Terry and Angie Della Maestra, Tuscany Sun

Customer-centric salon owners Terry and Angie Della Maestra have made their business a little oasis for the residents of Hamilton, Ontario. Terry shares one of his successful marketing strategies and gives his take on the industry.

Q: How have lobby videos helped your business?

A: We have two TVs in our store that advertise our products and services. One shows monthly specials and new products; the other one shows a sunless tanning video. We are trying to promote sunless tanning as much as we can, so we keep it on a loop all day. People that aren’t aware of these things see the video, and that can make a big difference. I highly recommend lobby videos to promote yourself in store – it’s the best way to do it.

Q: What do you think of our industry’s current challenges, and where will we go from here?

A: Well we don’t to see this industry fail, especially because we’re trying to do the right things. Sure, bad press comes around, but you just have to be careful about what you say.

One of the things I do to keep moving forward is just to listen to other salon owners. Find out what works for them, give them insight and try some new ideas in your business.

Indoor tanning is constantly changing, and some of it has to do with the publicity that’s taking place. As a result, I get questions about teenagers tanning all the time. That’s why it’s so important to go to seminars, stay up to date, and have that knowledge available to educate customers.

To learn more about the salon, visit www.tuscanysun.net.