Modern Salon - February 2008 - (Page 74)

YOUR BUSINESS continued from 72 Cut, Color, Click! >It’s that easy. Introducing MODERN SALON Learning, the easy, affordable and “on demand” way to refresh your skills or earn continuing education credits in cutting, coloring or styling. MODERN SALON Learning is the best of Modern Salon magazine’s technical education delivered in online courses. Now you can attend a step-by-step class in the comfort of your own home—wherever and whenever it’s convenient for you! daily. The program includes a short Monday morning e-mail reminder that’s sent to everyone with an e-mail address on file at the salon. (Visit www.fillmychairs.com to see a live demo.) Foreman says clients want information and offers that are relevant to them; the challenge is mining data and using all the features that your point-of-sale software allows. An easy way to put your database to work is to do the following, he says. Begin with an electronic list of all current clients who have had a service in the last year. Use a city map to chart them out so you can actually see where they are coming from or get a marketing services company to help you do this. Then purchase a list of people in those areas. Before you create a direct-mail postcard inviting them to your website, use a “deduping,” program to eliminate current clients from the list you bought. Why not simply invite prospects to your salon? Here’s where the web can get highly personal and make emotional connections. “A postcard cannot tell your whole story, but your website can,” says Foreman. “Use a technique called a PURL, which is the prospect’s personal url. The web address would be www.yoursalonname.com/ sandysmith. You have already loaded Sandy’s name into your special web database. Ask her three or four easy questions to build a simple profile, then ask her what kind of an offer she would like to try in your salon.” Once Sandy has filled out her personal form, give her a web coupon, added-value offer or whatever meets her needs, and invite her to schedule an appointment online or by calling. If she wants highlights, you could even place a few photos of your stylists’ highlighting work on her page to see. Relevant, personal, emotional. And when Sandy visits and you use her before-and-after photos on your website, she’ll tell her friends to go have a look-see, which brings you right up to the moment, with consumer-toconsumer marketing that doesn’t cost a thing. Learn more and experience a free course demo at modernsalonlearning.com. CLICK! Once you’ve got a full house, test Carol Phillip’s 10 great ways to make impulse sales, posted at www.modernsalon.com w w w. M o d e r n S a l o n L e a r n i n g . c o m A Division of Vance Publishing Corporation www.vancepublishing.com 74 FEBRUARY 2008 www.modernsalon.com http://www.fillmychairs.com http://www.yoursalonname.com/ http://www.yoursalonname.com/sandysmith http://modernsalonlearning.com http://www.ModernSalonLearning.com http://www.modernsalon.com http://www.vancepublishing.com http://www.modernsalon.com

Table of Contents Feed for the Digital Edition of Modern Salon - February 2008

Modern Salon - February 2008 Contents Behind the Cover Notebook Beauty Matters Contributors @ModernSalon.com New-Now-Next Modern Portfolio Modern Reports As the Experts Choose Beauty Build It, Then What...? Toolbox: Shopping Sharp Star Power Runway Reality Haute Chocolate Modern Update The Goods Personal Style

Modern Salon - February 2008

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