What's the real problem? 

Most salon owners who design their own business and marketing strategies often ignore..."The 800 Pound Gorilla" in the room, and instead use tactics as quick fix solutions to keep things running. These kinds of mistakes can take on many forms, and waste valueable resources (money). Salon owners need to be better positioned to do what they do best which is style professionally. Owner stylist are artist and should not be burdened with the day-in and day-out of having to run every aspect of the business. When a business has a professional strategy for both the business and marketing pieces the salon can virtually run itself, so to speak. The owner will always have to monitor the business and marketing in-puts and out-puts, but when it is done correctly it requires less daily attention so the owner can focus on the true value of the business, the customer. Without customers there is no business.

As the saying goes: No customers, no business,

But if you know your customers, you know your business.

Often business and marketing "challenges" present themselves as small to medium size problem or issue that owners must overcome to continue normal operations. In reality they are usually the symptoms of bigger problems interfering with the salon's ability to achieve a competitive advantage in the marketplace. My strategic thinking and customer relationship management approach to business and marketing solutions brings your salon's experiences, competencies, skills, and customers into play to turn challenges into opportunities. My goal, as your consultant, is centrally focused on creating value for your salon and your customers. 

Rethinking Market Launches

Traditional marketing focuses on the big Ta Da!        A single marketing Firecracker into the marketplace. You plan big events, create loads of new sales tools and collateral material, set-up displays, pay for and place those all important ads. All the while keeping everything in hush, hush secrecy ‘til you near the big day. Then the Firecracker explodes; you drop your press release, you work the local newpaper, then you sit back exhausted and smile, and say, We did it!  And a week later you go back to business as usual.

Then instead of a big explosion of new customers and product purchases, you get a dud. Revenues are growing slower than you expected, if at all, the staff cries for qualified sales training, and the excitement of the marketing launch day fades to a distant memory with no lasting effect. And then you go do it again next month or next year and expect different results.

As your consultant, I give you the opportunity to change the way you create and execute you market launches. I can be the catalyst that powers your salons transformation to greater marketing and profitable success.

The marketing Firecracker gives way to Fireworks spectacular!
Marketing launches are not about one big bang event, or day or week. That approach doesn’t work, not if you want long lasting attention and credibility. Successful marketing launches lay the foundations for market success before the announcement ever happens. Great marketing launches build momentum over time to propel a salon's services and products into the marketplace, far above the noise of competitors and with sustainable credibility.

I believe that Fireworks are much more effective than a single Firecracker POP!. With your new marketing I bring the Fireworks to keep the launch in the Ooo! Aww! phase, with your customers wantingmore,and helping move your salon toward success.

That’s what Fireworks are all about. And in the end you get to move forward with sustainable and stable footfalls rather than continuing to misstep.

Your success is the marketing message because its backed by evidence. How’s that for taking a positive look at marketing freshness? Until you can announce that success, together we soften the market, share your vision, gather supporters, tune your story. What a powerful way to enter the market with success as your evidence!

Once you get the Fireworks exploding my bet is you’ll never go back to your traditional Firecracker markeing launches again. You and your clients will be more successful for it.

Continue reading at the top right of this page to find out more on how marketing Fireworks can help your salon in the current economy.

Setting off Fireworks 

Today’s marketplace is perfect for the Fireworks approach. Why? Because everything about the marketplace economy has changed, from the way your customers gather information; what drives their buying behaviors, to the way they select their service and product providers. A big Ta-Da! doesn’t create enough momentum to power a marketing launch in today’s social media driven world. And why is that?

• Salons have to stand out above the noise.
  One loud bang won’t do it. Neither will loud, chest thumping messaging. It takes repetitive, longer-term communication of factual real-world evidence to stand out.
• You need to let your customers speak for you.
  Thanks to social media, you can let your customers, vendors, friends, and fans help you soften your marketplace, and set you up for success before you even begin the new market launch. When you do announce, they’ll share their real-world experiences bringing your value to life in the most powerful way possible.
• Credibility is the holy grail. Very few people believe marketing claims anymore. Years of chest thumping and false promotions blow credibility out the window. Evidence from 3rd parties, quantitative data, and hands-on experience is the best way to gain credibility today. That means you need to create and gather that evidence, based on success, before you ever announce how much better you are than the competition.

Mix it up with technology

You can create salon fan profile pages on both MySpace and Facebook, sites popular with the young professionals who are beauty conscious. In addition, you can use Twitter to connect with others at industry events and other professional gatherings.

Why is what I'm doing not working?

What’s Wrong With My Marketing & How Can I Fix It?!

Sales are slow and you can’t wait this out, not this time.  Welcome to 2010 and “this economy.”  So, what IS wrong and how CAN you fix it?

Answer: Ask the right people, the right questions.

The right people: your customers.  The right questions: see below. . . There are three ways I can help you understand what’s wrong and how to fix it: 

1. $Free You ask 3-5 customers the questions I listed below, and you’re on your way.

2. Hire me.  You ask 3-5 customers the questions I listed below, We have a 30 minute phone session to brainstorm what to do, and you’re on your way.

3. Hire me.  I ask 10-20 customers the questions, I analyze the results, we have a telephone session to brainstorm my ideas, I complete an analysis of the results and submit recommendations, and you’re on your way.

Note: See services/fees page for options on # 2 and 3.

The right questions to ask your customers:

1. What’s going on in your world right now? What are your main beauty service and product concerns?

2. How does that affect the purchase of what we sell you?

3. How can we help you in easing your current situation?

4. What would it take for you to start buying what we sell? Are you currently buying from another salon or retailor? Is your purchase decision based on price, product, place (location), or promotion (advertising, coupons, sales)?

5. If you were going to look for other salon services and products, like ours, what would you do; where and how would you find them?

6. If you were managing the marketing for a salon like mine, how would you get the word out to more people like yourself?

Asking these questions will start a conversation.  But by themselves, you likely won’t get what you need.  You’ll get “the good stuff,” the answers to your real questions (What’s wrong and how can I fix it?) by listening and asking follow up questions (What do you mean by that?  Can you give me an example?).  For example, you receive this answer to the third question, “A salon like yours can help me best right now by helping me save money.”  That’s fine, but it doesn’t really tell you much.  So, you ask, “Can you give me an example of how we might do that, or how another business has helped you save money?” Ok, now you have a starting point, and now is the time to get going, do something with the information.

Did you like what I showed you here?  I have several service and product options for you to pick from, pick the best one for your situation and get started making a positive change in your salon. 

Not sure? Read more About me and What I do. Not getting the information you need? Try the free KickStarter® consultation, 10 minutes that can get you back on track.

Website issues: Please go to the survey page and complete the feedback section so I can fix any issues you may have experienced while viewing the site pages. 

Not sure if I am the right person for your situation, then I recommend checking competitor websites and do some more research. But do something, you can’t cut costs, grow your salon, and make more money by continuing as usual or just waiting the recession out. Good luck with your search, and I wish you success.

Kevin 

Have a few questions?  Email me

Need More Information?

Call today (949) 903-4805

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