Whether they suggest new products, pass on the latest beauty trends or simply weigh in on a personal situation, most stylists routinely dish out advice along with the cuts and color they give their guests. Crescent LoMonaco, owner of Salon Monaco in Carpinteria, California, collected her clients' questions for years, and now she's turning them into a unique marketing opportunity.
Crescent LoMonaco, Salon Monaco
Recently LoMonaco's longtime rep, Gary Colman, salon consultant with Beauty Systems Group West, suggested she read the book, Guerilla Marketing by Jay Conrad Levinson. The book encourages small business owners to rely on time, energy and imagination, rather than big budgets, to accomplish their marketing goals. Reading the book inspired Monaco to develop and pitch a beauty column to local community newspapers.Â