Salon Today - December 2008 - (Page 30)

What the World Needs Now Arlington, Texas Source: Daired Ogle, owner Event: “Tribute to Women,” a bi-annual evening of salon and spa services with a portion of proceeds beneﬁting local women’s shelters. Attendees, who include women who help at the shelters, receive discounted services along with a gift bag of beauty products. Outcome: The most recent event raised about $4,500, which includes a $2,000 check one client writes every time. The maximum of 60 clients is always met, and the salon donates an additional $10,000. Promotion: Word of mouth, in-store signage and e-mail blasts to the salon’s 13,000 clients. “Attendees at the previous event get ﬁrst choice, so we call them ﬁrst.” Team motivation: “In our salon culture we expect respect with regard to our charities. We hire people who are like-minded and want to give back to the community.” Client recruitment: “When you are sincere about your charitable activities, it’s one of the most honorable ways to get your name out into the public. Then when your client receives a compliment on her hair and tells someone where she had it done, the person says, ‘Yeah, I’ve been hearing a lot of positive things about that place.’” 3 Daireds Salon and Spa Pangea Daireds Salon and Spa Pangea donate professional services to local shelters and volunteers during their Tribute to Women event. Bethesda, Maryland Source: Stacey Dabney Ramirez, co-owner Event: “Cut It for a Cause,” a week-long offer of free makeovers to anyone who will donate at least 10 inches of their hair to Locks of Love, a non-proﬁt that makes wigs for ﬁnancially disadvantaged children who have lost their hair due to medical reasons. Outcome: More than 640 inches of hair was donated by 63 individuals. In addition, people with shorter hair who signed a pledge to participate next year received a voucher for a free makeover. Funds of nearly $500 came from a portion of proﬁts from product sales and stylists’ gratuities that they donated. Promotion: Marketing within the salon’s client base followed by a press release that triggered free notices in the Washington Post, in the local Gazette newspaper, in a Daily Candy e-mail blast and on Fox Morning News. Team motivation: “We’re a new business, and it just made sense for us to establish a culture of giving back from the beginning. We held this around Valentine’s Day, and focusing on children made everyone feel great.” Client recruitment: “About a month after the event, we sent a postcard to everyone whose hair we cut, offering a discount if they wanted to keep up the look we gave them. This helped the stylists keep most of the participants as clients.” 4 Bella Bethesda Salon Akron and Canton, Ohio Source: Jeff Scott, co-owner Event: Annual get-together, auction and rafﬂe to beneﬁt Camp Quality, a camp for children battling cancer. In addition, some of the staffers went to the camp to do the kids’ hair, make-up and nails for their big dance of the year. Outcome: Event has raised $16,000-$22,000 each of the four years it’s been held, helping many of children afford the $1,000/week camp fee. “For us, the most rewarding part is going up to the camp. The kids just absolutely love it; they call it ‘spa day’ and wait patiently in line. We’ve done up to 100 kids on that day, including boys in their tuxes. The children are so brave and strong-willed. They remind you of what life really is about.” Promotion: In-salon marketing accompanied by a press release. “The majority of people who attend are our clients and friends.” Team motivation: “The idea started when a client asked if we could do some of the kids’ hair for the dance. At a staff meeting, I talked about the camp, and my staff went right for it and signed up. That part was easy! And it was the staff who made it grow to what it is now.” Client recruitment: “The exposure from giving back brings in clients. We’re well-known for giving to the community, and it does come back. You give, and you’re blessed.” 5 Scott Talbot SalonSpa 30 | December 2008 www.salontoday.com http://www.salontoday.com

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Salon Today - December 2008 Contents Editor's Note Reception Fashion Sense Marketing Spa Menu Shared Value Igniting An Industry What the World Needs Now Greater Gifts Products Owner to Owner

Salon Today - December 2008

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