Think about your marketing. You probably have a Facebook, a website, coupons in a mailer, radio ads. There’s probably an endless list of things you’re doing to pump up your sales. But a post here and a blast there isn’t all there is to good marketing.

Today’s consumer is more evolved that ever. They are thirsty for information, devouring record amounts during the purchasing process. For businesses, it means that branding and marketing needs to be stronger than ever.

For the average indoor tanning salon owner, marketing feels like a hamster wheel: It’s hard to get anywhere no matter what your pace. But the secret to gaining ground in these competitive times isn’t taking a one-thing-at-a-time approach. Just as the market has favored salons with professional standards, it smiles on those with a plan for their marketing.

Part of the evolving landscape of our industry requires looking at our image on a more holistic level. Don’t let the granola lingo fool you — the long-term effects of good marketing don’t happen by accident. Many salons are missing the opportunity to distill their brand into a flavor their customers can experience over and over again.

Click here to read more in the December issue of Smart Tan Magazine.