Beauty LaunchPad - March 2014 - (Page 108)

INSPIRE PRESENTS VOL. 91 Live & Learn/Detail for Retail This new volume featuring Texture AND Color offers a huge collection of classic and contemporary cuts and colors-including highlights, blondes, redheads and brunettes-plus designer color techniques a long with the latest in bi-level cuts, curls, razor cuts, flat ironing and specialty finishing. SALON COST 3495 each Get a FREE "Step-by-Step" Technical Guide with each book! ($7.95 value) Sample Size Me Sampling encourages clients to try and buy retail products-but they offer a bevy of other benefits too. -TRACY MORIN ho doesn't love to try new products sans commitment? In the salon, sampling not only encourages clients to buy full-size formulas-it also creates a more memorable experience, inspires retention and helps maintain results between appointments. Whether you charge a nominal fee (clients are more apt to spend a couple of bucks than commit to a hefty purchase) or dole them out gratis, the right sampling program can boost your bottom line. "Offering travel-size products is great because it gives clients an opportunity to test the salon product/brand, which helps attract new customers and convert competitive users," notes Laura Jones, Marketing Manager for Aware Products. "Samples lead to trial, which leads to recommendations, which lead to purchases by consumers that tried the sample-and their friends, family and social networks." Rachael Ostrom, Executive Director of Consumer Engagement for Aveda Global Marketing, recommends two approaches-new product samples and travel-size offers-to generate buzz for products, engage future buyers and introduce current buyers to new launches. And, if you offer a private-label product, you can W Take advantage of INSPIRE's total package offer! Includes volumes 88 and 91 SALON COST $ 95 59 $85.80 value Want to see your work in the next issue of INSPIRE? Download your submission packet now or call 800.634.8500 for more details America's leading professional hairstyling books! 800.634.8500 or visit or email 108 | BEAUTY LAUNCHPAD | MARCH 2014 DID YOU KNOW also utilize samples to keep your salon top-ofmind and create awareness for (and loyalty toward) your brand. But how do you start a successful sampling program? Try these tactics from Matrix Marketing Manager Elizabeth Richardson: * Offer incentives for a full-size or mini-size purchase by giving a discount if the client brings back empty samples-think 20 percent or $3 off the first product purchase. * Combine sampling with social media to engage clients and train them to check back and see what's new and exciting. * Bundle sample kits into the price of a service, such as "Get a color service and take-home sample kit for $100." * After performing a treatment at the backbar, give the client a take-home sample to achieve the same great outcome at home. "Many stylists are afraid to 'push' full-size products on their clients, so offering a sample is a way to ease into that-and sampling is a great way to get clients to try new things and make them feel special," explains Richardson. "Through smart sampling, you're creating a client for life!" Eighty-eight percent of female respondents and 73 percent of male respondents indicate that they would like to receive free product samples at the salon. Product sampling reaches 70 million consumers every quarter, and one-third of customers who try a sample will buy the sampled product in the same shopping trip. (source: itandi group, ltd.) (source: Arbitron/Edison Media Research) HOWARD OATES/GETTY IMAGES $

Table of Contents for the Digital Edition of Beauty LaunchPad - March 2014

Beauty LaunchPad - March 2014
Log On
Editor’s Notebook
On the Cover
Salon of the Month
Giving Back
Runway Report
Mood Board
Spring to Life
Business Affairs
Detail for Retail
Head of the Class
Learning Curve
Quick Tips
Social Network
Free Launch
Advertiser Index
World View

Beauty LaunchPad - March 2014