august 009 - Stylist and Salon Newspapers

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• disability www.fortierinsurance.com • www.the-cca.com 10 | AUGUST 2009 | CALIFORNIA STYLIST & SALON inding a Health Insurance Plan and starting a Retirement FSavings Program can be a real source for worry for many cosmetologists. Not any more! Best Rates on Individual & Salon Professional Liability and Workers Comp. Support your career as a Professional Cosmetologist on a local & state level. Join (or renew) membership in the NEW CCA today! Specialty Equipment Jasmine Model #STY-3750 $229.00 Made in USA 3 year warranty We’ll meet or beat anybody’s price! Monarch Styling Chair Model #STY A-1 $198.00 Black vinyl only. We also carry: • Salon Furniture • Manicure Tables • Waxing/Massage Tables • Shampoo Bowls • Children’s Hair Cutting Chairs • Skin Care Equipment • Spa Equipment • New & Used Equipment Facial Chair w/Electric Base Model #1221 $795.00 Legend Model #STY A-15 Black Vinyl Only $198.00 Omaha $137.00 Black vinyl only Shampoo Chair Model #6010 Black vinyl only $169.00 Duke Model #2005 “The Best Looking Barber Chair” $850.00 Black vinyl only BUY DIRECT E ANA NDD SAVE! Back to School Marketing Three Months of Marketing Elizabeth Brown As salon and spa professionals, we live in a world that runs two to three months ahead – if we do it right. School typically doesn’t get out until late June, which makes it almost painful to write an article focused on Back to School, but there it is. Target local schools, PTAs, and school districts with offers for teachers, administrative and other staff. Catering to teachers makes sense. They appreciate value and convenience and they appreciate having a style that is easy to maintain and replicate. Their time is at a premium; days start early and end late, so you might create special hours set aside for teacher’s appointments, or even set up a weekly teacher’s happy hour. Ask your local school and PTA to place flyers with your contact information and a menu of offers in their break rooms. Contact local schools to ask about advertising special offers for teachers, students and parents in school newsletters. Support local athletic, music, art, theater, and other programs. Attend school events, get involved in auctions and fund raisers. If the school will allow you to, provide them with copies of the flyer that can be inserted into student folders. Public schools may have policies that prohibit or restrict this, but don’t miss out on the private school market -- while they represent smaller student bodies; their parents are likely to be part of your salon’s prime demographic target in terms of home ownership, income, professional work status etc. The Back to School season presents a time and opportunity-concentrated market. Most kids get their hair cut just before the beginning of the school year. Even kids who wear their hair long get everything freshly mussed before they head back to class to face their peers. Chances are you have clients who come to you for their hairstyling but take their kids to what they perceive is a less expensive walk-in salon. They are not saving time and may not be saving money doing this, but their perception is that they are. While your client is in the chair this summer, ask them about their kids. Then, when your client is checking out, book your client’s next appointment and offer them the opportunity to book their children’s appointments at the same time at a “family rate” discount. A great cut is especially important to teen students - peer pressure is While your client is in the chair this summer, ask them about their kids. tough. Having a custom cut and style from you, someone personally interested in them will ensure that their hair, at least, is something they don’t have to worry about. This is a great opportunity to create some type of BOGO where the client pays full price for their cut and color and style, but save half on their child’s haircut. Add a feel-good element this fall, give clients a discount when they bring in school supplies that you will donate to needy families or local schools for kids in need. Teachers and parents talk to one another in the parking lot, the classroom, at meetings, sporting events, the coffee shop, and even in the grocery store aisles. They share referrals. If it’s good, they ask each other, “who does your hair?” It’s a market worth courting and extending special offers and events to. Add-On Marketing Strategies As you create student- and teacher-focused promotions, you may be working to create new products and services to add to your menu; after all, this has been a slow year and it is time to get creative and begin to carve out new sources of revenues and profits in order to start building business again. Just as you create add-on menus in the salon and spa, you can create an “Add-On Marketing Strategy” to help you discover new clients, pool resources with other business owners, build business, and increase profitability. Reach out to other businesses and share contacts and cross-referrals. Find at least five other businesses who would be willing to display your cards or menus at the register or waiting rooms. Doctors, dentists and orthodontists share your desired demographics to some extent, as do fitness centers, exercise and dance studios. To build male clientele, get into the waiting rooms of your local car repair, oil and tire change businesses. As you watch new coffee, wine, gift and other stores opening nearby, be among the first to walk through the door to offer to do cross-marketing. New business owners are full of energy, have lots of ideas about marketing and events, and would love to build business with you. This is more than sharing counter space. It is reaching out and bringing in new clients. Elizabeth Brown is the founder of Be InPulse Marketing and Design in Auburn, Washington and the author of 12 Months of Marketing for Salon and Spa. Email the author at elizabeth@12monthsofmarketing.net. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com
Build Your Business with Cosmetics By Adrienne Kramer Why do women buy a new lipstick? Actually, for a variety of reasons—they bought a new dress, have a date or special event to attend; they want a quick pick me up or even because they lost their favorite tube. Or, it could be as simple as they saw a new color they loved and HAD to have it. In fact, the lipstick market continues to grow because there is nothing to cap its usage. Are your clients buying their lipsticks and other cosmetics from you, their chosen beauty adviser? The single most important factor that influences consumers to buy cosmetics is emotion! But today’s client is also different than she was last year. She’s spending less on her hair, probably appointment stretching by at least a couple of weeks. According to a recent panel of modern women of all ages and races, today’s client calls herself a “frugalista” and she’s watching every dollar. The good news is that beauty matters to her and she is willing to spend her money on what’s important to her. She may streamline extraneous beauty rituals, but she realizes that premium products prove themselves, and she will spend money for things that demonstrate high quality and value for the dollar. Here, are some tips for building your cosmetics business. • You have to have cosmetics in your salon in order to sell cosmetics services and products. In addition to a large display area, you’ll want to have impulse items for sale on your front desk and retail shelves, as well as a touch-up area where your team can offer a quick re-application of a few products after every hair service. • Chances are, there’s someone working your front desk who is passionate about beauty and cosmetics, but might not have a cosmetology license. This is the perfect opportunity to get them involved. Give extra incentives and training to help turn her into a top sales person. • Wear makeup every day. Beautiful makeup is always a great conversation started with clients between tips about hair. • Make a makeup plan for the year. Partner with a cosmetics company that offers bimonthly promotions that make it easy for you to introduce a new trend or product or special promotion to your clients. Think about how women wait for the department store promotions by the big cosmetics brands. When you have something new to create excitement every client cycle, they’ll looking forward to learning what’s new at your salon. Adrienne Kramer is president of Mirabella Beauty, salon professionals’ No. 1 choice for cosmetics. For more information visit www.mirabellabeauty.com. CALIFORNIA STYLIST & SALON | AUGUST 2009 | 11
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Page 19 and 20: WHAT’S NEW IN THE MARKET 1. Mirab

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