Boosting Summer Business with Event Tanning: Weddings, Graduations, and Beyond

By Kristin Jackson

Boosting Summer Business with Event Tanning: Weddings, Graduations, and Beyond

As a salon owner, the summer season is a prime opportunity to attract clients who want to look their best for weddings, graduations, trips, and other special events. Here’s a detailed guide on how to tap into this lucrative market and boost your business by catering to event tanners, complete with actionable items.

1. Target Wedding Parties

Weddings are a significant summer event where everyone wants to look picture-perfect. Position your salon as the go-to place for bridal parties to get their sun-kissed glow.

Actionable Items:

Create Bridal Packages: Offer group discounts, complimentary trials for the bride, and customized tanning plans leading up to the wedding day.
Marketing Materials: Design eye-catching flyers and brochures specifically for wedding packages. Distribute them at bridal shops, wedding fairs, and online bridal forums.
Social Media Promotion: Use Instagram and Facebook to post before-and-after photos of bridal clients. Share testimonials and tag the bridal parties to reach a wider audience.
Partnerships: Collaborate with local wedding planners and photographers to offer special rates and receive referrals.

2. Graduation Glam

Graduation is another major milestone where looking good is essential. Market your services to graduating students by offering special deals tailored to their needs.

Actionable Items:

Student Discounts: Offer a special discount for students, or group rates for friends who book together.
School Partnerships: Partner with local high schools and colleges to spread the word about your services. Provide flyers and posters for their bulletin boards.
Social Media Campaign: Use Instagram, TikTok, and Snapchat to target younger audiences. Create fun, engaging content showcasing the benefits of a graduation tan.

3. Vacation Ready Tans

Encourage clients to get a base tan before their trips to avoid sunburn and look great from day one.

Actionable Items:

Vacation Packages: Create vacation packages that include pre-vacation tanning sessions and travel-sized sun care products.
Email Marketing: Send out email newsletters to your clients highlighting the benefits of a pre-vacation tan and any special offers you have.
Travel Agency Partnerships: Collaborate with local travel agencies to offer their clients special tanning packages before they embark on their trips.

4. Special Event Packages

Summer is filled with various events like family reunions, music festivals, and parties. Offer special event packages to cater to these occasions.

Actionable Items:

Event-Themed Promotions: Create themed promotions around popular summer events and advertise them through email marketing, flyers, and social media.
Bundle Deals: Offer bundle deals that include multiple tanning sessions at a discounted rate for clients attending multiple events.
Customer Testimonials: Feature testimonials from clients who have used your services for special events to build credibility and trust.

5. Referral Programs

Leverage word-of-mouth marketing by implementing a referral program.

Actionable Items:

Referral Incentives: Offer discounts or free services for clients who refer friends and family. For example, give both the referrer and the new client 10% off their next service.
Referral Cards: Provide clients with referral cards to hand out to friends and family. Track these cards to reward both the referrer and the new client.
Social Media Shoutouts: Encourage clients to share their tanning experience on social media and tag your salon. Reward them with a small discount or a free product.

6. In-Salon Promotions and Pop-Ups

Host in-salon events and pop-up promotions to attract event tanners.

Actionable Items:

Mini-Tan Sessions: Offer complimentary mini-tan sessions during pop-up events to attract new clients.
Skincare Consultations: Provide free skincare consultations and product demonstrations to showcase the benefits of your tanning services.
Festive Atmosphere: Create a festive atmosphere with refreshments and music to make the event enjoyable and memorable for attendees.

7. Collaborate with Event Planners and Venues

Build partnerships with local event planners, wedding venues, and photographers.

Actionable Items:

Special Rates: Offer special rates or commissions for referrals from event planners and venues.
Cross-Promotions: Include your tanning services in the event planners' packages and have them promote your salon to their clients.
Joint Marketing: Collaborate on joint marketing efforts, such as co-hosted events or shared social media promotions.

8. Highlight the Benefits of Professional Tanning

Educate your clients on the benefits of professional tanning services.

Actionable Items:

Blog Posts: Write informative blog posts on the benefits of professional tanning and share them on your website and social media.
In-Salon Displays: Create informative displays in your salon that explain the advantages of professional tanning and the products you use.
Client Education: Train your staff to educate clients on the benefits of controlled indoor tanning and the use of professional lotions.

9. Seasonal Marketing Campaigns

Develop targeted marketing campaigns that align with the summer season and key events.

Actionable Items:

Seasonal Specials: Run promotions like “Summer Glow Specials” or “Event-Ready Tans” to create a sense of urgency.
Engaging Visuals: Use engaging visuals and compelling copy in your marketing materials to capture the attention of potential clients.
Consistent Messaging: Ensure your marketing messages are consistent across all channels, including email, social media, and in-salon materials.

10. Client Testimonials and Before-and-After Photos

Showcase the success stories of your clients who have tanned for their special events.

Actionable Items:

Testimonials: Collect testimonials from satisfied clients and feature them on your website, social media, and in your salon.
Before-and-After Photos: Take before-and-after photos of clients (with their permission) and share them to demonstrate the effectiveness of your tanning services.
Client Stories: Share detailed stories of clients who have used your services for special events, highlighting their positive experiences and outcomes.

By implementing these strategies, you can effectively attract event tanners to your salon and boost your summer business. Focus on providing exceptional service and creating memorable experiences for your clients, ensuring they look and feel their best for every special occasion.