Advertising Case Examine for Loyalty Packages: Tan2Day Tanning Salon

Firm Overview

Tan2Day Tanning Salon opened in 2008 in Temecula, CA. Homeowners Heath and Natalie Ward began the salon after graduating from USC in 2006 with levels in Accounting and Advertising, respectively. The Wards noticed the potential in a well-marketed California tanning salon, so that they jumped on the likelihood when a small suite opened up in a well-liked native procuring middle. Upon opening, Tan2Day registered 150 shoppers, most of which have been pals, household, and different acquaintances.

Preliminary Advertising Investment

For the primary few months, the Wards’ social community, plus walk-ins, supplied sufficient business for Tan2Day to achieve success. Heath wished to take the business farther, nonetheless, so he determined to implement a advertising and marketing marketing campaign which centered on a mixture of billboards, radio advertisements, and TV commercials. The marketing campaign value $20,000 for the primary 12 months. Natalie was frightened to spend such a big quantity on promoting, however she trusted Heath’s judgment 제주도룸싸롱.

Loyalty Program

Though it took a few months to be efficient, the advertising and marketing marketing campaign quickly elevated new consumer enrollment at Tan2Day significantly. Natalie seen, nonetheless, that many of those new shoppers would tan as soon as after which by no means return. Since tanning is a service that requires a number of visits to be efficient, she knew that the corporate wanted a solution to seize repeat business. Thus, the Tan2Day Tan2Morrow Buyer Loyalty Program was established. This program gives the shopper quite a lot of tanning packages starting from 3 months to 1 12 months. The extra the shopper selects, the extra they save, ultimately working as much as free tans. Clients have been made conscious of this system with strategically-placed signage. A vinyl decal was printed for every tanning room, which was positioned on the wall promoting this system. A vinyl banner was additionally hung above the storefront which stated “Free Tans Obtainable!” Lastly, buttons stating “Ask me the best way to get free tans!” got to every worker.

Outcomes

After implementing the Tan2Day Tan2Morrow program, buyer retention sky-rocketed from simply over 50% to 78%. “It is not that folks did not like our service,” Natalie explains, “they simply discovered a greater deal so that they did not come again. With the loyalty program, we’re encouraging our prospects to stay with us and rewarding them for it.” This program was the proper complement to the prevailing promoting price range set in place by Heath, and the entire value to implement it (primarily to cowl the printing of the promotional signage) was lower than $500. Natalie noticed such a fantastic response to this system that she now offers members a Tan2Day vinyl sticker to position on their car. The thought is that the member’s family and friends will see the sticker and ask about it, which can lead even extra new shoppers.

Suggestions

• • Make your promoting greenback go farther by researching your market and strategically-selecting the place to broadcast your message.

• • It is vital to have nice gives for brand spanking new prospects, however do not forget about returning prospects as effectively. Protecting your present shoppers completely satisfied and dependable will maintain your business when you do not have as a lot to spend on promoting.

• • Promote any new provide you’ve in quite a lot of methods. Clients come from all totally different instructions and look at issues in another way, so in case you have your message in just one spot, you are limiting your publicity.

• Nice advertising and marketing ought to all the time be evolving. When issues get stale or stagnant, prospects lose curiosity. Take what’s been the most-effective on your business and enhance upon it even more-customers will reply!