october 008 - Stylist and Salon Newspapers

In this issue...
Marketing is Still the Most Important
Ingredient in Your Business
9
10
14
Blue Highways
While branding alone does not
guarantee success, having an
identifiable brand does differentiate
you or your business in the
beauty marketplace. Jerry Tyler
explains how branding establishes
who you are and where
you are placed in the market
landscape.
Better Business
Preparing for the holidays
requires planning if you want to
reap all the benefits a successful
holiday season can offer. Neil
Ducoff offers tips to make the
most of the holiday rush.
Beauty Business Buzz
From where to advertise to how
much to spend, Shannon Wells
takes a look at some of the keys
to success when creating an
advertising plan and what you
need to know to make sure
you’re getting the most bang for
your advertising buck.
Know When to Grow . . . . . . . . . 6
Marketing Solutions. . . . . . . . . . 8
Blue Highways . . . . . . . . . . . . . 9
Better Business . . . . . . . . . . . . .10
The Nail Extension . . . . . . . . . . .12
Beauty Business Buzz . . . . . . . . .14
Esthetic Endeavors . . . . . . . . . .15
The Mane Objective. . . . . . . . . .16
California Board News . . . . . . . .17
Classifieds . . . . . . . . . . . . . .18-21
Calendar . . . . . . . . . . . . . . . . .22
What’s New in the Market . . . . . .23
On the cover...
Photo Courtesy of
FRAMESI
From the Editor
Lisa Kind
No matter how great you are, if people
can’t find your salon or spa, you’ll never get to
prove it.
This month’s Stylist focuses on marketing
to help you find ways to bring people into your
place of business.
Suppose you own a spa and you’ve been
struggling to build that perfect service menu
that’ll bring droves of people to experience the
wonderful pampering you offer. Would you
like some help putting the menu together? If
so, check out Judith Culp’s article on page 15
“Creating Your Perfect Menu.”
Marketing knowledge is essential this
time of year to plan your holiday strategy. And
bear in mind the holidays are trucking toward
us full throttle. We all know our businesses
need to grab as much of the holiday plenty as
we can. Thumb over to page 10 and let Neil
Ducoff tell you all about “Creating a Holiday
Crush.” He’ll tell you how to compare your
historical performance to your goals, and create
a winning strategy to fulfill those goals.
Planning ahead is the topic of “Prepping
Your Salon and Staff for Holiday Traffic” on page
8, and you’ll be reminded of the importance
of doing a little up-selling that not only helps
everyone look extra festive this season but also
helps your bottom line.
Getting people into your establishment is
easier and return customers more often if your
business stands for something. What is your
brand known for? Are your customers aware
of your philosophy? For help in using this approach
to help your business, we have a couple
wonderful articles for you.
Jerry Tyler’s “Branding” article on page 9
will help you see how having a clear picture
of what you stand for and determining what
motivates people to become faithful clients can
help you create a real brand awareness. Reading
his probing questions, and consider how
you answer can make a real difference in helping
you create an image people will identify
with and seek out.
Then let Vicky Peters’ article blow your
mind by telling you a brief story about Mac
computers and iPods. Trust me; it all makes
sense once she finishes explaining. She helps
you see how some of the biggest names out
there helped all of us identify what their name
means, what they stand for. Then she’ll give
you some great ideas for how you can do it
too. You’ll find her article on page 12 under
the headline “Are You Branded?”
Then there’s the ever-confusing world of
advertising. Have you ever wished you knew
“The Who, What, When, Where and Why of
Advertising”? Under that headline on page 14,
you’ll find Shannon Wells’ discussion of the
secrets of not just throwing your money at a
bottomless advertising pit, but careful planning
your financial strategy of an advertising well.
She’ll remind you of not only the necessity of
advertising, but also the importance of knowing
and using some key factors in advertising.
So you’ve mastered your marketing and
advertising plan and your salon is full to it’s
capacity. Have you ever considered opening a
second location? Get some advice from those
in the know by reading How to Know When the
Time is Right to Grow on page 6. Industry leaders
from the International Salon Spa Business
Network share their insights, experience and
advice.
This issue has more in store for you than
what I have mentioned. Although the focus of
this month’s Stylist is a little more nitty-gritty
deep thinking about a heady subject, we still
tried to keep it fun and engaging. I hope you
enjoy the whole issue, and I am interested
in any comments you may have on how the
advice you find here works out for you. Email
me at lisa@stylistnewspapers.com.
4 | OCTOBER 2008 | CALIFORNIA STYLIST & SALON