Beauty Salon Website Template: Inner Circle Member of the Week – Sean & Yvette Hayes of Access to Beauty

Yvette Hayes of Access to Beauty in Coogee, NSW - husband Sean threw in his job as a carpenter, became a full time salon marketer, and it shows in their salon's sudden surge in results

Yvette Hayes of Access to Beauty in Coogee, NSW – husband Sean threw in his job as a carpenter, became a full time salon marketer, and it shows in their salon’s sudden surge in results

Beauty Salon Website Template: Inner Circle Member of the Week – Sean & Yvette Hayes of Access to Beauty

The Carpenter who turned into a Salon Marketer

It’s always amusing when people say ‘you’re not a hairdresser/beauty therapist/nail technician, how would you know anything about marketing a salon?’. Try telling that to Sean Hayes.

Sean was swinging a hammer for a living when he and wife Yvette, owner of Access to Beauty in Sydney,  attended a Road to Riches salon marketing seminar just over a year ago.

As Sean writes this week, they were going broke… so he threw in his job as a carpenter, turned himself into a salon marketer, and the results were stunning, judging by these figures…

“This is the first time I’ve written to you and I just wanted to say a big ‘thank you’ to all your team at Worldwide for the marketing tools and ongoing education you supply, its great to be in the Inner Circle.

We have had our salon since November 2003 and it has been a struggle, I won’t lie. We signed up for the Inner Circle program in Sydney, August ’08 because we needed to do something dramatic or we would just have to sell the business as we were going backwards.

At the time I was working as a carpenter and Yvette was working evenings and Saturdays in the salon.  We have two beautiful sons age 1 and 3, hence the reason for Yvette’s short hours but as much as we tried to implement as many of the ideas, we never really had the time to do it justice, but the few campaigns that we did (from the Toolkit) went very well so we were confident the marketing worked.

The tax man was calling and things were looking pretty grim, around June of this year things came to a head, my work was drying up due to the recession and our salon coordinator told us she was leaving, but every cloud has a silver lining as they say.

We decided to take a massive gamble and I stopped work and Yvette went back into the salon full time, (I know, you say the owner should get off the tools but Yvette loves what she does). This allowed me to fully immerse myself in the Toolkit and the marketing on the days our boys are in day care, and Yvette to take over the reins in the salon. I now understand that we are in the marketing business not just the beauty therapy business!

We are now beginning to reap the rewards of the direct response marketing and all the other strategies that we have in place, Queen of Referrals, ‘Raise the Dead’ campaign to get old clients back, A-Frame marketing, Email marketing to name but a few.

I just wanted to give you some figures I’ve just been looking at over the last quarter which I’m very happy about.

(What recession??)

2008 2009
July $19,261 $32,379
August 21,754 30,417
September 23,815 39,873
TOTAL 64,830 102,669

And now to top it off and take a few more steps forward we are just in the final proofing stages of our new price list which obviously has had an average 10% price increase across the board, so the next quarter will be even more impressive.

I’m now in a fantastic position that I get to spend heaps more time with our kids, finally we can see the light at the end of the tunnel and are very confident with the tools and education we have that the next year will be our best when we fully implement

All the marketing on a consistent basis so once again THANK YOU.

Sean.

Here’s where Sean and Yvette’s salon is located:
View Larger Map

Just goes to show what ACTION can achieve. Congratulations to you both for making a DECISION, and acting on it.

 

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About The Author

Greg Milner

Greg Milner, CEO & Founder, Worldwide Salon Marketing. Greg is a writer, marketing consultant, direct response advertising expert and former TV producer. Since founding WSM in 2004, he's coached and guided more than 4,000 salons & spas all over the world in all aspects of marketing, both online and offline. The tools and templates he and his team have developed are used by salons & spas on every continent. He is the author of the industry-standard direct response marketing manual, Simple Salon Marketing, and the e-book Rich Salon Owner.