by Greg Milner | Nov 19, 2009 | Marketing Superstars
Hair Salon Template Superstar of the Week – Ann Marie Ryan of Hair Fx, Tipperary, Ireland
Superstar of the Week – Ann Marie Ryan of Hair Fx, Tipperary, Ireland
It’s amusing when we get questions from salon owners like ‘will this work in Boisie, Idaho/Dorset, UK/Invercargill, NZ?’
Huh? Well, I guess if people in those places don’t buy things/eat/wash their hair/live in houses/drive cars….maybe marketing a salon business ‘my’ way’ wouldn’t work. I know nothing about Tipperary, Ireland, but presumably it is populated by people who respond to my kind of salon & spa marketing. At least, that’s what Ann Marie Ryan has discovered:
“Hi Greg,
This is Ann Marie Ryan in Tipperary Town,I joined the Inner Circle program and got the kit from you in July, prior to getting the kit I had been sending a new client letter, but only one, I never followed it up with any more.
And, like hundreds of other IC members around the world, Ann Marie’s response from her
direct mail has improved dramatically.
Here’s what’s instructive: never, ever waste your money on one-shot mail. It doesn’t even nick ’em on the way by. If you want impact and response, you must have repetition. And if you ‘can’t be bothered’ with multi-step mailing, you deserve your lack of success.
Sporadically I had sent letters to clients that had not been in the salon for some months, but I was never very confident about doing this. Since September I have got a bit braver in my marketing through your constant contact via email & the website.
I started a newsletter, November was my 3rd issue. I am getting a great response to this.
(Note for Members: there are several templates for simple single-sheet, double-sided newsletters in the Members Only ‘sealed section’ – just navigate to “Marketing to Existing Clients” and you’ll find them in there.)
For Christmas I am running with (a campaign I found in the Members Only ‘sealed section’) I did in May for Mothers Day, but didn’t know then how to promote it properly at that time.
My sales for September & October have seen an increase of 20% on the same months last year. November so far is 11% up on last year but we have also had different people on holidays totaling 3 weeks plus 2 members of staff out sick over the course of the last 4 weeks. One girl is on crutches & the other hurt her back, ‘I used to think hairdressing was a safe profession’.
I now have the guts to go ahead with the ideas and templates you guys are constantly sending my way. Here’s to a great Christmas for all:-)
‘Go n’eiri an bothar leat’ (may the road rise with you)
Ann Marie
Hearty congratulations to Ann Marie. Until the Global Financial Crisis, Ireland was one of the ‘tiger’ economies of Europe, and then sank into one of the worst recessions anywhere in the world. But, like other Members, Ann Marie discovered that with the right marketing tools, salons and spas can create their own economies, virtually independent of the wider economy. Best wishes to all our Members in the UK and Ireland.
by Greg Milner | Nov 17, 2009 | Marketing Superstars
“…booked out till March 2010!”
IC member Joanne Hamley – booked out till March 2010 with many clients booked through to June.
Hair Salon Template Inner Circle Member of the Week: Joanne Hamley of Hair and Beauty 4U, NSW
Inner Circle member of 12 months Joanne Hamley of Hair & Beauty 4U in Loftus (southern Sydney) is jumping out of her skin.
(And it’s only partly because of the brand new car sitting in her driveway)
Joanne is one of those rare people who asks ‘how can this work for me’ rather than the majority who look for reasons why something won’t work. Her attitude is ‘it’s easier to seek forgiveness that it is to get permission in the first place.’ And it’s brought immense rewards for her salon business, as she details in this email just received:
“Hi there thanks for all the info. I’ve been really flat out, about to put on another senior stylist. I’m booked out to March next year and have clients booked up to June next year.
I’ve been with you now for 1 year, I know I wouldn’t have done so well if it was not for your on-going help.
Joanne’s new car – thanks to a stunning turnaround in her salon in just 12 months.
Retail sales are unreal – some months we’ve doubled, some months we’ve tripled compared with 12 months ago and average client spend has more than tripled.
I now have my salon as hair and beauty not just hairdressing and I just received my brand new Holden Captiva LX model Car (WHAT RECESSION!!)
I just had another 10% price increase, Also 2 months ago implemented the cancellation fee – NO MORE NO SHOWS!
In the last year of the recession I have had a 35% price increase.
Anyway thanks again Greg.
by Greg Milner | Nov 11, 2009 | Increasing Retail Sales, Marketing Superstars
Hair Salon Web Template Marketing Superstars – Inner Circle Member of the Week Maria Mazis
There must be something in the water in Adelaide. For the second consecutive week our Inner Circle salon superstar comes from the City of Churches in South Australia.
Maria Mazis of Skintelligence, just a few blocks away from last week’s superstar Inner Circle member, Dina Matters of Contours Clinic, has discovered the incredible power of a monthly newsletter to deliver sales and profits.
Maria started sending a hard copy newsletter to her clients soon after joining the Inner Circle program in March and tweaking the easy-to-use newsletter templates she found in the Members Only ‘sealed section’.
Last month, her simple, two-page newsletter brought in no less than $10,000 in extra sales, thanks to a cleverly-designed Mini-Membership program she promoted to her database.
In addition to the $10,000 in Mini-Membership sales generated by the newsletter, Maria also promoted a clever ‘free facial’ campaign to the teenage daughters of her clients – an idea that generated another $400 in product sales; but more importantly these teenage girls are ‘prime’ candidates to become long-term clients. Smart.
I cannot stress enough the importance of a regular newsletter. Most business owners put it in the ‘too hard’ basket, unwilling to commit the resources and time necessary to implement and maintain it – and thus miss out on easy dollars from an eager client base just waiting to be asked to hand over their money.
by Greg Milner | Nov 3, 2009 | Marketing Superstars
Hair Salon Flyer Template For Inner Circle Member of the Week: 33 New Clients from a Single $540 ad
Leah Bobridge of Fresh Hair & Body in Salisbury, South Australia is our Inner Circle Member of the Week thanks to a concentrated salon marketing campaign that’s produced dozens of new clients. Leah only joined the Inner Circle program and received her Toolkit in August 2009, and in two months has increased her small hair & beauty salon’s revenue by “about $1500 a week.”
And she’s taking my advice and acting on it: using multiple marketing channels, not relying on ONE individual ad or flyer template from the Toolkit, doing several simultaneously. She’s doing newspaper advertising to generate new clients, basic geographic marketing using mailbox flyers around the salon, text message marketing to fill chairs and treatment rooms via her existing database – in other words, lots of stuff.
And she’s already getting frustrated. “I wish I had more time just to do marketing,” says Leah, echoing a common sentiment among those in the beauty industry who suddenly discover the thrill of getting results from ‘my’ kind of targetted, copy-intensive direct response marketing, as against the kind of marketing most in the salon industry do, which is basically throwing mud against the wall and hoping.
Example: Leah ran one of the ads out of the Toolkit in the local paper last week, cost $540, contained a great value-ad offer (the ‘LA Glam package’) and drew no fewer than 33 new clients, spending roughly $3,300.
But that’s far from the end of the story – Leah says each client is worth an average of $2,000 in a full year, so do the sums; $2,000 X 33 = $66,000 in potential new business over a full year. From an ad costing $540.
by Greg Milner | Oct 20, 2009 | Marketing Superstars, The Smell of Success
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.
