All NEW salon marketing Toolkit released at last
by Greg Milner on Friday, June 18th, 2010 at 3:03 pm
WSM graphic artist Vanessa Goh and copywriter Chanelle Van Der Heijden with the all-new Essential Salon Owner's Marketing Toolkit - the first major update since the product was launched in 2004
After seven months of behind-the-scenes work, we’ve finally launched the Second Edition of the famous Essential Salon Owner’s Marketing Toolkit®.
It’s the first major revision of the company’s flagship product since it was released back in 2004.
The Second Edition Toolkit – to be seen for the first time at Monday’s Salon Profit Secrets seminar in Perth – is a massive improvement. Scores more advertising and marketing templates, better graphics, easier-to-navigate CDs, plus much more intuitive design.
As always, the new Toolkit forms the foundation of the Inner Circle marketing & mentoring program for salons & spas – and it comes with a whole new fee structure.
NEW Inner Circle payment plan.
$189 per week (replacing the former payment plan of $829 a month)
This is exceptionally good value; if sold separately (with no IC membership) the toolkit alone is $14,650! Coaching and consulting with one of our Direct Response Marketing specialists – if purchased separately – is $500 a month. Access to the Members Only ‘sealed section’ of this website, forums, updated downloadable templates and much more, would be $197 a month – if we allowed non-IC members in.
That’s a total 12-month value of $23,014 – not including all the other stuff IC members get; critiques, access to the closed-door networking sessions, Staff Finder service etc.
All that for just $189 a week, or $9,961 over 12 months. (As of today, June 18, 2010, this new plan is NOT yet reflected on our other websites, but will be soon.)
Find out more about the Toolkit and the Inner Circle Premium marketing and mentoring program here.
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A post by Greg Milner The odd idea, a bit of prodding, a nudge here and there, a little fun, and the occasional dose of brutal reality. Greg is co-founder and CEO of Worldwide Salon Marketing, a writer, direct response marketing consultant, specialist marketing systems adviser and coach. |
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Marty Sams
Jun 19th, 2010
Hi Greg
After purchasing the Toolkit in October 2009, we are reasonably happy with it although what has been going around in my mind for the past few months that alot of the information in the toolkit and the members only section is dated. I had an exceptation that upon joining WSM that regular, good information would appear on website and to date I have been dissappointed not only by the lack of regualr updates but the low quality of the offers that seemed to be presented. I see from comments by other members they are happy with what they are getting but I see the offers as tacky and un-inspired.
Whilst this sounds a little negative, I have gained some good ideas from WSM, I would have expected that if new versions of the toolkit were being released they would be available to all Members……to find out it is not is very dissapointing.
Regards
Marty Sams
disappointed
Jun 20th, 2010
I sort of agree with the comment above I was a premium member on trial for 3 mths but I felt even though it had some very good ideas and marketing it did not work as quickly in my area as I expected the coach was not very inspiring either,he didnt make you feel excited about the marketig of your salon as other speakers or even another chap peter I think his name was and the amount of salons in close proximity to me were also doing the same ads and marketing the same clients one salon I noticed who was just up the road from me has now gone broke possibly because it might be good value marketing but if your in trouble it is way too much money to spend.Then I saw the lite program and thought maybe I didnt give it enough of a chance but all I got were the same old ads I had used before and now the lite program has finished and no new material was used and some ideas were even repeated in the short time lite was available.This sounds a bit negative but I was expecting a little more from the lite program and thought it would be an ongoing thing as some people dont want all the things the premium has to offer but still some fresh ideas to ad to their business.
Greg says:
Sue, thanks for your comments. Our file notes indicate that back in September 08 you told your coach at the time that ‘although you were getting lots of new clients, they weren’t re-booking’. That comment alone indicates to me that most of your business problems were in-house, not as a result of the marketing you were doing as part of the Premium program.
There are reasons clients don’t re-book, and it’s never the ‘fault’ of the client. A) it’s because they got ‘plain vanilla’ service, not a WOW factor. And B) it’s because you didn’t ask them to re-book, or didn’t ask them the right way. (And there IS a right way and a wrong way to ask for a re-booking.)
As for your complaints about the Lite program, it was only ever meant to be a toe-in-the-water version of the Premium program. That is, small bits of the Premium program delivered in bite-sized chunks on a weekly basis, electronically. It didn’t need to be different from the material in the Premium program, as the Premium program and the full Toolkit that goes with it works.
That it didn’t work for you is a comment on your focus and determination to implement everything in the system, not the system itself. If IT (the system) didn’t work, how could it possibly be that hundreds – no, thousands – of salons around the world are making more money, faster than they’ve ever done before, because they use the system?
Greg Milner
Jun 23rd, 2010
Marty, thanks for those comments.
We’re constantly looking for ways to improve what we do. In response to your comments:
1. I note from our records that you joined the Inner Circle program only in October last year, and by Christmas you sold $30,000 in Gift Vouchers. Not a bad result from our ‘tacky and uninspired’ ideas.
2. Not sure what you mean by ‘lack of regular updates’. Every month, the Members Only ‘sealed section’ is updated with a whole range of new advertising templates, for all sorts of different events, treatments and occasions, in all kinds of formats eg, for newspaper ads, flyers etc. What’s not regular about that?
3. Back to ‘tacky’: advertising by it’s very nature is subjective. YOU might not ‘like’ a particular ad layout, a certain offer, the ‘tone’ of the copy. This is a common ‘complaint’ from business owners (in all industries). Fact is, what you think about your (or our) marketing is immaterial. The ONLY opinions that matter a damn of those of your customers, and they vote with their wallets.
The ONLY worthwhile test of any marketing is whether it ‘pulls’. If you say to me ‘that ad looks tacky but gee, it pulled like crazy’ then I don’t give a damn what it looks like. But if you say to me ‘that ad looks tacky – and it didn’t pull’ then I’ll sit up and listen.
4. The new Toolkit. It IS available to all Premium members. You have yet to complete your first year as a Premium member, but if you’d like to call the office, Sally will arrange to ship one to you.
Regards, Greg Milner, Founder, Worldwide Salon Marketing
PS: as an afterthought, it’s worth noting that many companies would deny customers a forum to air negative comments for all to see on the company website (Do you?). In keeping with our ‘open forum’ view, we have nothing to hide. We’re far from perfect, and when we slip up we expect to be reprimanded.
We certainly don’t keep complaints out, and only air positive testimonials. I think you’ll agree that there is an overwhelming pre-ponderance of positive feedback here, and very little in the way of negativity.
Almost ALL the negative feedback we get from salon owners is from those few who join the Inner Circle program, take all our intellectual property and systems, then either barely use it or use it inappropriately, refuse to pay, and have the gall to complain bitterly when we send their file to a debt collection agency.
We offer fanatical support for our Members. Until that support is abused.
Marty Sams
Jun 23rd, 2010
Hi Greg
Thanks for the response. I was really quite surprised and a little impressed that the moderaters allowed negative comments about the system to reach the public domain.
As long as all Premium Members have access to all updates that come out, then I’m happy…..I was under the impression that only Academy members received the updated toolkit. I’ll ring the office today and get a copy shipped out.
Cheers
Greg says: Yes, Academy members get their upgrade free. Inner Circle members get their when they upgrade to ‘coaching/critique’ level for 2nd year membership.
Gail
Jun 26th, 2010
Hi Guys,
Just wanted to add some comments to the ones above from marty and ‘disappointed’. I won’t deny that I think it is a lot of money to pay for a marketing kit. However – I for one have never looked back and my salon which I started from scratch in a small area (700 homes) has grown by 70% this financial year and will be grossing over half a million dollars. In comparison to the amount for the membership and kit I think I’m the one in front. Plus lets not forget the website, forums and constant emails with our updates. Fabulous! And, you only pay for the kit itself once and with a bit of tweaking to include new more exciting current events you don’t need a lot of different adds. If you don’t know what your customers want then no type of advertising is going to help you much. I for one would not be without the kit and the support I get from the website and emails. Just being able to see what the other salons are doing keeps me motivated. Let’s not forget in the midst of this however, that you need to work hard-really hard- to build a good long term business. A few adds here and there are not going to do it. I market my business EVERY DAY and have a full time employee to also help me with my admin and marketing. Don’t be afraid to give it all a go-what do you have to loose? Not much while you stand to gain a lot.
Gail
Chris Kanochkin
Jul 5th, 2010
I just wanted to add a comment to this. I have been a member for a few years now and although we don’t implement as many ideas as we should we are so busy from our monthly promotions i cant even finish a conversation with Greg when he calls ! I have modified mothers day ads for other occasions and Christmas for something else too. Every month there is something going on so if you may not “like” the monthly triggers then just get out there and think of a theme for yourself and get to it. We have so many positive comments from clients in regards to our in salon posters/flyers etc. They are always looking forward to the next month. I say keep up the great work guys and to those who are disappointed – you have to put in some effort too. (A bit of a blunt statement I also learned from Greg) Thanks Chris
Greg says: Chris, there’s no room for timidity in business. Nobody ever accused me of ‘beating about the bush’:-)