Abch Be Happy Make Money 2008 (Compatible)
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Abch Be Happy Make Money 2008 (Compatible)
- 2. BE HAPPY â MAKE MONEY ï„ ABCH: Board of Directors ï„ Owner: Azarra Salon â Tacoma, WA ï„ Author of Get Some Hairapy
- 3. IN MY OWN LITTLE CORNER ï„ My twenty year journey ï„ Trying to be what I wasnât ï„ This is a âfor profitâ company ï„ Not everyone will like me â and thatâs OK! ï„ We donât want every client
- 4. WHAT MAKES YOU DIFFERENT CAN MAKE YOU MONEY ï„ Define your business personality ï„ Define your target market ï„ Create your Brand ï„ Market appropriately ï„ Live your Brand ï„ Reap the rewards!
- 5. DIFFERENTIATION ï§ Quality is not the issue! ï§ If you arenât the cheapest in townâŠ ï§ clients assume you donât suck ï§ What sets you apart? ï§ What reasons do you give clients to choose your salon over all the others?
- 6. IT IS NOT ABOUT THE HAIR! ï„ How many salons in your town? ï§ Kansas City: 667 salons ï§ Seattle: 1255 salons ï§ San Diego: 1184 salons ï„ Donât sell commodities, sell benefits! ï„ Detail the intangibles
- 7. GET THEM TALKING people donât talk about average businesses that meet their expectations
- 8. WHETHER YOU PLANNED IT OR NOT ï„ Every small business has a personality ï„ That personality is your brand ï„ Brand: what your image means to your customer ï„ Accidental or intentional? ï„ Either you create it or the customers will!
- 9. DEFINE YOUR BUSINESS PERSONALITY ï„ What is the space like? ï„ What is the staff like? ï„ What is your community like? ï„ What experience do customers have in the salon? ï„ Do you have weak links?
- 10. PRICE IS WHAT YOU CHARGE â VALUE IS WHAT YOU GET ï„ What are your prices? ï„ How did you decide on them? ï„ What do your competitors charge? ï„ Can you charge more?
- 11. DEFINE YOUR TARGET MARKET ï„ Understand your customers ï„ What are their ï„ Attitudes, interests, perceptions, preferences, dreams, values, opinions and lifestyles? ï„ The key to failure is to try to please everyone. - Bill Cosby ï„ The salon owners who have success donât try to be all things to all people. Instead they focus sharply on the people in their chairs. -Modern Salon
- 12. WHO CAN YOU SERVE? ï„ Students ï„ Young families ï„ Working women ï„ Business men ï„ Wealthy, stay-at-home moms ï„ Chic retired women ï„ Local small business owners ï„ Care-givers
- 13. CREATE YOUR BRAND ï„ Design your logo ï„ Create toolkit ï„ business cards, menus, newsletters, advertisements, etc ï„ Be sure every staff member is on board ï„ Weed out any non-believers ï„ Create policies ï„ this is how we answer the phone, greet clients, make appointments, etc.
- 14. EFFECTIVE LOGOS ï„ Bold, memorable and appropriate ï„ Communicates the companyâs persona ï„ Immediately recognizable ï„ Has enduring value ï„ Works well across media and scale ï„ Works in B&W and color.
- 15. LOGO ADVICE FROM VISTAPRINT ï„ Express your business personality ï„ Make it POP off the page ï„ bold and memorable ï„ Test with existing customers ï„ Keep it simple ï„ Make it flexible ï„ needs to be clear when large or small, color or B&W ï„ Use it!
- 17. LOGO FOUNDATIONS ï„ Shape ï„ gives weight and balance ï„ Color ï„ creates emotion, triggers memory & gives sensation ï„ Content ï„ business name & tagline
- 18. HOW DO I DESIGN A LOGO? ï„ Any clients who are graphic artists? ï„ Online services cost $99 - $249 ï„ HP Logoworks ï„ Logodesignguru.com ï„ Thelogocompany.net ï„ Search for âlogo design servicesâ
- 22. TAGLINE ï„ Slogan, clarifier, mantra, company statement or guiding principle that describes, synopsizes or helps create an interest. ï„ The best of them evoke an emotional response. ï„ Who is this? ï„ You can do it, we can help. ï„ When you care enough to send the very best. ï„ Donât leave home without it.
- 23. TAGLINES MUST ï„ Be short ï„ Differentiate you from your competitors ï„ Be unique ï„ Capture Brand essence and positioning ï„ Be easy to say and remember ï„ They are usually displayed in small font.
- 24. Every Day Is An Adventure!
- 25. CAN I PRINT A GREAT BUSINESS CARD ON A TIGHT BUDGET? ï„ VistaPrint.com ï„ PrintsMadeEasy.com ï„ OnlinePrintHouse.com ï„ Search âonline printerâ ï„ Donât use âfree business cardsâ option
- 26. WHAT MAKES A GREAT BUSINESS CARD? ï Cheap cards imply cheap service ï Communicate your brand ï Feel of paper matters ï Fonts have a message ï Colors have meaning!
- 27. ï„ Color â Colors have meaning. ï„ Paper â The quality of your card says something about you. ï„ Uniqueness â If your business card doesnât stand out in a pile then people wonât remember you by looking at your business card. ï„ Typography â fonts have a voice, so choose one that best represents you are and is easy to read. ï„ Feel âIf you want to represent that you are a soft and gentle person, make sure your card is soft and has rounded corners. COMPONENTS
- 28. SAME WORDS â DIFFERENT FONTS ï„ Every Day Is An Adventure! ï„ Every Day Is An Adventure! ï„ Every Day Is An Adventure! ï„ Every Day Is An Adventure! ï„ Every Day Is An Adventure! ï„ Every Day Is An Adventure!
- 30. MARKET APPROPRIATELY ï„ Advertise ONLY where your target market will see it ï„ Donât waste $$$! ï„ Use your logo in everything you print ï„ Give business cards to clients who have friends in your target market ï„ Engage clients in talk about your Brand ï„ ASK FOR NEW BUSINESS!
- 31. ADVERTISING NEEDS TO ï„ Create or intensify desire by presenting benefits ï„ Convince that benefits are unique or superior making your business the only rational choice ï„ Impart a feeling of urgency ï„ Not waste $$$ or time
- 32. COME TO OUR SALON WE DO REALLY GOOD HAIR Cuts for the whole family Hair Color & Highlights Perms & Straighteners Waxing Make-Up Hair Styling Some Random Salon 555-555-5555 123 Main St. Anytown, USA 55555
- 33. Board Certified Haircolorists Every Day Is An Adventure! Make your appointment online 253-752-1519 azarra.com
- 36. THE WEB AND THE SALON ï„ Get a âgood enoughâ web site ï„ Write a blog ï„ Put up a page on Facebook, MySpace and LinkedIn ï„ Check out twitter (follow me @auramae) ï„ Have something to say ï„ Be willing to take risks
- 37. A GOOD ENOUGH WEB SITE 5 things you need in your one-page site: 1)A high-resolution logo and other visual materials you use in marketing 2)Short descriptions of your product or service offerings 3)Your contact and location information 4)Testimonials from clients 5)Links to any news articles or directories where your business is mentioned
- 38. WHERE CAN I GET A WEB SITE? ï„ Any clients who are web folk? ï„ Microsoft Office Live ï„ Value Web ï„ Web.com ï„ Smallbusiness.yahoo.com ï„ Homestead.com
- 39. WHAT THE HELL IS A BLOG AND WHY WOULD I WANT ONE? Like a website, only easier! Like a newsletter, only easier! smallsalons.wordpress.com (I want to help!) Top two blogs for easy use: Wordpress Blogger
- 40. LIVE YOUR BRAND ï„ Jump in with both feet! ï„ Look at the salon with client eyes every day ï„ Reinforce Brand at every staff meeting ï„ Take the pulse of the staff and clients to see if you are on track ï„ Make changes as necessary ï„ Like children, Brands need to be fed and nurtured in order to grow!
- 42. REAP THE REWARDS ï„ Look at your appointment book and smile when you have great clients scheduled ï„ Count your money ï„ Count your blessings! ï„ Thank staff and clients for their help ï„ Continue to be true to your Brand
- 43. RECOMMENDED READING ï„ All Business is Show Business - Scott McKain ï„ Becoming a Category of One - Joe Calloway ï„ What Customers Really Want - Scott McKain ï„ How to Sell For Prices Higher than Your Competitors - Dr. Larry Steinmetz ï„ Action! Nothing Happens Until Something Moves - Robert Ringer ï„ The Experience Economy -Joseph Pine & James Gilmore ï„ Get Clients Now - CJ Hayden ï„ How To Drive Your Competition Crazy - Guy Kawasaki
- 44. Available from your favorite bookseller Or Buy Now! Show Special $10 each
- 45. AFRAID YOU TOOK CRAPPY NOTES? Email me! aura@azarra.com I will happily send you a copy. I want you to be wildly successful!