Salon Today - November 2008 - (Page 8)

[EDITOR’S NOTE] Guerilla Marketing I In early October, I received an e-mail blast from one of my favorite home furnishing stores in Savannah, Georgia. The message read, “The economy is horrible and sales are off dramatically. In order to stay in business, (yes, it’s that bad), we need immediate sales. Effective immediately—Save 50 percent storewide.” I found myself wondering what would happen to this retailer that had been a mainstay in the community. About a week later, I received the following e-mail: “Thank you for the most incredible sale ever. We expected to see a doubling in business, not a thirty-fold increase. We sold out of almost everything and are furiously restocking the store. We are still in business!” Take note of guerilla marketing tactics in your own area, and see how you might adapt them for your own business. Now or Never These e-mail missives opened my eyes to what I can only describe as guerilla-style marketing tactics. For example, when MODERN SALON Editor-in-Chief Laurel Smoke recently returned an item to one of her favorite retailers, she was invited to enjoy 50-percent off a second pair of pants if she made her purchase within the next few hours. When I allow myself a morning latte at Starbucks, my local barista stamps my receipt with what they refer to as a “Treat Receipt,” offering 50-percent off an iced beverage when I return that afternoon. These discounts are deep, and they’re designed with strict timelines to trigger immediate response. How can these urgent ideas apply to your business? I realize that a 50-percent discount on a service means you lose your proﬁt margin. But if you could structure an incentive to apply only to same-day, add-on services, you could ﬁll empty spaces on the appointment book, keep staffers productive, and help ease their fears about job stability. Changing Times The volatile economy takes center stage in SALON TODAY this month. We take a reading of the salon industry’s economic pulse and suggest actionable ideas for streamlining your operations and growing your business. (See “Pinch Proof” on page 26 and “Growing Pains” on page 32.) The economy is not the only thing changing these days. This month ushers in a new president, and both prospects promise sweeping change. In our own small world, SALON TODAY is undertaking a redesign and will be seeking more opinion, more diverse voices, and even more smart business within our pages. In a ﬁnal note, it my great pleasure to be continuing the dialogue of smart business as editor of SALON TODAY. I look forward to connecting with many of you soon, and hope to hear your insights on the new economy, our new content and design, or any other salon business topic. Your voice is what drives SALON TODAY. www.salontoday.com Stacey Soble Editor in Chief e-mail: ssoble@vancepublishing.com phone: 805-709-1837 fax: 847-634-4342 400 Knightsbridge Pkwy Lincolnshire, IL 60069 8 | November 2008 www.salontoday.com http://www.salontoday.com http://www.salontoday.com

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

Salon Today - November 2008 Contents Editor's Note Reception Fashion Sense Marketing Roundtable Decor Spa Menu Dream Team Pinch Proof Growing Pains Products Owner to Owner

Salon Today - November 2008

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