Seriously More Sales With SMS. How To Keep Your Tanning Salon Busy This Summer

Transcription

1 Seriously More Sales With SMS How To Keep Your Tanning Salon Busy This Summer 1

2 Contents A BIT FROM THE AUTHOR CHAPTER 1: MARKETING IN A DIGITAL WORLD The Sunbed Marketing Summary So Much Social Media Pressing Issues Enter SMS Marketing CHAPTER 2: TIME TO TEXT - HOW TO USE SMS Hot Offers Upsell Your Services Raining Sales Make New Friends Tanning Talk ABOUT THE WRITER OF THIS BOOK 2

3 From the Author... Hello, As a marketer i m always looking for new and exciting ways to engage customers and make use of all of the fantastic technology the world has to offer. In recent years the growth and development of the technology we use day to day has meant that as marketers, we have had to adjust and change how we sell. Though exciting, this shift in the way we see and take in information has also been challenging for businesses who are trying to get their message across. But I love a challenge. And it s this challenge that has given me the push to write this e-book for you, the owners and operators of sunbed shops. I don t want to spoil the ending for you, but I hope that after reading this book you will have a re-energised idea of how and why you need to adopt SMS marketing into your business strategy. Hope you like it! Charlotte Xavier 3

4 The Sunbed Marketing Summary Tanning Shops across the UK remain a popular choice amongst the population of people looking for a year long tan. Years ago, the market was wide open, with less competitors and plenty of tanners. This is no longer the case. As an industry there are lots of small independent salons and a few chains and franchises which means chances are, every town and city in the UK has at least half a dozen sunbed shops. Though popular all year, the tanning industry can be very seasonal, peaking just before, during and just after summer. So it is important to be able to take advantage of busier periods and drive business in quieter times with clever marketing campaigns. Small businesses need to adopt marketing methods that work and don t cost much, so SMS is the perfect partner when it comes to marketing sunbeds. Let s take a look at how and why you should use it to drive sales and be consistently busy all year round. 4

5 So Much Social Media It has been a rollercoaster ride for the marketers in the last few years. Mobile phones have transformed the way we interact with people around the world. Along with friends and family, businesses were given a new and direct way to speak to customers. The result? We are overloaded with information from friends, and brands alike. For a while it seemed that social media could give us a voice to speak to customers about what s going on and what s great about our businesses. But now you ve tried Twitter. And Facebook, and nothing has really changed. The vast amounts of information means your business message is being lost amongst the constant stream of tweets and posts. 5

6 Pressing Issues The power and reach of the media and newspapers means we are far more at risk of hearing bad press about our industry- and that means our customers could too. Bad reviews, negative media coverage or a mean tweet means all this information is ready for our customers to see, and even worse share. As they say you can t please all of the people all of the time. So we need to be careful and clever about how, who and where we market our business. So with all this to think about, you would be forgiven for feeling at a bit of a loss as to how you can really get your message across. But what if we told you there is a cheap, simple and direct way to almost guarantee your customer will see your message? 6

7 Enter SMS Marketing The New (Old) Kid On The Block We ve all sent them, we ve all received them and we have all read them. Text message marketing is back on the scene thanks to it s direct nature and, more importantly, the read rates which knock the competition out of the park. Unlike it s social media and counterparts, text messages are pretty much all opened and read with 5 minutes of being received. That means your customers could be looking at your business marketing message within just a few minutes of being sent. 7

8 Hot Offers SPECIAL OFFERS WITH SMS Promotions are one of the simplest and most effective ways to drive customers to your business. Afterall, who doesn t like a discount or deal? The advantage of SMS marketing is that it allows you to be strategic with when you send your offer out. You control when your customers see your message and when they can take you up on your deal. This means you can really push your services during your quiet times. And it s not just your services that can benefit, you could send customers deals on tanning products or creams when they use your sunbeds during peak or quiet times. You know your customers, you know what they like, why not reward them? 8

9 Upsell Your Services Travel PASSPORT INCREASE REVENUE WITH SMS The World Think about your busy times. People tend to up their sunbed use before going away on their summer breaks. This is a fantastic opportunity for you to up-sell your services. Package your minutes and products up and offer your clients a course instead of a one off deal. Not only will the spend be higher but you can keep them coming back more regularly. The more you see them, the more you get to know them, this is a basic principal of customer loyalty. You could even throw some holiday suncreams in at the end of the course to incentivise them to come back to your shop even after they return from holiday. 9

10 Raining Sales REACT TO CHANGES QUICKLY The British summer time is as temperamental as it gets. One day it will be blisteringly hot then in the blink of an eye it can feel as though winter is back. But the volatility of the weather can be a great opportunity for you to reaact quickly and get customers through the door. Imagine a heatwave that lasts a couple of weeks. Everyone sitting in their gardens trying to make the most of the sunshine. Then in typically British style the rain arrives. Everyone s tans start to fade. Now is the time to remind them of your sunbed services so they can hang on to their colour just a bit longer. The quick creation and delivery of SMS campaigns means you can be in the heads (and palms) of your customers in an instance. Make the most of the good weather, and the bad! 10

11 Make New friends $ CAPTURE CONTACTS SMS is a great way for you to not only promote your services to existing clients, but also collect the contact information of new customers. And it s super simple too. Using a keyword, such as TAN allows new customers to text TAN to our shortcode, 88440, to opt in to your SMS marketing list so they too can receive your special offers and news. If your shop as an A-board outside or posters in house you can advertise your SMS service and new customers can quickly and simply opt-in. You could even include something on the new client form that says they will receive offers and news. The beauty of this is that you know those that opt in are keen to receive your messages, which means they are more likely to take you up on your offers and deals. 11

12 Tanning Talk EDUCATE The sunbed industry is one industry where educating clients is key to becoming reputable and trusted by customers. Safe practices of sunbeds is vital not only to the welfare of your clients but also the way in which your business is seen to handle the potential dangers. will thank you for your concern and your business will look like you really care. Turn a negative into a real positive for your business. Send customers an SMS with a link to your website and create a page that outlines safe practices or a guide to using a sunbed responsibly. Your customers 12

13 A little more about me... Working in sales and marketing for the last 8 years has allowed me to really get to grips with what works for small businesses when it comes to marketing. Working alongside my father, a cosmetic doctor, I have helped him market his two cosmetic clinics with fantastic results. The beauty and cosmetic industry is not only competitive but clients can be quite reserved when it comes to letting others know what they have had done. SMS marketing has worked great for us and our clinics and we know it can work for your business too. I will personally help you develop, manage and send all your campaigns, and pass on to your business everything that I know has worked for us. I look forward to working with you and if you have any questions before getting on board with Beehives SMS marketing I will be happy to help. Check out our website at for more information and sign up for a free account today. Charlotte Xavier Get in touch with me below 13

14 SMS Marketing Deals Keep your salon busy this summer Exclusive TSA Offer for 2015 So you ve read our Ebook, now you are probably wondering how much this great product costs. Well you are in luck because Beehive Telecom has teamed up with The Sunbed Association just in time to bring you an exclusive, discounted offer. The best bit? We will help you develop, create & send your campaigns. SMS Marketing Starter Pack Includes text bundle - 3.7p - 3.2p per text for life! Data review - Help organising your customer data Data uploading - We will setup your service Campaign creation - We know what works! Campaign reporting - Measure your success! TSA OFFER was Now PLUS VAT PLUS VAT To take advantage of this great TSA offer, or if you have any further questions, call Beehive on and we will get you up and running in no time. *Available to UK and Ireland Customers. Must be a member of the Sunbed Association