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Abch Be Happy Make Money 2008 (Compatible)
This document provides tips for hair salon owners to differentiate their business, define their brand, and market effectively to attract their target customers. It recommends salon owners define their business personality, target market, and create a brand identity through elements like logo, tagline, and business cards. The document stresses the importance of living the brand through all customer interactions and marketing appropriately to reach the target market in order to build a successful business.
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Abch Be Happy Make Money 2008 (Compatible)
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- 2. BE HAPPY –MAKE MONEY ABCH: Board of Directors Owner: Azarra Salon – Tacoma, WA Author of Get Some Hairapy
- 3. IN MY OWNLITTLE 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
- 4. WHAT MAKES YOUDIFFERENT CAN MAKE YOU MONEY Define your business personality Define your target market Create your Brand Market appropriately Live your Brand Reap the rewards!
- 5. DIFFERENTIATION Quality isnot 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?
- 6. IT IS NOTABOUT 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
- 7. GET THEM TALKING peopledon’t talk about average businesses that meet their expectations
- 8. WHETHER YOU PLANNEDIT 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!
- 9. DEFINE YOUR BUSINESSPERSONALITY 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?
- 10. PRICE IS WHATYOU 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?
- 11. DEFINE YOUR TARGETMARKET 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
- 12. WHO CAN YOUSERVE? Students Young families Working women Business men Wealthy, stay-at-home moms Chic retired women Local small business owners Care-givers
- 13. 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.
- 14. 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.
- 15. LOGO ADVICE FROMVISTAPRINT 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!
- 17. LOGO FOUNDATIONS Shape gives weight and balance Color creates emotion, triggers memory & gives sensation Content business name & tagline
- 18. HOW DO IDESIGN A LOGO? Any clients who are graphic artists? Online services cost $99 - $249 HP Logoworks Logodesignguru.com Thelogocompany.net Search for “logo design services”
- 22. 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.
- 23. TAGLINES MUST Beshort 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.
- 24. Every Day IsAn Adventure!
- 25. CAN I PRINTA GREAT BUSINESS CARD ON A TIGHT BUDGET? VistaPrint.com PrintsMadeEasy.com OnlinePrintHouse.com Search “online printer” Don’t use “free business cards” option
- 26. WHAT MAKES AGREAT BUSINESS CARD? Cheap cards imply cheap service Communicate your brand Feel of paper matters Fonts have a message Colors have meaning!
- 27. 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
- 28. 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!
- 30. MARKET APPROPRIATELY AdvertiseONLY where your target market will see it Don’t waste $$$! Use your logo in everything you print Give business cards to clients who have friends in your target market Engage clients in talk about your Brand ASK FOR NEW BUSINESS!
- 31. ADVERTISING NEEDS TO Create or intensify desire by presenting benefits Convince that benefits are unique or superior making your business the only rational choice Impart a feeling of urgency Not waste $$$ or time
- 32. COME TO OURSALON 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
- 33. Board Certified Haircolorists Every DayIs An Adventure! Make your appointment online 253-752-1519 azarra.com
- 36. THE WEB ANDTHE 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
- 37. A GOOD ENOUGHWEB SITE 5 things you need in your one-page site: 1)A high-resolution logo and other visual materials you use in marketing 2)Short descriptions of your product or service offerings 3)Your contact and location information 4)Testimonials from clients 5)Links to any news articles or directories where your business is mentioned
- 38. WHERE CAN IGET A WEB SITE? Any clients who are web folk? Microsoft Office Live Value Web Web.com Smallbusiness.yahoo.com Homestead.com
- 39. WHAT THE HELLIS 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
- 40. 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!
- 42. 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
- 43. RECOMMENDED READING AllBusiness 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
- 44. Available from your favoritebookseller Or Buy Now! Show Special $10 each
- 45. AFRAID YOU TOOKCRAPPY NOTES? Email me! aura@azarra.com I will happily send you a copy. I want you to be wildly successful!