Did You Know?
ERIC FISHER SALON
OWNED BY: ERIC AND MARY FISHER
At Eric Fisher Salon, management makes it a goal to communicate service and product promotions in five different ways—e-mail, website, social media, signage, handout. The handout is an oversized postcard, which is titled “Did You Know?”, and designed to be given to clients while they are waiting. It lists current promotions on one side and salon recommendations on the other. The ‘We Recommend’ side is used to up-sell incremental salon and spa services.
“In an age where we are constantly bombarded with digital messages, this has proven to be a successful way to share our information with clients with a tangible, organic approach,” says Fisher.
OWNED BY: ALLEN RUIZ AND WILLIAM H. SMITH
As all salons know, mirror cards are a great way to communicate to a captive audience in your stylists’ chairs. Jackson Ruiz took that one step further by making it easy for clients to shop their products while sitting in the chair. The mirror cling features a “Shop Now” call-to-action, along with a QR code that goes to a mobile landing page featuring product gift sets. During their appointment, clients can e-mail their selections to the reception desk, so that team members can have their selections ready and waiting.
“The QR technology is still relatively new, and this innovative salon feature created instant buzz and excitement among our clientele,” says Ruiz.
Kai Signature Pedicure
OWNED BY: GINNY ERAMO
Each season, Interlocks looks for a way to invigorate the senses using the aromas featured in its Seasonal Signature Pedicure. This summer the salon’s senior manager Alita Kaszuba created a display than enticed clients into the world of Kai and encouraged them to try a Kai Signature Pedicure. The display showcased the entire line, spotlighted how the products were used in the service, featured a collage of reviews of the line from well-known magazines to give it credibility, and incorporated the line’s gardenia scent with interactive testers that clients could sample and experience.
Extension VIP Gathering
RALEIGH, NORTH CAROLINA
OWNED BY: BRYAN NUNES
With three certified extensionists on staff, Blo decided to host a VIP gathering of 65 guests who staff felt were A-list candidates for the service. In addition to the target guests, staff were invited to the party to simply enjoy and socialize, and future professionals from local cosmetology students were invited to introduce them to Blo and give them some inspiration. The overall goal of the party was to incentivize deposits for future extension services, empower and stimulate the team and create buzz in the salon.
The entire event was a team collaboration among six staff. The invitations were handmade using an attached hair bond, so guests could see, touch, feel and experience the hair from the get go. Guests were invited to bring the bond to the party so they can attach them to a mannequin at a hands-on station. A live model was “finished” during the event, so guests could see how the extensions are applied and experience the finished look. A short video explained how the hair is obtained, and two stations were set up for complimentary color matching and consultation appointments.
“Empowering and supporting our certified extension specialists and support team to host a hands-on event where our guests, team and beauty school students could interact while experiencing Blo’s commitment to each of them proved to be successful on many levels— including financially,” says Nunes.