One of the most often overlooked promotional opportunities is the press release. They can be mildly intimidating to those who haven’t written them in the past, or for those who don’t have anexisting relationship with someone in the media. Once you break through the intimidation factor, press releases are one of the most important and most often overlooked tools at your disposal.
Local media is your friend, and they’re always looking for positive stories, so be sure to capitalize on this.
Move over shears, blowdryers and color brushes! Technology is arming stylists and owners with a whole array of tools—from Apple watches to selfie stations to management apps to build a stronger salon business.
For Salon Today's technology focus this July, we identified a number of owners who are leverageing these latest technological developments to better manage their team, increase client loyalty, attract new clients and build sales.
Click on the below links to read each individual story:
Technology can come in the form of better management tools for salon owners, more efficient means of communicating with a client or the newest social platform for sharing what’s new. This month we ask industry leaders to tell us: “What is the latest technology tool you think will empower salons and why?”
Look up “busy” in the dictionary, and you just may see Eric Fisher’s picture. Between managing his three eponymous salons and a cosmetology school in Wichita, Kansas, traveling the country as a platform artist with Aquage, and coaching salon owners on best customer-service practices, Fisher is a man on the go.
Eric Fisher Salons take pride in delivering a consistent experience for each guest, during each visit. Their marketing strategy is simple: “Appreciate the guests you have and find ways to make their visit even better the next time around.”
With two locations and 50 employees, one of Karie Bennett’s biggest challenges is communicating announcements to her staff.
The owner of Atelier Salon and Studio in San Jose, California, regularly needs to let her staff know about new marketing initiatives, new hires, promotions, policy changes, etc. The salon is open seven days a week, from 8am-9pm on weekdays and 8am-6pm on weekends, with flexible schedules for the staff, featuring double shifts and chair shares—so daily huddles are not an option.
Terry McKee is a self-professed techie. A few months before the Apple Watch debuted, McKee, who with James Amato owns Nuovo Salon Group in the Sarasota, Florida, region, gave himself a lecture. “I said, ‘Terry, you’re going to put your instant gratification syndrome on the back burner and be a fast follower on the watch trend instead of an early adopter,’—but I found myself wide awake first thing on the day you could first place an order, and had purchased the Watch by 3:14 a.m.”
A few years ago, Lavish Salon owner Kristi Brehm took radical action when she eliminated her front desk entirely. The Webster, Texas-based owner found herself frustrated with the lack of interaction between her clients and front desk staff, but didn’t know how to motivate the staff to get out from behind the desk.
After a lot of debate and discussion with her manager, Brehm knew what she had to do—start over. “I wanted more interaction and more intimacy,” she says. “Clients want to see what’s going on.”
In the July 2015, Salon Today is taking a close look at how some of the latest technologies--Apple Watches, selfie stations, and deskless reception areas--are shaping salon business and the client experience. To be prepared for the future though, salon owners should also have their finger on the pulse of developing technologies assessing how they may shape the future.
Bii Natural Salon in West Dundee, Illinois, ensures their business remains a top-ranked online search result by incorporating an SEO marketing plan into their content strategy. Bii’s beauty blog, updated bi-weekly at a minimum, uses Google Ad Words and Google analytics to review trends and determine what topics to cover, ensuring the salon is regularly the number one returned result when one completes a Google search for beauty services in the area.