Mandy Zelinka

Unless you are a complete narcissist, telling everyone how great you are, or 'marketing' as it is called, is a complete turn-off. I applaud your humbleness, but it will get you nowhere on the press train. Because of this a lot salons choose to overlook this potentially valued benefit for their business. Many feel that their talents lie beneath what might be required to do a press release or email blast. Fortunately, with the popularity of 'blogs' formal writing is not a serious must anymore.

I had this fear, even though I was editor of the high school newspaper, as well. I knew all too well about the importance of press releases, yet did nothing. Until one day I was in the back room of the salon where a fellow employee had just opened a jean boutique, and was talking about the pr he had sent out. I was immediately inspired, and told myself, "Hey, if Kenny can do it, I certainly can to!" I literally ran home, typed out a press release, and sent it with some extra 8x10's I had laying around of my work. I always kept them around, just in case of a 'break through moment' where somebody would discover me and need examples of my work. A bit of a dreamer, I was, and still am. Low and behold The Oregonian called me the following week, interviewed me, and printed my pictures. Apparently my press release was a bit more amusing than she was used to, and the pic impressive. I made her laugh several times with my unbridled honesty. (Note to reader: laughter from press people is always a good thing, makes them remember you.)

Lately everyone is shouting out about internet marketing. This alone intimidates most, even people I know that have been in the marketing biz forever. It is like when you were little and your grandparents got a vcr for christmas from your parents. The poor people were overwhelmed with the complexity of it all. Like everything else, one must acclimate himself to the newness of it all. I started my email days with shopping online. I would assume that most salon owners that start out as hairdresser's need to find their own way to get out of their comfort zone (standing behind the chair) and into the business zone (writing checks, marketing, etc.) Mostly, I like shoes, so this propels me to do things to help in that goal. You need money for shoes. Marketing drives people to your business. Then you make money. Simple. You must dig deep to first find your ultimate reasoning for doing this, otherwise you will lose your focus in the process and die a slow death of boredom. Or you will become so overwhelmed that you cry your eyes out after drinking a bottle of wine in the corner of your bedroom next to your laptop. (I swear I have never done that, but it would explain the wine stains on my pc.)

So - now that we have found our 'inner reasoning' for working our butts off and not taking days off, let's get in to internet marketing.

First, gather email lists! Why you ask? Email is BY FAR the cheapest form of advertising|marketing. You can send (through a service) up to 10,000 emails a month for less than a hundred bucks. Unbelievable. We are already sufficiently supporting our shoe habit. That is alot of clients to reach in one month. Or as we do it at 77, a weekly blast, either a openings email, a salon ad, or our monthly newsletter. Via email, I can directly market to my clients, which we all have taken enough salon classes to know that retaining your own clients is BY FAR cheaper than getting new ones.

Unfortunately, the only reason that what we do at 77 is unique is because not many other salons tend to input real world tactics into their environment. Salons are businesses just like everyone else, but most salons were started by stylists that simply wanted to work for themselves. Something as rudimentary as awareness gives us an edge in this industry. I can't say it is easy, though. I spend endless hours reading the latest on business and marketing in dull boring books, but I have a responsibility to my clients and stylists, to keep them in the most fashion-forward environment around. Salons are supposed to exude the latest, and internet marketing is well within this realm.

Our website it one of the best in the nation. I paid not one dollar for it. I will buy a $400 handbag, but pay for stuff I know I can get for free? Never. I did my web designer's hair for trade, and it has brought me back rewards I cannot put a dollar amount on. A website is a MUST. A well done website is an even bigger must. Clients are SAVVY. They often times know more than we do about flatirons. People don't work anymore, they surf the web. And they are finding your competitor. Make your parking spot in cyberspace a meaningful one, or don't do one at all. There have been many studies on the ratio of how long a person will stay at your sight, it can't be lame, you have to keep them there to browse. Let's face it, people are becoming way more informed and cooler than they used to be. Thanks for propelling it, reality tv.

Men can be a tricky target market...or not. As with relationships, women tend to overthink 'them.' A perfect example of well executed marketing to men would be HairM for men, located in Portland, Oregon. They offer attractive women, beer, sports, and massage. Men flock to this salon in droves. We full service salons can take a lesson from their style, adding touches of what they offer so that we can make our male clients comfortable in an environment that is still very foreign to most men, the beauty salon.

Says Jill Montchalin of Cosmoprof, "Men are sold off of experience. If they like something they are going to buy it. This is where they make 90% of their purchases." Take more time with men at the shampoo bowl, make them feel comfortable, as they may have completely stepped out of their comfort zone to see you. Males, as well as females, love a wonderful aromatic scalp massage at the bowl. This is also of course the perfect place to start retailing to clients. We have had much success with the introduction of the Kevin Murphy product line, as it was created with aromatherapy in mind. Our salon has been smelling amazing for 2 weeks since we got it in. Anywhere you can take some of your own sales pressure off is a good thing, let the product sell itself.

A large percentage of men's products are purchased by women. This is no big surprise, and the marketing of men really starts, as with the marketing to children, with the woman. Women are the ones doing the household buying, and usually scheduling the 'appointments' for the family. This is free advertising, which I am a big fan of. Next timeyou step behind your chair, a question that could easily be asked is, "so, I would love to meet your boyfriend|husband....do you think he would ever come down and let me tend to his locks?" She probably won't even notice your sneaky marketing, she will most likely think you are simply trying to take care of her, which means also taking care of her man. Of course this is partly true. It could be looked at in the same way as trying to upsell hilites to your clients. You probably could even get him booked when she is making her next appointment before she leaves. You will send her home feeling so smart for having taken care of something for her man! And who doesn't like feeling smart?

I am a marketing whore. Yes, I said it. I admit it. And I am okay with it. I also enjoy my starbucks, shoes, and of course, my handbags. I recently purchased a second home (I rented out my condo) and put myself on a diet of shopping anorexia. This of course lasted but a month, when I went down to Borders books to pick up a few business books, and left with the latest by Charla Krupp: "How to not look old." Pick it up if you haven't yet. Anyhow, The Nordstrom Rack was across the street, taunting me, as if to say, "Neener Neener, you can't have me." I'll prove you wrong, I thought. Although I have tried this technique several times, it never works. Bulimics should never use the restroom alone. If I have a shopping urge, it would work best to hit KMart, as lord knows you will leave with only toothpaste. And maybe Lucky mag.

This story has an obvious ending. I left with the softest Cynthia Rowley handbag. I don't regret it. I also made sure to pick up a flat of Ramen the next time I went grocery shopping. (For my husband, of course. He can eat the crap to pinch the pennies that I have plenty of room for now in my Cynthia.)

I am leading you somewhere. Saving money sucks. I can admit that. So I find it best to fake myself into doing it. Or sneaking it in. This is where being Green comes in. And ya know what? Clients LOVE the idea. So, we get to save money, and brag to our clients about being environmentally conscientious. Who can debate that?

Renewable Power|Going Green
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