The Basics of Marketing

You have purchased your equipment and have learnt how to use it. Now what are you going to do with it!

To get your sunless career off and running you do need to invest in some hard hours. Clients, for most of us, don’t just drop into our laps.

To set yourself up for success make a commitment to yourself to invest your time and energy. This commitment will then pay off.

What is Your Vision?

Make sure you have a clear idea of what you want to achieve.

Do you want to go all out and launch a mobile spray tan business or shopfront
Are you integrating into an existing business model
Do you just want to spray friends and family and grow organically

Once you have established your vision you can then start to work out your priorities to move forward.

Branding

If you are starting a new business, you need to think of your business name, logo, colors and look.

This “look” is going to carry through on your advertising, social media, letterheads, website, physical location etc

Your branding should also tell something about you and clearly emphasize your value and what you offer.

Your branding in a nutshell, is your identity and will help you stand out from others, sell and promote your business.

Know Your Audience

Take the time to establish who are going to be your clients. I suggest brainstorming and thinking outside the box- here is a couple of ideas to get you started

People with an interest in tanning and beauty
You already have a salon/spa- clearly you are going to target your existing clients
Local gyms, dance studios, school communities, church groups
Research your local demographic

Know Your Competition

Do your due diligence and research your local area.
What already exists in the way of tanning in your community.
What are others offering and what prices are the charging for the service.

Think about what you can offer that is maybe different. Knowing your competition may help you see what angle you can take with making your business stand out. Remember, standing out isn’t just offering a cheaper service. If that was the case they would be no Mecedes or Teslas on the road!

Promote

The only way to really grow your client base is through some type of advertising or promotion.

Already have a Salon/Spa:

Host a tanning event for selected clients – You probably already have a handful of clients you know are going to love the SunFX spray on tan so get them invested straight away by hosting a tanning party. Invite your top 5-10 clients to partake in a FREE SunFX Tan and get them hooked. The cost to you will be minimal in product and it will be the cheapest marketing ever. Give them discount vouchers to give to their friends. Let them do some marketing for you and get have them spreading the word on the amazing new service you’re offering.
System On Show– Have the system set up at the reception area as a talking point and use this opportunity to offer the deals you have going
Staff Engagement– walk the talk make sure your receptionist and staff are spray tanned and talk about the service
Cross Sell- offer tans at a discount when purchased with another service
Referrals – Still the best form of marketing. Offer a discount to anyone that refers a new client to you
Launch Party- A great opportunity to show your clients and then offer special discounts to guests who book the day/week of the event.

New to the game:

Your just starting out so cash isn’t exactly flowing, that’s ok there is still ways to build clientele.

Social Network– tap into your existing social framework. Let them know you need support and help to spread the word. Ask them to share your social posts and stories.
Tanning Parties– this is a great way to build clientele. Be creative and get the host do the work of finding clients. Make sure her reward is worth is. Don’t forget to gather everyone’s details
Referrals- still the best and easiest form of advertising for you.
Reach Out- visit local high schools, gyms, dance studios, salons, clothing stores to collaborate. Ask to leave your flyers on their reception desk.
Network– never underestimate the power! seek out wedding, party planners & makeup artists. Any businesses that you can work together with is an opportunity
Social Media – love it or hate it you are going to have to lean in to some degree. Social Media is great for spreading the word – showing before and after images and connecting with your potential and current clients

As you can see there is a lot you can start to implement that doesn’t involve a lot of up front cash

Paid Advertising- do your research and find someone that you trust to discuss your exact needs, outcomes required and budget spend. You can waste a lot of $$ on ads such as group-on and social media if you are not sure what you are doing and don’t ask the right questions.

Look After Your Clients

Once you have a client LOOK AFTER them! It’s 10 times harder and more expensive to find new clients.

Have in place processes that build trust. Texts or calls before that educate and confirm the bookings. Follow-ups to ensure satisfaction.
Treat your clients as you want to be treated- be on time, don’t cancel and listen to their needs.
Know your craft!
Be professional- this sounds obvious, but think about the many times you haven’t had a great experience…
Don’t just be after the $$- clients will see through you very quickly and move on
Reward their loyalty and have in place a referral system
Build a relationship- by this I don’t mean find a friend. Take notes after a service- such as kids names, was it for a special event. That way on the next visit you can ask questions that show you took the time to remember them.
Be consistent!

Support

You can’t always do everything yourself and starting a business can be lonely and hard so tap into a support network. This maybe another business owner or mentor or a business group. There is a myriad of small business “meet-up” groups to join. These are a wonderful way to learn, network and stay motivated. Don’t underestimate the power of networking with other business owners. It’s the best way to build relationships, potential clients and getting your name out there. Yes, it may be time consuming, but in the long run it will pay off.

Try aps such as Meet Up or contact your local chamber of commerce as a starting point.

Stay Positive

Lastly, stay positive this isn’t going to happen overnight! Some things may not work and you will have to go back to the drawing board or change tack. Starting a business isn’t for the faint hearted, however, remember why you choose to embark on this adventure in the first place.