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SEARCHAs my plane wound its way west from Cosmoprof, the flight attendants came up the aisle offering beverages. In preparation, I lowered my tray table, only to find it entirely covered in a bright purple image that turned out to be an advertisement ...
As my plane wound its way west from Cosmoprof, the flight attendants came up the aisle offering beverages. In preparation, I lowered my tray table, only to find it entirely covered in a bright purple image that turned out to be an advertisement for granola nut clusters. I admit I was hungry, and my first thought was of excitement that we’d be getting a snack of some kind, but I soon learned my Diet Coke wouldn’t even have a measly peanut or pretzel accompaniment.
As my stomach grumbled, I sat there studying the ad, discovering I could text a six-digit number for a sample of granola goodies. Now, keep in mind, my flight was in mid-air, so texting actually would be in violation of FAA regulation, but it was an option. In the small confines of my row, I grew more uncomfortable as I realized I couldn’t escape the ad—actually, six of them if you counted the whole row of tray tables.
Now, my parents have been publishers of a community newspaper for nearly 40 years, and I followed them into journalism, eventually combining passions for writing and beauty in my own career. It’s a fact that my entire life has been dependent on advertising. I get that, I respect it and, on a daily basis, I even fight for it.
Michael Baker, educational director for Neill Corporation, describes the salon station as a 5’x5’ stage on which a stylist performs in front of the audience—the clients. For those of us who spend our days balancing caretaker roles with professional lives, this stage also becomes a sanctuary. There is a way to market to customers within this personal space, without being too intrusive. In fact, PBA's Business of Beauty study revealed that not only do 88 percent of clients not mind being educated about retail products, they expect it as part of the experience. If done well, marketing is not only educational, it’s helpful and appreciated by the audience.
On the second morning of Cosmoprof Symposium, a panel of eight industry experts delved deeper into the eight steps of retailing that came out of the study. While discussing how to offer strategic solutions, Regis’ Norma Knudsen described bookstores that feature displays of reading recommendations from their employees. She suggested that stylists, in a similar fashion, could select a personal product pick, and feature it on their station with some simple signage saying, “Ask me why this is my favorite product.”
Bonnie Conte, owner of Avalon Salon and Day Spa in Deer Park, Illinois, also was on the panel and added that she turns the personal product pick into an impromptu activity at staff meetings. She gives the staff about 90 seconds to run to the shelves and pick out their current favorite product. She then asks the stylists to come back to the group and describe the product as if describing it to a client—a little roleplaying that reinforces product features and benefits. Conte then encourages her staff members to place their pick at their stations—if they can sell six of their favorite pick during the day, they get to take home the bottle displayed at their stations at the end of the day. It's an easy, fun and clever approach to retail that delivers results without being intrusive.
Speaking of personal product picks, have you voted yet for MODERN SALON’s Professional Picks? Be part of the process in determining the hottest products of the year. Vote by visiting modernsalon.com/vote.
All beauty professionals should know how to identify when a client may need some health guidance. Tracy Rado discusses some common questions that clients ask in the chair, how to advise them, and when to refer them to a specialist.
In his latest blog, Leon Alexander Ph.D., challenges industry conventional thinking to help owners add more to their bottom lines.
In her latest blog, Amy Pal helps you develop your own clear guidelines around complimentary free employee services.
From managing air traffic on busy days to handling frustrated guests' complaints, your front desk team often serves as the salon's emotional shock absorber. From a customer service lesson from the DMV to a list of strategies for caring for your front line, our experts offer ideas for alleviating stress, celebrating wins, and setting goals.
According to the KIM Report, top-line salon revenue appears steady or slightly up, but that growth is driven primarily by service price increases. Beneath the surface, retail performance and client visit frequency (appointment drift) are under real pressure. In his latest blog, Alain Audet offers strategies for keeping your salon's retail sales strong.
Putting your family to work in the salon offers some real tax benefits, but you have you have to play by the rules of the tax code to claim them. Azarvand Tax Law's Leticia Skrabut, Esq., shows you how.
Discover how to create a true “WOW experience” for every client by first building a culture where your team feels engaged, empowered, and inspired. Drawing on Calvin Stovall’s Iconic Framework, this blog explores how salon, spa, and clinic leaders can strengthen culture, elevate customer experience, and build a business that stands out for the long term.
Sponsored by Phorest Salon Software
The wellness industry is growing fast, and salons and barbershops already are an important part of it. In her first blog, Tracy Rado shares where the wellness dollars are heading, and how salons can grow with this movement.
While salon sales are increasing, owners often feel they're working harder for the same or less profit. Leverage Q2 data from The KIM Report, Alain Audet reveals some of the structural changes that are dampening your growth and why your region and your salon size matters.
Weaknesses in your business are amplified during the Holiday Season. Spark Pro Global's Lucy Randall shows you five things to do now to have the strongest holiday season yet.
In Kati Whitledge's latest blog, she shares how salons have moved away from dress codes and embraced appearance standards. But by removing strict dress codes, some businesses may have unintentionally lowered their appearance standards. Whitledge helps you explain to your team why an appearance standard is important and how to smoothly implement a new appearance policy.
The Small Business Health Care Tax Credit is a non-refundable tax credit for for-profit businesses that provides a financial incentive for eligible employers who offer health insurance coverage to their employees. Leticia Skrabut, Esq., walks you through how to claim that credit.
Developing strong work habits early in one's career supports long-term success in the salon industry. Jesse Linares offers new stylists his top five tips.
Most salon owners have no idea what these numbers are. You can hit record sales and still have a profit problem. The difference comes down to four numbers almost nobody was taught to track.
Sponsored by Strata Salon Systems™
A five-area audit every owner-dependent salon needs to run. You built something that looks successful. Now find out if it can survive without you.
Sponsored by Strata Salon Systems™
Every month you put off fixing the problem, it gets bigger, more expensive, and harder to solve.
Sponsored by Strata Salon Systems™
At Janet St. Paul Studio for Hair and Beauty, Director of Operations Natasha McMillen helps bring her wife Janet St. Paul's vision to life, elevating every system from education to operations.
