Creative HEAD Ireland 2018

TIME TO WORKSHOP!
INTEGRATED MARKETING
“THERE’S NO LONGER a single channel of communication – you
have to take a full-circle approach” – this was the opening gambit
from Zoë Vears, the director of publicity at Salon Success. She took
the audience through the five key channels of communication
needed to achieve business success in the modern world. The first
is philanthropy, to connect you to the community; then there’s
education to give stylists confidence and grow their skills. You also
need support materials from your distributor, digital marketing,
and finally public relations – to build your reputation.
THE BUSINESS OF COLOUR
STRAIGHT-TALKING SALON owner Alan Edwards set out the
objective of his workshop session with a typically no-nonsense
approach: “We’re going to stimulate and provoke your thought
processes and approach to the business of colour.” Alan explained
that many salons actually have more skills than they think – they
just weren’t using the language to engage their clients. “We have
been doing freehand painting for years,” he said. “We just weren’t
calling it balayage. It’s massive because there’s the technology to
promote it.” And as for goals? Alan recommends aiming for 70 per
cent of clients having colour done – show them what you can do!
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CREATIVE HEAD IRELAND