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2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
2012 grow your business from the inside out
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2012 grow your business from the inside out

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  • 1. Grow Your Business From The Inside Out Salon Marketing Strategies We Promise Will Put Your Guests at the Heart of Your Business ISSE - Midwest November 4th & 5th, 2012www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 2.  Customer/Guest Driven Boutique Direct Marketing Company Founded in 1988 Wayzata, MN Specialty Retail With a Focus on Beauty – The Business of Beauty • High Value Salons • Value Priced Salons • Beauty Supply Distributor • Manufacturer • PBA Member www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 3. Doing Business In The Age Of NOW In-Salon Strategies Your Brand Promise Smarketing™ - Smart Marketing • Retention • Win-Backs • Underperforming Guests Guest Relationships Staying Connected www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 4. Beauty for theAges A 360 o VIEW OF YOUR CHANGING GUESTS 4
  • 5. TAKEaway #1Let’s DefineMarketing…www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 6. New World 2008 Changed EverythingWinners Technology And ContinuesLosers To Explode Einstein Thinking Continues To Shape How We Do Business
  • 7. TAKEaway #2 We Are Out of Our Comfort Zone • Economy Is Changing • The Rules of Society Are Changing • Consumers/Guests/Clients Are Changing • Our Employees Are Changing • How We Do Business Is Changing 7 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 8. Social Media Revolution 2012 http://youtu.be/0eUeL3n7fDs Continue to next slide to view video 8www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 9. Beauty for the BYE-BYE BOOMERS – HELLO GEN Y! AgesGENERATIONS DEFINEDBOOMERS: 1946 – 1964Idealists, self-centered, motivated by internal, inwardly-focused valuesGEN X: 1965 – 1979“Me” generation, savvy, entrepreneurial, very brand-consciousGEN Y: 1980 – 1994Millennials, confident, expressive, always connected, open to change www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 10. All Guests Are Not The Same What Differences Do You See Between Your Female Guests Based on Age Groups? • Gen Y (Millennials) 18 - 30 • Gen X 31 - 44 • Boomers 45 – 64 • Traditionalists 65+ 10www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 11. Pop Quiz  What One Word Best Describes Your Guests Today In The Age Of NOW? 11www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 12. Beauty for the Ages “HOW DID YOU HEAR ABOUT YOUR PREFERRED SALON?” 60%Percent of Generation 50% • When choosing a 40% salon, Gen Y is the 30% Gen Y most likely to Gen X 20% Boomers follow others 10% recommendations 0% • Gen Y is also the least receptive to n ia by et r e g .. he tio s in er ed d. rn ng Ot th en ta rt i te lm advertising ivi pu ed In m ve ci a Dr m re ov Ad So d/ co tm n lo oo re Sa lis rh d ien ty bo ys /fr igh M ily Ne m Fa
  • 13. Understanding NEW Guest Dynamics• The Dynamics Of Social Media – Significant changes in the last few years 60% Percent of Generation 50% 40% 30% Gen Y Gen X 20% Boomers 10% 0% n by ia et e r g .. he tio er sin ed d. rn ng th Ot en ta rt i lm te ivi pu ed m In ve ci a Dr m re ov Ad d/ So co tm n lo re oo Sa lis rh d ien ty bo ys /fr i gh M ily Ne m Fa 13www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 14. Virtual Tour 14www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 15. In-Salon Strategieswww.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 16. Right Here – Right Now Step Outside  AMBIENCE Is First • Feelings Look in the Windows. • Positive Energy Open The Door.  5-Star Service Begins With • What’s That Noise? ATTITUDE • What’s That Smell? • Do It Like You Mean It  DRESS Like a Professional • What’s The First • Is There Any Other Way? Thing You See?  Be GUEST Centric • Be Flexible • Be Willing 16 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 17. The Grand Hello Engaging Each Guest Before the Service Is The First Moment of Truth • The Welcome • The Check in  Always Verify the Guest’s Personal Information in the POS – Especially Their E-mail Address  Use The Menu As A Selling Tool For An Added Service  Always Have A Product To Sample 17 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 18. The Grand Experience The Service(s) – the Second Moment of Truth • Create a Dialog a) Don’t “Ask” What the Guest Wants b) Offer at Least One Suggestion • Stay Focused on the Guest • Have a Scripted Close a) Is Everything Okay b) Remind the Guest What Products You Used c) Suggest When You Want to See Them Again 18 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 19. The Grand Goodbye Checking Out – The Third Moment of Truth – Failure Here Can Destroy Everything That Previously Happened During the Visit a) Compliment the Look b) Ask If the Guest Sampled the New Product or Whether the Products Used Were Okay c) Do You Need Any Products Before I Close the Ticket d) Get the Bill Right e) Prebooking – Marketing Begins Here 19 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 20. TAKEaway #3  Your Primary Goals – Why Is Our Focus on • Influence the Next Sale to Set the Stage that In-salon Guarantees the Guest Strategies Comes Back Again and… an Important Part • Invigorate the Guest to of Your Salon Become Such a RAVING FAN that She Tells All Her Friends Marketing Efforts? How Fabulous Your Salon Is. 20 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 21. The Brand Promise And Why It’s Importantwww.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 22. Author Seth Godin Said…www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 23. The Brand Promise All Marketers (and Salon Owners) Are Story Builders TAKEaway #4 Let’s Stay Focused Every Time You • What Is Your Brand Promise? Consider a Change • Why Is it Important? Ask How It Fits With a) To Your Team Your Current Brand b) To Your Guests Promise Is Your Brand Promise • Static or Dynamic? 23 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 24. Beauty for theAges GEN Y WANTS A SALON THAT IS: hip an experience 24
  • 25. Beauty for theAgesGEN X IS TRENDY, BUT…61% JUST WANT TO RELAXSAME GOES FOR THE BOOMERS 75% WANT THEIR SALON ENVIRONMENT QUIET AND SUBDUED 25
  • 26. Beauty for the Ages COLOR IS BIG % COLORING THEIR HAIRGEN Y = 55% GEN X = 71% BOOMERS = 73% WHY? BOOMERS: 64% COLOR FOR GREY COVERAGE GEN X: 41% COLOR FOR GREY COVERAGE; 25% LIKE THE CHANGE GEN Y: 46% LIKE THE CHANGE; 19% WANT TO FOLLOW TRENDS 26
  • 27. Smarketing™ It’s Smart Marketing and It’s All About Your Guestswww.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 28. GO Marketing Every Guest is…  GO Marketing – A Golden Opportunity • Retention • Think of GO Marketing – A Missed Opportunity • Protection • Think of MO Marketing • Growth  MO Marketing • Defections • Decline 28 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 29. RetentionThe Heart of Smarketing70% Is A Really BadNumber 29www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 30. Retention The Heart of Smarketing Why Is Retention Such A Challenge For Salons? • Service Vs. Guest Focus • Missing the Brand Promise • Not Staying Connected www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 31. Pop QuizWhat Do You Call AA Guest When She(Or He) Walks Out Of Your Salon? FREE AGENTwww.group3marketing.com @group3marketing #g3missemw /group3marketing 31
  • 32. Pop Quiz When Do YouBegin MARKETING RIGHT To Free Agents? NOW www.group3marketing.com @group3marketing #g3missemw /group3marketing 32
  • 33. Let’s Talk About Loyalty How “Loyal” Are Your Guests?  TAKEaway #5 To Whom Are They Loyal? – Create Salon Loyalists • The Salon? by Being Guest Centric • Their Stylist? • Recognize Them What if I Told You Brand Loyalty • Thank Them Is Dead • Reward Them • Brand Experimentation • Especially Boomers & Gen Y Guests • Stay Connected With Them www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 34. Beauty for the Ages“IF YOUR STYLIST LEFT YOUR SALON, WOULDYOU FOLLOW HER/HIM TO A NEW SALON?” Gen Y Gen X Boomers Yes 27% 28% 34% Maybe 52% 56% 52% No, I like my salon, other stylists are just as good 21% 16% 14%
  • 35. Beauty for theAges“HOW LIKELY ARE YOU TO RECOMMENDYOUR STYLIST? HOW ABOUT YOUR SALON?” Gen Y Gen X Boomers Stylist 71% 74% 77% Salon 80% 78% 80% www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 36. Defectors – It’s Going To Happen Are You Ready?  Create a Powerful Signs a Guest Is Win Back Strategy Defecting Can Be Bold For Your Salon or Subtle • Internal – Organize a • Unsatisfactory Service Quick Response Team to Handle Guest Issues • Unresolved Issues • Smarketing • Slowdown in Visit Rate • Don’t Let External Forces • Fewer Services Erode Your Business • Stylist Leaves www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 37. Win Back The Defectors TAKEaway #6 • Be Alert • Otherwise it’s MO Marketing Time • Put Your POS to Work (It’s More Than a Cash Register and Booking System) • Reach Out and Touch the Guest • The Heart of Smarketing Is Being Direct, Timely and Relevant www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 38. Smarketing Is Being Organic Underperforming Guests • You Know Who They Are • You See Them Every Day • You Do Nothing to Change Their Behavior • Classic MO Marketing Lost Revenue and Profits Lost Opportunity to Create a Salon Loyalist • Better Yet – A Raving Fan 38www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 39. Loyalist Or Raving Fan A Raving Fan Is A Loyalist Is Excited Passive • She’s Going To Talk About You • Word Of Mouth Marketing 39www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 40. Underperforming Guests Think of This As Classic Guerrilla Marketing Warfare The Challenge • Get Them to Buy What They Are Not Buying - TRIAL • Get Them to Come in More Often • Protect Your Margins 40 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 41. Guest Relationshipswww.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 42. Buzz Words• Overworked/ • Guests Don’t Want • Social Overused Relationships • Connections• Loyalists • They Want • Viral• Raving Fans Fabulous Service, • Two way Fair Prices, Smiles, And RewardsLoyalty Relationships Engagement 42 www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 43. Let’s Get Serious Staying Connected – The Key to Growing Your Business. 43www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 44. Being Guest Centric Put Your Guests At The Heart Of Your Business  Make It Easy for Them To Do Business With You Two Ways To Connect  Internal Data Mining  Social Media 44
  • 45. Staying Connected  Guests Want to Stay Connected • Be Timely • Be Relevant • Be Social  A Rewards Program • A Guest Incentive Initiative  Goals • Keep Your Salon Top of Mind • Create a Reason to Return • Reward Patronage and Show Your Appreciation 45www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 46. Your Guest Marketing Program Do It Right – or Don’t Do It • Keep It Simple – Really Simple • Reward Purchase Behavior First • Influence the Next Sale • Make the Program Meaningful for Every Guest The Premise • Spend and Earn – Redeem and Save • Upsell and Cross Sell www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 47. A New Guest Marketing Program Trigger Based Marketing • Something Happens EVERY DAY • A New Guest Tries Your Salon • A Guest Does Not Come Back • A Guest Earns A Reward • These Are Call-to-Action Triggers Underperforming Guests  Growth Opportunities  Every Day www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 48. Ei3™ – A Powerful Tool In The Age Of NOW Focus is electronic  Turnkey  Customizable  Easily changed  Affordable Why E-mail?  Epsilon Reports: “Open Rates for Triggered e-mails soar” Analysis of 7.1 billion e-mails found open rates for trigger based e-mails were 75% higher than “business as usual” (BAU) e-mails in Q1, 2012. www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 49. The Final QuestionWhere Should You Allocate YourScarce Marketing Resources?• Getting New Guests• Keeping Current Guests• Growing Current Guestswww.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 50. The Final TAKEaway TAKEaway # 7 • Marketing In The Age Of NOW Works – IF… • Focus on Your Guests • Dedication • Commitment • Investment in the Future • Positive ROI www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 51. Before We Close• Tomorrow 12:00 – 1:30PM – Tell Your Friends – Grow You Business From The Inside Out – Room 12 Information Sheet – Ei3™ Marketing Program More Information – TEXT G3MISSE to 96362 – Future Webinars – Presentation Copy – Weekly E-Marketing Newsletter www.group3marketing.com @group3marketing #g3missemw /group3marketing
  • 52. THANK YOUYou’ve Been Fantasticwww.group3marketing.com @group3marketing #g3missemw /group3marketing

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