THE SECRET OF… ADJUSTING YOUR USP IN AN EVOLVING LANDSCAPE SOCIAL MEDIA DISTRACTION OR BUSINESS DRIVER? CONSUMER BEHAVIOUR IS CHANGING. BUSINESSES NEED TO ENSURE WHAT THEY ARE OFFERING IS INTERESTING AND UNIQUE TO STAY AHEAD OF THE COMPETITION. THE EXPERTS AT MINDBODY SHARE THREE WAYS TO DEVELOP YOUR OFFERING… YOUR TICKET TO THE FUTURE Technology is integrated into the way people live. Recent research by MINDBODY found that more than three-quarters of those aged between 18 to 24 use technology as part of their daily wellness routines. Getting to grips with technology and incorporating the latest advances into your business is a great way of keeping things fresh. BYE-BYE 9 TO 5 Flexible working is on the rise and tweaking your offering to refl ect this change in clients’ schedules could have a huge impact on your business. MINDBODY revealed almost half of respondents said they have no preferred time to get treatments, suggesting peak times are becoming a thing of the past. THINK OUTSIDE THE BOX There are thousands of salons across the UK, so make yours different to drive footfall. Get creative and think about services or offerings that can really add value, in addition to your standard cut and colour. IN ASSOCIATION WITH For more salon-savvy secrets by MINDBODY, visit uk.mindbodyonline.com WHEN IT COMES to followers on social media, is less really more? Young stylists are facing unprecedented pressure to cultivate an impressive online portfolio, from the very beginning of their training. With less time to spare, and their attention pulled in multiple directions, where should their focus be? “Social media plays havoc with young hairdressers,” asserts Tom Dodd, hair stylist at Spirit Hair Design and one of the Generation Z team that’s taken over this issue of Creative HEAD. “Everyone sees these amazing hairstyles and think they can get a look so easily. When something isn’t possible it gives you a bad name or implies that you’re not a good hairdresser.” “I find younger hairdressers feel the pressure because they’re not only trying to learn how to run a column, they’re learning how to adapt themselves to different situations with different types of people,” says Dale Hollinshead, owner of Hazel & Haydn. “They also feel the pressure to showcase their work on Instagram to gain new clients. Of course they feel it takes time away from their actual job, but it’s now, in a way, part of their job.” It’s not just unrealistic expectations that young stylists have to tackle nowadays, but time. When building a column, how much of this precious commodity should be spent on social media? Andy Heasman, international creative director for Rush, detailed the brand’s approach to posting: “Our team members are allowed to take before and after images or progress pictures of their clients’ hair, but cannot post until they are on their break or finished for the day. We are all-for showcasing the incredible work of our younger team, however, being active on social media during working hours on the salon floor is prohibited. The clients are our number one priority.” Mathew Watt, owner and director of Mathew Watt Hair, takes a similar view. “The experience is always the number one priority,” he says. “When we have clients booked in that are looking for a big change, or someone whose look we know is going to create a good image, I book out an extra 10 minutes at the end of the appointment so the team can get that image.” The pressure on established salons is high as it is, but the impetus on emerging artists to race ahead in a crowded market, vying for attention and followers, concerns some salon directors. “It is a great tool for attracting staff and showcasing our work, but I feel that many users are prioritising followers and likes as a tool for recognition and we will never insist our team use it this way,” notes Sally Brooks, co-owner of Brooks & Brooks. Social media is becoming something of a necessary evil – to not have a strong presence online is a real problem to any business. But in salons, where time is very much money and hands are always occupied, snapping away can be more of a hindrance than a help. Is it possible to strike a balance? Darcie Harvey, Brooks & Brooks Instagram is a gift and a curse for hairdressers. Yes, it is an easy way to build your platform and connect with other creatives, however it is no longer a fun app that you use for your own pleasure. We are now expected to constantly keep everyone updated – which can be hard when you are running a fully-booked day of clients. For example, I had a beautiful client with a classic one length bob come in late (halfway through her appointment) but she still wanted to leave on time. So, tight for time, I put my head down and did a haircut I was proud of. It would have been the perfect content for social media and I felt the “Insta-pressure”. What do I put fi rst? My client or Instagram? The answer is obvious; if the client enjoys her experience, she will come back and that will be the appropriate opportunity to take a picture.
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