sept/oct 2010 tis magazine

September/October 2010

THE INDUSTRY

JOINS

TNG

ON THE PULSE:

charitable MARKETINGp. 70

Network Salon Services

KEMON

p. 28

Elemis Spa at Merrick Park, Coral Gables, FL p.60

mind mind mind

anexperiencefor

bodymind &

fashionFALL for

top. 56

partnerswith label.m

p. 44

$5.95

BRANDIDENTITY

MARKETING

a guide to successful

22page

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JOB NUMBER:

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COMMENTS:

TNG (Industry Source)

Sep/Oct 2010

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The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from The Industry Source. Prices subject to change without notice. Not responsible for typographical or misrepresented items in catalog.

FEATURES

Angela Andriola, [email protected]

Design Staff:Jon Schofield, Creative DirectorShelly Schroeder, Senior DesignerAmy Bowen, DesignerAdriana Lagrou, DesignerSusan Stevens, DesignerLauren Walton, DesignerJen Boley, Advertising

Editorial & Sales Office:23202 Haggerty RoadFarmington Hills, MI 48335248.374.0388 phone248.347.3351 fax

theindustrysourcemag.com

Cover Photo: Kemon Future Lab Manya 2010

Contributors: Aimee Gurski, Ford Saeks, Patricia Fripp, David Garfinkel, Steve McMains, Heather Lutze, George Torok, Joelle Jay, Ruth Klein, Walt Zeglinski, Erin Ferree, James Kuester, CherryPlanet and Shari Frisinger

© 2010 tng worldwide. All rights reserved.

22page

What is brand identity? Do you

have one? Brand identity is how

you distinguish your business

from the competition, and it

includes everything from your logo,

advertising and décor to the variety

of services you offer and how you

provide them. It is the essence

that makes your business YOURS.

Read on to learn what factors

should be considered when

conveying your unique brand to

current and potential clients.

12 THE INDUSTRY SOURCE September/October 2010

Brand Identity Marketing

26 8 Marketing Truths that will Make You More Profitable

No matter what you may say about your business in print – signage, website, advertising, flyers, etc. – the indirect messages clients receive through services and their experience with your business have the greatest influence. Being aware of the message you send and taking control of indirect messages leads to long-term profitability and client retention.

28 Kemon Joins Network Salon ServicesNetwork Salon Services, a family-owned business that understands the challenges of the independent salon, is now the official Chicago distributor for Kemon. They share the mission and philosophy of Kemon and TNG with a dedicated and knowledgeable team committed to supporting the needs of salon owners and hairdressers through expertise, experience and education.

44 On the PulseTNG partners with label.m, bringing this world-renowned brand to the Michigan market. Read more about their shared vision to support professional salons with unsurpassed products and premier education. label.m was founded by Toni Mascolo and daughter Sacha Mascolo-Tarbuck.

56 Fashion to Fall For

This season, designers give a nod to the classics with collections that trend toward timeless tailored pieces in premium fabrics and cuts. The look is smart, simple sophistication accented with fall’s best textures: fur, textured leather, metal, wool and quilting. Complete the look with the perfect polish. New pallets offer a range of rich, classic saturated colors including deep blues, reds, golds and greens that reflect this conservative opulence.

60 An Experience for Mind & Body

Elemis means “the harmony of opposites” in Hebrew. Read about how this “hybrid” spa offers absolute indulgence combined with scientifically proven therapies to bring balance between the physical and the emotional, and inner and outer health. Premium products and services offer clients personalized therapies.

70 Charitable Marketing

It is estimated that a staggering 90% of small businesses donate to local community efforts and charities. Culturally, giving back is the right thing to do, and it makes you feel good that you are helping out people who need support or working towards a noble cause. But how does community involvement fit into a sound business plan? Learn how to maximize your community efforts so that giving back, in turn, gives back to the business.

SEPTEMBER/OCTOBER 2010

A Guide to Successful

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We have been listening, and we know that you and your clients love Shellac™, but now that you’re hooked, you can’t find any, and you’re not happy.

We deeply regret and apologize for this situation and the inconvenience it has caused you. Let us explain how this happened:

• Inour30-yearhistory,we’veintroducedmanyblockbusterproducts.Theresponsetothemwasnowhere near the response to Shellac.

• Initialproduction–twiceourlargestpreviousproductlaunch–wasgoneinthreeweeks.

Werealizedwehadcreatedanindustry-changingproductinnovationbutweneveranticipatedsuchimmediate,overwhelmingdemand.Wequicklyunderstoodthatthisglobalphenomenon wascreatinganurgentproblemforyouandyourclients. Your needs are our top concern, and right now, priority #1 is to get you back in business with Shellac.

We have already begun to take these actions:

• Drasticallyincreasingproduction

• Airshippinglampsfromouroverseasfactorytoour distribution center

• Simplifyingpackagingtospeedupproductiontime

• Focusingonfulfillingcurrentdemandbeforescheduling any new launches.

We greatly appreciate your business and thank you for your continued patience and loyalty.

With gratitude,

JohnHeffner JanArnoldPresident & CEO Co-founder & Style Director

A MESSAGE FROM CND TO OUR CUSTOMERS

cnd.com/shellacT


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WINMaximize Your Time: 36

Achieve More With Less Customer Retention Can Be Easy! 38

Tanning With Heat: 40Chili Pepper’s Tanning Stands Apart

Everybody Sells! 42On the Pulse: TNG and label.m 44

Announce Partnership

JUST IN!New Products 46

Holiday Must-Haves 50

IMAGEFashion to Fall For 56

Connecting With Your Customers 58 Through Your Brand Identity An Experience for Mind & Body: Elemis Spa 60 Interior Branding 62


CONTENTSMAKE A STATEMENT16 Message from the CEO18 Fresh Content is the New King20 How to Market Your Way Out of Tough Times22 A Guide to Successful Brand Identity Marketing24 Spy on Your Competition26 Eight Marketing Truths That Will Make

You More Profitable

INNOVAT ESPECIAL SECT ION: KEMON28 Kemon Joins the Network30 Kemon Coaches’ Corner32 At Avantgarde, Service is TOPS34 Bassett Introduces

ColorMasters for Kemon

CONNECT64 Ask the Industry66 TheAcademy: Schedule of Courses70 Charitable Marketing72 Don’t Let Your Emotions Control You76 Reader’s Response78 Recipe: Roasted New York Apple & Squash Soup

RESULTS80 Ad Index80 Share the Success81 thebeautybook Sale!92 The Industry Source Exclusive Sale!96 The Last Word

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MAKE A STATEMENT | Message from the CEO


LA

RR

Y G

AY

NO

R, P

RE

SID

EN

T &

CE

O

This issue is about making a statement. In an era of social networking, texting and uncertainty, it is

very difficult to stand out and let others know what you are doing.

One way to make a statement is through community. Sunday, Oct. 3 is our signature fundraiser for

the American Cancer Society: DREAMS featuring Tiffany. This year we have remarkable headliners

showcased on stage including Michael O’Rourke, Carlo Bay (Italy’s top hairdresser) and Antonio

Corral of Moroccanoil fame. Master of Balayage Eric Lindsey will also be leading the Kemon

Technical and Artistic Team. DREAMS has raised more than $1 million. See page 37 for more details.

Sunday, Oct. 10 is the American Cancer Society’s annual STRIDES event and once again, TNG is a national

sponsor. An estimated 10,000 walkers will descend on beautiful Belle Isle in Detroit. Last year the event

raised over $800,000 and we hope this year’s walk will be just as successful. Please visit cancer.org for

more information on how you can participate in your area.

Another way to make a statement is to sell products that major discounters do not. Consumers are

very selective in how they spend their dollars. Convenience and an “I’m already here” mentality is

more alive than ever. Give your clients something exclusive and a reason to shop with you.

TNG has added label.m and Michael O’Rourke hair care products to its Michigan lineup. Further,

our Hospitality Department now has full production facilities to customize bottles with your logo

with label, digital print or silk-screen. We also fill bottles with your choice of Ginger Lily Farms spa

products. We are amazed at the response from salons and spas. And if you look on pages 48 and

49, you will see that TNG is the first beauty distributor to offer medical-grade supplies. Not only is

the quality superior, so is the pricing.

Lastly, offering superior customer service is a perfect way to stand out. Texas is the fastest growing

state in the USA and to better serve our Texan customers, we are opening up a Dallas distribution

center scheduled for Nov. 1. This will give us the ability to offer one- and two-day service to not only

Texas, but the surrounding states as well.

As always, thank you for partnering with TNG.

LARRY GAYNOR, PRESIDENT & CEO, tng worldwide800.362.6245

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MAKE A STATEMENT

6 Tips to Help You Effectively Leverage Your Blog

Use your blog to increase credibility. Make sure your blog is well written so it entices the curiosity of a visitor. Also ensure each of your postings allows users to ask questions and clarify doubts they might have. Organize your blog so it also allows your customers to easily find the information they are looking for by using the proper keyword tags and categories and a search option.

Use your blog as an education based marketing tool. Blogs serve the role of a teacher, so make sure your blog has valuable information for your visitors so they can learn more about your industry, viewpoints, area of expertise, products and specific technical information on a variety issues. Furthermore, your blog must be a place where visitors can send feedback and questions to you, which you can then respond to with helpful, relevant information and answers.

Use it to boost product sales. Detail all of the benefits and usage of your product or service on your blog. This attracts prospects to your website, while at the same time keeping customers updated on the latest developments with your company’s products or services.

MAKE A STATEMENTMAKE A STATEMENTMAKE A STATEMENTMAKE A STATEMENTMAKE A STATEMENTMAKE A STATEMENTMAKE A STATEMENTMAKE A STATEMENT

fresh content

is the new king

How to leverage your blog to attract new prospects and grow your business

You might have heard the saying “Content is King.” This idea is now updated, because fresh content is the new king. According to Technorati’s State of the Blogosphere series, more than 900,000 blog posts are posted every 24 hours. By posting this fresh content, bloggers are able to add timely and valuable content for their readers, while at the same time increasing traffic to their site, building relationships and establishing themselves as the expert in their fields.

There are more than 200 million active blogs out there and three-fourths of the people who use the Internet read blogs. So what’s all of the hype about blogs and why should you care? By creating and effectively leveraging a blog for your business, you will rank higher in search engines, attract more targeted traffic to your site, create and establish repeat traffic, and get more sales of your products and services, and that’s just scratching the surface of the benefits blogs can offer you. As a marketer for your business, your purpose is to communicate the value of your products and services. Blogs allow you to do that in a much more personal and interactive way.

When planning your blog start by focusing on the benefits to visitors of your site. What do you think they’d want to know more about? Ask your customer service, sales people or receptionist to make a list of the top questions or areas of concern relating to your business. Spend some time researching and reviewing other blogs on your subject or topic area. You’ll quickly find many ways that adding a blog to your marketing plan just makes good business sense. As a marketing tool, it allows you to create a much more personal relationship with your viewer than regular web content. In being able to establish a personal relationship with your prospects, you will walk them through the process of knowing you, liking you and then trusting you, which will then lead to them buying your products or services.

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When talking about Blog Marketing it’s important to make a couple of distinctions. The first is “using a blog to help to market your website.” In this perspective, the blog is mainly used as a traffic-generating strategy. Your focus is on adding keyword-rich content in various formats — text, audio and video postings — that meets your readers’ needs or desires and gets ranked by the major search engines.

The second distinction is “marketing your blog.” Many blogs are not standalone websites, but are part of a bigger website and can be used for publicity and public awareness. In this case you may just want visitors to come and read the content posted on your blog, and then hopefully they click through to other pages and make a purchase.

There are many reasons for building your business blog — perhaps as a place to highlight product reviews in a more personal way or write posts which link to the products pages of your site with more product details. You can write about how people use your products or services, like case studies, and write about news and upcoming events — for use internally or externally. Remember that personal recommendations are key factors in buying decisions, so let your blog help facilitate this and in the process give potential customers helpful information to encourage sales! s

WRITTEN BY FORD SAEKSABOUT THE AUTHORFord Saeks is best known for his ability to position people and their products and services for profit through proven Internet marketing, innovative publicity and sales campaigns. He is the “go-to” guy when you want to increase targeted traffic that converts into sales. Learn more about how he can help you find, attract and keep your customers at ProfitRichResults.com.

Use it as a tool for internal communication. It is accessible to everyone in your company, so why not make it a central place for company information and updates? Display all of the latest events and the future plans or training for your company. Implementing these and other strategies will help your blog play a key role in helping you communicate to the employees of your company.

Blogs also make great Content Management Systems (CMS). In addition to regular blog postings you can also use blog software to update and manage the content of specific areas of your website.

Use your blog to establish powerful word-of-mouth marketing and recommendations.Create postings that invite comments. Viewer comments on your blog create extra content which in turn will help raise your search engine rankings and attract more visitors. Also, everyone trusts the opinions of others more than they trust the marketing copy communicated by the companies selling products. Generate content that entices your prospects and customers to post their thoughts and comments on your products, services and company.

tngM_SO10_18-19 Fresh Content is King.indd 2 8/11/10 11:13 AM


MAKE A STATEMENT

If you want to do this through direct mail or e-mail, you can give old customers a special “Welcome Back” offer — a freebie, a discount, or a bonus when they resume doing business with you.

2 Offer prospective customers a free sample. This is an obvious but often overlooked strategy that certainly can work for your business. Everyone from grocery stores (who offer tidbits of food) to high priced consultants (who could offer a free first hour) can use this strategy effectively. Don’t think it will work in the corporate world? Hmmm... ever hear of a company called AOL?

3 Focus your advertising. Many businesses think “keeping your name in front of the public” is a valid advertising strategy. It’s questionable at best, but it’s way too risky and low-yield in tough times. Instead, make sure your advertising is only in publications that reach your best prospects, and — this is the most important part — make a specific offer and call to action to get readers of the ad to call you.

4 Let your customers help you out. Business is always a two-way street. Some of your customers who you’ve helped in the past will be glad to return the favor. Often, all you have to do is ask. Two things you can ask for: testimonials and case studies you can use in your sales presentations and advertising.

Another way they can help you: by giving you referrals. And if you have an influential customer who’s appreciative of

There’s uncertainty in the air, and most

businesses are making a terrible mistake

right now in their efforts to ride out

the tough times. They’re cutting back

on marketing and waiting until the

economy improves.

In an economy like this, cutting back on marketing is flirting with business suicide. What you should do instead is increase your marketing without increasing the amount of money you spend. This will not only protect you from sales declines, but will also strengthen your business against the threat of deep-pocketed competitors, who may see tough times as a great opportunity to outmaneuver you and grab some of your customers.

How do you get more marketing bang for fewer marketing bucks? By using proven lower-cost, higher-yield methods. Here are five sure cures for marketing woes in tough times:

1 Get back in touch with old customers. It’s all too easy to ignore your old customers, but they are often your best source for new business. Sometimes sending a personal note, making a phone call or inviting an old customer to lunch is all it takes to rekindle a business relationship.

How to

out of ToughTimes

Market Your Way

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what you’ve done, ask that customer to write and send an endorsed letter to others recommending your business. Offer to pay for the printing and postage, and help with the writing if necessary.

5 Give extra attention to high-integrity behavior. If you think you’re the only one who’s a little nervous about a lot of things right now, you’re not. Recent tragic events have increased feelings of distrust across the board. To set yourself apart in the marketplace, go out of your way to conduct business in an especially trustworthy manner. Bend over backwards to be fair about refunds and exchanges.

Do all you can to act in your customers’ best interest, even if it means referring them to a competitor (if you don’t think you’re the best choice for what they want). High-integrity actions can hurt a little in the short-term, but payback is remarkably quick and well worth any sacrifice you may have had to make. If you get (or strengthen) a reputation for being trustworthy, that can be the most precious marketing asset of all in the times ahead. ▲

WRITTEN BY PATRICIA FRIPP AND DAVID GARFINKEL

ABOUT THE AUTHORSPatricia Fripp is an executive speech coach, sales presentation trainer, and keynote speaker on sales, customer service, promoting business and communication skills. She works with companies large and small, and individuals from the C-Suite to the work floor. She builds leaders, transforms sales teams and delights audiences. She is the author of Get What You Want!, Make It, So You Don’t Have to Fake It!, and is a Past-President of the National Speakers Association. To learn more about having Patricia do her magic for you, contact her at Fripp.com, call (415) 753-6556, or e-mail [email protected].

David Garfinkel has been described as “the world’s greatest copywriting coach.” He’s a successful results oriented copywriter and the author of Advertising Headlines That Make You Rich, which shows you exactly how to adapt proven moneymaking headlines to your business. Find out more about David Garfinkel at davidgarfinkel.com.

tngM_SO10_20-21 Market through tough times.indd 2 8/11/10 11:02 AM


Brand name, in a nutshell, is the

essence of your business. If we follow

the dictionary of business management

brand is “a name, sign or symbol used

to identify items or services of the sellers

and to differentiate them from goods

of competitors.” Simply speaking, brand

is the image of the company developed

in the mind of consumers. It helps

customers to identify the company’s

products or services from the others.

In this highly competitive business world it is essential to develop good marketing strategies and follow them religiously. Therefore, brand identity marketing is an essential part of the business. But there is a thin line between brand identity and corporate identity that one needs to understand in order to develop effective branding strategy.

Differentiate between Brand Identity and Corporate IdentityBrand identity is the total proposition that includes the performance quality, services and support along with the promises the company makes to its customers. The brand can be perceived as a set of values that helps to acquire a place in people’s minds. Brand image is how people see the brand while brand identity is very much what the company wants their brand to be perceived by the consumers out there.

Corporate identity, on the other hand, can be translated into the visual aspects of a company’s existence. Building or reviving corporate identity entails modifying and modernizing logo, image designs and security aspects while keeping the core of the brand– that is, the name and image to its customers as it is. Unfortunately many companies get lead astray by various business consultancies while building their corporate identity. It is a misconception that changing logos, posters, advertisements and outlet designs of the company will help in popularizing brand.

Develop Brand IdentityThere are several aspects of building and marketing brand identity. Systematic and practical approach can definitely earn you a good name to stand out in the constantly varying consumer world. To promote brand identity you can buy a ‘brand kit’ comprised of a logo, business cards, letterhead, envelope, brochure and — most importantly — a website. All are uniquely designed to create a distinct identity for your company.

Create a PersonalityBranding can be given a personality to represent the business. If you are the sole owner of your business your brand name could reflect the positive sides of your personality, while for joint ventures, focus could be on consumer psychology and the quality of products and services.

Identify Unique QualitiesWhile exercising brand identity development, find out and highlight some unique qualities of your products or services that will make you stand out in the crowd.

Remind CustomersBranding strategy implies creating an impression of your company with consumers and potential customers. Repeated use and display of the brand name definitely helps in constantly reminding consumers about your company and might kindle the desire to buy your products. Internet branding opens up multiple avenues to reach a target audience and convey your product message in a cost-effective way.

Professional ApproachApart from the creative element, the brand needs to maintain corporate professionalism. Professionalism entails quality. Quality is the ultimate thing that the customers look for in your products and services. So, there is no better branding alternative than good service and quality products.

In reality, brand is that intangible association between company and the consumers that develops with time and creates a difference to the customers’ view towards the company. Changes to visual aspects of the business are not enough to change customers’ opinions regarding quality of products and services of a company. Such changes can only increase awareness and assure people about the company’s concern for how it looks and presentation. Therefore, the key factor behind the success of brand is evolution and not revolution. ▲

WRITTEN BY STEVE MCMAINS

ABOUT THE AUTHORSteve McMains is a media professional and writes for different online publications on the media and advertising industry. For more information on branding strategy and brand identity marketing, he recommends you to visit brandweek.com.

a guide to successful

MAKE A STATEMENT

Identity Marketing

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MAKE A STATEMENT

Looking for a Better Web Strategy?

As a website owner, you wear many hats:

webmaster, content writer, e-mail

manager and marketing guru.

Keeping up with all the demands

of managing a website can

be daunting and keeping up

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impossible. How do

you manage your

time and resources as well

as keep your site equal or

above your competitors?

The answer is simple — you spy on your competition. In fact, with a little covert intelligence gathering, you can see what other websites are doing better, equal, or worse than you. And best of all, this spying is perfectly legal!

If you’re like many website owners, you may feel that your site is not meeting its full potential, causing you to lose revenue as well as repeat customers. Additionally, finding new customers may be challenging and you feel like you are spinning your wheels without moving forward. If any of this sounds familiar, rest assured you are not alone… and you can do something about it.

Gather Competitive Intelligence — “007 Style” You can find many tools online that will enable you to assess your site’s findability compared with your competitors. While you won’t find anything as exciting as a missile firing from the hood of a brand new BMW, you will find some cool tools that are free or low cost and that will give you an edge in marketing your site. Following are the essentials of your Spy Tool Kit:

Tool #1 – SEOmoz.org This tool measures the strength of pages, blogs and entire domains based on factors inherent to popularity, influence and ranking ability. This allows you to see your impact compared against others in your industry.

Tool #2 – Websitegrader.com This free search engine optimization (SEO) tool measures the marketing effectiveness of a website. It provides a score that incorporates things like website traffic, SEO, social popularity and other technical factors. It also provides some basic advice on how the website can be improved from a marketing perspective.

Spy on Your Competition

Tool #3 – SpyFu.com SpyFu.com is a free pay-per-click tool that gives great intelligence on how competitive certain keywords are in Google. In addition to giving insight on the cost-per-click and average number of clicks per day, SpyFu also displays the ad text for the competitors in this space.

After running all three tools on your site as well as the sites of your three major competitors, you can see how you rank in comparison and where you need to make some changes. You may very well find that the competition is stronger in terms of SEO, that they have a better website strategy than you, and/or that they are using pay-per-click more effectively. But don’t give up. You can use the data you gather to make some key strategic changes, become more competitive online, and start to match or exceed your competitions’ high scores.

The Perfect Recipe for Success… Shaken, Not StirredKnowing the spy intelligence data is one thing; now you have to act on it and make some positive changes to your web strategy. Following are some common changes many website owners make after spying on their competition. As you’ll see, it’s time to take your reconnaissance spy mission — and your web presence — to the next level.

Tip #1: Blog as if your company depended on it.It’s very likely to find that your competitors don’t have a blog, or that they’re not blogging often enough to be beneficial. Therefore, by simply setting up a blog and using core keywords in your blog posts, you can gain a tremendous competitive advantage.

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Tip #2: Have the best pick-up lines at the PPC cocktail party.For many website owners who do pay-per-click (PPC) advertising, one of their biggest frustrations is having a low conversion rate. The key to running a successful pay-per-click campaign is having solid ad text (the four-line entry that will display on the results pages in the area of the page called Sponsored Links). It is extremely important to understand the ad text landscape when you write your ads; otherwise, your competitors may have an identical or more compelling offer than you.

SpyFu shows what ads your competitors are running in PPC, as well as how competitive a keyword is. Using this tool, you may decide to select a longer tail keyword that has fewer competitors. For example, the term “video surveillance” has 21 competitors, while “video surveillance security system” has only 7 competitors.

In addition, when crafting ad text, look at the key ad message of your competitors. If everyone else is advertising low prices, you should stand out by making a different offer, such as best quality or free shipping to differentiate yourself from other advertisers.

Tip #3: Select your spy team. While knowing what your competition is doing right now is great, you also need to monitor them for the long term. But what if you don’t have a lot of free time to constantly scan the web for what your competitors are doing? Wouldn’t it be great to have a team of spies crawling the Internet for you and sending you an e-mail as soon as your competitors post anything?

It’s time to meet your spy team: Google, Yahoo and MSN Alerts. Setting these alerts can keep you abreast of anything posted under your competitor’s names, website URLs and core keywords.

• Alerts.Google.com: Sends you updates to any targeted keywords from Google

• Alerts.Yahoo.com: Sends you updates to any targeted keywords from Yahoo

• Alerts.MSN.com: Sends you updates to any targeted keywords from MSN

Simply create your account with each alert system, list the keywords you want alerts on, then sit back and watch the alerts as they come in. Setting alerts can help you stay on top of your competitors without having to spend hours searching and reading the competitive landscape in search engines.

Mission CompleteUsing these tools and tips, your website stands a much better chance of beating your competitors to gain valuable new markets of consumers. Remember, for successful findability, you must understand the findability of your competitors and adjust your campaigns accordingly. By matching and beating the pay-per-click, SEO and social media offerings of your competitors, you are setting yourself up to succeed on your Internet marketing mission. ▲

WRITTEN BY HEATHER LUTZE

ABOUT THE AUTHORHeather Lutze has spent the last 10 years as CEO of The Findability Group, formerly Lutze Consulting, a Search Engine Marketing firm that works with companies to attain maximum Internet exposure. A nationally recognized speaker, she is the author of The FindAbility Formula: The Easy, Non-Technical Approach To Search Engine Marketing (Wiley and Sons). Heather is a lead speaker for Pay-Per-Click Summit, and previously spent two years speaking for Yahoo! Search Marketing. For more information, visit FindabilityGroup.com.

Spy on Your Competition

tngM_SO10_24-25 Spy on the Competition.indd 2 8/16/10 4:51 PM


MAKE A STATEMENT

888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888888Marketing TruthsTHAT WILL

MAKE YOU MORE PROFITABLE

Beware of the dangerous marketing myths that can destroy your business. You’ve probably heard most of them. Many are spread by the marketing mystics who don’t understand or don’t want you to understand the simple realities of marketing. The challenge for you is to sort the truths from the myths and the mystics from the masters.

Read this article and study each of these marketing truths to increase your profits and reduce your losses. Think about how you will apply these marketing lessons to improve the profitability of your business.

1 Marketing is about sending messages

Everything you do or don’t do sends a message. Marketing is much more than advertising. Marketing includes your customer service, company policies, telephone manner, community presence and supplier relationships.

2 Marketing is about building relationships

We would rather buy from those we know and like. Marketing is how you help prospects know and like you. Marketing builds and maintains the relationship that keeps them coming back for more.

3 Marketing is long term

The payback on your marketing of today might happen next week, next month or next year. In some businesses the cycle could be even longer. Learn what your cycles are and stick with it throughout the cycle.

4 Marketing is part artand part science

Effective marketing is built on systematic principles and based on the science of persuasion. The delivery of your marketing is differentiated by your personal flair and flavored by the art of creativity.

5 Marketing is always happening — whether you intend it or not

Some business owners claim they don’t market. Nonsense! You cannot not market. Everything you do is marketing. Some of it is intended and much of it is unintended. But you are always marketing. The question is “Are you aware of the messages you are sending?”

6 Marketing is everyone’s role and responsibility

It’s easy to identify your sales staff as the ones who close the deals. “Who’s marketing?” is a more difficult question. You are missing the point if you think marketing is the sole responsibility of your “marketing department.” Everyone in your company is marketing, from the delivery-van driver to the accounts payable clerk, to the production foreman.

7 Marketing is everything you do that makes it easier to sell

Good marketing helps you close deals. Bad marketing wastes money and kills deals. Evaluate all your marketing actives and rate them on how well they help the sales process. Stop or improve any marketing that you rate as possibly negative.

8 Marketing occurs on both a direct and indirect level

The facts and the feeling. The intellect and the emotion. The look and the smell. The realities and the perceptions.

It is the second part of each of these comparisons that moves people to buy or decide not to buy. Facts don’t matter much when it comes to the buying decisions of your clients. The indirect level of marketing often overwhelms the direct marketing. Are you aware of the indirect messages that you might be sending?

ConclusionIt’s not your fault if you have heard marketing myths from the mystics. But it will be your loss if you believe them. Now that you know these eight fundamental marketing truths you have the knowledge to re-evaluate your marketing and enjoy greater profits. ▲

WRITTEN BY GEORGE TOROK

ABOUT THE AUTHORGeorge Torok helps business owners gain an unfair advantage over the competition. He is the co-author of the best-selling Secrets of Power Marketing. Claim your free copy of “50 Power Marketing Ideas” at PowerMarketing.ca. Arrange for a marketing presentation or personalized marketing coaching by calling 905-335-1997.

tngM_SO10_26 Marketing Truths.indd 1 8/11/10 10:15 AM



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28 the industry source September/October 2010

innovate

What was the inspiration behind starting Network Salon Services?

The inspiration came from my desire to have a family business that my wife, children and I could work in together every day. As a young man, I had friends whose families had their own businesses. I admired those families and I envied my friends. When the opportunity arose for us to become a distributor, my family and I agreed that it was a good choice for us, and we have been working together ever since.

How do you choose the products you offer? What lead you to choose Kemon?

We have attempted to choose brands that are serious about the salon owner and who have the interests of hair dressers at heart. Larry Gaynor is serious about salons and the long-term welfare of hair dressers and the professional beauty industry. Kemon is a reflection of Larry’s passion. We believe that we have made a lifetime commitment to Kemon and Larry because of these shared beliefs.

What aspects of Kemon products do your clients find most desirable?

A salon that is serious about hair color ultimately finds its way to Italian hair color. Kemon offers the best Italian hair color, period. Kemon’s color range, technology, research, development and commitment to the salon professional are unparalleled.

What kind of Kemon educational opportunities are you offering your clients?

We will be offering in-salon training, Look & Learn regional events, color correction classes and advanced color formulation programs.

Describe your industry experience.

I began selling salon supplies in Reno, NV in 1994. It took awhile before I realized that selling to hairdressers and salons was about the exchange of quality information and the investment of quality service time. Once I had learned this, I found a home in this industry and have never looked back.

What are the qualities your clients look for in the products you offer? How does Kemon meet or exceed your clients’ expectations?

Our salon clients are looking for quality training, superior product performance and brand exclusivity. Kemon offers all of this and more.

Responses provided by Brian Hill, Founder and CEO Network Salon Services

Network Salon Services1200 W 35th St.Chicago, IL 60609888.912.8400

Founded: 2004

Number of Employees: 16

Serving: Illinois, Indiana, Ohio

Website: networksalonservices.com

Last month Chicago-based Network Salon Services partnered with TNG

and Kemon to become the greater Chicago area’s full-service distributor of

Kemon products. Network Salon Services owner Brian Hill says he is excited

to be a Kemon partner in a market where salon operators are looking for

better prices, service and a quality brand. “We can handle the service and

price,” he says, “and are thrilled to now provide Kemon’s brand and quality

of product to our customers.”

Network Salon Services Joins TNG to distribute Kemon in greater Chicago area

tngM_SO10_28 Kemon in Chicago green.indd 1 8/12/10 3:42 PM

tngM_SP10_29_Hair Maniac AD.indd 1 8/11/10 12:32 PM


INNOVATE

Coaches’ Corner Eric Lindsey,

Kemon National Platform Artist

Kemon National Platform Artist Eric Lindsey, a respected colorist and master of Bayalage, is constantly looking for the latest trends, products and inspirations.

Since joining the team, Eric has experienced the fresh energy surrounding Kemon. He fuels that energy by offering advanced education courses such as his Blonde Solutions course held at TheAcademy in Farmington Hills, Mich. in July.

In talking with Eric, you easily discover his passion for learning and education and his drive to stay at the forefront of style.

Setting the trendwith Eric Lindsey

What led you to a career in the beauty industry, and how did you get started?

I studied art in college, but didn’t know how to make any money as an artist when I graduated. I had a friend who had a hair salon in Dallas, TX, who recommended I take an apprenticeship at a salon. So, 17 years ago I took a color apprenticeship with Jose Eber, studying in California and training in his salon in L.A. When the apprenticeship was completed, he moved me to his salon in Dallas. I had clientele in both Texas and L.A., so I would fly back and forth.

About this time, I learned how to do Balayage, and then went to Paris to hone those skills. Jose Eber moved to Houston, TX in ’97, and I went there to work in the new salon. For the past 12 years I have worked as an educator, traveling across the U.S.

When did you open Kharisma Hair Studio?

I opened my own salon in Houston four and a half years ago, and now we’re adding an additional 2,000 square feet, doubling the size. At my salon people specialize in either color or cut. You build a better clientele that way, by teaming up on clients and going for the total look. A service at Kharisma starts with a detailed consultation with both a stylist and colorist. We take into account your lifestyle, your personality, and then we decide what the best kind of action would be. The ultimate result is based upon the synergy between us and the client.

How did you discover Kemon?

I’ve worked with Robert and Sylvester DeBartolo (Kemon National Artistic Coaches) for a long time. They have a very talented group of people working for them. They told me about Kemon and invited me to come and judge at Kemon Nights last year. The event was amazing in so many ways, but particularly I was amazed at the excitement around the brand. It’s been a long time since I’ve been around that. I feel

such a connection to the DeBartolos and am honored to be working with them.

What led you to decide to partner with Kemon as a National Platform Artist?

I have a high respect for Robert and Sylvester. They are upbeat and some of the best platform artists I’ve ever seen. I knew if they were excited, I needed to get on board.

What are some of the more challenging things you have done in your career?

I’m definitely drawn to the challenge. I have always sought out people who had more to offer than I felt I did. I challenge myself to train with the industry’s top talent, if I can. For example, Sylvester has an artistic touch you just can’t find with anyone else. You can’t think you know everything, so I try to learn as much as I can from everyone. I even learn from students. I look for people who have a different look and try to take what they have.

What inspires your style and your technique?

I try to keep up through magazines and by traveling overseas to see what is happening on the streets of Paris, London and other trend-setting cities. This summer I was looking at people from all the different nations at the World Cup, watching the interviews to see what styles they wore. Europeans set the trend for fashion, so I stay on top of what’s going on over there. I also have friends and connections at major hair salons in Europe to keep me informed. Then I can create my own take on what they are doing, finding something that works in the U.S.

Which Kemon color products are your favorites?

Overall my absolute favorite is Yo.Coloring. It’s very easy to cover for any type of hair. I also love the Cramer line. I love the predictable results, and particularly the lighteners. s

Eric will lead the Kemon Technical Team and Kemon Artistic Teams in a live stage presentation for the U.S. debut of the NEW NaYo Ammonia-Free, PPD-Free Permanent Hair Color.

For more information or tickets, visit thetiffanyawards.com or call 800.362.6243.

Catch Eric at DREAMS featuring The Tiffany Awards

October 3, 2010 in Warren, Michigan!

Eric demonstrates his technique during the Blonde Solutions course at TheAcademy in July.

tngM_SO10_30 Coaches Corner.indd 1 8/11/10 10:04 AM

Ammonia-FREE,

PPD-FREE, low-odor, since 2006

Created by Kemon, Italy’s brilliant hair color and styling company, Yo.Coloring is loved by stylists and clients across Europe and the U.S. for amazing color results combined with a gentle service enriched with yogurt extract to nourish, hydrate, restore and protect.

• Therapeutic yogurt base

• Delayed micro-pigment delivery

• Up to 100% gray coverage

• Lightens up to 2 levels

• 35 colors in 8 series of tones

Custom service for three types of clients, identifi ed by accredited marketing studies:

Mixy Milk 1 for Free Clients – thosewho don’t want change or touch ups. Creates discrete demi-permanent tones, with no regrowth.

Mixy Milk 2 for Classic Clients – those who want intense long lasting color witha deposit only result.

Mixy Milk 3 for Avant Garde Clients –those who want vivid, obvious results. Creates perfect coverage and up to 2 levels of lightening. Creates intense colors and up to 100% gray coverage.

Gentle, nourishing service.Long-lasting, intense color.

C O L O R I N GYogurt based color

The Artist’s Choice.

Create to your Art’s content!

Family owned since 1959, Kemon products embody the pride, passion, confi dence and integrity that hairdressers stand for.



tngM_SO10_31 YoColor ad.indd 1 8/11/10 9:54 AM

With a commitment to customer service

through a loving, caring attitude,

Avantgarde dé Salon & Spa in Grand

Rapids, Mich. has won the Grand Rapids

Press TOPS in GR award two years

running, being recognized in three

categories: Best Hair Salon, Best Nail

Salon and Best Day Spa.

The philosophy that guided them to success is that of owner Bonnie Moore. She believes in creating a sanctuary for clients. Most importantly, she listens to, learns from and takes care of her staff.

“One key thing I’ve learned is how to treat people. I have created an environment where my staff feels safe and respected. I treat them with the utmost loving care and I do the same thing for each person that walks in the door,” Bonnie says. “Each person has a different story and we don’t know what that story is when they walk in. Our mission is to offer the best possible service and experience for the time they are with us.”

As an extension of Bonnie’s philosophy, her salons feature soothing color schemes, artwork and decorative accents that indicate a cozy, upscale feeling. Overall, the look is warm and inviting, yet remains stylish with contemporary black styling stations.

Bonnie was originally a client of Avantgarde dé Salon & Spa and felt that her life experiences would enable her to run things differently and fulfill her mission to make a difference in people’s lives. She sent an anonymous letter of intent to buy the salon and officially purchased the salon in October of 2007, despite her lack of industry experience. For 15 years she was a homemaker, and prior to that she had worked as an accountant for a large corporation.

With the help of Heather Riggle, a top senior stylist at the salon, Bonnie was put in touch with people at TNG who helped her re-vamp the business. Bonnie visited The Pavilion in Farmington Hills and purchased all new equipment. In February 2008 she hosted 200 people at her salon’s grand re-opening. She was most impressed at TNG’s level of support, with both The Industry Source’s Director of Sales Randy Riggle, and her Beauty Expert Nancy Markham in attendance.

“If it were not specifically for Heather and Randy getting me involved with Kemon and the Gallup training that I received from TNG, I can’t imagine how I would have done this,” she says.

Today Bonnie owns two salons, one in Grand Rapids and a second in nearby Hudsonville. Though she may have entered the business without prior industry experience, when she’s talking about products with clients, she lights up. Bonnie thinks this is because she truly believes in what she’s doing and in the products. She is confident that she is offering clients the best in both services and products which reflects her passion to always make a difference.

“Larry Gaynor [tng worldwide CEO] provides us with the best possible product lines. He also supports us with education, events, resources and everything else he does for salons throughout the year,” Bonnie says.

Kemon has been truly remarkable for the salon, Bonnie says, offering outstanding color lines that are healthy for hair and produce beautiful results. They provide the absolute best in non-diverted retail product lines (Hair Manya, Liding Life and Actyva) that address all of their clients’ needs. Plus, she feels the education program is the most comprehensive, ranging from Kemon Owners’ Circle education to Coaches’ programs to Kemon Days and Kemon Nights.

“I’m truly thankful to be associated with such a fantastic organization,” Bonnie says.

Her ultimate goal is for salon staff to be the best they can be. Education is not encouraged, it is required, and Bonnie goes so far as to pay for their education. She knows in this business it can be tough for stylists to make a living and just as tough for salon owners to be successful. But because it means that much to her, she gladly provides education to her staff without asking them to pay for it.

Bonnie appreciates how both the educators and TNG continue to show their commitment to helping each salon grow and prosper, keeping them up to date on the latest products and industry trends. s

WRITTEN BY AIMEE GURSKI


INNOVATE

“Our mission is to provide clients with the highest quality of customer service, by committing ourselves to be the best through ‘continuous improvement’.

We pledge to make a difference for clients and our staff by focusing on character, integrity, respect and loyalty. Our business philosophy will always incorporate fairness and good moral ethics by doing the right thing.

The passion to make a difference touches lives in immeasurable ways.”

—Bonnie Moore, President and Owner

dé salon & spaAvantgarde

Service is TOPSAt Avantgarde,

tngM_SO10_32 Avant Garde Service.indd 1 8/11/10 9:49 AM



The Artist’s Choice.


• 3-minute processing

• Extreme brilliance

• Deep nourishment

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Keep Color Real... Kroma Seal!

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INNOVATE

Bassett IntroducesColorMasters for KemonIn California, Bassett Salon Solutions and the Kemon education team are supporting salons through premier education with the creation of ColorMasters.

This series of technical and hands-on advanced color training began as a shared pipe dream for Robin DeBerard, Kemon Technical Director for California, and Aaron Michael Kosiba, Kemon National Technical Coach. Their vision was to offer a unique, in-depth look at the color and structure of hair, demonstrating how precision hair coloring brings together both the artistic and technical disciplines to elevate a stylist’s work to extraordinary levels.

“In a world where every major company is selling us out on the Target shelf, one thing they can never sell is us,” says Robin. “Our intelligence, our heart and our artistry are not for sale and programs like ColorMasters are being built to ensure that our educational efforts equal the premier quality of our products.”

Together, they created a three-part series of two-day classes. The program takes hair color education to a higher level, focusing on harmonious and complimentary color, as well as perfecting the use of contrasting colors. It addresses how to use hair color to emphasize and enhance features including face shape, eye color and skin tone. Amazing large-scale visual aids illustrate hair structure and how color chemistry works. Information is provided in a lecture/workshop format, allowing lots of opportunity for hands-on practice and guidance.

“Ward Bassett supported the idea and saw our vision,” says Aaron Michael. “We put countless hours into creating the program, and we couldn’t have done it without the tremendous support of Ward and the Kemon team. The response and feedback from the first event was phenomenal.”

The first ColorMasters event took place last May at rêve salon and spa in Murrieta, centrally located between

L.A. and San Diego. The class sold out in just one week. Owners Steve and Justine Brown offered their spacious 11,000-sq.-ft. salon to accommodate the 42 students and supporting staff of more than 20, including six members of the Kemon California coaching team. The main salon floor has portable stations that are removed and replaced by a stage and seating for larger events. The second floor contains 1400 square feet of dedicated classroom space.

“Four years ago we committed ourselves to building an advanced education center to make education affordable to most hairdressers,” says Steve. “We host a lot of events and expos including several taught by L.A. celebrity stylists.”

Bringing advanced education to their stylists is how rêve distinguishes their business from competitors. Steve says ColorMasters has been one of the best programs they have seen and they would be happy to host it again.

“We felt ColorMasters was the perfect format to showcase Kemon’s ability to inspire our clients,” Ward says. “Robin and Aaron Michael are magical together, and clients raved about the fun and excitement the two brought to the program. Ultimately it was a success with smiling faces and advanced knowledge of this amazing brand. We look forward to the next event.”

ColorMasters is just one of many ways Bassett Salon Solutions supports the growth and success of partnering salons. Ward and his wife Christina (a hairdresser of 17 years) are committed to serving independent salon owners through unprecedented service and integrity. s

WRITTEN BY AIMEE GURSKI

The ColorMasters team from L to R: Tamara Catlin, Aaron Michael Kosiba, Lauren Gallo, Jameson Shipp, Eric Estrada, Allison Litwin, Robin DeBerard

The ColorMasters

MESSAGE“Hair is the canvas on which we create and understanding how to prep the canvas is the first step to precision.”

• Get a strong working knowledge of hair and its chemistry and how this effects the final results of the color process.

“We learn how where we start effects where we are going and how to make the best choices in levels and colors to achieve the best, most precise results.”

• Explore color theory and how colors are created to gain an understanding of how they work together to create different reflections and textures.

“If we can imagine it, we can create it, IF we know what to use.”

• Understand the inner workings of hair color — how and why it does what it does — to gain the knowledge needed to choose the right tools to paint the vision.

“If we know where to focus our aim, we precisely hit our target.”

• Master an outline for an in-depth color consultation that contains all necessary information to diagnose and formulate for a personalized finished color.

“Customizing colors with depth and dimension to best suit our clients’ features sets us apart and creates clients who look and feel their best.”

• Confidently place colors to shape clients’ faces and complement their coloring.

The first ColorMasters event was a sold-out success!

tngM_SO10_34 Bassett Color Masters1.indd 1 8/11/10 9:38 AM

Passion is excreted when you love something all the way in the gut of your soul! It is when your heart, body, and mind are doing EXACTLY what they were born to do.

The feeling that occurs when you achieve excellence.

Sean P. MurraySean Patrick Salon and SpaLaGrange, IL



Christina Ann PastoreCody Rose Salon Irvine, CA

It’s not something learned… it comes from within.

Angela LaBudieLogan Charles SalonMonroe, MI

Confidence is a firm belief, a faith in one’s self without conceit or arrogance. Confidence is a peace of mind.

Cramer BleachDust-free powder lightener with enhanced lightening power reliably lifts up to 7 levels.

Performance HD – Yo.Coloring – Actyva Flawless, brilliant color and incredible shine. Ammonia- and PPD-free products available. The Artist’s Choice.


Pride Passion

Integrity Confidence

April AmodeoApril & CompanyGlastonbury, CT

Sean P. Murray

tngM_SO10_35 Kemon Stylist Ad.indd 1 8/11/10 9:33 AM


Imagine you had three extra hours this week to devote to your own improvement as a leader. What kind of difference do you think that would have on your effectiveness, accomplishments, and long-term success?

Or imagine you had half a day this week to catch up on some of the backlogged work that never seems to get done. How would that help you clear the way to your bigger goals?

Or what if you had a whole day off this week to use for rest and renewal? What would you do? Do you suppose that would make you feel more refreshed? How would a dose of restoration affect your mood, your thinking, your relationships, and your decisions?

Each of us can think of valuable ways to spend our time, and chances are some of those ideas are more valuable than the ways you’re spending your time right now. The fact is that when you maximize your time, you actually do have more hours in the day. So if you’ve ever wondered when things would slow down, you’re in luck. The time is now!

The key is to take advantage of shortcut strategies for maximizing your time. Following are five shortcuts that will dramatically reduce the time you spend racing around the fast track so you can exit into a life of leading and living well.

shortcut 1: ModelingIn many industries, modeling is a strategy used to mock up an end product before investing the time, effort and expense required to complete it. Your time may be the most precious resource you have; make a model before you go out and spend it.

Figure out what the ideal schedule would look like. Sit down with a pencil and a sheet of paper and sketch the way you’d like the next stretch of time to look. In just a few minutes you can design your ideal week – or for that matter, your ideal day, month, or year. It will take time to turn the model into reality, but now you know what’s possible. You may actually find creating the “real thing” to be easier than you think.

shortcut 2: Define Your TimeYou can define your time by thinking about the various activities that take your time and grouping them together. Start with the basics, such as meeting days (when you are available to meet with other people), work days (those you keep to yourself to do your own work), flex days (to have a cushion for spillover activities), admin days (for catching up on paperwork and other administrative tasks), and days off (for rest and renewal). If a whole day seems too long to devote to a single kind of

work, then go by half days or even two-hour blocks. You can make your days as specific as you want.

If you don’t define your days, then every day you bounce around from one activity to another to another, all day long. Time is lost as you try to transition from a high-energy activity to one that requires you to be calm and quiet. You have a harder time getting focused because you’re constantly changing the focus. In contrast, defining your time allows you to get into one mindset for a particular type of activity and stay there. You can find your rhythm and get into a groove so you actually accomplish more in less time.

shortcut 3: Make Appointments With YourselfYou make appointments with clients, and you keep them. You schedule time with your boss, and you show up. You commit to meetings, and you attend. Now apply the same concept to yourself. Set a meeting with a specific purpose and be there to get the job done.

You don’t have to set a recurring meeting that happens every week. You might just need to make one appointment to do some quality thinking or make some important phone calls that keep getting brushed aside. The important part of this strategy isn’t the “what” or the “when” or the “how many” of the appointments. The important part of this strategy is the fact that you recognize there’s something specific you want to do, decide when you’re going to do it and schedule the time. Keep that appointment and you’ll have the time you need – guaranteed.

shortcut 4: Breaking Time RulesWhether we know it or not, we are all operating on unspoken time rules, such as:

• You must work eight to 10 hours per day.

• You must take time off on Saturdays and Sundays.

• You must be available by phone and e-mail at all times.

• You must take vacations in full-day or full-week increments.

But you can escape the rules of time. How you spend your time is a choice. For instance, maybe you’d rather leave work every day at 3 p.m. but work six days a week. Maybe you’d rather get a long massage once a month instead of taking a full-week vacation. Start defining the length of your workday by the results you achieve instead of the hours you work. Time rules don’t necessarily mean working less, but they do mean working with more freedom and choice.

maximize YOUR TIME:

WIN

ACHIEVE MORE WITH LESS

tngM_SO10_36-37 Maximize Your Time.indd 36 8/11/10 9:27 AM


If you think this won’t work in your company, the first question is, “Have you checked?” A host of creative work options are available as people and their companies look for ways to use time in a way that works for them. And if not, there are plenty of creative ways for you to break time rules within your existing agreements. Ask for what you want. Make a proposal. If you’re willing to be fair, negotiate and persist, you will be surprised at how accommodating others will be.

shortcut 5: Replace Multitasking with “Unitasking”Multitasking is a fact of life in a high-speed world. And it does work to help you manage complex, non-linear tasks, like being available to people whenever they need you, staying on top of “moving targets” and handling phone calls and requests that come in at random.

But recognize the impact multitasking has on you. Your actions become fragmented, your thinking is interrupted, you make hasty decisions and you do things poorly. To get the focus you need to be effective in achieving your vision, try replacing it with “unitasking.” The whole strategy is this: do one thing at a time.

Doing one thing at a time – even for a short time – improves concentration, calms you down, and allows you to get more done in less time. Considering that on average only about three minutes out of every hour are used with maximum focus, you can improve your “concentration rate” just five minutes at a time. Then fifteen. Then twenty.

You don’t have to unitask all the time, just when it counts, like when you are strategizing, visioning, goal-setting, brainstorming, planning and having one-on-one conversations. These are the kinds of activities that benefit from unitasking. Unitasking communicates a respect for the people and processes that deserve your full attention. As much as you possibly can, practice doing one thing at a time. Set the time aside, focus, concentrate, and you’ll get your tasks done both fast and well.

Accomplish More in Less TimeYou will never have control of your time until you take control of it. So while your day will still consist of 24 hours just like it always has, when you implement these five shortcuts you’ll feel like you accomplish more because the time you use will be most productive. Therefore, stop long enough to get a handle on how you want to spend your time, then implement these new ways to maximize the time you do have. Rethinking your relationship to time takes an open mind, it takes commitment and (ironically) it takes time. But the investment you make in it will pay you back hour after precious hour. You’ll find that you will achieve more progress and fulfillment in all areas of your life – and in less time than you ever imagined. ▲

WRITTEN BY JOELLE JAY

ABOUT THE AUTHORSDr. Joelle K. Jay, Ph. D., is an executive coach and the senior managing partner of the leadership development firm Pillar Consulting. She strategizes with business leaders to enhance their performance and maximize business results. Her clients include presidents, vice presidents and C-level executives in Fortune 500 companies. Joelle is the author of The Inner Edge: The 10 Practices of Personal Leadership. For a free sample chapter, go to TheInnerEdge.com or e-mail [email protected].

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WIN




Customer Retention Can Be Easy!

Long before the winter’s holiday sales, retailers across the country were trying to lure shoppers with unique, new strategies. This is also your cue to take advantage of the expensive years of research that’s already been done by top retailers, and apply innovative “packaging” to your business to drive more results your way.

It doesn’t matter if your business offers a product or a service; the goal is to gift-wrap your products or services in a way that will become a valuable gift to your clients. And who doesn’t like valuable gifts? It is important to fine-tune successful strategies to fit your unique business.

Five Fast Ways to Attract More Business and Keep Customers Coming Year-Round

Think Gift Certificates.

Gift certificates are a fast, low-cost way to translate your business into a gift, be it a two-

week workshop, a free consultation, a defined discount on your products or services you name it! The National Retail Federation’s 2009 Holiday Consumer Survey reported that 55 percent of consumers wanted to receive a gift card as a holiday gift. Why not offer gift cards for other holidays, or during your business’s anniversary, or once a month?

Think Add-Ons.Offer a valuable add-on to your product or services. Offer a content-rich CD as a free gift with your consultation, workshop or product.

Add a free subscription to your paid newsletter. Add on one free week of services for every five paid weeks of services. Add a complementary product free with each product sold. For more immediate results, add a “limited time only” availability of your add-ons. To drive customers and clients to your business year-round, create a calendar of “special” offers with add-ons. One twice a year? One each month? Visit my website at ruthklein.com to learn how I complement the services within my business with add-ons such as a content-rich CD, a personal consultation, a mini-course, and other services that are packaged as a free gift to sponsors or participants in my workshops, seminars, and other services.

Think Partnerships.To make your product or service unique, consider a partnership with a complementary (not competing) business to truly set yourself apart from similar businesses in your field.

Airlines partner with vacation destinations. Resort hotels partner with cooking schools. Banks partner with community events or popular charities. Partner your product with a service. Partner your service with a nearby restaurant, hotel, spa, printing service, local charity or complementary service.

Think Luxury.If a gift is a luxury, then think “luxury” as your calling card to drive clients to your business. Mobile spas are being asked to

provide an on- or off-site extra to services and product providers. Incentives such as hotel stays being offered to employees of companies also can be offered to clients. Offer a gift of gourmet coffee at your place of business and add an extra gift of a package of gourmet coffee clients can take with them.

Think Long-Term.To keep driving customers to your business year-round, think of marketing strategies that will result in customer loyalty. Don’t just think

Christmas. Think seasonal to market add-ons and partnership packages as a continuing “gift” strategy that will tie in by the wording of your campaign and the packaging of what you offer in the fall, winter, spring and summer. s

WRITTEN BY RUTH KLEIN ABOUT THE AUTHOR:Ruth Klein holds a master’s degree in Clinical Psychology and is the president of the award-winning firm The Marketing/Time Source, a results-oriented performance strategic marketing firm that provides marketing, public relations, communications, time management and productivity, sales and personal coaching services for entrepreneurs and Fortune 500 businesses. She is a nationally renowned writer, speaker, strategic marketing consultant and productivity coach, and author of five books, including the best-selling Time Management Secrets for Working Women... getting the most out of each day. Tap Ruth’s expertise at her upcoming Brand and Pitch Boot Camp. Visit ruthklein.com for more information.

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WIN

How did the business get started?There was a tanning salon at the corner near our house where my

husband, Jeff, and I used to tan. He came home from tanning there one day and said “We are going to buy that tanning salon.” The salon was not even for sale. I thought he was crazy but he went in there, made an offer to the owner, and before I knew it, we owned our first tanning salon. Later that year, we bought another one and have grown to 14 salons since then. We are also looking at purchasing another tanning salon so we plan to continue to grow.

What services do you offer?We offer UV and sunless tanning. We sell Australian Gold and Swedish Beauty products, as well as sunglasses and Chili Pepper’s apparel.

What is your most popular service? Has this changed over the years?Our most popular service is definitely still the UV tanning. It has changed a bit over the years because more people are using higher levels of tanning than ever before.

You’ve done a lot of branding with the Chili Pepper’s theme. Tell us

about the different ways you’ve incorporated this into your business to build your brand, and how it relates to the way you distinguish the business from the competition.We have worked very hard at branding ourselves. When we came up with our name and logo, we wanted something fun. We wanted to develop our logo to a point that when clients see it, they know it is Chili Pepper’s Tanning, just like everyone knows it’s McDonald’s when they see the golden arches. We put our logo on everything we can. We have three wrapped vehicles with our logo all over them — one of them is a fire truck. We have a Chili Pepper mascot costume that we have people wear and dance on the street corners to attract attention. Our staff wears uniforms with Chili Pepper’s logos, we sell lip balm and bags with our logo, and we are looking into sunglasses cases and bathing suits with our logo. We offer our customers a 10% discount if they wear one of our t-shirts on their day of purchase. Most tanning salons have a sun or palm tree as their logo. I think our fun, happy character really sets us apart.

Chili Pepper’s Tanning has been recognized three consecutive times with the

Looking Fit Top 250 Salons award for being innovative and dynamic. Tell us about how you achieved this, and what sets your salon apart.We have also won first place as the “Best Place to Tan in Metro Detroit” on WDIV Click on Detroit two years in a row and we are currently in first place for this year. We are constantly updating and remodeling our salons. We realize that tanning is always changing and we try to keep up with the newest equipment, bulbs, products, etc. We have a superior management team and our managers and staff stay with us for a very long time. We offer bonuses and incentives as well as competitive pay. We realize that with this many salons, we cannot do it all ourselves. We value our team and they know it. I think the fact that we respect and appreciate them is part of the reason many stay so long.

What types of seasonal promotions do you do? Which promotions are most successful in the off season?We are always doing promotions. Our most successful sales are our now famous “50% Off” and “Buy One, Get One FREE” sales. Our customers have come to appreciate our “no gimmicks, no catches” style. Our offers and coupons are always clearly stated and there are no hidden stipulations. We never say “some restrictions may apply” or “see store for details.” We also not only accept all competitors’ coupons, but we will beat them by $2.

In an industry of sunshine and palm trees, Chili Pepper’s

Tanning stands apart

Tanning with Heat

How do you stay connected with clients?We stay connected with

our clients through our e-Club. If they sign up for e-Club we send them specials and give them advance notice of all our sales, as well as share information with them. We also sent links to all of our e-Club members so they could vote against the tan tax and we offered them a free sample for doing so.

How has recent legislation impacted your business, and what are you doing in response?We really haven’t seen a decline in tanners even with all the anti-tanning press and the new tan tax. Our customers are not happy about the tan tax, but they do not blame us for it and it hasn’t affected their spending. In fact, for the first half of the year, we saw an increase in tanners and in revenue.

Where do you see the future of the tanning industry going?I think the future of the tanning industry will continually change. Over the past several years, we have seen a crazy number of new tanning salons opening up. Recently, we have seen many close. I think over the next few years, many salons are going to close and only the strong will survive. We plan to survive. s





You talk about the importance of education and responsible tanning. Can you elaborate

and give us some examples of how you support this in your business?We are Smart Tan members and make sure that all of our staff is Smart Tan certified and all of our managers are Master certified. Four times a year we require our staff to attend training, hosted by Australian Gold. Our managers also attend a “Train the Trainer” seminar. We do our best to make sure that our staff is properly educated so they can educate the public. There are too many negative misconceptions about tanning and we feel it is necessary for our staff to be equipped with the correct information so they can pass it on to our customers.

What are your future plans at Chili Pepper’s Tanning?Our future plans for Chili Pepper’s Tanning is to continue to grow. We want to be the only place people think of when they are trying to decide where to tan. We are clean, educated, have great equipment and keep our bulbs hot, as well as provide superior customer service. At Chili Pepper’s Tanning, the customer is always right, even when they are wrong. We do everything we can to make sure our customers are always satisfied and keep coming back. Word of mouth has been a very strong draw for us. We are contemplating franchising and going nationwide. We feel we have everything it will take to develop successful franchises. Our business plan is simple, but it works. Give people a good product at a fair price and give them exceptional service.

Responses provided by Charise Davis

Chili Pepper’s Tanning owners Jeff and Charise Davis met in high school and have been sweethearts ever since. They are best friends and business partners, and feel they compliment each other very well in their business. They each have a role and respect each other’s opinions. Jeff is definitely the front man who is always looking to grow and purchase more salons. Charise is the organizer who keeps things running smoothly behind the scenes. While there is no set number of salons they want to have, they just plan to keep growing. They have a great team, which continues to grow and become stronger as they do.


WIN

Understanding Service-Selling In a pure service culture, organizational and employee behavior is contingent on their knowledge and skill in responding to customer questions or concerns. However, in a service-selling culture, employees practice the attitudes, beliefs and skills to proactively seek to understand customers’ wants and needs that will increase the value created in every customer experience. Service organizations that have not made this transition will find organic growth difficult. In fact, research shows that a positive customer-service reputation does not guarantee you will be the first choice by consumers.

In order to achieve significant growth, everyone in an organization must enhance their commitment to identifying the specific wants and needs of their customers and demonstrating how the organization’s products and services can fulfill them. By helping your service-selling teams to develop the attitude, beliefs and skills to provide more value to customers, they will build stronger emotional bonds in the relationship, a key prerequisite for customer receptivity and loyalty.

Overcoming the Barriers to Change Many organizations serve their markets and their customers with a high level of personal “touch.” Even in today’s troubled economy and despite more aggressive competition and little differentiation, most committed service organizations can maintain their reputation for providing a high level of customer focus. At a time when most consumers feel “like a number,” this has great appeal.

But the successful transformation from a service culture to a service-selling culture can have many barriers — and most of them have nothing to do with knowledge and skill. Many employees struggle with the concern that embracing a sales philosophy may not be in the best interest of customers. As a result, they are resistant to adopting a service-selling philosophy.

To make matters worse, this negative view of selling creates a cynical perspective with leaders in many organizations. Although non-sales leadership may still be committed to growth, they will resist a strategy that may force superior service to take a back seat.

Even as the economy hints at making a rebound, markets are becoming more competitive and products are rapidly commoditizing. As customers cautiously begin to spend their tightly held dollars, companies are realizing that re-establishing their previous customer relationships isn’t enough. The success of their growth strategy depends on increasing customer acquisition and loyalty.

Traditionally, sales organizations were charged with executing successful growth strategies. However, in today’s upside-down economy, all employees are being asked to contribute to achieving revenue goals by upgrading their sales capabilities as part of an overall commitment to growth. Therein lies the first dilemma: how to acquire new customers and increase the number of products and services purchased per customer, while maintaining the high level responsiveness customers have come to expect. Despite the economic downturn, customers still demand high levels of service.

If you can identify ways to transform your employees’ service best practices into “service-selling” behaviors, you can expect to increase your customer base and your bottom line. That’s the second dilemma: convincing your service employees to integrate selling practices into their customer interactions. It means getting these employees to move beyond their current perception of what sales is, and to how their use of ethical principles in selling can be a service to their customers.

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A successful transformation must engage the hearts and minds of employees and their leaders. To accomplish this, they must learn to embrace the definition of selling and service as two sides of the same coin. In our experience, employees will change their perceptions if they discover that selling, like service, is focused on identifying and fulfilling needs to create value for customers (rather than pushing products). In fact, if selling can be redefined as “doing something for someone,” your team will give themselves “permission” to ask the extra question or provide the added benefit that increases value. Once this is achieved, you will be on the path to transformational change.

Building a Bridge Between Service and Selling Organizations that encourage their employees to practice ethical principles while selling and serving customers will find their people willing to reach beyond their traditional roles and establish a foundation for deeper, more productive customer relationships. Here are 10 ethical principles that, if consistently applied, will assist your employees build their service-selling relationships with your customers:

• Service and selling are an exchange of value.

• Service and selling are not something you do to customers; it’s something you do for and with them.

• Developing trust and rapport precedes any service or selling activity.

• Understanding a customer’s wants or needs always precedes an attempt to offer a solution.

• Service and selling techniques must give way to values-driven principles.

• Truth, respect and honesty provide the basis for long-term success with customers.

• Service and selling pressure is never exerted by a service team. It’s exerted only by customers when they want or need the solution being recommended.

• Dealing with customer concerns is never a manipulative process. It’s a strategy to overcome problems when customers want to overcome the problems.

• Getting agreement to a solution is a victory for both the service team and the customer.

• Ethics and values contribute more to sales and service success than techniques or strategies.

Service Selling — the Great MultiplierMost organizations understand that customer loyalty is a key factor in achieving profitable growth. If you define loyalty as the willingness of a customer to repurchase or provide referrals, then building high-value relationships is mission-critical. Today’s challenging landscape has forced us to look beyond the sales team as value creators. Unless everyone in your organization is willing and able to contribute to your growth strategy, it is unlikely that you will achieve your revenue goals.

By engaging your employees’ buy-in to ethical service-selling behaviors you will not only increase your sales per customer, but also retain the service atmosphere your customers have come to expect. Service selling is a value multiplier, as it increases sales, retains your customers and drives more referrals from your client base. Dilemmas solved. s

WRITTEN BY WALT ZEGLINSKIABOUT THE AUTHORWalt Zeglinski is CEO & Chief Client Advocate for Integrity Solutions, a performance improvement company that helps its clients create value for their customers. Walt has over 20 years successful experience in the corporate performance industry, applying his expertise to successfully diagnose, plan and implement practical solutions for complex business challenges. He has worked with executive teams and frontline sales and service teams across most industries including financial services, healthcare, technology, hospitality and manufacturing. You may contact Walt at [email protected], 602-253-5700 or IntegritySolutions.com.




tngM_SO10_42-43 Everybody Sells.indd 2 8/11/10 11:25 PM


TNG and label.m announce partnership

ON THE PULSE:

WIN

tng worldwide (TNG) and label.m Professional Haircare have joined forces, which is thrilling news for Michigan and Northern Ohio salons. label.m was founded by none other than Toni Mascolo and his daughter, Sacha Mascolo-Tarbuck. Together along with their award winning International Artistic Team, they have developed label.m into a world-class product line with world renowned education.

“This is a very exciting time for us to be working closely with Toni Mascolo and Sacha Mascolo-Tarbuck. Toni is committed to the hairdresser and we know Toni and

his team are thrilled to come to the USA and dazzle our customers,” states Larry Gaynor, President & CEO, TNG.

In fact, TheAcademy at TNG’s World Headquarters will become a major educational center for the label.m brand.

“Over the coming months we will host educational events delivered by Sacha Mascolo-Tarbuck’s award-winning team. We are most looking forward to the new collection and campaign launching this fall,” comments Gaynor.

Sacha, global creative director for label.m, was literally born into hairdressing and her industry experience spans more than 20 years. She was the youngest-ever winner of the “Newcomer of the Year” at the British Hairdressing Awards at the age of 19. She has also earned the title of London Hairdresser of the Year and with her international

artistic team, she has won Art Team of the year 11 times. Her directional approach has led to the brand’s sponsorship of the UK’s premier fashion event, London Fashion Week.

“label.m has been a nonstop journey from the beginning when we first launched in 2005 to where we are today,” Sacha says. “Our continuous aim is to develop products with the professional salon in mind that are unsurpassed. As well as formulations with proven results, it’s with the same determination that I wanted the range to encapsulate a captive design element that will look as great in five years as it does now globally.”

The premise of label.m is the 4 C’s: Cleanse, Condition, Create, Complete. This simple, yet interactive categorization system makes it easy to select a product with the desired result. Each “C” offers an inclusive family of products composed of exquisite ingredients demanded by today’s hairdressers.

The line is distributed in Michigan by The Industry Source Exclusive sales team. Presently the brand is not available in any of its 20 store locations, but several stores will offer samples and sales support information.

“Our continuous aim is to develop products that have the professional salon in mind and that are unsurpassed whilst creating a global brand that clients will want to buy. The future is even more exciting with new partnerships forming constantly, in particular with TNG as they share our vision,” states Paul Bulman, president, label.m Professional Haircare. s

For more information on label.m, please contact The Industry Source Exclusive at 800.520.6611 or visit labelm.co.uk.

Sacha Mascolo-Tarbuck

Toni Mascolo

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Power SurgeClassic red nails make way for rich, darkly modern reds with a fiery, defiant attitude. Oxblood red Dark Ruby was topped with

three coats of Super Shiney Top Coat for a provocative, 1930s liquid finish to accessorize the urban street ensembles seen at L.A.M.B.


IMAGE

This season, designers give a nod to the classics with collections

that trend toward timeless tailored pieces in premium fabrics

and cuts. The look is smart, simple sophistication accented

with fall’s best textures: fur, textured leather, metal,

wool and quilting. Complete the look with the perfect

polish. New palettes offer a range of rich, saturated

colors including deep blues, reds, golds and

greens that reflect this conservative opulence.forfallto

fashion

“Texture adds to the strength of the look — and autumn is all about dimensional manicures. Fall 2010 nails will take their cue from striking blue-greens, effervescent reds, and offbeat beige, camels and grays.”

Jan Arnold, Co-Founder, CND

994624 Night FactoryUrban Oasis and Teal Sparkle

Steely DanExtravagant midnight manicures and tonal shades of heathered mushroom and gray nails complement this Fall’s masculine palette of mossy greens, black leather and textured fabrics. For greige nails like those that complemented Marc Jacobs’ refined menswear-inspired collection, use dark, concrete gray Asphalt. To get a denim manicure, try CND’s limited edition Urban Oasis Colour, a spruce crème, or layer it with limited edition Teal Sparkle Effect for a greenish-blue glimmer.

Balanced BeautyGlazed neutrals balance feminine tailoring and ethereal designs seen on the catwalk. To get the cashmere manicure from Behnaz Sarafpour, layer opaque, nude Desert Suede topped with Super Matte Top Coat for a touchably soft finish. For pristine, mattefied, limestone nails as seen at Jason Wu, layer Silver Chrome with Putty and Super Matte Top Coat.

Dimension times threeCND took their paint box of tricks Colours & Effects to the Fall 2010 runways and let the creativity flow. With the

limitless possibilities of their innovative polish collection, nail techs can easily create custom colors to satisfy every fashionista. Here are three trends to try out this season:

768530Desert Suede

768509Putty

768548 Gold

Chrome

768542Asphalt

768547Silver

Chrome

768540Dark Ruby

768525Rouge Red

768527Scarlet Letter

768560Crimson Sparkle

768539 Inkwell

Fall Must-Haves• Tailored coat

(heavier outerwear)• Trench coat• Tailored suit• Blouse• Pencil skirt• Tailored trouser• Sheath dress• Belted layering

sweater• Booties• Platform pumps• Leather clutch• Lug boots• Soft chiffon

floral dress• Lizard/python/croc

leather accessories• Fur• Saddlebag• Leopard print

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ollection Fall/Winter 2010

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Hints of LuxuryThe Swiss Collection by OPI defines the look of nails for fall and winter, with 12 jeweled colors

inspired by Switzerland’s rich natural backdrop. It features a new take on classic neutrals with must-have hues. With The Color to Watch (It’s the perfect time for this delicate lilac), Yodel Me on My Cell (I’ll feel “blue” if you don’t!), and Lucerne-tainly Look Marvelous (You’re chic at the chalet in this stunning pewter), Suzi offers her trend-setting choices for the season’s best accessory.

Eclectic OpulenceThis season’s runways showcased a mix of traditional glamour, chic urban warriors and eclectic

color combinations that has us revved up for fall! The feeling is dark, sexy and

minimalist, dominated by a posh palette of decadent, velvet textures and reflective, metallic embellishments. Essie’s new fall 2010 collection embodies the essence of these eclectic fashions with autumnal pops of color in six stunning new shades that are a perfect match to fall’s exquisitely refined accessories and finely tailored ensembles.


“This fall, designers are mixing it up, combining sheer fabric with leather along with lingerie as outer wear in deep, muted tones and bold color palettes, which is very alluring. I drew inspiration from the range of elegant, sanguine hues and camouflage tones.”

Essie Weingarten, Founder/President, essie

“The Swiss Collection provides the same relaxed luxury that walked the fall fashion runways. These three shades bestow a wealth of rich amethyst, sapphire

and silver, adorning fingers and toes with

jewels to accessorize the season’s must-have pieces.”

Suzi Weiss-Fischmann, Executive VP & Artistic Director, OPI

611454I’m Suzi & I’m a

Chocoholic

611459Ski Teal

We Drop

611463Yodel Me on My Cell

611465Cuckoo for This Color

611458William Tell Me About

156635 Kelly

156636 Stacy

156637 Burke

156638 Kristi

156639 Cola

156640 Shawn

156629 Edyta

156630 Julieanne

155631 Cheryl

156632 Karina

156633 Carrie Ann

“Zoya has done it again! Relying on our extensive knowledge in the salon and spa industry, as well as our unparalleled color trend expertise, Zoya brings you two collections of unexpected and yet truly wearable nail colors for fall 2010.”

Leo Reyzis, VP, Art of Beauty, Inc (Makers of Zoya Nail Polish)

Go for Bold!Runways made a statement this season with bold, unexpected color parings such as rich reds, vivid oranges and hot fuchsias tied together in harmony. This look gets hot when done in layers, juxtaposing patterns and textures for an eclectic mix that reflects the confident fashionista. Zoya Wicked mesmerizes with six deep, rich, shimmering full coverage metallics while Zoya Wonderful captivates with six bold, intense, highly pigmented creams.

611462Glitzerland

151069 Little Brown Dress

611460Diva of Geneva

611456Color So Hot

It Berns

611457Just a

Little Rösti at This

611464The Color to Watch

611455From A to

Z-urich

611461 Lucerne-tainly Look Marvelous

151066Sew

Psyched

151065Limited

Addiction

151064In Stitches

151067Merino

Cool

151068Velvet Voyeur

155634 Kym

Nine West Fall 2010 Collection

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Your logo and marketing materials have many jobs, but one of the things they can do really well for you is introduce you to new clients and help those potential customers feel a connection with you and your business. Alas, many small business owners overlook this valuable role for their materials when designing them, and so any connection often happens by accident alone.

Considering that the connections most small businesses are making with their logos marketing materials and websites are happening by accident, these businesses are actually doing rather well. But what could their business growth and sales cycle look like if they could improve the way they connect with their ideal clients?

The top three ways to ensure your designs will appeal to your target audience and begin to form this connection with them are:

customers connecting

with your

through your brand identity

Design your materials with your customer’s preferences in mind.The most common mistake small business owners make when designing their brand identities is to create the design to reflect their own tastes. I met a financial planning consultant at a networking event a few months back, and she wanted to “pick my brain” about her thoughts for a logo. She mentioned that she wanted her logo to be an aqua-blue seahorse, because that was her favorite image and color. But when I questioned her further about her business,

I found that she worked largely with male heads of households on their families’ financial planning needs. While an aqua seahorse might represent her preferences, I suggested it might not catch the eye and the imagination of her projected client, and that she think more about the types of images and color palettes that would appeal to men who were hiring her to manage their money. I believe I convinced her that this approach will result in a better connection with her potential customer base, and will help her to close more business with her prospects.

This approach to establishing connections extends beyond your company’s logo: picking appropriate layouts, fonts and photos for any marketing piece can make that piece connect with your target audience much more quickly. Something as simple as choosing stock photos that feature people of the same ethnicity or gender as your target audience can greatly increase your sales and decrease often subtle, hidden resistance to your business image.

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tngM_SO10_58-59 Connect with brand identity.indd 1 8/11/10 9:00 AM


Keeping your customer’s perspective in mind when designing your materials makes those materials relevant to your customers, creating a valuable tool for your business. A client wants to feel understood and well-cared-for throughout the sales cycle. If your designs truly take your clients’ tastes into account, are tested and approved by your ideal clients, and make people react in an emotionally positive way to your company, then those designs will be more than just pretty pieces; they will help you to talk to the right customers, to connect with them, and, ultimately, to grow your business. ▲

WRITTEN BY ERIN FERREEABOUT THE AUTHOR:Erin Ferree is a brand identity designer who creates big visibility for small businesses. As the owner of elf design, Erin is passionate about helping her clients stand out in front of their competition and attract more clients. Her Define Your Difference Branding Workbook will help you with your brand definition — the most important step in the logo design process. Visit elf-design.com for more information.

Test your materials with your target audience. This means asking not just whoever’s hanging around, but real potential clients. I can’t tell you how many times I have completed the first round of logo designs for a client, just for them to come back and say, “My mom HATES them!” I certainly sympathize with this impulse to check your ideas with a respected friend or family member; I tend to run my own designs by my mom, against my better judgment. But if your mom — or whoever you’re running your design focus group

with — isn’t part of your target audience, then it really doesn’t matter if she likes it or not. In fact, if you’re trying to sell your products or services to college-age men, for example, it’s probably a good thing if your mom doesn’t like it!

So, where do you find potential clients to test your materials on? Ask your past clients what they think about your new designs, or poll friends in your target demographic. I even had one client who would ask potential customers that she stood in line with at the coffee place and post office about their thoughts on her logo.

Make your materials magnetic.Don’t misunderstand: not everyone should love, or even necessarily understand, your logo and marketing materials. A small business’s logo should make the prospect react emotionally to your company, pulling the right people toward working with you and pushing the wrong people away. Unless you’re a big company selling a mass-market product, designing a logo that everyone loves is not necessary, nor even in your best interests.

If you’re creating a logo and marketing materials and you want everyone that you meet to like them, then you’re in for a very long design process. And your logo won’t be able to perform one of its most important jobs: making sure that you’re spending your time talking to the most qualified clients. As a small-business owner, you probably run the business, do the sales and have a bunch of other tasks as well. If people in your target audience like your logo and marketing materials, but people outside of that demographic don’t connect with them, then it’s less likely that the people you don’t want to work with will become engaged in the sales cycle with you. And it’s always better to sell to interested and qualified prospects rather than people who are just “kicking the tires” or getting competitive quotes.

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What sets Elemis apart?We are a hybrid spa, offering absolute indulgence as well as therapies that are scientifically proven. Elemis invests in clinical trials for its facials so our clients can see a difference immediately.

By carefully selecting and harvesting medicinal grade plant and marine extracts and combining these with the power of touch, we have developed a brand that promises divine indulgence with incredible results.

What services do you offer?Facials, massages, body wraps and scrubs, acupuncture, inch loss and detox therapy, hair styling and color, hair straightening, extensions, manicures, pedicures, nail treatments and waxing

Describe your most popular service.Well Being Massage, 60 minute Full Body Massage: From the soles of your feet to the crown of your head, the unique 10 Cultural Touches of Elemis are combined with the Welcome Touch and Awareness Journey that makes this much more than just a massage. Your body is lightly brushed before the powerful warmed pure massage oils are smothered over the face and body. Choose from “Stress-A-Way” to soothe and relax, “Spirit Reviver” to uplift and detoxify, “Muscle Melt” to ease away aches and pains, and “Chakra Balancing” to help rebalance the mind, body and spirit.

Describe your client demographic.Our clients are primarily local residents, and we have lots of regular clients.

What percentage of your clients are men?About 30 percent.

What constitutes quality service?Quality service begins with the personalization of each appointment from the time it is scheduled to completion. This includes filtering the call and ensuring each concierge is able to properly explain our brand and services while recommending an experience that best fits the spa patron’s desires or objectives. In addition, the customer should be politely advised of our spa policies.

Once they arrive at the spa, the patron is checked in and seated in our lobby area for salon services or escorted to Her/His Spa or lounge. The manner in which each client is treated and how their service is personalized is a determining factor on whether or not they return. This is also true for their one-on-one time with the therapists. Each therapist is an ambassador to the spa, and their contact and rapport with the patron is paramount in maintaining the relationship.

In the treatment room, a quality service will include a stimulation of all five senses: touch, smell, sight, taste and hearing. Elemis takes hands-on therapy to the next level, combining the quality of touch with the greatest attention to detail, treating the physical, emotional, inner and outer health, allowing the client to feel completely at ease.

How do you keep up with industry trends?As a hands-on, skin-specific brand, we cannot always participate or recreate the latest trend. We do attempt to stay ahead of the curve and offer the latest, brand-friendly treatments and make a maximum effort to provide specials that are popular, but not necessarily a permanent fixture on our spa menu. We have included a few new treatments including our 24 karat gold facial which combines pure gold mask with the Elemis Pro-Collagen Quartz Lift Facial as well as Thai Poultice Massage and Acupuncture.

Our décor represents Elemis: Euro-Asian inspired. Rich colors, dim lighting, flickering candlelight brought to life by beautiful orchids and the occasional Buddha art piece.

Anexperiencefor &Elemis Spa

Elemis Spa at Village of Merrick Park, Coral Gables, FL

Website: Elemis.com

Years in business (this location): 7

Number of employees: 302 Estheticians, 8 Nail Technicians, 6 Massage Therapists, 3 Spa Attendants, 7 Concierges, 3 Hair Stylists and 1 Manager.

mind

tngM_SO10_60-61 Elemis Spa spotlight.indd 1 8/10/10 5:31 PM


Mylar BlanketIdeal for body treatments. Availablein two sizes. 3 blankets per package.

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Create The Ultimate Spa Experience withDisposable Products from Graham Beauty!

Esthetic WipesMedical grade, non-woven wipes are lint-free, making them the perfectchoice for most facial services. Availablein 2”x2” or 4”x4”.

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How do you create and maintain a relationship with clients in order to best service their individual needs?Elemis offers a lifestyle partnership of treatment services and premium quality plant-based products that help the client achieve a balance of skin, body and mind, improving their inner and outer health.

We provide personalized therapies and our clients become our friends. All clients are provided with comment cards, allowing us to use our clients’ ideas to further the spa experience.

What has been the most effective way to promote your spa?We educate in self-awareness with all our services. Our main promoters are our own customers – it is a lot of word of mouth. We are also very in tune with community events and we get involved in as many as possible. Through active participation in events and programs, we expose ourselves to a whole new audience.

After a service, we follow up and stay in touch with our clients to ensure treatment satisfaction and to remind them to stay on the well-being path!

How are you addressing the current economy, and to what extent has it changed your approach?The economy is a sensitive subject that has hit the pocketbooks of not only the middle class but also our affluent clientele. Our spa patrons are

more cautious on how they spend their money and are often in search of deals or incentives to offset their spending.

Our aim is to offer value, not discounts as such, and to reward clients through incentives to return and remain focused on taking care of themselves.

During recent times we have had to remind ourselves and our clients that the spa business

was not founded on indulgence. It was founded on taking care of the mind and body. Therefore, we believe that the

spa experience is something that our guests choose as their method of relieving stress and preventing stress-born illnesses. As much as possible, our spa marketing emphasizes the positive life well-being enhancing attributes that permeate all treatments. Even a manicure or pedicure is so much more than a vanity service. It enhances self-esteem and the sheer act of being pampered and chatting to your favorite nail tech is absolute therapy in itself! ▲

Responses provided by Lesley Gordillo Born near Edinburgh, Scotland, Lesley earned a Higher National Diploma in Beauty Therapy at Edinburgh’s Telford College. Following two years working at one of the city’s premier independent spas, Lesley joined Steiner Leisure as a Beauty Therapist and eventually became a Manager for their seaborne spas, including ships for Celebrity, Holland America and Radisson Cruise Lines. Lesley hung up her sea-boots after meeting her husband, Xavier, and obtained U.S. citizenship to work in Miami, Fl. She continued to work for Steiner Leisure as a Corporate Trainer, visiting land-based spas analyzing and advising on approaches to marketing, training and achieving revenue goals. To learn more about the hotel industry, Lesley worked as a Spa Manager for Marriot in 2007 and 2008 before returning to Steiner as Manager of the Elemis Spa at The Village of Merrick Park.

“Elemis” in Hebrew means “the harmony of opposites”, an

adaptation of the traditional oriental yin yang symbol. It represents

the balance between physical and emotional, inner and outer health.

tngM_SO10_60-61 Elemis Spa spotlight.indd 2 8/10/10 5:32 PM

BRANDING


Walking into the restaurant I was immediately impressed with the clean, bright interior. The red and white theme and feel of an old-time soda stand definitely hit me as soon as I walked through the door. While I’m not entirely sure what a palm tree has to do with hamburgers, I was also impressed with the clever way the tree was replicated in the wallpaper (tone-on-tone) and the wall tiles. The consistent use of the theme on the signage, cups, fries baskets, and in the décor reinforced the company’s logo and Southern California sense of place.

Once I was seated with my food, I was equally impressed with how fresh my sandwich was. The lettuce, tomato, and onion were actual leaves and slices and not some chopped and processed afterthought to the sandwich. I think this is the first time I’ve actually enjoyed a burger at a “fast food” restaurant in I can’t remember when. My shake was quite yummy, too!

What seemed to be lacking in my In-n-Out experience from an Interior Branding standpoint were two things. First, the layout of traffic flow was not good. The restaurant was busy and there was nothing that directed patrons on where to form a line to order or where to stand while waiting for their order to be completed. One of the hallmarks of In-n-Out according to their website, In-n-Out.com is that nothing is ever frozen and that one’s burger is not made until you’ve ordered it. Given this, obviously there are going to be times during a rush when a patron is going to have to wait. The failure to properly plan the space allocation produced confusion, not only in me, but others around me as expressed by their questions, comments, and facial expressions. Confusion and frustration are not emotional responses I want any of my client’s patrons experiencing.

Additionally, while generally pleasant, the staff of the In-n-Out had not been trained on how to interact with the patrons to reduce or eliminate the confusion of where to go to place an order or to wait. Thus, the Human Interaction element of Interior Branding was also not fully addressed, further impacting the frustration and confusion of the poor space planning.

So, what does this have to do with designing a salon or spa you might ask? Well, think about your business and traffic flow coming into and out of your space. As one steps through the front door is it obvious where to go to check in? If more than one person arrives at the same time, is there plenty of space, and an obvious place, to wait? What does this do to those trying the check out and leave? Do they have to cross through those waiting to check in? Can those checking out pay their bill, schedule their next appointment, and ask questions without everyone waiting to check in overhearing their conversation?

Lastly, how has your staff been trained to deal with a sudden flood of clients? Do they get flustered or keep their cool? Do they help direct traffic to alleviate traffic congestion? Do they take steps to insure the privacy of clients? The key is to remember that your brand is defined by how people remember their experience at your salon or spa, and Interior Branding is about shaping and controlling those experiences so the emotional response is always a positive one. s

WRITTEN BY JAMES KUESTER

ABOUT THE AUTHORGrowing up in Indiana, James was enthralled with the sophisticated art deco and art moderne world of 1930’s Hollywood. The scenes and settings Fred Astaire and Ginger Rogers danced their way through in The Gay Divorcee struck a chord, leaving a lasting impression. He longed to live in a world like the one he saw in the hotels, apartments, and nightclubs presented by Hollywood. When he designs, he attempts to create spaces recalling these same emotions – spaces which are pleasing to look at, enhance their environment, yet just as the classics, never look dated or trendy. He founded Küster in January 2002 and immediately registered to exhibit at the International Contemporary Furniture Fair in New York. His work has been seen in Metropolis, Metropolitan Home, Home Décor Buyer, and Elle Décor. James’ background in industrial design lends a unique perspective to his work.

IMAGE

interior Spa Hollywood in Sarasota, Florida uses interior branding and design to enhance their client experience.

Even though I’ve spent a lot of time in California over the

years, I will admit that on my most recent trip I finally had the

opportunity to visit a California institution, an In-n-Out Burger

stand. While not there to critique the interior or the food,

which was very good by the way, I couldn’t help noticing some

of the things that In-n-Out did well, and not-so-well as far as

their Interior Branding was concerned.

tngM_SO10_62_Interior Branding.indd 62 8/10/10 5:11 PM

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CONNECT

Company founders, innovators and leaders have the answers to help you become more profitable and successful!

Do you have a question you’d like answered by an industry expert?

Send an e-mail to [email protected].

Ask the industry

What is one way for a business to make

a statement instantly?

EXCEPTIONAL Customer Service. I don’t know of any successful business that doesn’t emphasize this critical element as part of their success. I also don’t know of any company that doesn’t think they provide it. In my 23 years of providing hotel and spa supplies to some of the world’s finest 4- and 5-star properties, I’ve worked for some companies that really have provided exceptional service. In my experience, exceptional service means actively listening for the customer’s spoken and unspoken needs, offering immediate responsiveness and regularly providing value above and beyond the customer’s expectation. Companies that exhibit these attributes create extraordinary bonds with their customers who truly learn to trust and completely rely on them.

I’ve also worked for a company whose culture was one of, ‘hey, we’ve been in business since 1884, we must be doing something right.’ Many of the employees of that company believed their products were the best and that customers would buy their products regardless of how they were treated. I, needless to say, was not one of these employees. I went to great lengths and out on a limb many a time with my own colleagues in order to get them to honor production/delivery dates that I had committed to on the company’s behalf. It was a very challenging environment to say the least, but many of the customer relationships I built back then, as a result of these efforts, are still going strong today. What a relief to be here, where people get it.

Edmond Verbeke, Vice President Sales, TNG Hospitality

Our company, Betty Dain Creations, is a 65-year-old, family-owned business. I believe there are many

ways a business can make a statement instantly. One of the reasons why our company has been so successful all these years is the positive attitude and approach we take in our relationships with our customers. We make every effort from the beginning to do everything possible to satisfy our customers’ needs. In today’s world of technological advances, it’s easy to lose sight of that objective. We still employ a person to answer the telephone, which is often the first impression for a potential new customer. A satisfied customer is usually a happy customer for many years to come.

Dale Hill, Vice President Sales, Betty Dain Creations


A business’s mainstay is their logo. It is how clients easily identify your company. It is the first thing they see when they drive by, walk in, etc. It’s what sets you apart from your competitors. Updating your logo instantly makes a statement and brings new excitement to your business. A logo change helps keep your business strong, current and positive in your clients’ minds and helps them remember you.

When looking to update your logo don’t feel like you have to go all out crazy. Keeping a logo simple and clean makes it less dated and more professional. Don’t just choose a logo because it’s something you like; choose colors and images that your CLIENTS can connect with and reflect your brand, your mission and your image. For example, you might like rock-inspired art, motorcycle flames and black leather, but if your business is in a conservative retirement community, a rock-star logo might scare off your clientele. Instead, opt for calming colors and organic images to reflect the caring service you provide.

And if you have an icon you can play with, build on it. Just look at Apple and Target — brand identity at its best.

Heather Heiderer, Brand Manager, CIE

Prepare your team of people with one strong, clear and collective voice... then encourage them to take the message viral.

Jan Arnold, Co-Founder & Style Director, CND

tngM_SO10_64 Ask the Industry.indd 1 8/10/10 4:56 PM

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LACQUERS FROM LEFT TO RIGHT: Color So Hot It Berns, Just a Little Rösti at This, From A to Z-urich,

Glitzerland, I’m Suzi & I’m a Chocoholic, Diva of Geneva, The Color to Watch, Lucerne-tainly Look Marvelous, Yodel Me on My Cell,

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ESTHETICS AND MAKEUP


DEPILATORY

Beginner Makeup BootcampHOSTED BY BE PRODiscover a variety of exciting application techniques for numerous skin types and tones in this hands-on workshop. Uncover the hidden secrets to selecting flattering eye, foundation and lip colors. You will enjoy one-on-one makeup demos using be PRO’s exciting cosmetics.

BRING: Makeup brushes, paper and penINCLUDES: Free makeup gift ($25 value), lunch and certificate

9/13 10am-4pm FH $99 951996

Color Theory MakeupHOSTED BY BE PROThis class will show you how to work with different color palettes to choose and apply makeup colors to create looks for various skin tones. With these techniques, you will feel more confident with your entire clientele! We will focus on what colors and styles work best for each person you encounter.

BRING: Makeup brushes, makeup remover, pen and paperINCLUDES: Free gift, lunch and certificate

9/20 10am-4pm W $150 952003

Eyebrow ThreadingHOSTED BY ICONISTRY BEAUTYLearn the technique that allows you to take out a line of hair at a time and create a more defined shape for your eyebrows. Students learn step-by-step what is necessary to create the eyebrow and facial threading tool, how to use the tool correctly and what not to do.

BRING: Hair growth of 10–14 days on legs (you will self practice)INCLUDES: Threading kit, lunch and certificate

9/27 10am-4pm FH $375 952005

Brow & Lash CampHOSTED BY BE PROA brow and lash expert will take you through the fundamentals of designing the perfect brow shape for various face shapes and how to create beautiful, flirty lashes. This class will help you identify what shapes and products to use for brow design. The lash portion of the day includes instruction on taking wimpy lashes to the next level by learning mascara techniques and the proper ways to apply strip and individual lashes.

BRING: Makeup brushes, paper and penINCLUDES: Lashes, free makeup gift ($25 value) and certificate

10/4 10am-1pm FH $75 952019

Art of Airbrush MakeupHOSTED BY BE PROCome learn the basics of airbrushing foundation, contouring and highlighting to create a flawless canvas for traditional makeup. This will be a hands-on class to practice how airbrush makeup feels and looks and how to color-match skin using this technique that is great in the new HD world.

BRING: Makeup brushes, paper and penINCLUDES: Free gift, lunch and certificate

10/11 10am-4pm W $150 95202311/8 10am-4pm FH $150 952040

Intro to Film MakeupHOSTED BY BE PROLearn new makeup skills and theories while expanding your career with expertise in film makeup. This hands-on class will strengthen your understanding of makeup theory and use for film production. You will enhance your makeup application skills to achieve desired results on film through an understanding of the tricks of the camera and the effects of lighting on makeup appearance. The course identifies essential products to have in your makeup kit as well as proper film etiquette.

BRING: Makeup brushes, remover, paper and penINCLUDES: Free gift, working product, lunch and certificate

10/11 10am-4pm FH $150 952024

Holiday TrendsHOSTED BY BE PROWhether clients are attending an office party, holiday party or a romantic night out, they want to look their best. Learn to create evening looks or day-to-night looks with be PRO cosmetics.

BRING: Makeup brushes, brush cleanerINCLUDES: Free gift, lunch and certificate

10/18 10am-4pm FH $150 952027

Mastering the 8-in-1 MachineHOSTED BY TNGPerform professional skin care treatments using an 8-in-1 machine. See demonstrations for proper use, as well as a discussion on precautions and tips. Learn the benefits of equipment for skin type and contraindications.

BRING: Pen and paperINCLUDES: Lunch and certificate

11/15 10am-4pm FH $99 952047

Beginner WaxingHOSTED BY DEPILEVELearn application and pull techniques including the popular Brazilian Bikini Wax. The class will demonstrate leg, facial and bikini waxing. Participants will be paired up to wax and to be waxed. The success of this program relies on this kind of experience. You will also learn about the waxing products, how to conduct a client consultation, how to grow your business and techniques for troubleshooting.

BRING: Point tweezers and hair growth of 10–14 daysINCLUDES: Working product, lunch and certificate

9/13 10am-4pm FH $75 951995

Advanced WaxingHOSTED BY DEPILEVELearn application and pull techniques including troubleshooting concerns that may arise when you are waxing and working with your clients.

BRING: Tweezers, hair growth of 10-14 days, pen and paperINCLUDES: Working product, lunch and certificate

11/1 10am-4pm FH $75 952037

To register for classes call: 800.362.6245

Class schedules are subject to change or cancellation any time prior to the

scheduled date based on enrollment.

Classrooms open 30 minutes prior to course start times.

Purchased classes are not exchangeable and are nonrefundable.

SCHEDULE OF COURSES

tngM_SO10_66-69 Academy Schedule.indd 1 8/10/10 4:02 PM


MASSAGE/BODY TREATMENTS

Spa WorkshopHOSTED BY BIOTONEEffectively add spa services to your business. Learn hands-on how to perform the most commonly requested spa treatments including exfoliations, mud body wraps, foot treatments, aromatherapy wraps, spa back and cellulite treatments. You will give and receive these therapeutic treatments.

BRING: Tennis shoes, flip flops, 14 hand towels (preferably dark), 1 bath towel, 3 bath sheets, 3 double or queen flat sheets, 1 fitted sheet, blanket, 1 small ice cooler, plastic trash bags, pen and paperINCLUDES: Working product and certificate

9/20-21 8:30am-5:30pm FH $339 952002

Athletic WorkshopHOSTED BY BIOTONEAthletes come in all shapes, sizes and ages. Learn how to identify, recruit and effectively work with this target market. Build on the skills you already possess and apply them to work with a specific type of massage application for athletes with clear cut and practical techniques.

Explore Kinesiology of the athlete — the interaction between the skeletal system, joints, muscles and neural activity. Perform basic pre-event and post-event massage protocols. Incorporate recovery and maintenance massage into a treatment plan based on their needs and training schedule. Identify, discuss and address sport specific physiology, pathology and soreness patterns. Review the properties, assessment and charting of human movement, posture, range of motion and gait.

Demonstrate basic clinical techniques including joint mobilization, stretching, specific tissue techniques as well as utilization of allied modalities (cryotherapy, hydrotherapy, aromatherapy etc.). Apply basic marketing and strategic communication skills that will ensure clients will want you on their team. Earn 16 NCBTMB CE contact hours.

BRING: Tennis shoes, flip flops, 14 hand towels (preferably dark), 1 bath towel, 3 bath sheets, 3 double or queen flat sheets, 1 fitted sheet, blanket, 1 small ice cooler, plastic trash bags, pen and paperINCLUDES: Working product, lunch and certificate

10/11-12 9am-5pm FH $339 952022

Earn aFREECLASS*

When you attend 10 classes, your next class is

FREE*!

* Free class can be applied to any course up to $100 in value. Please indicate you are redeeming a free course when registering.

For a complete course listing, visit tngworldwide.com/education.

To register for classes, call 800.362.6245.Located at:

tng worldwideGlobal Distribution Center

New Hudson, MI

ORDER TICKETS TODAY!CALL 800.362.6245

Our state-of-the-art education facilities bring you celebrity guest artists and courses comparable to top academies around the world. Education provides inspiration and keeps your profession exciting.

Please have your professional or store license number or student identification and course item # available when registering. All hair courses are accredited through the state of Illinois. Some courses are accredited through the state of Ohio. Please call TheAcademy Education Director for details at 248.347.7700 x2969.

TheAcademy West (W)1760 44th StreetWyoming, MI 49509

TheAcademy (FH)23200 Haggerty RoadFarmington Hills, MI 48335

CLASS LOCATIONS:

at TheAcademy

FREE*!

Photographers Wanted!TNG Fans: Share your class experience on our Facebook fan page! Bring your cameras and snap some pics! Then post your favorites on our wall for all to see.

TheAcademy Student Discount Card

2010 Industry SummitsManicure & Pedicure

October 3

Tanning November 20

• Leading manufacturers showcase newest products.

• Business building sessions.

• Special savings on purchases.



NAILLiquid & Powder MastersHOSTED BY CNDMaster fundamental nail skills and premium techniques unique to CND in this intensive course. Includes a quick refresher on basics — including P.R.E.P. and salon wellness — as well as a new business-building content like Custom Client Services, Advanced Design Principles and Zone Finishing. Develop a competitive edge, great service quality and boost to your earning potential.

BRING: All manicuring implements, lamp and one hand free of productINCLUDES: Liquid and Powder Master Kit, lunch and certificate

9/13 10am-4pm FH $225 951998

Acrylic SystemsHOSTED BY OPIMeet all your salon needs with OPI’s extraordinary range of acrylic systems! Features Absolute Liquid & Powder Technology — unsurpassed colors, workability, adhesion and bubble-free performance. Competition Acrylic System — OPI’s fastest-setting acrylic system with the industry’s whitest white. You will learn proper product placement, precise brush angles and methods for structural integrity, three-bead technique for sculpting, quick one-bead sets and overlays, makeover technique for elongating short nail beds and ProFiling techniques for fast finishing. Sculpt perfect smile lines and C-curves in record time.

BRING: All manicuring implements and one hand free of productINCLUDES: Free gift

10/18 8:30am-12:30pm FH $39 95202811/15 1pm-5pm FH $39 952046

Axxium Gel SystemHOSTED BY OPILearn how to work with both Axxium gel system and the soak-off Axxium system. We will cover natural nail strengthening techniques, the floating method for sculpting pinks and whites, and how to create flawless free edges and techniques for fast finishing.

BRING: All manicuring implements, UV gel lamp, any Axxium supplies to do a set of nails if available and one hand free of productINCLUDES: Working product and certificate

10/18 1pm-5pm FH $39 952029

Shellac Attack WorkshopHOSTED BY CNDYou won’t believe your eyes — or your profits! See and try the newest incredible nail color innovation by CND. Experience the ease and unbeatable results of patent pending UV3 Technology! Goes on like polish, wears like gel and comes off in minutes… Really! During this hands-on demo you will learn all you need to know about the product and how to WOW your clients.

BRING: All manicuring implements, hand towels and one hand free of productINCLUDES: Free gift

10/25 9am-12pm FH $29 95203210/25 1pm-4pm FH $29 952033

Gel MastersHOSTED BY CNDMaster fundamental gel nail skills and premium techniques unique to CND in this intensive course. Includes a quick refresher on basics — including P.R.E.P. and salon wellness — as well as a new business-building content like Custom Client Services, Advanced Design Principles and Zone Finishing. Develop a competitive edge, great service quality and boost to your earning potential.

BRING: All manicuring implements, lamp and one hand free of productINCLUDES: Brisa Master Pack, lunch and certificate

11/1 10am-4pm FH $225 952038

Clarite Odor & Tack-FreeHOSTED BY OPILearn innovative acrylic techniques for fast pink & white sculptures and overlays, proper product placement, precise brush angles and methods for structural integrity. Learn how to give your clients natural looking nails and learn profiling techniques for fast finishing.

BRING: All manicuring tools and implements, favorite OPI acrylic brush, lamp and one hand free of productINCLUDES: Free gift

11/15 8:30am-12:30pm FH $39 952045

Clipper WorkshopHOSTED BY AMERICAN CREWIn the morning demo session, an American Crew All-Star guides you through the intricacies of clipper working, teaching the completion of clipper cuts and the appropriate methods for clipper use. In the afternoon work hands-on with guidance to complete the clipper cuts from the morning demo.

BRING: Clippers, clipper guards, cutting tools and spray bottleINCLUDES: Manikin, lunch and certificate

9/20 10am-4pm FH $199 95200410/18 10am-4pm W $199 952030

Clipper WorkshopHOSTED BY WAHLIn this hands-on clipper workshop you will learn clipper maintenance, how to choose the proper clipper for the cut and the preferred type of clipper for men’s hair cutting. Discover what to look for in a good haircut for men in your salon. Instruction will also cover techniques for using the trimmer. All your questions will be answered in the workshop.

BRING: Clippers, combs, cutting tools and spray bottleINCLUDES: Manikin

10/25 10am-4pm FH $99 952031

Styling & FinishingHOSTED BY MOROCCANOILThis course is split into a look & learn session and a hands-on workshop. No discounts on Moroccanoil classes.

Look & LearnA revolutionary styling, finishing and conditioning hair product… Introducing the power of Moroccanoil. Moroccanoil has developed a unique, ultralight, non-greasy formula of Argan oil that seals in shine, producing silky perfection for all hair types. In this demonstration learn the benefits of Moroccanoil including its ability to restore over-processed hair caused by chemicals found in everyday-use shampoos, color procedures, perms and environmental factors. Also learn tips from the pros and how to create the prefect blowout to WOW your clients.

BRING: Pen and paper

11/15 10am-12pm FH $25 952043

WorkshopIncludes all of the instruction in the look & learn session, plus a hands-on experience. See and feel the results of Moroccanoil when you pair up with fellow classmates to give and receive treatments and blow outs.

BRING: All styling tools, pen and paperINCLUDES: Moroccanoil brush, free gift, working product, lunch and certificate

11/15 10am-3pm FH $75 952044

SCHEDULE OF COURSES

HAIR


Our state-of-the-art education facilities bring you celebrity guest artists and courses comparable to top academies around the world. Education provides inspiration and keeps your profession exciting.

Please have your professional or store license number or student identification and course item # available when registering. All hair courses are accredited through the state of Illinois. Some courses are accredited through the state of Ohio. Please call TheAcademy Education Director for details at 248.347.7700 x2969.

TheAcademy West (W) 1760 44th Street Wyoming, MI 49509

TheAcademy (FH) 23200 Haggerty Road Farmington Hills, MI 48335

CLASS LOCATIONS:


SCHEDULE AT A GLANCE

SEPTEMBER9/13 ........ Depileve Beginner Waxing

9/13 ........ be PRO Beginner Makeup Bootcamp

9/13 ........ CND Liquid & Powder Masters

9/13 ........ Kemon Edge of Style

9/13-14 ... Kemon Color Lab II

9/20 ........ be PRO Color Theory Makeup

9/20 ........ American Crew Clipper Workshop

9/20-21 ... BIOTONE Spa Workshop

9/27 ........ Iconistry Beauty Eyebrow Threading

9/27 ........ Kemon Edge of Style

OCTOBER10/4 ........ be PRO Brow & Lash Camp

10/11 ...... be PRO Art of Airbrush Makeup

10/11 ...... be PRO Intro to Film Makeup

10/11-12 . BIOTONE Athletic Workshop

10/18 ...... be PRO Holiday Trends

10/18 ...... OPI Acrylic Systems

10/18 ...... OPI Axxium Gel System

10/18 ...... American Crew Clipper Workshop

10/25 ...... Wahl Clipper Workshop

10/25 ...... CND Shellac Attack Workshop

NOVEMBER11/1 ........ Depileve Advanced Waxing

11/1 ........ CND Gel Masters

11/1 ........ Kemon Italian Touch F/W 2010 Collection

11/8 ........ be PRO Art of Airbrush Makeup

11/8 ........ Kemon Bella Brunetta & Perfecto Rossi

11/15 ...... Moroccanoil Styling & Finishing

11/15 ...... OPI Clarite Odor & Tack Free

11/15 ...... OPI Acrylic Systems

11/15 ...... TNG Mastering the 8-in-1 Machine

To register for classes call: 800.362.6245

Class schedules are subject to change or cancellation any time prior to the

scheduled date based on enrollment.

Classrooms open 30 minutes prior to course start times.

Purchased classes are not exchangeable and are nonrefundable.

Edge of StyleHOSTED BY KEMONThis course is split into a look & learn session and a hands-on workshop.

Look & LearnThe leader in Italian Hair Fashion invites you to experience our interpretation of the “UPSTYLE.” Members of the Kemon Artistic team will demonstrate how to create looks from Kemon’s Bridal Collection along with fast and fabulous updos to fit all your clients’ VIP events.


9/13 10am-12pm FH $39 9519999/27 10am-12pm W $39 952006

WorkshopIncludes all of the instruction in the look & learn session, plus a hands-on experience. You will leave confident you can offer your clients the updo pictured in their favorite fashion magazine.

BRING: Brushes, blow dryer, curling iron, flat iron, rubber bands, rat tail comb, clips, pen and paperINCLUDES: Manikin, lunch and certificate

9/13 10am-4pm FH $150 9520019/27 10am-4pm W $150 952007

Color Lab IIHOSTED BY KEMONAfter the completion of Color Lab II, you are ready to move to advanced levels few have explored. This course teaches you how to successfully color match, custom formulate, create tone-on-tone highlighting, perform color corrections and overcome challenges. You will also learn secrets and tips on how to do amazing techniques on your clients.

BRING: Blow dryer, combs, brushes, cover up, pen and paperINCLUDES: Manikin, working product, lunch and certificate

9/13-14 10am-4pm W $199 951997

Italian Touch F/W 2010 CollectionHOSTED BY KEMONEach Fall/Winter, the Kemon Technical team based in San Giustino, Italy, works with the finest photographers, models, and settings to create their version of seasonal collections. These trends are then learned by our Head Coach first-hand in Italy so we can bring it back to you.


11/1 10am-1pm W $25 952039

Bella Brunetta & Perfecto Rossi (beautiful brunettes & perfect reds)HOSTED BY KEMONThis course is split into a look & learn session and a hands-on workshop.

Look & LearnCafé! Carmello! Hazelnut! Chocolate! Brunettes are on the runway! In this class you will discover how to create even more beautiful brunettes and perfect reds! Tone-on-tone, color balancing and subtle highlights will round out your color portfolio giving you the “Italian Edge.” Taught by Eric Lindsey, Kemon National Platform Artist, color and correction specialist and balayage master. You will take your current skill set to the highest of heights, you will leave this class with all the RED tips you need to be a complete RED-OLOGIST!!!


11/8 10am-12pm FH $39 952041

WorkshopIncludes all of the instruction in the Look & Learn session, plus a hands-on experience with Eric Lindsey.

BRING: Working bag with combs, brushes, blow dryer, pen and paperINCLUDES: Manikin, working product, lunch and certificate

11/8 10am-4pm FH $199 952042

Eric Lindsey, Kemon National Platform Artist



As people are becoming more concerned about poverty and suffering around the world, Corporate Social Responsibility has become somewhat compulsory for many large corporations. According to the Giving Institute (www.givinginstitute.org), Walmart, Microsoft, Johnson & Johnson, Exxon, AT&T and many others are known for donating millions of dollars to charities each year. Yet they only account for about 5 percent of all donations to U.S. Nonprofits.

The significance of this statistic is the fact that the largest donor group is made up of individuals and small businesses. According to a study by the Wells Fargo/Gallup Small Business Index, a staggering 90 percent of small businesses support local charitable organizations and nonprofits. Though the individual contributions may be small compared to the donations from multimillion-dollar corporations, they are collectively contributing billions of dollars to philanthropy.

All of this goodwill reflects positively on small businesses in local communities and does not go unnoticed. As the economy shrinks and the public becomes more aware of the struggles that local charities are experiencing, raising funds to help these organizations increases a businesses visibility and may even bring in new revenue. The key is to maximize exposure by publicizing events or donations through media attention, newsletters and advertisements. People feel better when they associate themselves with businesses that are helping the community. For some people suffering through their own hard

times, doing business with a company that supports charities may be the only way they can help causes they care about.

Charity Marketing: A Mutually Beneficial ArrangementObviously, the charitable organizations benefit by partnering with businesses, but it’s also a good marketing strategy for those companies that make such a commitment. The keys to successful charity partnerships include choosing the right charity partner, choosing the right avenue of making donations, and choosing the right marketing strategy to inform your customers about your involvement.

Partner with a Charity that Reflects Your ValuesFinding a charity whose work and values are reflected in your company’s mission is an important first step. Support of any charity is a good move, but finding one that compliments your vision and your customer’s values will maximize the rewards for the charity and your business. For example, when Storyville Coffee (www.storyville.com) was looking for a charity partner, they sought to extend their philosophy that a cup of coffee is a catalyst to slow down and create space to dream and imagine. They found their match with the International Justice Mission’s (www.ijm.org) fight against human trafficking and modern-day slavery. By helping the IJM’s work to physically set people free, they also helped those people become free to

dream. Storyville Coffee and the International Justice Mission worked together to develop a plan to help raise money and awareness of human trafficking. To spread the word, Storyville Coffee publicized their decision to donate 100 percent of their profits for an entire month and to organize and sponsor a national concert tour to raising awareness about International Justice Mission. Through these charitable acts, people heard about and cared about Storyville Coffee.

Create Your Avenue to DonateDepending on the type of business, there are several ways to raise monetary donations for a charity partner.

1. Percentage of Sales — As illustrated in Storyville Coffee, if you run a business that sells products or services, it is simple to designate a percentage of profits towards a charity donation. This could be an across-the-board percentage of total sales, or it could be a percentage of a particular type of product or service sold. Product-based businesses can designate certain products to generate donations. Service-oriented businesses can offer discounted deals and packages with some of the proceeds benefiting the charity. Be creative in offering your charity designated products or services.

2. Private Label Products — Any number of products can be developed and sold to benefit the charity. There are many private label companies that produce products such as

charitable marketing

CONNECT

How Small Businesses Can and Do Help Charities

tngM_SO10_70-71 Charitable Marketing.indd 70 8/10/10 3:11 PM


beverages, condiments, chocolates, cosmetics—almost anything you like. These products can be customized with a private label.

An example of a private label success is Ethos Water, founded in 2001 as a social start-up venture to help children around the world get clean water. It was acquired by Starbucks in 2005. Ethos Water and Starbucks are committed to raising awareness of the World Water Crisis. The water is now sold in Starbucks stores and in many large grocery, convenience and drug stores throughout the United States and Canada. A portion of the sales goes towards humanitarian water programs.

3. Affiliate Sales — Businesses can partner with charitable organizations who promote the company which in turn donates a commission or portion of the sales generated back to the charity.

Getting the Word Out1. Enlist the Charity’s Lists — Enlist volunteers of the charity to sell your role in making donations. Ask them to send out information in their newsletters and fliers and spread the word on social networking sites such as Facebook or Twitter. Give them additional incentives to encourage higher sales. You will benefit from

the increased exposure, and they will earn much-needed funds.

2. Organize an Event — Special events to help raise funds for your favorite charity can be rewarding and fun for the whole community. Encourage other businesses in the area to participate by helping with the organization of the event or by volunteering services in exchange for their name being included in the list of sponsors. To save costs, get as many special deals as you can by explaining the event is for charity. In any negotiation, always ask “Is that the best you can do?” You will be surprised by how powerful that simple sentence can be.

Not all charity events need to be like a national concert tour. An example of a local charity fundraiser is one held recently in a small town in New England. The event was advertised as semi-formal and was held in a beautiful bed and breakfast. The owners were happy to offer the inn at no charge since they let people tour the rooms and take brochures. To keep costs low, the food was kept simple. The dining room was set up with a variety of cheeses, fruits, bread and crackers. Volunteers prepared and served hors d’oeuvres, desserts and wine to the guests. Another volunteer softly played

a violin in the background. They charged $75 per couple and sold items via silent auction that were donated by local businesses and artists. It was a very memorable event. Not only did they raise a considerable amount of money for the charity, but the generosity of the businesses who participated in the event made a lasting impression on the guests.

Charity Marketing isn’t just another marketing gimmick. According to the study by the Wells Fargo/Gallup Small Business Index, 80 percent of small business owners surveyed say they believe their community efforts benefit the communities they serve more than their own business. Being committed to giving back to the community, by helping those who are suffering and in need, reflects the core values that are important to many small businesses and their customers. ▲

WRITTEN BY CHERRYPLANET

CherryPlanet.com was founded to help local businesses attract customers by providing a platform for businesses to create coupon campaigns for free. The site offers a way for businesses to save money on advertising and marketing while helping customers save money while shopping and doing business locally. In addition, CherryPlanet is committed to donating 10 percent of their profits to worthy charities. Visit cherryplanet.com for more information.

Upcoming Strides Events• Miami, FL – Sun., 10/2 • Detroit, MI – Sat., 10/9 • Orange County, CA – Sun., 10/10 • Chicago, IL – Sun., 10/17 • Phoenix, AZ – Sat., 11/6 • New York, NY – Sun., 10/17

Visit cancer.org/makingstrides to fi nd an event in your area

every STEPmakes a difference

You can get involved by starting a team or joining an existing TNG team. Here’s how:• Go online to http://makingstrides.acsevents.org.• Select Corporate Supporters, National Team Program• Click the TNG logo.• Click the “Sign Up” link.• Choose an event nearest you and select “Start a new team” or “Join an existing team”.• Follow the step-by-step registration process, select tng worldwide from the Team Company drop down box, to complete your registration.

makes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differencemakes a differenceThis October, join us in the fi ght against breast cancer. tng worldwide (TNG) is proud to be a National Team Program member for the American Cancer Society’s Making Strides Against Breast Cancer, and a presenting sponsor for the Detroit Strides event.

Go the distance for yourself, your health and ACS!

ACS Five Star Investor

★★★★★

tngM_SO10_70-71 Charitable Marketing.indd 71 8/10/10 3:10 PM

DON’T LET YOUR

CONTROL YOU


CONNECT

You hurriedly walk into your office at 9:30 in the morning. You told your boss yesterday that you had to stop by a client’s office first thing, and assured him you would definitely meet your noon deadline. He was ok with it. All you need is one uninterrupted hour to complete your report. You poke your head in your boss’ office to tell him you are in and are still on track to meet the deadline. Instead of a simple acknowledgement, he immediately explodes — yelling and berating you for once again being late and not caring about deadlines, the company’s reputation and the department’s bottom line. He continues with the bad position you have put him in because now he has to explain to his boss why you came in late and missed the hard deadline that had been set for months. He then proceeds to project what will happen to him, and subsequently to you, after he gets chewed out by his boss.

What just happened? Your boss just lost control of his sanity and let his emotions totally take over. He gave permission for his reactions to bypass his logical, rational mind. His brain put him into a ”fight or flight” mindset and took the rest of his body with it. Physically his heart rate increased, his breathing became faster and shallower, and cortisol rushed through his brain as adrenaline shot through his body. Because his focus became very narrow, he reverted to actions he had taken in the past when confronted with similar situations, whether these actions were successful or not. And, after he calms down, he will regret his words and his actions — and you can expect an apology — again.

So why do we allow this to happen? Let’s step inside the human mind to dissect the situation.

We feel before we think — our emotions and our intuition precede our thoughts. Our rational thoughts can be manipulated by memories of past events — especially when those memories bring up emotional reactions. The more emotional the memory, the stronger and faster we are affected by it.

The front part of your brain is your rational brain. This is where your logic, consciousness and abstract thoughts reside. It encompasses approximately two-thirds of your brain’s total size.

“Inside” your rational brain is your emotional brain. This part houses your emotions, and where your pre-conscious memory begins. These two merge to label experiences as positive or negative, enjoyable or painful. The part of your emotional brain that generates emotions is your amygdala.

When our emotions take a strong hold on us and we react to the current situation, our amygdala, becomes hijacked. The brain positions the body and thought processes to fight the intruder or to flee and live another day. This narrow focus lasts for up to 20 minutes, and the toxins released into the body remain for four hours.

Your mind has the ability and capacity to change your reality — at least your perception of reality. The rational, thinking part of the process doesn’t stand a chance to emerge until emotions are exhausted and the person is spent. It is at this time when the rational brain activity kicks in and the person realizes they have made a complete fool of themselves. They then regret their actions, feel embarrassed or guilty and remorse causes them to apologize and eat crow.

EMOTIONS

tngM_SO10_72-73 Dont Let Emotions Control.indd 1 8/10/10 3:02 PM





However, in that split nanosecond before we consciously feel, we tell ourselves a story. This story is based upon our past, something that deeply affected us emotionally. This story can set our amygdala into a frantic state, a hijack. What type of stories do you tell yourself? Depending on what you value and how you perceive yourself, it can range from “your work is not accurate” to “you are not liked by your colleagues” to “you are not good enough.”

In the opening example, the “stories” that may have run through the boss’ mind might be something like this: “Last time I missed a deadline my boss called me ineffective and didn’t give me any important projects for nearly a year; my colleagues stayed away from me; my team lost respect for me; if I do it again my reputation will be ruined; I will never be promoted; I won’t be given any additional responsibilities; I may lose my job!” The brain remembers past experiences and perceives this as another ‘fight or flight’ situation. All this can occur in nanoseconds and without the boss himself realizing it.

There are two ways to stop this “hijack” from occurring:

1. Know what your hot buttons are and why they set you off. If certain words, or a certain tone of voice immediately makes you defensive, think about what that reminds you of … Parents? Teachers? Ex-friend? And how did that make you feel? Work through this in your mind by telling yourself “that was then, this is now… This situation is different.”

2. How do you react, and how do others perceive your reactions? You may think you have a poker face, yet others can see the daggers coming from your eyes. Does the smile on your face appear genuine, or strained, or more like a sneer?

If the “hijack” situation still occurs, there are ways to handle it:

1. Sincerely apologize for your reactions, and explain what set you off. Sometimes simply explaining what else is going on in your environment and in your mind will shed a light on your reactions. “I apologize for blowing up on you. The boss had just given me unrealistic deadlines, and unfortunately I took it out on you” or “I am sorry for how I reacted. With the stress of work, and home, your news was the straw that broke the camel’s back.”

2. Now that you are calmer, ask if you can revisit their conversation? “I have taken care of that crisis, and would like to hear your perspective on… Do you have time now to present it? Now that I have mentally adjusted my attitude, I am in a better frame of mind to hear what you came in to tell me. Is now a good time for you?”

3. Stay open to what he or she tells you. By doing that, you will reinforce his value to you and the company. You will also unconsciously remind him that you are the boss that he thought you were. As your mind can only focus on one attention-getting activity, this will help get your mind off whatever set you off and on to a more productive task.

Being aware of what causes you to react, and harness those strong emotions, can help make you more productive. It can also reiterate the values and worthiness of your team members. And who would not want to work for a manager that inspires you to grow and succeed! ▲

WRITTEN BY SHARI FRISINGERABOUT THE AUTHORShari Frisinger, emotional intelligence certified corporate trainer, consultant and speaker, helps companies with leadership, communication and teamwork challenges. Shari’s forthcoming book, Light Bulb Communications, is based on nearly 10 years of research on how effective communication can lead to exceptional leadership and teamwork. As President of CornerStone Strategies LLC, she’s worked with companies of all sizes, including Pfizer, Chevron and Johnson & Johnson. Hire her for your next speaking or training programs; visit cornerstonestrategiesllc.com or call 281-992-4136.

tngM_SO10_72-73 Dont Let Emotions Control.indd 2 8/10/10 3:02 PM

ONE DAY ONLY!Sunday, October 3, 2010

9 AM – 3 PMtng worldwide Global Logistics Center

New Hudson, MI

PROS ONLY!

Tickets available only to licensed manicurists

and salon owners.

LUNCH INCLUDED!Coffee, soft drinks and snacks also provided throughout the day.

MEET AND GREET!Our suppliers answer your questions and demonstrate

new products and techniques. You’ll save money too!

All in-stock products from participating suppliers are

30% off all day long. TAKE THE TOUR!

After placing your in-stock order and saving 30% from participating suppliers, get an inside look at our 175,000 sq. ft. distribution center.

Watch your order be picked and packed perfectly in less

than 15 minutes.

LEARN FROM THE BEST!

Every 30 minutes starting at 9 AM, sit back and relax as you listen to CEOs,

owners and VPs of leading companies talk about future business trends, and what you can do to prepare for where the industry is headed. See the latest in

fall fashion and a sneak preview of 2011.

SUMMITpresents...THE GREAT LAKESManicure & Pedicure

TICKETS!We know times are tough and since we

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Reader’s ResponseWhat are you doing to set yourself apart from the competition?

We want to hear from you!What challenge are you personally going to take on in 2011? What do you think will have the greatest impact on the industry next year? E-mail us your response and we may feature you in an upcoming issue! Send your response to [email protected]

“My goal from the very beginning was to offer skin care that really worked; massages that were therapeutic; and products that were

top of the line. My new staff and I researched skin care lines, attended our first trade show and gained momentum toward building the business on our shared vision. We stayed focused on our end goal and quickly earned a reputation of being THE place to go! We choose to view our competitors not as ‘competition,’ but rather as ‘motivation’ to be the best we can be!”

Nan Maddox, owner, Adiva’s Ageless Aesthetics Spa, Crestview, FL

“As the Twin Cities’ only destination spa, we strive to go simply beyond with each and every guest that visits. Additionally, we offer more than 80 spa services including massage,

body treatments, facials, nail services, waxing services and treatment enhancements — many more than nearby facilities. This provides guests with the utmost in new, innovative spa service choices. Visually, Ivy Spa Club has the impressive ability to sweep guests away from the bustle of downtown Minneapolis and into a quiet, tranquil escape with natural accents and a color palette of subtle green, beige and ivory. This includes an intentional focus on eco-friendly products. The natural, relaxed and comfortable decor compliments our Midwestern brand image.”

Pam Margolis, president, Ivy Spa Club, Minneapolis, MN

“We are involved in our community — a lot! Some of the ways we promote differently than our competitors include cross branding with

other businesses and advertising in magazines where it is unexpected (not in those where there are 15 other salons I have to compete with). I also work the internet, keeping my website up to date.”

Jen Thomas, owner, The Last Tangle, Overland Park, KSTNG Facebook fan post

“Our signature treatments, amenities and therapists set us apart from all other local spas. We have a hot and cold plunging pool as well as a steam room for our clients to use at their

leisure before or after their services. We also provide all of our therapists with extensive training and education in their respective fields. All estheticians must complete and pass our Boot Camp prior to even becoming an employee.”

Stefanie Salomon, operations manager, Bergamos Spa Retreat, Friendswood, TX

“Freepressrelease.com is a GREAT way to keep your salon name at the top of Google search engine.”

Beth Jessee, owner, Jessee Salon Group, Adrian MI TNG Facebook fan post

tngM_SO10_76 Readers Response.indd 1 8/10/10 12:54 PM

Does Your Hair Removal Kill Germs? When it comes to removing unwanted hair, nothing is more effective and safer than Nufree®... approved for use on over 98% of the body. Nufree is the only antimicrobial, anhydrous, non-wax hair removal system in the world. Because it’s not a wax, Nufree never sticks to the skin; so your clients won’t experience the pain, redness or swelling of typical wax treatments... only silky, smooth skin. Nufree uproots the entire bulb and hair shaft and doesn’t break the hair off, the way depilatories and waxes do.

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tngM_SO10_77 Equibal Ad.indd 1 8/10/10 12:47 PM


CONNECT

1. Preheat oven to 400° F

2. In large roasting pan, toss squash, onions, garlic and apples with the oil to coat. Season well with salt and rub. Roast, stirring every 10 minutes until vegetables are fork tender and lightly browned, about 30 minutes.

3. Put half the vegetables with 2 cups stock in a food processor and purée to smooth. Take the other half and combine with 2 more cups of broth. Return purée mixture to the pot. If the soup is too thick, add more broth.

4. Serve with a dollop of Pesto on top.

Linda Quinn, MS, RD (Registered Dietitian) is a Certified Dietitian-Nutritionist (CDN) in the State of New York, the official spokeswoman for the New York Apple Association and an active member of the American Dietetic Association. She resides in Syracuse, NY and actively promotes the health benefits of fresh fruits and vegetables. She is also the Nutrition Services Administrator for the Central New York Developmental Services Office, supervising nutrition services and a staff of 16 Dietitians for the eight-county agency that serves thousands of individuals with disabilities throughout Central New York.

New York Apple Association from nyapplecountry.com

directions

• 2 Empire apples cored and quartered• 1 large winter squash (2 ½ pounds) cut into 2” pieces• 2 medium onions, peeled and quartered• 3 cloves garlic• 2 tablespoons extra virgin olive oil• Salt and Cajun rub to taste• 4-5 cups vegetable broth

ingredients

by Linda Quinn, MS, RD

roasted New York apple & squash soup









tngM_SO10_78 recipe.indd 1 8/10/10 12:44 PM

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Share your success stories! Tell us what inventive ideas or promotions have helped you take your business over the top. Send your response to [email protected].

“Innovation is a major part or our business, and we also look to bring other business into ours. For example, we have a client that has a chocolate business, so we help out by selling it at our coffee bar area. We even added a boutique on the second floor — no other area salon has that. Our staff consists of 17 employees, the largest in our area, and we are continuing to grow in a rough economy, because we stay affordable!”

TammyBundrock,Hair Chateau Inc., Lockport, NY

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RESULTS


TheLastWord

Reflections on the Professional Beauty Industryfrom industry leaders and experts

What does it mean to be dedicated to the professional in a new social media landscape?Online forums and networks pose a modern challenge in an ever-expanding beauty industry – how to stay exclusive to the professional in the public eye. Thanks to Twitter, Facebook and other social forums, beauty companies are now able to cultivate and maintain a one-on-one connection with the professional that lives at the heart of their industry.

In beauty, it is imperative to look beyond the product to the people, focusing on the real needs and aspirations of the expert. Social media provides a window into the mind of the professional – their wants, needs and thoughts on current products and trends on the market. Social forums such as Facebook are unified by one collective unit of professionals that exchange information and ideas. When they are pleased or unsatisfied, they sound off. On these networks, the information flow, whether good or bad, correct or incorrect, is almost immediate and travels on a global scale. When discussions turn negative, companies must think and act fast or the brand can be badly damaged.

Now more than ever, it is necessary to foster a strong culture of honesty, integrity, trust, respect, communication and accountability with beauty professionals to distinguish your brand from the competition. Through social media, companies now have the unique ability to not only reach out directly to professionals, but also to communicate with their clients in times of success and difficulty. Companies can now convey what the current climate is and acknowledge that every voice will be heard. By engaging in open conversations and providing prompt responses to all commentary via social media, companies are able to shape public and professional opinion of their brand and products.

Social media creates an opportunity to brand services that were once “back bar” brands primarily known only to professionals. At first, the blurring of lines was scary to many, but now this platform creates a forum for professional brands to have wider recognition, which in turn can drive salon business. Instead of investing money in advertising, companies should utilize these outlets to speak out to professionals and expand brand recognition among professionals and consumers alike. ▲

John HeffnerCND President and CEO

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sept/oct 2010 tis magazine

Documents

cnd brisa gel ad

amber ad

cuccio ad

essie ad

clubman ad

industryjoins tng

h8 w x

h9 w x