Q&A With Stephen Underhill of SMU Consulting

[brownsuze]

See IMO that's valid, because most of us are our own target markets. If we do it, we can assume at least some of our target market does as well, right?

[Tanning Queen]

I think you really need to target your advertising more to potential tanners, not the general masses. People who are gonna tan are people who are traveling or getting married or going to dances, etc.

[SandiGirl]

So what else is there other than local papers, free publications and Coffee News?

Stephen, was the elevator and parkade included in the useless section?

[SandiGirl]

Originally Posted by Tanning Queen

I think you really need to target your advertising more to potential tanners, not the general masses. People who are gonna tan are people who are traveling or getting married or going to dances, etc.

By advertising where?

[Tanning Queen]

Like what Din said in another thread.

Co op with hair salons to advertise in their place or rent their database. Travel agencies. Offer a free session, sample packet, discount, whatever to each person going on vacation. Gyms. Offer an incentive to every member there. Bridal salons, limo services, catering places, whatever.

Maybe even get one of each together and make a Member Card, which allows anyone to get a X (insert offer here) if they patronize any of those places. I am just trying to be creative here.

[Tanning Queen]

How much does it cost to advertise in an elevator or parking garage? I dont think it would work well here but that is my area. Maybe in the city it would work more.

[SandiGirl]

Originally Posted by Tanning Queen

Like what Din said in another thread.

Co op with hair salons to advertise in their place or rent their database. Travel agencies. Offer a free session, sample packet, discount, whatever to each person going on vacation. Gyms. Offer an incentive to every member there. Bridal salons, limo services, catering places, whatever.

Maybe even get one of each together and make a Member Card, which allows anyone to get a X (insert offer here) if they patronize any of those places. I am just trying to be creative here.

See, now other than the hairdresser's and gym, the rest are 'speciality tanners'....just tanning for an event, trip or occassion. What about the regular tanners who we really want to recruit?

[SandiGirl]

Originally Posted by Tanning Queen

How much does it cost to advertise in an elevator or parking garage? I dont think it would work well here but that is my area. Maybe in the city it would work more.

Poop! I just brought the paperwork home. I'll check it later and get back to you.

I would like to approach the condos that are going up to offer discounts for all the new residents. Do I call the realtor, the builder...?

[Tanning Queen]

Call the property manager and ask if you can put flyers up. If not, you can send direct mail to them.

Specialty tanners can turn into lifetime tanners. I started out only going for my sisters wedding. Besides, think of everyone that needs to tan for that wedding or the dance. All the friends and family could come to you if you sell it right. I had tanners I only saw yearly before their vacations but they came religiously and sent friends to me when they wanted to go.

[brownsuze]

Originally Posted by Tanning Queen

I think you really need to target your advertising more to potential tanners, not the general masses. People who are gonna tan are people who are traveling or getting married or going to dances, etc.

But that's most people. Where I am, people go out every weekend and want to look good, someone is always getting married, and some is traveling all the time too. And if they themselves aren't they know someone who is.

Which is why I'm really focused on branding thru out the city, not just white women between the ages of 18-36...


Sonic drive thrus don't exist in the northeast but I see ads for them all the time. It creates a sense of familiarity and to a lesser extent, longing. I can't get it but I know all about it, and when the opportunity arises, I'mma go for it... Is that NOT a good approach to take with marketing?

[Din]

Face it , we are in the beauty industry. People that spend money to look good. The regulars are the ones that will pay your rent in the slow season and help you keep your doors open.

They are the ones that work out at the gym, go for their weekly hair appointments, go for their nail appointments. If you target those business owners (that are already customers) they will push your services on their customers because they like your salon, or they wouldn't come to you.

If you were to go to any hair salon or any gym and leave flyers with them hoping they'll hand them out for you....most likely they'll toss them in the garbage. It doesn't benefit them in any way. Make it beneficial by offering to hand out their flyers. When they come in and see their flyers on your front counter...they'll be all gitty and will help you too by handing out yours.

Their customers are YOUR target customers. Females aged 19-35.

[Tanning Queen]

In the city, I would add in the hottest spots to go and party.

[Tanning Queen]

Ok, we totally hijacked this thread. Sorry Steve!

[eyecandytanning]

Is there a list service where I can narrow my list to females 18-35, white and 3 miles from the salon? I found ones where I can narrow to female, and some age and a the entire zip code, but each zip code cost more. I also want to narrow to mostly white folks...my neighborhood is high minority and not many of them tan...figure it might save me some money on the mailing if I try to narrow it down to peeps that might tan.

[Glowtanning530]

I would seriously think about moving Mer, I know you have been. Part of the reason the salon is lacking traffic is the location. It is like you said a high minority area. I would focus funds on moving before doing mailers and then moving.

[eyecandytanning]

Damn you lady! LOL

I pulled demographics and it is not as bad as I thought.

[JustTans23]

Originally Posted by eyecandytanning

Is there a list service where I can narrow my list to females 18-35, white and 3 miles from the salon? I found ones where I can narrow to female, and some age and a the entire zip code, but each zip code cost more. I also want to narrow to mostly white folks...my neighborhood is high minority and not many of them tan...figure it might save me some money on the mailing if I try to narrow it down to peeps that might tan.

I've been wondering this too. My salon is on the border of 3 different towns. So I never am sure which town to target. My success with mailers to those not in my data base is non-existant. I feel if I could narrow it to a 3 or 4 mile radius that would get me a better return.

[Stephen Underhill]

Originally Posted by brownsuze

Big city weekly that's in shops and in boxes on the corner... doesn't get home delivery. There is a version of this paper in most of the east coast cities... has news stories, columns, movie listings, club listings, classifieds, etc. Circulation over half mil a week...

... not the Coffee News, but not a "town local paper" either... This is city-wide. I've toyed with the idea of doing the more neighborhood-centric papers too.

OK Stephen already said my ads don't work (even tho they do) but I'll ask anyway. If I wanted to hit more papers to increase my branding, would it be smarter to do the smaller neighborhood weeklys that are close to but NOT my neighborhood, or to do more frequent ads in the main 2 city-wide weeklies?

As is, I advertise in them 2-3 times a month.

(this is not my sole advertising, tho it is the bulk of my marketing budget)

If you are happy with your advertising and how you are doing it that is fine. Studies have shown that when you advertise in a paper where a person must look for your ad it is not as effective as if they receive a separate piece directed into the home. Again if you feel you have found a formula that works for you please disregard my suggestions I do not want this thread to turn into an argument.

[Stephen Underhill]

Originally Posted by Tanning Queen

I think you really need to target your advertising more to potential tanners, not the general masses. People who are gonna tan are people who are traveling or getting married or going to dances, etc.

Assuming that people that tan are people that are planning or attending an event is a mistake. You must take the time to re-educate the tanners in your market. The feeling that someone gets from having some healthy looking color is not desired just for a dance or travel.

[Stephen Underhill]

Lots of good post.