october 2009 - Stylist and Salon Newspapers
october 2009 - Stylist and Salon Newspapers
october 2009 - Stylist and Salon Newspapers
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Your Website Is Your Best PR<br />
by Bruce Rigney<br />
Reprinted in part from www.beautyprpro.com<br />
Part I of II — About Your Home Page<br />
The process of web concept, design <strong>and</strong><br />
creation is a critical piece of the public relations<br />
<strong>and</strong> marketing mix today. It’s no longer<br />
adequate for a website to be simply a beautiful<br />
on-line brochure <strong>and</strong>/or catalog.<br />
Websites must be convenient, fast, <strong>and</strong><br />
easy-to-navigate for client interaction <strong>and</strong><br />
impression. It’s your client’s first impression experience<br />
with your business, <strong>and</strong> it begins the<br />
second they enter your URL (Sure…I don’t<br />
mind waiting 30 seconds while your splash<br />
page loads…yeah, right).<br />
First Impressions<br />
It should go without saying that in the<br />
beauty industry, aesthetic appearance is the<br />
first step in the creation of a positive relationship<br />
… Looks do count … of course it has to<br />
be a beautiful design but …<br />
Does your website load quickly? If your<br />
visitor has to wait at all, you risk an immediate<br />
bail-out before your site fully loads on the<br />
screen. While dazzling animated graphics may<br />
be cool, to most website visitors, watching<br />
your flash loading graphic isn’t what they<br />
want. Gimme the page!<br />
Given your visitor has not bounced off<br />
your homepage due to slow downloads,<br />
what’s next? The company name <strong>and</strong> what it<br />
provides in the way of products or services.<br />
The visitor needs to see br<strong>and</strong> image, probably<br />
a logo <strong>and</strong>/or some other image which<br />
can be immediately associated with the product<br />
or service.<br />
Put things where people normally look<br />
for them. Don’t make us guess <strong>and</strong> hunt. Design<br />
creativity does NOT trump ease of use.<br />
You’ll lose them. Don’t make me scan all over<br />
the entire homepage to locate the primary or<br />
secondary navigation. Following conventions<br />
enables the visitor to navigate swiftly in the<br />
environment of the site.<br />
Stop With the Scrolling<br />
Visitors don’t like to scroll. They like to<br />
click. Your clients want the essential data to<br />
make a decision about you, your salon, or<br />
your products. They want quick, concise<br />
Obvious navigation options are presented<br />
on the www.itechproducts.com site.<br />
18 | OCTOBER <strong>2009</strong> | TEXAS STYLIST & SALON<br />
statements which appeal to their needs <strong>and</strong><br />
wants. And they don’t want to scroll down<br />
pages containing lengthy descriptions of the<br />
product or company. You need to attract attention,<br />
create interest <strong>and</strong> deliver your message<br />
quickly to hold them on the site so they<br />
can be directed to contact you or purchase<br />
your product.<br />
If you have a list of benefits to appeal to<br />
your visitor, don’t bury them in a lengthy<br />
paragraph of rambling text. If you have a list<br />
of benefits, make a list. Break out lines of<br />
text into bullet points with the most attractive<br />
benefits at the top. Don’t make the list so<br />
lengthy that the visitor has to slow the search<br />
by scrolling.<br />
Now that you’ve got them interested, you<br />
want to guide them continue through the site<br />
to the point where they are ready to contact<br />
you or purchase your product. This is initially<br />
accomplished through navigation bars or<br />
attractive feature boxes on the homepage that<br />
link the visitor to their areas of interest.<br />
For a good example of a short <strong>and</strong> to the<br />
point homepage visit www.lanadil.com<br />
Short <strong>and</strong> to the Point<br />
A web page is not a blog … term paper<br />
… or essay, graded on how many words you<br />
can string together to make a short story long.<br />
You drive away visitors <strong>and</strong> stifle interest with<br />
long-winded company missions, credentials,<br />
product descriptions, <strong>and</strong> lengthy news stories<br />
about the company or product.<br />
Too many websites look like an information<br />
source, advertisement, <strong>and</strong> brochure<br />
wrapped up in a video game. Your visitor<br />
wants information, <strong>and</strong> they want it NOW.<br />
When you write for a web page, think “short<br />
attention span.” As with any advertising<br />
medium, you have 1/4 second to get their<br />
attention.<br />
Part two next month picks up with “Where<br />
to From Here” … how to guide your visitor<br />
from the home page to where you can satisfy<br />
their needs <strong>and</strong> your website’s objectives.<br />
This article is edited from the three part series on www.beautyprpro.com,<br />
a PR blog written regularly by Sharon Esche <strong>and</strong> Alex<strong>and</strong>er Irving of Esche<br />
& Alex<strong>and</strong>er Public Relations for salon <strong>and</strong> spa professionals. The website<br />
series was originally guest posted by Bruce Rigney, owner of Rigney Graphics,<br />
a marketing communications <strong>and</strong> web design firm headquartered in<br />
Pasadena, CA. Their website is www.rigneygraphics.com.<br />
October <strong>2009</strong><br />
4: Beauty School Forum, Barristar Productions, Indianapolis, IN<br />
www.barristar.com 800 SHOW-432<br />
4-5: ABA Canada Beauty Show Calgary www.abacanada.com<br />
4-5: The High Road to Education Ultimate Two Day Event, Dallas,<br />
TX www.theHRTE.com<br />
5-8: ISPA Conference, Las Vegas www.experienceispa.com/ISPA<br />
11: George Riley’s PBC Central Coast Show, Santa Cruz, CA<br />
1-800-303-3630 www.georgerileyspbc.com<br />
11: Iorio Beauty <strong>Salon</strong> Forecast, New Castle, PA 1-888-445-9050<br />
11-12: Mid-American Beauty Classic, Columbus, OH<br />
www.premiereshows.com<br />
11: Central Coast Hair Design & Beauty Expo, Santa Cruz, www.<br />
cocoanutgrovesantacruz.com/hairshow<br />
11-12: Passion Intl Stylebooks <strong>2009</strong> Photography Competition<br />
- Passion Family Stylebooks, Chicago, IL (703)359-6000 ext. 22<br />
11-12: Professional Beauty Manchester, www.professionalbeauty.co.uk/manchester<br />
14: Welcome to Our World sponsored by the Professional Beauty<br />
Federation 800.468.2274 x3437<br />
17-19: Intercoiffure Fall Atelier, New York www.intercoiffure.us<br />
1-800-442-3007<br />
17-19: <strong>Salon</strong> International, London, www.salonexhibitions.co.uk<br />
18: Maly’s presents Undressed - Creativity Exposed, Irvine, CA<br />
www.malys.com<br />
18: Beauty School Forum, Barristar Productions, Phoenix, AZ<br />
www.barristar.com 800 SHOW-432<br />
18-19: Premiere Birmingham, AL www.premiereshows.com<br />
18-19: Heartl<strong>and</strong> Beauty Expo, St. Paul, MN<br />
www.heartl<strong>and</strong>beautyexpo.com<br />
25: I.E.C.A. presents Haute Hair Competitions & Runway Presentations,<br />
Northern Quest Casino, Airway Heights, WA (509)838-8242<br />
www.iecaspokane.com<br />
25-26: Texas Beauty Show, Dallas, TX 512-415-8300<br />
www.texasbeautyshow.com<br />
25-26: International Congress of Esthetics <strong>and</strong> Spa, Philadelphia,<br />
PA 800.471.0229 or visit www.LNEONLINE.com<br />
25-26: ABA Canada Beauty Show - Moncton www.abacanada.com<br />
25-26: Strategies presents High-Performance Front Desk Training,<br />
Centerbrook, CT www.strategies.com<br />
25-27: Goldwell Trend Zoom, Las Vegas goldwell-northamerica.com<br />
OCTOBER <strong>2009</strong><br />
3-4: Westmore Academy of Cosmetic Arts presents Character<br />
Teeth & Halloween Face Painting, Burbank, CA 1-877-978-6673<br />
4: SO.CAP.USA Hair Extensions presents Certification Class,<br />
Arlington, TX 1-888-460-3031 www.socapusa.com<br />
4: Novalash Eyelash Extension Class, Wichita, TX 1-866-430-<br />
1261 or (713)520-5848<br />
5: SO.CAP. USA Hair Extensions presents Skill Enhancement<br />
Class, Arlington, TX 1-888-460-3031 www.socapusa.com<br />
5: Skin Logic Training Center presents Dermaplaning / Epidermal<br />
Leveling, Austin, TX (512)944-9780, shawn9780@gmail.com<br />
5: Novalash Eyelash Extension Class, Austin, TX 1-866-430-<br />
1261 or (713)520-5848<br />
5: Skin for Life presents Aesthetic Boot Camp, Wichita Falls, TX<br />
1-866-312-SKIN www.skinforlife.com<br />
5-9: Westmore Academy of Cosmetic Arts presents SFX: Blood,<br />
Cuts & Bruises, Burbank, CA 1-877-978-6673<br />
6: Skin for Life presents Beyond the Basics, Wichita Falls, TX<br />
1-866-312-SKIN www.skinforlife.com<br />
6: Skin Logic Training Center presents Dermaplaning / Epidermal<br />
Leveling, Austin, TX (512)944-9780, shawn9780@gmail.com<br />
6: Novalash Eyelash Extension Class, Houston, TX 1-866-430-<br />
1261 or (713)520-5848<br />
8: Novalash Eyelash Extension Class, El Paso, TX 1-866-430-<br />
1261 or (713)520-5848<br />
10-11: Westmore Academy of Cosmetic Arts presents Bald Caps,<br />
Burbank, CA 1-877-978-6673<br />
11: Adrian The Dream Weaver presents Hair Extension Certification<br />
Course, Dallas, TX (972)387-5677 www.HairExtension.com<br />
11: SO.CAP.USA Hair Extensions presents Certification Class,<br />
Longview, TX 1-888-460-3031 www.socapusa.com<br />
12: SO.CAP. USA & MyLan Beauty Enterprises present An<br />
Extensive Evening Course with Manny Villarreal, Arlington, TX 1-888-<br />
460-3031 www.MyLanBeauty.com<br />
12: Skin for Life presents Equipment Trends in Aesthetics, Wichita<br />
Falls, TX 1-866-312-SKIN www.skinforlife.com<br />
12: G.G.O. Beauty School presents Sanitation, State Law, HIV,<br />
Mesquite, TX (972)285-5043 www.ggobeautyschool.com<br />
12: SO.CAP. USA Hair Extensions presents Skill Enhancement<br />
Class, Arlington, TX 1-888-460-3031 www.socapusa.com<br />
12-11/6: Westmore Academy of Cosmetic Arts presents Hairstyling<br />
for Print, T.V. & Motion Pictures, Burbank, CA 1-877-978-6673<br />
25-27: Strategies Business Series 4.0 - Session 1 of 4, Centerbrook,<br />
CT www.strategies.com<br />
November <strong>2009</strong><br />
1-2: San Juan Beauty Show <strong>2009</strong>, San Juan, Puerto Rico,<br />
www.sanjuanbeautyshow.net<br />
1-3: Cash Flow Camp, Wash., DC www.inspiringchampions.com<br />
2: Rise - Maly’s Business Forum, San Francisco, CA www.malys.com<br />
7-8: International Esthetics, Cosmetics <strong>and</strong> Spa Conference IESCS<br />
Florida, www.iecsc.com<br />
8-9: <strong>Salon</strong> <strong>and</strong> Spa Buyers Bazaar, Pomona, CA, Fairplex Event<br />
Center, 800-859-9247, www.sasbb.com<br />
8-9: Passion Intl Stylebooks <strong>2009</strong> Photography Competition - Passion<br />
Family Stylebooks, Washington, DC (703)359-6000 ext. 22<br />
8-10: Strategies presents Success for Today’s <strong>Salon</strong>/Spa Manager<br />
, Centerbrook, CT www.strategies.com<br />
8-11: Strategies Incubator, Centerbrook, CT www.strategies.com<br />
13-17: AACS Convention, Phoenix, AZ www.beautyschools.org<br />
15: NailPro Sacramento, 888.491.8265 www.nailpro.com<br />
16: NailPro Institute. 888.491.8265 www.nailpro.com<br />
15-17: Strategies presents No-Compromise Leadership, Centerbrook,<br />
CT www.strategies.com<br />
<br />
15-17: Champ Camp, San Diego www.inspiringchampions.com<br />
January 2010<br />
10-17: Supernatural <strong>Salon</strong> Cruises, Southern Caribbean, 800-<br />
676-5264 www.<strong>Salon</strong>Cruises.com<br />
30-2/1: International <strong>Salon</strong> <strong>and</strong> Spa Expo, Long Beach, CA 800-<br />
468-2274 www.probeauty.org/isse<br />
February 2010<br />
20-21: Spa & Resort Expo <strong>and</strong> Conference, Los Angeles, CA<br />
www.spa<strong>and</strong>resortexpo.com www.medaestheticsconference.com<br />
<br />
28-3/1: ABA Canada - Toronto, Canada www.abacanada.com<br />
March 2010<br />
7-9: IBS NewYork, New York www.ibsnewyork.com<br />
7-9: International Esthetics, Cosmetics <strong>and</strong> Spa Conference IESCS<br />
New York, www.iecsc.com<br />
7-9: Professional Beauty London, www.professionalbeauty.<br />
co.uk/london<br />
13: Skin for Life presents LED Light Therapy, Wichita Falls, TX<br />
1-866-312-SKIN www.skinforlife.com<br />
13: Skin Logic Training Center presents Microdermabrasion<br />
Certification, Austin, TX (512)944-9780, shawn9780@gmail.com<br />
18: SO.CAP.USA Hair Extensions presents Certification Class,<br />
Arlington, TX 1-888-460-3031 www.socapusa.com<br />
19: Armstrong McCall presents Diamonds Cosmetology Sanitation,<br />
Law & Regulation (903)891-1069 or www.diamondscosmetology.com<br />
19: G.G.O. Beauty School presents Sanitation, State Law, HIV,<br />
Mesquite, TX (972)285-5043 www.ggobeautyschool.com<br />
19: SO.CAP. USA Hair Extensions presents Skill Enhancement<br />
Class, Arlington, TX 1-888-460-3031 www.socapusa.com<br />
19: Skin Logic Training Center presents Microcurrent Non- Surgical<br />
Face Lift, Austin, TX (512)944-9780, shawn9780@gmail.com<br />
19: Skin for Life presents Microcurrent Analysis, Wichita Falls, TX<br />
1-866-312-SKIN www.skinforlife.com<br />
19: KM Impressions presents Certified Airbrush Makeup Training,<br />
San Antonio, TX (210)655-4624 www.kmimpressions.com<br />
20: Skin for Life presents Microdermabrasion Fundamentals,<br />
Wichita Falls, TX 1-866-312-SKIN www.skinforlife.com<br />
24-25: Westmore Academy of Cosmetic Arts presents Airbrush,<br />
Burbank, CA 1-877-978-6673<br />
25: Adrian The Dream Weaver presents Hair Extension Certification<br />
Course, Dallas, TX (972)387-5677 www.HairExtension.com<br />
25: Novalash Eyelash Extension Class, Dallas, TX 1-866-430-<br />
1261 or (713)520-5848<br />
25-26: SO.CAP. USA & MyLan Beauty Enterprises present An<br />
Extensive Evening Course with Manny Villarreal @ the Texas Beauty<br />
Show! 1-888-460-3031 www.MyLanBeauty.com<br />
25-26: Cinderella Hair 2-Day Seminar, San Antonio, TX www.<br />
cinderellahair.com 800-332-9246<br />
26: Skin Logic Training Center presents Advanced Peels, Austin,<br />
TX (512)944-9780, shawn9780@gmail.com<br />
26: G.G.O. Beauty School presents Sanitation, State Law, HIV,<br />
Mesquite, TX (972)285-5043 www.ggobeautyschool.com<br />
26 Novalash Eyelash Extension Class, Dallas, TX 1-866-430-<br />
1261 or (713)520-5848<br />
26: Skin for Life presents SFL Peel Training <strong>and</strong> Product Knowledge,<br />
Wichita Falls, TX 1-866-312-SKIN www.skinforlife.com<br />
27: Skin for Life presents Vascular Removal, Wichita Falls, TX<br />
1-866-312-SKIN www.skinforlife.com<br />
28-Dec.30: SPAWHO.COM, Inc. presents Top Gun Front Desk<br />
Training - Online Webinar Course www.spawho.com, click training
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