In a recent SmartTan.com poll, nearly two-thirds of indoor tanning businesses said they utilize marketing efforts specifically to promote their sunless services. A previous poll showed that nine out of ten salons now offer sunless tanning.

It’s become clear in recent years that sunless tanning is no longer an industry diversification – it’s an integral element of an indoor tanning business. In successful salons across the country, sunless revenues are climbing to unprecedented heights. On average, these businesses see 20-30 percent of their profits come from this service when properly implemented.

The key to making sunless a star in your business is a sustained effort in marketing, promotions, conversion and loyalty. A little know-how and a lot of passion in these areas will help your investment pay off in no time.

Like most segments of your client list, there are numberous demographics and psychographic data that you can use to target them. For instance, a woman who is 35 or older, starts to worry about potential sun damage to her skin and is looking for an alternative way to get a golden glow. The same is true for younger clients well: Since some stats already ban underage people from UV tanning, a sunless tan is a great alternative for them.

It is typically easier to market to your current clients since you already know who they are and should be able to communicate with them cost effectively. A great way to promote your sunless tanning to existing clients is through in-store signage and staff recommendations, and offering a free or heavily discounted sunless tan for first time clients. Many salons offer and promote a tanning cocktail — a UV tan followed by a sunless tan. Emailing, using Facebook or mailing a special offer to clients can also be very successful.

Getting the word out to prospective clients is always trickier to do in a cost effective manner. You need a way for them to raise their hand and identify themselves as a potential customer. Since a lot of sunless tanners tend to be special occasion tanners, hooking up with local bridal salons and tuxedo stores can be very lucrative.