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Conference EducationSmart Tan’s 2008 Educational Conference is centered around an exciting “Total Salon Makeover” – a project Smart Tan launched this spring to totally transform a typical tanning business from the brink of failure to an operation run on a 21 st century indoor tanning business model. The results of the case study and lessons learned are applicable to tanning businesses of all sizes. The makeover sets the tone for Smart Tan’s 13 th Annual Educational Conference, hosted by the ITA Indoor Tanning World Expo. Modern salon sales techniques, marketing techniques and a whole new approach to tanning advocacy are unveiled in a conference that introduces professional speakers with industry knowledge and incorporates the lessons we’ve learned from our 6,000 member salons. The competitive tanning business today has smaller margins and less margin for error. That means management has to be on top of the game to succeed – the days of sitting back and waiting for clients to beat down your doors are over. Regardless of your business model or the state of your operation, you will walk away from this year’s conference with the power to make positive changes to your tanning company – changes geared for: - Attracting new tanning clients to your business. Thursday, Sept. 18 Smart Tan’s 2009 Technical Certification: The New Employee Course Jerry Marfut, International Smart Tan Network Friday, Sept. 19 OPENING GENERAL SESSION: THE TOTAL SALON MAKE-OVER
Opening Remarks: Redefining The Professional Indoor Tanning Community 8:00 – 8:15
Smart Tan has dedicated its service to the association’s 6,000 member facilities to developing tools to help members transform their businesses into better, more-competitive business models. This year’s conference brings that vision into greater focus, with lessons from within and outside the industry to take home to make 2009 a better year.
TOTAL SALON MAKEOVER: Saving And Re-Building A Tanning Business on the Brink Jerry Marfut, Matt Russell and Joseph Levy, International Smart Tan Network 8:00 – 9:30
What if you could take an aging tanning salon – one that turned a nice profit in indoor tanning’s heyday in the past decade, but which had lost its edge and wasn’t geared up for today’s competitive tanning market – and break it down piece by piece and completely turn it around? And what if you could apply the lessons from this turnaround story – lessons that apply on some level to nearly every tanning business in North American today – into a full case study and present it to the industry as a prototype?
That’s exactly what Smart Tan did this spring in one typical tanning salon somewhere in America. The case study of this salon’s story will be one unforgettable general session with lessons that apply to just about every tanning business regardless of size or location. Call it a “Smart Tan Intervention” – a complete turn-around for a typical tanning business whose decline had placed it on the brink of failure. The opportunity presented itself early this spring when a Smart Tan member contacted us with business questions. The questions led to the opportunity to conduct a full intervention and makeover. (We’ll reveal the exact location of this tanning business at this session. And you’ll get a chance to meet the owner.)
For the past two years Smart Tan has been building what we call “Indoor Tanning’s New Business Model” – a positive new approach to tanning business management that incorporates pro-active sales and service, aggressive targeted marketing, re-defined in-salon staff training with the Smart Tan System and, perhaps most importantly, a firm dedication to market growth and advocacy.
We’ve applied all of these principles in approaching this salon makeover. Some of the high points of the project include:
The result: An old-school tanning salon that ran its course from success to the brink of failure is being revitalized and transformed into a 21 st century tanning business.
Applying Lessons of the Total Salon Makeover to Your Business: The Panel Discussion Salon Panel, Marfut, Russell and Levy 9:30 – 10:15
The lessons learned from Smart Tan’s Total Salon Makeover project revealed key concerns that, to differing levels, are present in just about every tanning business today. Smart Tan’s Makeover Team is joined by a panel of indoor tanning business owners, representing a cross section of tanning stores today, to discuss how the lessons of the makeover apply to different businesses. We’ll have the panel honestly critique the Makeover as a way to discuss the challenges and opportunities present in today’s tanning market.
The Spirit of Leadership: Changing Your Organization Amanda Gore, keynote speaker 10:30 – 11:45
Smart Tan’s opening general session is all about bringing about change. Because changing the culture of an organization means leading with a change of heart and spirit, Smart Tan’s keynote speaker is perhaps the most highly regarded business speaker today in how emotional intelligence is a key in successfully bringing about change in the business setting today.
This session is full of techniques that will bring out the positive spirit of every attendee, inspire them to handle change or any business challenge creatively, motivate them to be their best, and foster collaborative teamwork. This purpose/spirit driven culture is the culture of the future. The new generations are demanding it and everyone wants it! This keynote radically affects the group dynamics - it breaks down barriers so that learning, networking and connection continue not only during the meeting, but for the long term – all keys to implementing real change.
An expert in group dynamics and a professional speaker for more than 20 years, Amanda’s programs have a long history of setting the tone for conferences built to change organizations and companies. After headlining their conference, The American Staffing Association said of Amanda: “Based on evaluations collected on-site, your session was the highest rated of over 30 sessions. We had several attendees tell us that your session was not only the best session that they attended this year, but also the best they’ve ever attended with ASA or any other group.”
EVENING PROGRAM
JCTA GENERAL MEETING: STATE OF THE CANADIAN TANNING INDUSTRY JCTA Board of Directors 5:00 – 6:00
The Joint Canadian Tanning Association represents the interests of Canada’s professional indoor tanning community. This evening program will include a report from JCTA to Canadian attendees on the state of the Canadian Tanning industry, JCTA’s activities in the past year and plans for 2009.
SMART TAN’S ‘D-FEAT BREAST CANCER’ PROJECT: CAMPAIGN REPORT Presentation and Mixer with Cash Bar 6:15 – 7:30
More than 800 tanning facilities took part in Smart Tan’s “D-Feat Breast Cancer” fundraiser in May – an effort designed as an awareness campaign in salons to fund the continuation of solid research and promotional efforts in the established connection between higher vitamin D levels and significantly decreased breast cancer rates. This presentation is a report on the success of that campaign, including a full report on how the proceeds have been directed and how future efforts will be organized.
Saturday, Sept. 20
MID-CONFERENCE GENERAL SESSION
The Transformational Marketing of a Salon Makeover John R. Farr, keynote speaker 8:00 – 9:30
Tanning salon companies may be getting bigger and the industry may be changing, but the same fundamental small business principles still apply for attracting clients. John Farr has learned a lot about the indoor tanning industry as a marketing consultant to more than 200 tanning retailers – relationships he built after working for more than 15 years teaching marketing techniques to the owners of independent video rental stores, many of who crossed over into tanning. Since speaking at Smart Tan’s conference in 2005 Farr has worked with some of tanning’s leading retailers.
In this session Farr will share two specific case studies of case studies of salon owners he’s worked with and how they've re directed their marketing (specifics) and have become success stories. Farr will also apply specifics of what all salons should be doing to change their marketing approach – lessons that will apply to businesses of all sizes. He’ll cover marketing strategies for tanning facilities and how they have been applied and mis-applied.
Farr has worked in the retail industry for more than four decades, the business of managing people for 35 years and the video retail business for more than 23 of those years. He served as director of marketing and operations for Target Store Entertainment Division, and in 1990 was named by the American Video Association as one of its “Video Executives of the Decade”. He holds an M.B.A. in Human Resource Management and has authored seven books on the subject of managing video stores and their employees.
Farr has led a program called “Amazing Transformations” in the independent video store market – a program very similar to the “Total Salon Makeover” led by the Smart Tan team at this event, transforming a failing video retailers into a thriving store.
CONCURRENT WORKSHOPS
Tanning Session Sales: Strategies and Tactics To Maximize Revenue Jerry Marfut, Smart Tan Network 9:45 – 10:45
Does your staff have the skills to sell the service of tanning and tanning sessions and products effectively? Does your staff understand how to upsell tanning packages? Smart Tan Sales Training Director Jerry Marfut leads a re-engineered Tanning Session Sales course – perfect for owners, managers and salon staff. Most salons today still do not maximize their sales opportunities. Regardless of your sales program, this class is designed to help you build a program to sell tanning packages and upsell as a salon system. You will walk away from this hands-on program with the tools to improve your salon’s sales. Marfut will be at the convention all weekend – you will have the chance to discuss this topic with him after the class and throughout the conference.
Tanning’s New Message: What You Can Say And How You Can Say It Joseph Levy, Smart Tan Network 9:45 – 10:45
Despite its therapeutic roots in Europe, indoor tanning has been marketed for 30 years in North America as a cosmetic service. The advent of vitamin D research in recent years has indoor tanning professionals confused about what they can and should say about new evidence linking vitamin D and regular sun exposure to positive physiologic and psychological effects. In this session Smart Tan’s Joseph Levy thoroughly reports on what you can say, how you can say it and what you should avoid.
The Essential Online Solution: The Five-Step Formula for Small Business Success Rick Segel, Smart Tan Retail Consultant 9:45 – 10:45
Internet presence is still a bogeyman to most small business retailers. This program – modeled from Smart Tan Retail Consultant Rick Segel’s new book of the same name – will change that. It explores why NOW is the time to embrace e-commerce systems that can re-energize and revitalize your business. This program is a marketing program designed for the independent retailer (not the techies) to explore ways to generate more revenues from your existing business. You will see how other stores are succeeding and how you can use them as your role models. You will leave with the essentials of how to do it! * Learn why stores are succeeding beyond expectations * Learn why websites are only one component of the online solution * Learn the ingredients of the electronic Combo-Cocktail that has catapulted sales * Understand why it is more economical than you think * Learn why just having a web site means nothing * Understand why every store must have a blog * Learn why ecommerce isn’t about being big but rather being special * Learn how to partner with your vendors for increased profitability
Tanning Lotion Sales: Strategies and Tactics To Maximize Revenue Jerry Marfut, Smart Tan Network 11:00 – 12:00
This program tackles the specific techniques necessary to effectively sell skin care products in the salon – a skill that is woefully inadequate in many tanning facilities today. Through techniques that are universal to any brand of lotion you carry in your store, participants will learn the “musts” in selling lotion to your clients, helping you maximize sales opportunities. You and your staff will walk away from this session with a plan to systemize your approach to lotion sales, ensuring that you have the chance to realize your lotion sales potential. Smart Tan Sales Training Director Jerry Marfut is an expert at applying lotion sales strategies to any store, regardless of your product mix. Marfut will be at the convention all weekend – you will have the chance to discuss this topic with him after the class and throughout the conference.
The Vitamin D Story: What’s Next Under the Sun? Dr. Marc Sorenson, Independent Sunlight Advocate 11:00 – 12:00
Dr. Marc Sorenson – founder of the National Institute of Fitness, one of the world’s leading health resorts – published the book “Solar Power for Optimal Health: Sunlight and Vitamin D May Save Your Life” in 2007 and is releasing a second edition of the book in 2008. The book openly promotes indoor tanning as a preferred source of vitamin D, and Sorenson himself – who is not affiliated with any indoor tanning business – owns and uses his own tanning bed. An expert on vitamin D, he’ll share his perspective on the new research in the past 12 months, where the vitamin D story is going and show you his journey to becoming a fan of Smart Tanning.
How to Thrive During a Slowing Economy Rick Segel, Smart Tan Retail Consultant 11:00 – 12:00
Smart Tan Retail Consultant Rick Segel knows the keys to surviving in and even taking advantage of a weak economy. Businesses can thrive during economic downturns and recessions if they know the right strategies to use. Economic slowdowns create opportunities when competitors cut back their marketing efforts, suppliers are more willing to negotiate and lower interest rates prevail. Doom and gloom will become a self-fulfilling prophecy for those who believe in them. This seminar will show you the strategies that will teach you how to:
* Restructure your marketing tactics to acknowledge but not succumb to negative sentiment * Focus on retention and awareness strategies * Reinvent yourself to become a true value driven organization * Seek out alternative marketing strategies * Create emotional attachments * Uncover new channels of distribution * Direct your marketing toward the 8 key cus tomer types
Sunday, Sept. 21
CLOSING GENERAL SESSION
‘THE TAN-IGHT SHOW’: CELEBRATING TANNING’S BRIGHT FUTURE Talk Show Format with surprise special guests, audience participation, fun, prizes and a message! 9:30 – 11:00
Smart Tan celebrates the future of the professional indoor tanning community in this high-energy, fun and informative closing general session formatted as “The Tan-ight Show” – a talk show/variety show format that will be both informational and educational. Special guest appearances will surprise you.
Special guests will include “the world’s leading expert on UV light” delivering an unforgettable message to the tanning community and the world, several of your peers who have revolutionized their businesses in the past year, a panel that will break down what we’ve covered over the weekend and some surprising entertainment.
The goal of Smart Tan’s conferences for 13 years has been to give you the tools you need to succeed, and to do so in a way that reminds you how special and wonderful the tanning market can be. “The Tan-ight Show” closes your conference in an up-beat fashion
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