Process (Modern Salon), Fall 2016

We have to put a range like highlights from 160 500 by law she says It must have a fi nite number or it is construed as misrepresentation The range is large due to a wide variety of experience levels so clients fi rst speak with the receptionist or beauty concierges to decide their service The concierge takes extensive notes which then pop up in the software for the colorist The concierges really understand what the client is looking for and it helps them have a more meaningful consultation with their colorist when they arrive Scrivo says If youre in a smaller salon and the receptionist doesnt have time to take a long call do a follow up call to understand exactly what the client is looking for including sending in photos and who the best stylist is to meet her needs Directing clients to a well written and designed website is another way to purposefully market your color services and entice new clients into your salon On Studio Bs website Minardi wrote the copy herself I had to make it very clear who I am what Studio B is and our philosophy Minardi says I advise other salon owners to develop a philosophy and tell people If its quick service and high contrast color make that clear If you do soft more natural work specify that She says explaining your customer service and color care philosophies are also important MAKE SURE EVERYONE IN THE SALON HAS GORGEOUS COLOR WHY WOULD YOU GO TO A HAIR STYLIST WHO DIDNT HAVE BEAUTIFUL HEALTHY HAIR KARIE BENNETT At Atelier the website is an avenue for new business We have a new color guest offer on our site Bennett says Although the offer is a preliminary method of getting new clients into the salon thats not why they stay The best marketing you can do is to send beautiful color out your door Bennett says Make sure everyone in the salon has gorgeous color why would you go to a hair stylist who didnt have beautiful healthy hair Whether youre marketing regularly on social media and online with referral programs or via traditional ads beautifully done color speaks for itself FIFTY SHADES OF GREAT MARKETING WHEN THE STEAMY FILM FIFTY SHADES OF GREY WAS RELEASED LAST YEAR ATELIER SALON OWNER KARIE BENNETT IMMEDIATELY THOUGHT OF HER CLIENTS WHO NEED GRAY COVERAGE The movie which was released Valentines Day weekend was ripe for a marketing promotion tie in but Bennett wasnt sure exactly what she should do I didnt know how to get it out there she says I was going to just create a poster but then someone suggested I talk to our local theater about their cinema ads Bennetts cost to create a graphic and have it put in animation format was only 300 In the 15 second spot the ad told movie goers If you have Fifty Shades of Grey we can cover it The graphic featured a woman whose hair went from gray to color Bennett says It directed viewers to mention the ad and get 20 off a color service Although the salon did receive a good number of clients who took advantage of the deal Bennett says next time she will request her ad is the last to run before the movie starts rather than one of the fi rst so it reaches more people Overall she was happy with the promotion We had one client walk over right after seeing the movie and get her hair done on the spot she says Studio Bs menu introduces clients to the owners and explains the salons philosophy Ateliers Fifty Shades of Grey ad modernsalon com PROCESS 53