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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 3 of 4Joico’s own Web site is a tool for stylists as well. It will be updated in March with opportunities for salons to customize pre-made advertising online, which can then be sent to a printer for use in local newspapers. Owners also can order posters or print out shelf talkers to speak to clients about a specific brand or product.
8. Multimedia Materials
Inspirational multi-media materials, focusing on the owner and the stylist, are a unique way to educate salon owners, while also promoting the brand. All of Bumble and bumble’s marketing materials integrate the brand’s education philosophies and teachings, according to Rosenbloom. Bumble and bumble sends to owners in its network a biannual Bb.U Business Review magazine, as well as a Hair Stories magazine and DVD, to share the principles taught in the Business School program Immersions. It is at the core of all of Bumble and bumble marketing efforts, “even at a consumer level, because the looks that we present are the same looks that we teach at Bb.U,” explained Rosenbloom. Business Review assembles a variety of articles and Q&As pertinent to the business to inspire owners in the craft, culture and commerce of hairdressing. Hair Stories focuses on style, including how-tos and before-and-afters.
Traditional print advertising in trade magazines that target the salon provide a target audience of readers, too. American Salon, Modern Salon, Launchpad, Esthetica, Salon Today, HairColor & Design, and Process magazines all provide a variety of opportunities to establish a brand.
Education is integral to the adoption of brands at the salon. Manufacturers are very involved with training field support, guest artists and advisors who help to support the brand around the globe. And offering advanced educational opportunities for stylists is key for many manufacturers because education is invaluable to stylists who must stay on top of trends. “Ingredients change. Technology changes. And the science behind the products and techniques for styling and finishing changes, effecting the way hair responds,” said O’Keefe. “Stylists must know this when working with clients.”
Manufacturers often rely on the stylists and salons to move product and reward high sales with education. For example, Joico has a loyalty program with salon owners and stylists. “A point is earned for every dollar spent,” explained O’Keefe. Points can be redeemed for anything from in-salon education to trips to the Artistic Institute, owned and operated by Zotos International, as well as back bar purchases, accessories or salon furnishings.
10. Marketing Stories