Copyright: TX 6-180-770
Volume 4 Issue 13
July 8, 2008

Andrew Finkelstein, Editor
Published Bi-Weekly

In This Issue
Editor's Note
Tips and Techniques
Recommended Resources
Personal Reflection

If getting and keeping new clients is essential to the health of your business, and it is, what’s the best way to go about attracting them? Since you’re an enlightened owner, you know there’s no single answer to that question, although many owners secretly wish for THE “silver” bullet answer. Life would be, so much easier, wouldn’t it?

So, let’s get back to the real world and the media’s relentless coverage of today's issues—soaring gas prices, sinking housing values, celebrity break-ups and make-ups, let alone a presidential election.

How in the world do you get your prospective client’s attention and keep your existing clients’ interest in the midst of this three-ring circus?

The sensible approach that’ll put your business in the spotlight with your prospects and clients is by creating a salon/day spa that really “knows” its clients (the market). Once you know them, then you can speak (the message) to them through ways (the media) that’ll be heard.

Believe me, as the world is becoming smaller and smaller, it is at the same time becoming much more depersonalized. Your clients want “human” connection—why not just give it to them.

PS: Become a truly intimate salon/day spa . That means no cold, canned “corporate speak” in any of your marketing materials please. Communicating “one-to-one” with your clients (through consultations or direct marketing) amps up your client attraction factor.

“Man is what he believes.” —Anton Chekhov

Introducing the Marketing Action Group Program You don't want more marketing information. You want a breakthrough—a breakthrough in your ability to attract more clients! What's wrong with most marketing programs? They fill your head with a ton of information, strategies, and tactics that you'll rarely use. Sure, the information may be good, but you'll be hard-pressed to know exactly how to apply it to your salon/day spa business. The Marketing Action Group is an advanced marketing program designed to give you what you're looking for—breakthroughs in your ability to attract more clients. The class size is limited so don't delay! Click here to find out more.

Growing Your Business through Charitable Giving

An easy way for salon/day spa owners to market their businesses is by affiliating themselves with charities. Charitable giving is a win-win. It helps the salon/day spa develop a powerful network and helps others in the process. People like to associate themselves with businesses that support causes, which help disadvantaged people in a meaningful way.

If you’re concerned about blurring the line between giving and receiving, you’re not alone. Just remember charities are businesses too. More than ever before most charities understand your motivations. These charities have experience at helping you get a return on your charitable investments.

So which charity, should you choose to participate?

Remember, every charity has a demand on your time and has a variety of ways in which you can participate. Choose carefully and follow these guidelines:

• Look for charities you believe in and for which you have some affinity. You’ll have more fun and be a lot happier if you link up with this kind of charity.
• Look for charities that will give your business meaningful exposure to large numbers of influential people.
• If you are sponsoring an event, choose one where your target market would participate.
• Stay away from charities that promote religious, political, or social agendas that are questionable or controversial in a meaningful way.

How can you use publicity to associate your name with the charity?

• Send press releases to local media publicizing your donations of goods and services to the charity.
• Include your charitable involvement in your marketing materials: newsletters, brochures, signs, cards, etc.
• Get involved in high-profile causes that attract media attention.
• Have the program named after you if you’ve given significant support.
• Get your employees involved: wear pins, place pamphlets in appropriate retail outlets, etc.
• Make sure the charity recognizes your salon/day spa in their publicity efforts.

How do I market our services and products to various constituencies of the charity?

Since most charities have thousands of people who belong to the charity, or who have some sort of affiliation with the charity, you have a great marketing opportunity.

• Directly market to the employees, families members, clients of any group that is directly associated with your charity.
• Advertise your services and products in the charity’s newsletters and magazines.
• Offer special discounts and targeted promotions to people who are associated with the charity.
• Offer a percentage of the sales of a particular product as a donation to the charitable cause.
• Develop a membership program or even a “buying club” for people affiliated with your charitable cause.

Although working with charities is a business building activity, never forget your primary motivation, helping others.

Book Review: No B.S. Direct Marketing: Direct Marketing for Non-Direct Marketing Businesses; Dan Kennedy

Dan Kennedy’s at it again. This “no-holds barred, kick butt, take no prisoners” author has written a book just for you—owners/managers of non-direct marketing businesses.

The case studies allow you to get the hang of how direct marketing works. Once you have that, you can apply the methodology to your salon/day spa to rustle in your herd of clients.

This easy and fun to read book also includes a CD covering a discussion of today’s hottest marketing techniques.

To increase your pre-booking numbers, have a monthly drawing for a complimentary service or product—available only to those clients who have booked their next appointment on the day of their visit.

“I have learned to use the word impossible with the greatest of caution.” —Wernher von Braun

From the Heart

Sometimes charity begins at home, which can be a good thing, especially when home is your business and the recipients of your charitable act are your employees.

Last week Gary Walker and Terry Bell, owners of the Ilo Salon in Washington DC (they also run the ILO Academy for advanced styling and hair coloring) ran a fund raiser for one of their employees whose husband was severely injured in a hit and run accident.

Despite having a health insurance policy, the medical costs had put severe financial strains on the employee to the point where she was in jeopardy of losing her home.

Every one of the salon’s 36 team members got on board and agreed to donate their time to cutting, coloring, and styling clients. A goal was set and the salon publicized the event through its client list, as well as the other local merchants. The end result? The salon raised thousands of dollars, more than enough to save the employee’s home as well as cover additional medical expenses.

As important as the money was, the goodwill Gary and Terry created among the employees, clients, and community was priceless. Talk about leadership. Who wouldn’t want to work for a salon like that!

To Life!

PS:. Medical debt crushing someone you love? Contact Andrew Cohen at Access project medical debt, a national non-profit organization that shows people how they can manage their Medical Debt without losing their home and everything they've worked for: , tel:617-654-9911.

Andrew Finkelstein, President of the Beauty Resource, is a successful New York City-based entrepreneur, author, speaker, and coach who helps professional beauty businesses make a ton of money. Andrew's E-zine The Finkelstein Report is the beauty industry's #1 marketing resource with free articles, marketing tools, and valuable advice for salons and day spas owners. E-mail Andrew at Contact Andrew's Assistant, or call him at 212-831-2421 x202.

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