{"id":19542,"date":"2017-05-26T08:48:23","date_gmt":"2017-05-26T12:48:23","guid":{"rendered":"https:\/\/smarttan.com\/news\/?p=19542"},"modified":"2017-05-26T08:48:23","modified_gmt":"2017-05-26T12:48:23","slug":"double-the-effectiveness-of-your-marketing-2","status":"publish","type":"post","link":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/","title":{"rendered":"Double the Effectiveness of Your Marketing"},"content":{"rendered":"<p><em>By Grant Miller, Salon consultant<\/em><\/p>\n<p>Did you ever pay for marketing or advertising and the results weren&#8217;t as effective as you had hoped? Of course you have! It&#8217;s happened to every one of us, but here&#8217;s some good news: There are only three things that can make your marketing efforts tank. Fix one or all of them and you will immediately improve your results and make more money.<\/p>\n<p>The three most important aspects of any type of marketing are the market, media and message. Let&#8217;s take a look at all three:<\/p>\n<ul>\n<li>The market is your &#8220;who.&#8221; Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of your customer base. But what if you are trying to promote your UV tanning are are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.<\/li>\n<li>The market is your \u201cwho.\u201d Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of our customer base. But what if you are trying to promote your UV tanning and are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.<\/li>\n<li>The media is, of course, how you are delivering your message. Be mindful of the platform you\u2019re utilizing and what age group to target with each. Sending text messages or tweets to an older customer will not be as good as sending it to millenials. The one universal media that still works overall is good old-fashioned mail. I know it&#8217;s not the &#8220;hot&#8221; media, but everyone looks at their mail. And with less mail in the mailbox, your message stands out even more. Don\u2019t write off direct mail as a dead media.<\/li>\n<li>The biggest problem I see when I consult with clients is their message, which is essentially their offer. Many salons tend to have very weak offers, which usually results in low responses. Then, they blame the media for their bad results when the poor offer was actually to blame. If you want to attract a new customer, or get someone back into your salon, you need a big, bold offer to get their attention. Ten percent off won&#8217;t cut it! Some examples of strong offers are: \u201cTry 3 Tans for Free,\u201d \u201c2 Weeks for $5\u201d and \u201cBuy 1 Get 1 Free.\u201d These offers will fill your salon with more customers.<\/li>\n<\/ul>\n<p>One of the best examples of the perfect \u201cMarket, Message and Media\u201d method was in a recent episode of the television show \u201cBetter Call Saul\u201d, the \u201cBreaking Bad\u201d spinoff. The lead character, an attorney, was trying to illustrate to a group of senior citizens that they were being scammed by the nursing home where they live. The nursing home did everything possible to intercept the mail, phone calls and visits of the attorneys.<\/p>\n<p>But he had an advantage \u2013 he knew everything about the senior citizens. He knew what they were thinking, how they acted and what their daily schedule was like. Knowing they watch their favorite show at 3 p.m., he aired the commercial for his law practice during the program\u2019s first commercial break, knowing it was the perfect time to market to them. He knew who his target market was, when, where and how to target them with the proper media and exactly what his message was. This strategy worked, and he attained a lot of the seniors as clients.<\/p>\n<p>I know it&#8217;s only a TV show, but it&#8217;s a brilliant use of the \u201cMarket, Media and Message\u201d strategy. If you really think about your customers like the television character does, and immerse yourself into what they want, need and use, you could easily increase your revenues.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Grant Miller, Salon consultant Did you ever pay for marketing or advertising and the results weren&#8217;t as effective as you had hoped? Of course you have! It&#8217;s happened to every one of us, but here&#8217;s some good news: There are only three things that can make your marketing efforts tank. Fix one or all [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-19542","post","type-post","status-publish","format-standard","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Double the Effectiveness of Your Marketing - Smart Tan News<\/title>\n<meta name=\"description\" content=\"By Grant Miller, Salon consultant  Did you ever pay for marketing or advertising and the results weren&#039;t as effective as you had hoped? Of course you have! It&#039;s happened to every one of us, but here&#039;s some good news: There are only three things that can make your marketing efforts tank. Fix one or all of them and you will immediately improve your results and make more money.  The three most important aspects of any type of marketing are the market, media and message. Let&#039;s take a look at all three:   The market is your &quot;who.&quot; Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of your customer base. But what if you are trying to promote your UV tanning are are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.  The market is your \u201cwho.\u201d Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of our customer base. But what if you are trying to promote your UV tanning and are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.  The media is, of course, how you are delivering your message. Be mindful of the platform you\u2019re utilizing and what age group to target with each. Sending text messages or tweets to an older customer will not be as good as sending it to millenials. The one universal media that still works overall is good old-fashioned mail. I know it&#039;s not the &quot;hot&quot; media, but everyone looks at their mail. And with less mail in the mailbox, your message stands out even more. Don\u2019t write off direct mail as a dead media.  The biggest problem I see when I consult with clients is their message, which is essentially their offer. Many salons tend to have very weak offers, which usually results in low responses. Then, they blame the media for their bad results when the poor offer was actually to blame. If you want to attract a new customer, or get someone back into your salon, you need a big, bold offer to get their attention. Ten percent off won&#039;t cut it! Some examples of strong offers are: \u201cTry 3 Tans for Free,\u201d \u201c2 Weeks for $5\u201d and \u201cBuy 1 Get 1 Free.\u201d These offers will fill your salon with more customers.  One of the best examples of the perfect \u201cMarket, Message and Media\u201d method was in a recent episode of the television show \u201cBetter Call Saul\u201d, the \u201cBreaking Bad\u201d spinoff. The lead character, an attorney, was trying to illustrate to a group of senior citizens that they were being scammed by the nursing home where they live. The nursing home did everything possible to intercept the mail, phone calls and visits of the attorneys.  But he had an advantage \u2013 he knew everything about the senior citizens. He knew what they were thinking, how they acted and what their daily schedule was like. Knowing they watch their favorite show at 3 p.m., he aired the commercial for his law practice during the program\u2019s first commercial break, knowing it was the perfect time to market to them. He knew who his target market was, when, where and how to target them with the proper media and exactly what his message was. This strategy worked, and he attained a lot of the seniors as clients.  I know it&#039;s only a TV show, but it&#039;s a brilliant use of the \u201cMarket, Media and Message\u201d strategy. If you really think about your customers like the television character does, and immerse yourself into what they want, need and use, you could easily increase your revenues.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Double the Effectiveness of Your Marketing - Smart Tan News\" \/>\n<meta property=\"og:description\" content=\"By Grant Miller, Salon consultant  Did you ever pay for marketing or advertising and the results weren&#039;t as effective as you had hoped? Of course you have! It&#039;s happened to every one of us, but here&#039;s some good news: There are only three things that can make your marketing efforts tank. Fix one or all of them and you will immediately improve your results and make more money.  The three most important aspects of any type of marketing are the market, media and message. Let&#039;s take a look at all three:   The market is your &quot;who.&quot; Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of your customer base. But what if you are trying to promote your UV tanning are are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.  The market is your \u201cwho.\u201d Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of our customer base. But what if you are trying to promote your UV tanning and are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.  The media is, of course, how you are delivering your message. Be mindful of the platform you\u2019re utilizing and what age group to target with each. Sending text messages or tweets to an older customer will not be as good as sending it to millenials. The one universal media that still works overall is good old-fashioned mail. I know it&#039;s not the &quot;hot&quot; media, but everyone looks at their mail. And with less mail in the mailbox, your message stands out even more. Don\u2019t write off direct mail as a dead media.  The biggest problem I see when I consult with clients is their message, which is essentially their offer. Many salons tend to have very weak offers, which usually results in low responses. Then, they blame the media for their bad results when the poor offer was actually to blame. If you want to attract a new customer, or get someone back into your salon, you need a big, bold offer to get their attention. Ten percent off won&#039;t cut it! Some examples of strong offers are: \u201cTry 3 Tans for Free,\u201d \u201c2 Weeks for $5\u201d and \u201cBuy 1 Get 1 Free.\u201d These offers will fill your salon with more customers.  One of the best examples of the perfect \u201cMarket, Message and Media\u201d method was in a recent episode of the television show \u201cBetter Call Saul\u201d, the \u201cBreaking Bad\u201d spinoff. The lead character, an attorney, was trying to illustrate to a group of senior citizens that they were being scammed by the nursing home where they live. The nursing home did everything possible to intercept the mail, phone calls and visits of the attorneys.  But he had an advantage \u2013 he knew everything about the senior citizens. He knew what they were thinking, how they acted and what their daily schedule was like. Knowing they watch their favorite show at 3 p.m., he aired the commercial for his law practice during the program\u2019s first commercial break, knowing it was the perfect time to market to them. He knew who his target market was, when, where and how to target them with the proper media and exactly what his message was. This strategy worked, and he attained a lot of the seniors as clients.  I know it&#039;s only a TV show, but it&#039;s a brilliant use of the \u201cMarket, Media and Message\u201d strategy. If you really think about your customers like the television character does, and immerse yourself into what they want, need and use, you could easily increase your revenues.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Smart Tan News\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmartTan\" \/>\n<meta property=\"article:published_time\" content=\"2017-05-26T12:48:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.smarttan.com\/wp-content\/uploads\/2022\/08\/Smart-Tan-Logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"smarttannews\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SmartTan\" \/>\n<meta name=\"twitter:site\" content=\"@SmartTan\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"smarttannews\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/\"},\"author\":{\"name\":\"smarttannews\",\"@id\":\"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819\"},\"headline\":\"Double the Effectiveness of Your Marketing\",\"datePublished\":\"2017-05-26T12:48:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/\"},\"wordCount\":699,\"publisher\":{\"@id\":\"https:\/\/news.smarttan.com\/#organization\"},\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/\",\"url\":\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/\",\"name\":\"Double the Effectiveness of Your Marketing - Smart Tan News\",\"isPartOf\":{\"@id\":\"https:\/\/news.smarttan.com\/#website\"},\"datePublished\":\"2017-05-26T12:48:23+00:00\",\"description\":\"By Grant Miller, Salon consultant Did you ever pay for marketing or advertising and the results weren't as effective as you had hoped? Of course you have! It's happened to every one of us, but here's some good news: There are only three things that can make your marketing efforts tank. Fix one or all of them and you will immediately improve your results and make more money. The three most important aspects of any type of marketing are the market, media and message. Let's take a look at all three: The market is your \\\"who.\\\" Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of your customer base. But what if you are trying to promote your UV tanning are are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be. The market is your \u201cwho.\u201d Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of our customer base. But what if you are trying to promote your UV tanning and are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be. The media is, of course, how you are delivering your message. Be mindful of the platform you\u2019re utilizing and what age group to target with each. Sending text messages or tweets to an older customer will not be as good as sending it to millenials. The one universal media that still works overall is good old-fashioned mail. I know it's not the \\\"hot\\\" media, but everyone looks at their mail. And with less mail in the mailbox, your message stands out even more. Don\u2019t write off direct mail as a dead media. The biggest problem I see when I consult with clients is their message, which is essentially their offer. Many salons tend to have very weak offers, which usually results in low responses. Then, they blame the media for their bad results when the poor offer was actually to blame. If you want to attract a new customer, or get someone back into your salon, you need a big, bold offer to get their attention. Ten percent off won't cut it! Some examples of strong offers are: \u201cTry 3 Tans for Free,\u201d \u201c2 Weeks for $5\u201d and \u201cBuy 1 Get 1 Free.\u201d These offers will fill your salon with more customers. One of the best examples of the perfect \u201cMarket, Message and Media\u201d method was in a recent episode of the television show \u201cBetter Call Saul\u201d, the \u201cBreaking Bad\u201d spinoff. The lead character, an attorney, was trying to illustrate to a group of senior citizens that they were being scammed by the nursing home where they live. The nursing home did everything possible to intercept the mail, phone calls and visits of the attorneys. But he had an advantage \u2013 he knew everything about the senior citizens. He knew what they were thinking, how they acted and what their daily schedule was like. Knowing they watch their favorite show at 3 p.m., he aired the commercial for his law practice during the program\u2019s first commercial break, knowing it was the perfect time to market to them. He knew who his target market was, when, where and how to target them with the proper media and exactly what his message was. This strategy worked, and he attained a lot of the seniors as clients. I know it's only a TV show, but it's a brilliant use of the \u201cMarket, Media and Message\u201d strategy. If you really think about your customers like the television character does, and immerse yourself into what they want, need and use, you could easily increase your revenues.\",\"breadcrumb\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/news.smarttan.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Double the Effectiveness of Your Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/news.smarttan.com\/#website\",\"url\":\"https:\/\/news.smarttan.com\/\",\"name\":\"Smart Tan News\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/news.smarttan.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/news.smarttan.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/news.smarttan.com\/#organization\",\"name\":\"Smart Tan\",\"url\":\"https:\/\/news.smarttan.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/news.smarttan.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/smarttan.com\/news\/wp-content\/uploads\/2022\/08\/Smart-Tan.png\",\"contentUrl\":\"https:\/\/smarttan.com\/news\/wp-content\/uploads\/2022\/08\/Smart-Tan.png\",\"width\":500,\"height\":164,\"caption\":\"Smart Tan\"},\"image\":{\"@id\":\"https:\/\/news.smarttan.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/SmartTan\",\"https:\/\/x.com\/SmartTan\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819\",\"name\":\"smarttannews\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g\",\"caption\":\"smarttannews\"},\"url\":\"https:\/\/news.smarttan.com\/index.php\/author\/smarttannews\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Double the Effectiveness of Your Marketing - Smart Tan News","description":"By Grant Miller, Salon consultant  Did you ever pay for marketing or advertising and the results weren't as effective as you had hoped? Of course you have! It's happened to every one of us, but here's some good news: There are only three things that can make your marketing efforts tank. Fix one or all of them and you will immediately improve your results and make more money.  The three most important aspects of any type of marketing are the market, media and message. Let's take a look at all three:   The market is your \"who.\" Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of your customer base. But what if you are trying to promote your UV tanning are are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.  The market is your \u201cwho.\u201d Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of our customer base. But what if you are trying to promote your UV tanning and are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.  The media is, of course, how you are delivering your message. Be mindful of the platform you\u2019re utilizing and what age group to target with each. Sending text messages or tweets to an older customer will not be as good as sending it to millenials. The one universal media that still works overall is good old-fashioned mail. I know it's not the \"hot\" media, but everyone looks at their mail. And with less mail in the mailbox, your message stands out even more. Don\u2019t write off direct mail as a dead media.  The biggest problem I see when I consult with clients is their message, which is essentially their offer. Many salons tend to have very weak offers, which usually results in low responses. Then, they blame the media for their bad results when the poor offer was actually to blame. If you want to attract a new customer, or get someone back into your salon, you need a big, bold offer to get their attention. Ten percent off won't cut it! Some examples of strong offers are: \u201cTry 3 Tans for Free,\u201d \u201c2 Weeks for $5\u201d and \u201cBuy 1 Get 1 Free.\u201d These offers will fill your salon with more customers.  One of the best examples of the perfect \u201cMarket, Message and Media\u201d method was in a recent episode of the television show \u201cBetter Call Saul\u201d, the \u201cBreaking Bad\u201d spinoff. The lead character, an attorney, was trying to illustrate to a group of senior citizens that they were being scammed by the nursing home where they live. The nursing home did everything possible to intercept the mail, phone calls and visits of the attorneys.  But he had an advantage \u2013 he knew everything about the senior citizens. He knew what they were thinking, how they acted and what their daily schedule was like. Knowing they watch their favorite show at 3 p.m., he aired the commercial for his law practice during the program\u2019s first commercial break, knowing it was the perfect time to market to them. He knew who his target market was, when, where and how to target them with the proper media and exactly what his message was. This strategy worked, and he attained a lot of the seniors as clients.  I know it's only a TV show, but it's a brilliant use of the \u201cMarket, Media and Message\u201d strategy. If you really think about your customers like the television character does, and immerse yourself into what they want, need and use, you could easily increase your revenues.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/","og_locale":"en_US","og_type":"article","og_title":"Double the Effectiveness of Your Marketing - Smart Tan News","og_description":"By Grant Miller, Salon consultant  Did you ever pay for marketing or advertising and the results weren't as effective as you had hoped? Of course you have! It's happened to every one of us, but here's some good news: There are only three things that can make your marketing efforts tank. Fix one or all of them and you will immediately improve your results and make more money.  The three most important aspects of any type of marketing are the market, media and message. Let's take a look at all three:   The market is your \"who.\" Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of your customer base. But what if you are trying to promote your UV tanning are are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.  The market is your \u201cwho.\u201d Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of our customer base. But what if you are trying to promote your UV tanning and are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be.  The media is, of course, how you are delivering your message. Be mindful of the platform you\u2019re utilizing and what age group to target with each. Sending text messages or tweets to an older customer will not be as good as sending it to millenials. The one universal media that still works overall is good old-fashioned mail. I know it's not the \"hot\" media, but everyone looks at their mail. And with less mail in the mailbox, your message stands out even more. Don\u2019t write off direct mail as a dead media.  The biggest problem I see when I consult with clients is their message, which is essentially their offer. Many salons tend to have very weak offers, which usually results in low responses. Then, they blame the media for their bad results when the poor offer was actually to blame. If you want to attract a new customer, or get someone back into your salon, you need a big, bold offer to get their attention. Ten percent off won't cut it! Some examples of strong offers are: \u201cTry 3 Tans for Free,\u201d \u201c2 Weeks for $5\u201d and \u201cBuy 1 Get 1 Free.\u201d These offers will fill your salon with more customers.  One of the best examples of the perfect \u201cMarket, Message and Media\u201d method was in a recent episode of the television show \u201cBetter Call Saul\u201d, the \u201cBreaking Bad\u201d spinoff. The lead character, an attorney, was trying to illustrate to a group of senior citizens that they were being scammed by the nursing home where they live. The nursing home did everything possible to intercept the mail, phone calls and visits of the attorneys.  But he had an advantage \u2013 he knew everything about the senior citizens. He knew what they were thinking, how they acted and what their daily schedule was like. Knowing they watch their favorite show at 3 p.m., he aired the commercial for his law practice during the program\u2019s first commercial break, knowing it was the perfect time to market to them. He knew who his target market was, when, where and how to target them with the proper media and exactly what his message was. This strategy worked, and he attained a lot of the seniors as clients.  I know it's only a TV show, but it's a brilliant use of the \u201cMarket, Media and Message\u201d strategy. If you really think about your customers like the television character does, and immerse yourself into what they want, need and use, you could easily increase your revenues.","og_url":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/","og_site_name":"Smart Tan News","article_publisher":"https:\/\/www.facebook.com\/SmartTan","article_published_time":"2017-05-26T12:48:23+00:00","og_image":[{"width":520,"height":200,"url":"https:\/\/news.smarttan.com\/wp-content\/uploads\/2022\/08\/Smart-Tan-Logo.jpg","type":"image\/jpeg"}],"author":"smarttannews","twitter_card":"summary_large_image","twitter_creator":"@SmartTan","twitter_site":"@SmartTan","twitter_misc":{"Written by":"smarttannews","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/#article","isPartOf":{"@id":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/"},"author":{"name":"smarttannews","@id":"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819"},"headline":"Double the Effectiveness of Your Marketing","datePublished":"2017-05-26T12:48:23+00:00","mainEntityOfPage":{"@id":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/"},"wordCount":699,"publisher":{"@id":"https:\/\/news.smarttan.com\/#organization"},"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/","url":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/","name":"Double the Effectiveness of Your Marketing - Smart Tan News","isPartOf":{"@id":"https:\/\/news.smarttan.com\/#website"},"datePublished":"2017-05-26T12:48:23+00:00","description":"By Grant Miller, Salon consultant Did you ever pay for marketing or advertising and the results weren't as effective as you had hoped? Of course you have! It's happened to every one of us, but here's some good news: There are only three things that can make your marketing efforts tank. Fix one or all of them and you will immediately improve your results and make more money. The three most important aspects of any type of marketing are the market, media and message. Let's take a look at all three: The market is your \"who.\" Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of your customer base. But what if you are trying to promote your UV tanning are are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be. The market is your \u201cwho.\u201d Who are you sending your marketing piece to, and what type of customer are you trying to attract? For most of us, this is seemingly simple since females tend to make up the biggest part of our customer base. But what if you are trying to promote your UV tanning and are sending offers to your customers that only spray tan? You would be targeting the wrong market. The more you target the exact customer you are looking for, the more effective your marketing message will be. The media is, of course, how you are delivering your message. Be mindful of the platform you\u2019re utilizing and what age group to target with each. Sending text messages or tweets to an older customer will not be as good as sending it to millenials. The one universal media that still works overall is good old-fashioned mail. I know it's not the \"hot\" media, but everyone looks at their mail. And with less mail in the mailbox, your message stands out even more. Don\u2019t write off direct mail as a dead media. The biggest problem I see when I consult with clients is their message, which is essentially their offer. Many salons tend to have very weak offers, which usually results in low responses. Then, they blame the media for their bad results when the poor offer was actually to blame. If you want to attract a new customer, or get someone back into your salon, you need a big, bold offer to get their attention. Ten percent off won't cut it! Some examples of strong offers are: \u201cTry 3 Tans for Free,\u201d \u201c2 Weeks for $5\u201d and \u201cBuy 1 Get 1 Free.\u201d These offers will fill your salon with more customers. One of the best examples of the perfect \u201cMarket, Message and Media\u201d method was in a recent episode of the television show \u201cBetter Call Saul\u201d, the \u201cBreaking Bad\u201d spinoff. The lead character, an attorney, was trying to illustrate to a group of senior citizens that they were being scammed by the nursing home where they live. The nursing home did everything possible to intercept the mail, phone calls and visits of the attorneys. But he had an advantage \u2013 he knew everything about the senior citizens. He knew what they were thinking, how they acted and what their daily schedule was like. Knowing they watch their favorite show at 3 p.m., he aired the commercial for his law practice during the program\u2019s first commercial break, knowing it was the perfect time to market to them. He knew who his target market was, when, where and how to target them with the proper media and exactly what his message was. This strategy worked, and he attained a lot of the seniors as clients. I know it's only a TV show, but it's a brilliant use of the \u201cMarket, Media and Message\u201d strategy. If you really think about your customers like the television character does, and immerse yourself into what they want, need and use, you could easily increase your revenues.","breadcrumb":{"@id":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/news.smarttan.com\/index.php\/double-the-effectiveness-of-your-marketing-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/news.smarttan.com\/"},{"@type":"ListItem","position":2,"name":"Double the Effectiveness of Your Marketing"}]},{"@type":"WebSite","@id":"https:\/\/news.smarttan.com\/#website","url":"https:\/\/news.smarttan.com\/","name":"Smart Tan News","description":"","publisher":{"@id":"https:\/\/news.smarttan.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/news.smarttan.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/news.smarttan.com\/#organization","name":"Smart Tan","url":"https:\/\/news.smarttan.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/news.smarttan.com\/#\/schema\/logo\/image\/","url":"https:\/\/smarttan.com\/news\/wp-content\/uploads\/2022\/08\/Smart-Tan.png","contentUrl":"https:\/\/smarttan.com\/news\/wp-content\/uploads\/2022\/08\/Smart-Tan.png","width":500,"height":164,"caption":"Smart Tan"},"image":{"@id":"https:\/\/news.smarttan.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SmartTan","https:\/\/x.com\/SmartTan"]},{"@type":"Person","@id":"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819","name":"smarttannews","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g","caption":"smarttannews"},"url":"https:\/\/news.smarttan.com\/index.php\/author\/smarttannews\/"}]}},"_links":{"self":[{"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/posts\/19542","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/comments?post=19542"}],"version-history":[{"count":1,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/posts\/19542\/revisions"}],"predecessor-version":[{"id":19543,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/posts\/19542\/revisions\/19543"}],"wp:attachment":[{"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/media?parent=19542"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/categories?post=19542"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/tags?post=19542"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}