october 2009 - Stylist and Salon Newspapers

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Put Technology to Work for You Training Center & Equipment Showroom Call for North Austin Class schedule. On-site training available for groups and schools Current Classes Offered: Acne Treatments Advanced equipment Advanced Peels Anti-Aging & Hyperpigmentation Treatments MAKE A CAREER CHANGE FOR THE BETTER. 1-800-388-CUTS www.supercuts.com/careers FOR COMPETITIVE COMPENSATION, ONGOING EDUCATION, CAREER OPPORTUNITIES AND A FUN ENVIRONMENT, CALL 1-800-388-CUTS or log on to www.supercuts.com/careers to learn more. If you are already employed by a Regis Corporation salon concept, please tell your stylist friends about us. 10 | OCTOBER 2009 | TEXAS STYLIST & SALON Dermaplaning/Epidermal Leveling Microcurrent “Non-Surgical Face-lift” Microdermabrasion Certification Skincare Basics Skincare Classes, Equipment & Product Sales www.skinlogic-austin.com 13740 N. RESEARCH BLVD, BLDG. V, SUITE 3 AUSTIN, TX | 512.944.9780 Three Months of Marketing Elizabeth Brown One of the toughest aspects of running any business that employs people is the “employing people” part. As salon owners you have no choice but to become an instant staff development director, human resource manager, conflict resolution expert and consummate motivator to the best of your abilities. Even then, people don’t always follow the rules. What may work to incentivize some staff doesn’t interest others. Sometimes, no matter how far you go to empathize, sympathize, motivate and interest your employees, they choose not to come along for the ride. Some demonstrate a lack of concern for your business, coming in late, skipping employee meetings, refusing to participate in sales initiatives, refusing even to help grow their own clientele. Worse, no matter how hard you try to develop a mutually respectful, positive climate, some employees undermine your efforts – sometimes subtly and sometimes in outright subversion to the goal. Do you wonder what this has to do with technology? As someone who has been preaching technology to businesses in the professional beauty industry for five years, I still see it when your eyes glaze over. I feel the subtle (and sometimes not so subtle) resistance to the reality that your business does, in fact, need a website. I still hear from individuals within the industry that they are “afraid” that they will make their customers “mad” if they email them. Since marketing and business arguments have still not overcome your objections to putting technology to work for you, I wanted to give you a more self-centered reason to put the internet and email to work for you. The internet and email will not talk back, undermine efforts to grow business or create a negative undertone. They will work for you, showing up day in and day out, at any time day or night, 24 hours a day, 365 days a year. They will support your sales initiatives, help generate new business and play an active role in attracting new residents and clients looking to make a change from the competition. The beautiful reality of email and the web is that you can create the best version of your business for display. You can tell clients about products that stylists ‘forget’ to mention. You can promote new stylists, celebrate personal events of staff and clients, you can congratulate and give kudos, and espouse worthy causes. You can tailor your communications to client’s desired frequency and to what interests them most. You can create leverage needed to attract other businesses for cross marketing or conducting cooperative events and marketing campaigns. A lot of good reasons to put the internet and email to work for you. Half of all Americans spend more than an hour online every day, and that statistic goes up in your prime demographics: working professional men and women, moms, boomers, and prospective clients 35 and under. Your clients and prospective clients will be looking for you online - you’ll be googled, yahoo’ed and otherwise searched for. A website is a 24 x 7 x 365 billboard to the world. You can start with a landing page for just a couple hundred dollars a year or build a complete online community. A website can be as simple as a one page “landing” site costing as little as a couple hundred a year (compare the cost of that with your yellow page listing) or a multipage site with home page plus contact/location, menu, and a special web offer for current or new clients. Simply put, you have to have it, because your clients use it. Here are a few ways to put e-mail to work for you in the course of business: appointment reminders, sending directions and contact information; thank you notes; newsletter; promotional service or retail offers for clients; event announcements, collecting RSVP’s and taking reservations. To avoid alienating readers, follow simple rules of email etiquette - be personal, be brief and compelling, and only send email to those clients or prospects who have subscribed or otherwise given you permission. Collect email online and offline in the salon at appointments, point of purchase and events. Even if you’ve never used a computer, you can still use e-mail as a communications tool for your business. How? Simple. If you really don’t want to learn to use it, hire a local high school or college student. Just a few hours a week will be enough to give you a start on an effective e-mail communications program. If simplicity isn’t compelling, price may be. Note cards and postcards are inexpensive and fairly quick in reaching people, but e-mail is immediate, trackable and FREE - and e-mail also has a significantly higher response rate than other forms of marketing. Elizabeth Brown is the founder of Be InPulse Marketing and Design in Auburn, Washington and the author of 12 Months of Marketing for Salon and Spa. Email the author at elizabeth@12monthsofmarketing.net. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com
1-800-789-3211 www.salonsource.biz ® NIOXIN Nioxin products are available in all Salon Source stores! Call your local Salon Source store for special offers. SALON SOURCE presents… hair therapy This NEW salon service is like no other. It is creating a Big Buzz in our industry! Keratin Complex Hair Therapy is gentle enough for you to use on all hair types, whether it’s been colored, relaxed, straightened, or permed! New... Non-Chemical Smoothing System: • Eliminates up to 95% of frizz and curl • Straighter & Shinier • Faster and Easier to blow dry • Reduces daily styling time • Reconstructs & Restores, leaving the hair feeling soft, healthy, and luxurious. Formaldehyde Free Call for Class Dates and Locations 1.800.789.3211 PERFORMANCE FOR MEN BRINGING ICONIC BRITISH STYLE BACK TO THE SALON THE MEN’S LINE FOR THE INDEPENDENT SALON. NOT AVAILABLE IN BEAUTY SUPPLIES, NATIONAL CHAINS, DRUG STORES, OR GROCERY STORES. CONTACT SALON SOURCE FOR INFORMATION AND INTRODUCTORY PACKAGES. 800.789.3211
Page 2 and 3: In this issue... 4 6 14 Beauty Busi
Page 4: CELEBRATING OVER 37 YEARS OF SERVIC
Page 7 and 8: Build Your Business Online Would yo
Page 9: fine, straight hair because it is f
Page 13 and 14: Makeup Artistry Brush Basics Esthet
Page 15 and 16: Top Ten Violations This tables refl
Page 17 and 18: Tech Talk — Choosing the Right Sa
Page 19 and 20: WHAT’S NEW IN THE MARKET 1. Perfe

october 2009 - Stylist and Salon Newspapers

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