February - Stylist and Salon Newspapers

In this issue...
5
7
10
Beauty Business Buzz
If you are trying to build or grow,
video gives the unique opportunity
to your prospective clients
of actually feeling like they are
already part of your business.
Three Months of
Marketing
When it comes to social media
marketing, one of the keys to a
successful strategy lies in the first
word: Social. it’s easy to become
addicted to the real conversations
that are occurring every day on
the “virtual” world.
The Mane Objective
Marco Pelusi provides some immediate
action steps for you to
leverage social media and online
tools to build your business
Beauty Business Buzz . . . . . . . . . 5
Social Networking . . . . . . . . . . . 6
Three Months of Marketing . . . . . 7
Preece & Toff Salon . . . . . . . . . . 8
Esthetic Endeavors . . . . . . . . . . 9
The Mane Objective. . . . . . . . . .10
The Nail Extension . . . . . . . . . . .12
Blue Highways . . . . . . . . . . . . .13
California Board News . . . . . . . .14
Classifieds . . . . . . . . . . . . . .15-17
Better Business . . . . . . . . . . . . .18
Calendar . . . . . . . . . . . . . . . . .18
What’s New in the Market . . . . . .19
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Social Networking: the New Marketing Tool
From the Editor
Lisa Kind
Is social networking the new marketing
tool of this century?
We asked some of our friends on Facebook
(yes, even Stylist Newspapers has a page on
Facebook) to make some suggestions on how
social networking can bring in new customers
while keeping current clients informed.
Sheila writes... “I like to keep my posts
positive and upbeat like, ‘I’m having the time
of my life with my customers at the salon’.
Also, I advertise daily specials on my page that
target stay-at-home moms, or specific local
business employees. It really works!”
Darryl says... “You have to be truthful,
and disclose everything. No one on Twitter
wants to hear that you are sleepy or that you
are sick. When you do Tweet, it should be for
a purpose.”
So how can you benefit from the new
world of online social networking? Read what
Gerard McAvey shares on page 6, the things
you should know about social networking
to maximize your interaction from student
to teacher, or technician to client. Don’t underestimate
how far reaching and the diverse
opportunity social networking provides.
On page 7, Elizabeth Kraus emphasizes
that the key to social networking lies in the
word “social”. Using this media as a way to
further increase your web presence and letting
your clients and potential clients know more
about you will create opportunity for word-ofmouth
marketing (always the most important
type of marketing) without being overt with
your message.
Salon owner, Marco Pelusi believes using
social media for marketing is way beyond a
necessity anymore. On page 10, he provides
some immediate action steps to leverage social
media and online tools to build your business.
Have you heard of YouTube? Video is going
viral these days. If you are trying to build
or grow your business, video gives the unique
opportunity for prospective clients to feel they
are already part of your business. On page 5,
Charlene Abretske suggests you use your video
camera, get creative, post your video and you
will find you not only excite your team you
also propel your business upward.
Social media gives you access to clients
for little or no cost. Take advantage of these
opportunities, but don’t replace your other
marketing methods just yet. Use social networking
as a way to enhance your business.
And why you are out there, don’t forget
to become a fan of Stylist Newspapers on
Facebook. join in on the “social” conversation
at www.facebook.com/StylistNewspapers
Cover Contest to be Held Monthly
We used our social network to decide on
another issue and here’s the result: We asked
what readers thought of using local beauty
pro’s photo shot submissions for the covers
of Stylist Newspapers on a monthly basis. In
the past 20 years it has been our policy to use
manufacturer’s professional models.
The results were overwhelming in favor
of local beauty pros gracing the covers. Since
Stylist Newspapers is YOUR newspaper we decided
to give local beauty pros the opportunity
to submit artwork for our covers every month.
This will give our readers twelve times per
year to potentially see their work on our cover
instead of only once with our annual contest.
We will still choose the best photo submission
monthly, they have to be professional and
of the high quality you have come to expect,
however, we know many of you are superb at
accomplishing that. You can submit as many
as you want and anytime you get that perfect
shot. For more information on what we are
looking for, deadlines for each month and how
to submit, email lisa@stylistnewspapers.com
or check out www.stylistnewspapers.com.
Salon and Spa Sustainability Summit
America’s Beauty Show’s Third Annual Salon and Spa Sustainability Summit will be
held Saturday, March 27 during the three-day America’s Beauty Show, March 27-29, 2010 at
McCormick Place, Chicago, Illinois.
America’s Beauty Show was the first to introduce the concept of a Salon and Spa
Sustainability Summit at the 2008 event in Chicago. The Summit focuses on cutting-edge
theory and practice ideas for “going green” in your salon, spa and personal life.
“Sustainability is important to all of us,” said Frank Gironda, president of
Cosmetologists Chicago, “In the area of professional and personal well being and commitment
to the environment, America’s Beauty Show is proud to continue our commitment to
sustainability by bringing the Salon and Spa Sustainability Summit.”
A special keynote presentation from environmental philanthropist John Paul DeJoria of
John Paul Mitchell Systems, will kick-off the Summit on March 27. According to DeJoria,
the topic of his presentation is “Giving Back Is The New Black.”
For more information visit www.AmericasBeautyShow.com.
4 | FEBRUARY 010 | CALIFORNIA STYLIST & SALON