How to Create an Annual Marketing Plan That Drives Results

By Kristin Jackson

The Secret to a Successful Salon? A Solid Plan!

Running a tanning salon is more than just offering top-notch services—it’s about getting clients through the door, keeping them coming back, and making sure your business thrives all year long. And the key to all of that? A killer marketing plan!

Think of your annual marketing plan like your salon’s GPS. Without it, you’re just hoping to end up at “Successville.” With it? You’ve got a clear roadmap to get there, complete with detours for promotions, events, and seasonal trends.

So, let’s dive into how to create an annual marketing plan that actually drives results—because hoping for more foot traffic isn’t a strategy, but planning for it is!

Step 1: Review & Reflect on the Past Year

Before we start mapping out your future success, let’s take a quick look in the rearview mirror.

What worked last year? Did a particular promotion, sale, or social media campaign bring in a surge of customers?
What flopped? No shame here—every business has trial-and-error moments. Learn from them!
What were your peak seasons? Identify when business naturally booms and when you need to ramp up your efforts.
What did your customers love most? If they went crazy for a VIP membership or seasonal lotion promo, that’s gold!

Actionable Tip: Gather insights from your tanning software, sales reports, and even client feedback to make data-driven decisions for the year ahead.

Step 2: Set Clear (and Achievable) Goals

Now that you’ve got a handle on last year, it’s time to set goals for this one. But not just any goals—SMART goals.

That means making them:
✅ Specific (Example: Increase spray tan appointments by 20%)
✅ Measurable (Track lotion sales with each tan package)
✅ Achievable (Let’s be real—doubling revenue overnight isn’t the move)
✅ Relevant (Focus on what impacts your business most)
✅ Time-bound (Set a deadline—like hitting X sales by summer)

Some great marketing goals might be:
🎯 Grow your salon’s Instagram followers by 30% by summer
🎯 Increase email open rates to 25%
🎯 Sell 50 VIP memberships before the spring rush

Actionable Tip: Break big goals into quarterly milestones so they feel less overwhelming.

Step 3: Map Out Seasonal Promotions & Key Campaigns

Your salon business isn’t the same all year—so your marketing shouldn’t be either! Think seasonally and plan accordingly.

Your Year at a Glance:

Winter: New Year, New Glow – Kick off the year with goal-setting and skin-care-focused marketing.
Spring: Spring Break Ready – Focus on tanning packages, new arrivals, and pre-summer promotions.
Summer: Glow All Summer – Boost sunless sales, upsell lotions, and promote memberships.
Fall: Back to Routine – Market wellness add-ons like red light therapy & skincare for cooler months.
Holiday Season: Gift Cards & Glow – Push retail sales, bundles, and VIP packages.

Actionable Tip: Use a simple marketing calendar (Google Sheets, Trello, or a planner) to map out promotions month by month.

Step 4: Optimize Your Marketing Channels

Once you’ve got a plan, you need to get the word out! Here’s where to focus your efforts:

🖥 Social Media (Instagram, TikTok, Facebook)

Post 3-5x per week (behind-the-scenes, client results, promos).
Use Reels and Stories to show real-time results and salon vibes.
Run occasional giveaways to boost engagement.

📧 Email Marketing

Send 1-2 engaging emails per month (promos, tips, exclusive deals).
Keep it short, sweet, and visually appealing.
Segment lists for better personalization (VIPs, seasonal tanners, new clients).

📲 Salon App & Text Alerts

Notify clients of flash sales, appointment reminders, and exclusive VIP deals.
Keep messages short and actionable (Example: “✨ This week only—10% off all lotions! Book now!”).

💻 Website & Google My Business

Keep your website updated with new services, promos, and FAQs.
Encourage Google Reviews—they boost credibility and rankings.
Use SEO-rich blog posts (like this one 😉) to attract organic traffic.

Step 5: Track, Adjust & Keep It Fun!

No marketing plan is one-and-done—it’s all about adjusting as you go.

Track results monthly (engagement, sales, new clients).
Test new things—A/B test subject lines, run different ads, and experiment!
Keep it FUN—your energy sets the tone for your salon’s brand.

Final Takeaway: Make 2025 Your Best Year Yet!

A well-planned annual marketing strategy is your salon’s best tool for consistent growth and success. By setting clear goals, leveraging seasonal trends, and using multiple marketing channels, you’ll be ahead of the game—and your competition.

So, grab your planner, map out your year, and get ready to GLOW BIG in 2025!

Need help stocking up for your biggest promotions? Heartland is here to support you with the best products, equipment, and expertise in the industry.

💡 Let’s make this your best year yet—together!