Issuu

From the Publisher

Wrappin’ Up Strong! Dear Readers,

So, you made it through JASON and I hope you’re getting ready to close out 2023 with rockin’ holiday sales numbers! For some great tips for holiday promotions and getting prepared to make the most of the upcoming Busy Season, be sure to check out “Lync IT,” “Notes from the Road,” and “Trending@DC.” As always, IST Magazine is all about helping you succeed in the tan biz. Want to create a more successful team? IST can help with that, too! The Sun is Life® Training & Certification program has helped thousands of salon operators “up their game” with a well-trained team to represent their business behind the front counter. Sun is Life is super-affordable, easy to access online anytime and will elevate your staff’s professionalism while also allowing them to enjoy their jobs more with increased confidence. A happy staff equates to lower turnover which saves on training costs. A happy staff keeps your customers happy – and happy customers are loyal to your business! It’s a small investment with big dividends. IST Magazine was honored to have Sun is Life included again as part of the many education opportunities offered at the well-attended National Tanning Expo (NTE) in Nashville in October. The robust attendance and high energy level were encouraging indicators for 2024! It’s always a great time to catch up with industry veterans and meet people excited about joining the tan biz community. An enthusiastic group of salon professionals took advantage of the Sun is Life Certification classroom session taught by my lovely daughter, Courtney. All of the students passed their exams and one of them is highlighted in the “Salon of Distinction” feature – Erin Edwards, Owner of Cabana Salon in Chicago, IL. She also offers some very kind words about her Sun is Life Training experience on page 26. Red-light systems were prominent at the NTE; it’s a hugely popular service and very easy to add to your salon menu. My good friend and industry veteran Jerry Deveney offers an informative article about red light on page 38. Finally, we’re happy to announce the 2023 Industry Choice Awards Winners (pg. 10-11)! Our readers stepped up to vote for their favorites, resulting in two tied categories. Of course, there are many repeat winners – they continue to lead our industry in product innovation and deserve recognition. I wish you and yours the very happiest of holidays!

Thanks for reading!

Publisher Vince Lorraine Editor In Chief Vince Lorraine Managing Editor Sherron Barden Assistant Editor Peter Hinterman Editorial Advisory Sherron Barden Graphic Design Hailey Carriger Accounting/Circulation Kim Davis Senior Account Executive Terese Allen Contributing Writers Grant Cardone Melissa Damiani Jerry Deveney Gary Lipman Lisa Saavedra Joe Schuster Leif Vasstrom Alex Zeedyk

HOW TO REACH US

14165 FENTON RD., FENTON, MI 48430 810.230.1735 fax 810.230.1115 ist magazine.com

INTERESTED IN ADVERTISING?

CONTACT SALES@ISTMAGAZINE.COM December 2023 | Volume 27 | Issue 11 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.

Vince Lorraine, Publisher

If there’s something you’d like to see in your IST, please email vince@istmagazine.com. 6

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COLUMNS

IN EVERY ISSUE 50 Monthly Motivation

28 Product Showcase

26 From Our Readers

52 Notes from the Road

62 IST Contributors

44 ASA News

54 Trending@DC

63 Distributor Contact

48 Lync IT

56 UK View

From the Publisher

Cover image by comicsans / stock.adobe.com

Contents

December 2023 Volume 27 • Issue 11

FEATURES 10 Industry Choice Award Winners 12 National Tanning Expo A Sign of a Great 2024!

18 Industry News

25 Years of Mystic Tan

20 7 Questions with ... Gracie French

National Sales Trainer, Devoted Creations

22 Salon of Distinction Cabana Salon Chicago, IL

36 “Sunset Showdown” A Recap

JK Ergoline Hosts Nashville Event

38 Red-Light Therapy

Science & Business Applications

58 Get the Facts ...

... with Sun is Life® Training

Special Interest

s e t o The v n! are i Here are your 2023 Winners ... LOTIONS

SUNLAMPS

Bronzer

Low-Pressure

Devoted Creations

Four Seasons

Non-Tingle

High-Pressure

Devoted Creations

Supra Brands Group

Beyond the Beach

Moonrise

Tingle

White 2 Bronze Tingle Devoted Creations

After-Tan Moisturizer Barefoot Beachwood Devoted Creations

Package Design Metaphoria

December 2023

Supra 500-800W

UV SYSTEMS Low-Pressure Sunbed Vitality PLT

Ergoline - JK Products & Services

Stand-Up

Sunrise 7200 Hybrid Ergoline - JK Products & Services

Devoted Creations

Radiance R2

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SUNLESS PRODUCTS

TANNING ACCESSORIES - TIE

Airbrush System

NailSavers Twilight Teeth

Sunless, Inc.

Eye Protection

Norvell Mobile Z3000

Spray Booth

Flex Podz

Sunless, Inc.

MARKETING

Podz Eyewear

VersaSpa PRO

Professional Spray Solution VersaSpa Ultra Pro Catalina Sunless, Inc.

SALON OPERATION Product/Service

Sun is Life Training & Certification IST Magazine

Salon Software TanTrack Nichesoft

Ad Campaign Design - TIE Devoted Creations Four Seasons

SALON SUPPORT Distributor

Four Seasons Sales & Service

Person of the Year 2023 Megan Racine

National Sales Trainer, Devoted Creations

s n o i t a l u t a r g n o C ! l l A o T XX 11

Feature

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NATIONAL TANNING EXPO A SIGN OF A GREAT 2024! By Sherron Barden

October 21-22, over 600 tanning professionals traveled to Nashville, TN eager for education and networking. “They came, they stayed and they engaged!” exclaimed Four Seasons Marketing Manager, Sheila Routon. “We saw many first-time expo attendees and several new salon owners this year,” she stated. →

Feature

ay One offered many educational opportunities, starting early at 8am with the award-winning Sun is Life® Salon Operator Certification class facilitated by Program Trainer Courtney Lorraine. “The salon operators who spent the morning with me taking the Sun is Life class were great!” Lorraine enthused. “They were obviously interested in having the tools needed to run their salons with professionalism. We covered so much information in the class and they all passed their exams.” While that group was learning about all things UV and much more, others pursued the top-level education offered by Emmett Slone, Four Seasons Digital Marketing Manager, who presented “Leveraging Social-Media to Grow Your Business.” The morning wrapped up with “Lamps Into The Future” presented by Brendan McCarthy of JWNA (JKLight), and an introduction of the new 2024 Sun Evolutions product collection by Gina Jaeger-Morris. Saturday afternoon’s education options included hands-on Norvell spray-tan training by veteran educator Brandon Cardinal, Sunless, Inc. VP of Global Sales. Cardinal was excited about the turnout at the NTE. “The crowds were absolutely electric!” he shared. “From the education and certifications to the main stage presentations – if you don’t attend the National Tanning Expo you are missing out on the most important weekend of your business year!” Also taking the stage to present “How to Increase Sales & Profits – Starting Today!” was returning event emcee, Jerry Deveney, President of SunForce Marketing, who shared his decades of sun business expertise with the attentive crowd. The afternoon’s education featured New Sunshine LLC team members Jason Brooks, Jessica Snider, Katelyn Goeke and Kylie Sinclair with “Where Sunshine Meets Skincare.” Megan Racine of Devoted Creations offered the company’s new 2024 product launch, as well as “Forming Strategic Partnerships and Accelerating Your Success with Devoted Creations.” Presenting “Personal & Business Credit Secrets” was Utah Salon Owner Jessica Spear of Blue Sun Tanning & Spa. “On both days, 14

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we incorporated salon owner presentations into the schedule to offer two full days of education,” Sheila Routon added. As Saturday’s jam-packed agenda wrapped up, V.I.P. attendees were allowed priority access to the exhibit floor and then all were invited to a Welcome Reception with cocktails, hors d’oeuvre, and live music provided by local performer Lauren Vale and Nick Howard, winner of the “Voice of Germany” competition. Attendees enjoyed an appearance by popular New Sunshine lotion spokesperson and “Jersey Shore” cast member Jenni “JWOWW” Farley,

who happily autographed lotion bottles and posed for photos. Attendees were excited to check out the new products displayed on the exhibit floor. Many prizes were given away throughout the weekend, including Amazon gift cards, airline tickets, tanning products, training sessions and more provided by sponsors and vendors. Every NTE attendee received an Expo t-shirt and a gift tote filled with products. “We shipped the totes to everyone the week following the event, so they didn’t have to worry about transporting all the products home,” Routon explained. →

Feature

On Sunday morning, the exhibit floor was bustling as Four Seasons President Melissa Gallion and Master of Ceremonies Jerry Deveney welcomed everyone to the Day Two presentations. To kick off the schedule, JWOWW joined New Sunshine Marketing Director Rachel Harkin on the stage for a Q&A session. They were followed by Brandon Cardinal (Sunless, Inc.) who offered “More Sunless Makes a Lot of $ense.” Salon operators then returned to the stage to offer “10 Ways to Access Money for Your Business” (Jessica Spear, Blue Sun Tanning & Spa) and “How to Add Six Figures by Diversifying with Sunless Services” presented by California Salon Owner Cherie Silva of Mint Bronze & Beauty. After enjoying lunch provided by Four Seasons, attendees gathered for Emmet Slone’s second presentation entitled 16

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“Anyone Can-Va: Utilizing Canva to Design Your Salon’s Digital Identity.” The agenda wrapped up with an informative address from American Suntanning Association Executive Director/Director

“WE ARE THRILLED WITH THE RESULTS AND HOPE IT IS A SIGN OF A GREAT 2024!”

MELISSA GALLION,

FOUR SEASONS PRESIDENT

of Scientific Affairs Joe Levy, and Emcee Deveney moderated the always popular and productive Industry Panel Discussion. The Closing Ceremony included the Grand Prize drawing for a KBL K5 pureSun tanning system, won by attendee

Ashlynn Fairbanks of Blue Sun Tanning & Spa, LLC in Heber City, Utah. “Congratulations and a big thank you to Four Seasons for leading the way and producing a first-class show!” exclaimed Jerry Deveney. “The seminars were standing-room-only and the exhibit floor was busy with enthusiastic salon and spa owners throughout the event. I’m looking forward to an even bigger show in 2024!” Four Seasons President Melissa Gallion was encouraged by the overwhelming response to the Expo. “We hope it is a sign of a great 2024!” she exclaimed. “We are thrilled with the results and want to thank all the attendees and vendors who came to support the event – without them, it would not be possible. We look forward to seeing everyone at the 2024 National Tanning Expo!” ■

News

SUNLESS, INC. CELEBRATES 25 YEARS OF HAPPY, GLOWING SKIN WITH MYSTIC TAN ®

MACEDONIA, OH – Sunless, Inc., the leading premium manufacturer and marketer of spray-tanning systems which include equipment, solutions and self-tan skincare products, is celebrating the 25th anniversary of its popular Mystic Tan brand. Mystic Tan has not only been an innovator in spray-tanning technology but has also been featured in many viral moments and celebrity mentions over the years. Remember the iconic “Friends” episode where Ross gets a spray-tan? That was a Mystic Tan! Mystic Tan is the go-to for a natural-looking glow for all skin tones. Not only does a spray-tan provide a sun-kissed look in just minutes, but it also provides a major confidence boost, firms and hydrates the skin, and helps to maintain a year-round glow. Mystic Tan delivers all this and more in a fun and customizable experience. “We’re proud to celebrate our Mystic Tan legacy of providing the most natural-looking, customizable spray-tans in minutes to millions of fans across the country,” said Ann Weinberger, Vice President of Marketing at Sunless, Inc. “We are thrilled to announce our new innovations to not only delight our current consumer base, but also attract new consumers to the benefits of a custom Mystic Tan spray-tan.” The newest addition to the Mystic Tan family is The Mystic Tan Unity™ Spray system, which provides the ultimate customizable spray-tan experience. Featuring 12 shade options, Mystic Tan Unity allows people with every skin tone to find their ideal glow. The simple, easy-to-follow process requires just two body positions and has guided instructions that make it easier than ever to achieve a natural 18

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Mystic Tan has been the leader in customizable spray-tanning since the late ‘90s, when the brand created the first automated, UV-free spray-tanning machine.

tan. Plus, the new booth integrates with the Mystic Tan Unity app, making it the industry’s first fully-automated, attendant-less spray-tan booth. The new booth will continue to gain presence at salons across the country throughout the rest of the year and into 2024. To continue the celebration, Mystic Tan has rolled out a limited-edition solution scent: Cozy – a warm and inviting blend of vanilla chai, plush cashmere and velvety sweet musk. “Imagine the feeling of sipping your favorite latte on a chilly, brisk day. That is the experience you will

have with the Cozy scent,” Weinberger added. The seasonal scent will be available in participating salons nationwide through February 2024. Mystic Tan is inviting everyone to enhance their natural glow by experiencing a custom spray-tan at a local Mystic Tan brand partner salon. To find a Mystic Tan location, visit Sunless.com and click on “Find a Spray Tan Location.” The company also encourages fans to engage with the social media promotions planned on Instagram, TikTok and Facebook and “share their glow” using #MysticTan25. ■

About Sunless, Inc. Headquartered in Macedonia, OH Sunless Inc. is a leader in spray-tanning and the power behind the best-known brands – Mystic Tan, Norvell and VersaSpa – representing more than 18 million spray-tans per year delivered by more than 7,000 salons and professionals worldwide.

Salon of Distinction

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Cabana Salon An Elevated Experience | Chicago, IL

his month’s Salon of Distinction subject is a relatively new business owner, with just over a year under her belt. With that said, Cabana Salon Owner Erin Edwards hit the ground running and has her future business goals in sight. Let’s find out more about this Chicago tanning facility. IST: How did you get started in the tanning business? EE: I developed an obsession for tanning at a very young age. Cabana Salon was always the staple salon in my neighborhood where I spent a great deal of time. The 10-15 minute UV sessions became more than just an upkeep for me. I took the

time to familiarize myself with all aspects of the business, such as the bed levels and tan-enhancing products. After years of tanning and learning about the industry, it became a dream of mine to one day own this tanning salon. In September of 2022, my dream became a reality! IST: What challenges have you faced as a salon owner? How did you overcome them? EE: Being a first-time business owner was my greatest challenge. Learning the tanning industry regulations, daily operations, salon software, retail inventory, equipment maintenance and sanitation procedures required much

Salon Stats OWNERS: Erin Edwards STAFF: 3 UV SYSTEMS: 7 SUNLESS: VersaSpa PRO

LOTIONS • Designer skin • Australian gold SALON SOFTWARE • Helios

DISTRIBUTOR PARTNERS • Four Seasons • Sunless, Inc.

research and dedication. Fortunately, two staff members (Ali and Liz) also helped in overcoming my challenges. They’ve worked at Cabana Salon for many years and provided insight on daily operations. I am forever appreciative for their knowledge, dedication and loyalty. IST: What do you feel sets you apart from your competitors? EE: Unlike our chain facility competitors in Chicago, Cabana Salon is a family-owned-and-operated business. We’re extremely close with our community and prioritize building connections with each guest to provide an elevated tanning experience. Offering an immaculately clean salon is one of our top priorities that keep customers coming back. The addition of the VersaSpa spray booth provides customers privacy that many competitors are unable to offer with airbrush tanning. → 23

Salon of Distinction

(L-R) The well-trained team at Cabana Salon includes Ali Bailey, Owner Erin Edwards and Liz Bailey.

IST: How would you describe the atmosphere at Cabana Salon? EE: We offer a sparkling clean, cozy and friendly atmosphere. Our staff demonstrates professionalism while deepening relationships with new and existing guests. From day one, I had a vision of how I could make the salon more modern and welcoming. I repainted, purchased new furniture/décor, and updated all tanning rooms and the waiting area. I strive to offer an at-home feeling, just as Cabana Salon once provided me as a customer. Receiving positive customer feedback has given me a sense of accomplishment.

“

In the next 1-3 years, I hope to expand Cabana Salon into a full-service wellness facility.” Erin Edwards, Owner

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IST: What are your business goals for the next 1-3 years? EE: I hope to expand Cabana Salon into a full-service wellness facility. This would include offering the newest LED UV systems and red-light therapy sessions. I would also incorporate the VersaSpa WellFit™ skincare solutions to provide our guests with a whole-body-enhancing treatment. IST: What was your biggest takeaway from the Sun is Life® Salon Operator Training? EE: The biggest takeaway was learning how to be successful and create an ever-growing business in the tanning industry. Being knowledgeable and providing factual information (understanding of UV light, skin-typing, federal and state regulations, equipment and products) will set your business apart in this industry. My staff has a new level of professionalism, knowledge and confidence when assisting our guests. I am extremely grateful for Sun is Life Salon Operator Training! ■

Erin’s mom, Carol Edwards, helped get the business up and running, and helps out in the salon when needed.

From Our Readers

THE RIGHT DIRECTION IST Publisher Vince Lorraine receives message of thanks

Dear Vince, I am the owner of Cabana Salon in Chicago, IL. I was present at the National Tanning Expo in Nashville this year and participated in the Sun is Life Training. I wanted to reach out sooner but have been taking much action at my salon after everything I learned during the class! I want to personally thank you and Courtney [Lorraine] for pushing me in the right direction to make my salon more successful. This training was insightful and your success in this industry is absolutely motivating. I am beyond grateful for not only the training, but to be published in this issue of IST Magazine. Seriously, the most amazing yet nerve-wracking experience! I am a perfectionist, so every little detail had to be perfect. I am so honored that my little salon could even be featured in a magazine, let alone the tanning industry’s number one magazine! Truly an honor. Again, I cannot thank you enough for being a role model in this industry. I hope to one day become as successful. Thank You, Erin Edwards

“I want to personally thank you for pushing me in the right direction to make my salon more successful.” 26

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Product Showcase

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Feature

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SUNSET SHOWDOWN IN NASHVILLE a Recap At

the Westin Nashville Hotel, our “Sunset Showdown” was an unforgettable two-day experience filled with tanning, fun and relaxation. Participants enjoyed exclusive trials of our Vitality TLT & PLT systems that are redefining the tanning experience. We also showcased the Wellsystem Wave and REVIVE PRO IR units that feature red-light technology for holistic well-being.

Your Feedback:

ENHANCING YOUR EXPERIENCE Your feedback has inspired us to keep improving! Your emphasis on providing user-friendly equipment in your facilities and praise for the Vitality PLT & TLT technology drive us to excel. We’re embracing your JKShop ideas, enhancing event practicality and technical support, guided by our customers’ vision for central locations, larger shows and collaborations. We’re grateful for everyone who joined us in creating unforgettable memories in Nashville. Look forward to more exciting events and experiences in the future as we continue to enhance your well-being. Stay tuned for updates and opportunities in 2024. ■

Our Customers Said ... “JK shows are always one of our favorites! Our rep, Terah, is one of the main reasons we go – she goes above and beyond to assist us without being pushy. JK sets the bar high by allowing us to try equipment, a feature no other show offers. As an owner, this practical experience is crucial in making informed equipment purchases. The JK shop also offers great cash & carry deals. We highly recommend attending a JK show!” Victoria Cordes Bear Naked Tanning , Springboro, OH

“As a 37-year salon owner and an Ergoline enthusiast, I was thrilled by Ergoline’s Nashville equipment showcase. The hands-on experience and attentive staff set this show apart. I hope to see it continue in Nashville, bringing innovation to our industry. Thank you, Ergoline/JK!” Teresa Ledford-Burnette LeTanLeBronze Sun Solarium, Weaverville, NC

ASA News

Five Things Your Salon

NEEDS TO DO in AS

the indoor tanning community continues to evolve and grow professionally, the market’s most successful operations continue to focus on key competencies.

1. RECOMMIT YOUR BUSINESS TO SUNBURN PREVENTION.

The science of sun care is coming back to center, as it needs to. As more and more research mounts to support balance, teaching sunburn prevention as a life-long approach to sun care makes more sense than teaching over-use of sunscreen and all-out sun avoidance, which, ironically, often leaves people more susceptible to sunburn when they inevitably do go outdoors. With many researchers now implicating over-zealous sun avoidance as a major public health mistake, and as the dust continues to settle on the scientific discussion of this topic, the professional sunbed salons that will succeed longterm will be those who truly practice sunburn prevention. That means recommitting your stores to teaching sunburn prevention in the salon, as well as teaching your customers how to prevent sunburn outdoors. “There is no future for tanning facilities that are not at the cutting edge of teaching sunburn prevention,” says Joseph Levy, ASA Director of Scientific Affairs/Executive Director.

2. MEASURE YOUR SUCCESS.

Commit to sunburn prevention as a cornerstone to your overall quality – the leading salons are doing this. We suggest you take two days a year and survey your customers about their tanning results at

2024

your store – particularly, measuring your effectiveness at helping them prevent sunburn. “The benefits of this are two-fold,” Levy adds. “What you’ll learn from this is how you can improve your performance. But if you do this correctly, your tanners won’t see this as an imposition. They will appreciate that you are committed to quality and to improving the service you provide.”

COMMIT TO SUNBURN PREVENTION AS A CORNERSTONE TO YOUR OVERALL QUALITY – THE LEADING SALONS ARE DOING THIS. 3. STAY ON MESSAGE.

People come to tanning salons for many reasons. With “indoor lifestyles” as the norm, North Americans get less regular sun exposure today than at any point in our history – which means salon tanners will be turning to you for all of the therapeutic reasons that they would seek natural sun. And even though it’s important that you and your staff understand the science behind all of these reasons, it’s also important that the message projected in your salon is consistent with the fact that indoor tanning is a cosmetic business.

This means the common message about risks, benefits and effects of UV exposure needs to be simple and clear: “It’s my job to get you a beautiful tan and help you prevent sunburn.”

“Everyone agrees there are risks of getting too much UV from the sun or from a sunbed. It’s my job to get you a beautiful tan and help you prevent sunburn.” “I’m not a doctor. There are lots of opinions on this. It’s my job to get you a beautiful tan and help you prevent sunburn.”

4. SPRAY-TANNING IS TANNING.

The UV-tanning community has fully accepted spray-tanning as an equal partner in our overall landscape. Aside from the fact that a spray-tan does not offer the same photo-protection from sunburn that a UV tan affords, spray-tans have come a long way – and so have salons that have integrated spray into their business models. Your salon should embrace the fact that there are two viable ways to help people achieve a golden glow today. UV and Spray support each other.

5. GET INVOLVED WITH ASA.

Since its inception in 2012, the American Suntanning Association: (1) Has held thousands of meetings in Washington, D.C. with members of Congress and their staffs – meetings that are key to protecting the future of your business; (2) Has led state lobbying initiatives in 43 states and has protected the market from over-regulation while promoting the industry’s message of responsibility. ■

About the ASA: Founded in 2012, the American Suntanning Association is committed to defending and growing the industry through a detailed and proactive plan directed by an all-salon board and executed by more than two dozen management and consulting team members who specialize in this type of work.

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TO JOIN ASA TODAY, VISIT AMERICANSUNTANNING.ORG/REGISTER.

Lync IT

Sparkle WILL YOUR SALON

THIS HOLIDAY SEASON?

ow that “Black Friday” is behind us, have you ramped up for the remainder of the holiday season that can be so crucial to your business? You’ve likely been planning for months now; but are you certain that you’re truly ready as a retailer and service provider to realize the opportunities ahead of you at this joyous time of year? Your goal for the holiday season might be to increase your profits over last year, to improve efficiency for your staff during this harried time, to make the process a seamless experience for your customers – or, all of the above. A robust software program can aid you in achieving each one of these objectives, and will do so in a cost-effective manner. Would you like to boost retail sales while rewarding your loyal customers for their patronage during the holidays? One easy way to do so is to increase the discount your EFT members automatically receive on all lotion purchases during the month of December. Or you can automatically reward your guests with “bonus points” for every new customer they refer to your salon, and only allow the points to be redeemed toward product purchases. Doing so will not only motivate existing customers to purchase products, but also to refer your business to their friends and family. You might want to offer a “tan ‘til the end of the year’’ membership at a discounted rate for those new customers that you obtain through your holiday referral program. Simply create a membership that expires for

December 2023

everyone on December 31, and configure a message to appear at the point of sale one week prior to expiration so that your staff is prompted to remind the customer that their promotional membership will expire soon. They might just purchase an EFT membership to follow!

ARE YOU READY TO REALIZE THE OPPORTUNITIES AHEAD OF YOU AT THIS JOYOUS TIME OF YEAR? A sale that is always enticing and simple for you to offer is the BOGO. You might want to consider offering your customers 50% off all items in a particular retail category with the purchase of another item at full price. You can configure this promotion within your software so that the discount is automatically applied to the second item, making it seamless for your staff. You can even have the system allocate the commission earned on the sale price, rather than the full retail price. Another powerful promotion, especially during the holiday season, is offering a

discount on a minimum purchase. If you want to drive service sales, you might think about offering $50 off a minimum $150 service purchase. We all know that trying to find the perfect gift for everyone on your list can certainly cause some anxiety, so it’s no wonder that gift cards and certificates are a popular choice at this time of year. As a result, you may want to look at combining a free gift card with the purchase of another gift card. After all, when redeeming gift cards, most of your customers typically spend more than the value of the gift that they received! Also, if the person purchasing gift cards from you isn’t an existing customer, make sure to capture their email address and cell phone number. There’s a good chance you’ll be able to convert them into a “regular” through future marketing campaigns. Holiday shopping often leaves many of us feeling stressed and overwhelmed – in addition to easing the process for all those involved as your customers give their patronage to your business, make sure that your holiday promotions make it enticing for them to pamper themselves with a relaxing spa or tanning session, too! ■

About the Author: 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.

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NDABCREATIVITY / Mas Water / stock.adobe.com

By Melissa Damiani

Deadly

Monthly Motivation

AVOID THESE MARKETING MISTAKES

ost entrepreneurs believe that spending or promoting too much are marketing mistakes. Not only is this backward, it’s not the only way you’re messing up. With that in mind, let’s discuss what’s killing you in the marketplace – while also making you a master marketer.

BEING CHEAP

That being said, are you crystal clear on your brand and message? It represents your values and purpose; define it and promote it by every possible means.

IGNORING SOCIAL MEDIA & DIGITAL MESSAGING

To be honest, this topped the list of marketing mistakes I made for a long time, not using and abusing every available social media platform. I was being stupid. And, why? For the most part, you can post whatever you want as much as you want. To do the same thing with traditional ads would cost thousands! Not only is social media free, but the whole world is there!

Avoid these

Aside from not marketing at all, the second worst mistake is not investing in the promotion of your brand. Now, this does not mean spending indiscriminately; but cutting costs here isn’t helping your business the way you think it is. IN REALITY, IT’S COSTING YOU THE ABILITY TO GROW! You can’t get to the next level of success doing the same thing. With that in mind, change your viewpoint of what spending on promotion can achieve. And make sure you don’t make the next mistake along the way …

mistakes by making marketing a priority.

NOT ENOUGH CREATIVITY

In the beginning, it is very tempting to play it safe, especially if you don’t have a big budget for promo. Consumers are more overwhelmed by advertising and distracted by their lives than ever. You must break through the noise and take risks. Even then, consumers may still ignore you – but you’ll at least have a fighting chance. You’re making another big marketing mistake if you don’t first know who you are.

UNCLEAR ABOUT YOUR BRAND

I firmly believe that consumers don’t buy from companies, they buy from people. That is why branded content marketing is more effective than traditional methods. 50

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FAILURE TO TAP INTO NEW AUDIENCES

Many business owners tend to focus on their regular customers. There is nothing wrong with showing appreciation for loyalty, unless you fail to show up on other audiences’ radar along the way. Even the best customers will have to stop doing business with you if they get in financial trouble, have a bad experience with your company, or even relocate. Casting a wide net is how the most affluent entrepreneurs

make their mark. Complacency has no place in entrepreneurship.

NO PROMOTION STRATEGY

A great campaign will make consumers feel something and respond. In contrast, you don’t want to follow your heart when it comes to strategy. There is an exact formula for effective advertising: understand marketing essentials, research your niche and stay current with trends.

YOU DON’T COLLABORATE

Another bone-headed move I wish I could go back and do over! I saw everyone as competition and didn’t collaborate. If you correct this one marketing mistake, you immediately solve several others: You tap into new audiences, solidify your brand by who you associate with, AND become more creative. Collaboration is a powerful promotion tool! Team up and connect with your industry peers. After all, there is strength in numbers. You may realize you’ve made a few of these mistakes and they won’t ruin you – right now. You need to recognize and then fix them. All this takes is some commitment and education. I assume your business is your livelihood, something you built from the ground up. So, I also assume you are proud of it. Why wouldn’t you commit to showing it to the world? ■

About the Author: 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.

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kuritafsheen / stock.adobe.com

By Grant Cardone

UK View

EMBRACING TECHNOLOGY

The

By Gary Lipman

UK recently hosted a global Artificial Intelligence (AI) safety summit to address the concerns and opportunities around the irrefutable impact that the wider use of AI will have on all our lives and, according to many, this will not be too far into the future. Technology has always fascinated me – I am a complete geek when it comes to technology and do not mind admitting it. My very first career success was working in the VCR industry, and for those too young to know what a VCR is, I guess Smart TVs and streaming channels would be today’s equivalent. Once I had the opportunity to move into the tanning bed industry (that is a story for another time) you can only imagine my absolute delight at visiting the JK Group’s factory in Germany. The innovation, precision engineering equipment, in fact the entire production process never ceases to avidly claim my attention. I was there in October for an exciting new product launch and there can be no doubt – when I walk into the factory, I am literally like a child in a toy store with eyes out on stalks! 56

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However, according to the tech billionaire Elon Musk, we are to be one of the last generations to experience this buzz – and not just in a technology envi-

UNDOUBTEDLY, CONTINUED ADVANCES IN TECHNOLOGY AND PARTICULARLY IN AI, WILL IMPACT THE WAY WE CURRENTLY CONDUCT BUSINESS ACROSS ALL SECTORS. ronment, but in any workplace. As part of the AI summit mentioned, Mr. Musk was interviewed, somewhat interestingly by our Prime Minister Rishi Sunak MP, during which he delivered a rather bleak predication that tech will eventually make all paid work redundant. Call me old-fashioned, but I simply cannot agree with this. Undoubtedly, continued advances in technology and particularly in AI, will impact the way we currently conduct business across all sectors. Properly regulated (and therein lies a further topic for another time), I believe AI has the potential to be of benefit to all industries

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er be a successful replacement for the valued and desired human interaction that delivers the advice, information, guidance and understanding provided by our professional human salon staff. All those in agreement say “Aye” – not AI. ■ About the Author: 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.

Александр Марченко / stock.adobe.com

—TO A POINT

and sectors, from education and research to, well quite frankly, anything you want to think of. But it is completely understandable that, as with most things in life and certainly with regard to AI, a fear of the unknown has the capacity to make individuals, companies and even governments somewhat anxious. But for all paid work to be redundant? I personally can never envisage a time when humans will not desire and seek interaction with other humans in their everyday activities, unless of course, you are a hermit. Indeed, the pandemic taught us this oh-so-very recently: the less opportunity there is for human connection, the more we will simply desire and need it. And I reiterate interaction with humans, not robots. As such, whilst in our tanning salons we may welcome the advantages of AI and other technology to make our businesses more efficient and effective – I cannot imagine anyone, as an example, losing any sleep over never having to clean a tanning bed ever again because a “cleaning robot” will do it. But one thing I believe is for sure, there will nev-

Feature

LISTEN

A TIME TO H

ave you ever heard the phrase, “you have two ears and one mouth for a reason”? Well, it’s really apropos to this month’s Sun is Life® topic: Handling the Dissatisfied Salon Guest. When we cover this subject in our Sun is Life classroom sessions, many students reference the salon guest type who is dissatisfied with their tanning results or maybe, is not pleased with an EFT draft process or policy. Well, I have to tell you that the old axiom, “the customer is always right” may not be the absolute solution. That’s where the “two ears” part comes in. Listen. Yes, listen. When a guest is expressing dissatisfaction, do not interrupt – hear them out. Perhaps ask a question or two and absolutely do NOT fold your arms in front of you while you speak! (This gesture subliminally indicates that you are on the defensive and blocking out whatever is being said.) Think about a “palms up” posture that would imply “Feel free to open up to me; I’m trying to help you.” So, let’s dive into the guest’s perception of unsatisfactory results. Several points will come into play. First, did you or your staff explain the tanning process, ask the guest about her expectations and then explain the approximate time it takes to not only obtain a cosmetic

December 2023

tan indoors, but also how often she will have to continue UV sessions to maintain it? Here’s an example. Prior to a trip to Cancun in about a month, Guest A comes to your facility to get a base tan. Your staff explains what it will take to achieve that and recommends a session schedule. Guest A buys a ten-session package and starts the next week tanning on Monday, Wednesday and Friday. She comes in the following week on Wednesday and Friday, but then skips a week and returns the following Monday, complaining that she’s not seeing the results she expected after five sessions (thus illustrating the importance of proper record-keeping.) You can offer that the staff explains to all tanners how the tanning process works, how long it takes to develop and maintain it. You have to use the product to get the results! Nonetheless, you can offer a free session to keep the guest satisfied … after reviewing the process with her again! Another frequent complaint comes from the guest who notices the ends of the lamps in the sunbed are dark, and remarks that the lamps must be old and that is why he is not seeing results. End-darkening is a natural process that occurs when the lamp is ignited (lights up). Each time the lamp is started, tiny particles from the filament are loosened and adhere to the inside wall of the lamp. This affects neither the lamp’s life nor the

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UV output, but more observant guests may still perceive that the lamp must be “old.” Typical 100W lamps will average about 700-1,000 hours of effective use. Make sure to log the date of each lamp change and monitor the hours of use. The lamps will have the steepest decline in UV output in the first 100 hours, and then remain quite consistent over the next several hundred hours. A UV meter may assist in tracking decline, but recording the hours of operation is also helpful. So, to sum up, make sure the guest understands that end-darkening is a natural process and that your salon follows the lamp manufacturer’s replacement guidelines. When it comes to handling the dissatisfied guest, there are no absolutes; but remember to listen and be confident that you have factual information to support your suggestion for resolution. And as always, consider Sun is Life® Certification to help make the process easier on yourself and your team! ■

GET THE FACTS WITH...

Talaj / stock.adobe.com

By Joe Schuster

Contributors

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.

December 2023

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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.

Distributors

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.

Suntan Supply 35350 Chester Rd. Avon, OH 44011

440.937.7775

INFO@SUNTANSUPPLY.ORG SUNTANSUPPLY.ORG

Alex Zeedyk DEVOTED CREATIONS

A recent University of South Florida grad, Alex holds a degree in Marketing. She started as an intern in 2021 and has since transitioned into the role of Client Relations and Social Media Specialist. With over five years of experience working in salons, she has real-world knowledge that combines with a passion for skincare and products. Alex works closely with the company’s product distribution network and 5 Star Diamond Salons to provide the support they have grown to expect from DC.

Four Seasons Sales & Service, Inc. 2350 Lakeway Cir. Paris, TN 38242

800.325.2769

SALES@FSTANNING.COM FSTANNING.COM

Marketplace

December 2023 istmagazine.com