Be Happy

Make Mone

y

BE HAPPY – MAKE MONEY

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

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!

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?

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

GET THEM TALKING

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!

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?

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?

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

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

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.

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.

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!

LOGO FOUNDATIONS

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”

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.

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.

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

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!

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

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!

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!

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

COME TO OUR SALONWE 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

Board Certified

Haircolorists

Every Day Is An Adventure!

Make your appointment

online

253-752-1519

azarra.com

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

A GOOD ENOUGH WEB

SITE5 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

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

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!

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

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

Available from your favorite bookseller

Or Buy Now!

Show Special $10 each

AFRAID YOU TOOK CRAPPY NOTES?

Email me! aura@azarra.com

I will happily send you a copy.

I want you to be wildly successful!