IST | June 2023 Digital Edition

Looking Back, Looking Forward

DearReaders,

Finally coming out of an “extended” winter, time is certainly flying … in the midwest, this is typically the last month for salon operators to secure those summerlong tanners before the first month of JASON arrives.

While people are still struggling with the economy, many don’t want to give up their “me time” at the tanning salon. However, you might need to think creatively to keep your cash registers ringing this summer; of course, we have some tips for making that happen. Read more from Lisa Saavedra in her “Notes from the Road” (p.38).

The off season is a reality for many salon operators and in my four-plus decades in the business, I found it’s also a good time to examine your business model and your brand. Could you make some small but possibly impactful tweaks? We have an article about the power of branding on p.54. Going hand-in-hand with creating a strong brand is your online presence – what missteps could you be making with your digital footprint? Read more on p.52.

I don’t know about you, but I always considered the busy season “trail-off” as a time to address salon maintenance and deep-cleaning my stores – to keep my customers happy. We can help you make this part of your plan; our Sun is Life® Training & Certification program covers these subjects and so much more. Every day, salon operators are enjoying the benefits of this award-winning training. Really, what is your team without consistent training that includes all the key elements of daily salon operation and professionalism? Plus, investing in our super-affordable Sun is Life program makes your salon eligible to be featured in our magazine! Begin your salon’s evolution and check out Sun is Life at sunislife.com.

Also in this issue are memorial tributes to “the father of indoor tanning” Friedrich Wolff, who passed away in April (p.14). I met him and his brother Jörg in Germany several decades ago and spent time with him on multiple occasions. He was a passionate and well-respected scientist – you might not be operating a tanning salon were it not for his research. We also mourn the loss of veteran North Carolina salon operator Bill Ledford, who started a tanning business four decades ago. JK Products & Services recognizes Bill as a beloved member of the tanning community on p.17.

As we look back, we must also keep looking forward. In an upcoming issue, IST will have coverage of the exciting Experience JK event happening June 12-13 in Orlando, FL. I am excited to be attending and to see what JK Products has in store for the future. Hope to see you there!

Thanks for reading,

Vince

Publisher Vince Lorraine

Editor In Chief Vince Lorraine

Managing Editor Sherron Barden

Assistant Editor Peter Hinterman

Editorial Advisory Sherron Barden

Staff Writer Joe Schuster

Graphic Design Hailey Carriger

Accounting/Circulation Kim Davis

Senior Account Executive Terese Allen

Contributing Writers Grant Cardone

Melissa Damiani

Gary Lipman

Lisa Saavedra

Leif Vasstrom

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June 2023 | Volume 27 | Issue 5 IST Magazine ISSN#2329-8545 (USPS 023149) is published monthly by IST Magazine, Inc., 14165 Fenton Rd., Fenton, MI 48430. Canadian Mail Agreement #41971515. Periodicals postage paid at Flint, MI and additional offices. Postmaster: Send address changes to IST Magazine, 14165 Fenton Rd., Fenton, MI 48430. For back issues, inquire for availability. Editorial Correspondence: Address product information and inquiries to: Editorial Department, IST Magazine, 14165 Fenton Rd., Fenton, MI 48430, phone 810.230.1735. To authors, photographers and people featured in this publication: All materials, articles, reports and photos published in this publication are the property of IST Magazine and cannot be used without written permission. The opinions and conclusions recited herein are those of the respective authors and not of IST Magazine IST Magazine is not responsible for returning unsolicited manuscripts, photos or other materials. Every effort will be made however, to return rejected manuscripts, etc., if they are accompanied by sufficient first-class postage, but the publisher will not be responsible for loss of any such material.

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If there’s something you’d like to see in your IST, please email vince@istmagazine.com.

Lorraine, Publisher

7 Questions with …

Weinberger

Vice President of Marketing Sunless,

1 What was your very first job?

My official first job was babysitting in my neighborhood starting when I was 12 and I’ve been working ever since! I’ve had many different part-time and fulltime jobs in retail, restaurants and even the telephone industry before I graduated college and started working in the field of marketing, which is my passion.

2

How did you find yourself working in the tanning industry?

Prior to Sunless, Inc., I spent nearly two decades working in marketing with some very well-known brands in the food & beverage industry. I love brand-building and have always had an interest in the beauty space. When I learned that Sunless, Inc. was in Northeast, OH (where I grew up!) and looking for a new marketing lead, I was immediately interested. Since joining the team and entering the tanning industry, I am even more excited! It’s a fun industry and our brands and products help people look and feel their best. In my opinion, it doesn’t get any better than that!

3 What type(s) of music are you into?

I absolutely LOVE music. Not just any music – ALL music! From country to classical, oldies to hard rock and everything in between. I used to be in a few choirs and orchestras, and I love going to concerts and karaoke bars. Just being around music is so enjoyable to me.

4 What is your favorite way to spend a day off?

My days off are all about family. I am typically headed to one of my kids’ many activities or running around doing errands. At this stage of life, a day off that ends with a family movie night at home is the absolute best!

5 If you were a superhero, what special power would you have?

I’d like to think it would be shapeshifting – I try to remain flexible and adaptable to situations and experiences. That’s not always easy, but over time I have realized it’s very necessary.

6

If you had a “WARNING” label, what would it say?

Ha! That would be “WARNING: WORK IN PROGRESS.” I consider myself an ongoing work in progress in many aspects of life. I take time each day to think back through events and interactions and identify ways that I could have shown up better for myself, my family and team, or life in general.

7 What are you most excited about in your life right now?

Watching my kids grow and thrive. While I am very passionate about my faith, my work and my community, there is nothing that gives me greater joy than being a mom. On the work front, I am very excited about our new product and equipment launches! We also have some exciting milestones to celebrate with Mystic Tan entering its 25th year and Norvell turning 40! I look forward to getting to know more industry partners and working collectively to spread the word about sunless tanning! ■

Inc.

TANNING INDUSTRY LOSES PIONEER, FRIEDRICH WOLFF

GERMANY– Often referred to as the “father of indoor tanning,” German scientist Friedrich Wolff passed away in April at the age of 85.

In the early 1970s, Wolff was studying the beneficial effects of ultraviolet light on athletes when he noticed not only improved performance, but also an interesting side effect: tanned skin. His discovery led to development of indoor tanning equipment and lamp technology.

of sunlight and thus, counteract the symptoms of winter depression by stimulating vitamin D formation in the skin. With controlled exposure to the UV rays, sunbed users also had a way to “recharge their batteries” while enjoying a UV session.

By the late 1970s, Wolff’s idea that took root in Germany had spread around the world, establishing a global market for this new industry.

According to his colleagues, Wolff never tired of talking about the biopositive effects of natural and artificial sunlight, giving many lectures throughout Germany and beyond its borders. At the same time, early on and as the owner of Freiburg-based Wolff System GmbH, he initiated research projects at prestigious university clinics with the aim of using the existing biopositive effects of tanning to alleviate skin diseases, such as psoriasis.

The Executive Board of Bundesfachverband Besonnung e. V. commented, “It is with great regret that we have received the news of the death of our founding member, Mr. Friedrich Wolff. We mourn the loss of an empathetic man and relentless tinkerer who not only laid the foundation of our tanning industry, but was always committed to the responsible and professional use of his invention.”

Realizing the appeal of a beautiful tan, Wolff founded the indoor tanning industry in 1975, when he and his brother JÖrg began selling their sunbeds and associated UV tanning lamps. Their initial motivation with the lamp development was to imitate the spectrum

Wolff brought his European technology to the United States in 1978, setting the industry standard with specialized lamps and a reflector system that was ideally suited to indoor cosmetic tanning. His interesting theory and invention earned him the title, “the father of indoor tanning.”

The motivation behind the Wolff brothers’ efforts was to contribute to a healthier lifestyle by eliminating vitamin D deficiencies and reducing the prevalence of skin diseases. Their work continues to help millions of people live better lives. ■

“WE MOURN THE LOSS OF AN EMPATHETIC MAN AND RELENTLESS TINKERER WHO NOT ONLY LAID THE FOUNDATION OF OUR TANNING INDUSTRY, BUT WAS ALWAYS COMMITTED TO THE RESPONSIBLE AND PROFESSIONAL USE OF HIS INVENTION.”

Executive Board, Bundesfachverband Besonnung e. V.

JENNY BORTMAN NAMED PRESIDENT & CEO OF UNIVERSAL INSURANCE PROGRAMS

Longtime

innovation

PHOENIX – For over 30 years, Arizona-based Universal Insurance Programs (UIP) has optimized insurance solutions for its clients. The company has earned a reputation for being a leading provider of insurance programs for niche markets including the tanning, salon and day spa industries. Since joining UIP in 1995, President and CEO Randy Tipton has steered the company and its partners to new levels of success. As UIP looks to the future, the executive team is pleased to name Jenny Bortman the new President and CEO, with Tipton moving into a new role as Chairman of the Board, effective May 1, 2023.

Over her 20-year career, Bortman has demonstrated effective leadership and innovative thinking. From her work in sales to her progressive marketing strategies, she has bolstered UIP’s growth even during periods of economic uncertainty. As Chief Operating Officer, Bortman has been responsible for managing customer service, sales and business development and overseeing operations for the company’s growing team. Prior to joining UIP, Bortman gained valuable sales experience at Nestle Purina.

“Jenny was bred for this,” says Tipton. “She knows this business inside and out.

My daughter embodies everything we stand for at Universal Insurance – collaboration, accountability, enthusiasm and relentless loyalty. She has forged incredibly strong relationships with our partners over the past 15+ years. I have every confidence in her.”

Tipton says when the leadership team took on the executive search process, it was clear Bortman brought the skills, knowledge and passion that made her the clear choice for the company’s new President and CEO.

“The success of this company and the people we support are of the utmost importance to me,” says Bortman. “As President, I’ll do everything I can to build on the legacy my mom has created. We’re not a small business any more, and the time is right for me to bring new ideas and a fresh approach to our company’s next phase. It’s an honor to take on this role and I’m looking forward to executing an exciting strategy for continued growth and innovation.”

Bortman says she aims to emphasize sustainable growth while maintaining the values that built UIP. She will bring a renewed focus on systems and technology, streamlining processes to create a better experience for clients, brokers, carriers and team members. ■

UIP executive to steer company into new era of growth and

Bill Ledford

WEAVERVILLE, NC – On May 2, 2023 the tanning industry lost a faithful champion and dear friend, Bill Ledford. Known for his kind smile and constant encouragement, Bill spent his life in the service of others. A Korean War veteran, he was 87 years old.

After retiring from 29 years supervising a grocery meat department, Bill started in the tanning business in 1984 with a video store that also had two sunbeds. With his late wife Nell by his side, the “mom & pop” business continued to grow and expand. He co-owned and operated Le Tan Le Bronze Tanning Salon in Weaverville, NC with daughter Teresa Ledford-Burnette and considered the salon one of the highlights of his “retired” life.

Over his four decades in the tanning business, Bill made many cherished friends and memories during

his years bringing sunshine and smiles to hundreds of happy tanners. Bill and Teresa were a dynamic duo and always embraced strong relationships in their business. Together, they brought candid and consistent encouragement to their many customers and business partners, including JK Products & Services.

The entire JK team wishes to thank you, Bill for your example, for living your values and for always bringing the sunshine with you. Your positive impact will live on and so will your light.

Always Shining, From your many friends at JK Products & Services

BILL LEDFORD AND TERESA LEDFORD-BURNETTE

Tanning Unlimited | Quincy, IL Succeeding with the Ergoline Edge

Photos by Taylor Howerton Photography

The businesses featured in our JK Salon Spotlight have achieved success by partnering with the team of professionals at tanning and wellness system manufacturer and worldwide industry innovation leader, JK Products & Services. This month, we talked to industry veteran Ron King, Owner of Tanning Unlimited in Quincy, IL. Along with photos of the newly-remodeled facility, he shared his thoughts about the relationship with Team JK and the ways it benefits his business.

IST How did you find yourself in the tanning industry?

RK: We owned a Curves for Women franchise and of course, we were looking for an additional revenue stream. We thought tanning beds would be a perfect fit for a “women’s only” workout facility. After doing our research, it became apparent that we needed to offer a standalone tanning salon next to the Curves facility, which we opened in 2001.

The Tanning Unlimited Lineup

What do your tanners love about the Ergoline systems you offer?

RK: Customers have been praising the deep, sun-kissed tan they get from the Ergoline hybrid beds since day one. The added features such as Aqua Fresh and Aroma, red and blue LED light truly make these beds exceptional. Ergoline gives every customer the ability to choose the best tan for them and their skin needs. Without a doubt, Ergoline has far exceeded everyone’s expectations of a typical tanning bed.

IST: How has the team at JK/Ergoline helped you grow your business?

RK: The JK/Ergoline team has brought a wealth of information and support to our business. Bill Neiscuir, our tanning rep and equipment sales representative, has been a tremendous help. Having owned and operated his own tanning salon, he comes with great knowledge.

His sales experience and knowledge of the business has been the backbone of our salon’s success. He understands not only the equipment, but also the day-today planning that is required to run and operate a successful tanning salon. The sales advice on which beds to purchase and delivery of new beds have been made exceptionally easy and user friendly, and a lot of that credit goes to Bill.

IST: You attended the 2022 Experience JK event – what were your impressions?

RK: The 2022 Experience JK event and new equipment reveal in Clearwater, FL was the most informative experience we have had within the tanning industry! When I was invited to attend, I was very hesitant, wondering if this would be beneficial to us and the goals we wanted to achieve for our year and going forward. The strange thing was that our sales representative (Bill) did not have any information to share about what I would see there. I thought we would see a well-upscaled and “redone” tanning system with the same electronics. Boy, was I wrong! The groundbreaking, new UV light technology that JK introduced

was nothing we expected. The hybrid total light technology – a new way to tan! The Vitality, Prestige 1600 and Sunrise 7200 stand-up hybrid units have set our salon apart from our competition.

IST: What is your favorite Ergoline tanning system?

RK: Our Prestige 1600, Vitality, and Sunrise 7200 hybrid stand-up are our most-used units. Our customers enjoy being able to customize the session settings to the features they enjoy most. The hydrating aqua mist has been the most-liked feature – not only do you get a mist to cool you, but you also get the hydrating benefits. Tanners enjoy the option to adjust the UV output on these beds by choosing from the sensitive, medium and intensive options. This allows for the Vitality bed to be used by people of all skin types, and even those wanting to get more benefits from the red-light option.

IST: What advice would you offer to new salon owners?

RK: I think the three most important factors in running a successful tanning salon are location, equipment menu and staff. The most critical is our staff – we want to create an environment that makes our guests feel welcome and comfortable. Tanning salons should be a place where one goes to relax, and our team goes above and beyond to make this happen for our customers. One major thing that stuck with me from a previous job 40 years ago was PSP philosophy. “PSP” stands for people, service, profit. Our most important commodities are our staff and customers. People: Hire very pleasant people. I have found through experience that you cannot teach people to be pleasant! Good workers and good customer service comes within certain personalities; finding your own salon’s philosophy and hiring staff to those standards will make it work. Service: Take care of your customers. We sell an experience – make your customers’ visit to your facility the highlight of their day. Finally, Profit: Do the first two and profit will take care of itself! ■

(L-R)TeamTanningUnlimited includes: Summer Goings (Sales Associate), Ashley Boyer (Asst. Manager), Sadie Smith (Sales Associate), Ashley Dreyer (Manager)

Tanning Unlimited recently completed a remodel, which features a waterfall and lighted logo wall.

IST Magazine

1. Barefoot Beachwood™ NEW DAILY HYDRATOR

• Cacay, Avocado & Coconut Oils

• Aloe Vera Gel

• Coastal Coffeeberry

• Willow Bark

• Cucumber

• Barefoot Beachwood Scent

18.25OZ MSRP $27.98

2. Honey Gleam Cream™

NEW

MEGA-MOISTURE DEWY MINERAL MASK

• Multi-use, Airbrush Luminizing Skin Tint

• Glow-Boosting Glowplex™

• Antioxidant Rich

• Youth Boosting

• Contouring & Blurring

• Porcelain Flower

• Hyaluronic Acid + HA producing Hyalufix™

• Vegan Collagen

• Pore-tightening Honey

• Hypnotic Honey Scent

1.7OZ MSRP $54.98

3.

Norvell

Essentials NEW SELF-TANNING WATER MOUSSE

• Lightweight Self-Tanning Foam

• Radiant, streak-free & natural-looking tan

• Easy-to-apply, long-lasting, goes on clear

• Tan-protecting & nourishing formula

• Vitamins C & E

• Aloe

• Gluten/Paraben/Cruelty-free, Non-comedogenic

• Raspberry Almond Scent

5.8OZ MSRP $30

1.

2.

3.

4. Cloud Kissed™

CERAMIDE INFUSED

SILICONE CLOUD CREAM

• Ultra-Hydrating Daily Moisturizer

• Silicone Moisture-Lock Technology

• Moisture Barrier Strengthening Ceramides

• Antioxidant-Rich Vanilla Extracts

• Skin-Softening Coconut Milk

• Skin-Perfecting White Tea Extracts

• Tattoo & Color Prolonging Technology

• Cloud Kissed Scent

18.25OZ MSRP $26.98

VITAMIN C INFUSED GOLDEN GLOW BRONZING SERUM

• GlowPlex™ Evens Skin Tone & Supports Luminosity

• Apple Cider Vinegar Balancers

• Complexion Perfecting Golden C

• Powerful Superox C™

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X50 PhotoGlow™

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Defense System

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Protecting Technology

• Sweet Nectar Glow Scent

13.5OZ MSRP $135

6. H.I.M Hydrate™

DAILY BODY MOISTURIZER

• Improves Dull Skin

• Rich Anti-inflammatory & Antioxidant Blend

• Oil-Absorbing

• Skin-Softening Shea Butter

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• Tattoo & Color Fade-Protecting

• White Birch

• Ocean Waters Scent

8.5OZ MSRP $17.98

5. CE Glow™

4.

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IST Magazine

• Tanning Optimizer

• Paraben/Gluten/Oil & Dye Free

• Repairs Cell Damage & Increases

Collagen Production

• Anti-aging & Skin-firming Benefits

• Soothing Violet Flower

• Sensitive Skin Hydrating Ceramide Complex

• Calming Cucumber

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• Organic Grape Water

• Green Tea Extracts

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• Hypo-Allergenic & Allergen-Free Scent

12.25OZ MSRP $88.98

8. Halo Beam Cream™ LIGHT SPECTRUM ENHANCER

• Light Spectrum-Enhancing Moisture Mask

• Blue-Hued Color-Correcting

• Complexion-Perfecting Golden C

• Powerful Superox C™

• Hyaluronic Acid + HA producing Hyalufix™

• Glowing Light Enhancer

X50 PhotoGlow™

• Vegan Collagen

• Plant-Based Stem Cells

• Apple Cider Vinegar

• pH balancer

• Multi-use formula

• Celestial Clouds Scent

1.7OZ MSRP $56.98

Tanovations

9. Barbados Blues™

CARIBBEAN COLOR CREATOR

• Blue-Hued Dark Tan Creator

• 2 Melanin Stimulators

• Cherry & Banana Extracts

• Softening Mango Butter

• Anti-Orange Agents

• Targeted Anti-Aging & Firming

• Electrolyte-Rich Coconut Juice

• After-Tan Odor Eliminators

• Saltwater Sea Scent

11OZ MSRP $51.95

7.

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TWILIGHT TEETH

P6 Teeth-Whitening Kit

• Original Patented "Whiten While You Tan" System

• Small, Comfortable Mouthpiece

• Powerful UV Light

• Minty, No-Rinse 25% Whitening Gel

• Up to 12 Applications

• Gel Refills Available

MSRP $44

FLEX PODZ

Tanning Eye Protection

• Traditional Goggle Style

• Soft, Flexible Material

• Bright Neon Orange, Green, Pink, Blue & Purple

• 12 Pair/Bag

• Display Box Available

MSRP $3.34

ASA Continues E�fective Government Relations E�forts

THEAmerican Suntanning Association is staying ahead of attempts to over-regulate professional indoor tanning facilities at the state and federal level in 2023.

Efforts to keep under-21-year-old people from using sunbeds in professional salons have been introduced in New York state, with anti-sun groups in California looking at the same. An under-18 bill in Ohio has been reintroduced once again as well, while other states continue to look at finding ways to restrict access to professional salons.

And, more than ever, ASA’s promotion and defense of the market with policymakers is founded in constructive dialogue that positions tanning professionals as part of the solution in real-world sun care.

In all 11 state legislative issues raised in 2022, the ASA came out on the winning side without a defeat, using science to convince legislators that our approach to sunburn prevention and parental consent for tanners is the best way to address sun care issues. ASA is 25-0 in state capital issues in the past two years.

Many of these issues involved proposed under-18 or even under-21 age restrictions for usage of a professional sunbed facility. In many cases, ASA convinced would-be bill sponsors not to even introduce bills after seeing that the science does not support that approach. Some of our victories involved tax bills and other issues.

“We can demonstrate that our position is scientifically solid,” said Levy, who has now traveled to 43 state capitols on behalf of ASA and ASA partners.

Levy has met with state officials and legislators nationwide again this year –most recently traveling to Ohio in April for a full day of meetings with legislators there.

“We have blazed a common approach of putting real-world sun care in constructive, scientifically supported terms,” says ASA Executive Director & Director of Scientific Affairs Joseph Levy. Since 2015, ASA has convinced state legislatures 120 times that our positions make sense – continuing to win when we have the opportunity to lay out the unintended consequences of anti-sun legislation.

“The best way to keep legislation from getting any traction is to re-dedicate your tanning business to professional practices, sunburn prevention and to be worthy of the path that is being blazed for the tanning market of tomorrow,” Levy said. “And get involved with ASA. We need your support.” ■

To join ASA today, visit AmericanSuntanning.org/register.

The best way to keep legislation from getting any traction is to re-dedicate your tanning business to professional practices.

ASA Executive Director Joe Levy and Aaron Ockerman have spent many days meeting with Ohio legislators, most recently a full day in the capitol building in Columbus in April.

Learn the HEALING POWER OF LED-LIGHT THERAPY AT EXPERIENCE JK 2023

Asuccessful entrepreneur and inventor, Patrick Johnson is CEO of BioPhotas, Inc., the manufacturer of the award-winning Celluma SERIES of light therapy medical devices. The Celluma SERIES incorporates proprietary LED-light therapy technology, sometimes known as photobiomodulation. Johnson is an innovator in this field and his contributions to the science of LED-light therapy have significantly impacted the health and wellness industry.

A 30-year medical device industry veteran, prior to inventing the Celluma, Johnson was the CEO of a publicly-traded medical device company in the orthopedic segment of the industry. Wanting to make a greater contribution to global health and wellness, he left his job and went in search of a “nugget” around which to build an innovative company. After looking for over a year, Patrick stumbled onto the vast clinical literature on Low-Level Light Therapy. Low-Level Light (or LED-light therapy) is a non-invasive/non-toxic treatment that uses specific wavelengths of light to stimulate the body’s natural healing processes. It has been shown to improve circulation, reduce inflammation and promote cell growth and repair.

Impressed with the clinical research and by the results he experienced himself with LED-light therapy, Johnson decided to create his own device that was both effective and affordable. In 2012, he founded BioPhotas and has since been a driving force in the growth and development of the LED-light therapy industry.

Today, the Celluma SERIES is the

leader in LED-light therapy devices used by medical professionals and consumers worldwide. The company’s Class II medical devices are FDA-cleared for treating a variety of conditions including acne, wrinkles, pain, and hair loss.

Johnson’s expertise in LED-light therapy has made him a sought-after speaker and educator on the subject. He has spoken at conferences and events worldwide, sharing his knowledge and experience with others in the industry.

This June 12-13, he will be speaking at Experience JK. This is an incredible

opportunity for anyone who wants to learn more about LED-light technology and the many clinical benefits it offers. Johnson will share his own experiences with light therapy and discuss the latest research and developments in the field.

We’re excited to announce that JK will be offering new Celluma-powered equipment in the WellnessJK portfolio.

Don’t miss this exclusive opportunity to try the latest in light-therapy devices, take advantage of LED-light equipment specials, and elevate your own personal health and wellness.

If you’re interested in learning more about light therapy and how it can benefit your health and wellness, don’t miss this chance to hear from one of the industry’s leading experts. Join us for the Experience JK event on June 12-13, 2023 at the Gaylord Palms in Orlando, FL … and discover the power of LED-light therapy for yourself. ■

We’re excited to announce that JK will be offering new Celluma-powered equipment in the WellnessJK portfolio!

with the inventor of the Celluma SERIES, Patrick Johnson

ARE YOU READY TO TAKE YOUR BUSINESS TO THE NEXT LEVEL?

By Melissa Damiani

When you first opened your business, you may have concentrated your energy on doing one thing extremely well. You likely started with one location and centered your offerings around tanning services. If this is the case and you haven’t already begun to expand your horizons, now is the perfect time to begin incorporating some form of diversification!

Even with the opportunity for greater profitability, everyone can be a bit reluctant to embrace change within their lives, especially when it comes to your business – your livelihood and that of the people you employ. The good news is that by expanding your business to include new products and services that are already in line with your current offerings, there is less risk involved and it will minimize your uncertainty.

As you prepare for growth and before broadening your service menu, it is imperative that you create a solid and strategic plan for doing so. Conducting research ahead of time is important and you will find there to be many helpful resources at your disposal. In-person tanning and wellness events, scheduling meetings with industry vendors or attending webinars remotely are just a few ways to increase your knowledge and obtain valuable information.

If your diversification plans include similarities to your existing industry and service offerings, the skills and knowledge required may already be somewhat in line with the skills you and your staff already possess. As a result, there may not be a need for extensive training or a requirement to learn new techniques that are completely outside your comfort zone.

Perhaps your salon service menu has been exclusive to UV-tanning equipment and related products? Self-care and

wellness are a vital part of everyone’s overall well-being. Incorporating ancillary services such as custom airbrush tans, adding units with red light and infrared light, or even incorporating hydro-jet water massage units will prove to be an attractive extension of services and the products that complement them. Doing so will allow you to appeal to a diversified customer base –and year-round, as well. As a bonus, these same customers may utilize your tanning equipment, even if it’s something they may not have previously embraced!

electronic appointment book, a check-in option for customers, or an employee scheduling module? Do you have the ability to mark non-regulated services as exempt from the excise tax?

Part of your growth strategy may also include opening additional facilities. Again, you need to make sure you have a software solution in place that will accommodate this type of growth. Once you expand to a multi-location environment, it is crucial that your system is easily scalable, networkable and that it updates

An important item to consider as you plan to diversify your business is the software program required to accommodate your new services and products. You will want to determine whether your existing program will meet your new needs, and if not, what would be the process and costs involved with implementing a new one? Using the example above, if you are contemplating adding custom airbrush tans to your menu, does your current system offer necessary features such as an

AbouttheAuthor:

in real-time. You will also want to confirm that your software program has a utility available so that you can continue to operate your business seamlessly should an unfortunate situation such as an internet outage occur.

Whether it’s expanding your offerings or increasing the number of locations you have, make sure your growth plans incorporate diversification, and be confident that the tools and resources you employ will aid in your success! ■

Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models. Call Melissa at 866.SUNLYNC x3 or email mdamiani@sunlync.com.

Customers attracted by your new service menu may utilize your tanning equipment, even if it’s something they have not previously embraced!

6 Common Instagram Business Targets

ByGrantCardone

WHYshould YOU leverage Instagram for business?

Besides the fact that 81% of retail customers do research online before buying, there is another massive reason to make Instagram a part of your business strategy …

People buy from people, not companies.

The real power of marketing on social media is how it humanizes your brand. The world gets to know and like you before they purchase. Ads and websites can provide information to try and develop this relationship, but it’s not the same. Social media accounts come off as more authentic.

Now, Instagram in particular was built to share visual media like photos and videos. So, let’s set the parameters for your appropriate business targets with this tool …

What do business goals for Instagram look like?

Your goals with Instagram will determine everything from the type of account you choose to the kind of content you post. That is why you need to be crystal clear on your objectives.

Remember, your Instagram promotion should support your overall content marketing strategy.

At the end of the day, you are a business owner. You must use all of your social media platforms to promote your company, products and offers; Instagram is no exception.

1. INCREASE BRAND AWARENESS

At the very least, brand awareness should be your goal with IG. I think we can all agree our businesses need as many people as possible to know about us.

2. SHOWCASE PRODUCT

Because Instagram is visual, it is a great place to post high-quality photos of products to entice clients.

base because the buyers feel like they are a part of something bigger.

Social media is where you can create that feeling of community with your ideal audience. For example, network marketers and influencers utilize Instagram for this every day.

5. INCREASE SALES

Whether through the IG shop feature or linking to your online store, it is always a solid goal to want to increase sales. When you have a tool like Instagram to guide you for free, this business objective becomes more relevant than ever.

6. PUT A FACE TO YOUR BRAND

3. ESTABLISH AUTHORITY

Why are your products the best? Why should customers take your recommendations over others? This platform gives you the chance to show people why you dominate the competition. Take advantage of that.

4. BUILD A COMMUNITY

Certain brands have such a loyal customer

In today’s marketplace, your customers have more options of places to buy from than ever before. For that reason, they often make their decisions based on who best aligns with their personal beliefs. Instagram is where you can show them who you are and what you represent.

These are just a few examples of what you can aim for with IG. Personally, I would work to eventually include all of them in your marketing strategy.

Next month, I want to show you how to measure the effectiveness of your Instagram marketing efforts. ◆

AbouttheAuthor: Grant Cardone is a New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.

YOUR GOALS WITH INSTAGRAM WILL DETERMINE EVERYTHING FROM THE TYPE OF ACCOUNT YOU CHOOSE TO THE KIND OF CONTENT YOU POST.

TimeforHot SummerSales!

Aswe head into summer, it is imperative to focus on ways to keep our retail business thriving through what is normally known as the “slow season.” The summer months are the time for vacations, beach days, BBQs and nice weather for much of the country – all of which take your customers away from the salon as they spend time outdoors having fun in the sun with family and friends. Even though it may be challenging to encourage tanners to visit salons for a UV session like they do in the springtime, there are other ways you can increase revenue during these slower months.

Use summer travel to your advantage.

We tend to look at summer travel as a negative because our regular tanners are away on trips. I challenge you to look at the summer travel season differently. Think of all of those who are traveling and coming to your town to visit/stay near your salon. There are several ways to drive those people into your salon. You could offer a vacation discount coupon such as “One Day All Access Pass” or “3 Sessions Good for 7 Days” – both sold at a fixed price. Make this available to anyone throughout the summer, and advertise and distribute the coupons to local hotels and travel centers, and post about them on Tripadvisor. People tend to “treat themselves” while on a vacation, which is why day spas are so popular in destination locations. If you have spa services or even

teeth-whitening or spray-tanning, etc., offer a fixed rate ‘‘Summer Spa Day” to attract those visiting your town.

Choose the RIGHT retail items.

Are you near a beach, river or lake? If so, offer the items that people would stop in and buy from you for those activities –SPFs, beach towels, sunglasses, tumblers, beach bags, etc. Many tanning product distributors offer a wide variety of these

By Lisa Saavedra

something you liked either outside or in the window and walked into the store to browse. Why not try and create that same kind of feel at your business? We are a retail business, after all. You can easily set up a little table outside your front door where you can display summer retail items, special buys, travel gift bags, etc. You can even include your tanning specials printed and framed to attract sidewalk shoppers – anything that will en-

Keep the cash registers ringing with your regular customers, as well as those who are just visiting and ready to treat themselves at your salon!

types of retail items that make good summer impulse buys for your regular customers (who doesn’t need another cute pair of sunnies?) and essentials for those who are just in your city for a short visit.

Step outside!

Most retail boutiques and shops have “sidewalk sales” and I am sure at least once you have walked past a store, saw

AbouttheAuthor:

tice those walking by to stop, take a look at what you have to offer and hopefully, come inside and make a purchase.

Even though summer is known as our industry’s “slow season” there are ways to keep the cash registers ringing with regular customers, as well as those who are just visiting and ready to treat themselves at your salon! ■

As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times.

Commit to Your Tan

It’s Always PREMIUM Skincare Season

By Madeleine Harrington Digital Marketing Coordinator & Product Specialist

There are four times of year when our skin needs hydration: fall, winter, spring and summer!

As summer approaches and the weather gets warmer, we find ourselves longing for that healthy-looking, sun-kissed glow. To maintain your gloriously bronzed skin, a hydrating tan extender must be included in your daily regimen. The importance of hydration is not limited to your water intake – it also includes the products you apply to your skin.

The difference between Devoted Creations moisturizers and one you may purchase at a drug store is the specific skincare ingredients in every DC formula. They all are aloe-based, which delivers hydrating, moisturizing and healing properties, along with premium skincare ingredients that help calm redness and imperfections while nourishing and hydrating without leaving your skin with a greasy feel.

Another important point to note is the uniqueness of our tan extender formulas. For example, Cloud Kissed™ is a much thicker lotion than Frose Fantasy™. This is because while Cloud Kissed is great for moisturizing your skin anytime, the thickness of the lotion is specially designed to care for that dry, winter skin.

Regardless of whether you tan in the bed, in the sun, or not at all, daily moisturization is crucial to maintaining healthy skin all year long.

Now that we’ve discussed the basic importance of hydration, it’s a good time to introduce our newest tan extender: Barefoot Beachwood™. For 24-hour, sunrise-to-sunset moisture, this formula is perfect for summer! Its newest ingredient is Cacay Oil, which is a natural source of fatty acids and vitamins A and E, so it helps encourage skin cell production. Cacay Oil offers healing and hydrating properties while also working to combat fine lines, wrinkles, dryness, dullness, uneven skin tone and discoloration while helping to restore luminosity. Barefoot Beachwood also contains Coffeeberry, an antioxidant powerhouse that improves skin elasticity. With that said, having a line of 12 different moisturizer formulas makes choosing one difficult, because not only do they all smell great but the unique premium skincare ingredients they contain allow our moisturizers to work great, too!

We took to our socials to ask what our fans’ favorite DC moisturizer is and why ... Although, their current favorite might change once they get their hands on a bottle of new Barefoot Beachwood! ■

The Crowning Glory of Indoor Tanning

By Gary Lipman

“Wow! It is soooo busy in the salons!” Not my words, but those of my team reporting feedback from customers – when they can’t reach them! These are indeed fantastic words to hear – although perhaps not so much when salon operators are so busy they struggle to find time to place their product orders; but then again, that is always easily resolved.

Thankfully, the momentum generated for our industry in 2022 shows absolutely no sign of abating, indeed quite the opposite.

property on London’s chic Bond Street, that is believed to have set a record rent for the UK, easily surpassing the previous record set in 2016. So, here we have a fabulous combination of indoor tanning and luxury goods obviously appealing to the much-desired wellbeing sense of looking good and feeling good.

There will be a further reason for many to embrace the wave of wellbeing as we approach the first British coronation of a new monarch for 70 years. King Charles

as they start their pre-holiday tanning a little earlier than usual to be looking their best at their chosen activities to celebrate the coronation. We can certainly expect a huge swathe of the population to be out and about enjoying the coronation and the additional public holiday gifted for the occasion. And, as such, we will all have our fingers crossed for some outdoor sunshine on this occasion, as well.

It looks as though professional salon operators will hardly have time to take a breath this year before the holiday season really kicks in. This is when salon owners who have planned well will benefit from their investment in new equipment and/or well-maintained and serviced tanning beds, sitting alongside a host of new lotions to keep their cash registers pinging.

The season once again started early this year. We are also seeing media reports with some encouraging signs regarding improved footfall on the local high streets (shopping areas) and this can only be additional good news for salon owners.

With the precursor that I welcome it with open arms, it is a somewhat bizarre situation that even though we find ourselves in the midst of a cost of living crisis with interest rates and the rate of inflation at their highest for many, many years, certain sectors –and amongst them the business of indoor tanning – are doing remarkably well.

Another interesting sector that appears to be bucking the trend is that of luxury goods. Not so long ago, available retail spaces on the high street were genuinely struggling to find new tenants. However, in a perhaps unexpected turn of events given the current economic climate, a luxury group owner recently agreed to a lease for a six-story

III will have been crowned by the time you read this article, but at the time of writing we are already beginning to see the media’s attention ramp up for the occasion and so, as if by osmosis, will the public’s excitement. Given that the King’s coronation will be such an historical event, the UK in general and London, in particular, is buzzing with tourists. And financial analysts are also predicting it will very likely bestow a much-needed boost to the UK’s economy.

Quite frankly, timing of the coronation will be perfect for indoor tanners

AbouttheAuthor:

Everyone loves a reason to celebrate and whether it is for the King’s coronation, a much deserved holiday or simply “why

In the tanning industry since 1982, Gary Lipman is Managing Director of the UK subsidary of Ergoline, and runs Ergoline Plus, the exclusive distributor for a wide range of sunless products & spray systems. He is also Chairman of the UK’s Sunbed Association & a European Sunlight Association member.

Whether it is for the King’s coronation, a much deserved holiday or simply “why not?”, there can be no doubt ... it definitely is time to tan!

How About the Facts?

ByJoeSchuster

Nomatter the time of year, I like to keep abreast of what our detractors are saying. As we cruise into the heat of summer, let’s check out what some folks across The Pond have to say about our industry. From the UK’s Mancunion (written and produced by Manchester University students) comes these wonderful tidbits.

University researchers claim it may be time for a nationwide ban on sunbeds. “Banning sunbeds in the UK would ‘substantially reduce’ deaths from melanoma, according to a team of researchers from the University of Manchester. It could also save the NHS over £700,000” (about $880,000 U.S.).

Hmm, really? How so?

Well, these folks claim that they tracked the impact of such a ban on over 600,000 British 18-year-olds. “Ban sunbeds” they say, and it would result in 207 fewer deaths from melanoma.

Cut to me peering over the top of my reading glasses and again asking, “Really?”

So, not 206 or 208 fewer deaths, but exactly 207?

Okay, follow my line of thinking on this. As those who have successfully passed the industry’s premier education

program – Sun is Life® – are aware, just banning the use of sunbeds does not stop the occurrence of melanoma. This skin cancer can be fatal for sure; however, heredity, light skin, living near the equator or at high altitude, experiencing significant and repeated sunburns, having light eyes, freckles, 50 or more significant moles on one’s body and excessive UV exposure are all significant risk factors. Those Brit lab coats conveniently (and conspicuously) left these facts out of their research.

They do point out that “aside from the obvious significant impact on patients, treatment of these cancers also places a large burden on their national health system.” So, now it’s “follow the money” time, is it? Look, I’m not a doctor (I don’t even play one on TV) but my gosh, people! Facts are facts. Simply banning sunbeds doesn’t make melanoma go away. What makes these researchers certain that these young adults will never receive UV exposure from the sun? How about this nugget of wisdom from them? “Anyone who has used a sunbed increases their risk of melanoma by almost 60%.” At this point, I’m getting irritated at repeatedly looking over my reading glasses and asking, “Really?”

Let’s break it down.

1. Anyone? “Anyone” of any skin type or just white skin?

2. “Uses a sunbed.” Uh, what brand of sunbed and how many lamps?

3. “Increases their risk.” So, regardless of the length of the exposure, (even 30 seconds?) it will increase your risk by 60%?

This is typically quoted from the World Health Organization’s comment on sunbed usage. And no, they do not quantify any of the questions listed above.

As I always assert – the foundation of Sun is Life: Millions of people weigh the risk/benefit of UV exposure and choose to achieve a cosmetic tan in a professional indoor tanning facility where exposures are delivered responsibly and in moderation, according to individual skin type and controlled by a timer system that minimizes the risk of sunburn. ■

Get the Facts with...

By Grant Cardone

STEP #1

Aim for More than $1 Million.

Itis safe to say that most people want to become millionaires. The problem is they don’t know HOW. In this article, I’m breaking all the rules and showing you the ten steps that can make ANYONE a millionaire.

I know what you’re thinking: “Grant, there is no way it is that simple to become a millionaire.”

First of all, I never said that it would be easy. However, I do maintain that anyone can become wealthy. Following the ten steps below won’t get you rich quick, but they will help you get rich for sure. Keep reading if you want a better quality of life for yourself and your family.

STEPS TO BECOMING A MILLIONAIRE

Before I outline these steps for wealth creation, there is something important I want you to note:

THERE IS NO SHORTCUT TO SUCCESS.

You have to take ALL these steps and put in the work. And, all of this starts with the right mindset.

This first step sounds odd, but hear me out. If you set your target for $1 million, you will underestimate the effort to reach your goal. Then, you’ll fall short. Therefore, I suggest you set your sights on at least $10 million. Don’t get intimidated. You’re just setting a goal. THE WORST THING THAT CAN HAPPEN IS THAT YOU ACHIEVE IT.

STEP #2

Crunch the Numbers.

Once you have your goal, break down how much work you would have to do to earn that amount. This is what I mean: If you are paid hourly, how many hours would you need to work? If you get a commission, how many sales do you need to make?

This formula will give you the correct estimation of effort needed to become a millionaire. Look, you need to have a path to follow or else you will get lost. On the other hand, you need to have something pulling you forward.

STEP #3

Figure Out “Why?”

The third thing you do to become a millionaire is probably the most important step of all. YOU MUST DETERMINE THE REASON WHY YOU WANT FINANCIAL

– OTHER THAN ACQUIRING MATERIAL THINGS.

Become a MILLIONAIRE in 10 Steps

FREEDOM

If you’re in the game for cars, watches and jets, you will eventually give up.

The answer to this question is different for everyone, but your reason has to be big enough to keep you in it for the long haul. Because from here on, it only gets harder.

STEP #4 Look at Your Target DAILY.

Next, you are going to write down your goals every day – better yet, multiple times a day. When you do this, it keeps your objective at the forefront of your mind. And in my experience, WHAT YOU PAY ATTENTION TO, YOU GET.

Nonetheless, relying on the laws of attraction alone won’t bring in the cash.

STEP #5 Be Hard on Yourself.

Now, I believe that there are so few wealthy people in the world because people have a hard time with this step: HAVE DISCIPLINE.

Real, lasting success requires you to be focused and consistent – as well as do what others won’t. Working before and after hours in addition to weekends is all par for the course if you want to become a millionaire.

Simultaneously, you’ll have to dominate Step #6.

STEP #6 Master Your Craft.

We all have something we can do better than anyone else, and I’ll share a secret with you … IT MAY BE SOMETHING

YOU HATE DOING!

There is only one surefire way to get overpaid, and that is to become great at what you do. So whether you are “passionate” about it or not, become irreplaceable. Make sure you nail down this step because this stream of income will be the foundation of your financial strategy.

point. But if you’ve watched documentaries about certain celebrities, you know that spending wealth too freely, too soon is often the beginning of the end. In contrast, the next move is what will ensure you become a millionaire – and stay one.

STEP #9 Put Your Money to Work.

During this step, you are finally going to use the capital you have been saving all this time. PUT YOUR MONEY INTO A SECURE, CASH-FLOWING INVESTMENT VEHICLE.

This stage separates the rich from the financially free.

A passive income continues to pay you 24 hours a day, seven days a week, rain or shine. Only when your passive income is equal to or greater than your earned income can you start spending like a baller.

Still, there is one last step to really seal the deal and become a millionaire.

STEP #7

Follow the 40% Rule.

So you’re honing your trade and earning a steady income. Great! We’re over halfway there. There is just one thing … The next action on this road to becoming a millionaire is to save 40% of your gross income. You are going to put that money somewhere that you can’t touch it until you’re further in this process. I’ll tell you what you’re going to do with it shortly.

For the time being, you’re going to live modestly.

STEP #8 Don’t Change Your Lifestyle.

If you’ve followed my advice to this point, you’ll start earning more money pretty soon. However, you’re going to need to take the previous step further to make it to the finish line. DON’T START SPENDING MORE BECAUSE YOU START EARNING MORE.

It is very tempting to “let loose” at this

STEP #10 Invest in YOURSELF.

Last but not least, you need to strengthen the most valuable asset on your journey to becoming a millionaire: yourself. This can be accomplished in the form of physical training, networking and self-development. More importantly, you should follow those who have already become millionaires.

See, I have not only made millions, I recently became a billionaire. Even though there were ups and downs, I promised that if I made it I’d show others how I did it.

This is where my 10X Boot Camp Interactive comes in. During this virtual event, I go more in detail about these steps and other principles of success. Visit gc.GrantCadone.com to secure your access.

Invest in yourself. You owe it to yourself and your family to be great – and become a millionaire. ■

Cardone Capital provides this content for educational and informational purposes only. Individual results may vary. You should perform your own due diligence and seek the advice from a professional to verify any information on our website or materials that you are relying upon if you choose to make an investment or business decision. Investment, real estate and business involve great risk and there is no guarantee of performance or results. We are not attorneys, investment advisers, accountants, tax professionals or financial advisers and any of the content presented should not be taken as professional advice. We recommend seeking the advice of a financial professional before you invest, and we accept no liability whatsoever for any loss or damage you may incur.

Real, lasting success requires you to be focused and consistent – as well as do what others won’t.

New SHOES for Your Digital Identity: HOW TO REVAMP YOUR ONLINE PRESENCE AND STAND OUT!

By Ford Saeks

INtoday’s digital world, your online presence is crucial to the success of your business. Are you struggling to stand out among the competition? Regardless of your type of business or organization, it may be time to give your digital footprint a fresh update. In the same way, you would buy new shoes to step up your style or your game; it’s time to step up your online presence with these five expert tips. In this article, we will share how to optimize your website for search engines, create valuable content, leverage social media, use email marketing and analyze your data to drive more traffic to your website and improve your online visibility.

COMMON MISTAKES BUSINESSES MAKE WITH THEIR DIGITAL FOOTPRINT:

• Believing that having a website is enough: A website is just one aspect of a business’s digital footprint. It is important to have a presence on multiple platforms and actively engage with customers on social media.

• Ignoring mobile optimization: With more and more people accessing the internet on their mobile devices, it is crucial to ensure that your website is optimized for mobile viewing.

• Focusing solely on quantity over quality: Having a large number of followers or likes does not necessarily translate to success. It is essential to focus on building a dedicated and engaged audience.

• Believing that social media is a one-way street: Social media is not just about promoting your business, it is also about engaging with your audience and building relationships.

• Believing that paid advertising is the only way to reach a wider audience: Organic reach can be just as effective as paid advertising, by creating valuable and engaging content, utilizing SEO, and building relationships on social media.

STEP UP YOUR DIGITAL GAME WITH THESE 5 TIPS TO IMPROVE YOUR ONLINE PRESENCE:

1. Optimize your website for search engines and voice search. Ensure that your website is optimized for search engines by using relevant keywords, meta descriptions, and alt tags. Additionally, consider optimizing for voice search by including long-tail keywords, conversational phrases and

using natural language. This will help your website rank higher in search engine results, making it more likely that people will find your business when searching for relevant products or services.

2. Create high-quality, engaging content. Produce valuable and informative content that speaks to your target audience. This could be in the form of blog posts, infographics, videos, webinars, podcasts, and social media posts. The more value you provide, the more likely it is that people will return to your website and share your content with others.

3. Leverage social media and user-generated content. Social media platforms are a great way to reach a wider audience and drive traffic to your website. Make sure to create a consistent brand voice and regularly post engaging content. Use social media ads and influencer marketing to reach even more people. Also, leverage user-generated content, like customer reviews, case studies, and testimonials, to build trust and credibility.

4. Use email marketing and automation. Email marketing is still one of the most effective ways to

reach your target audience and drive traffic to your website. Make sure to segment your email list and send targeted messages to different groups of customers. Additionally, use automation to streamline your marketing efforts, such as sending abandoned cart emails, welcome emails, and birthday emails.

5. Analyze your data and optimize for conversion. Track your website’s traffic, bounce rate, and conversion rate using tools like Google Analytics. Use this data to see what’s working and what’s not, and make adjustments accordingly. Optimize your website for conversion by A/B testing different elements, like headlines, callto-action buttons, and layout.

INconclusion, just like your shoes need an update to keep up with the latest technology, trends and styles, your digital footprint needs fresh new strategies to stand out in today’s digital world. Building a strong online presence takes consistency, time and effort. To gain the competitive edge you need to succeed, step up your game with an upgraded digital footprint and just like slipping on a new pair of runners, watch as your business takes off. ■

TO GAIN THE COMPETITIVE EDGE YOU NEED TO SUCCEED, STEP UP YOUR GAME WITH AN UPGRADED DIGITAL FOOTPRINT.

ABOUTTHEAUTHOR

Ford Saeks, the Business Growth Expert and Hall of Fame Keynote Speaker, is the go-to expert for organizations looking to take their growth to the next level. As host of The Business Growth Show Podcast, he shares a wealth of expertise on trends, innovation, and success. #Fordify #BusinessGrowth #Marketingtips and visit his website ProfitRichResults.com

Amplify Business Value byAmping Up Your Brand

By Jane Cavalier

Branding is not what you may think. When executives consider branding, especially those with strong financial experience and limited marketing exposure (a classic CFO), they often see an expense with questionable ROI. They see a logo, tagline, website, marketing materials and equate those with the brand. While these are tools for delivering and building the brand, they are not the brand. The brand is a deliberate mental framework with a set of perceptions that resides in the mind. It is a result of brand-building actions and creates value by influencing decisions. That’s the priceless value of a powerful brand – almost invisible influence. It’s why iconic investor Warren Buffet recommends investing in companies that have a powerful brand.

Learn how a powerful brand maximizes value and mitigates risk for your business.

Emotional Influence Makes a Difference

People are making decisions about your business all the time. If you want to influence their willingness to try something new, give you a shot, overlook the imperfect, buy more, pay more, cut you a break – an emotional advantage tips the scale in your favor.

Your brand is a mental filter that affects how people think and feel about your company, products and people. It shapes how people interpret what they see/experience and what they are willing to believe, accept and forgive. The Johnson & Johnson company has saved hundreds of millions in downside costs and produced even more in revenues with accelerated adoption of new products, by leveraging a brand built on the pure, trusted bond between a mother and child. That brand essence along with the “healthcare company” positioning (vs. a pharmaceutical company positioning) softens the edges, warms the heart and keeps people predisposed in J&J’s favor.

More Control Over the Human Side of Business

As a leader, you have experienced more and faster change these days than your predecessors did in twenty. You face challenging times fraught with unprecedented emotional volatility. It is a VUCA world – volatile, uncertain, complex and ambiguous. The COVID-19 pandemic, Great Resignation, war in Ukraine, remote work, supply chain disruptions and extreme weather are

so they remain by your side and behind your business in an upside-down world.

Branding is less about marketing and more about business strategy and control. It is a strategy to consistently influence people from the inside out. Branding is soft power, not hard power. If you want to influence customers, partners, employees, regulatory authorities, journalists or anyone who can affect your business, think about the value of having a brand filter in place to shape perceptions and emotions. Alternatively, think about how not setting that mental construct and allowing the market or competitors to define it, creates risk. In today’s tumultuous cancel culture world, many consider branding an essential risk mitigation strategy.

Powerful brands are built to influence emotions, and help people to see things in a specific way.

Experts tell us that up to 90% of decisions are based on emotion. From Wall Street to Main Street, people use their “gut” and take pride in making up their own mind. They even refute facts and authority when feelings are strong. Powerful brands are built to influence emotions, and help people to see things in a specific way. Powerful brands define a context and make people feel. Think John Deere, Patagonia, Nike, Chanel, American Express, the U.S. Navy, Yeti, Apple and the list goes on. There are also tiny brands in niche markets that wield enormous brand authority.

some of the things that have businesses scrambling to keep up with constant changes in human behavior. You can address these shake-ups with a powerful brand so they don’t shake down your business. Convey calm in these stormy times. Provide warmth in a cold market. Deliver clarity in a sea of confusion. This is how to break through to people

ABOUTTHEAUTHOR

Don’t let lack of time and resources and outdated legacy thinking stop you from doing everything it takes to influence the people that make your business live or die, grow or shrink. Take a hard look at what can really move the needle, and you’ll find it all comes down to people. Your brand is the asset that can deliver the sustainable emotional advantage needed to influence people –which sometimes means saving the day. When you build your new playbook for the new world, add what others may miss. Build a powerful brand and reap the priceless dividends that only an emotional advantage can deliver. ■

Jane Cavalier, Founder & CEO of BrightMark Consulting

Bestselling author (The Enchanted Brand, Amazon) and business strategist, Jane has built powerful brands like Snapple and Qwest and delivered branding solutions for companies including Samsung, Exxon, Johnson & Johnson, American Express, IBM and iRobot for over 25 years. Learn more at brightmarkconsulting.com and visit theechantedbrand.com

IST has the experts!

Grant Cardone CARDONEZONE

A New York Times bestselling author, the No. 1 sales trainer in the world, and an internationally renowned speaker on leadership, real estate investing, entrepreneurship, social media and finance. His companies have annual revenues exceeding $100 million. Forbes named Mr. Cardone #1 of the “25 Marketing Influencers to Watch in 2017.” He regularly appears on Fox News, Fox Business, and MSNBC, and writes for Forbes, Success Magazine, Business Insider, CNBC, and Entrepreneur. He urges his followers and clients to make success their duty, responsibility and obligation. He currently resides in South Florida with his wife and two daughters.

Melissa Damiani SUNLYNC SOFTWARE, INC.

Melissa Damiani is the Sales Manager of SunLync Software, Inc. a member of the JK-North America group of companies. With the company since 2002, Melissa has served the organization in several capacities, and has extensive knowledge of all aspects required to deliver robust salon management software solutions that are designed to enable measurable growth within its users’ ever-evolving business models.

Jerry Deveney SUNFORCE MARKETING, INC.

Jerry Deveney is the President of SunForce Marketing, Inc. He has been actively involved in the tanning, spa, wellness and fitness industries for more than 30 years. His company provides business analysis and consulting services in the areas of sales, marketing and operations. Jerry has worked in almost every industry sector including salon management, equipment manufacturing and distribution, new product development, regulatory affairs, and sales & marketing.

Gary Lipman ERGOLINE-UK, ERGOLINE PLUS

In the tanning industry since 1982, Gary is Managing Director of the UK subsidiary of Ergoline, and runs Ergoline Plus, the exclusive distributor for a wide range of sunless products and spray systems. He is also Chairman of the Media Committee for the UK’s Sunbed Association & a European Sunlight Association member.

Lisa Saavedra DEVOTED CREATIONS

As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 18 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen the IST Magazine “Person of the Year” five times.

Joe Schuster SUN IS LIFE ®

An industry veteran and consultant, Joe has taught salon operator training since 1995 and has served as an advocate for indoor tanning in many capacities. A sought-after speaker and presenter at both national and regional trade events, he also interacts with the FDA, state and local regulatory agencies. Joe is director of Sun is Life Training & Certification.

Leif Vasstrom SUPRA

Industry veteran Leif Vasstrom founded Napa, CA-based Supra Brands Group in 2004, and has been at the forefront of sunlamp innovation since 1978. He opened the first tanning salon in NYC on Madison Avenue in 1978. In 1985, his company designed the Breeze Salon Software and business management program, acquired by SunLync in 2003. He launched the Silver Solarium equipment line in 1978, and Dr. Müller systems in 1993. In 1986, he helped start Applied Digital (T-Max). In 2011, Supra acquired industry forum tantoday.com as a means to further the message about the positive aspects of moderate UV exposure.