Good to glow

With tanning treatments being among the most profitable services on your menu, it’s more important than ever to promote your offering at this time of year. We asked some professional brand experts to identify the key ways you can do this

1 Highlight the mood-enhancing benefits

“A glow is not just for the warmer months; communicate to clients that there’s no better way to get through the darker, colder months than with a moodenhancing tan,” says Roisin Scanlan, brand manager, Bellamianta.

“Emphasise the benefits of a tan at this time of year, for both the mind and body,” says Nicola Matthews, founder of Sienna X. “January blues can be diminished with a professional tan, providing a summer feeling all winter long, without any sun damage or holiday costs.”

2 Cross promote

“Promote your tanning treatments as part of your overall message by highlighting the importance of skincare at this time of year,” says Scanlan.

“Remind clients that with the everchanging weather, skin needs to stay hydrated and protected.”

“If you offer body polishing treatments at your salon, promote these as pre-tan treatments on your menu,” says Matthews. “Emphasise the benefits, such as how they will improve tone and circulation, and encourage a more positive body image.”

3 Reward client loyalty

“Reward client loyalty to keep clients coming back,” says Stephanie Watson, brand manager, Lusso Tan. “Tanning treatments have one of the highest profit margins on your service menu, so you can afford to give rewards to loyal clients. For example, offer a free spray tan for every five tans, or offer discounted subscription packages in blocks of three, six or 12 months.”

“You could also run special deals, such as giving clients the option of adding a quick 15-minute golden glow service onto their nail appointment,” says Nicola Badmus, lead trainer for MoroccanTan at Sweet Squared. “This is a quick win for your business, and adds convenience and value to the client’s experience.”

“Ask your clients to refer you – then with every successful full-priced referral, give the client that referred you a mini-treatment with their next booking,” says Matthews. “A voucher or a free product in return works well as an incentive too. It's also a good idea to encourage your clients to leave reviews; ask for permission to use them and share them, as they can really help with bookings.”

4 Partner with a gym

“Link up with a local gym or fitness guru to offer special deals,” suggests Watson. “With around 95% of New Year’s resolutions being fitness-related, January is the ideal time to do this. Tanning and fitness go hand in hand because a tan helps to increase the appearance and definition of muscles. In addition, the gym can be a daunting environment for newbies, so having a professional tan can be the perfect confidence boost for those who are feeling self-conscious.”

5 Use social media

“Ensure your social media posts reflect your educational expertise,” says Matthews. “Share before and after images of clients, along with the reasons to get a tanning treatment, how easy it is, what's involved and the many benefits. The opportunities on social media are endless. Put your client hat on and ask yourself what you would want to see to encourage you to book an appointment. Once you think this way, you'll be on the right track with the content you should be sharing.”

“Another way to advertise for free is by ensuring every member of staff is sporting a tan and telling every single client about your offering,” says Badmus.