the industry source magazine march/april 2010

March/April 2010

THE INDUSTRY

March/April 2010March/April 2010

THE INDUTHE INDUTHE INDUSTRY

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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.

Aimee Gurski, [email protected]

Design Staff:Jon Schofield, Creative DirectorShelly Schroeder, Senior DesignerDawn Elledge, 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 Bridal Collection

Contributors: Joe Calloway, Cherryplanet.com, Daniel Burrus, Nathan Jamail, Tim Ursiny, Erin Ferree, Gary S. Goodman, Pam Lontos, Maurice Ramirez

© 2010 tng worldwide. All rights reserved. 28page

Recently, budgets weighing heavily on their mind,

consumers have made price the most significant factor

in purchasing decisions. Differentiating your business

by mastering a basic customer expectation, such as being the

fastest to serve or offering more selection and customization

than competitors may be your key to escaping the price war.

FEATURES24Keeping Customers LoyalIt costs five times as much to gain one new client as it does to keep an existing one. Without the right relationship and care, your “satisfied” clients might leave you for what they consider to be a better deal somewhere else. Keep your valuable customers loyal by remembering the human side of doing business.

32It's a High-Definition WorldPerformance HD represents the next generation of hair color, with superior definition, tone and a fierce shine. Kemon National Artistic Coach Robert DeBartolo talks about what makes Kemon’s newest color line so revolutionary and what stylists and clients can expect when using it.

38Building a BrandSince Kemon arrived in California last year, Gigi Linde has been a driving force in promoting brand awareness and product education. She tells us why she has been so successful in this new market, and what Kemon can offer that meets what today’s stylists need.

42How to Focus Instead of Flounder

Are you stressed? Distracted? Finding it hard to get things done? Sometimes when times get tough, we can get overwhelmed and it’s hard to regain traction. Here are three simple strategies to get back on track and increase productivity.

58 Recipe for Success

Since opening in 2002, spa ni’joli has been recognized every year for continued growth. Owner Nicole DeRosa shares what has contributed to her success in providing top-notch service in a high-end atmosphere while keeping it affordable for clients.

66 "Some Products Change Business Forever..."

Perron Rigot has been manufacturing high-quality depilatory waxes for more than 30 years under the brands Cirepil and Escential. As a recognized expert worldwide, they are strongly committed to professional training and education.

What's Your T IEBREAKER?

18 THE INDUSTRY SOURCE March/April 2010

MARCH/APRIL 2010

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CONTENTSLASTING IMPRESSIONS22 Message from the CEO24 Keep Your Customers Loyal26 Connect with Customers28 What’s Your Tiebreaker?30 Create Social Media Guidelines to Reach Your Customers

INNOVATESPECIAL SECT ION: KEMON32 It’s a High-Definition World34 Kemon Coaches’ Corner35 A Perfect Match 38 Building a Brand

CONNECT64 Ask the Industry66 “Some products change business forever…”68 The Top 5 Mistakes of Social Media Marketing70 Book Review: Outstanding!72 Moroccan Spiced Strawberry Jam74 S.P.A. at The Pavilion: Schedule of Courses76 TheAcademy: Schedule of Courses78 Reader’s Response

RESULTS80 Ad Index80 REFLECTIONS of Beauty, Things We LOVE81 thebeautybook Sale!92 The Industry Source Exclusive Sale!96 The Last Word

WINNo One Likes to be Sold 40

How to Focus Instead of Flounder 42

JUST IN!New Products 44

IMAGEThe Layers of Your Brand 56

Recipe for Success: Top-notch service, 58 high-end atmosphere and affordability

I’m Not Sure, But I’d be Happy to Find Out 60The Future Looks Bright 62

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Lasting impressions | message from the ceo

22 the industry source March/April 2010

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Back in the day when gasoline was well under a buck a gallon, gas stations were full service. When you drove

your car up to the pump, an attendant would come out and ask what type of gasoline you wanted and how

much. a typical response would have been, “Fill ‘er up with regular.” While the pump was pumping, the

attendant would wash the front windshield, check the oil and if requested, check the tire pressure.

can you imagine the impression you had when you left the station? oh, on weekends some stations even

passed out balloons and treats.

along came the first self-serve station and people were up in arms. people lamented that there was no way they

were going to get out of their car, pump their own gas, clean their own windshield, all to save a nickel a gallon.

But the early adopters did just that. in fact, the early adopters loved the fact that they didn’t have to wait for

an attendant to ask them what they wanted so they could pump their own gas quickly and get the heck out

quickly. For these customers, their impression of self-serve stations was outstanding.

today the entire process is self-serve at the pump and we are impressed if the station has paper in the paper

dispenser to clean the windshield. We went from high expectations to virtually no expectations.

this issue of The Industry Source magazine focuses on the importance of lasting impressions. research has

suggested that those businesses that create a lasting impression are more successful, retain customers longer

and have higher engaged employees. For service establishments such as salons and spas, i can think of a few

key take-aways that are essential to create a favorable lasting impression.

on a side note, 2010 is zipping by and spring is around the corner. now is the perfect time to do a little spring

cleaning at the cash wrap and retail area. mark down slow selling items and bring in a few new seasonal items

to add some spark. and who knows, those new retail purchases might give your clients a favorable lasting

impression. But please, skip the balloons.

Larry gaynor, president & ceo, tng worldwide 800.362.6245

1. Know first and last names. people love to be called by their name. remembering their name and saying

their name goes a long way. Hotels always use last names; it’s best to find out if your clients prefer first or

last names.

2. offering something special during the visit. a waiter putting a couple mints on the credit card

holder is a lasting impression. Why not do the same at the salon when presenting the check? or

offer a complimentary paraffin dip, massage treatment at the backbar or an extra sensation in the

treatment room.

3. allow the customer to leave the salon with a smile on their face. after rebooking, call the

customer by name and tell the customer you look forward to seeing them next time.

4. send a birthday, anniversary or acs card. Let the customer know you made a donation on their behalf.

5. make the customer feel like they are a V.i.p. Keep the relationship intimate by eliminating use of

phones, wireless devices, and contact with other employees.

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The Acme Widget Company needed to increase revenue and profits, so they undertook an initiative to attract new customers. They launched a new advertising campaign and offered special deals to first time buyers. They were initially delighted to see a significant and immediate increase in new customers. Their joy was short lived, however, as they saw revenue and profits actually decline.

The Acme Widget Company made a classic business blunder. As new customers came in the front door, existing customers were leaving in greater numbers through the back door. They had violated one of the most important rules of business: never take your customers for granted.

Even a small reduction in customer defections can significantly increase profits. Because your fixed costs don’t change much regardless of how many customers you have, the retention of existing customers is vitally important in maximizing profit. Creating and strengthening customer loyalty must be a top priority of any business if it is to grow and prosper.

Merely “satisfied” customers won’t cut it in today’s marketplace. Countless studies have shown that satisfied customers will defect in a heartbeat if they think they can get a better deal somewhere else. You’ve got to create completely satisfied customers whose loyalty can’t be swayed no matter what your competition offers them.

Here are ten essential tactics to keep customers loyal:

Take a big picture approach. Demonstrate how your product or service can help them accomplish their big picture, long-term goals.

Speak their language. Don’t use your industry jargon, use theirs. Show them that you have a depth of understanding about their business that your competition just doesn’t have.

Be a source of intelligence. Dedicate yourself to finding new information and insights that can help your customers succeed.

Know who the customer is today, not yesterday. Your customers constantly change. You have to know how to serve your customers’ current needs, not their needs from a week or a month ago. Stay current on changes in your customer’s situation.

Point out what an incredible deal they’re getting. What are you doing for your customers that provides value, but that they may not know about? Let them know what you’re doing that goes above and beyond the expected.

Make it the first six weeks again. The first six weeks of any relationship are magical. Everyone loves everyone. Gestures of appreciation are made on a regular basis. Then it starts to get old. We don’t try as hard anymore to make a great impression. Go back to that first six weeks. Make it magical again.

Make them tell you how to be better. Don’t ask your customers if they’re happy. Ask them how you can be better. Make them tell you. They will appreciate that you are making the effort and you will gain some information that can lock in loyalty.

Find out who’s trying to break you up. Your competitors are always trying to steal your customers away. Find out what they’re whispering in your customers’ ears. Match or beat any value that your competition if offering. (That doesn’t mean you have to beat their price. You just have to beat their value.)

Continuously audit your “easy to do business with” factor. Look at every touch point you have with your customers, including website, telephone calls, invoices, or anywhere else you interact with your customer and see how you can be easier to do business with. It’s the number one rated factor in business-to-business buying decisions.

Have a face-to-face, heart-to-heart “thank you” session. Don’t discount the significance of expressing appreciation to your customers. Get in your car or on a plane, and tell them in person how very much you appreciate their business. It could prove to be your best insurance against defection to a competitor.

Remember that customers tend to leave because they didn’t like the human side of doing business with a provider of a product or service. Be sure that you are competitive with price and quality, and always be vigilant about that human side of doing business. s

WRITTEn BY JOE CALLOWAYABOUT THE AUTHOR:Joe Calloway is a partner in Engage Consulting Group, and author of several best-selling business books including the newly revised edition of Becoming a Category of One (August 2009, Wiley). Corporate heavyweights BMW, American Express, IBM and many more have sought his insight into today’s marketplace. Joe provides consulting to help companies accelerate their strategies and make their visions reality. To purchase his books or hire him as a consultant, visit joecalloway.com or call 615.383.2249.


Lasting impressions

Keeping CustoMers LoyALThe Human Side of Doing Business

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Once-thriving businesses are struggling to survive in today’s economy. Many are making spending decisions based on “What can I afford?” rather than “Where can I invest my money to make my business grow?” When payroll and other expenses take priority, the advertising and marketing budget is the first to go. Lacking the resources of large corporations, small and medium-sized businesses find it particularly challenging to keep their heads above water. In addition, they are struggling with lower-than-average sales, difficulty getting loans, rising interest rates, and the ever-present threat of increased taxes and government regulation.

Most business owners know that the key to success in any economy, good or bad, is the ability to connect with customers. Businesses that are firmly established in the community will be in a good position to weather economic storms and will excel when the economy recovers. To be among the leaders, you have to get your name out there.

So how do you attract attention, get new customers and maintain customer loyalty with a limited advertising and marketing budget?

Get CreativeTake stock of what you have to offer your customers and come up with a plan to stand out from the crowd. Customers are expecting more from their hard-earned cash and will find it easier to spend money where they are getting the best customer service. The owner of Hotwire Online Coffeehouse has set up a system that helps her and her employees remember their regular customers' names. Customers appreciate the exceptional service and feel welcome and at home in the coffee shop. The GONE Art Gallery and Frame Shop attracts customers by hosting art shows featuring local artists. They get the word out for the show through local advertising and through their email newsletters. The kick-off for each show is parties open to the public and includes live music and hors d'oeuvres.

Offer IncentivesOffering coupons as incentives is a tried-and-true way to get people in your door and spending money. The coupon industry is exploding because consumers are actively looking for ways to save money. A recent survey conduced by Harris Interactive (2009) found that a growing number of consumers will not make a purchase without a coupon.

However, many small businesses simply do not have the budget for the printing and distribution of coupons.

Instead of going the traditional route, use companies that specialize in doing the hard work for you. These “coupon” companies specialize in creating and managing coupon campaigns for other businesses, at little or no cost, and with surprisingly fast results. By providing your information and the details of your special offer, these organizations will generate a “coupon campaign” for you, and allow users online to search via zip code, product, company or service to find your deal.

Establish Your Online PresenceBusinesses that don't already have a web site need to get one. It's a sign of credibility today—even if your site doesn't attract much attention, you'll lose business if you don't have one. Many, if not most people will choose a business with a web site over one without. Web sites don't cost thousands of dollars anymore and there are many tools available to people who want to create a web site themselves. Yet, many small businesses are still daunted by the perceived costs and difficulties associated with having a web site. Using a free open-source Content Management System (CMS) like Wordpress, Joomla or Drupal, it's easy to create excellent sites and there are many free templates and online support for these systems. Professional web site templates, including sites that support flash and other advanced features, are available for as little as $60 and can be hosted for around $5 month, sometimes even less. Companies like HostGator.com and GoDaddy.com have very competitive hosting prices and offer good products that will get you up and running very quickly. You can check online for other companies and packages to make web site creation simple – even if you have little or no experience.

LASTING IMPRESSIONS

CUSTOMERSWITHCONNECT


tngM_MA10_26-27 Connect with Customers.indd 1 2/5/10 2:12 PM

Savvy business owners take advantage of online social media marketing. Accounts on sites such as Facebook and Twitter are free and easy to set up, and can yield big dividends through increased exposure. The New England Dance Conservatory in Massachusetts bartered with one of their students: free dance lessons in exchange for a web site, and the establishment and maintenance of profiles on Facebook and Twitter. The owner and artistic director, Shelley Ziebel, said she has already seen an increase in the number of students who have enrolled as a direct result of their online presence. They also put a blog on their site, which encourages users to upload videos and pictures of the dancers. This is helping to create a community of loyal customers.

Organize a Fund RaiserIt is difficult for many people to give to charity in this slumping economy. When the community sees businesses participating in fundraising events and helping the needy, it leaves a lasting positive impression. Even simple things like putting a sign in front of your store telling the community that you are collecting canned goods for the local food bank can positively impact your organization. Or join with other businesses in your community to organize something bigger. Local newspapers and media outlets may be willing to publicize worthy events in the community. The Noah's Arc Animal Hospital has organized an event where people can bring their pets to be professionally photographed. They put fliers all over town, and because all proceeds are being donated to a local children's hospital, they are getting a lot of attention.

AbOuT THE CONTrIbuTOr: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, Cherry Planet is committed to donating 10% of their profits to worthy charities. Visit cherryplanet.com for more information.

These are just a few ideas on how to survive and even thrive in a slow economy. be creative. Offer exceptional customer service. Give your customers incentives. Actively post content on social media sites such as Facebook.com and Twitter.com. be involved in the community. Get your name out there and you will be in a great position when the economy recovers. s

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order products 800.362.6245 the industry source 27

Clients visit their preferred stylist, manicurist or esthetician for self care, pampering and upkeep; it is as much about the physical as the psychological. And what is more pampering and nurturing than having attention paid, so make sure you personalize every client’s experience. On their appointment cards, record notes about their last visit that you will reference. For instance, you remember they mentioned a family wedding coming up-do they want to schedule a consultation for wedding day makeup or hair? Suggest a custom colored nail polish. Job interview or big date? Plan a service that will make them feel special and confident. Every salon has a personality and, just like a good friend, you want your salon to be a warm, welcoming place where your clients know they’ll have a bFF!

–Dennise masOn Nail Category MaNager, aMeriCaN iNterNatioNal iNdustries


Lasting impressions

Right now there are potential customers for your

business trying to decide whether or not to choose

you. Unfortunately, most of them can’t see much

difference between you and your competition. You’ve

all got good quality products or services. You all seem

to have competent, helpful people. It all pretty much

just looks the same. That leaves one factor to drive the

decision: price.

Welcome to the commodity trap. It’s a place in which lowest price almost always wins because customers don’t see any other difference. It’s not a place where most companies want to compete. To escape the commodity trap, you have to answer the toughest question in business: Why should I choose you?

From banking services and insurance products to fast food restaurants and medical clinics, today’s buyers just don’t see much difference in their choices. Unless you want to compete on price, you have to clearly differentiate from your competition. You have to have a tiebreaker. You have to give potential customers a reason to say, “Ok, that’s the difference. That makes my decision.” The good news is that you probably have one or more tiebreakers right now, you just haven’t developed them as such.

Tiebreakers usually aren’t anything particularly unusual or exotic, but more often the mastery of a basic customer’s expectation. The best way to discover and develop your tiebreakers is to list your customers’ basic expectations of you. Start by choosing one basic customer expectation and stake your claim with it. Improve your performance in that area until it becomes “your turf,” and clearly differentiates you from your competition. Reach the point where you have mastered the differentiator and can confidently say, “Nobody does this like we do.”

While basic expectations will vary depending on the nature of your customers, i.e. consumer retail or business to business, here are some typical areas that can prove to be powerful tiebreakers to differentiate you from the competition:

Be the fastest: Quick response and always on time. Become known for returning customer’s calls within one hour, guaranteeing two-day delivery but always doing it in one, paying your customer if you are late for a service call, or responding to e-mails with lightning speed. In today’s “I want it yesterday” world, being known for quick response or always being on time can be a powerful differentiator.

Be the easiest to do business with: Become the “no hassle” choice.This has been listed as the number one factor with business-to-business customers, and it has equal importance with retail consumers. Look at every aspect of how you interface with customers and correct anything that might make you the least bit difficult to do business with. Are your invoices clear and easily understood? Is your web site easy to navigate? Do you empower employees to say “yes” to customers without always having to get approval from a manager? Be easy to deal with and win more business.

Let the customer choose: Offer more selection and customization. Today’s customers want exactly what they want, exactly how they want it. Whether it’s the music mix on their iPod or their “no fat, no whip, double shot, extra hot” latte with a shot of vanilla at the coffee shop, everyone wants it their way. Let the customers decide. Give them what they want, not what you want to give them.

Demonstrate value: Competitive price and clear value. You don’t have to have the lowest price, but you do have to demonstrate that you’re a great deal. That’s the essence of value. Never take for granted that your customers understand that you’re worth what you charge. Spell it out for them. Educate your customers. It’s not their job to see your value, it’s your job to show them. All it may take is a realization of “Oh, I didn’t understand before how that was saving me money” for you to lock in customer loyalty. Value can also be as simple as sending seven when the customer orders six.

What’s Your Tiebreaker?Creating a Clear reason to Choose You instead of Your Competition

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Be relevant: Take a “big picture” approach to serving your customer. Look beyond the immediate needs of your customers to a bigger picture view of how you can help them succeed, make their lives easier, or create new opportunities for them. One company that sells pipe to building contractors invites its best customers to annual seminars on business development. An auto paint manufacturer offers its body shop customers help with programs on inventory control, accounts receivable and other business basics. A restaurant offers free baby food to customers with infants, making life easier for the family. Look beyond your core product or service and explore how a “big picture” approach can be your ultimate tiebreaker.

Solve problems on the spot: Empower employees to make it happen. Nothing is more frustrating to customers than hearing the words, “I’ll have to ask my manager” or “I’m sorry, but our policy is...” Train your employees to resolve customer problems fairly, amicably, and, whenever possible, on the spot. Effective problem resolution can win you customers for life.

The ultimate tiebreaker: Consistency of performance. While it’s great to hear “superstar” stories about employees that go above and beyond for customers, the most powerful tiebreaker in today’s marketplace is consistency. If customers know that no matter who they deal with in your company, they will receive the same level of great service every single time, that’s the most powerful differentiator there is.

Think about your own customers’ basic expectations, then set a goal to improve your performance on one of them by 25 percent. Start there, then continue to get better. The more expectations you master, the better your chances to win the business when your potential customers ask, “Why should I choose you?” ▲

WRITTEN BY JOE CALLOWAYABOUT THE AUTHOR:Joe Calloway is a partner in Engage Consulting Group, and author of several best-selling business books including the newly revised edition of Becoming a Category of One (August 2009, Wiley). Corporate heavyweights BMW, American Express, IBM and many more have sought his insight into today’s marketplace. Joe provides consulting to help companies accelerate their strategies and make their visions reality. To purchase his books or hire him as a consultant, visit joecalloway.com or call 615.383.2249.



tngM_MA10_28-29 What's Your Tiebreaker.indd 2 2/5/10 2:29 PM


LASTING IMPRESSIONS

The new frontier of Web 2.0 is not

just about informing your customers;

it’s about communicating with them.

Today’s Web 2.0 tools, such as blogs,

Twitter, Facebook, LinkedIn, and the

many other social media options, are

all about customer engagement.

When you send your prospects or clients an e-mail, a mailer, or a newsletter, or when you place a TV, radio, or print ad, you’re informing your readers about something. Those are information age tools that still have a purpose. However, social media is about the communication age. You’re attempting to create a dialogue, trying to get engagement, and hoping to elicit a response. So it’s not just about talking; it’s about listening. Ultimately, social media is not about the media. It’s about the social – about trying to get people talking about something important to them and to your business.

What’s Your Focus?In order to make the best business use of social media, your organization needs to pinpoint the specific message you want to put out so that all employees have a guide to follow – so they know what direction their messages should take and how they should focus their posts. In other words, is your company’s focus to increase customer service? To enhance awareness of your products or services? To boost your brand recognition? Each of these things would have a different consistent message for your employees to focus on.

For example, one insurance company uses Twitter and Facebook to let people know all the philanthropic things they are doing for the community. All the posts are about events they’re sponsoring and contributions they’re making. Employees know that they should post information about personal things they’re doing for the community, such as volunteering at the local animal shelter or helping out with Habitat for Humanity. With a clear guideline that the social media effort is to increase philanthropic awareness, it’s easy for employees to know the kinds of things they should be doing on social media sites. They have a clear focus and a unified purpose.

Another company in the retail industry uses social media to improve customer service. All their posts highlight things they’re doing internally to improve the customer experience, what they’re doing online to make shopping easier, and how they’re handling phone inquiries to deliver a memorable shopping experience. They also regularly ask customers how they’d like the company to improve customer service. With that as the key message, all the company’s employees are focused on problem solving and on making the customers happy.

Therefore, a good social media strategy and employee guidelines are far more than a list of good and bad words or topics. Instead, they need to focus on the core message your company wants to portray and then determine the best ways to spread that core message. That’s why upper management needs to take the time to determine the core message and share it with all employees.

Creating the Guidelines Creating social media guidelines for your company does not have to be difficult. Once you get clear on the core message you want to send out and the dialogue you want them to engage with, use the following tips to create guidelines that your staff can use to shape their posts around the strategy. (Note: the following suggestions are general in nature. Please adhere to your state’s HR laws and seek legal counsel as needed.)

Build trust. Your employees should use their posts to build a reputation of trust among clients, media, and the public. When they are reaching out to others on social media sites, they should take every opportunity to build a reputation of trust and to establish themselves as a credible and transparent representative of the company.

Create Social Media GuidelinesTO REACH YOUR CUSTOMER


Transparency. When participating in any online community, your employees should disclose their identity and affiliation with the organization, clients, and professional and/or personal interest. When posting to a blog, they should always use their real name, not an alias.

Be direct. When creating posts and content, your employees should be direct, informative, and brief. They should never use a client’s name in a posting unless they have written permission to do so.

Give due credit. If your employees post copyrighted materials, they should identify the original source. This includes sources for direct or paraphrased quotes, photos, videos, and anything else they did not originally create.

Self-edit. Your employees should always evaluate their posting’s accuracy and truthfulness. Before posting any online material, they need to ensure that the material is accurate, truthful, and without factual error. This includes doing a spell and grammar check on everything. Remember, content never disappears entirely once it’s been posted. Should your employees find an error, have them correct it promptly. Since transparency is key, have them admit the mistake, apologize if necessary, correct it, and then and move on.

Responsibility. Make sure employees know that they are responsible for what they post. Negative or questionable posts will not be tolerated. Additionally, while what they do on their own personal pages during personal time is their business, what they publish on those sites should not be attributed to the company and should not appear as endorsements from the company. If they choose to list their employer on a personal social network, then they must regard all communication on that network as they would in a professional network. Online lives are ultimately linked.

Be professional. When posting comments, employees should refrain from writing about controversial or potentially inflammatory subjects, including politics, sex, religion or any other non-business related subjects. The tone of their comments should be respectful and informative, never condescending or “loud.” Additionally, they should avoid personal attacks, online fights, and hostile communications. If a blogger or any other online influencer posts a statement with which your company disagrees, your employees can voice their opinion, but not escalate the conversation to a heated argument. Instruct them on how to write reasonably, factually, and with good humor.

Privacy. Employees should never disclose proprietary or confidential information. This includes product releases, service updates, and employee information not made public yet.

Obey the rules. All employees should follow local, state, or federal laws and regulations; the company’s internal rules (typically found in the employee handbook); as well as the rules established by each social networking venue. Ultimately their online activities will be a reflection on the company.

Propel Your Message ForwardToday’s Web 2.0 tools are great for business building, provided that your employees know how to use them for the company’s ultimate benefit. Therefore, determine why your company is using social media sites, and then let that purpose be known throughout the entire organization. Additionally, implement clear social media guidelines that employees can follow, and you’ll have the people, processes, and tools you need to further your company’s mission. Ultimately, when employees know how they are supposed to use today’s Web 2.0 tools, they can do so with focus and purpose, leading the organization confidently into the communication age. s

WRITTEN BY DANIEL BURRUS

ABOUT THE AUTHOR:Dan Burrus is considered one of the world’s leading technology forecasters and strategists. He is the founder and CEO of Burrus Research, a research and consulting firm that monitors global advancements in technology driven trends to help clients better understand how technological, social and business forces are converging to create enormous, untapped opportunities. Dan has developed the first cell phone business application that allows the user to generate a business plan; the “Competitive Advantage Business Strategy Builder”. For more information, please visit burrus.com.



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innovate

It’s a High-Definition World

In January, Kemon’s latest innovation in hair color, Performance

HD, launched in the U.S. The technology in Performance HD

allows pigments to penetrate and perfectly adhere to the hair for

unparalleled coverage.

In keeping with Kemon’s commitment to the health and wellness of

hair, Performance HD features ELI Complex, a synergy from botanical

Helichrysum extract, which guarantees a

gentle service and protection of the scalp

and hair during processing.

Performance HD brings color products

into the high-definition world, with

multidimensional facets that bring

unprecedented life to hair color.

The result is a brilliant, intense

tone that is defined and enduring.

To learn more about it, we recently

spoke with Kemon National

Artistic Coach Robert DeBartolo.

What makes Performance HD revolutionary in hair color?

Robert: Performance HD color is this whole new technology that makes all hair have beautifully defined, intense color. When applied, each strand of hair looks alive with a brilliant shine that is durable and long lasting.

When you say that High Definition technology is in the product, what does that mean to the stylist and to the client?

Robert: When we look at what HD technology is progressively bringing to the audio-visual world and how amazingly radiant and true to life colors are, it was only logical and a matter of time before those same concepts would be used in a color line. In professional hair color, High Definition Technology brings all the same beauty of definition, life, intensity and brilliance creating a long-lasting color with durability and a fierce shine.

How does Performance HD compare in terms of results and performance to other hair color products on the market?

Robert: In terms of color reflection and shine, other hair care products are almost shadowed by Performance HD.

Why would a stylist choose HD?

Robert: Besides the obvious performance, any stylist using Performance HD is at the forefront of this new breakthrough in coloring that is sure to excite any client looking for change. It also delivers amazing colors that will make us look like we are all color techs, and will allow us to be more profitable behind the chair. CHA-CHING!

Besides incredible color, are there other benefits to the hair from Performance HD?

Robert: Yes, Yes and Yes! When styling the hair there is no static. I can’t say that for all the other electrifying brands. s

Robert’s objective is to deliver education in its strongest form and to invoke the hairdresser as an artist once again

Introducing the next generation in hair color!

“With Performance HD, each strand of hair looks alive with a brilliant shine.”

–– Robert DeBartolo,

Kemon National Artistic Coach

Featuring ELI Complex –

derived from Helichrysm extract

to be gentle and protective of the

scalp and hair during color processing

Call 800.511.6890 or visit

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The Artist’s Choice.

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• Superior definition to sharp, vibrant color• Fierce high gloss shine• Durable, long lasting color• Brilliant, intense tones• Unparalleled coverage




innovate

Explore

offered through TheAcademy

Victoria Jacqueline (Jackie) Benham Gallinat

Coaches’ Corner“I love Kemon’s philosophy of attention to the care and wellness of the hairdresser and client, and I love the integrity and performance of their products,” Victoria says. She enjoys inspiring other hairdressers and describes her experience as a member of the Kemon Artistic Team as a “phenomenal journey.” The stylists on the team have created a synergy of creativity and talent that she feels is unparalleled to any other artistic teams in the nation.

Jackie got involved as a Coach relatively early in her career. At 20 years old, she saw it as an opportunity for a young stylist looking to be more involved in the industry. Working all the big shows over the past two years, she assists the Artistic Team, helping out wherever she can. She plans to try out for a spot on the Artistic Team and participate at a higher level in the future.

“It’s really cool to work with such talented stylists. Being a coach has made me a better stylist, hands-down,” she says. She has had the opportunity to travel to Italy and study at the Kemon Style Labs. Being there, experiencing the education and the atmosphere, reinforced why she loves the industry so much.

Jackie’s interests lie in both the artistic and technical aspects of hairdressing. National Technical Coach Aaron Michael Kosiba has encouraged her to become involved with the Technical Team. “No matter how technical you are, you need the artistic skills too,” she says.

Victoria started a career as an artist before becoming a hairdresser. With hair as her canvas, she sees updos as sculpture and haircuts as sketches.

“As coaches, we touch lives on a daily basis,” Victoria says. “Inspiring and mentoring young hairdressers is a way of giving back to the industry that has been so good to me.” s

There are many reasons why a hairdresser might choose to become a Kemon Coach and educator. For some, it’s about their sharing passion for Kemon’s performance and philosophy. For others, it’s about learning, refining skills and taking their career to the next level. Still others seek to inspire and motivate their peers.

Brown & Deline Salon in Ann Arbor, Michigan is home to two Coaches, Victoria Benham and Jackie Gallinat, who have been involved with Kemon since it first came to the U.S. in early 2008. Victoria feels bringing this brand to the U.S. was a catalyst for taking the industry to a new level, which was what motivated her to get on board from the beginning.

Interested in learning more about Kemon philosophy, education and products? Founded in Italy in 1959, Kemon is Italian Hair Fashion. This three-hour introductory course offers in-depth product knowledge of Kemon brands including Coloro, Yo.Coloring, Cramer, Lunex, Liding Life and Villa Lodola with a color demonstration.

Discover the many features and benefits of the various color lines and browse swatch books. Kemon Coaches lead the discussion, offering plenty of time to answer all of your questions.

The $25 ticket price can be redeemed towards a Kemon purchase in the store on the day of class. For more information including upcoming class dates, visit tngworldwide.com/education or call 248.374.7700 x2969.


When you pair a talented hairdresser with vision and passion for the industry with a business-minded salon manager you’ve created the perfect combination for success. Andrew (Andy) Bernard and Angela Marke saw an opportunity to start a salon together in 2002, founding Andrew Marké Salon in Macomb, MI.

Andy brought his talents as a respected hairdresser, educator and owner of Friends Hair & Nails in Grosse Pointe Woods. Angela had eight years experience as a bookkeeper in the salon industry. At the time, Angela was on the cutting-edge of salon management technology, bringing computerized appointment books to area salons. She met Andy when changing his system at Friends to a more computerized process.

Andy had a location for a new salon in mind, but with his responsibilities and busy schedule at Friends, he needed someone to run it. Though she was scared to embark on a new venture, Angela agreed. The location was perfect, with limited competition in a growing residential area. Before two years were up Andrew Marké expanded from 1750 sq. ft to 2750 sq ft. As the business grew, they added a second Andrew Marké location in Rochester.

“We were packed,” Angela recalls. “I saw a location near where I lived and had a gut feeling that it was going to be great.”

Coming from the corporate world, Angela has a solid understanding of service and business techniques that companies use to be successful. She focuses on technology, advertising, networking and marketing to grow the business. Between the two Andrew Marké salons and Friends, they have locations in the tri-county area of Oakland, Wayne and Macomb counties. In marketing, Angela emphasizes their tri-county advantage.

Andy was born in the beauty industry. He started working in his uncle’s salon at 14. As the National Developmental Coach for Kemon, he brings the latest techniques, industry trends and education direct to the salon. Part of the success in their partnership and in the business is recognizing people’s talents and strengths and matching them to areas where they will succeed.

“I find in motivation in watching and helping people achieve their goals,” he says. “Inspiration comes from magazines, shows and following people that I have worked with who help others become successful. These people aren’t just there for themselves. It’s not just talents, but inner selves along with cutting and styling hair that are inspirational to me.”

Andy was involved at the very beginning in bringing Kemon to the U.S., helping discover something that was new, unique, different and really performs. Part of his decision to bring it into his salons was that Kemon offers great education and an advantage with the PPD-free aspect of Yo.Coloring and Coloro. Stylists and clients love that there is less irritation in service, color lasts much longer and their hair feels good after color, not overprocessed. Hair Manya styling products have done very well with clients, and they are looking forward to getting the new Actyva Care products in clients’ hands.

With Angela not working behind the chair, it allows her to help staff and clients more and focus on networking. Word of mouth advertising and networking is more successful than any promotion they’ve done. She is a member of many community groups, and staff is encouraged to be active in the community as well through organizations such as the local chamber of commerce or charitable causes.

“We love helping people feel better, whether it’s a customer or doing something for the community,” she says.

Over the years they have participated in many events including Hair for Success, offering color service to area job seekers; Bras for a Cause for breast cancer and Share a Smile to provide necessities (heating bills, school supplies and medical care) for those in need. In 2005 they created Rock the Runway to raise $18,000 for St. John's Van Elslander Cancer Center, which is particularly meaningful to clients at Friends and Andrew Marké who are key philanthropic donors that make the center possible.

Angela attributes their success to their focus on customer service and a commitment to training and education. Today the Macomb location has 19 stations, 28 stylists, four nail techs, an esthetician and a massage therapist. In Rochester there are 13 stations, 17 stylists, two nail techs, an esthetician and a massage therapist. Friends has 10 stylists, 10 nail techs and two estheticians.

“What makes us work? Andy knows hairdressing and how to share his knowledge, and I know the business side. It’s a good compliment,” says Angela. s

WRITTEN BY AIMEE GURSKI

A Perfect MatchTogether, two business partners bring the skills and expertise to excel

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PridePride is being able to stand behind

what you believe in, who you believe in, and the fortitude to back it up.

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innovate

Even in the fast-paced world of fashion and beauty it can be hard to make a change, particularly when it comes to products and brands. For half a century Kemon has built a reputation in Europe for outstanding products, innovation, education and dedication to the success of the salon professional. But Kemon is relatively new to the U.S., and many are just learning about the brand.

Gigi Linde is a business consultant for Bassett Salon Solutions and a driving force behind Kemon’s growth and expansion in southern California. In her first year with Kemon, Gigi helped 15 salons accounting for 35 individual booth renters convert to Kemon color lines. The success has been based on relationships, passion for the brand, and knowledge. But it also lies in Gigi’s first-hand understanding of brand loyalty: for 20 years she represented just one brand, Matrix, in San Bernadino County.

When Gigi started with Matrix, the company was still owned by founders Arnie and Sydell Miller. Gigi loved working with Arnie, a hairstylist dedicated to providing professionals with products to grow their business and inspire creativity. Over the years she was approached with other opportunities, but always remained loyal to the Matrix brand and philosophy.

With Arnie’s passing and the change in leadership to Bristol Myer, Gigi no longer felt she was a partner in the growth and success of Matrix. Suddenly she was being asked to represent nine different brands to which she felt little connection. Then she met Ward Bassett, who shared her dedication and passion to salon professionals.

Ward founded Bassett Salon Solutions in 2007, seeing an opportunity to once again provide an owner-to-owner relationship with the salons, for the health and wealth of the hairdresser, helping them stand out with a point of difference. Ward brought Gigi to Michigan, introducing her to TNG and Kemon. A few months later she went back to attend the first Kemon Nights.

“I saw these stylists that I had seen in the salon on my previous trip… up on stage, doing an amazing job. The transformation of these stylists into educators was incredible. The salons were there and the audience was screaming for them. I thought it was absolutely amazing and I came back totally pumped for Kemon,” she recalls.

Ready to hit the ground running with Kemon, Gigi returned to California and tapped into her network of salon owners and hairdressers. She started by getting Robin DeBerard on board as the Technical Director for Kemon. As a hairdresser, Robin is very technical and a color expert. As a coach, Gigi admires her power and passion to educate. Robin begins by studying and researching the products, and she knows how to communicate the knowledge to others.

Getting some salons to try the product can be a great challenge, because people have been with something for a long time and they’re comfortable with it. The first time the Kemon National Coaches came out to present in California, Gigi says people came to the presentation just because they were her friends and had known her for a long time. They had no intentions of switching color lines. Having Robin helping promote the brand stylist-to-stylist has been most helpful in getting these salons to give Kemon a try. Once they try it, the excitement and passion for the brand takes hold.

“I have clients tell me ‘I have been standing behind the chair for 30 years and I have never been so excited about color,’ and I feel that way too,” Gigi says. “Even when I was just getting started with industry I have never seen stylists and myself get so excited about the colors. Excitement behind the brand breeds more clients.”

Clients are looking first and foremost for performance from their products, and secondly they are looking closer at ingredients. What excites Gigi’s clients most about Kemon is the creativity, the shine and the longevity it provides, and that it’s PPD-free and better for the customers. Smaller square footage salons are very excited because they don’t have the fumes. They also appreciate the value that Kemon color products bring with a high shine factor and color that performs longer.

Another factor to the growth of Kemon is that it’s something you can’t get in a big-box chain. Twig Hair Lounge in Carlsbad, CA is using Kemon color because it is a brand that’s independently owned. It’s one way of supporting the industry through companies that aren’t selling in grocery stores and discount stores. Moreover, Kemon, a family-owned company understands both the financial and creative needs of hairdressers as well as provides steps to retailing and education. Bella Bella Salon and Spa in Encinitas, CA just recently converted their entire salon to Kemon due to the health and well-being of the owner Susan Gaudino, her stylists and their guests. The transition was incredibly smooth and they could not be happier. Through Bassett and Kemon, the hairdresser becomes involved in a family that works as a partner.

In 2010 Gigi is taking the momentum of the San Bernadino launch into San Diego county. Her passion drives her to build new partnerships and introduce Kemon, with the conviction that it brings the next level of creativity, profitability and growth that the industry is looking for. s

WRITTEN By AIMEE GURSKI

Building a Brand

available through these exclusive distributors:

World headquarterstng worldwide23200 Haggerty Rd.Farmington Hills, MI 48335(800) 511-6890tngworldwide.com

WestBassett Salon Solutions1595 N. Main St.Orange, CA 92867(877) BSS-9288BassettSalonSolutions.com

MidWesttng worldwide3010 Woodcreek Drive, Suite J-1Downers Grove, IL 60515(708) [email protected]

NortheastGF Distributors INC34 Linnell Circle Billerica, MA 01821(978) [email protected]

Pictured L to R: Kim Riffel, General Manager, The Industry Source Exclusives; Robin DeBerard, Kemon CA Technical Director; Gayle Fulbright, owner of Headlines for Hair in Encinites, CA; Tamra Segert, owner of Studio 700 in Corona, CA and Gigi Linde

KEMON TRAILBLAzING NEW MARKETS IN CALIFORNIA



Change is inevitable.Define and redefine, the possibilities are limitless!

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So, how do you do that? The answer is not to use your grandfather’s selling skills of persuasion, which uses tricky steps and questions that can make customers feel like they are being trapped. At the same time, it is not a passive “information dump” that gives a customer a lot of information but removes control from the sales professional. The key is using “influential selling skills,” a well-planned strategy that allows sales professionals to truly understand the customer by creating likeability, trust and influence. It should have the feel of a comfortable and casual conversation. This is a very simple concept in theory, but make no mistake, it’s not that easy to pull off! There are three things that every sales professional must know and do to keep customers from feeling like they are being sold:

1. Ask questions to understand a customer versus sell a customerIf a sales professional has attended any selling skills training, he or she knows to ask open-ended questions, however that’s just the beginning. The reason most people feel like they are being sold has little to do with the words in a sales professionals’ response, rather it is the intent of the question itself. Most sales professionals are asking questions to sell the customer something rather than to understand them – or worse, just to ask questions.

One example is when a sales professional asks, “Would it be beneficial to increase your profits or improve your ROI?” That question can be insulting to a prospective customer or makes the customer think, “Oh no, here comes the sales pitch.” A sales professional may also just tell the customer about the product or service before ever understanding anything about the customer or his or her current situation, which is another red flag. This tells the customer the sales professional is selling not understanding. Just remember the old phrase, “No one cares about how much you know until they know how much you care.”


win

“Everybody likes to buy things but no one likes to be sold”

is not a new expression, but what does it really mean? Does

it mean that people don’t likes sales professionals or that

they don’t want a sales professional selling them something

they cannot afford or do not want? People want to feel like

they are making their own decisions, yet at the same time,

people like having an expert who will help them make an

educated decision rather than sell them.

No One Likes to be Sold

tngM_MA10_40-41 No One Likes to be Sold.indd 1 2/8/10 8:51 AM

Just like a book or story, there is a beginning, middle and an end to the question and understand process. This does not mean a sales professional should ask a prospect a hundred questions because that would just be annoying; it does mean that questions must be purposeful and in the correct order.

The first few questions should be about the prospect’s company, who they are, what they do, how are they different than their competition. The next few questions should be about their current relationship with the person or company that provides them with the product or service you are selling. Questions like, “Tell me what you like (or dislike) about your current provider?” “Who do you currently use?” “How long have you been with them?” The last set of questions should be about their actual usage of the product or service. Use questions like, “Tell me how you use your current service?” and “What does the perfect product look like?” In understanding the customer there are not any trick questions, but there should be questions based on known industry weaknesses or a company’s strengths.

2. It's not just what you say or how you say it, but when you say it This is where most sales professionals lose it. Even when a sales professional knows what to do, many times he or she just can’t stop it. A sales professional will ask the prospect a question and the prospect gives just the answer the sales professional was hoping for. So, the sales professional immediately explains how their company does it better, then another question is asked, and once again the sales professional offers another great solution immediately. The problem is the prospect starts to see a pattern and thinks, “Oh, I get it; every one of my answers is another reason to buy this product,” When this happens, the prospect will start to put up a wall because he doesn’t want to be sold. So, fight the urge to offer solutions or say anything about your company until you are completely done asking them all three sets of questions. By not giving a solution after every response, the prospect will feel more comfortable and relaxed, and will feel as if the sales professional is really trying to understand him or her. A prospect (or customer) will tell a sales professional everything they need to know if asked.

3. Selling is a skillMake no mistake; selling is a skill and just like any skill to get better is to practice. Selling is one of the most difficult skills of any profession because you must deal with non-tangibles such as egos, attitudes, personalities, emotions, and situations you have no control over. The greatest mistake most experienced sales professionals make is thinking that just because they have been doing it for a number of years that they know it all and have no need to practice. A sales professional is never too good or can never have enough experience that they don’t need to practice. If a professional athlete ever said he or she was not going to practice anymore because he or she has been playing the game for more than 10 years, we would think he or she was crazy or just lazy. Just like there are advances in medicine or techniques in sports, there are advances in selling skills.

4. Bonus Tip: Be proudBeing a sales professional should be something a person is proud of and should not try to disguise it with names like “consultant” or “problem solver.” A consultant gets paid for their advice regardless if the customer makes a purchase, and a problem solver gets paid for solving problems regardless of whether a prospect buys anything. A sales professional may consult with a prospective customer and solve their problems, but they get paid when the prospect buys their service or product. In fact being a great sales professional is an honorable job that truly helps people. Just like a doctor is critical to a person’s health, a sales person must establish a relationship built on trust and influence, and is responsible for helping people make the right decisions. s

WrITTEn By NATHAN JAMAIL

ABOUT THE AUTHOr:nathan Jamail, president of the Jamail Development Group and author of The Sales Leaders Playbook, is a motivational speaker, entrepreneur and corporate coach. As a former Executive Director for Sprint, and business owner of several small businesses, nathan travels the country helping individuals and organizations achieve maximum success. His clients include U.S. Army reserves, nationwide Insurance, Metro PCS, State Farm Insurance, Century 21, Jackson national Insurance Company and ThyssenKrupp Elevators. To book nathan, visit nathanJamail.com or contact 972.377.0030.


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People have various reactions to stress and tough times. This was dramatically demonstrated recently on a plane from Dallas to Atlanta. As it started heading out the pilot shut down the plane announcing that there was bad weather in Atlanta and the plane was going to be grounded for some time. Passengers grumbled because the plane was extremely hot with hot air blowing through the vents. After three hours the pilot announced, “Shut down your phones we have to go NOW or we will miss our chance.” After 15 minutes of not moving a flight attendant started yelling at a passenger to turn off his cell phone. This man was refusing to get off his call. The flight attendant yelled more loudly and he closed his phone. After a sarcastic “Thank you” the flight attendant started down the aisle. At this point the passenger next to this person yelled, “He’s making another call!” In a blur the flight attendant ran down the aisle grabbed his cell phone out of his hand and started walking away.

The passenger jumped out of his seat, grabbed the flight attendant and yanked back his phone. So it just went from someone being annoying to a possible Federal offense. The crew got together to make a decision, “Do we go back to the gate and have him arrested here or do we fly with this guy to Atlanta and have him arrested there?” They then surrounded the customer with eight of the biggest guys on the plane and took off. Well this guy continued to whine and hit his call button the entire flight.

After he was arrested we found out he was not drunk or on drugs. He was simply mad about the three hours in the heat and was going to ground that plane “no matter what”. So what is the moral of the story? Many people don’t respond well to stress and their reaction often hurts them instead of helps them.

Keys to focusing in difficult timesTimes are challenging and the “normal” responses to this level of difficulty, stress and chaos include confusion, distraction and loss of focus. Those that can get their “head in the game”, however, can find opportunities that others will miss. So here are three concrete defensive or offensive strategies to deal with distractions and stress and focus on actions that will get you results:

The worry chair – One common conditioning technique used by counselors is the worry chair strategy. It is especially useful for those who have troubles falling asleep because they are ruminating about their day. You can use it at home or work, but we will use the example of someone with insomnia to demonstrate the process.


win

Focusinstead of Flounder

how to

1. Set up a specific chair in your house that is designated as the worry chair.

2. If you are worrying about things and unable to sleep for more than 10 minutes, then get out of your bed and go sit in the worry chair.

3. Allow yourself to worry all you want when you are in the chair. Take each worry to its conclusion before you move to the next worry.

4. Stay there as long as you need to (until you are done worrying).

5. Return to bed.

6. If you start worrying again then go to your chair and repeat the process. Do not allow yourself to worry in any other spot in the house (or office if you do the process there).

7. You can add journaling to your worry time if that is helpful for you.

While this technique may be strange, it is a method for you to condition your worry to that chair instead of your bed, office chair or anywhere else. It puts you in control of the worry rather than having the worry control you. Lack of sleep will kill your focus so don’t allow it to go on too long.

THOUGHT-STOPPING – Thought-stopping is a structured procedure for eliminating troublesome thoughts. It was popularized by Joseph Wolpe and has been used to treat a wide variety of challenges including:

• Overcoming fear

• Increasing focus

• Removing “mental clutter”

While the form of thought-stopping can vary, the basic procedure is:

The technique is meant to help “train the brain” to stop the automatic and destructive thoughts. Since thoughts are intangible, the rubber band helps make the process more concrete. The process is simple and usually only takes a few days or weeks to feel a major impact.

Individuals who want to stop distracting thoughts try all sorts of complex strategies for relief. Despite this tendency, thought-stopping continues to be one of the most effective, yet simple strategies that psychology has to offer to keep you focused and get results.

STORYBOARDING – This technique has been used by major corporations like Disney to take complex concepts and create a coherent story and focus. All you need is a marker, a pad of sticky notes and an issue to focus on (such as a marketing plan, goals for the future, a problem that needs to be solved, etc.). Once you have these you start brainstorming about the issue using the following sequence:

We live in a world full of stress, change and distractions. While it may be normal to be hindered by these factors, it is not inevitable. With proper techniques and motivation, we can decrease our stress, increase our productivity and focus while others flounder. ▲

WRITTEN BY TIM URSINY, PH.D., RCC

ABOUT THE AUTHOR:Dr. Tim Ursiny is the founder of Advantage Coaching & Training. He trains and coaches individuals and teams in areas such as stress management, conflict resolution, dealing with change and building client loyalty. He is the author of multiple books including The Confidence Plan, Tough Times Tactics and The Top Performer’s Guide to Attitude. For more information, please visit advantagecoaching.com, or contact: [email protected].

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1. Wear a rubber band on your wrist.

2. Any time you have the undesirable thought, you snap the rubber band (not hard, just enough to feel it).

3. You visualize a stop sign or yell “stop” (unless you are in a grocery store or other public place).

4. You repeat to yourself a replacement thought that is more helpful.

5. Repeat the entire process as often as you need to.

1. Without any critique, put each idea on a sticky note and randomly post them on a wall or desk.

2. After you have exhausted all ideas, cluster the post-it notes that seem related.

3. Put a label on each of your clusters.

4. Determine if anything needs to be added to or removed from any of the categories.

5. Prioritize your categories.

6. Prioritize the ideas within the categories.

7. For your top priority categories, break each important idea into specific and timed goals.

8. Put the goals in a special place or type them up into the computer.




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IMAGE

Here are our definitions of some of the most important Brand Layers:

Brand FoundationThe base from which all brand elements will be created and measured against for accuracy. This layer consists of the following elements:

• Brand Vision is your company’s plan for itself — how your company wants to appear to the world, and how your company wants to grow and change in coming years.

• Brand Mission is what your company wants to create in the world, through its products or services.

• Brand Values are those ideas that your company brand stands for and that you believe in — and also what you don’t want to and won’t do. These values help your potential clients to decide whether you can help them, and they also help you decide who you will help and what you can’t offer or deliver. Brand Values are largely an internal measure against which you can process incoming jobs, but they will also be communicated through all of your marketing materials.

Brand BasicsThese components of your brand form your business’s “face” to the public. Brand Basics shape and direct your customers’ views of your business. Telling your customers how you want to be perceived is an essential piece of a Brand Strategy for any small business, and the easiest way for you to do this as a small business owner is through your:

• Brand Identity, the suite of visual elements that are used consistently in your marketing, including:

• Brand Names of your company and product or service lines • Logo • Visual Vocabulary • Collateral system/stationery set (business card, letterhead, envelope, and so on) • Marketing materials (brochure, postcard, flyer, and so on) • Website

• Brand Content, the way you write and talk about your brand, including your:

• Marketing Copy • Tagline • 30-second Pitch or Elevator Speech

• Brand Marketing that integrates both visuals and text about your brand, and that gets your message out to your audience. This is made up of your:

• Advertising • Trade shows • Public Relations • All other outreach/marketing programs

• Brand Offerings, the products or services that you present, along with the quality, warranties, and value that you include with your products and services.

• Brand Experience, the process of working with you as seen from the clients’ perspective. But in order to create a positive experience, you have to have a strong foundation of systems, procedures, and processes built in to your business — this is a basic level of professionalism that’s expected of every business. Things that factor in here include:

• Returning calls • Availability • Turnaround time • Professional interaction and communication • Process

These Brand Basics can also help to shape your Brand Personality, which is the persona that your business projects to the world. This is defined through the way that your brand expresses itself — the characteristics that give your business a life of its own, outside of your own personality.

Competitor ComparisonThese components of your brand speak about your business’s relation to the competition:

• Brand Positioning is basically how your brand compares with that of the competition. There are probably many businesses that provide the services or products that you provide: Brand Positioning determines where your business falls in the continuum of businesses in your field.

• Brand Differentiation is another, more specific piece of your Brand Positioning. Your Differentiators are those things that make your business stand out from your competition — the things that you do or offer that are unlike anything your competition offers.

You can control these Competitor Comparison factors through careful market research, market monitoring, and your definition of both your Brand Positioning and Brand Differentiation.

The Layers of Your BrandBranding is a hot topic in marketing

these days, but it’s defined in different

ways and looked at from different

angles. There are many components

that make up a brand, and we call each

component a Brand Layer.

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Internal MeasuresThese components of your brand are defined largely through your business’s actions:

• Brand Environment is the atmosphere at and within your company.

• Brand Promise is the underlying guarantee or benefits that you offer as part of all of your services. These promises can be of quality, service, greatness, affordability, or speed of delivery; regardless, every business presents a Brand Promise to the public, promising what the experience of doing business with them will be like or what benefits the consumer/client will get from doing business with that company. While your Brand Promise is often initially shaped by promises made in your external communications, it must be fully realized through the internal execution of your services.

• Brand Values, which are an important part of your Brand Foundation, are also helpful in deciding.

External MeasuresThese components of your brand are defined by the public’s perception:

• Brand Awareness is the level of public awareness of your brand—who knows who you are and what you do. This is influenced by the strength and effective distribution of your Brand Basics, as well as by word-of-mouth.

• Brand Gap is the difference between your Brand Positioning and Differentiation and how your consumers and clients actually view these things.

So, what is a Brand?Your brand is really the combination of all of the above Brand Layers. A brand is both your presentation and public’s perception of your business. It’s the way that people think about your business, and it is shaped through all of the layers described above.

Once you’ve established your brand and started putting your Brand Basics before the public eye, there are some other branding issues you should consider:

• Brand Alignment is the biggest challenge in building a brand comes from creating alignment across all of the Brand Layers described above, and in creating that same alignment between your audience and your message: making sure that the message that you’re presenting is the same message that your customers and contacts are walking away with.

• Brand Management is the process of managing all of the Brand Layers and achieving or maintaining Brand Alignment. It is a constant process; you should check up on your Brand Layers and Brand Alignment from time to time.

When all of your Brand Layers are working together, you’ll have a strong Brand that will help your business to grow and prosper. s

WrITTen BY ERIN FERREEABOUT THe AUTHOr:erin Ferree is a brand designer who helps small businesses stand out with bold, clean and effective logo, print, website and online designs. These designs help businesses connect with their best customers. Her Define Your Difference Branding Workbook will help you with your brand definition — the most important step in the branding process. Visit elf-design.com.


IMAGE

recipe for successTop notch service, high-end atmosphere and affordability

116 Pleasant Valley Street • Methuen, MA • 978.682.9772 • nijoli.com

PhilosophyA warm and welcoming salonspa with a mission to make our clients’ experience one they will never forget by bringing forth impeccable customer service and high quality salon and spa treatments.

ServicesSalon: An extensive array of color services, haircuts, makeup applications, hair treatments, temporary eyelashes

Spa: skin care, massage, waxing, body treatments, eyelash extensions, airbrush tanning, manicures, pedicures, acrylic nail enhancements, gel polish manicures

Most Popular ServiceHonestly, the most popular service is a color or foil with a haircut and style. We have recently doubled our styling stations. Our clients visit because of our relaxing and personal atmosphere. It is “high end”, but not stuffy!

A new service that has been getting a lot of exposure is our “gel polish manicure”. It is a great alternative to acrylic. This natural polish can last two weeks and the client does not need to wait for nails to dry after their service! Our nail technicians love this product because it does not have an odor and there is no dust or messy cleanup.

DemographicMost of our clients are women within a 30-mile radius between ages 30 and 60. Although we wish it were more, realistically only 10% are male clients.

Atmosphere and DécorOur salonspa is 5,500 square feet. We have two floors. The first floor is the reception area and the salon, where we do makeup as well. This floor is very busy, full of life, and has an upbeat fun vibe to it. The salon has a natural, but upscale feel incorporating natural wood, copper, and warm colors to create an inviting and welcoming environment. A private elevator connects our second floor, which offers a totally opposite atmosphere.

When the elevator door opens to the second floor, clients enter “the hall of whispers”. We play very relaxing spa music in the hallways and the walls are painted very subdued colors. We have ten treatment rooms, an airbrush tanning room, a reception area, and a relaxation room, a new 1,000 square foot nail room with a large drying area and client café. It too, has a natural upscale atmosphere. Our relaxation room is very cozy and we recently added a fireplace for warmth. We like to bring all elements of nature into our salon.

Recent ExpansionSince our opening in 2002, we have expanded four times. This year has been our largest and most expensive expansion. Originally we had four manicure tables and two pedicure chairs downstairs, and two pedicure chairs upstairs. As we grew, demand increased for more hair styling stations and pedicure chairs, so we purchased 1,000 square feet adjacent to the spa from our neighbor. We moved all our nail services into one large room and were able to fit six pedicure chairs and six manicuring stations together to accommodate large parties.

To this, we added a large drying and reception area and a client café where we have drinks and can serve appetizers. Then we redesigned our makeup area and added four more styling stations. We also added a call center where front desk coordinators can spend more time with clients.

Relationship with ClientsWe have a customer experience cycle where we teach our team members to be consistent in providing “top notch” service to our clients. In this cycle there is the initial contact, the check in, the service, the check out, and follow up. In all areas of the cycle, we want to make a great impression on our clients.

During check in, clients receive a welcome packet, a tour of spa ni’joli, and are given refreshments. Depending on what services they have, they are ushered to the appropriate reception areas. The service is then completed, where is each service is consistent, but yet tailored and customized to the client’s needs. We have a client rewards program that is explained to our clients and during check out we prebook and give our clients points for prebooking and referring us new clients.

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recipe for successTop notch service, high-end atmosphere and affordability

During the follow up, we call all new clients 48 hours after coming to the spa. Online surveys are sent once per month to capture even more feedback. Monthly e-mail blasts explaining new services or specials we may be offering are also sent once per month. We send them Birthday Cards in the mail, along with Miss You cards when we have not seen them in over eight months. Our goal is to maintain contact with clients on a regular basis, retain over 90% of established clientele, and 75% of new clientele.

Babysitting for ClientsWe are adjacent to a large Sports Club. In this Sports Club, they provide babysitting for their members. Many of our clients have small children as well. We developed a partnership with the Sports Club so that our clients’ children are able to use their service for two hours per day. This is a unique service for clients and is very convenient for moms.

spa ni’joli & CharityOur most recent charitable event currently underway is “Helping Hands for Haiti.” All of our team members have donated a service. We are selling raffle tickets for clients to win these services in a drawing. Proceeds from this event will go directly to a charity that is helping with the recent disaster in Haiti.

Sales TrainingThe last part of our mission statement reads, “We will strive to keep our clients educated with updated information and techniques about salon and spa services, while offering them the most beneficial homecare plan.” It is part of our culture that service and product sales are important. For new hires, this starts in orientation. For existing team members, we have monthly one on one meetings to review their sales numbers and train them on how to improve. We also have peer team leaders that teach classes on the importance of sales and how it leads to higher retention and more referrals.

Marketing Promotions and PrebookingWe have a Client Rewards Program in place to reward clients for prebooking their next visit and sending us new clients. They can cash in their points for both services and products.

Our most successful marketing promotion has been our “Christmas in July” weekend special. We had a four-day weekend sale where all our retail and gift certificates were 25% off. We doubled our retail sales that month we sold thousands of dollars in gift certificate sales. It was very successful.

Growth and Recognition

Since opening in 2002, we have been recognized every year for our growth. Some of the awards spa ni’joli has received during these eight years include “Best Day Spa in the NorthShore” by NorthShore Magazine, “A Salon of Distinction” given by Salon Today for design, and “Top 200 Salons” six times by Salon Today for growth.

Our success can be attributed to a number of things. First, we price our services very competitively. For example, our one-hour Swedish massage is only $68. Our business model is based on volume; with over 1,000 clients per week. Secondly, our atmosphere is very welcoming, but also very professional. To keep this up, the majority of profits have been reinvested in remodels and expansions. Education is also very important. We give team members 1% of their service sales back for education. This way, team members are always learning new trends and techniques and it keeps them motivated and excited. Lastly, I can attribute our growth to our culture. As an owner, I treat my employees like they are special clients. We give them many benefits and I personally meet with all of them once per month to give them the attention that will help them be successful.

ChangesSome of the new changes we look forward to at spa ni’joli will be online booking, the new Freestyle Systems of weightless blow dryers, and a lighting renovation in our treatment rooms! s

Responses provided by Nicole DeRosa, owner

Nicole grew up in Newburyport, Massachusetts and received her Bachelors Degree in Management at Bentley University in the spring of 2002. In 2002, she also received an Esthetics Degree from Catherine Hinds Esthetics School. Later that fall, she ventured into the beauty industry and opened a salon and day spa adjacent to one of her family’s Sports Clubs at the age of 22. For the past eight years, she has continued her education at national academies, various trade shows and seminars held by iconic people in our industry.

tngM_MA10_58-59 Spotlight Spa Ni Joli 2 2/8/10 10:58 AM

Plus, at the kiosks I have much better luck renting new titles on their very first day of release, something that has eluded me at stores, where I suspect clerks are secreting away these items for their best pals.

If there is a downside, it is that the inventory is limited. But the fix is easy. Just drive to the next market and you’ll chance upon a different assortment of movies from which to choose.

Yet that ushers in the need to return the video to that more distant locale, or does it?

Can I rent a film from kiosk #2 but return it to the closer and more convenient kiosk #1?

This question popped into mind as I jogged to the local market, where some clerks were on a coffee break, out front. I asked them, “Can I rent there, but return it here?”

“No, no you can’t” they counseled in simultaneous, somber tones.

I decided to try it anyway, without permission, and it worked! No problem.

Those absolutely 100% confident clerks dispensed information that was 100% wrong.

This kind of misguided customer service happens all the time, leading me to suggest that workers should be trained to ask themselves before responding to inquiries, “Do I really know the answer to this, or am I guessing?”

If uncertain, they should say: “I’m Not Sure, But I’ll Be Happy to Find Out!” and then do that, querying an authoritative source.

It’s just one more way to become a “crystal clear communicator.” ▲

WRITTEN BY GARY S. GOODMAN

ABOUT THE AUTHOR:Dr. Gary S. Goodman is a top business speaker and the best-selling author of 12 books and more than 1,700 articles. He conducts seminars for businesses and speaks at convention programs around the world. His web site is customersatisfaction.com. Professional speaking, seminar, and consulting inquires can be addressed to [email protected].


IMAGE

I’ve written about these machines elsewhere. Suffice it to say that these self-service devices beat the heck out of traditional video stores, especially the chains that get about $5 a shot for a rental.

One of the coolest devices to appear in area supermarkets in the last year has been the $1 video rental kiosk.

I’M NOT SURE,

But I’ll be Happy to Find Out!






tngM_MA10_60 I'm Not Sure.indd 1 2/8/10 11:00 AM

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What are the challenges and advantages in having multiple locations?Having multiple locations offers our clients the convenience of being able to use their membership at any of the 10 Global Tan salons. Also, managers and employees always have another location to call for help, advice or motivation. The biggest challenge is keeping all the salons operating at the standards that Global Tan has worked hard to establish and on which we have built our reputation.

What is your most popular service?Tanning is our most popular service. The different upgrades we are able to offer our clients has really changed over the years. We have a variety of beds and hexes available for our clients.

What types of promotions have you had success with?We are always focusing on our 360 Club. Our 360 Club members get discounted monthly rates, upgrade discounts and other exclusive offers. It’s our most popular membership. We really take care of our 360 Club members. Our Student Special is also very popular. Any Student can purchase a discounted month with no co-pay by just showing their Student ID. In our off season we are constantly offering different specials that tie in lotion sales with our services.

How do you stay connected with clients?We stay in contact through e-mail and our website. Our website offers a section for customer comments and we send out e-mails a few times a month with specials and/or coupons.

What are your future plans at Global Tan?Perfect what we have now, open more franchises in the future.

How did the franchise location come into being? Is this a potential new growth opportunity for the business, and do you plan to offer additional franchises?It was a family member who approached us about opening a Global Tan.

We are not looking for additional franchises at this time. We have been opening one salon per year since starting back in 1998 and now we want to slow down and master what we have built. Then once we have perfected the business, we will look at adding more franchises.

What are the advantages of having a franchise versus owning an independent tanning salon?We get good product and equipment discounts. Also we have the opportunity to have trainers come in and train our employees on making sales, product knowledge, etc.

Where do you see the future of the tanning industry growing?There are endless possibilities, especially with UV-free tanning. The industry will constantly reinvent itself to keep growing.

What is the biggest challenge facing the tanning industry today?The economy has been a great challenge; today tanning is considered a luxury item. Proposed restrictions and taxes are another factor that could challenge the future of the industry. s

10-location tanning business looks to franchiseGlobal Tan has been operating for the past 11 years, having the

distinction of opening a new location each year since founding

the business in 1998. Each location offers indoor tanning and two

locations have UV-free tanning. Owner Jennifer Wohlford was

inspired to open her own chain of tanning salons, having had

previous experience working in the tanning industry.

We recently had the chance to ask Jennifer and her husband

Chad about their business and challenges facing the industry today.

Responses provided by Chad and Jennifer Wohlford, owners, Global Tan

Chad and Jennifer opened their first salon in 1998 when they were 26 and 24 years old (respectively). They lived in the back of that first salon. Jennifer had a goal to own three tanning salons by the time she was 30 years old. She more than reached her goal with six salons by the time she was 30 years old.

After they opened the last four salons, they redirected their focus on faith and family. Currently they are very involved in their church and built their foundation on the Lord. Chad and Jennifer now feel everything fits into place for them. They are in the process of building a family by adopting a 12 year old boy and plan to have more children in the future.

Jennifer enjoys teaching Cardio Kickboxing in her free time. Chad enjoys riding his motorcycle in his free time and owns a quick casual restaurant called the Souper Café.

Locations6285 Bay Rd., Saginaw

3269 Bay Rd., Saginaw

5385 State St., Saginaw

7200 Gratiot Rd., Saginaw

1615 E. Wheeler Rd., Midland

805 N. Euclid Ave., Bay City

2460 Center Rd., Burton

2469 W. Hill Rd., Flint

5779 Borderline Dr., Brighton

2454 Sylvan Orchard Lake Rd., Sylvan Lake

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connect

In order to have a mutually beneficial relationship with your client, you need to understand each other, and this requires communication. Before the

treatment even begins, have a conversation with your client to discuss what you are going to do and the goals of the treatment. The discussion will build client confidence in your services and also set expectations about results.

You also should increase your role as a resource for client wellness. When you become an advocate for your client’s wellness, you strengthen the bond. Teach your clients about self-care as well as techniques to relieve tension and aid relaxation. Be a source of information through your own knowledge, articles or referrals to other professionals on key wellness topics: ergonomics, exercise, self massage, stress tips and stretching. If you have clients who are seeking relief from injuries or chronic conditions – head and neck pain, back pain, and fibromyalgia – instruct them on home care techniques and when appropriate recommend specialists.

And don’t overlook retail. Retail products have a unique role in building the client bond. Recommend and teach your clients about products they can use at home to maintain their health and comfort. You’ll find when clients use these products at home, they will think about you as a trusted professional.

Jean Shea, Founder and CEO, BIOTONE

Sharing the latest trends with clients is one way to build loyalty. Clients look to you for this advice. Suggest new styles you think would look great on them, and share ideas on new color to complement their skin and eye color. Always ask if they are up for a change and don’t assume they are coming for the same service again. Teach clients how to do their hair at home by offering styling and finishing lessons as part

of the service. Recommend the right products to recreate the look at home so they aren’t frustrated. Keep conversation professional and remember that the client is in your chair to escape and relax! If you’re running behind, offer a complimentary conditioning treatment for their patience. Utilize VIP cards where customers are gifted either in services or products after so many purchases. And a sincere ‘Thank you for your business’ to your client is always appreciated!

Jodi Broaddus, Beauty Expert, The Industry Source

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

Way back when the Beatles were still hot I was a hairdresser. Relationships were everything with our clients. We knew their first

names and, like the local bartender, we were their confidante. I don’t believe times have changed that much, but now, we also need to be their business partner. Here are some ideas to retain clients and set you ahead of the competition: 1) Create a VIP program and charge a fee for it. Offer clients benefits such as discounts on services and products, complimentary add-ons and monthly drawings for services. 2) Utilize a points system linked directly to dollars spent: 1 point per every dollar spent. Then, at 500 points issue gift cards for 5% or $25.00. 3) Create an Early Bird program, whereby if they call for a next-day appointment after 4 PM, they receive a 10% discount or a complimentary add-on.

Don’t ignore your male clientele, we like special treatment too. Offer specials for men on slower days of the week. This will fill up your books and make male clients feel special. Finally, just simply being nice and respectful will help ensure clients return. Happy clients make for a prosperous business!

David Andrews, VP of Sales, The Industry Source Spa

Do you have a question you’d like answered by an industry expert? Send an e-mail to [email protected].

Ask the industry

What can salons do to build meaningful relationships with clients?





tngM_MA10_64 Ask the Industry.indd 1 2/8/10 11:18 AM

magazine

Complexions Spa for Beauty and WellnessAlbany, NYwww.complexions.com

Mission: “To create a sanctuary offering beauty and wellness services in an environment that supports that philosophy not only for our guests, but also for our employees and for the local environment as well.”

First Place Winnerreceives a cover story in our Nov./Dec. issue and a crystal trophy from Tiffany & Co.

RunneRs up receive a certificate and will also be featured in the Nov./Dec. issue of the magazine.

Each year we seek out the hottest and most innovative salons/spas. The salon awarded in 2010 will be a visionary business with a clear mission and plan to go “over the top” in all of these areas:

• Image

• Design

• Customer Service

• Employee Education

2009 WINNER!

Do you have what it takes?

Denise Dubois Owner

• Service Menu

• Community

Involvement

• Business Goals

EntEr now!theindustrysourcemag.com

Deadline is July 1, 2010.

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Honorable Mentions awarded in these categories:

• Best Nail Salon

• Best Hair Salon –

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• Best Hair Salon –

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• Best Spa

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CONNECT

How did Perron Rigot Cirepil and Escential Depilatory Wax and Beauty Care get its start? In 1936, Messieurs Perron and Rigot founded a laboratory in France and began manufacturing depilatory wax by hand in a Paris apartment. Changing names and hands through the years, the company established itself as a leader in depilatory waxing with Cirepil and Escential. Aware of the essential role depilatory waxing plays in the beauty industry, its current owner acquired the company in 2004 and brought along his belief that Perron Rigot depilatory waxing is to be the premier beauty care treatment; a demanding art that requires quality products and true expertise.

How do you research new products?Always listening to the professional, Perron Rigot works to meet evolving market needs, not by following trends, but by our goal of remaining the pioneer in developing new and original formulas. The high quality and innovative nature of Perron Rigot depilatory products has led to distribution in over 35 countries. With an uncompromising commitment to excellence and more than 20 patents, the Perron Rigot laboratory works with the best active ingredient research companies to maintain the integrity of its products.

What makes Perron Rigot and its Cirepil and Escential Depilatory formulas unique?Our Philosophy sets us apart… “we’re not just about removing hair… it’s about what we leave behind... healthy skin”

From the very beginning, Perron Rigot has considered waxing to be a premier skin care treatment. With each client having their own skin and cell structure, hair type, and preferred waxing habits, Perron Rigot offers the esthetician “The Beauty to Choose”. The technician can customize each service from a complete range of depilatory products, all formulated with the same unique low temperature melting point. Cirepil and Escential waxes are formulated in a variety of strip and stripless collections, colors and textures, beautifully scented or non-fragranced, with or without rosin….

• Cirepil Classic (Perron Rigot’s signature wax line)

• Escential Aromatherapy (luxuriously scented waxes that create an ambience of well being)

• Cristal Hypoallergenic (patented hypoallergenic, non-scented, rosin-sfree formulas)

• The Natural Range (Hydrating waxes based on plant extracts)

The Cirepil and Escential waxing system protocol, with its pre- and post-care treatments provide the utmost care, respecting the integrity of the skin and ensuring optimum comfort, effectiveness and satisfaction to clients!

What is the best selling product and why?As the inventor of the first low temperature stripless wax in 1988, for many estheticians Cirepil Blue has become synonymous with “the most trusted name in professional wax products”. Many companies have tried to copy it, yet it is our belief the “Original Cirepil Blue” remains the leading stripless wax sought after by today’s professionals. Using unsurpassed patented shrink wrap technology, all waxes within the Perron Rigot stripless collection apply easily due to their fluidity, encapsulate hairs without sticking to the skin, yet remain flexible as it cools for increased pliability and gentle removal.

What is your most new innovative product and why?After more than two years of R&D, Perron Rigot was the first to develop a wax with proven moisturizing benefits based on plant extract ingredients. They are especially beneficial for dry and sensitive skins. With the same low temperature and superior hair removal results Cirepil is noted for, the salon can now add Hydrating Wax Treatments to their Service Menu! Cirepil Végétale strip wax made of 100% natural plant based ingredients, and Cirepil Greenépil stripless wax made of 90% plant based/10% elastomers ensuring “shrink wrap” technology. Both provide trusted results on all skin types, hair textures and lengths. To complete the range, a 2-in-1 pre- and post- 100% Natural Moisturizing Oil is offered, leaving the skin healthy and luxurious. Scientifically proven by an independent certified laboratory for true and immediate moisturizing effects, these products continue to increase skin’s moisture hours after waxing.

How can salon/spas stay on top of learning?Training for professionals and future hair removal experts is essential to the success of the waxing industry. Depilation is a demanding art that requires quality wax and true expertise by a licensed, skilled professional. We are strongly committed to providing enhanced education through schools as well as higher learning. We encourage Perron Rigot Cirepil and Escential wax professionals to contact S.P.A. (Spa Professional’s Academy) at The Pavilion about any advanced education that may be available. Hair Removal is today’s most profitable service for salon revenue. Education is a salon’s pledge to excellence. ▲

Responses From: Debbie Valenza, Vice President of Business & Product DevelopmentLynn Maestro, Director of Marketing, Education & TradeshowsAlong with the Team of IBSG, llc. IBSG represents the industry as the Exclusive North American Importer of the Perron Rigot Cirepil and Escential Depilatory Wax and Beauty Care line.

“Some products change business forever…”

Perron Rigot Cirepil and Escential Depilatory Wax and Beauty Care

As the inventor of the first low temperature stripless wax in 1988, for many has become synonymous with “the most trusted

name in professional wax products”. Many companies have tried to copy it, yet it is our belief the “Original Cirepil Blue” remains the leading stripless wax sought after by today’s professionals. Using unsurpassed patented shrink wrap technology, all waxes within the Perron Rigot stripless collection

What is the best selling product and why?As the inventor of the first low temperature stripless wax in 1988, for many What is the best selling product and why?As the inventor of the first low temperature stripless wax in 1988, for many

Cirepil Blue has become synonymous with “the most trusted name in professional wax products”. Many companies have tried to copy it, yet it is our belief the “Original Cirepil Blue” remains the leading stripless wax sought after by today’s professionals. Using unsurpassed patented shrink wrap technology, all waxes within the Perron Rigot stripless collection apply easily due to their fluidity, encapsulate hairs without sticking to the

What is the best selling product and why?As the inventor of the first low temperature stripless wax in 1988, for many

has become synonymous with “the most trusted name in professional wax products”. Many companies have tried to copy it, yet it is our belief the “Original Cirepil Blue” remains the leading stripless wax sought after by today’s professionals. Using unsurpassed patented shrink wrap technology, all waxes within the Perron Rigot stripless collection

What is the best selling product and why?As the inventor of the first low temperature stripless wax in 1988, for many

tngM_MA10_66 Cirepil Spotlight.indd 1 2/8/10 11:38 AM

As a Five-Star Investor with the American Cancer Society, tng worldwide is proud to be a Making Strides National Corporate Team Sponsor for the third consecutive year. Making Strides provides a community to unite those with a shared passion to end breast cancer once and for all. Donations raised through Making Strides are used to fund cutting-edge research, advocacy, free programs and services for cancer patients and their families and free mammogram reminders to all who sign up at cancer.org.

Please join us as we spring into action to raise funds and awareness. Get involved by starting team, or joining an existing TNG team. Here’s how:

• Go online to http://makingstrides.acsevents.org/tngworldwide.

• 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 to complete your registration.

April 24, 2010 Downtown Grand RapidsThe new spring date allows us to maximize participation of our team leaders, sponsors and supporters in West Michigan. After many years at the same location, we are moving to a fresh venue, while remaining downtown at Rosa Parks Circle.

May 8, 2010Northeastern OhioMake this Mother’s Day special with a tribute walk to those who have battled breast cancer. The Northeastern Ohio walk will be held at Town Center at Levis Commons in Perrysburg, OH.

tngM_MA10_67 ACS ad.indd 1 2/8/10 11:51 AM

As a business owner, you already know the importance

of utilizing traditional PR – print, radio and TV exposure

– to keep your name circulating in the marketplace. Now,

however, there’s a new PR outlet you need to become

familiar with. It’s called Social Media Marketing, and when

combined with your traditional PR efforts, Social Media

Marketing can help you penetrate the marketplace with

your message quicker and easier than ever before.

What is Social Media Marketing? It’s utilizing the various social networking sites to enforce your brand and market your business. A social networking site is simply an online meeting place. Think of it like an eHarmony or Match.com for business people. On such sites, people can post a profile with the hopes of meeting other like-minded professionals for business reasons.

According to the Nielsen Research Group, social networks and blogs have moved ahead of personal e-mail among the most popular online activities people engage in. Additionally, USA Today reports that the time spent on these sites is growing three times faster than the overall Internet rate. More than two-thirds of the world’s online population now visits social networking and blogging sites.

Knowing this, it’s clear that if you haven’t yet engaged in Social Media Marketing, the time to start is now. But before you do, you need to be aware of the top mistakes businesses make with this PR outlet so you can avoid them and get the biggest return for your marketing investment.

Mistake #1: Having more than one face on the Internet.When you’re engaging in Social Media Marketing (SMM) you’re really building your image from the ground up. The goal of SMM is to virally spread parts of your image across the Internet. The word “parts” is important. Basically, you’re starting with a holographic image of yourself in the virtual world. You then need to break that hologram apart and find the appropriate places on the Internet where you can frame certain pieces of that hologram.

When someone looks at all the pieces at the various sites, they should be able to put them together to see a single whole. They should not see multiple images of who you are, as that would ruin your credibility. Therefore, if you have multiple Facebook accounts, for example, your personal one has to be hidden and by invitation only. You don’t want that other image out there confusing people and possibly diminishing your reputation.

Mistake #2: Collecting friends.SMM is how you create instant buzz on the Internet by getting the same message out over and over. It’s spreading your message and getting yourself branded so you can get more business. Social networking, on the other hand, is about making friends. For example, you’ve likely seen someone on LinkedIn who has 25,000+ contacts. That’s great, but what do you do with all those contacts? Remember, just because you have a phone book in your office doesn’t mean you can open the book at random, pick a name, and call them for business.

When you collect a contact, you’re supposed to be opening the door to exchange information and build a relationship. Think of it as relationship marketing in the 21st century, and the same rules apply. The only difference is that you’re building the relationship online rather than over coffee.

Mistake #3: Putting out the wrong messages.You’ve likely seen people put posts on Twitter or Facebook that say something like, “John Smith is watching a great movie and eating popcorn.” Such messages may be fine for personal networks, but for business networks you need to put out messages that are useful to your readers. In other words, don’t talk about yourself. You want to give valuable tips and advice so that the people who read your posts want to repost them to their own sites. That’s how your message spreads virally.

The key is to keep your messages consistent. Remember that people are subscribing to various feeds in order to get your information. They are essentially saying that your message has value. That’s why you can’t do a series of sales tips and then post a couple of your favorite omelet recipes. You have to stay on message, and your message has to be for your readers.

With that said, it is okay to occasionally have a press release type message that says something like, “John Smith is speaking at ABC Convention on employee productivity today.” Such a message does two things: 1) It tells people they might not get a tip today or tomorrow because you’re busy, and 2) It shows that other big-wigs out there think your message is important. It’s a positive reinforcement that boosts your credibility, so long as you don’t do it too frequently.


connect

Social MediaThe Top 5 Mistakes of

Marketing

tngM_MA10_68-69 Top 5 Mistakes of SMM.indd 1 2/8/10 11:57 AM

Mistake #4: Posting inappropriate information.Don’t allow yourself or anyone on your site to post anything online that you don’t want your most conservative client to see. You never know where something will end up, especially since the nature of the Internet is for things to spread virally. For example, a CEO of a corporation had a picture of himself and his girlfriend on a topless beach in Mexico. In the photo she’s riding on his shoulders with her breasts exposed. For some reason, he decided to post the photo on his personal invitation-only Facebook site.

The only problem is that he was married. His wife (or rather, his now ex-wife) saw the photo. How? Someone on his invitation-only Facebook account thought it was a great picture and decided to repost it on the public Internet. To top it all off, his board of directors got wind of the photo and fired him. Now he’s no longer employable in that field or that position again. The moral of this story: Never post anything on any site that you wouldn’t personally show your own grandmother.

Mistake #5: Assuming that it is better to have your message in only one place on the Internet.In the “old days” of the Internet, people believed they had to keep all their content on their own web site. The theory was that spreading it out ruined your credibility and diminished your reputation as being a unique business. Not so today. In fact, with SMM, the opposite is true. The more places you can get your message to appear simultaneously, the more effective your message will be.

Think of it as constructing a funnel. You want to lay several trails of information, all of which lead to your main site. Therefore, no matter how someone stumbles upon you, as long as they “follow the trail,” they’ll eventually find you. That’s essentially what you’re doing with your Twitters and other SMM messages. You’re putting out kernels of information. If someone wants the next kernel, they have to follow the trail. Eventually it funnels them to one web site, which is where you wanted them to be anyway. You’re creating an environment where people see your message everywhere. As a result, you now have their attention and you have the opportunity to sell your product, your services, or whatever you’re selling at that point of distribution.

Here’s an example of the power of funneling: Recently Aaron Chronester posted a message on Twitter. Someone saw his post and reposted it on their blog. CNN and the New York Times found the post interesting and reported on it. Because of that exposure, Chronester got a book deal from Simon and Schuster. So, what was his post about? Current events? Global warming? A tell-all celebrity biography? Nope. It was a Twitter post with a unique bacon recipe, as Chronester was trying to get publicity for a barbeque club he belonged to. That’s how powerful funneling your message can be.

Get Noticed with SMMThe marketplace is changing, and you have to change with it. Your name has to be everywhere – in print, on radio, on TV, and on the social networking sites. The more you can get your name and message circulating in the various mediums, the higher your chances of clients seeing your information and ultimately hiring you. Thanks to SMM you can get your message out to thousands of people in an instant. And the results are greater credibility, more exposure, and higher sales – all of which positively impact your bottom line. s

WRITTEN BY PAM LONTOS AND MAURICE RAMIREZ, PH.D

ABOUT THE AUTHORS:Pam Lontos is president of PR/PR Public Relations and author of "I See Your Name Everywhere". Maurice Ramirez, Ph.D. is the chief strategist for Social Media at PR/PR. He is a renowned speaker on the importance of Social Media Marketing. PR/PR has placed clients in publications such as USA Today, Entrepreneur, Cosmopolitan and Time. PR/PR works with established businesses, as well as entrepreneurs who are just launching their company. For a free publicity consultation, e-mail [email protected] or call 407.299.6128. To receive free publicity tips, go to PRPR.net and register for the monthly e-newsletter, “PR/PR Pulse!”


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tngM_MA10_68-69 Top 5 Mistakes of SMM.indd 2 2/8/10 12:08 PM

Any business can be good at something, or even GREAT at it, but the best businesses clearly stand out above the rest. These shining examples are the award winners, the ideal to which we strive to model our success. Best supply-chain management… Walmart. Most successful operating software company… Microsoft. Best customer service… Nordstrom. In each case, their performance has become legendary, and the reputation earns them the pinnacle place in their industry.

In the beauty industry, we don’t strive to be Walmart or Microsoft, but we do strive to perform above our competition. When I ask a salon what sets their business apart “customer service” is hands-down the most common response. So if everyone in the industry is looking to differentiate through customer service, you can’t be just great. You have to be OUTSTANDING.

Defining what makes a business outstanding can be tricky. In his new book, aptly titled Outstanding!, author John Miller describes 47 key ideas that are practiced by the best stand-out businesses. It may sound like a lot of things to do, but it isn’t overwhelming. His advice is practical and straightforward. “It’s better to be clear and understood than to sound super smart,” Miller writes. With each key idea, he uses a simple example to illustrate how or why it should be put into practice.

Miller’s observations are rooted in his experience working with hundreds of Fortune 500 companies. He sheds light on some of the most common problems that plague business culture today… such as being afraid to speak up or making excuses… and encourages personal accountability to break through these barriers.

Each idea is like a little nugget of wisdom. Putting them all together is what creates a culture of personal accountability, urgency, and efficiency that truly performs. Some ideas are self-encapsulating: be humble, be fast, speak up, make no excuses and celebrate! Others such as “make meetings meaningful” are broken down into several ways to achieve the goal: have a leader, use a list, focus on the right things, prepare, be punctual, invite the right people, etc.

One of the great things about this book is that each idea is broken down into a short chapter that can be read in just a few minutes. It was written for busy professionals and entrepreneurs who don’t have the luxury to sit and read at great length. Even if you choose to read just one or two nuggets at a time, you’ll effectively learn some great ideas; this is not a book where you have to re-acclimate yourself if it has been several days or weeks since you last set it down.

An overarching theme throughout the book is the importance of following through and doing what you say you’re going to do. It should go without saying that an employee or an organization holds true to promises. But customers — internal or external — should never be surprised when you keep one. We make mistakes. We forgive and are forgiven. But we must always be accountable. ▲

REVIEWED BY AIMEE GURSKI

BOOKREVIEWOUTSTANDING!


CONNECT




tngM_MA10 _70 A Book Review2.indd 1 2/8/10 12:11 PM

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CONNECT

1. Put whole strawberries in a large saucepan. Add both sugars and mash with a potato masher to release juice. Cook over moderate heat, stirring, until sugar dissolves.2. Add lemons and bring to a simmer, stirring constantly. Add a bit of water if necessary to avoid scorching. Add vinegar, ginger, cumin, cinnamon, cloves and nutmeg. Simmer briskly, stirring frequently, until mixture is thick, dark and flavorful.3. Add quartered strawberries. The heat from the strawberry mixture will cook them slightly.4. Season to taste with salt and a generous amount of black pepper.5. Cool; stir in orange blossom water, if using.

Tip: This jam is great served with fresh goat cheese, zaatar crostini and curly cress.

Serves 6 California Strawberry Commission from calstrawberry.com

directions

moroccan spiced strawberry jam

• 2 lbs. stemmed whole California strawberries (include a few slightly underripe strawberries)• 1 lb. stemmed and quartered small California strawberries• 1 1/2 cups light brown sugar • 1 1/2 cups granulated sugar • 2 lemons, ends removed, halved lengthwise and sliced thin, with seeds removed • 1/3 lb. fresh ginger, peeled and grated • 1 cup champagne vinegar

• 1 tbsp. toasted cumin seed, ground • 1 tbsp. ground cinnamon • 1/4 tsp. ground cloves • Several scrapings of whole nutmeg • Salt and freshly ground black pepper • 1/2 tsp. orange blossom water (optional)

ingredients




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tngM_ND09_23 Tweezwerman AD: NB 06 colors 10/19/09 12:43 PM Page 1



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What have you done to improve the relationships you have with clients?

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

Send an e-mail [email protected]

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RESULTS

Reflections on the Professional Beauty Industry

from industry leaders and experts

TheLastWord

Slow Beauty – in a Fast-Paced IndustryIn many ways, the “slow” movement, beginning with the slow food movement, informs much of my decision-making. Slow food pioneers Carlo Petrini and Alice Waters, with their gentle yet persistent push back against the dangers of agribusiness, feel like old friends. Why? They make the concept so immediate and tangible in everyday life and work.

Today, our fast paced lives are leading to exaggerated levels of stress and a myriad of health problems. And while so many of us are working to slow down, we are also looking to connect in a real and tangible way, as opposed to being connected from a technology vantage point. In fact, technology provides just the opposite effect and removes us from real life.

One of the ways to achieve this balance is by “getting off the grid” and re-connecting with ourselves. Spa destinations provide just that: a meaningful place to downshift, decompress, relax and recharge. Now that the eco-spa boom is well into Spa 2.0, we expect that most spas have long adopted green initiatives that have become seamlessly incorporated into their spa cultures, making it an easier, more authentic experience for the spa guest.

And as we continue to migrate away from those indulgent luxurious years, we are beginning to bring more aspects of the spa home, making it an integral part of our daily lives. This notion of self-care, at the spa and at home, is such an important part of discovering what the slow movement has to offer. Rather than frenetic multitasking, take up the art of focus. In other words, the spa movement has slowly and steadily become a health necessity. At the same time, it’s a great opportunity for the spa professional to increase retail sales. After all, as the major influencer of everything spa, the professional’s role has become even more vital, helping to guide us towards a centered and balanced life.

When life feels as if it’s going too fast, it’s often a pretty good indication that we may need to shift direction slightly as well as slow down. The best way to describe it is mindfulness — being present, conscious, and paying attention right here, right now, in the moment. ▲

Shel PinkFounder and CEO, SpaRitual

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the industry source magazine march/april 2010

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