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36 June 2016 | beautystorebusiness.com BENEFITS Built-in advertising. "Because TTV is mobile, we get a lot of exposure just by driving around. We've secured quite a bit of business because someone saw us driv- ing by or parked somewhere," LaMar says. Instant Events. A simple canopy, Bluetooth connection and products that they can tote along allows The Tanning Van to turn any parking-lot session into a mini event. "Depending on the occasion and location, we can put up our pop-up canopy and put out a table to display our skincare products, TTV-branded apparel and, if our host would like, food and drinks to make it a fun event!" Easily accommodates large parties. While some salons may fear the logistics of a major group or party, The Tanning Van leverages the mobile element of its business to draw in big teams and companies that may wish to offer tanning services at an event of their own. "Our most grand experience occurred in July 2015 when we were hired by E! Network to help it promote a brand-new reality TV show, Stewarts & Hamiltons, for which they completely rebranded our van. They paid us very handsomely to spend a few days spray-tanning media personnel at places such as BuzzFeed, POPSUGAR, InStyle and Refinery 29. [It's] something we could never have done had we not been mobile," she says. CHALLENGES Converting the public. When it comes to The Tanning Van, you've got to see it to believe it. "Marketing TTV has been a labor of love. We've found that the best way to earn new business, especially from other local businesses, such as bridal shops, gyms, hotels/resorts, event planners and salons, is that they actually see the van. TTV is a brand-new concept that people have never seen or heard of before. Once they get a visual tour, they become excited about using us and sending business our way." To further seal the deal, a free spray tan helps businesses promote The Tanning Van—from their experience. Subject to the elements. Much more than with a storefront, mobile businesses are subject to logistical constraints, such as weather, traffic, time constraints and more. "It's important that we inform peo- ple that TTV is air-conditioned or heated so they know they'll be comfortable despite the temperature outside." Time-management. "Depending on where the client is located, we have to block off anywhere from 30 to 45 minutes up to an hour to tan one person, which hinders us from doing the volume that a brick-and-mortar store could do. As a result, we charge more for clients who are outside of our Service Area 1." The Tanning Van team adapts to logistical challenges by planning in advance and educating its customers on what they can do to prepare for their services. Van photos by Breanna Armstrong, Beauty Store Business Continued on page 40