Glo Tanning uses SMS messaging in their strategy to reopen and refuel
operational momentum
The salon and spa industry has been one of the most impacted by the economic magnitude that has been caused by COVID-19. Although through a resilient strategy, Glo Tanning has been able to find profit, reopen safely and maintain their relationship with their clients using SMS messaging.
Glo Tanning uses SMS messaging in their strategy to reopen and refuel operational momentum
The salon and spa industry has been one of the most impacted by the economic magnitude that has been caused by COVID-19. Although through a resilient strategy, Glo Tanning has been able to find profit, reopen safely and maintain their relationship with their clients using SMS messaging.
THEIR STORY
On June 17th, 2020 we had the chance to meet with Steve Tenabe, the Owner and General Manager of day to day operations for Glo Tanning in Walnut Creek, California. Steve told us a great overview on how the Salon and Spa industry model has evolved, how important it is as an owner to keep consistent communication with his clients, and how that has ultimately not only increased his bottom-line but influenced repeat business. Not to mention, how SMS messaging has proven to be a resilient and durable communication strategy through the impact of the pandemic. Steve tells us that the immediate and instant engagement that SMS messagings brings has given him hope and supported the outcomes he has needed in this time.
GLO TANNING’S MOTO, BEST SERVICE AND OFFER
Steve has been in a managerial position with Glo Tanning for 4 years so he has serviced thousands of clients. In his experience, he has learned the approach to deliver the most effective campaign experiences for both his business and his clients. Steve tells us, “What I found out initially is when I sent out a text and gave out a free tan, customers would opt out because they figured they got everything out of our service.” Steve knew that consumer behavior relies heavily on incentive so he changed up his offer to offer more. “Instead of just sending out a free tan every month, I gave them a choice. If they purchased any sample lotion packages, they could redeem a free UV tanning bed session. The lotion pack samples run anywhere from $5 – 12. It worked and I saw that customers were coming in to get the sample lotion packs just so they can get the free session. I also gave customers the offer that if they opted in that they would receive half off of a spray tan which usually runs at $29.95, but I was giving it to them for $15. These tactics really help keep retention in my program.” Steve really emphasized that for him and Glo Tanning it was about offering his clients the best service and best offers.
USING SMS MESSAGING FOR THEIR REOPENING
As the global conditions started to improve and the opportunity to reopen got closer. Steve knew that he had to have a communication strategy prepared to let his clients know. Steve told us how text messaging helped and at scale. “It has been really handy for emergency situations. Like when the COVID-19 outbreak started. I was able to keep customers updated as to when we might reopen or what the status of their memberships were because a lot of people were leaving messages asking if we were going to keep billing them or if their scheduled tanning sessions would expire. With the text messaging tool I was able to send out messages to let them know that we would rectify everything when it was over and we were able to reopen.” Glo Tanning like all businesses that offer a social and close encounter environment has needed to adapt to the instruction set out by public health officials. Although Steve’s expertise in his industry has prepared him to understand how he can still have a marketing strategy that is impactful.
Glo Tanning gets salon sales to recover by
30% since salon storefronts were forced to
close.
Glo tanning sends about 2 – 3 text message
campaigns on average. They also will send an
Additional campaign if it is a holiday or special event.
Mobile Subscriber Manager Automated SMS Suite
SMS Campaign Scheduler LIVE Campaigns
Glo Tanning gets salon sales to recover by 30% since salon storefronts were forced to close.
Glo tanning sends about 2 – 3 text message campaigns on average. They also will send an Additional campaign if it is a holiday or special event.
Mobile Subscriber Manager
Automated SMS Suite
SMS Campaign Scheduler
LIVE Campaigns
THEIR STORY
On June 17th, 2020 we had the chance to meet with Steve Tenabe, the Owner and General Manager of day to day operations for Glo Tanning in Walnut Creek, California. Steve told us a great overview on how the Salon and Spa industry model has evolved, how important it is as an owner to keep consistent communication with his clients, and how that has ultimately not only increased his bottom-line but influenced repeat business. Not to mention, how SMS messaging has proven to be a resilient and durable communication strategy through the impact of the pandemic. Steve tells us that the immediate and instant engagement that SMS messagings brings has given him hope and supported the outcomes he has needed in this time.
GLO TANNING’S MOTO, BEST SERVICE AND OFFER
Steve has been in a managerial position with Glo Tanning for 4 years so he has serviced thousands of clients. In his experience, he has learned the approach to deliver the most effective campaign experiences for both his business and his clients. Steve tells us, “What I found out initially is when I sent out a text and gave out a free tan, customers would opt out because they figured they got everything out of our service.” Steve knew that consumer behavior relies heavily on incentive so he changed up his offer to offer more. “Instead of just sending out a free tan every month, I gave them a choice. If they purchased any sample lotion packages, they could redeem a free UV tanning bed session. The lotion pack samples run anywhere from $5 – 12. It worked and I saw that customers were coming in to get the sample lotion packs just so they can get the free session. I also gave customers the offer that if they opted in that they would receive half off of a spray tan which usually runs at $29.95, but I was giving it to them for $15. These tactics really help keep retention in my program.” Steve really emphasized that for him and Glo Tanning it was about offering his clients the best service and best offers.
USING SMS MESSAGING FOR THEIR REOPENING
As the global conditions started to improve and the opportunity to reopen got closer. Steve knew that he had to have a communication strategy prepared to let his clients know. Steve told us how text messaging helped and at scale. “It has been really handy for emergency situations. Like when the COVID-19 outbreak started. I was able to keep customers updated as to when we might reopen or what the status of their memberships were because a lot of people were leaving messages asking if we were going to keep billing them or if their scheduled tanning sessions would expire. With the text messaging tool I was able to send out messages to let them know that we would rectify everything when it was over and we were able to reopen.” Glo Tanning like all businesses that offer a social and close encounter environment has needed to adapt to the instruction set out by public health officials. Although Steve’s expertise in his industry has prepared him to understand how he can still have a marketing strategy that is impactful.
