Be Happy Make Money

BE HAPPY – MAKE MONEY ABCH: Board of Directors Owner: Azarra Salon – Tacoma, WA Author of Get Some Hairapy

ABCH: Board of Directors

Owner: Azarra Salon – Tacoma, WA

Author of Get Some Hairapy

IN MY OWN LITTLE CORNER My twenty year journey Trying to be what I wasn’t This is a “for profit” company Not everyone will like me – and that’s OK! We don’t want every client

My twenty year journey

Trying to be what I wasn’t

This is a “for profit” company

Not everyone will like me – and that’s OK!

We don’t want every client

WHAT MAKES YOU DIFFERENT CAN MAKE YOU MONEY Define your business personality Define your target market Create your Brand Market appropriately Live your Brand Reap the rewards!

Define your business personality

Define your target market

Create your Brand

Market appropriately

Live your Brand

Reap the rewards!

DIFFERENTIATION Quality is not the issue! If you aren’t the cheapest in town… clients assume you don’t suck What sets you apart? What reasons do you give clients to choose your salon over all the others?

Quality is not the issue!

If you aren’t the cheapest in town…

clients assume you don’t suck

What sets you apart?

What reasons do you give clients to choose your salon over all the others?

IT IS NOT ABOUT THE HAIR! How many salons in your town? Kansas City: 667 salons Seattle: 1255 salons San Diego: 1184 salons Don’t sell commodities, sell benefits! Detail the intangibles

How many salons in your town?

Kansas City: 667 salons

Seattle: 1255 salons

San Diego: 1184 salons

Don’t sell commodities, sell benefits!

Detail the intangibles

GET THEM TALKING people don’t talk about average businesses that meet their expectations

people don’t talk about average businesses

that meet their expectations

WHETHER YOU PLANNED IT OR NOT Every small business has a personality That personality is your brand Brand: what your image means to your customer Accidental or intentional? Either you create it or the customers will!

Every small business has a personality

That personality is your brand

Brand: what your image means to your customer

Accidental or intentional?

Either you create it or the customers will!

DEFINE YOUR BUSINESS PERSONALITY What is the space like? What is the staff like? What is your community like? What experience do customers have in the salon? Do you have weak links?

What is the space like?

What is the staff like?

What is your community like?

What experience do customers have in the salon?

Do you have weak links?

PRICE IS WHAT YOU CHARGE – VALUE IS WHAT YOU GET What are your prices? How did you decide on them? What do your competitors charge? Can you charge more?

What are your prices?

How did you decide on them?

What do your competitors charge?

Can you charge more?

DEFINE YOUR TARGET MARKET Understand your customers What are their Attitudes, interests, perceptions, preferences, dreams, values, opinions and lifestyles? The key to failure is to try to please everyone. - Bill Cosby The salon owners who have success don’t try to be all things to all people. Instead they focus sharply on the people in their chairs. -Modern Salon

Understand your customers

What are their

Attitudes, interests, perceptions, preferences, dreams, values, opinions and lifestyles?

The key to failure is to try to please everyone. - Bill Cosby

The salon owners who have success don’t try to be all things to all people. Instead they focus sharply on the people in their chairs. -Modern Salon

WHO CAN YOU SERVE? Students Young families Working women Business men Wealthy, stay-at-home moms Chic retired women Local small business owners Care-givers

Students

Young families

Working women

Business men

Wealthy, stay-at-home moms

Chic retired women

Local small business owners

Care-givers

CREATE YOUR BRAND Design your logo Create toolkit business cards, menus, newsletters, advertisements, etc Be sure every staff member is on board Weed out any non-believers Create policies this is how we answer the phone, greet clients, make appointments, etc.

Design your logo

Create toolkit

business cards, menus, newsletters, advertisements, etc

Be sure every staff member is on board

Weed out any non-believers

Create policies

this is how we answer the phone, greet clients, make appointments, etc.

EFFECTIVE LOGOS Bold, memorable and appropriate Communicates the company’s persona Immediately recognizable Has enduring value Works well across media and scale Works in B&W and color.

Bold, memorable and appropriate

Communicates the company’s persona

Immediately recognizable

Has enduring value

Works well across media and scale

Works in B&W and color.

LOGO ADVICE FROM VISTAPRINT Express your business personality Make it POP off the page bold and memorable Test with existing customers Keep it simple Make it flexible needs to be clear when large or small, color or B&W Use it!

Express your business personality

Make it POP off the page

bold and memorable

Test with existing customers

Keep it simple

Make it flexible

needs to be clear when large or small, color or B&W

Use it!

LOGO FOUNDATIONS Shape gives weight and balance Color creates emotion, triggers memory & gives sensation Content business name & tagline

Shape

gives weight and balance

Color

creates emotion, triggers memory & gives sensation

Content

business name & tagline

HOW DO I DESIGN A LOGO? Any clients who are graphic artists? Online services cost $99 - $249 HP Logoworks Logodesignguru.com Thelogocompany.net Search for “logo design services”

Any clients who are graphic artists?

Online services cost $99 - $249

HP Logoworks

Logodesignguru.com

Thelogocompany.net

Search for “logo design services”

TAGLINE Slogan, clarifier, mantra, company statement or guiding principle that describes, synopsizes or helps create an interest. The best of them evoke an emotional response. Who is this? You can do it, we can help. When you care enough to send the very best. Don’t leave home without it.

Slogan, clarifier, mantra, company statement or guiding principle that describes, synopsizes or helps create an interest.

The best of them evoke an emotional response.

Who is this?

You can do it, we can help.

When you care enough to send the very best.

Don’t leave home without it.

TAGLINES MUST Be short Differentiate you from your competitors Be unique Capture Brand essence and positioning Be easy to say and remember They are usually displayed in small font.

Be short

Differentiate you from your competitors

Be unique

Capture Brand essence and positioning

Be easy to say and remember

They are usually displayed in small font.

Every Day Is An Adventure!

CAN I PRINT A GREAT BUSINESS CARD ON A TIGHT BUDGET? VistaPrint.com PrintsMadeEasy.com OnlinePrintHouse.com Search “online printer” Don’t use “free business cards” option

VistaPrint.com

PrintsMadeEasy.com

OnlinePrintHouse.com

Search “online printer”

Don’t use “free business cards” option

WHAT MAKES A GREAT BUSINESS CARD? Cheap cards imply cheap service Communicate your brand Feel of paper matters Fonts have a message Colors have meaning!

Cheap cards imply cheap service

Communicate your brand

Feel of paper matters

Fonts have a message

Colors have meaning!

Color – Colors have meaning. Paper – The quality of your card says something about you. Uniqueness – If your business card doesn’t stand out in a pile then people won’t remember you by looking at your business card. Typography – fonts have a voice, so choose one that best represents you are and is easy to read. Feel –If you want to represent that you are a soft and gentle person, make sure your card is soft and has rounded corners. COMPONENTS

Color – Colors have meaning.

Paper – The quality of your card says something about you.

Uniqueness – If your business card doesn’t stand out in a pile then people won’t remember you by looking at your business card.

Typography – fonts have a voice, so choose one that best represents you are and is easy to read.

Feel –If you want to represent that you are a soft and gentle person, make sure your card is soft and has rounded corners.

SAME WORDS – DIFFERENT FONTS Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An Adventure!

Every Day Is An Adventure!

Every Day Is An Adventure!

Every Day Is An Adventure!

Every Day Is An Adventure!

Every Day Is An Adventure!

Every Day Is An Adventure!

Every Day Is An Adventure!

MARKET APPROPRIATELY Advertise ONLY where your target market will see it Don’t waste $$$! Use your logo in everything you print Give business cards to clients who have friends in your target market Engage clients in talk about your Brand ASK FOR NEW BUSINESS!

Advertise ONLY where your target market will see it

Don’t waste $$$!

Use your logo in everything you print

Give business cards to clients who have friends in your target market

Engage clients in talk about your Brand

ASK FOR NEW BUSINESS!

ADVERTISING NEEDS TO Create or intensify desire by presenting benefits Convince that benefits are unique or superior making your business the only rational choice Impart a feeling of urgency Not waste $$$ or time

Create or intensify desire by presenting benefits

Convince that benefits are unique or superior making your business the only rational choice

Impart a feeling of urgency

Not waste $$$ or time

COME TO OUR SALON WE DO REALLY GOOD HAIR Cuts for the whole family Hair Color & Highlights Perms & Straighteners Waxing Make-Up Hair Styling Some Random Salon 555-555-5555 123 Main St. Anytown, USA 55555

Cuts for the whole family

Hair Color & Highlights

Perms & Straighteners

Waxing

Make-Up

Hair Styling

Board Certified Haircolorists Every Day Is An Adventure! Make your appointment online 253-752-1519 azarra.com

Board Certified Haircolorists

THE WEB AND THE SALON Get a “good enough” web site Write a blog Put up a page on Facebook, MySpace and LinkedIn Check out twitter (follow me @auramae) Have something to say Be willing to take risks

Get a “good enough” web site

Write a blog

Put up a page on Facebook, MySpace and LinkedIn

Check out twitter (follow me @auramae)

Have something to say

Be willing to take risks

A GOOD ENOUGH WEB SITE 5 things you need in your one-page site: A high-resolution logo and other visual materials you use in marketing Short descriptions of your product or service offerings Your contact and location information Testimonials from clients Links to any news articles or directories where your business is mentioned

5 things you need in your one-page site:

A high-resolution logo and other visual materials you use in marketing

Short descriptions of your product or service offerings

Your contact and location information

Testimonials from clients

Links to any news articles or directories where your business is mentioned

WHERE CAN I GET A WEB SITE? Any clients who are web folk? Microsoft Office Live Value Web Web.com Smallbusiness.yahoo.com Homestead.com

Any clients who are web folk?

Microsoft Office Live

Value Web

Web.com

Smallbusiness.yahoo.com

Homestead.com

WHAT THE HELL IS A BLOG AND WHY WOULD I WANT ONE? Like a website, only easier! Like a newsletter, only easier! smallsalons.wordpress.com (I want to help!) Top two blogs for easy use: Wordpress Blogger

LIVE YOUR BRAND Jump in with both feet! Look at the salon with client eyes every day Reinforce Brand at every staff meeting Take the pulse of the staff and clients to see if you are on track Make changes as necessary Like children, Brands need to be fed and nurtured in order to grow!

Jump in with both feet!

Look at the salon with client eyes every day

Reinforce Brand at every staff meeting

Take the pulse of the staff and clients to see if you are on track

Make changes as necessary

Like children, Brands need to be fed and nurtured in order to grow!

REAP THE REWARDS Look at your appointment book and smile when you have great clients scheduled Count your money Count your blessings! Thank staff and clients for their help Continue to be true to your Brand

Look at your appointment book and smile when you have great clients scheduled

Count your money

Count your blessings!

Thank staff and clients for their help

Continue to be true to your Brand

RECOMMENDED READING All Business is Show Business - Scott McKain Becoming a Category of One - Joe Calloway What Customers Really Want - Scott McKain How to Sell For Prices Higher than Your Competitors - Dr. Larry Steinmetz Action! Nothing Happens Until Something Moves - Robert Ringer The Experience Economy -Joseph Pine & James Gilmore Get Clients Now - CJ Hayden How To Drive Your Competition Crazy - Guy Kawasaki

All Business is Show Business - Scott McKain

Becoming a Category of One - Joe Calloway

What Customers Really Want - Scott McKain

How to Sell For Prices Higher than Your Competitors - Dr. Larry Steinmetz

Action! Nothing Happens Until Something Moves - Robert Ringer

The Experience Economy -Joseph Pine & James Gilmore

Get Clients Now - CJ Hayden

How To Drive Your Competition Crazy - Guy Kawasaki

Available from your favorite bookseller Or Buy Now! Show Special $10 each

AFRAID YOU TOOK CRAPPY NOTES? Email me! [email_address] I will happily send you a copy. I want you to be wildly successful!

Email me! [email_address]

I will happily send you a copy.

I want you to be wildly successful!