The Male Market

Father’s Day is just around the corner.  Its time to start promoting your goods and services catered to the male market.  Beyond this celebration, the male demographic is a huge opportunity to grow your business.  According to marketresearch.com, the men grooming market is likely to hit $84 billion dollars this year. Yes, that is billion with a “b”!  Here are tips to reach the male audience and get a piece of the market share.

Products and Services
The industry is booming with male focused grooming products. Select one or two lines that fit your target client.  Now that you have the right products, you need to create the services to meet the male clients need. Men liked to be pampered but with a masculine feel. Think shorter treatment times and result orientated services. Offer men’s cuts, color, manicures, body services and more. Add a special section to your existing menu or create a new male focused menu. Guys feel more confident choosing the right service in this format.

The Look
Walk your location and review your marketing materials through the eyes of your male client.  Are you swimming in a sea of pink that might make some men run the other way?  Take on a more masculine or unisex look if you are marketing to both audiences. You could also offer a male focused treatment area.  Don’t forget your retail packaging.  Offer retail bags in black, gold, or silver bags which a guy would be proud to carry out of the location.

It’s Raining Men

Now you have the products, services and look – how do you get the men to join the party? Your female clientele can be the answer. Offer package deals with wives or girlfriends --- think couples spa days for a romantic gift, Father's Day specials, or Men Only Holiday Deals. The next step is to advertise where your target customer is at. Think of local sporting events in the programs, on the radio, at gyms, restaurants, or community events. Once you get the men in the doors, encourage them to come back with loyalty programs, rebooking special offers, and free samples.

From Dad’s to Grads, now is the time to start growing your male clientele. Once the men take advantage of these celebration offers, secure them as regular customers by offering quality products, adding value to their experience, and making them look fabulous! 

Consider a Private Label Line

Diversion of professional retail products is a challenge for many beauty businesses.  Everyone from the big box retailers to the ecommerce sites are selling the same products you are and likely for less. More often clients are purchasing from these other sources. What is your business going to do to compete? It might be time to consider your own private label line.

Why a Private Label Line

The benefits for creating your own private label line are to increase your retail sale profits and build your brand.  The cost per private label product will be cheaper than any manufactured name brand.  Additionally if you use your line within your services, you will likely reduce costs and drive up service profitability too.  Aside from the profits, there is more prestige and pride in building your brand verses promoting the other guys.             

Where to start

Define what products you want to private label. Look at what sells the most, has the most client requests, and that is used most often in your services. What minimum orders would you be most comfortable carrying. Think of this in terms of product cost, inventory carrying cost, and your storage ability.  Have this ballpark data in mind as you start researching vendors.

How to Source your Manufacturer

There are a host of providers from hair products, skin care, and cosmetics. Look to your industry association groups and trade publications for the top performers. Remember that your private label manufacturing company is truly a business partner. Going with the cheapest player or fastest turn around time isn’t always the right choice. Fully vet your provider by requesting test products and referrals from other customers. Most providers showcase their quality control, research and development, and offer in house art services to make your brand look fabulous. Leading providers offer marketing material support and in-house training for your team.

How to Launch your new Line

Utilize the services of your manufacturer for selling support materials such as product brochures, product images for digital marketing, and direct mail efforts.  Reach out to your staff for feedback on the best promotions and marketing methods. Host an exclusive VIP event and provide a sneak peek to your best clients with a saving discount. Drive interest on your social media sites and in-store with signage and a sample testing area. 

Remember just because your name is on the product doesn’t mean it will go flying off the shelves. You need products you believe in, the right marketing plan, and vendor support to make your private label line a winner! 
Have a private label story to share? Please a comment below or share on our Facebook page. Lets pool resources and grow sales together!

Your 6 Week Mother’s Day Sales Plan

Mother’s Day is a spring celebration that can jump start your annual sales.  Now is the time to create your selling strategy to take advantage of this opportunity.

Products
Gift cards, luxurious body services and professional product sets make Moms feel pampered. Determine what products and services your business wants to offer. Get items on order and service menus prepared. 

Packaging

The right packaging will help you sell more. Create ready-to-go retail product gift sets with vinyl or cello bags.  Include the gift card packaging to create that instant gift your clients will love to give to mom.

Promotion

Just because you built it, doesn’t mean they will come.  Clients need to be aware of your offers via

postcards, emails, social media, and word of mouth advertising. Talk your business up as “the” Mother’s Day gifting resource.

We make it easy to ring up more sales with a promotional calendar to maximize your Mother’s Day sales.  Download your own FREE 6 Week Promotional Calendar – Click here!

Preparation is the key to success. A bit of forethought and a plan will have you loving your Mother’s Day sales this year!

Bags can Build Your Brand

What would you say to seeing your business name walking around town wherever your client goes?  I'm not talking about a super bowl marketing antic with people tattooing their foreheads.  It is much easier than that. Your retail packaging is a walking billboard as soon as a guest leaves your doors.  Many of your customers are self-described bag ladies. They hold on to bags and use them to take their lunch to work or as reusable shopping bags. Think of all that repeat exposure to your brand.

Here's how to build your brand with bag power!

Design
Packaging needs to follow function. What products are you putting in the bag - small, heavy, short, tall? Once you determine the items you are packaging, then you can zero in on the bag type you need.  Durable with strong handles for heavy items might lead you to a non woven poly bag or for a light weight cosmetic or jewelry item an appropriate option would be small gift bag.

Style
The type of bag you use reflects your brand. To illustrate this think about the thin plastic bag you get at corner store. It says - fast and cost effective. Now envision that high-end department store who wraps your purchase in printed tissue and places it in a glossy, rope handle paper shopping bag. It says - rich luxury.  Where on the spectrum does your brand fall? Paper generally is a higher quality feel verses plastic. Also consider your brand message. Is your business more eco-minded and wants to present an earth friendly appeal? Define the message you want to send and the style will flow.

Color
Color has long been attributed with meanings and emotions.  Red is energy and passion, blue is calming, green is soothing, and purple royal. You likely reviewed color meaning when determining your business logo.  Keep that consistent message going in your packaging.  We don't envision Coke as lavender, we know it is red. Reinforcing your brand colors will build stronger brand awareness.

Imprint
This critical step is often forgotten. Not only does adding your logo to your packaging look professional, but it is a walking billboard for your business once the customer leaves your store. There are a variety of imprint styles from screen printed, ink prints, hot stamp, heat transfer, and 4 color process.  Each offers different look from subtle to vibrant high detail. The right imprint type will depend on the bag you chose and the art you want to place on the bag.

Investment
Bags are far more than a supply item. Bags are a marketing investment for your image and building your brand.  Costs are a consideration. Higher-end materials and printing processes are more expensive. Remind yourself what your business brand stands for and how will that factor into your packaging.  There are many ways to be cost-effective and still reflect your brand message.  Don't forget that as a rule higher volume purchases bring the price per bag down.

Need assistance finding the right bag for you? Our friendly experts will walk you through this process and find the bag perfect for your business. Make your business look fabulous and grow your brand today!

Retail Trends for the New Year

Somewhere after the new year's eve party, packaging up the holiday decorations, and the polar vortex - 2014 is here! With the new year comes new trends which can use to your advantage. 

Go Digital or Go Home
You need to have a digital presence.  The increase use of web, mobile, and social media will continue to set growth records.  Research mobile marketing and explore text messaging sales alerts. If you are a service provider, try mobile and online appointment booking. Showcase your products, styles, and customers on pinterest and facebook to drive brand engagement. Have a defined plan for each of these marketing channels to maximize your reach.

Market Diversity
The world is a melting pot. Catering products and services to diverse types of people will allow you to reach more potential customers.  Typically retail has been very female focused.  Big trends continue to be expanding and/or creating boutique marketing towards men and children.  This can been seen in examples such as the growth of men and kid focuses spas.  Expand the view of your target customer to ring up more sales.

Certify your Go Green Efforts
Being earth friendly is a continuous theme, but this year consumers don't want to hear empty claims. They expect organic and green labeled products to be certified by reputable sources. Verify with your suppliers any eco-minded claims.  If vendors can't back up their claims, move your business elsewhere. You need to be authentic.

Time Value Service and Products
Time is the most valuable currency. Creating products and services that save customers time will be everywhere. Some examples are offering the 15 minute power massage or retail stores allowing pre-orders online with customer pick up. Think of ways to save customers time and they will pay for the luxury.

Product Diversion
Ecommerce sites and big box retailers are increasing product diversion and pushing down prices. This will continue to accelerate with the advances of digital marketing and social sharing. You can combat this by offering boutique products, meaning products only carried at limited locations, or investing in your own private label lines. Other suggestions are offering discounts for pre-orders, continued repeat purchases, or on products when pre-booked with a service. 

Knowing the trends is half the battle, but the other half is creating marketing plans from this knowledge. With a little creativity and forethought, you can maximize these trends and improve your business!

Moving Left Over Holiday Inventory

Soon the gifts will be unwrapped and the last of the decorations put away. As you start plotting out your goals for next year, you might be wondering what to do with that left over holiday inventory. Let's create a plan to move it!

Attack from all Angles
Put your retail products in more than one area. Having one shelf next the checkout area is not going to cut it.  You need to make retail a leading cast member in your business.  Create multiple areas to engage customers.  Use signage in service areas, waiting areas, or even restrooms. Prop smaller products at your stylists' stations. The goal is to make your customers see your retail and envision you as a product source.

Power of 9's
The big box stores have been using this trick for ages. Reprice items using 9's. Examples are 14.99 or 9.99. This subconsciously makes the brain see the lower price point and equates receiving a deal.

Bargain Bins
Have truckloads of travel sizes, cosmetics, or smaller products hanging around?  Create bargain bins or displays.  It doesn't have to look cheesy if done correctly. The point is to create a group of products you want to blow out. Slash the prices, do a two for one, or 5 for $15 bucks. Get creative with your promo but make it easy and attention grabbing.  Everyone loves a good deal and people will go diving in your bins to save!

Repacks
Create product sets in ready to go bags.  Grouping products together increases their perceived value. Add in a gift with purchase like a reusable tote or vinyl travel bag to entice buying behavior.  Purchase cosmetic or travel bags. Pack with your inventory that hasn't moved. Give it a group price point (remember the 9's) and promote them in high traffic areas.  Unbeatable deals...never this low again...perfect gym bag accessory.... get creative with your tag lines and watch these products walk out the door!

Out with the old and in with the new. Employ these tips to move left over items.  Santa may just hang around a bit longer as you ring up additional seasonal sales!

Small Business Stress Buster Tips

Stress is a normal part of each day. As a business owner or manager you're burden with the accountability of the buck stops here.  You likely feel elevated levels of stress during the holiday busy season. Here are some tips to keep your stress in check to survive, thrive, and enjoy the season!

Set Priorities
Shooting from the hip can create chaos because your team has no defined course of action. Having a plan is half the battle.  Set yearly- quarterly-monthly-weekly-daily goals. This allows you to break down your goals into smaller pieces and work through them on a manageable level. Start each day by reviewing your priority list. This keeps you on schedule and you know you are covering your bases.

Re-evaluate Results and Goals
Don’t set it and forget it. Check in with how you are tracking towards your goals. Did something change where your goals or tactics need to be reconsidered?  Maybe a marketing plan didn’t pan out or that new product did fly off the shelf as predicted. Be prepared to come up with plan B such as a new promotion, sale or creative campaign to revive the item.  Revisiting goals will nip concerns in the bud before they become bigger stressors.

Uncover the Root Cause
Stress can cause us to overact to challenging situations or be upset at the messenger. Remember to take a deep breath and attempt to get at the heart of the matter as quickly as possible. What caused the marketing effort to fail – bad timing, bad placement, offer didn’t relate to your target client? Was it a staffing issue? Try to put the issue in perspective with the big picture of your business. Attempting to stay calm and look objectively at events can steer you to the right solution faster.

Teamwork
You are not alone. Your staff is there to support you and make the business a success. Train them well and empower them to take on more responsibilities. Reach out to them when your to-do list is overwhelming. Letting go of your internal control-freak can be the best thing for your stress level and helps your staff grow.

Get a Life
You need a life beyond your business. When you leave for the day check out of business mode. Enjoy your family, friends, hobbies, and outside interests not related to your work. Decompress and let your mind enjoy other topics. This refreshes your body and soul to tackle the next business day ahead.

Stress is an unavoidable part of life, but with a little pre-planning and getting down to the root causes of challenges you can overcome stress and drive your business to success. A little chocolate can always help too!