New Marketing Muscle from an Old Media
The combination of radio, print and the Internet are this generation’s multi channel winning package for new customers and customer retention. The “new radio” is evolving into a focused marketing powerhouse for tanning retailers!
If you own or work at a tanning salon or salon company you know that capturing or recapturing salon clients can get tougher and tougher each year. Let’s face it, consumers not only have other activity options to tanning, for where they spend their leisure dollars and time, but they also have multiple options for what and where they get their daily general consumer information. Never before has the phase “multi channel marketing” been so germane.
Tanning customers today are multi channel consumers and more segmented in their emotional and intellectual inputs than ever before. They’re bombarded daily with radio, TV, cable, satellite, internet, direct mail, newspaper, IPODS, outdoor billboards and on and on and on. All of this means that salon owners must be careful to direct their advertising to consumers in some new “focused tech” ways.
In addition, salons should realize that you are not just in the business of “pigment augmentation”. In reality, tanning salons are, and have always been, in the business of providing opportunities for enhancing self esteem, ego enhancement or the business of a “temporary escape”. We are in fact some people’s version of a daily mental martini! Consumers come to our beds often to escape cell phones, obnoxious children or mates, discomfort with bosses or just to take a 20 minute break from reality. (Fill in here your own reasons for hundreds of seemingly normal people consistently paying money to crawl into one of your machines to “cocoon”.) It’s important to realize all of this when setting up your marketing approach.
Emerging from the glut of media marketing options is “The New Radio”, a consumer reach vehicle that today includes not only traditional airway spots but also a print (banner ad) component via website/loyalty listener programs and unique airway streaming broadcasts. Whether you are mostly seeking woman 18-34, or 25-34, or 35-49, the new radio directions seem to have attractions for all of those consumers.