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!
Monday, February 23, 2009
Friday, January 23, 2009
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!
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!
Monday, December 29, 2008
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!
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!
Friday, November 14, 2008
Make the Most of this Holiday Season
The activity of the election is fading. The daily drone of economic doom and gloom seems to surround us. But I have some great news --there will actually be a holiday season this year! It is time to get a plan together to make the most of your holiday season!
Add Value
Many of you are experience the stretching effect. Many clients are saving money by stretching out appointments. This length between appointments is decreasing your overall sales. When customers are spending, they want more value for the dollar. Prove your worth. Present timely services in a clean and professional atmosphere. Enhance services with extras that increase the perceived value. Add in a free scalp, hand or neck massage. Offer specials on retail products with purchase of a service. Provide discounts for clients that pre-book. Offer special VIP sales. Use trail size samples as a thank you gift. Make clients know you value them and their business!
Back to Basics
The details can add up. Reeducate staff on correct amounts of shampoo, color, foils, skin products they should be using for treatments. These items might seem tiny but have a large impact on your expenses. Optimize your laundry by doing full loads of towels and robes. Monitor your inventory closely. It is easy to place the same monthly product order with your distributors, but it can cost you. You could be putting those dollars into wiser investments. Evaluate what products you are actually moving, factor in your promotion products, and keep on hand what you truly need.
Problem Solve Sales
Pushy sales tactics push customers out the door. Sales should flow effortlessly into the service. The client is coming to you with a need (more volume, dry ends, acne or fine lines). Your services and products are there to solve this problem. A great way to sell retail products is an easy soft sell approach. Say “…to guarantee these results I recommend continued use of product X. These results will last much longer by using professional products. It’s really a small investment to ensure the services you are paying for hold up.” Be true to your word and back up your products with a guarantee policy. Continue your value added efforts by offering grouped product sets in a variety of price points. If the customer feels they are getting more bang for their buck, you will ring up the sales.
Turn Downtime Upside Down
If you do experience slower than average days, use the time wisely. Rally the team for a shop spruce up. Clean, organize and even tackle that unwieldy inventory mess in that back corner of the stock room. Embark on some remodeling projects. Invest staff time on continuing education service techniques or sales tactics. Start brainstorming plans for 2009. Map out promotions, strategize market areas you want to grow, or plot new services or products you want to offer.
Business Partners
Evaluate the success (or lack there of) with some of your business partners. Are you getting the most out of your bank relationship? Revisit your credit card fees and see if you can do better. Straight talk with your product distributors. Investigate win-win strategies such as terms, installment payments or discounts for pre-payment on staggered deliveries. It won’t hurt to ask and see what deal you can make.
Meet the Girl Next Door
Network with your neighboring businesses. Develop a referral program offering discounts for clients referred from the restaurant or boutique next door. Take the owners to coffee and brainstorm ways you can both gain business traffic. Offer sidewalk sales or discount coupons at each other establishments. Host cooperative VIP events sharing expenses and ideas. Together everyone achieves more.
Take this holiday season as a challenge. Retrench, reinvest and re-energize. Remind yourself why you jumped into this business in the first place. Renew your passion and the business will follow!
Add Value
Many of you are experience the stretching effect. Many clients are saving money by stretching out appointments. This length between appointments is decreasing your overall sales. When customers are spending, they want more value for the dollar. Prove your worth. Present timely services in a clean and professional atmosphere. Enhance services with extras that increase the perceived value. Add in a free scalp, hand or neck massage. Offer specials on retail products with purchase of a service. Provide discounts for clients that pre-book. Offer special VIP sales. Use trail size samples as a thank you gift. Make clients know you value them and their business!
Back to Basics
The details can add up. Reeducate staff on correct amounts of shampoo, color, foils, skin products they should be using for treatments. These items might seem tiny but have a large impact on your expenses. Optimize your laundry by doing full loads of towels and robes. Monitor your inventory closely. It is easy to place the same monthly product order with your distributors, but it can cost you. You could be putting those dollars into wiser investments. Evaluate what products you are actually moving, factor in your promotion products, and keep on hand what you truly need.
Problem Solve Sales
Pushy sales tactics push customers out the door. Sales should flow effortlessly into the service. The client is coming to you with a need (more volume, dry ends, acne or fine lines). Your services and products are there to solve this problem. A great way to sell retail products is an easy soft sell approach. Say “…to guarantee these results I recommend continued use of product X. These results will last much longer by using professional products. It’s really a small investment to ensure the services you are paying for hold up.” Be true to your word and back up your products with a guarantee policy. Continue your value added efforts by offering grouped product sets in a variety of price points. If the customer feels they are getting more bang for their buck, you will ring up the sales.
Turn Downtime Upside Down
If you do experience slower than average days, use the time wisely. Rally the team for a shop spruce up. Clean, organize and even tackle that unwieldy inventory mess in that back corner of the stock room. Embark on some remodeling projects. Invest staff time on continuing education service techniques or sales tactics. Start brainstorming plans for 2009. Map out promotions, strategize market areas you want to grow, or plot new services or products you want to offer.
Business Partners
Evaluate the success (or lack there of) with some of your business partners. Are you getting the most out of your bank relationship? Revisit your credit card fees and see if you can do better. Straight talk with your product distributors. Investigate win-win strategies such as terms, installment payments or discounts for pre-payment on staggered deliveries. It won’t hurt to ask and see what deal you can make.
Meet the Girl Next Door
Network with your neighboring businesses. Develop a referral program offering discounts for clients referred from the restaurant or boutique next door. Take the owners to coffee and brainstorm ways you can both gain business traffic. Offer sidewalk sales or discount coupons at each other establishments. Host cooperative VIP events sharing expenses and ideas. Together everyone achieves more.
Take this holiday season as a challenge. Retrench, reinvest and re-energize. Remind yourself why you jumped into this business in the first place. Renew your passion and the business will follow!
Thursday, October 16, 2008
Do you have the #1 Holiday Gift this Season?
The #1 gift this holiday season is gift cards!
Gift Cards continue to be the hot retailing trend that doesn’t seem to lose momentum. In 2007 the retailers sold over $26 billion dollars in gift cards. Yes I said “billion”!
Why you may ask are gift cards so popular? The answer lies in the powerful benefits gift cards hold for the customer and you - the retailer.
It’s a No-Brainer
Customers don’t have to think about the ideal gift. They know the recipient will get what they want when they redeem the card.
Fast and Easy
It takes moments to buy a gift card. Make it even easier if you package the card for the gift-giver. Be a one-stop shop to streamline a busy holiday season.
Fewer Returns
The recipient makes the purchase perfect for them, so there is no need to return unwanted gifts.
Immediate Cash
As the retailer you profit instantly without providing a service or product. Basically an interest-free loan until the card is redeemed.
Extra Purchases
Gift Card recipients spent an average of $29 over the original value of the gift card with 61% of recipients spending 20% more than the cards value. That is one effective retail sale to bring 20% more sale dollars!
Power of Plastic
Paper Gift Certificates can be elegant but are time consuming and hard to keep track of. When a retailer switches from paper certificates to plastic gift cards sales increase anywhere from 50% - 100%.
Brand Awareness
Gift cards live in wallets and purses until redeemed. On average, a person opens their wallet six times a day. That is 6 times your customer sees your name and thinks of your business. Talk about a constant advertising vehicle!
Pure Profit
In 2007, 8 billion gift cards went unredeemed. You get the cash without providing a service or product.
Holiday Sales Live Longer
Long after the week following Christmas (when returns and holiday blow out sales occur) gift cards are being redeemed well into January. If you are racking up 20% more on the redemption of those cards, I would say Santa stayed around a bit longer this year!
Hopefully these fast facts have convinced you to carry the #1 gift this holiday season. Now is the time to order your own cards! You want to be fully stocked no later than Nov. This is when you should start promoting your cards. Use acrylic signs and displays at your check out areas to advertise your cards.
Don’t forget the pretty packaging! Pre-packaged cards make it easy for your clients and will instantly increase the perceive value of the gift. Offer a gift with purchase so that the gift giver gets a bonus too. This is a great place to use those trial samples taking over your inventory. Have a friendly competition with your staff on who can sell the most cards.
If you don’t know where to start, check out our gift card section complete with a host of card packaging options. Click here – http://actionbag.com/category.asp_Q_c_E_5000
Start selling gift cards and Santa might just hang around until the end of January this year!
----------------------------------------------------------------------------------
(Article Sources – First Data 2007 Gift Card Survey, Nat’l Retail Federation, Consumer Reports)
Gift Cards continue to be the hot retailing trend that doesn’t seem to lose momentum. In 2007 the retailers sold over $26 billion dollars in gift cards. Yes I said “billion”!
Why you may ask are gift cards so popular? The answer lies in the powerful benefits gift cards hold for the customer and you - the retailer.
It’s a No-Brainer
Customers don’t have to think about the ideal gift. They know the recipient will get what they want when they redeem the card.
Fast and Easy
It takes moments to buy a gift card. Make it even easier if you package the card for the gift-giver. Be a one-stop shop to streamline a busy holiday season.
Fewer Returns
The recipient makes the purchase perfect for them, so there is no need to return unwanted gifts.
Immediate Cash
As the retailer you profit instantly without providing a service or product. Basically an interest-free loan until the card is redeemed.
Extra Purchases
Gift Card recipients spent an average of $29 over the original value of the gift card with 61% of recipients spending 20% more than the cards value. That is one effective retail sale to bring 20% more sale dollars!
Power of Plastic
Paper Gift Certificates can be elegant but are time consuming and hard to keep track of. When a retailer switches from paper certificates to plastic gift cards sales increase anywhere from 50% - 100%.
Brand Awareness
Gift cards live in wallets and purses until redeemed. On average, a person opens their wallet six times a day. That is 6 times your customer sees your name and thinks of your business. Talk about a constant advertising vehicle!
Pure Profit
In 2007, 8 billion gift cards went unredeemed. You get the cash without providing a service or product.
Holiday Sales Live Longer
Long after the week following Christmas (when returns and holiday blow out sales occur) gift cards are being redeemed well into January. If you are racking up 20% more on the redemption of those cards, I would say Santa stayed around a bit longer this year!
Hopefully these fast facts have convinced you to carry the #1 gift this holiday season. Now is the time to order your own cards! You want to be fully stocked no later than Nov. This is when you should start promoting your cards. Use acrylic signs and displays at your check out areas to advertise your cards.
Don’t forget the pretty packaging! Pre-packaged cards make it easy for your clients and will instantly increase the perceive value of the gift. Offer a gift with purchase so that the gift giver gets a bonus too. This is a great place to use those trial samples taking over your inventory. Have a friendly competition with your staff on who can sell the most cards.
If you don’t know where to start, check out our gift card section complete with a host of card packaging options. Click here – http://actionbag.com/category.asp_Q_c_E_5000
Start selling gift cards and Santa might just hang around until the end of January this year!
----------------------------------------------------------------------------------
(Article Sources – First Data 2007 Gift Card Survey, Nat’l Retail Federation, Consumer Reports)
Wednesday, September 17, 2008
S-T-R-E-T-C-H Your Marketing Dollars!
Times are tough right now. But as they say - time for the tough to get going! Some people feel the easiest place to cut expenses is their marketing budget. The reality is that if customers don’t know about you, you won’t have customers. Your business needs to be top of mind if you want bodies in your chairs! During these economic times, it is more important than ever to be in front of customers. Here are some quick hitting ways to take your limited marketing budget the extra mile.
Target your existing clients instead of prospects. Reaching out for new clients is pricey and it can be some time before you see the return on your investment. Current customers are your proven performers. They know you, they come to you, they trust you. Try inexpensive emails or low-cost postcards to boast about new services, new product lines, or special discounts. Offer a free gift with any service. Need creative design help? Ask a local high school or college for an marketing intern student. No charge to you. Experience for them. Win-Win!
Start a VIP Club. Everyone likes to feel special. Create a loyalty program for your clients. The more they spend the more they save. Offer VIP only promotions. Clients will feel valued andwill keep coming back for more.
Negotiate with your suppliers. If you don’t ask, you won’t get it. Ask your distributor about co-op advertising options. Use their creative designs for your ads. Saves you the marketing costs to have it created. Ask about already produced product line salon signage. Negotitate this to be included in your retail product orders. Inquire about manufacturer promotions that you can pass along to your clients. If you place print or radio ads, lock in a deal for a whole year. By securing a longer term contract you will receive a lower cost per ad.
Referral Power. Offer current clients a discount or special offer if they pass a new client your way. Low cost and the testimonial of the current customer packs a powerful punch!
The most powerful promotional word – FREE. Add a free service with a purchase of another service. Offer a free gift of all those sample trial sizes taking over inventory space. Super low cost and your client will feel like a star. Plus you might get them interested in paying for a new service or product.
Piggyback Partners. Work with local businesses to offer co-op specials. If there is a fashion boutique next to your salon? Why not host a fashion brunch together. Offer to do the hair and make-up for the models. Split the costs of the show. Rope in the restaurant on the corner to kick in the food. Get creative here and you will be amazed at the buzz you create!
For a Cause. Have your business champion a charity or event. Pick something you feel passionate about -- breast cancer awareness, or Make-A-Wish-Foundation, or even a community event. Align yourself with the cause and create a promotion for your business. This could be a charity walk, auction, dinner, or a parade. Donate a portion of your profits or ask clients to participate. Not only will you be supporting a great cause, but you will enhance your business image.
Marketing smarter not harder to get the most bang for your buck! Please share your own tips and tricks to make the most of your promotional budget. Comment below or visit our myspace page at www.myspace.com/actionbag. Happy Selling!
Target your existing clients instead of prospects. Reaching out for new clients is pricey and it can be some time before you see the return on your investment. Current customers are your proven performers. They know you, they come to you, they trust you. Try inexpensive emails or low-cost postcards to boast about new services, new product lines, or special discounts. Offer a free gift with any service. Need creative design help? Ask a local high school or college for an marketing intern student. No charge to you. Experience for them. Win-Win!
Start a VIP Club. Everyone likes to feel special. Create a loyalty program for your clients. The more they spend the more they save. Offer VIP only promotions. Clients will feel valued andwill keep coming back for more.
Negotiate with your suppliers. If you don’t ask, you won’t get it. Ask your distributor about co-op advertising options. Use their creative designs for your ads. Saves you the marketing costs to have it created. Ask about already produced product line salon signage. Negotitate this to be included in your retail product orders. Inquire about manufacturer promotions that you can pass along to your clients. If you place print or radio ads, lock in a deal for a whole year. By securing a longer term contract you will receive a lower cost per ad.
Referral Power. Offer current clients a discount or special offer if they pass a new client your way. Low cost and the testimonial of the current customer packs a powerful punch!
The most powerful promotional word – FREE. Add a free service with a purchase of another service. Offer a free gift of all those sample trial sizes taking over inventory space. Super low cost and your client will feel like a star. Plus you might get them interested in paying for a new service or product.
Piggyback Partners. Work with local businesses to offer co-op specials. If there is a fashion boutique next to your salon? Why not host a fashion brunch together. Offer to do the hair and make-up for the models. Split the costs of the show. Rope in the restaurant on the corner to kick in the food. Get creative here and you will be amazed at the buzz you create!
For a Cause. Have your business champion a charity or event. Pick something you feel passionate about -- breast cancer awareness, or Make-A-Wish-Foundation, or even a community event. Align yourself with the cause and create a promotion for your business. This could be a charity walk, auction, dinner, or a parade. Donate a portion of your profits or ask clients to participate. Not only will you be supporting a great cause, but you will enhance your business image.
Marketing smarter not harder to get the most bang for your buck! Please share your own tips and tricks to make the most of your promotional budget. Comment below or visit our myspace page at www.myspace.com/actionbag. Happy Selling!
Tuesday, August 5, 2008
The Beauty Biz Will Survive!
There is so much buzz about the economy and the negative effects of our current financial environment, I figured it was time to share some positive news. Historically the beauty industry has resisted the impact of a declining economy! Yes it true...even as far back as WWII (when the sales red lipstick was the highest ever in history) the beauty industry has survived the economic ups and downs!
Why is that? One reason is beauty boosts morale. Never underestimate the power of a great haircut! When you look good, you feel good. When you feel good, you can tackle the stresses that surround you. Another reason is that beauty is the "great escape". Getting lost in a relaxing massage or manicure can take the edge off and allow problems to melt away…if even for a moment.
So does this mean we rest on our laurels and ride out this wave of economic uncertainty? No way! This is an opportunity to prove to your customers the real value of the dollars they spend with you. Customers want to feel they are getting the most bang for their buck more than ever.
Here are some proactive steps to survive these economic times.
Why is that? One reason is beauty boosts morale. Never underestimate the power of a great haircut! When you look good, you feel good. When you feel good, you can tackle the stresses that surround you. Another reason is that beauty is the "great escape". Getting lost in a relaxing massage or manicure can take the edge off and allow problems to melt away…if even for a moment.
So does this mean we rest on our laurels and ride out this wave of economic uncertainty? No way! This is an opportunity to prove to your customers the real value of the dollars they spend with you. Customers want to feel they are getting the most bang for their buck more than ever.
Here are some proactive steps to survive these economic times.
- Incorporate the Stress Buster /Great Escape idea. Customers might not be able to afford luxury trips or cars right now, but they are willing to take a little vacation close to home. A service idea-- Can't afford that Jamaican vacation? Take a day away with our Great Escape Beauty Day. Feature a coconut inspired body massage, mango facial, papaya manicure, throw in some tropical influenced music and a fruity drink. A vacation without leaving their city!
- Always Provide Spectacular Customer Service. Have a business associate visit your establishment as a mystery shopper. Get their feedback and share with your team. You might be amazed what you find out and how small changes can have huge results!
- Manage your Customer Relationships. Write a quarterly newsletter touting your newest retail products, treatments, services, or events. Call key VIP customers about specials. Send promotional offers. Start a loyalty rewards program. Returning customers take the least amount of effort so keep customers coming back for more!
- Keep expenses in check. Review your strategic plan at least monthly. See where you can cut back or hold in check. Don't go too crazy cutting expenses. Marketing is the driver of business so down let off the gas! Simply pick proven performers and get creative with your budget.
- Communicate, communicate, and communicate. Take the pulse of what your customers are feeling, thinking and experiencing. Your beauty technicians can be a great tool to assess customers’ thoughts. Ask for customers feedback, use what they tell you, and then communicate back what you are doing about their concerns. When customers feel valued, you have a customer for life!
No more getting bogged down in doom and gloom. Focus on the positive and remember the beauty industry is resilient. Let's navigate these rough waters together towards success!
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