The game starts by deciding what your goal is for spray, over time.

Growth engine?

Cash cow?

Growth: Will your salon create immediate and sustained growth if it dramatically expands the number of people who spray tan every now and then, in order to convert some of them to an EFT spray memberships, over time?

Cow: Will your salon grow sales and profit both now and long term by maximizing the sales and profit on each sale? Based on experience, when you maximize sales and profit per each single session, do most tanners come back – soon? frequently? 3-4 times per year?

Growth or Cash Cow is a critical decision because few lines of businesses can be both.

So, decide, as it will help you determine the everyday price of a single spray session.

Should the price be the same as a EFT spray membership $49?

Seems to make for an easy sales pitch … Tan 1x for $49 or unlimited tanning for $49?

The value is obvious but most people do beauty treatments (hair cut, hair color, nails, brows, massage) every now and then, not weekly.

Should the price be linked to your actual ASP (click: how to calculate average selling price of spray tan session)?

If the salon has an ASP of $14, then maybe the every day price for a single session should be priced 50% above that, or $21. Tip: Lots of salons have a spray ASP in $9-$18 range.

$21 may seem low, especially if the salon advertises a price of $49 (or whatever).

But, $21 is 50% more than you are making now.

If EFT member is paying $49 now for unlimited tanning, would they cancel membership because they can tan anytime for $21?

If you think so, then maybe the every day price is $25.

How would you feel if your spray sessions increased 20% or more and you raised your ASP by 50%? Over 1,000 salons – like yours – grew spray sessions by 28% or more over the last 12 months.

Of course, getting the price right is no game — not to you, and certainly not to your current or future customers.

If you’d like help to properly calculate ASP in order to set an every day price for single sessions that will drive a sales and profit increase – connect with your Mystic Tan  representative at 888-974-9977.

CEO behind Applebee’s reveals how the Dollarita played an essential role in the chain’s turnaround

• The Dollarita was the game changer that Applebee’s needed to turn around its business, Steve Joyce, the CEO of parent company Dine Brands, told Business Insider.
• The dollar-drink deal was originally seen as a risk internally, with some franchisees fearing that it would attract people who wouldn’t order food or that people would get too drunk on cheap drinks.
• Since the introduction of the Dollarita, Applebee’s has posted four consecutive quarters of same-store growth after a period of struggling to grow sales.

The Dollarita provided Applebee’s with the key to a massive turnaround.

Dine Brands CEO Steve Joyce told Business Insider in an interview last week that the Dollarita was key to kicking off an Applebee’s turnaround in October 2017, soon after Joyce took over as the top executive at the parent company of Applebee’s and IHOP.

“Dollarita turned everything around,” Joyce said. “It was a 13-point swing between September and October in Applebee’s performance.”

Since the introduction of the Dollarita, Applebee’s has posted four consecutive quarters of same-store sales growth after a period of declines. Last week, the company reported that systemwide same-stores sales in US Applebee’s locations increased 5.5% for the first nine months of the year.

The Dollarita was the game changer Applebee’s needed. Joyce said the deal was seen as a risk internally, with some franchisees feeling reluctant to adopt the dollar-drink deal. In New York City, for example, few restaurants decided to add the Dollarita to the menu in October 2017.

“You worry about, do you attract the wrong element, do people come in and get soused, do they not order food?” Joyce said.

A franchisee in Texas who had already rolled out the Dollarita in restaurants, however, convinced others that the deal was worth a shot. And, he was quickly proved right.

“Ninety-eight percent of the people who came in and ordered those, ordered food,” Joyce said. “Most of the people would have one of those and then move upscale to another cocktail.”

Following the success of the Dollarita, Applebee’s has rolled out one- or two-dollar drink deals every month, doubling down on buzzy deals to attract budget shoppers.

“It got buzz going,” Joyce said.

“On social media initially, back in early October, people said, ‘Well I don’t like Applebee’s but dollar margaritas, I’m in!'” he continued. “And people were upset, and I’m like, get them in the restaurant, serve them well, give them great food, and guess what? They’ll come back. And that’s what’s happened.”

Spray tanning is growing. In fact, in 2017, over 1,000 salons grew their spray tan sessions by 28% or higher.

Sunless, Inc. conducted research over the last 2 years to understand the common practices driving that growth and summarized those actions into a ‘How-To’ guide. It is chock-full of specific strategies and tactics used by salons that are breaking from the norm and having success.

The Guide covers lots of ground and some of the concepts may spark a reaction. We don’t expect every idea will be right for every business, yet we think there are a more than a few nuggets that every salon can either test or adopt to change the fortunes of your business. Your representative will be happy to provide you a copy and discuss the ideas that will drive your spray business. Grow Spray Tanning, How-To Guide – click for FREE Copy

Winning salons have grown by taking 5 Critical Steps:

Win with Data:

Track & drive spray sessions per day

Simplify:

Price for single session: Reasonable and transparent to draw in customers who resist a monthly commitment

Menu/service options: Remove the complexity

Target two high potential customer groups: You can’t grow by getting more from current EFT tanners, but having those who came in every six months, now come in every 3 months, doubles your spray business

First high potential audience:
Lapsed/Infrequent tanners (tanned 1-3x over last 3 years)

Second high potential audience:
People with less disposable income: Millennials, College, High School, Middle-to-Low income women age 35+  

Staff Ambassadors:  

Create enthusiastic & persuasive advocates will make spray tanning cool & desirable 

Commit to Marketing:

Right customers

Right message & offer – EVERY DAY

Right frequency