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.
Issue link: https://smarttan.epubxp.com/i/242935
CONSULTANT'S CORNER There's Gold In The Old Most people have very short memories about almost everything. Many salon owners also suffer from this as well. They either forget or they lack the motivation to seek out and discover what was successful in the past. Here's how this relates to your marketing. One of my favorite places for research and inspiration is old magazine ads. Before the internet and even pre-dating TV and radio, magazine ads I don't believe there are really any original ideas left when it comes to marketing. Sure, the different media you use have and will continue to change. But when it comes to the messages, headlines and offers, there isn't anything new under the sun. were effectively selling products and services over 150 years ago. It's crazy when a salon owner throws together an ad, a radio commercial or Some of the true masters of any type of marketing piece that has a deadline in twenty minutes while they selling in print are David are sipping their morning coffee. Ogilvy, John Caples, Eugene Schwartz, Claude Hopkins, Joe Your marketing dollars are very precious and you always want to invest Sugarman and Gary Halbert. If them wisely, carefully and feel reasonably comfortable that you will be those names mean nothing to getting them all back, and then some. Effectively marketing your salon is the you, you have not done your highest paying job you have. Nothing you do has the potential to bring you homework yet. more money than cost-effective, efficient marketing. There is no reason for you to reSo throwing together an ad willy-nilly without some careful thought, invent the wheel and start from knowledge and proper research is foolish. Great examples are available scratch when there is so much of almost everywhere. Research what other successful salons are doing. But the work already done for you. don't just look at tanning salons. Any successful business can provide ideas There is a tremendous amount and inspiration that can easily be translated and used for your business. of information on the web and many great books from all of the authors mentioned above. 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 churningmachine, go to www.tanningsalonmarketing.com. Image courtesy of Advertising Ephemera Collection - Database #CK0029-01 Emergence of Advertising On-Line Project John W. Hartman Center for Sales, Advertising & Marketing History Duke University David M. Rubenstein Rare Book & Manuscript Library http://library.duke.edu/digitalcollections/media/jpg/eaa/med/CK0029-01.jpg 61 ❘ SMART TAN MAGAZINE ❘ SmartTan.com Last year, a salon owner invested in one of my marketing systems that contained as a bonus, at least a hundred of my most successful, tried and true marketing pieces. These were different print ads that have been split-tested and refined over the years to maximize the most profitable results possible. Amusingly, his complaint was, "Some of those ads were 3 or 4 years old!" Obviously he didn't get it. His thought process was, "How could a great ad from 2010 possibly be effective in 2014?" Do not fall into the trap that you have to be creative and original to be successful. Pioneers most often returned from the wilderness with arrows in their backs. Learn from and use the marketing gold that is already out there, just waiting to be discovered.
