CRYSTAL BALL 2010: PLANNING YOUR PROMOTIONS

Take a deep, long gaze into your crystal ball of 2010; what do you see?  If it still seems a little fuzzy and hazy, it’s time to order up a tall cup of creativity and clear up your business plan for the New Year! 

Over the past year or more of riding out this national recession, many salons that had opened their doors and had been “successful by accident” over the years have lost their dream.  Just like the law of the jungle, it is obvious that only the strong or the lucky survive when conditions are unpredictable.  But, salons that are creative, focused, and strategic have been able to grow and THRIVE during these hard times…and will continue in 2010 and beyond. 

It’s time to buckle down and get your head into your business!

One area to GET CRYSTAL FOCUSED on is planning your service and retail promotions!  The objective is to keep your clients loyal, your team excited, and the business building profit on the bottom line!  To do this you will want to plan service and retail promotions at least 6 times throughout year – or every 6-8 weeks. 

Reach for help…you are not in this alone!  Contact your Redken/Pureology Salon Development Manager in your area to help you analyze your business and plan your Redken/Pureology promotions!  They can help you with team motivation ideas, and promotions they have seen work in other salons! Call your Redken distributor sales representive to help you as well.  Team them up, and you have reached ultimate power!  Check out the Redken and Pureology websites – http://www.redken.com/ or http://www.pureology.com/

Another resource is Summit Salon Business Center, and Summit Salon Consulting Group.  This is the largest consulting company in the world for our industry!  They will help you over the phone, or give the information for the lead resources you need to grow your salon and your salon team.  Go to http://www.summitsalon.com/ for more information

Here are a few ideas to grow three basic and important business areas of your salon; Prebooking, Retail, and Referrals.  This can help you prepare for the first 6 months of 2010.  Make sure to weave in your product promotions throughout these months as well.

January – February – “Pre-book and Win” client contest/game.  Have clients book their next one or two appointments before they leave and their name goes into a drawing to win!  Depending on your budget this could be a flat screen TV, Ipod, or a basket full of Redken Products and $100 gift card to the salon. 

March – April – “Rev up your Retail” team contest/game.  Each week your individual team members hit their weekly retail goal, (example goal: 15%RTS or more) their name goes into a drawing to win!  This 8 week contest would give the team members up to 8 chances to go into the drawing!  The more they get their name in, the better the chances are to win!  Again, depending on your budget, this could be an Ipod, a $150 gift card to the local mall, or a dinner out a five star restaurant!

May – June – “Refer 3 friends” client contest/game.  During this eight week period, once a client has 3 friends come to the salon their name would be entered to win the pre-determined prize.  This could help breathe life into your standard referral program that team members may be forgetting to talk about.  For instance you may already have a program that rewards a client with a $15 gift card for every new guest they send in.  The new contest is an ADDITIONAL reward or chance to win. 

We have you off to a good start…you can see the above plan can cover the first 6 months of 2010!  All you need to do is creatively come up with the next three promotions for the rest of 2010!  

Remember stay in budget with your prizes.  Go to http://www.summitsalon.com/ and purchase the FINANCIAL GUIDELINES binder to help you understand salon spending.

Also you will need additional materials for advertising such as mirror signs, signs at the front desk, newsletters, etc.  Go to http://www.redken.com/  to check out beautifully designed signage, ready for you to customize, download and print! 

Learn how to get your Front Desk involved in successfully offering your specials, sales and promotions, check out http://www.thefrontdeskdoctor.com/ – we invite you to take home the most powerful training tool for your front desk!  The Front Desk Doctor Kit!

My Mom always says ‘SHARING IS CARING’ …

If you have a successful service or retail promotion that you have completed in the past and you would like to share it with our visitors, we would like to read it over and consider posting it on our website!  Email me at coachkristi@crystalfocus.com, many people would be interested in your ideas!!