Download - Abch Be Happy Make Money 2008 (Compatible)
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Be Happy
Make Mone
y
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BE HAPPY – MAKE MONEY
ABCH: Board of Directors Owner: Azarra Salon – Tacoma, WA Author of Get Some Hairapy
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IN MY OWN LITTLE CORNER
My twenty year journey
Trying to be what I wasn’t
This is a “for profit” company
Not everyone will like me – and that’s OK!
We don’t want every client
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WHAT MAKES YOU DIFFERENT
CAN MAKE YOU MONEY
Define your business personality
Define your target market
Create your Brand
Market appropriately
Live your Brand
Reap the rewards!
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DIFFERENTIATION
Quality is not the issue!
If you aren’t the cheapest in town… clients assume you don’t suck
What sets you apart?
What reasons do you give clients to choose your salon over all the others?
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IT IS NOT ABOUT THE HAIR!
How many salons in your town?
Kansas City: 667 salons
Seattle: 1255 salons
San Diego: 1184 salons
Don’t sell commodities, sell benefits!
Detail the intangibles
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GET THEM TALKING
people don’t talk about average businesses
that meet their expectations
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WHETHER YOU PLANNED IT OR NOT
Every small business has a personality
That personality is your brand
Brand: what your image means to your customer
Accidental or intentional?
Either you create it or the customers will!
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DEFINE YOUR BUSINESS PERSONALITY
What is the space like?
What is the staff like?
What is your community like?
What experience do customers have in the salon?
Do you have weak links?
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PRICE IS WHAT YOU CHARGE
– VALUE IS WHAT YOU GET
What are your prices?
How did you decide on them?
What do your competitors charge?
Can you charge more?
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DEFINE YOUR TARGET MARKET
Understand your customers
What are their
Attitudes, interests, perceptions, preferences, dreams, values, opinions and lifestyles?
The key to failure is to try to please everyone. - Bill Cosby
The salon owners who have success don’t try to be all things to all people. Instead they focus sharply on the people in their chairs. -Modern Salon
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WHO CAN YOU SERVE?
Students
Young families
Working women
Business men
Wealthy, stay-at-home moms
Chic retired women
Local small business owners
Care-givers
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CREATE YOUR BRAND
Design your logo
Create toolkit
business cards, menus, newsletters, advertisements, etc
Be sure every staff member is on board
Weed out any non-believers
Create policies
this is how we answer the phone, greet clients, make appointments, etc.
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EFFECTIVE LOGOS
Bold, memorable and appropriate
Communicates the company’s persona
Immediately recognizable
Has enduring value
Works well across media and scale
Works in B&W and color.
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LOGO ADVICE FROM VISTAPRINT
Express your business personality
Make it POP off the page
bold and memorable
Test with existing customers
Keep it simple
Make it flexible
needs to be clear when large or small, color or B&W
Use it!
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LOGO FOUNDATIONS
Shape
gives weight and balance
Color
creates emotion, triggers memory & gives sensation
Content
business name & tagline
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HOW DO I DESIGN A LOGO?
Any clients who are graphic artists?
Online services cost $99 - $249
HP Logoworks
Logodesignguru.com
Thelogocompany.net
Search for “logo design services”
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TAGLINE
Slogan, clarifier, mantra, company statement or guiding principle that describes, synopsizes or helps create an interest.
The best of them evoke an emotional response.
Who is this?
You can do it, we can help.
When you care enough to send the very best.
Don’t leave home without it.
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TAGLINES MUST
Be short
Differentiate you from your competitors
Be unique
Capture Brand essence and positioning
Be easy to say and remember
They are usually displayed in small font.
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Every Day Is An Adventure!
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CAN I PRINT A GREAT BUSINESS CARD
ON A TIGHT BUDGET?
VistaPrint.com
PrintsMadeEasy.com
OnlinePrintHouse.com
Search “online printer”
Don’t use “free business cards” option
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WHAT MAKES A GREAT BUSINESS CARD?
Cheap cards imply cheap service
Communicate your brand
Feel of paper matters
Fonts have a message
Colors have meaning!
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Color – Colors have meaning.
Paper – The quality of your card says something about you.
Uniqueness – If your business card doesn’t stand out in a pile then people won’t remember you by looking at your business card.
Typography – fonts have a voice, so choose one that best represents you are and is easy to read.
Feel –If you want to represent that you are a soft and gentle person, make sure your card is soft and has rounded corners.
COMPONENTS
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SAME WORDS – DIFFERENT FONTS
Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An Adventure! Every Day Is An
Adventure! Every Day Is An Adventure!
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MARKET APPROPRIATELY
Advertise ONLY where your target market will see it
Don’t waste $$$!
Use your logo in everything you print
Give business cards to clients who have friends in your target market
Engage clients in talk about your Brand
ASK FOR NEW BUSINESS!
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ADVERTISING NEEDS TO
Create or intensify desire by presenting benefits
Convince that benefits are unique or superior making your business the only rational choice
Impart a feeling of urgency
Not waste $$$ or time
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COME TO OUR SALONWE 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
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Board Certified
Haircolorists
Every Day Is An Adventure!
Make your appointment
online
253-752-1519
azarra.com
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THE WEB AND THE SALON
Get a “good enough” web site Write a blog Put up a page on Facebook, MySpace and LinkedIn Check out twitter (follow me @auramae) Have something to say Be willing to take risks
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A GOOD ENOUGH WEB
SITE5 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
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WHERE CAN I GET A WEB SITE?
Any clients who are web folk?
Microsoft Office Live
Value Web
Web.com
Smallbusiness.yahoo.com
Homestead.com
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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
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LIVE YOUR BRAND
Jump in with both feet!
Look at the salon with client eyes every day
Reinforce Brand at every staff meeting
Take the pulse of the staff and clients to see if you are on track
Make changes as necessary
Like children, Brands need to be fed and nurtured in order to grow!
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REAP THE REWARDS
Look at your appointment book and smile when you have great clients scheduled
Count your money
Count your blessings!
Thank staff and clients for their help
Continue to be true to your Brand
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RECOMMENDED READING
All Business is Show Business - Scott McKain
Becoming a Category of One - Joe Calloway
What Customers Really Want - Scott McKain
How to Sell For Prices Higher than Your Competitors - Dr. Larry Steinmetz
Action! Nothing Happens Until Something Moves - Robert Ringer
The Experience Economy -Joseph Pine & James Gilmore
Get Clients Now - CJ Hayden
How To Drive Your Competition Crazy - Guy Kawasaki
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Available from your favorite bookseller
Or Buy Now!
Show Special $10 each
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AFRAID YOU TOOK CRAPPY NOTES?
Email me! [email protected]
I will happily send you a copy.
I want you to be wildly successful!