|
#1 LIGHTING YOUR WAY!!!
Station lighting is sometimes overlooked, but is very important to the long-term success of any Hair Salon or Hairstylist. Here are a few things to keep in mind:
Lighting systems that fade (such as halogen lighting) can be very problematic for stylists and customers. These lights will slowly dim over time, affecting how colors and tones look in a clients hair. Stylists will have a tougher job with each coloring appointment, based on the hair color they're trying to achieve continuously looking different because of what stage these dimming lightbulbs overlooking their clients are in...THIS IS NOT GOOD!!!...and WILL eventually lead to customer complaints. Salons can use several options to achieve proper station and hair color lighting from only using light bulbs with a CRI (Color Rendering Index) of 80 or higher, to installing pricey skylights, to the redirecting of window sunlight off light colored walls and specifically placed mirrors, to hiring lighting consultants/designers, and even installing lighting systems which largely make use of the popular, and in my opinion the proper, combination of incandescent and halogen overhead lighting. And stylists can take matters into their own hands by purchasing mobile and/or portable task,and mirror lighting for use at their individual stations (one of the most popular San Fran salons has a nice novelty allowing each stylist to individualize their station with mirror lighting of their choice).
Overhead task lighting should be keep at a lower wattage than the lighting illuminating your salon. Too much bright light overhead can give stylists unnecessary shadowing to work with on their clients head, and also leave clients looking at their unflattering reflection in the mirror. And to make sure clients look their best with any overhead lighting, around station mirrors you should have some light directed onto your clients face (whether its natural light from windows, or using small watt bulbs), giving clients a warm glow that makes their facial features and hair look better and beautiful. Overall, not only is lighting important in the design of your salon, and in making it easier for stylists to do their jobs, but it's important that clients look good and feel good not only after leaving you, but for the short time they're with you...REMEMBER YOU'RE IN THE BEAUTY BUSINESS!!!
|
#2: TIME TO RHYME!!!
When building your hair business or using an ad campaign to promote your services and products, dont overlook what a catchy and memorable slogan or tagline can do to significantly boost your profits. These short simple phrases can have a great impact on whether your business succeeds long-term. And one of the easiest ways for business owners to develop their own successful ad campaign, along with avoiding those huge costs involved in hiring an ad agency, is to focus your attention on rhyming. Taglines and slogans that RHYME are common in advertising because they WORK WORK WORK!!! Recent studies taken by both Princeton University and Lafayette College have shown that people are more inclined to believe and remember statements that rhyme. These studies have proven that the ease with which a person is able to process information has a big impact on whether or not they trust that information. And since most of us were raised on rhymes as children, they're not only easier for us to understand, but more appealing and interesting to us which inevitably leads to them being easier to remember. Simply put, not only is it manageable for any hair professional to use rhyming in creating a catchy and memorable business slogan/tagline on their own (see below!), but using rhymes is an effective way to get more people thinking and talking about your hair business. There are many phrases and words you can rhyme related to a hair salon or stylist business, but an easy way to create a great tagline or slogan on your own is to start with just the word HAIR; which has so much rhyming potential, and is perfect in letting these future customers know exactly what it is you do (use an online rhyming dictionary for all the words that rhyme with hair). Then take time coming up with as many two or three word phrases as you can, related to both what your hair business does, and how you want others to think about your salon/stylist business: ex.- beautiful hair, modern salon, great stylists, etc., etc.. And using an online thesaurus, find synonyms for words in these "phrases" which increases your options. Then once you have a long list, simply spend time brainstorming while you combine these with "hair" and its rhyming words (along with the tips I give below), and your that much closer to avoiding advertisers that say you need to pay them thousands to put together...AN EFFECTIVE TAGLINE OR SLOGAN MAKING THE PUBLIC THINK AND TALK ABOUT YOUR HAIR BUSINESS LONG-TERM! Here are a few tips related to how advertisers "create" taglines & slogans, that they would prefer you didnt know: (1) make sure it communicates either exactly what your business represents long-term, or how the particular short-term ad campaign represents your business (2) keep it memorable to the point that consumers will never hear a similar phrase again without thinking about your business (3) make sure its very easy to understand, quick to read, and short (8 words or less) (4) humorous and/or controversial taglines or slogans are typically the most memorable and talked about (know your area, don't be too offensive) (5) all great taglines/slogans differentiate your business from your competitors (whats the ONE main reason you stand out from the competition?) (6) try relating the tagline/slogan to your current business success without being too "over the top" or dishonest which turns people off (ex- client approvals, awards, years doing hair, etc.) (7) don't be afraid to take on the competition or negative aspects of your industry to promote yourself (8) and advertisers usually use a model for brainstorming which includes spending a few hours writing down anything that pops into their head no matter how ridiculous it may sound and without any self-judgement, then not thinking about it for a day before returning with a clear mind (a proven way to inspire creativity). Here are a few taglines/slogans I came up with while writing this to help you get inspired: "WE CARE ABOUT YOUR HAIR", "STUNNING HAIR TO MAKE PEOPLE STARE", "OUR CLIENTS SWEAR BY HOW WE DO HAIR", "PREPARE FOR BEAUTIFUL HAIR", "OUR FLAIR FOR MODERN HAIR", "HAIR YOU WANT TO WEAR AND SHARE", "BE AWARE OF WHO DOES YOUR HAIR". And once you've created your own catchy and appealing rhyme, all the $$$ you saved on not hiring an ad agent can be of greater benefit to your salon. You can spend more on promoting what is actually seen, heard, and/or read by potential customers...YOUR GREAT TAGLINE OR SLOGAN; and not having your money consumed on the creative a hired advertiser comes up with for you...you've cut out that "costly middle-man"!
|
|
#3: "Oldies But Goodies!!!"
Some stylists are hesistant in marketing toward and bringing in older clients....or lets say "mature". They are focusing on those negative stereotypes....that they don't tip well, are irritable, possibly overly picky, etc. This is sad, not only because it's a gross generalization, but because it overlooks some of the incredible "positives" when it comes to marketing and building a long-term loyal client base for your business. From cities to the smallest towns, you can alm0st always find nursing homes, senior centers, assisted living and retirement communities, etc., where you and your business could have significant access to large groups of potential clients...right where they live. Most of these facilities focus attention on keeping their older tenants happy and busy with classes, craft get-togethers, movie nights, bingo and card games, etc. Using just some time, and very little money, why not approach these "centers" management and/or owners, and explain to them that you're a "hair expert" who has a perfectly suited service to offer their older tenants... a FREE hr long course on the maintenance and management of hair as you grow older. Hmmm???....this sounds like a pretty boring way to spend an hour right? You'll easily get over it once this hours gained you a few new clients. Elderly people usually don't have much of a busy schedule. And the course itself is perfectly suited to appeal to an older persons interests and concerns; plus its FREE....MOST ELDERLY LOVE FREE! (a stereotype thats true). Now the key, once you've convinced these facilities owners to agree to let you teach this FREE hair class in their establishment (I can help you with this part...if needed), is to make sure you mention your name and services often, and within the hour give several creative and unique hair tips you estimate these people haven't heard of before...and could use. Older people's lives are typically much simpler, being that they dont take part in all the activities and busyness we get into with ours. So if they were to leave your "class" with even one great hair tip, it could make their day, their week, their month. And if you've impressed them that much as a "hair expert"...then who do you think they might want to do their hair?
|
#4: "Sign, Sign, Everywhere A Sign..."
I have a couple points to make about using promotional signs outside your "hair establishment". Obviously you should use them in way that corresponds with your business (don't cheapen a high-end salon with a neon sign....WOW!) But depending on the type of Hair Salon you have, these displays can be very effective. However businesses still haven't learned from...well.. "Vegas Baby Vegas!" Having a sign that moves, lights up, or performs some physical action will be much much more likely to catch the eyesight of ALL pasersby. Any unusual movement in someones peripheral vision will catch their attention...it's instinctive to look. There are no "off switches" for these sensors in someones eyes; so whether they're walking, running, or driving by, people are ALWAYS vulnerable for your business to catch their attention with some salon sign movement. And when deciding upon what type of outdoor sign to use, remember that the most reliable advertising for any business is word of mouth, even if it doesn't involve the services you provide. So using a unique, interesting, humorous, and even controversial sign (be careful...you can surprise and impress without offending) will get people in the area talking about you and your business. Use local artists to create something that corresponds with your salon and is completely original to the area (a sign that moves with the wind, or changes color based on changing sunlight, streetlight, or car headlights). Try using a sign that you can change and update over time, so that you keep those in the area talking about you long-term (that can be adjusted for different holidays, weather/seasons, promotional events, etc. etc.). There are many things to consider when using this type of "sign strategy" related to your area and customer base, but don't overlook the potential that a unique and creative outdoor sign/display can give your salon, in helping you stand out within the community and amongst other competitors.
|
#5: DO YOU SMELL THAT???
Here is a very specific marketing strategy perfectly befitting stylists and salons that give gifts to their clients. Gift giving is more common among stylists and clients for obvious reasons. So why not (in a subtle way), advertise your salon, while also giving your client a nice gift. Win Win Right? Give your client a gift they can use in their homes bathroom (WHAT???), while at the same time advertising your salon to potential new clients...a gift of "potpourri" (you could also use candles or scented oils). Ok, your thinking "he's lost it" POTPOURRI IN BATHROOMS???...well, keep reading. Give your client two potpourri display dishes with either your brand, business name, or actual name and occupation boldly displayed on each (you can buy some inexpensive software and print labels for these at home, or spend more money and have them engraved or labeled professionally.) Potpourri, like candles and scented oils, has a fitting role in your clients homes bathrooms, and also fits as a gift coming from the luxurious atmosphere of any high-end hair salon (obviously gift giving doesn't have to be related to hair). And by giving them 2 dishes, your making sure they dont simply enjoy your gift, and be reminded of your business daily while using their master bath (if its on their mind that often then inevitably YOUR BUSINESS WILL BE SHARED WITH OTHERS AROUND THEM); but your name, brand, and/or business should be seen by all who use their... guest bathroom. Unlike the rest of the house, guests are typically alone when using these facilities, they have both the time, and the tendency, to check more things out visually (or even open a drawer or to...don't do that! lol). And being that this is such a unique gift that stands out, your salon should remain in their minds and hopefully be a topic of conversation when guests come out of the bathroom. And really, could there be a more reliable advertisement for your business, than your client's selling your services... IN THEIR OWN HOME!
|
#6: HELLO LADIES!!!
Targeting women's groups, when advertising a beauty/hair salon is a smart business decision. These ladies typically share alot, and usually promote and advertise the services, activities, places, and people involved in their lives...INCLUDING THEIR HAIRDRESSER. And women in a group setting will be much more likely to consider "taking part" in aspects of the services, and/or activities, their group friends recommend...being that they joined a group (seemingly wanting this kind of "interaction" with other women.) However, getting those women to leave long-standing relationships with their hairdresser is something thats obviously difficult. This is where the group can be helpful. A close group can call themselves a family, but they are still peers no matter how close. And with any decent sized group of women or men, there is going to be some competition or sizing up. Members will regularly question each other on the changes and things they see when greeting other members (especially women). Questions such as: WOW! LOVE YOUR NEW HAIRSTYLE, WHERE'D YOU GET IT? There are several things you need to keep in mind when targeting these potential new clients: (1) the size and type of womens group in the area (larger groups obviously give you a better chance for more business), (2) they need to be regularly active which gives you a better chance of members spreading the word about your salon on a regular basis, (3) and the easiest and fastest way to get in touch with several group members is to use social networking sites like FACEBOOK, MYSPACE, TWITTER, ETC.. When using these "social sites" avoid marketing to all group members as you may get thrown off the site. Instead focus on developing a friendship. And before impressing upon them your salon, impress them with you, your personality, and the entertainment value of the page you've developed on the site using humor, interesting pictures, videos, stories, quotes, news, etc., etc.. (also avoid contacting group leaders, as this has become a common strategy with advertisers, and has lead to them avoiding or deleting unknown messages in their profiles...plus approaching just any member is much easier.) The goal of your initial interaction with group members is simply to keep them opening and responding to your messages, which will lead them back time and again to your profile page. And if you don't oversell your business, but befriend them instead, then they will eventually consider your business on their own. And though you may develop just superficial online friendships (or hopefully actual new friends), you now have great chance of befriending their group. As I stated earlier remember GROUP = SHARING!!! So if you were to gain business from a couple good size groups becoming clients, then you may not have to SHARE your business too much anymore to achieve the salon success you desire.
|
|
|
#7: PARK HERE!!!
Parking availability is too often overlooked but is incredibly important to how clients think and feel about your salon. You need your clients to think of your "hair business" in a positive light ALL THE TIME. And being regularly annoyed by parking can easily overtake whatever positive feelings they have toward their stylist and your business. At the same time parking can be very expensive to provide, and at times grueling if you have to deal with local municipalities and regulations. Here is something to consider when trying to keep costs down in providing customer parking.
Depending on your location, shared parking is highly cost-effective for many businesses. It's cheaper for you to share the purchase or lease of needed parking spaces, and also helps with your business costs involved in liability and maintenance issues. However business owners shouldn't overlook the importance in choosing the right corresponding business/businesses to share parking with. It's important that whatever business "parking partners" you have, will not have the same high-traffic business at the same time of day. For example: churches usually only need large number of spaces on Sunday (perfect for your salon being that your probably closed), nightclubs and bars typically have high-traffic in the evening to late at night (around typical salon closing hours), restaurants usually have customers between 11 and 2 and after 5pm (could be acceptable hours depending on the restaurants popularity and the high traffic times at your salon), etc.. Also, one more thing to keep in mind: no matter how many spaces you have available, it becomes a "muted" benefit for your business if your clients have to walk a long distance (the preffered maximum parking distance to any business is usually kept between 400 and 800 feet.) So overall, even if you feel your salons parking is acceptable, find out the true feelings of your clients with stylists bringing it up in casual conversation. Because the simple parking access to your salon, could be THAT ONE difference between client's commiting to your salon...or considering another competitor.
|
#8: "It's Raining Men....Hallelujah"!!!
More and more men are seeing the benefits of having their hair done by stylists at hair salons, as opposed to using barbershops and barbers. And though it can be hard to combat the appeal of both the low prices and social/community aspects of barbershops for men; many will still want their hair to look its best at any cost, so hair salons will always have a huge male client base waiting to be tapped into.
Advertisers will tell you that marketing anything toward men is much easier, being that overall they dont put as much thought into what's being advertised to them...yes ladies you have more "depth" of intelligence than us dumb guys (just look at 90% of Super Bowl commercials using sex appeal, humor, or any simple, straightforward, memorable ad largely targeted at men's minds). A marketing strategy that hair salons/stylists might not consider because of thoughts that it may cheapen the high-end and luxurious appeal of their salon, but if done right, can work extremely well in advertising your business to MEN; is to use creative/catchy flyers ads that correspond with the look, feel, and costs of your salon/stylist business, posted on car windows at very specific parking locations. Yes, we all agree that seeing some "crappy" ad on our car window is an annoyance, but there are several ways to use these ads, and alleviate that initial irritation people may have...leaving them with a vivid memory of your hair salon (the cost of a moments irritation is worth the reward in spreading word about your salon). Focus attention on events/get-togethers where large groups of men typically gather such as: sporting events, car/bike/boat/gun shows, concerts, outdoor recreation events, and even what I call "beer related events" (Yes, BEER = MEN) like St. Patricks Day Parades or Oktoberfest (huge in my city), etc., etc.. Your first and most important step before considering what businesses/lot owners to approach, is to take time brainstorming about a creative, humorous, and catchy flyer ad that both advertises your salon/stylist business, and corresponds with the event taking place that day, otherwise these men are much more likely to "trash" whatever ad is placed on their car (if the ad relates to the "event" then there's a much greater chance it will be looked at.) Be creative and "over-the-top" with humor (it only has to slightly make sense): something as simple as a football with hair coming out of it related to the football game, a man with green hair related to St. Patricks Day, a car with a mans hair coming out of the sunroof related to an auto show, etc. etc.. High-end salons/stylists need to spend more producing ads that correspond with their luxury appeal (high-gloss, 3 dimensional, etc.) or your risking lowering people's opinion of your salon. And I can't say enough, that if these ads aren't related to the event then there's a much much greater chance it will be discarded (just think - these men have just left the event, their minds still focused on it, why wouldn't they look at a flyer related to it?) The next step is to consider which parking lots/garages to approach. Avoid public or city owned parking areas, thus avoiding local regulations and much higher costs, and instead look at privately owned parking garages/lots (approaching local businesses with parking can be tricky, but also very beneficial for your Hair Salon...and something I will be discussing in detail in a future newsletter.) You should approach these lots/garages a couple weeks in advance of "events" (using phone #'s given at most lot locations, and/or speaking to those on shift managing the spaces) and offer to pay them a small fee if you're allowed to post car ads on the day/days of the upcoming event. Keep the fee you offer them small (maybe $50), and though you can negotiate, remember these lot owners could otherwise not be receiving anything, so they'll be easier to convince in accepting any payment your offering. Overall there are a few things to consider when applying this marketing technique, but if done right could SIGNIFICANTLY pay off in bringing in new business, and BUILDING A LARGER MALE CLIENT BASE FOR ANY HAIR BUSINESS (from the largest and most luxurious salon, to the smaller hair stylist.)
|
|
|
#9: You Never Get A Second Chance To Make A... Second Impression!
Good first impressions are essential for a stylist handling a new client. But don't overlook that second visit when you can start convincing them to stay with you long-term. Many clients are just interested in the quality of your "hair work", but many also want to engage with you personally. And though I would hope that all stylists would want to become friendly and sociable with all their clients...thats not a reality. So go into their first appointment with a very simple strategy that involves focusing on 4 things. While you're getting to know your clients, and making sure you retain some of what they say for their (cross your fingers) ...next visit, pay close attention to names, ages, occupations/schooling, and hobbies of the people they share with you who are in their lives (children should be a focal point). This sounds like alot to remember, but that's not the point. Just by keeping these 4 things in the front of your mind, while their appointment goes on, will inevitably lead to you remembering at least a few important "bits of info" about your new client. If memory is an issue, then subtly tell your clients you need to check on something...and quickly go write down notes on what you've heard and learned. Upon their second visit discuss with clients what you learned previously, and ask questions without being too overbearing. If you can give new clients the impression that your interested in them as an individual, by seemingly being interested in the most important people in their lives, than you'll not only build their trust in letting you do whats best for their hair, but even if they are dissappointed with how their hair turns out, they may avoid leaving you for another salon initially because of not wanting to desert someone who's taken an interest in them (this is how many clients begin an emotional attachment to their stylists...WHAT EVERY SALON DREAMS OF!). Doing great hair can keep customers coming back, but doing great hair alongside being great company (How is your son Sean doing playing football?)...WILL KEEP THEM COMING BACK!!!
|
#10: WEAR AND SHARE!!!
Hair salon's advertise their establishment, but don't necessarily go out of their way to showcase individual stylists. And stylists are limited to the money they can spend when marketing. So, here's a simple, and inexpensive, way for your stylists to bring in just enough of a small client base to provide them with that necessary income. To start, hire a few attractive, noticeable individuals, who stand out in a crowd (i.e.-tall, beautiful...but unique looking). Save money and post free ads on college campuses, popular gathering spots (coffee shops, some religious institutions, trendy restaurants/bars/cafe's), in local pay or free newspapers, etc.; and offer to pay this individual for one days work as an event display model. Offer them "a free beautiful hair cut/style, and a couple hundred dollars", just to showcase your talent, and get noticed (for several hours), at a very high-profile, populated, public event (i.e.- festivals, conventions, parades, concerts, fairs, holiday events, etc). And, as they are showing off your "hair skills", have them wear a clothing top (shirt, sweatshirt, etc.) with a unique and memorable display of your name, and how to get in touch. The key is having incredibly impressive hair, having a memorable business name, slogan, and/or phone number that's easy to view, and having these "models" wear clothing that people won't forget seeing (try using eye catching colors, patterns, and even humorous or controversial symbols and designs...be bold, make people look at your model). If you included something such as an email or website address, make it easily memorable by using an interesting name people won't forget, related to your profession (ex.- tipnclip .com, cindysheers@, etc.), YOU JUST NEED THEM TO REMEMBER YOU! This whole "Hair Event Promotion" is a low cost and profitable marketing strategy that works well because most people are drawn to looking at, and even try to emulate, attractive people (their hair, their style, etc.). So if they notice, and are impressed with your hired models hair, then there's a good chance they will notice the clothing, put it all together...and remember your hair business. And depending on the size of the event, and type of hair and model you choose, your businesses info could be seen by hundreds, thousands, or even tens of thousands within a few hours. Think of that!!! If done right, this simple and relatively inexpensive showcase could generate enough business for an individual stylist...and possibly even a salon.
|
|
|
Editor's Note
I read a site saying Im supposed to end this with a "KICK". Hmmm!!! I've hopefully been kicking your thoughts around already... stirring up some excitement and interest thinking about the income boosting potential "The Humpday HairNet" could give you over the course of 6 months (250+ tips in 6 months...WOW!!!). SUBSCRIBE TODAY AND LET'S WASTE NO TIME MAKING THE MOST OF YOUR BUSINESS, YOUR INCOME, AND YOUR FUTURE !!!
Steve Edward Dresel
The Humpday HairNet Newsletter
|
Privacy Policy
Steve Edward Dresel and U.N.I. Consulting respects and supports your right to personal privacy. I do not collect any personal information beyond maintaining a list of email addresses so I can remain in touch with my subscribers and business associates electronically. I do not use "cookies" and do not provide any information about my clients to third parties.
I WILL NOT rent or trade your email address to anyone ... NOT EVER.
I will maintain your confidentiality to the fullest extent of the law. I honor your confidence and do not discuss your private sessions with others.
|
|
|
|
|
|
|
|
|
