Boost your Business Image in 5 Easy Steps

It doesn’t have to cost a lot to improve your business image. Small chances can make a big impact. Here are 5 easy steps to improve your business image starting today!

Talk it up
Ask for customer testimonials. These are pure gold when prospective clients are looking for your services. A business can say it is great, but when a customer says you are great it holds more water. Don’t be afraid to ask your clients to share their experiences in your customer surveys, on your website, on your social networking sites or at events. Use their testimonials in your marketing materials such as service menu and your website. Show you are customer approved!

Differentiate Yourself
You need a unique selling proposition to be stand out among your competition. Why should a client use your service over another? It could be your exclusive retail product line, your highly trained stylist or esthetician, or your unique hours of operation. Define what makes you special and tout it!

Improve your Professional Look
You work in an industry that is all about image. Your professional look better play the part. Make sure your logo and salon theme reflect your brand. Your business cards, service menus and packaging are great places to start. These items are the take along marketing pieces that continue to advertise your business long after the client has left your doors. Ask yourself if they are providing the message you want. If the answer is no, you need to update them. It is a minor price to pay to enhance your business status.

Secret Shopper
It can be hard to see the forest through the trees being absorbed in our daily lives. It is good to obtain a fresh perspective. This doesn’t have to be expensive. Have a friend-of-a-friend book an appointment, use your services, and report back on her experience. The devil is in the details and you might be surprised at the a-ha’s you uncover through a fresh pair of eyes.

Rinse Lather and Repeat
You need to be consistent about your brand message. All of your marketing efforts should reflect the same look and feel. Your logo, store signage, salon colors, gift certificates, retail packaging and beyond all should have a common theme. Consistency is vital to creating a strong and memorable brand.

If you need help, don’t be afraid to ask the experts. There are many sources online, local marketing agencies or reach out to us here at Action Bag. A friendly rep would be happy to review your marketing materials. A better business images provides a stronger brand, enhances your professional status, and ultimately leads to more sales!

Press Releases - How To Guide

Press Releases stir up interest in your business and are FREE! They are easy to pull together once you have the format down.

How to create a press release:
• Headline that conveys the topic and grabs attention
• Body Copy - relevant info that fits on one page
• Communicate the who, what, when, where and why
• Add in the extras – pictures, website links, social network sites
• Include company and contact info

Topics to write about :

1) Makeovers
Everyone loves makeover stories! Ask your clients to participate at their next appointment or host an event with a theme. Some ideas: Professional Makeovers to slam dunk your next interview, New Mommy Makeovers, From Granny to Glam. Take before and after shoots and include them with your release.

2) Cause Related Events
Aligning your business to a charity helps a worthy cause and improves your business image. Choose a charity or event you can rally around. Do a breast cancer awareness walk, join the cut-it-out domestic abuse cause, or locks of love. Take pictures of all your activities, add info on your website, promote your charity in your business and with clients.

3) Seasonal Themes
From brides, dads, grads, Christmas and beyond - holidays are excellent events to create excitement and to build promotions around. Host events for new grads, hold VIP days with discounted services for moms on Mother’s Day, or organize a toy drive for holiday season. The more creative the better!

4) Trends
Most beauty businesses are seen as trend setters. You know what is fashionable and looks good. Share your trend info on hot looks for summer, latest bridal hairstyles, men’s cut etc. Become a resource and people will flock for your feedback.

5) Contests
Any contest drives response. Contests can be anything -- Cutest Kid, Ugliest Pet or Best Salon Product. Post entries in your salon to create excitement. Reach out to your community to pick the winner. Offer the winner a gift card for your services, free products or a night out in your town.

6) Timely Topics
During certain time periods, people can’t get enough of some stories. Is your business involved in going green? Talk up your earth friendly efforts. Or are you taking swine flu precautions? Write up what your business is doing to keep clients safe. Stories on point with media blitzes will get editor attention.

7) Staff Updates
Staff promotions can make great PR. Moving to a master stylist or hiring a new Salon Director is newsworthy. It acknowledges your staff member and could drive more business in your door. Include a head shot photo with your release.

8) Unique Product or Service
New products or services can be newsworthy but they need to be unique. Just because you now offer a mini mani-pedi doesn’t get editors jumping to print. If you rolled out a new private label line that is completely organic and 20% of proceeds go to a village in South America, that you will get some interest. Did you launch a new lunch hour spa service that gets the client in and out in 40 minutes? The item has to stand out from the rest to make it meaningful.

Hope this has your creative juices flowing! I recommend creating a template for all your releases. Then just plug in your newsworthy info. The goal is to make your releases easy to read and meaningful for the recipient. Once you complete the release, send to your local newspaper, community news, tv stations or radio shows. Call or email the source to find out the correct contact. PR is a free way to get everyone buzzing about your business. Dive it and try it today!

FREE Ways to Engage your Customers

Let’s face it – we are all concerned with our pocket books. Fewer clients are coming through your doors. Customers are stretching out appointments. Marketing budgets have shrunk to keep up with cash flow. Negative economic news surrounds us almost every where to turn. What’s a business to do to keep customers engage while keeping an eye on the bottom line?

How about some FREE (or low cost) ways to build customer relationships!

Social Networking
Are you reaching your clients online? Social networking is defined as a web-based community that allows users to interact by sharing ideas, opinions or other content in an online environment. The hottest networks out there are Facebook, Twitter, MySpace, or even your own Blog. These are all free to sign up and create your own profile. Any of your staff (even your receptionist) can update these sites daily. Invite your clients to join and start talking. Topics can be anything - services, styles, local events. Simply start the discussion and see where it goes.

Email is another free or low cost way to touch clients. Your messages can highlight salon specials, events, or provide an informational newsletter on your business. Did you roll out a new private label line? Update your credit card policy? Did your master stylist just have a new baby? All of these are great topics to share in an email newsletter. Email and newsletters are excellent marketing vehicles that can drive customers to participate in your social networking efforts. There are many low cost email providers. Check with your website company about email services or drop me a line. I’ll be happy to offer some recommendations.

Community Events
In the summer months many communities host picnics, walks, or fundraisers. Contact your local chamber of commerce or other city associations. Find out how you can be involved. Many events are free for businesses to participate. Host a booth and offer face painting, make up, or hair styling tips. The point is to drum up excitement about you business and get your name out there. Another idea is to partner with local cause-related walks or events. Choose a cause your business can get behind such as breast cancer awareness, locks of love, heart health etc… Start a donation drive at your salon, on your web page, and your social networks. Involvement will enhance your business image and support a worthy cause.

Host VIP Events
Every way you can add value to your clients’ lives is going to make your business shine. Instead of doing a full wine and dine event --stretch your dollars. Offer an Early Bird VIP event. How about a 7:00 am jump starter with coffee and bagels. Ask customers for email addresses or to participate in a customer survey. Provide a special gift to all attendees (those free trial samples taking over your back room). What about a Power Hour Lunch De-Stress Special. Set up a free or scalp massage between noon and one. Provide all attendees a trial sample gift for pre-booking a new appointment. Get creative with this! It doesn’t have to cost a lot to create excitement.

These free and low cost efforts engage customers in your brand. Contact your clients in meaningful ways, seek out their opinions, and creating interesting interaction with your business. Positive energy leads to positive experiences. You will ride out these economic stormy seas stronger than ever and with more loyal clients too!

Planning Mother’s Day Promotions

It is time to start thinking about Mother's Day Promotions. Gift certificates, gift cards, gift baskets, retail bags... Too big a task to tackle on your own? Let us help you! With our unique, stylish packaging solutions and the below tips you can make Mother's Day gift giving a spring breeze for your clients!

The number one gift for mother’s day is the gift of beauty and body services! Research done over the last few months by MarketSmith Inc show that consumers are still buying but they are purchasing strategically. One item they are still buying are gifts. They might be buying a bit less or not as lavishly as a year ago, but they are still going to buy. You need to take advantage of this and profit this holiday.

Gift Cards & Gift Certificates
This is a must. Whether you are doing an elegant paper certificate or the latest plastic gift card, you need to offer this to your clients. You can order special card designs for mother’s day or stick with your standard stock with your color and salon theme. Don’t forget the packaging. Included a stylish pillow bow with a bow, gift card box tied with custom printed ribbon, or a gift card folder sealed with your logoed label. Make it a one-stop-shop and provide the trimmings. Not only does it make it a no-brainer for your clients, but it increases the perceived valued of the gift to the recipient.

Keys to selling more gift cards -- Place them by your reception and check out areas. Arrange them in acrylic displays in various price points or by services. Add signage highlighting your mother’s day gifts at each styling or service station. Place discrete signs in your restroom areas. This plants the seed about the product without staff saying a word. Have signage in your front windows and decorate your retail areas with a Mother’s Day theme. The gift of your services need to be in front of your clients.

Gift with Purchase
Enhance the gift giving experience for both your client and the recipient by adding in some extras. For your top of the line day at the spa gift, provide an elegantly packaged robe embroidered with your spa logo. Use a robe box tied with your logo printed ribbon. For smaller gift amounts, throw in free retail product such as a travel set of your private label skin care line or hair care system. Again package this as a ready-to-go gift set. Use mesh cosmetic bags or vinyl bags. Provide a token of appreciation for the gift giver. Give them a gift bag full of various trial samples. These can be taking over precious inventory space. Plus they might try something they love and buy it next time they come in. Or provide a discount on their next service or rewards of free products. You’ll be amazed at what this little incentive can do for your sales.

Conduct the Orchestra
Have all your staff singing the same tune. Everyone should have buy in that selling gifts for Mother’s Day is a top priority. Provide a script on what to say. “Are you planning something special for the mother’s in your life? Why not take advantage of our gift with purchase program”. Hold weekly sales meetings to coordinate your team’s strategy, progress to date, and any changes you need to make mid-game. Your staff can be a wealth of information because they are on the front lines but they need a vehicle to be heard and feel confident in sharing. Make everyone accountable with a weekly goal. If they achieve your goal, spring for lunch or prizes for the top performers. It could be as simple as a Saturday off.

Wrap up
Bottom line it is all about value. Customers are still buying but they need to feel they are getting the most bang for their buck. Price items appropriately, throw in some extras, talk it up and spring Mother’s Day sales will bloom!

Spring Spruce Up!

I don’t know about you, but with daily pummeling of the economic news, unemployment rates, businesses closing doors, I’m ready for to let some sunshine in! It’s time to clear away the winter doldrums and make your business bright and cheery.

Remember clients are coming to you for a reprieve. Your business atmosphere should be upbeat and welcoming. Whether getting their hair or nails done, massage, facial or a cosmetic procedure – their visit is time away from the reality of day to day life. Here are some easy ways to give your business a spring spruce up (and your sales will follow too)!

Makeover Your Look
How boring is it to see the same display with the same items each and every trip to the salon. (I’m not including the wreath and bow you added for the holidays). If you want customers to take an interest in your retail items, you must make the displays interesting to look at. Make them catch the eye and add some type of wow factor.

Incorporate bight colored retail shopping bags and tissue paper. Place these at various eye levels. On top shelves behind and above your reception area. Then place similar sets at mid and lower shelving areas. Sprinkling them through out your salon. Maybe even smaller retail bags or signage at service stations. You need to make promoting retail a prominent piece of your business.

Use a theme. Suggestions would be roses for Mother’s Day or Pink Ribbons for a causes related promo. Or even go the non-traditional route with other events such as national ice cream week, or stress relief month. Anything can be a promotion if you talk it up. Use a symbol, color, or motto and display it throughout your business.

Create a Magic Table
Take a tip from department stores who have been using this trick for years. Walk in any cosmetic department and you see a circular covered table full of beautifully displayed items. It draws your eyes and beckons customers to stop by. They dress it up pretty packaging and of course the powerful try me samples. This allows customers to experience the product though touch and smell.

Value Packs
The perceived value is greater when customers think they are getting more for less. Sets sell far better than individual retail products. Package up complete hair care systems or skin care sets. Create various price points for low to high. This way you fit any budget and gift giving need. Use vinyl bags, cello bags, or offer gift-with-purchase reusable tote bags.

Put out the Welcome Mat
Have clear and eye catching signage in your front windows, check out areas, shelving and your magic tables. Use acrylic risers to create depth on displays. Use acrylic frames to hold printed advertisements. If an option in your area, use a sidewalk side or billboard to talk up your latest promotion.

It takes only a small investment to add new life to your store. Pick an theme, add retail bags, some eye catching clors, acrylic displays, and some try me samples can do wonders for your look and feel of your business. I recommend changing your displays out at least every 6 weeks. With this timeline, every time your customers visits they are looking at something fresh, something exciting to talk about, and something enticing for them to participate in. Out with the old, in the with new. Brighten up and you will be amazed what follows!

At the end of the day…it’s all about the customer!

The straight talk is -- If you don’t have customers, you don’t have a business. Many of you are probably saying of course. But at the same time, many of us forget that fact while we are busy living our lives. We get caught up in the day to day grind of business, family … making sure the kid’s lunches are packed, picking up the dry cleaning, ordering that inventory we just ran out of…. Take a step back and look at the experience we are providing through our client’s eyes.

I recently read Starbucks is losing profits and closing many locations. How can this brand giant fall? This downturn is not all economic related according to Howard Schultz, Starbucks CEO and Chairman. He stated Starbucks had “watered down their brand” and “no longer had the soul of the past”. Starbucks made changes to their locations to move people through lines quicker. They stopped grinding beans on the spot. They took away seating areas with cushy couches and overstuff chairs to make more room for customers to line up. These changes took away the essence of the “Starbucks Experience” which made them a household name. It was the “experience” they were selling –the chatting with friends, the smell of the freshly ground beans, the homey feeling as they coffee-clutched in their cozy couches. Starbucks over-commoditized their product to the point customers were high tailing it to the small coffee shop down the street.

What’s the lesson here? Be true to your brand and your customer experience. We all want to cut costs, but if those cost cutting measures turn away customers -- you won’t be in business to worry about costs.

I challenge you to take a step back and look at your business through your client’s eyes. From the moment they set an appointment on the phone, walk into your salon or spa, when they meet with their stylist or esthetician….what do they see, touch, smell? What is their customer experience? A good way to do this is enlist the help of a friend outside of the business to mystery shop your location. Have her report back on what she liked and what she didn’t. It might surprise you what she says.

Remember the message or feeling you want customers to leave with. Envision the experience you want them to have. Don’t water down your brand. Make sure you have a strong and meaningful brand that clients want to participate in. Keep your customer in the forefront and your sales will follow!

A New Year, A New You!

Another year has rolled by and most of us are left wondering where it all went. Between business, personal events, the election, the economy, the holidays…. I believe someone hit the fast forward button! Right around now everyone starts to take stock of the year and plot some changes they want to happen. We all make the infamous new year resolutions which usually get ditched by mid January. Why don’t they stick? It is poor planning and lack of the tools to get you there.

Let’s hit the pause button and get a plan together. It’s easier than you think!

Tools needed: 2009 calendar, pen and paper (or electronic note capturing device), a clear head with no distractions, a desire to grow towards your dreams

Step 1: Have a vision of success! Pretend 2009 has already happened and your sitting back reflecting on it. Envision what you “wanted” to happen – your ideal year. For business goals this could be better retail sales, and growth in your color or body service business. For personal goals it could be better work life balance, a family vacation, a weight loss or health goal. Here is a tip -- keep your goals to a manageable amount. If you have 20 goals, you will feel overwhelmed and they will never happen. Choose the ones that mean the most and focus on those.

Step 2: Write it down. Now you have the goals in mine, put those gems on paper (or your computer, your email, your blackberry, blueberry, strawberry, peach….whatever it is you use these days to keep track of your life). Defining the goal correctly is vital to the success of the goal. Examples could be grow sales, lose weight, more family time etc…

Step 3: What gets measured, gets done. I’m sure you have heard this before but if we don’t benchmark our success how do we know when we reach it? The key is to take the goals you listed in step two and make your goals measurable. Don’t just say grow retail sales or lose weight. Instead say grow retail sales by 7% by end of the year, all staff must complete 2 sales training classes, or lose 10 lbs by May.

Step 4: Who, What, When, Where, How. Here is where the rubber meets the road. If you can do this next step you are 90% to accomplishing your goal! Take each goal you have chosen and decide the who, what, when, where, and how. The more detail the better.

Example – Goal: Grow sales by 7% by the end of the year. Who: As the owner, I will provide sales training, excellent product, and the support to make my sales success. All staff owns their piece and is responsible for increasing their personal retail sales. What: Retail sales must grow 7% over 2008 retail sales number. When: Sales training in Jan. Retail sales measured weekly. Where: I will track by sales by staff member and salon on a chart in back room. How: Will provide sales training to all staff in Jan. Refresher tips and team discussion at weekly sales meeting. Chart each staff member’s number on chart in back room. Bonuses given out to top performers each month. Monthly check in meetings to gauge success and discuss tactics.

Take out your 2009 calendar. Write in the info above. Jan schedule in house sales training. Call Crystal Focus by 1/10. Write in your weekly sales meeting on Tuesday morning a half hour before the shop opens. Make attendance mandatory. Write in the first day of the month celebration meeting to review where we are to sales target.

Do this for each separate goal. You now have a calendar full of your goals and all the steps to get there!

Step 5: Celebrate the steps (not just success). Completing the goal is the ultimate success but the real reward is journey there. Take time out to rejoice in the baby steps along the way. Take everyone out to lunch when they complete the sales training. Give out gift cards or free days off to your top sales performers. Give yourself a day at the spa for exercising 4 days a week. Or a splurge day of pizza with the girls. Write these celebrations in your calendar too. Plan for success. However, be honest with yourself. There will be set backs, slow sales months, that extra piece of cake at the birthday party, the big conference you had to get to and you missed family night … This is the real world, but it will be easy to get back on track if you simply follow the calendar you have right in front of you.

See that wasn’t too painful (I hope). You now have the tools, tips, and a road map to make your 2009 vision a reality. Wishing you a safe, healthy, and Happy New Year!