Beauty Advertising that Really DOES Work…
by Greg Milner on 26/05/08 at 11:23 pm
The greatest skeptics often become zealous advocates. From Belmont, New Hampshire, Village Image owner and Inner Circle member Susan Woodbury sent us a couple of excellent ads that brought in thousands of dollars in sales and a bunch of new clients.
(Note to Inner Circle members only: to download Susan’s ads, click on the Inner Circle Members box at the top right of this page. You’ll find them under ‘Getting new customers – hair’)
Susan only joined the Inner Circle at the beginning of this year, and got out of the starting blocks faster than world 100m champion Asafa Powell. Susan features in our Salon Owner Profile in next month’s hard-copy newsletter (we mail it to thousands of salons – click here to get on the list).
Here’s part of Susan’s story:
What inspired you to become a salon owner? I never wanted to be an owner. I worked at three salons before I purchased mine and all of them were not family oriented. their attitude was the job comes first and your family second. I don’t think so!
When did you start your business? 2000
How many staff do you have? 5
What are the two main attributes you look for when you are employing staff? We don’t hire people who have ego’s; it won’t work in this salon. We look for people who want to work in a team oriented salon. So I guess 1) Good attitude 2) Teamplayers.
What’s the most embarrassing or funny thing that has ever happened to you in your business? Funny thing is I don’t embarass easy. But having said that, anyone would turn a little red after asking someone when their baby is due and she’s NOT pregnant. Oops!
What magazines do you currently have on your table in the waiting area of your salon? I went to a hairshow one time and I was listening to a lecture about how salons shouldn’t have gossip magazines in their shop. So I came back after the show, got rid of all the gossip magazines and replaced them with craft, business, etc etc magazines. OH my!!, did I get complaints. “Where’s all the Gossip Ones” clients would say. So needless to say, I carry people, o.k. etc., where my clients say this is the only place they get to catch up on their gossip.
Do you have a website? No, but I’m thinking about getting the one through Worldwide Salon Marketing.
If you could change anything in your salon today – what would it be? Nothing, because I wouldn’t be where I am today without all my mistakes and learning from crappy X-employees. I know every year for me will get better. You have to work hard for things you want in life; they’re not going to come to you. YOU get what you put into things.
Before you became a Worldwide Salon Marketing Inner Circle member did you have any disastrous marketing campaigns? I tried radio advertising that brought me in Zero, Zilch, Nada, Nothing! I did mailings to my clients but I didn’t do the package deals, so I didn’t get the results I wanted. Also when schools ask you to purchase a business card size to help them raise money for whatever they need it for….I would just give them a business card and the money. Well Gee, I wonder why I didn’t get anything from it. Now I know better.
To you, what is the main benefit of being an Inner Circle member? Seeing my numbers go up every month. Yeah it’s a lot of work but it pays off when you see my numbers are down but the salon’s are up. It’s nice to know I’m not carrying the whole salon anymore. That scared me at first because for eight years, if I didn’t work all the time, the bills wouldn’t get paid. I also like the e-mails I get from Greg, they are very motivating to me and I feel it keeps me on track. It can get very overwhelming when you have four or five promotions going on all at once to keep it all organized.
In $$ terms what has been the most successful marketing or sales strategy you have been able to implement from the marketing and sales Kit? Honestly all of it! I ran an ad in January and March that did quite well; but it’s all the promotions that go with that also. Raise the dead letters, queen of referrels, new client letters, montly promotions, monthly newsletters. They all work together. Don’t just do one thing. If you want to see the numbers go up, you need to have several things going on all at once. Remember, initially it IS a lot of work!! But, once you create your system, you will use it or critique it a tad every year
In closing I would like to say how much this really does work. Anybody who is skeptical may feel free to call me (603) 520-0657 or e-mail me at villageimage @ verizon.net I truly believe if you’re struggling in your shop, working 24/7 and can’t keep staff or retain clients, You need to join and watch your numbers sky rocket.
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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. He (sometimes) accepts private consulting clients. |
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