Salon Today - October 2008 - (Page 8)

ADVERTISEMENT [NOTE] Dear Professional Colleague, While the Professional Beauty Association (PBA) represents manufacturers, distributors and salon/ spa owners, we recognize that our industry would not be the dynamic force it is without the creativity, talent, and drive of stylists like you. It is your vision, innovation, and style that continue to move us forward. The Professional Beauty Association is proud to congratulate the extraordinary stylists and salons that won at NAHA 19! Award recipients were announced at this year’s star-studded ceremony held on July 13, at the Mandalay Bay Convention Center in Las Vegas. The winners showcase the talent and creativity that are the heart and soul of the professional beauty industry in North America. NAHA 19 Winners Announced The North American Hairstyling Awards (NAHA), the premier hairstyling competition in North America, salutes the very best stylists and leaders in the world of hair and beauty. When honoring the region’s top stylists and salon professionals for their exceptional work in our industry, NAHA recognizes winners in 12 different categories. This year, Victoria Jackson, most notable as a cast member on Saturday Night Live, brought her cutting wit and charm to NAHA 19 as the evening’s emcee. The event featured special artistic presentations by NAHA 2007 Fashion Forward winner Veronica Bessey (sponsored in part by TIGI) and NAHA 2006 Master Stylist winner Heather Wenman (sponsored in part by L’Oreal). Moving tributes to Jack Storey, Hall of Leaders inductee, and Martin Parsons, Lifetime Achievement winner, added to the excitement of the celebration. To view all ﬁnalists and winners, visit probeauty.org/naha. NAHA 20 Applications A dash of color, an application of product, and 1,000 cuts say more than 10,000 words ever could. For 20 years, the North American Hairstyling Awards (NAHA) has brought the top stylists and artists on the continent together to tell their stories and achieve recognition for their work. Applications are now available for NAHA 20, so encourage stylists you know to showcase their artistry by entering the competition. The 2009 event will take place on July 19th at Las Vegas’ Mandalay Bay Convention Center. The co-sponsor of NAHA 20 will be Cosmoprof North America. Discover what it takes to win a coveted NAHA award by clicking on “style scene” at the NAHA forum online. For more information, to review application deadlines, or to download an application for NAHA 20, visit probeauty.org/naha. Thank you to all who attended Cosmoprof North America 2008 and participated in NAHA 19! Remember, just by entering NAHA, you are demonstrating your passion and honing your professional skills. If you didn’t win this year, keep entering! It is a valuable venue in which to improve your skills, gain experience, and continue to grow as a professional. Keep ’Em Coming A As we were putting the ﬁnishing touches on this issue, I overheard intern Megan Vickery and Associate Editor Alison Shipley talking about the term “rebook,” and whether or not it should be hyphenated. (We publishing types sure know how to have fun, don’t we? The answer is “no” on the hyphen, by the way.) Then, Senior Executive Editor Debbie Ogilvie mentioned “pre-book” in comparison. (And yes, oddly enough, grammar rules do indicate a hyphen here. No one said English was easy.) “But what’s the difference?” Megan asked, talking not about hyphens, but those important salon action verbs—rebook and pre-book. That’s where I chimed in: “Pre-booking is a strategy salons use to encourage a client to commit to her next appointment while she’s still in the salon,” I offered. “Dentists have this down to an art form. The best salons do, too, with stylists and front desk personnel collaborating to prompt the client and make prebooking an easy, automatic process.” The beneﬁt of a strong pre-booking plan is that it keeps clients on the service timeline the salon wants them to follow and greatly increases client retention and business volume overall, I explained. The key is to strike while the ﬂatiron is still hot, before the client checks out. Rebooking follows the same premise but can happen any time. “Rebooking is the happy result of a client wanting to repeat her service at the salon and can be driven by a number of factors,” I added. “Prompts range from regrowth (time) to marketing (‘we haven’t seen you in a while’) to simply wanting to relive the excellent experience she enjoyed during her previous visit. A client who rebooks is, quite simply, a repeat customer, the most valuable kind.” You know all this, of course. But are you sure your entire team does? When was the last time you coached your team on pre-booking, rebooking and doing everything they can to keep clients coming back to the salon? As you prepare for the busy holiday season, remind your associates the best gift they can give themselves is a full book in January and February. Review procedures and help them update a pre-booking “script.” Now’s also the time to double-check your marketing systems and schedule. Are you growing your e-mail and cell phone databases and integrating them into your repeat business strategies? Leverage your holiday surge to gather information, then be sure to use it. Our feature articles this month focus on spa treatments and opportunities in the hair enhancement category, but both are ultimately about driving up your percentage of pre-booked and rebooked business. For more ideas and ammo, look for our special report in the November issue on how salons are coping with economic pressures. Contributing Editor Stacey Soble is gathering great ideas for maintaining—and growing—business in this challenging climate. Michele Musgrove Associate Publisher/Creative Director www.salontoday.com Chair of PBA Governing Council 8 | October 2008 www.salontoday.com e-mail: mmusgrove@vancepublishing.com phone: 847.634.7890 fax: 847-634-4342 400 Knightsbridge Pkwy Lincolnshire, IL 60069 http://www.probeauty.org/naha http://www.probeauty.org/naha http://www.salontoday.com http://www.salontoday.com

Table of Contents Feed for the Digital Edition of Salon Today - October 2008

Salon Today - October 2008 Contents Note Reception Fashion Sense Spa Menu Roundtable Decor Blue Hair Studio Fully Booked Special Report: The Business of Hair Enhancement Products Owner to Owner

Salon Today - October 2008

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