ST: What ’s the next frontier?
Demonstrating the power of using a QR code with a stylist video to reach clients through their smartphone. PM: Well, the last few years have been about social media, but the next few years will be about creating games and I’m really passionate about that right now. For example, you can tell clients to go on your salon’s Facebook page for the song of the day, and the first person who identifies the song wins a free shampoo. My other favorite thing on Facebook is events. For example you can advertise a free blow dry boot camp next Thursday night after hours. In the past if you’d run an ad for that and no one showed up, you’d be out $500 bucks. Now if no one signs up, just post “Sold Out,” and try something else. When people see “Sold Out,” they start paying attention. I love that you can try different baits. I put up so many videos on my YouTube channel. Some I think will be great and nobody watches them, and others I can’t believe all these people have watched them. Don’t worry about being right, just try different things and see what works.
ST: How do you think the iPad is shaping the client consultation?
PM: One of my closest friends is Rodney Cutler and he once said to me, “If you’re showing somebody a picture they’ve already seen, you’re telling them something they already know.” Classically in the salon we’d refer to pictures in celebrity-type publications, such as In Style, People or Us, and most of the time our guests have already seen that image while waiting in line at the supermarket. I love the fact that with a tablet, we can pull up a picture on Google from an award show last night that isn’t even in one of those publications and reference it when we’re talking about a celebrity’s style. I also love that stylists can take a picture of their guests and bring them into a program— I like Adobe Ideas but there’s also a free program like Doodle Buddy—and you can draw right on the picture. You can show them your ideas for bringing up the length of the hair or adding in some extra highlights. As hairdressers, we know that most of the time when a guest tells you they like somebody’s hair, if you put your thumb over the picture what they really like is their face. At least with one of these programs, what you’re really talking about is them.
ST: How do you suggest salons use QR codes?