More Marketing Ideas That Work! From The Hair Company
By Summit Salon Business Center
The Hair Company in Leonardtown, MD averages 23% RTS and has been in growth mode for over 10 years! Owners Jackie Buckler and Debbie Link have generously agreed to share some of the keys to the salon’s success with SSBC.
Here are their top tips:
1. Large retail center.
We keep a full stock of product on hand (using SSBC inventory guidelines).
2. Redken Elite.
We resisted doing this for a long time, since thought that by carrying 4-5 lines, we could be all things to all people. Wrong! Since going Elite, our staff can focus on learning one line well. Our guests are less confused, and more impressed by the staff’s product knowledge and commitment. Placing a single order frees up time to focus on other business, and it is much easier to stay within budget. We are now one of our distributors top eight accounts, so they treat us very well.
3. Education.
As a Redken Elite salon, we earn double the points (at Redken 5th Avenue as well as distributor points) which we put into education. We’ve had several National Level Educators in our salon, including Michael Cole, Sam Villa, Dennis Gebhart, and Kristi Valenzuela.
4. E-Blasts.
We send out emails to our guests at least once a week. These emails tell them about the latest promotion, news, or advance notice about a new product. It is done “in house” so it is very cost effective.
5. Station Signs.
These signs are also done “in house” and announce new products and promotions. They are up at all times and change every 6-8 weeks. We design matching posters so it is consistent on everything, everywhere in the salon
6. BareEscentuals Make up and Skin Care.
We recently brought in this line even though makeup had never been a big seller for us in the past. It was a great decision; we are amazed at what this line has done for us! We require that every service provider be trained in the application of the basic kit. It takes about 5 minutes, and can typically be added on during any service. The ‘Mini-Application’ is free, but 99% of the time the guests purchase the kit. The next time they visit, we can show them the eye kit, or complexion enhancing kit. Their packaging is extremely easy to sell, with several basic kits, as well as seasonal kits. We have people we’ve never seen before coming in because they heard we carry the line!
7. More education.
This time, for the guests! We host classes about twice a year. They can choose a simple demo, or go for the more in-depth hands on portion of the class. This has been quite successful for us as well.Most of our staff was already using the line before we brought it in. They were already ‘sold’ on the line and so excited that we were carrying it, their excitement spilled over to our guests.
Thanks to Jackie and Debbie for their willingness to share these successful marketing tips!
If you’d like to find out more about The Hair Company, check out their website:
