THE BIG PICTURE
PICTURE BIG Successful marketing through a complete plan ASHLEY LAABS
EDITOR, SMART TAN MAGAZINE
Think about your market- ing. You probably have a Facebook, a website, coupons in a mailer, radio ads. There's prob- ably an endless list of things you're doing to pump up your sales. But a post here and a blast
there isn't all there is to good marketing. Today's consumer is more evolved than
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ever. They are thirsty for information, devouring record amounts during the pur- chasing process. For businesses, it means that branding and marketing needs to be stronger than ever.
For the average indoor tanning salon owner, marketing feels like a hamster wheel: It's hard to get anywhere no matter what your pace. But the secret to gaining ground in these competitive times isn't tak- ing a one-thing-at-a-time approach. Just as
the market has favored salons with profes- sional standards, it smiles on those with a plan for their marketing.
Part of the evolving landscape of our industry requires looking at our image on a more holistic level. Don't let the granola lingo fool you – the long-term effects of good marketing don't happen by accident. Many salons are missing the opportunity to distill their brand into a flavor their custom- ers can experience over and over again.
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