February - Stylist and Salon Newspapers

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Learn Beauty Secrets from Top Makeup Artists at the Makeup Show LA The artistic energy of The Makeup Show meets in Los Angeles for its second west coast appearance with The Makeup Show LA at downtown’s California Market Center, on February 28 and March 1, 2010.. The only pro-focused event of its kind, The Makeup Show event brings together international beauty professionals, brands, students, and beauty bloggers for two days where insider-only tips are traded between the best in the business. With built-in educational programs, attendees learn beauty secrets from top makeup artists through keynote presentations, hands-on workshops, seminars and business forums, examining beauty techniques and applications, skin tone and health, makeup products, tools of the trade, and the business of the beauty industry. The show presents the latest products, trends and techniques from editorial, runway, and red carpet beauty, to airbrush secrets, FX, makeup for HD, to the perfect bride. To learn how to be part of The Makeup Show visit www.themakeupshow.com or call (212) 242-1213. The Makeup Show NYC will celebrate its 5-year anniversary at NYC’s Metropolitan Pavilion, May 16 and 17, 2010. Satellite Wireless Terminals • Virtual Terminals Ecommerce Set-up • On-Line Shopping Carts Guaranteed “First Page” GOOGLE Placement In this economy all businesses are developing ingenious and historical “Cost-Cutting” procedures. They know this is the Key to Survival. www.IRNamerica.com We are no exception. IRN has adopted and created new strategies for providing UNMATCHED & SIGNIFICANT cost savings. Although we’ve been in business for 20 years, recent events has enabled IRN to successfully pioneer a CASH BACK rewards program, the ONLY in the entire merchant services industry. Our “MERCHANT REWARDS NETWORK” provides a 50% savings on monthly credit card processing. If i.e. your rate is 1.98%, a 1.00% reward rebate reduces your actual rate to 0.98%... a 50% SAVINGS! “MRN” is the ONLY reward program in America. Get paid 1% back on all your Visa and MasterCard sales. Reward dollars are the same as cash and can be used to buy NEEDED PRODUCTS and SERVICES through our concierge or on-line marketplace. The concierge is your personal assistant to help purchase the necessities for your company. This on-line marketplace grows daily and has over $150 million dollars in products and services. GET PAID BACK FOR ACCEPTING CREDIT CARDS NOW. Please contact our local representative: 808.366.VISA | 808.366.8472 San Francisco | Los Angeles | Las Vegas | Miami | Chicago | New York Social Netwoking and the Evolution of Marketing by Gerard McAvey, Executive Marketing Manager, Milady A social network is a group or community of people getting together that share a common interest. Individuals in the social network of the beauty and wellness world are represented in such a diverse manner including, but not limited to, gender, ethnicity, and age. According to a report in March of 2009, almost 45 percent of existing Facebook users are women between the ages of 26-44 and are among the fastest growing demographic on Facebook. So how can you…the student, the teacher, the school owner, the administrator, the technician, the salon/spa owner benefit from this new world of online social networking and maximize your interaction? STUDENTS – communicate with your fellow classmates about questions, ideas, suggestions you have from class and help each other out; network with potential employers, post your resume and showcase some of your work via photos uploaded to your page. TEACHERS – Use some of these sites to remind existing students of homework assignments that are due or exams coming up; get your students involved and photograph the contests and/or activities at your school and show the world how good they really are. SCHOOL OWNERS/ ADMINISTRATORS – share the strengths of your school to post success stories, photos, distinguishing factors in your program to market to potential students. These types of sites are also the perfect way to keep in touch with your alumni and potentially communicate advanced academy programs. TECHNICIANS – This is a fantastic format to build your networking and client base by sharing your expertise with folks in your area (as well as across the country) via social networking sites. As these sites become more prominent, you will start seeing State Boards creating pages that you can access for information on licensing, continuing education, etc. SALON/SPA OWNERS – The possibilities are endless for you to utilize these types of tools. You can start a referral program and utilize these types of sites for that sole purpose. You can also build up your database of clients and continually market new and special offers and promotions to increase business and keep tabs on those that come into your place of business... making each and every one of them feel a little special by having you, “just check in with them.” (Note: School Owners can do the same thing). Please complete your due diligence when venturing into the creation of any of these sites; although I believe that the mere fact that some of them have hundreds of millions of users should be enough incentive to get you moving on this. Facebook is the “giant elephant in the room,” hence all the references; however Twitter is right up there as a strong contender to reach people and YouTube is a perfect site to share videos and commercials with the world. Five Things to Know and Mention about Social Networking 1) Don’t underestimate the reach of information — When updating these websites, either personal or professional ones, please assume that everyone can see what you post….good and bad. If you wouldn’t write it on a postcard, then don’t write it on these sites. 2) The Diverse Opportunity — One of the greatest things about social networking is that it doesn’t discriminate because all you need is an internet connection. Everyone has access to so many different types of people from all different walks of life. These sites provide forums for not only reaching out to people in your immediate community but it gives the opportunity for that student living in rural Wyoming to interact with the seasoned technician based out of New York City…it’s fantastic! 3) Be Courteous — A colleague of mine put it best when she stated that social networking is like going to a BBQ. Be friendly with everyone, make introductions, don’t ask personal questions right away, get to know one another and build the relationship by routine socializing. 4) Don’t place all your eggs in one basket — Social networking can enhance your school or business but it should be used to “build on” other communication and marketing methods, not replace them. To be honest, it’s important to get your toes wet now because before you know it, a 19 year old kid from Georgia will have created an insanely creative new website making Twitter out of date….it’s how the evolution of technology works. 5) Keep your money in your wallet — Basic use of any of these sites is completely free. My suggestion to you would be to reach out to one of your prize students or have one of your more tech-savvy technicians help you out. I’m betting that they can have you set up with a beautiful looking site in a matter of hours guaranteeing at some point that it will lead to at least one new client for your business or one student to your school. I don’t know about you but I think it’s worth it. Editor’s note: This article was edited due to space constraints. To read the full version visit www. milady.cengage.com/eNewsOct2009/featurearticle.asp | FEBRUARY 2010 | CALIFORNIA STYLIST & SALON
Marketing with Social Media Three Months of Marketing Elizabeth Kraus Ding-dong! The doorbell rings while you are making dinner and (reluctantly) you answer, opening the door to a total stranger who (you correctly assume) is there to make a pitch. Despite your repeated attempts to (politely) say, “no, thank you,” the salesperson (trained to overcome your objections with at least 99 different scripts) continues to pressure, cajole, flatter and otherwise annoy you until you either give in and buy a little something or send them away with a firm rejection. How do you feel afterward? Would you answer the door to this stranger again or pretend not to be home? Would you seek out the company that trained them in order to make additional purchases, thanking them for preparing the salesperson not to take no for an answer? Or would you craft a less complimentary message for this company? While, for the most part, traditional marketing and advertising is comprised of overt sales and brand messages and a call to action, when it comes to social media marketing, one of the keys to a successful strategy lies in the first word: Social. While you may include overt marketing messages on your social marketing channels once established, your primary goal in using this media should be to further increase your web presence, letting customers and prospects know more about who you are (sharing your values, principles, expertise), and creating opportunities for word-ofmouth marketing. Using social media marketing channels to facilitate a hard sell message is a turn-off that will likely ensure that your sites receive significantly less – not more – traffic. Why? In social media marketing you are inviting your customers and prospects to engage with you on a more personal level. You are asking them to trust you enough for an introduction to their friends, family, co-workers and neighbors. How personal would you get with the salesperson at the front door? Would you send them on to your family and friends? When it comes to social media marketing for your salon, remember this is not just another marketing channel. Before you set up a Facebook page for your salon or professional services, set up a Facebook page for yourself. Add “Friends” and review their pages; chances are you will find that they are on Facebook primarily for social purposes and engaged primarily in social conversations. When it comes to your salon’s social media marketing, use these channels in such a way that it is welcome in the lives of your readers. Craft messages that will be seen as an organic part of the conversation found in the “News Feed” on Facebook, rather than blatant sales pitches. Use these sites as if you were invited into the living room of the reader for a visit; yes, you would talk about your business, but you would not try to sell them – well – anything. One of the best aspects of social media marketing is that there is little monetary cost associated with its use; however, it can become a costly endeavor in terms of time, especially when this assignment is one added to a long list in the life of a busy salon professional. Some guidebooks suggest that as much as 25 percent of your working time should be devoted to social media channels. While the time you need to devote to this aspect of marketing may vary, the point remains that to be effective, it requires that time be consistently invested in updating, blogging, adding photos to demonstrate your work, inviting people to events and providing follow up to questions and comments. Like any other campaign, your social media marketing cannot thrive without being nurtured. If time is at a premium for you, if you have never ventured onto the internet or if the idea of setting up a Facebook page or Twittering makes you break into a cold sweat, don’t despair! Social media sites have created interfaces that can – literally – be managed by even a computer novice. If you are still reluctant to do it yourself, you can readily find a high school student in your family or among your clientele aspiring to a future in the salon industry or marketing who would be thrilled to work for you for a couple hours each week either to set up and manage your social marketing channels on an on-going basis, or to train you to take over. You may find that once you begin to experiment with these social sites, it’s easy to become addicted to the real conversations that are occurring every day on the “virtual” world. And remember, as you wade deeper in to viral marketing waters, use these channels to create more “customer love” by sharing stories about your salon or staff that you would want to share in your client’s living room, and that they will want to pass on to others. Elizabeth Kraus 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 HAIRSTYLISTS | NAIL TECHS ESTHETICIANS | STUDENTS Get Reliable Health Care Coverage at Affordable Monthly Rates! Are you self-employed? Between jobs? A student or early retiree? If you need affordable health insurance, our SmartSense® plans could be just what the doctor ordered. 3 3 3 Specializing in the Beauty Industry! Rates starting at $2.60 a day! ¹ See the doctor without paying a deductible! Save on prescription drugs! ¹ Daily rate is derived from monthly premium. Premiums must be paid monthly. Cost of coverage for SmartSense 2,500 Generic Rx plan, for a 35-year-old male, resident of Fresno county California, rate area 6. Rates subject to change. Rates vary based on your age, gender, location and health history. This policy has exclusions, limitations, and terms under which the policy may be continued in force or discontinued. For costs and complete details of the coverage, contact your agent, Anthem or visit anthem.com. Call Today for a Free No Obligation Quote! 1-800-571-2235 or apply online www.caindividual.com Anthem Blue Cross is the trade name of Blue Cross of California. Independent Licensee of the Blue Cross Association. ®ANTHEM is a registered trademark of Anthem Insurance Companies, Inc. ®The Blue Cross name and symbol are registered marks of the Blue Cross Association. Lincoln E. Baker Authorized Agent CA License #OG52723 CALIFORNIA STYLIST & SALON | FEBRUARY 2010 |
Page 2 and 3: California Stylist & Salon Volume X
Page 4 and 5: In this issue... 5 7 10 Beauty Busi
Page 8 and 9: Preece & Toff Opens in Santa Monica
Page 10 and 11: Day Spa Expo and Business Forum The
Page 12 and 13: • disability Specialty Equipment
Page 14 and 15: How to Avoid Complaints The Board o
Page 16 and 17: CANOGA PARK, CA ~ HAIRSTYLIST STATI
Page 18 and 19: Indifference: When “I Don’t Car

February - Stylist and Salon Newspapers

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