Inner Circle member Leah Bobridge of Fresh Hair & Body in South Australia – copy-intensive Toolkit-style advertising producing an extra $1500 a week in sales.
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.
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.
Info Salon Marketing Superstars – Inner Circle member of the week: Dr Usha Venkataraman
There are good reasons we created the Essential Salon Owner’s Marketing Toolkit™ and the Inner Circle marketing and mentoring program for beauty and hair salons, rather than for lawyers, or…doctors, for example.
Lawyers and doctors – as anybody who’s ever dealt with them will confirm – already know everything. Just ask them. So I was never going to beat my head against a brick wall trying to teach a doctor or a lawyer about marketing.
Dr Usha Venkataraman of Aesthetic Image & Laser Centre in Melbourne – sales more than doubled in two weeks after joining the Inner Circle marketing & mentoring program in June 2009.
But occasionally one of them slips under our guard and finds their way into the Inner Circle program, like Dr Usha Venkataraman and her colleague Soraya Pricop did at a Road to Riches seminar in Melbourne just over a month ago.
Luckily for these two, they weren’t like most doctors. For years their combined medical/cosmetic clinic had struggled, despite them ‘trying everything’.
So Dr Usha joined the Inner Circle group and took her Essential Salon Owner’s Marketing Toolkit home that day. And unlike many, they took action right away.
Soraya takes up the story:
“In the two weeks leading up to the seminar, my side of the practice (cosmetic) took just $2,500. After the seminar, I read through everything in the kit, listened to the tutorial CDs, took notes during my first coaching call… basically just followed the system.
“In my next 6 days at work, spread over two weeks, my takings jumped to $7,500! Dr Usha had a similar dramatic increase in takings. In a typical 5 hour session (before joining the program) she would take $2,000, maybe $3,000 at the most. But we just did some figures…in a recent 5 hour session, her side of the practice took…$8,000…!”
“It is quite amazing that we had struggled along barely making money for years, and suddenly, just a little bit of education and the right tools, and it’s made a remarkable difference…”
Note to all Doctors: yes, your business is different, yes you’re all very clever and yes, obviously you already know everything. It’d be just too awful to spend all those years in expensive medical school and not know everything.
Caroline joined the Inner Circle program in June and one of the first things that she said to me after joining the program was “Chris, I am going to be your best member ever!”
And if her first month in the program is anything to go by, she is certainly keeping her word. You see Caroline is a perfect example of someone who takes massive action. She has a great attitude, has implemented numerous techniques from the Essential Salon Owner’s Marketing Toolkit™, found out what works best for her salon and has seen her business thriving in just the few weeks the doors have been open.
Caroline ran a combination editorial and ad in her local Sunday paper and by the next day she had 14 new clients. Four days later she has now got a total of 24 new clients from that one ad, and they are still calling.
“I am totally gobsmacked,” says Caroline. The ad cost Caroline $450 to run and has so far brought her in over $2,300 in one week. If only 50% of those new clients become regular clients worth around $1500 per year each, then that will have increased Caroline’s annual turnover by $18,000…Not bad for a single promotion!!!
In addition to this Caroline has also booked in 26 clients (11 new and 15 existing) from a combination of ‘Raise the Dead’ letters (from the Toolkit), new client letters, a mail box drop, in salon promotions and much more. Keep up the great work Caroline!
Want the ad Caroline used? Log into the Members Only ‘sealed section’ and navigate to ‘Getting New Clients – Beauty’ and you’ll find it under July 23, ready to download.
New Zealand salon owners: if you want the kind of results Caroline is getting, call Chris Sanders in our Auckland office, 0800 029 668
Salon Marketing Tips: “I took an extra $9,500 in the next 72 hours!”
Yes, the tortoise WILL get there…eventually. But you don’t have to do it at a crawl.
Being part of the Inner Circle program and using the tools and strategies in the Toolkit is NOT a ‘get rich quick’ scheme. It does take work.
But there’s nothing inherently good about ‘getting rich slow’ either.
It’s always a mystery to me how it is that despite having exactly the same tools and support, the speed at which some Members implement those tools and strategies – and therefore the speed at which they reap the rewards – varies so greatly. Some leave the Toolkit sitting on their shelf, or tucked away under the reception desk, for months before actually bringing it out and using it. (One member recently told me that it was a full year before she actually got off her backside and put the ads, flyers and letters to work…lo and behond, in the next 12 months she increased her salon’s takings by a full $109,000 over the previous 12 months!)
But others do it at warp speed. Just last week, salon owner Lidija Siskopoulos of Enigma for Hair (right here in my home town) was so excited about getting into the Inner Circle program she refused to wait till the courier delivered her Toolkit, she jumped in her car and drove to our office to collect it herself.
This week she told me
“I took an extra $9,500 in the next 72 hours!”
Lidija is clearly one who understands that success is about Massive Action.
In other words, that massive action paid for Lidija’s entire first year Membership of the Inner Circle program in a single swoop.Now, to dismiss Lidija’s story as a flash-in-the-pan, as something out of the ordinary and quite unachievable for the average salon owner is akin to insisting that the earth is flat, and that she must somehow have gotten ‘lucky’. Success is all about taking action… not just in one area, doing ONE thing, sending out a single flyer or placing a single ad, but doing many things, all at once, rapidly. And luck has nothing to do with it. It’s simply planning meets opportunity.
As you’ll see and hear in this video, recorded at our recent Inner Circle Members Only Closed Door Mastermind session after our Road to Riches seminar in Sydney last week, those salon & spa owners who combine action with the right tools (eg the Toolkit) get a disproportionately-large result compared with merely putting the same amount of effort into just ‘doing the thing’ eg cutting more hair or applying more facials.
New Zealand salon owners:
