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10 Ways to Get Your Products Noticed by Salons
By: Sara Mason
Posted: October 13, 2008, from the March 2006 issue of GCI Magazine.
page 2 of 4For example, Kérastase, L’Oréal’s luxury hair care treatment line from France, chose eight key salons in the United States to join them in their alliance with Dress for Success. Dress for Success clients in these salons are treated to makeovers at various locations during special events. In addition, clients at the salon who donate gently used suits to the organization receive a free Kérastase product.
Aligning your company with an event, whether for charity, celebrities or sport, also aligns your company with like-minded salon owners. John Paul Mitchell Systems is top sponsor of the Jeep King of the Mountain (JKOM) Series, featuring downhill racing on bike, ski and snowboard. The series boasts an impressive line-up of elite athletes from around the world who compete for bragging rights with the black Paul Mitchell leader jersey at each competition. At the end of the series the two competitors with the most points receive a $5,000 bonus check courtesy of John Paul Mitchell Systems in addition to a two-year lease on a brand new Jeep Wrangler. The sponsorship positions the brand well for salon owners aiming to reach a male or sport-minded audience.
6. Trade Shows
Whether it’s an intimate setting with a specific niche or an expansive exhibit hall filled with tens of thousands of salon owners and stylists, trade shows are a great opportunity for beauty professionals to see, touch, smell and purchase your products. “Partnering with distributors at hair, skin and nail shows allows brands the opportunity to present new products and promotional programs not found anywhere else in the industry,” said Patrick O’Keefe, director of communications, Joico. According to a survey conducted by the Chicago Midwest Beauty Show, more than 75% of attendees say that buying products is the number-one reason for attending the show. Another 65% are there simply to evaluate what’s new. The companies sponsoring the shows organize targeted marketing campaigns to draw in key buyers from around the country, and they often offer on-site promotional opportunities, such as sponsorships, stage demonstrations and presentations, award shows, coupons, advertisements and multimedia displays, and samples to get your brand into the hands of attendees.
7. Online Media
A company’s online presence is one of the most important components in its overall marketing strategy today. Making the most of it will allow you to succeed in a competitive online world. “What Web sites have done is help build a community, where stylists can go and network with other stylists,” explained O’Keefe.
Joico utilizes leading trade Web sites, such as www.behindthechair.com (BTC), which gets more than 300,000 unique visitors a month, to obtain sampling opportunities along with strong lead support. Online inquiries are supported with in-salon visits, where sales can be targeted to the owners’ specific requests or interests. In addition, trade e-mail campaigns through BTC have allowed Joico to educate and generate brand awareness. The e-mail strategy focuses on thank yous, up selling, education and technique. “Our goal is to provide stylists with tools with which they can better serve their clients,” said O’Keefe.