and a canned food drive for The Red Cross. Little extras like their Hump Day specials, discounts for military, firemen and EMS and monthly newspaper ads round out their marketing efforts to keep them fresh in the minds of their neighbors. WINKING AT THE FUTURE With such a strong foundation, it only makes sense that Coconut Tan will continue to succeed in the future. Her passion is just as strong as ever, which is likely to propel her even further than her original five-store goal: "I know my story is a little off the wall, how it all comes full circle," says Shell. "Originally, I knew I was going to have five tanning salons someday. And we just opened our fourth; I'm already scouting for our fifth location. I'm excited to see how it pans out. When people ask me if I'll really stop at five salons, I just smile and say, 'Who knows?'" To learn more, visit www.coconuttanspa.com. 5 Reasons to Try Text Message Marketing It's elective: Your customers sign up for it because they want it! Moderate your frequency, but know that your text customers opted in because they like your brand enough to keep it front of mind. It creates urgency: It's an awesome medium for 1-day-only deals. Texts are designed to tell you about what's going on this very minute. It's popular: Most people have smart phones, and a new text is impossible to ignore. Reach your customers through a medium they use every day. It's interactive: If you setup toll-free reply options, you open the door for interesting campaigns that open the line of communication. It's affordable: Whether you want to purchase a bulk package or pay as you go, texts provide an affordable way to reach consumers immediately, wherever they are.