Dion Borkowicz, Lectric Beach Tanning

Being in business over 25 years is no small feat! Lectric Beach Tanning in Wisconsin has enjoyed decades of success through passion, consistency and a customer-centric attitude. Owner Dion Borkowicz shares some of the salon’s most successful events.

Q: What are some of your most memorable promotions?

A: In March, we have a Skin Deep Sexy Lotion Night. We get dressed up and invite all of our clients to check out the new products. We put samples in plastic champagne glasses so they can see, smell and touch the lotions. There are also great incentives to buy: Some bottles come with 10 sessions or a month of free tanning. While they are there, we share information about red light therapy and give out coupons for teeth whitening, tanning packages and hot products.

Another time we held a lotion symposium. We rented a theater and had an Australian Gold rep come down. It was a time to explain the importance of lotion and give everyone a bag of samples.

Our clients also love Hump Day Wednesday. Once a week, we get the younger crowd with discounted spray tans.

February also had a really strong promotion. It started out as a Valentine’s Day promotion, but we were selling so much we extended the offer. Normally, we sell 10 sessions in a Level 1 bed for $49. The promotion included 12 sessions in a Level 1 bed, a full-size bottle of accelerator and goggles for $50. They were flying off the shelves in every store!