These days we can become laser focus on day to day operations of our business. Taking care of staff issues, reordering the latest product that sold out, or chatting up our clients. Sometimes it is good to take a step back and start planning more strategic ways to build your brand and grow your business. One option is to start looking outside your front door. Sharing public relations efforts with neighbors, participating in local events, and become more involved in your community can be a business booster. Here are some quick tips to look beyond the day to day and knock on your neighbors door!
Next Door Neighbor
Whether there is a coffee shop or travel agency that is your next door neighbor, stop in and say hi! It is a great way to partner and co-hosted event. An example is she could provide the coffee and you could provide free hand massages or trial sample goodie bags. Offer some appetizers and maybe a local band. Brainstorm on ways you can co-promote both businesses and bring more traffic through both your doors.
Local Cross-Promotion
Networking with similar industry businesses can also allow cross promotion opportunities. An example is a local clothing boutique who is a few blocks over. You both could partner by doing a fashion show with you supplying hair and makeup and the boutique showcasing the clothes. Offer a discount or a free product for all attendees who stop in for a service at your business. This is a great way to attract new clients who are fashion-forward and want to look their best!
Community Events
From charity walks, book drives, and block parties there is always an event cooking that you can offer help for easy PR. If there is a breast cancer awareness walk, have your staff form a team. Talk it up in your business with pictures and a box for donations. Be sure to take some pictures and submit press releases to your local media outlets. Aligning your business to community events will create goodwill and get your name out there.
Movers & Shakers
Did you know that 80% of new movers shay they are willing to try new merchants? A great tactic is to welcome new residents with a special offer. A spa could do a postcard or letter saying "Moving is Stressful...Let us Help! Take advantage of an introduction massage...". Introducing your business with a friendly welcome will grow your business and build your brand. There are many companies that offer access to new resident info and will help you mail. (Try www.movingtargets.com)
Thinking and acting locally can help your business grow. Take up the challenge and go say "Hello" to your neighbors today!
Thursday, May 26, 2011
Thursday, April 28, 2011
Be a Marketing Maven!
Marketing is a way to increase awareness about your brand and grow your business. Professional beauty business owners know the services and products inside and out but often could use a little help increasing their business savvy skills. Here are some easy ways to super charge your marketing efforts!
The Pitch
Defining what your business is all about is crucial for customers and your community to understand your brand. Your pitch can be a media kit, business fact sheet, or portfolio. These included info such as the business history, staff bios, company mission, and product/service menus. Think of this as your business's resume. The goal is to pitch what makes your business unique and sells the reader on why you.
Public Relations Contacts
This is an ongoing database of public relation contacts in your industry and area. Examples include local newspaper editors, reporters, TV and radio producers, or industry publication editors. You can meet and greet local PR reps at chamber of commerce or other events. Also look at the sources websites for emails and mailing address. You want these people to love you and your services to help promote your business.
Press Releases
Now that you have your PR list you need to send them newsworthy information. Press releases are generally a one-page document that highlights special events, new employees, or cutting edge services. Need help on writing the perfect press release - click here for my previous blog on "Press Release - How To Guide". The key here is to send meaningful press releases that are worthy of publishing. Avoid PR overkill that can land you on the black list. Be sure to find the happy medium between sending frequently but timely, relevant messages.
Your Guest List
Sometimes we forget to tell our current customers all the great happenings your business is involved in. Keep in mind your clients when creating your press releases. Maintain and continually update email, mailing addresses, and phone numbers of all clients. Tie in some of your press release efforts into your monthly newsletters. Sharing good news drives further customer loyalty and may entice them to take advantage of your new offering or join you at your next charity event.
Marketing is an ongoing quest. Marketing isn't something you set and forget. You want your business to create buzz and be out in your community. With a bit of effort and some tenacity you can be your own Marketing Maven!
Have some marketing tips to share with our readers? Post them below!
The Pitch
Defining what your business is all about is crucial for customers and your community to understand your brand. Your pitch can be a media kit, business fact sheet, or portfolio. These included info such as the business history, staff bios, company mission, and product/service menus. Think of this as your business's resume. The goal is to pitch what makes your business unique and sells the reader on why you.
Public Relations Contacts
This is an ongoing database of public relation contacts in your industry and area. Examples include local newspaper editors, reporters, TV and radio producers, or industry publication editors. You can meet and greet local PR reps at chamber of commerce or other events. Also look at the sources websites for emails and mailing address. You want these people to love you and your services to help promote your business.
Press Releases
Now that you have your PR list you need to send them newsworthy information. Press releases are generally a one-page document that highlights special events, new employees, or cutting edge services. Need help on writing the perfect press release - click here for my previous blog on "Press Release - How To Guide". The key here is to send meaningful press releases that are worthy of publishing. Avoid PR overkill that can land you on the black list. Be sure to find the happy medium between sending frequently but timely, relevant messages.
Your Guest List
Sometimes we forget to tell our current customers all the great happenings your business is involved in. Keep in mind your clients when creating your press releases. Maintain and continually update email, mailing addresses, and phone numbers of all clients. Tie in some of your press release efforts into your monthly newsletters. Sharing good news drives further customer loyalty and may entice them to take advantage of your new offering or join you at your next charity event.
Marketing is an ongoing quest. Marketing isn't something you set and forget. You want your business to create buzz and be out in your community. With a bit of effort and some tenacity you can be your own Marketing Maven!
Have some marketing tips to share with our readers? Post them below!
Tuesday, March 29, 2011
Suggestive Selling - that's not pushy!
Suggestive selling is a technique used to sell retail products in a non-pressuring way. I can hear the collective groan from some of your staff members - but there is a way your employees can encourge more products sales without having customers run the other way. I promise - you can do this!
Here's how to incorporate suggestive selling techniques:
Here's how to incorporate suggestive selling techniques:
Script - Create short scripts to help start the product discussion with the client. Probing questions such as what are the current styling products or skin care products you are using? What do you like about those items? This lets the staff member know areas which are appropriate to recommend. Providing your staff with key attributes can provide competitive advantages to educate and promote the product. Facts such as... "93% of users said this product added more volume to their hair... or 98% of women saw improvement in their skin texture" provide benefits and data. Ask your vendor for these tips or pluck them off their provided sell sheets. Offer trail free samples with these scrips as a no pressure way to encourage clients to give it a try before their buy. Be sure to note what samples you provide on the client's record and follow up on the next visit.
Prescribe - Another fun to way promote products is by offer beauty prescriptions to each client. This is a creative take on a perscription pad but related to hair, skin, or body services. It can include a touch up color date and recommended styling advice along with what products to use. This is a big winner with med spas for their skin care regime products.
Star Power - Celebrity endorsed brands is a selling magnet. Whether we love or hate the certain celebrity brands they definitely can move retail items. Be sure you prop these products with photos of the celebrity. You can also take this to a more hometown level by working with a local community celebrity such as an elected official or community director. Host an event to tie into their cause and be sure to take some PR photos!
Visual Merchandising - Create an inviting and attention catching retail area. Your business needs to look the part. Copy those retail powerhouses - department stores. Make retail displays that speak to the season, your latest product promotion or upcoming event. Tie in retail paper shopping bags, tissue paper, and promotional packaging of items in group sets. You can also create magic tables (just like those department stores). Take a circle table, drape it with a white cloth, and create a featured display. Ideal for a try me area where customers and smell and play with the products or to feature your monthy promotion such as Sun Care products.
There you have it. See that wasn't so bad! Selling retail products can be fun, adds value for your client's experience - and increases your bottom line. Try some of these tips today and share your ideas below. Happy Selling!
Wednesday, February 23, 2011
Celebrate your customers!
Loyal customers are the life line of your business. It is more important than ever to take time out to thank your clients for their continued patronage. Here are some small ways to celebrate your customer.
Birthday Cards
Many of us collect new client data via new customer cards. These can be small paper index cards that customers fill out when they first visit. These typically include birthday information (shh.. they don't have to give the year). This data is then entered into your salon database system or a spreadsheet. You can do a monthly pull of all your clients with a birthday that month. Mail them a card wishing them happy birthday. Include a message saying you can help them look their best with a special b-day discount! This makes your client feel appreciated and gets that back in the door bring you additional business.
Their Anniversary
When a client card is filled out also capture the date they become a new client. You can now send them a Happy Anniversary promotion for doing business with you. This message can say you value their loyalty and look forward helping them look their best. Offer a free product with their next retail purchase or a discount off a service. Clients will be delighted by the offer and happy you thought of them.
Your Anniversary
Another way to create buzz and thank your customers is by celebrating your business anniversary. Make it a week event! Decorate the salon with balloons and anniversary signage. You can send out postcards or emails offering a special discount for your anniversary week. Or you can even host a special VIP event for your best clients offering trials of new services and goodie bags of sample products.
Little things can have a big impact. It comes down to making your customers feel special and appreciated. It will lead to long term clients and bring in more sales. There is power in gratitude so share some today!
Birthday Cards
Many of us collect new client data via new customer cards. These can be small paper index cards that customers fill out when they first visit. These typically include birthday information (shh.. they don't have to give the year). This data is then entered into your salon database system or a spreadsheet. You can do a monthly pull of all your clients with a birthday that month. Mail them a card wishing them happy birthday. Include a message saying you can help them look their best with a special b-day discount! This makes your client feel appreciated and gets that back in the door bring you additional business.
Their Anniversary
When a client card is filled out also capture the date they become a new client. You can now send them a Happy Anniversary promotion for doing business with you. This message can say you value their loyalty and look forward helping them look their best. Offer a free product with their next retail purchase or a discount off a service. Clients will be delighted by the offer and happy you thought of them.
Your Anniversary
Another way to create buzz and thank your customers is by celebrating your business anniversary. Make it a week event! Decorate the salon with balloons and anniversary signage. You can send out postcards or emails offering a special discount for your anniversary week. Or you can even host a special VIP event for your best clients offering trials of new services and goodie bags of sample products.
Little things can have a big impact. It comes down to making your customers feel special and appreciated. It will lead to long term clients and bring in more sales. There is power in gratitude so share some today!
Monday, January 31, 2011
Boost your Marketing Mojo!
We can all become complacent. We settle into the day to day events and processes are on automatic pilot. But where is the excitement for you, your customers, and your brand? Now is the time to shake things up and become a bit more creative. Passionate leaders drive better staff and infect their customers with their drive to please and inspire. Let's re-energize your business image and boost your marketing mojo!
5 Easy Tips to Rev up your Marketing Mojo
1.) Wear your client's glasses.
Each of us have a variety of client types that have different needs and desires. Pay attention to the individual needs of each customer and create a system that personalizes the services to them. Cookie-cutter customer service and sales approaches rarely work. A warm greeting and 10 minute consultation on may work for some clients, but the busy professional may want in and out. Hard sell production techniques could work for some, but others prefer a softer try before you buy approach. Put yourself in your clients shoes and focus on how best you can market and meet their needs.
2.) Use Consistent Messaging
Rise - Lather - Repeat. Repetition is a tried and true marketing techniques. It works because people remember what they continually see over and over again. Use the same logo and colors on all items that touch your customers. From your business cards, your personalize retail packaging, gift cards, salon menus and beyond should all have a consistent look and feel. This increases brand awareness and enhances your professional image.
3.) Devil is in the Details.
Pay attention to the details such as an organized reception area, clean retail and sitting areas, and professional friendly staff. Stacks of magazines taking over sitting areas, gossiping staff who are always on their cell phones, and salon stations cluttered with products can have your clients running for the hills. Welcome your guests with a clean and inviting atmosphere.
4.) Create your 30 second elevator speech.
Why should a customer use your business? Create your unique selling proposition. This is the quick statement that defines what makes your business stand out from the competition. Once define this incorporate it in all your marketing messages such as your business cards and your ads. You and your staff should have it memorized and always being touting the "why us" in elevators, the coffee shop, and even to your loyal customers.
5.) Testimonials tell your tale.
When your best friend recommends something, you usually try it right? Third party perspectives are power marketing statements that build trust with potential clients. Don't be afraid to ask for testimonials and use them on our marketing materials. Your fans can drive more fans and create buzz about your biz.
Brainstorm some ideas with your team on this quick five pointers. See how your business stacks up. Come up with a few action plans and in no time your marketing mojo will be rocking!
5 Easy Tips to Rev up your Marketing Mojo
1.) Wear your client's glasses.
Each of us have a variety of client types that have different needs and desires. Pay attention to the individual needs of each customer and create a system that personalizes the services to them. Cookie-cutter customer service and sales approaches rarely work. A warm greeting and 10 minute consultation on may work for some clients, but the busy professional may want in and out. Hard sell production techniques could work for some, but others prefer a softer try before you buy approach. Put yourself in your clients shoes and focus on how best you can market and meet their needs.
2.) Use Consistent Messaging
Rise - Lather - Repeat. Repetition is a tried and true marketing techniques. It works because people remember what they continually see over and over again. Use the same logo and colors on all items that touch your customers. From your business cards, your personalize retail packaging, gift cards, salon menus and beyond should all have a consistent look and feel. This increases brand awareness and enhances your professional image.
3.) Devil is in the Details.
Pay attention to the details such as an organized reception area, clean retail and sitting areas, and professional friendly staff. Stacks of magazines taking over sitting areas, gossiping staff who are always on their cell phones, and salon stations cluttered with products can have your clients running for the hills. Welcome your guests with a clean and inviting atmosphere.
4.) Create your 30 second elevator speech.
Why should a customer use your business? Create your unique selling proposition. This is the quick statement that defines what makes your business stand out from the competition. Once define this incorporate it in all your marketing messages such as your business cards and your ads. You and your staff should have it memorized and always being touting the "why us" in elevators, the coffee shop, and even to your loyal customers.
5.) Testimonials tell your tale.
When your best friend recommends something, you usually try it right? Third party perspectives are power marketing statements that build trust with potential clients. Don't be afraid to ask for testimonials and use them on our marketing materials. Your fans can drive more fans and create buzz about your biz.
Brainstorm some ideas with your team on this quick five pointers. See how your business stacks up. Come up with a few action plans and in no time your marketing mojo will be rocking!
Wednesday, December 29, 2010
Beauty Biz Resolutions for 2011
As the year comes to a close, many of us reflect and start planning for the future. Many personal resolutions are made, such as losing weight or spending more time with the family. But what about making some resolutions for your business? Now is the time to take stock of what was successful this year and what efforts didn't live up to expectations. From there you can create new goals for 2011 to help drive a successful new year.
Promotions
Did one of your special offers work like a charm? Was it that "Buy One Product Get One Half Off", was it a free gift with purchase, or a customer loyalty discount? If something worked well, plan to use it again this year or use it more robustly in a slower period of time. If a promotion fell flat, determine what went wrong. Did the offer not resonate with your clients, was the timing off, did your staff not promote it enough? Compose your thoughts and then review collectively with your staff. Ask for their insights for what worked, what didn't, and why. Then the team can brainstorm promotions for the entire year.
Partnerships
Today more than ever businesses are pooling resources and working together. Talk to your neighboring businesses and see what their plans are for 2011. Try co-hosting an event to tie in both your services and drive businesses both locations. A few ideas are to have a sidewalk sale or VIP event. If the business next door is a coffee shop or cafe, have them carter the event and give out discount cards. You reciprocate with a free service or discount on retail products. Promote the event with postcards and emails to both your customer bases and use local advertisement methods to get the word out. There is power (and profit) in teamwork.
Proactive Planning
Many businesses take a haphazard approach to business planning. Owners and directors can get caught up in the day-to-day and forget the benefits of pre-planning. All it takes is a bit of forethought. Being proactive in plotting out a course for the year makes the year less stressful, empowers your team, and gives you goals to strive for. The biggest benefit is keeping everyone on the same page. When you are all working from the same script, things come together. Need some help? Click here to see our yearly promotional planner.
These are just a few ideas to get you started. You will be amazed at what taking some time to reflect and plot out future goals can do. Setting a focused agenda for the year will keep you and your team on track to make a successful and profitable new year. Cheers!
Promotions
Did one of your special offers work like a charm? Was it that "Buy One Product Get One Half Off", was it a free gift with purchase, or a customer loyalty discount? If something worked well, plan to use it again this year or use it more robustly in a slower period of time. If a promotion fell flat, determine what went wrong. Did the offer not resonate with your clients, was the timing off, did your staff not promote it enough? Compose your thoughts and then review collectively with your staff. Ask for their insights for what worked, what didn't, and why. Then the team can brainstorm promotions for the entire year.
Partnerships
Today more than ever businesses are pooling resources and working together. Talk to your neighboring businesses and see what their plans are for 2011. Try co-hosting an event to tie in both your services and drive businesses both locations. A few ideas are to have a sidewalk sale or VIP event. If the business next door is a coffee shop or cafe, have them carter the event and give out discount cards. You reciprocate with a free service or discount on retail products. Promote the event with postcards and emails to both your customer bases and use local advertisement methods to get the word out. There is power (and profit) in teamwork.
Proactive Planning
Many businesses take a haphazard approach to business planning. Owners and directors can get caught up in the day-to-day and forget the benefits of pre-planning. All it takes is a bit of forethought. Being proactive in plotting out a course for the year makes the year less stressful, empowers your team, and gives you goals to strive for. The biggest benefit is keeping everyone on the same page. When you are all working from the same script, things come together. Need some help? Click here to see our yearly promotional planner.
These are just a few ideas to get you started. You will be amazed at what taking some time to reflect and plot out future goals can do. Setting a focused agenda for the year will keep you and your team on track to make a successful and profitable new year. Cheers!
Monday, November 22, 2010
Looking ahead – Beauty Biz Trends for 2011
Time keeps ticking towards 2011. Here is a sneak peek at some of the trends to position your business a head of the curve!
Organic
Natural, organic products and services continue to gain popularity. The sustainability and green movements are driving innovative lines of hair, skin, and various beauty products. Try offering a new organic retail product line or introduce a new organic-based service.
Wellness
A broader sense of beauty is showing up in spas, beauty treatments and beauty products. Beauty is taking on a much broader meaning that just the latest hairstyle or nail color. Anti-aging and wellness are tied into being healthy and beautiful. Adding in some wellness aspects of your services and retail lines can keep you on top of this trend. Partner with a yoga studio to offer discount classes for clients or host a VIP event with your local fitness center. Add a line of wellness teas, essential oils, or relaxation cds.
Niche boutique brands or private label
Many salons and spas will see stronger retail success in carrying niche boutique brands or private label retail products. The big brand professional products are getting easier for clients to find through mass merchandisers or through diversion. Carrying a small brand or a private label brand that can only be found at your location will make your retail products exclusive and avoid clients going elsewhere.
Make-up Products & Services
A key item being added to the salon and spas retail lineup are make-up products. Trends in bold bright and dark, earthy colors can be seen in make-up such as nail polish and eyes or lip colors. Align to one line to test the waters. Promote a free make-over like they do in department stores. Tie in organic or niche brands and you could have a retail rock star!
Personalized and Value Added
Look for ways you can personalize your clients’ experiences by having a la cart services or product options available. For retail items such as skin care lines, allow clients to pick and choose the products they would like for in a value priced set. Offer free personalized consultation, makeovers, or samples so customers can try before they buy.
There you have it – some 2011 trends seen in my crystal ball. Don’t be overwhelmed. Pick one or two that most relate to your business and develop a plan to incorporate the trend in the coming year. What are some trends you are seeing? Share your thoughts below!
Organic
Natural, organic products and services continue to gain popularity. The sustainability and green movements are driving innovative lines of hair, skin, and various beauty products. Try offering a new organic retail product line or introduce a new organic-based service.
Wellness
A broader sense of beauty is showing up in spas, beauty treatments and beauty products. Beauty is taking on a much broader meaning that just the latest hairstyle or nail color. Anti-aging and wellness are tied into being healthy and beautiful. Adding in some wellness aspects of your services and retail lines can keep you on top of this trend. Partner with a yoga studio to offer discount classes for clients or host a VIP event with your local fitness center. Add a line of wellness teas, essential oils, or relaxation cds.
Niche boutique brands or private label
Many salons and spas will see stronger retail success in carrying niche boutique brands or private label retail products. The big brand professional products are getting easier for clients to find through mass merchandisers or through diversion. Carrying a small brand or a private label brand that can only be found at your location will make your retail products exclusive and avoid clients going elsewhere.
Make-up Products & Services
A key item being added to the salon and spas retail lineup are make-up products. Trends in bold bright and dark, earthy colors can be seen in make-up such as nail polish and eyes or lip colors. Align to one line to test the waters. Promote a free make-over like they do in department stores. Tie in organic or niche brands and you could have a retail rock star!
Personalized and Value Added
Look for ways you can personalize your clients’ experiences by having a la cart services or product options available. For retail items such as skin care lines, allow clients to pick and choose the products they would like for in a value priced set. Offer free personalized consultation, makeovers, or samples so customers can try before they buy.
There you have it – some 2011 trends seen in my crystal ball. Don’t be overwhelmed. Pick one or two that most relate to your business and develop a plan to incorporate the trend in the coming year. What are some trends you are seeing? Share your thoughts below!
Subscribe to:
Posts (Atom)