Your Guide to Spray Tan Marketing: Attracting, Converting, and Retaining Loyal Clients

From Great Artist to Smart Marketer

Running a spray tan business takes more than skill with a spray gun. You can deliver flawless results, but without strong spray tan marketing, your books will stay empty. Thankfully, understanding this unique type of marketing is easy with the help of Norvell experts.

Below, we've created the ultimate Client Lifecycle Marketing Plan: a proven framework to attract new clients, convert them into appointments, and retain them for lasting loyalty. With Norvell as your partner, you gain strategies that grow your business and position you as the go-to artist in your market.

Stage 1: Attraction – Getting Your First Wave of Clients

The first challenge in spray tan marketing is getting noticed. Attraction is about building visibility, sparking curiosity, and positioning your business where potential clients are already looking.

With the right strategies in place, you can create awareness that leads to piqued interests and a stronger presence in your local market. Here's how you can do that most effectively.

Building Your Digital Storefront: Website & Social Media Essentials

Your website and social media profiles act as your portfolio, shaping first impressions before a client ever books. A polished website with service details, pricing, and an easy booking link builds trust instantly.

Since spray tanning is an intimate service, add a 'Meet the Artist' section to introduce yourself and your passion. Showcase your knowledge with educational content, like video responding to FAQs to position yourself as an expert to would be clients.

When social media profiles are full of result photos, transformations, testimonials, and even behind-the-scenes content you showcase who you are as a spray tan artist.

Local SEO Basics: Getting Found on Google Maps

Local search drives many new bookings, and Google Maps is where clients start. By creating a complete Google Business Profile with photos, hours, and reviews, you will improve your company's visibility tenfold.

Adding location-based keywords to your site will also increase the chances of discovering and boosting your spray tan advertising efforts.

Initial Buzz: Leveraging Friends, Family, and Local Partnerships

Your first wave of marketing often comes from the people already in your circle, and that's perfectly fine! It can be a great idea to offer discounted or modeled sessions to friends and family, as this can help you build a starter profile.

Partnering with local businesses like salons, gyms, or bridal shops also introduces you to audiences who already value beauty services. These grassroots tactics create authentic connections that support long-term spray tan marketing success.

Stage 2: Conversion – Turning Interest into Appointments

Attraction builds awareness, but conversion turns that attention into paying clients. This stage of spray tan marketing focuses on creating compelling reasons to book and removing barriers that may slow the process.

Here's how we suggest turning that initial spark of interest into a full-on booked appointment.

Creating Your Irresistible Offer: New Client Specials & Packages

A strong introductory offer gives potential clients a reason to try your services now instead of waiting.

New client specials, bundle deals, or seasonal promotions add urgency while showcasing the value of your work. These offers can also set the stage for repeat visits when paired with future packaging pricing.

Here's a pro tip from our educators: Don't just bundle tans; bundle the experience. Try offering a package of three spray tans that includes a free trial-size aftercare product, like a tan extender. This encourages client loyalty, proves the amazing results of your retail line, and teaches them how to properly maintain their tan.

Effective spray tan advertising highlights these deals clearly and positions them as limited opportunities worth taking.

Instead of running a generic sale, create timely offers around local events where people want to look their best. Think Homecoming & Prom Glow Packages, Holiday Party Prep, or a special for New Year's Eve. Tying your spray tan advertising to specific moments gives clients a compelling reason to book now.

Show, Don't Tell: Building a Stunning Portfolio on Instagram

Clients want proof that your spray tans look natural, consistent, and professional. A well-curated Instagram profile with before-and-after photos builds that credibility instantly.

Highlighting real clients rather than stock images creates trust and makes your artistry relatable. Strong visual storytelling turns your feed into a conversion tool that supports spray tan advertising ideas.

Making It Easy to Book: Online Scheduling & Clear CTAs

Even the best offer falls flat if booking feels complicated. Online scheduling systems should allow clients to choose services and times without back-and-forth messages.

Adding visible "Book Now" buttons and simple instructions keeps the process direct and frustration-free.

Stage 3: The Experience – Creating a Client for Life

A flawless spray tan is only part of what keeps clients returning. The overall experience is what shapes how they remember your business and whether or not they recommend you to others.

This stage of spray tan marketing focuses on personalization, education, and memorable details that turn a first appointment into lasting customer loyalty.

The Perfect First Appointment: Consultation & Customization

Every client arrives with different goals and skin tones, which makes consultations essential.

Asking the right questions about undertones, event timing, and personal preferences shows professionalism and builds confidence. Additionally, customizing the spray tan solution with the right shade and formula prevents the "orange" look that clients have nightmares about.

By treating each appointment as unique, you position yourself as the expert they can rely on for consistent results.

Educating on Aftercare (and a Chance to Upsell Retail Products)

Client education is one of the most effective spray tan marketing techniques because it directly impacts satisfaction and retention.

Explaining proper aftercare – such as when to shower, which lotions to use, and what to avoid – helps clients maintain their glow longer. Offering retail products like Norvell self-tanning mousses or tan-extending lotions gives your clients a feeling of convenience, all while boosting revenue.

The Small Touches That Create a "Wow" Experience

Clients will always remember the details that make them feel valued. Simple touches such as providing disposable wipes, adding a refreshing scent in the room, or offering unique drinks and snacks before and after tanning can truly elevate your service.

These thoughtful extras strengthen loyalty and encourage positive reviews that double as spray tan advertising. After all, a client who feels truly cared for will not only return, but also refer others who want the same premium experience.

Stage 4: Retention – Keeping Your Calendar Full

While garnering new clientele is critical, retention truly defines long-term growth and success. This stage of spray tan marketing is all about building lasting relationships that keep clients returning and spreading the word.

With consistent communication, loyalty rewards, and powerful social testimonials, you can transform casual visits into steady business. Let's examine how.

Stay Top-of-Mind: Simple Email & SMS Marketing

Regular communication ensures your clients remember you when they need their next tan.

Short text reminders, seasonal specials, and aftercare tips sent by email or text add value without overwhelming. Tools like automated scheduling make it easy to reach your entire client base with consistent messages.

By staying visible in their inbox or phone, you keep your brand top-of-mind and encourage repeat bookings.

Building Loyalty: Referral Programs & VIP Tiers

Structured loyalty programs encourage clients to keep coming back while sharing your services with friends.

Think of it like our own commitment to you. For example, in the Norvell Tanning Rewards Program, we reward professional artists with points based on their spending, which can be redeemed for exclusive perks. You can create a similar system for your clients, turning their loyalty into a growth engine for your business.

Even something as simple as a stamp card offering your client a free or discounted session after a certain number of visits can increase client commitment. Overall, these spray tan advertising strategies deepen relationships and turn satisfied clients into long-term supporters.

The Power of Reviews: How to Ask for and Leverage Testimonials

Finally, having positive reviews online builds trust and influences new clients. The best time to request a review is right after a client expresses satisfaction, while the experience feels fresh. You can offer discounts for those who leave reviews, too.

Offering a direct link to your Google or Yelp profile makes the process fast and simple. Then, once collected, these testimonials can double as marketing material for your website or socials.

Your Next Steps With Norvell

Your growth as a spray tan professional does not stop here. Norvell offers the tools, training, and professional equipment to help you put this spray tan marketing plan into action and elevate your business exponentially.

Explore our How to Start a Spray Tan Business blog for step-by-step guidance, or advance your skills through Norvell University training classes. No matter what resources you need to support your spray tan company, with Norvell as your partner, you'll get what you require for lasting success.