We all know that business is great in the spring and summer. Around March it starts slowing down. May, June and July? Forget about it! While a healthy tan undoubtedly looks great in the summer, when the winter rolls around people just don’t want that “fresh off the beach” look because it does not look natural. They don’t want to walk into work and have their coworkers wink and say, “hey, nice fake tan you got there.” Nobody wants that—the purpose of a fake tan is that it looks natural.
With the days getting shorter, many people start to lose their Go Brown glow. This doesn’t mean your spray tanning business should hibernate until warmer months return. There is really no reason for your business to slow down in the winter, if anything it should increase. In fact, winter is an excellent opportunity to grow your client base, boost revenue, and set yourself up for an even stronger busy season ahead.
A wonderful way to break up the monotony of the dreary winter months is for your clients to come to you or even better, you go to them. So how do you get people thinking about your business, how do you get them to treat themselves to a spray tan in Winter? When put that way, it shouldn’t be so hard should it?
Here’s are some ideas that you can implement to get people thinking about coming to tan with you.
1.Christmas in July — different special each day for a week.
This is a good technique for getting different groups of people in. Obviously your customers are not going to come to each special you are running, but certainly there will be something that appeals to them. For those with salons, maybe you offer a massage and a spray tan, a facial and a spray tan, a hair styling and a spray tan, or maybe it’s as simple as a free warm drink when they come in. Anything that gets their attention will work.
2. Spend RXX in the Winter months and receive Y
For example: get a spray tan and sign up for a second spray tan, then receive a voucher to get a tan in Summer for FREE or DISCOUNTED. This could be something that your client either keeps or could use as a great gift to a neighbor, family member, friend, boss, etc. In addition to rewarding a loyal customer, it also gives you the potential to gain a completely new client!
3. Winter Contracts and memberships
Create a discounted contract specifically for the months March to July. Call it the Rainy Day – Special or something catchy, and promise a beautiful subtle tan and a product. Contracts are great because it means that: 1. A person is compelled to come in more often (thus strengthening your relationship) 2. If they are willing to sign a contract then they are most likely going to continue signing up with you.
You could also offer Prepaid memberships at discounted prices: buy 4 months and get 2 free or 20 tans get 5 tans free. These are the same idea as the contract. Sure you may be selling them a service at a discounted price, but you are still making more money than if you didn’t sell it at all.
4.Offer a lower price
REALLY work to make this in your favor. For example – rather than offering your clients a discount on a single tan or single product offer them a lower price on a bulk purchase, a one time payment. This idea works because if you take 25% of R400 (cost of a spray tan) it only comes out to R100 savings, but 25% off of 5 Tans your client will be saving R500. And that’s what you have to sell them on.
The more they buy, the more they save. Sell them on the value of savings, not the percentage off. You want them to think about how much money they could be saving if they purchased more—it looks bigger the more things they buy, and makes you seem even more generous without even doing anything extra.
5. Add value rather than lower prices
If offering a lower price does not work for you, then try this. For example – instead of 30% off their spray tan, offer a client a deal like: Buy one spray tan (paying full price) and get the second tan 25% off. Not only does it get them to book a second spray tan, but it is just a 25% discount even though it sounds like a better deal than 30% off.
6. Sell the product itself
“Even out your skin tone, get rid of your blemishes, and look healthier and more confident today.”
With skin easily breaking out and looking uneven, a subtle spray tan should be at the top of everyone’s wish list.
If the spray tans are slow, it is because your clients do not know that you offer winter shades as a tanning option.
You have to let them know that you offer these great services and products, you can’t just stand around and wait for them to find out by them selves
7. Make sure your studio looks nice
Appearance can greatly affect how a customer feels about your business. Decorate, clean or make repairs before they become a problem—be proactive, not reactive.
8. Food drives, clothing drives, toy drives
Offer a discount or a free service with their purchase for anyone who brings in an item or two that you can donate to a charity. Not only will this get people in your door, but it will also generate a sense of community, give them a good feeling about themselves and your business, and give them a great memory of your salon, spa, or mobile business.
9. Start your own winter campaign
Try a limited winter campaign where by you give an introductory offer to the first 10 clients who sign up with a contract or reward referrals of first-time customers. One of the best things you could do to generate awareness is to tell your clients that they can get a discount if they share your business’s Facebook page onto their own page. This will not only spread your business, but it will also encourage those who share to come in to receive their reward.
The bottom line
LET’S MAKE WINTER YOUR GROWTH SEASON
Winter doesn’t have to mean a slow time for your spray tan business. By leaning into various types of marketing, offering a variety of bundles, and providing the convenience of quick or mobile services, you can keep revenue flowing and attract new clients who will stick around long after the winter. Use the quieter months to strengthen your client relationships, refine your retail strategy, and set the stage for your best year yet.