Looking and feeling like a credit card, a salon VIP card is a ‘flexible’ discount device for salon or spa services and/or product purchases.  Although you will think of many other uses, our focus is on how you can [...]]]> What’s a VIP Card?

It’s a sure-fire way to catch the attention of your local media.

Looking and feeling like a credit card, a salon VIP card is a ‘flexible’ discount device for salon or spa services and/or product purchases.  Although you will think of many other uses, our focus is on how you can use it to garner more local media awareness . . . without looking … moochy.

Although Salon VIP cards work well in any economic climate, no one is immune to a value. Value and savings opportunities are strong motivators, especially now. See our recent post ‘Good PR in a Bad Economy‘.

Newbie or Old-Timer

If you’re just getting started working with your local media, a Salon VIP card is an excellent tool to put in the hands of local newspaper and magazine editors, TV program segment producers, hotel concierges, etc.

Yes, it’s a shameless, transparent outreach to bring them into your salon or spa, but if offered tastefully and sincerely, expressing your desire to have the opportunity for them to experience the ‘special’ value and service you offer your clients, it will be perceived for what it is . . . good promotion, not bribery.

If you’ve been around for a while and the local media already know you, it is yet another good way to get ‘top of mind’ for them again, especially if accompanied by an invitation note tied into some ‘special event’ or charitable good work you are doing.  It’s simply an added incentive for them to focus on you again.

For either group, a tastefully handled Salon VIP card in the pocket of someone from the media increases the likelihood you will see them again IF you’re done a good job on their first visit (See our posts on “How do Your Clients See You?” and “All the World’s a Stage“). Many long-term relationships with local anchor people, weather folk, segment producers, magazine writers, etc. have begun with an enjoyable ‘first visit‘.  Getting that first visit is the trick.

Note: Some press feel ‘guilty’ visiting another salon – It’s like they’re leaving their hairdresser! But, your Salon VIP Card gives them the option of just coming in to ‘try’ another service like a manicure, pedicure , massage or facial, etc. If they like what they experience, they will often opt for a new cut or color look sooner than later. Without your card, they may have never come in at all for any service!

There is no more powerful referral to have than members of the media! They not only tell all their endless contacts but are now familiar with your business when it comes time to do a story involving salons and spas.

What Does a Salon VIP Card Look Like?

The above image is a real world example of a card created by Suki of Donsuki Salon on Madison Avenue in New York. Should your design be flamboyant and easily identifiable, or more subtle and designer-ish? No rules. You can make a case for both, but it always should reflect your salon or spa’s image and message.

Our experience has shown a Salon VIP card works best, and is more flexible for multiple use, if it is designed with:

• An expiration date.
• A ‘write-in’ field for discount amount (based on use).
• Write-in’ fields for a choice of services, products or both.
• A non-transferable and recall statement.
• Contact information

In Suki’s case, she chose never to give product discounts, thus the printed copy on the card ‘for services only’ added. Dale elected ‘write-in’ space for both services and product discounts.  Your choice.

Be Inclusive – Invest in your Media ‘Newbies’.

Everyone was an ‘assistant’ or a ‘Jr.’ before they caught a break.  Include in your list of VIP candidates those individuals who are most often overlooked when “goodies” are sent to the media. Keep in mind that those lesser-titled individuals at the media today are the senior people of tomorrow.  In addition, they influence everyone around them.  You simply cannot evaluate someone’s sphere of influence or credibility factor until you get to know them better.  Treat them with the same respect and caring you would give to the Editor-in-Chief and you could make a supporter for life’ of your salon or spa.  Your Salon VIP card program is a long-term promotional investment.

Salon VIP Card To-Dos

1. Make Your Cards Substantial –Don’t ‘cheap’ on the look and feel of the card. Card stock or paper doesn’t send the right message. We recommend a plastic credit card stock and size. Figure printing cost at slightly over a buck apiece for a thousand.
2. Make Your Invitation Letter Sincere and Clear — Download the sample invitation letter to get an idea of how a good invitation avoids your offer looking blatantly ‘moochey’.
3. Inform your Front Desk and Staff –When a VIP card holder arrives at your salon/spa front desk you should be notified immediately upon arrival. You should be the one to welcome them and evaluate how you wish to handle their appointment.
4. Keep a Log –Keep a front desk log of VIP cards recipients using their privileges. You will know within a few months who is a ‘goody-grabber’ and who may be a helpful friend.
5. Expire All First-time Cards at 6 Months –You want to re-issue replacement cards every six months to have the option of dropping someone off the list as well as the opportunity of sending out replacement cards and new reminder invitation letters at six months. It’s a twice-a-year reminder that you are there and ready to serve.
6. Put Your Salon VIPs on Your Regular Mail/Email List — You’d be surprised how often this gets forgotten. Make sure all your VIP’s are kept updated and on your regular salon/spa mailing and e-mailing list.
7. Use Ink –Make your write-in entries on the card un-erasable.  I know, I know, it seems obvious, but one should never assume:-).

Sample Invitation Letter

Download sample-invite copy for your invitation letter. Change the general copy to suit your offering, discounts, services, etc.

Starting Here

We’re sure you can find several convenient local suppliers of credit card stock custom cards but for starters, here’s name of a supplier that has always done a good job for us. Form-Craft is a San Diego based business form and promotional supplier.

Form-Craft Business Systems
4952 Naples St.
San Diego, CA 92110
877-634-2141
619-275-1030 (local)
www.form-craft.com/

Here’s a link to the item in their catalog pages. Just for shopping purposes, here’s another potential supplier.

If you have any questions or comments, post below and we’ll get right back to you.

Good Fishing.

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“I can’t afford monthly PR agency fees“, or, “I can’t afford multi-month commitments right now“. Those two have always been among the biggies.  Well we’ve solved that one for you. Check out PR [...]]]> Some writings resonate

We’ve heard every reason and excuse in the book for salon professionals not becoming successful with their own PR.

“I can’t afford monthly PR agency fees“, or, “I can’t afford multi-month commitments right now“. Those two have always been among the biggies.  Well we’ve solved that one for you. Check out PR a la Carte.  Let’s not hear that particular excuse anymore. OK?

On that topic, here’s a post we received a copy of this morning from Seth Godin’s Blog . If you don’t subscribe to his blog, we suggest you do. Here it is, short and sweet.

Like the “Starfish story” … we know we have done something important.

We all work hard.  You, in the salon behind the chair, and we, in our BeautyPRpro and Esche & Alexander PR roles.  We do what we do … over and over.

We bring our [...]]]>

Photo courtesy of Tolis Flioukas

Pay Day Yesterday!

Like the “Starfish story” … we know we have done something important.

We all work hard.  You, in the salon behind the chair, and we, in our BeautyPRpro and Esche & Alexander PR roles.  We do what we do … over and over.

We bring our experience and talent to the table every day for our friends and clients.  We share our information, experience, and observations to help make the world (and life) a little better for ourselves and others.

But despite all your (and our) best work, we know people are often fearful.  They stay where they are because they are afraid.  You can only hope a few are really paying attention, being affected and improved by your efforts and inspired to get past that fear of change.

You get your pay off in your chair.  We get ours in the form of comments on the blog (See comments in yesterday’s post) and when we see the results achieved by individuals and companies who have used our information and guidance. That feels good?

A Cacophony of Great Voices

Look around the professional beauty industry and you’ll see and hear a multitude of voices that have carried similar messages over the years. Our friends Vivienne Mackinder, Tony Beckerman, Ian Gavet, Dwight Miller, Martin Parsons,  [too many to list here … boy, are the others going to be upset ] the list goes on and on … all with the same message:

• Learn how
• Be the best at it you can be (at this moment in time)
• Get out and do it (despite your fears)
• Love (and respect) yourself
• Share your time, treasure and knowledge with others.

We’re proud to serve and love seeing these kinds of responses to our message.  Thanks Becci See … it does happen.

What Are You Afraid Of?

The wishers … the dreamers …. the pretenders … the talkers …. so very few actual starters.

So many stylists talk a good game.  They talk about about stepping out from the crowd.  They talk about what they are going to do for [...]]]> Just talk … It’s upsetting.

… and it always makes us sad.

The wishers … the dreamers …. the pretenders … the talkers …. so very few actual starters.

So many stylists talk a good game.  They talk about about stepping out from the crowd.  They talk about what they are going to do for themselves tomorrow.  They talk about entering the ‘big pool’ … NAHA or the Contessas, or some other great PR opportunity.

I don’t mean I’m upset because they miss out on being as famous as Nick Arrojo, Beth Minardi or Vivienne Mackinder … Very few do.  I mean because they end up never realizing some of their  greatest dreams and creativity.  They never even take the risk.

Why so Upset Alex?

Because Sharon and I have seen it so many times over the years … so many talented salon professionals dropping the ball on themselves. Not following through. Not taking a risk.

We got a call from a salon pro in Canada last week.  She wanted to know how much BeautyPRpro charges for a press release.  Sharon and I were both at a meeting.  She left a voicemail. The Contessas are coming up you know.

We called back quickly. 3 hour time difference to Toronto.  Made it in the same day before her salon closing. We can work with that.  We called her back at work and on her cell.

We returned the call several times the next morning early because we know what crazy hours stylists have and how little time they actually have between clients.  It’s tough out there so we always go the extra mile. We’ve done that for years.

She never called again.  I hope she wasn’t just wishing … dreaming … talking … and that she found someone great to write her news and that she got it out and got what she needed. I hope I see her in the Contessas. I hope, I really hope.

Make You Angry?

Gee, I hope so.  Mad enough to do something different for you?  I hope so.

If you found this article useful, get a free subscription to BeautyPRpro.  You’ll also get a FREE copy of “Life-Changing PR for Salon & Spa Owners. We’ll keep you posted on new articles and PR info.

Please click the ‘Share’ icon below and share this on Facebook, Twitter, SalonGalaxy, hairbrained.me, or other fav … or best of all … email  it directly to a friend.

you know how it looks … suddenly a zillion ‘From:’, ‘To:’, ‘Subject:’, and ‘Received:’  fields stream int and the top window darkens with unread emails..

You sigh, and scan for [...]]]> Just because you write doesn’t mean you’re read …

How do you look through your incoming email pile after you’ve been away from your desk?

you know how it looks … suddenly a zillion ‘From:’, ‘To:’, ‘Subject:’, and ‘Received:’  fields stream int and the top window darkens with unread emails..

You sigh, and scan for clients, and “most urgent” .. (people or subject) – 95% + don’t fit this category.  Few deletions have happened.

OK … Urgent emails are dealt with

here’s the critical part.  Reader’s final review  —- “Gotta check it out” … or …“It’s dumb,

I always get a perverse kick out of knocking down the number of emails I do that by scanning the ‘From:’,and ‘Subject:’, fields again.

Dumb , boring, or predictable  =  Delete

Interesting, appealing, engaging … Gotta check it out?  =  Save

So the next 30 seconds sound like this:

Delete … delete … delete …. don’t delete …  don’t delete … delete … delete … don’t delete
… delete … delete … don’t delete … delete

Sound familiar?  Am I wrong?

You spend a great deal of time and effort planning a promotion or offering etc.  But, unless you made the final email review cut, they never saw your offer. I know … you have great in-salon signage?

It’s the subject line

Just like newsstand magazines, it’s the headline that grabs ‘em long enough to get them started. Better have a good first paragraph.  Here is a link to a PDF of headline suggestions for your consideration … tried and true and offered by Chris Garrett  (http://www.chrisg.com) and Authority Blogger.  http://www.authorityblogger.com.

Download the PDF.

Enjoy.

Several thousand years ago a Roman philosopher said, “Luck is what happens when preparation meets opportunity”.  More recently, a guy named Samuel Goldwyn, a Hollywood [...]]]> “The World is Filled with Talented, Poor Dreamers”

We don’t remember who gets attribution for that quote, but our BeautyPRpro header copy above reflects how we feel about that headline.

Several thousand years ago a Roman philosopher said, “Luck is what happens when preparation meets opportunity”.  More recently, a guy named Samuel Goldwyn, a Hollywood producer/movie mogul said, “The harder I work, the luckier I get”.

Well, odds are you’re not going to be ‘hit by lightening’ and hired for that new reality TV series on Bravo, so you better start planning how you are going to get noticed and get ahead in your career.

Every stylist/colorist on industry stages and in the magazines editorially has garnered real PR success (forget the ‘flash in the pans’) by beginning with passion, fear, anxiety, and hope.  They plunked themselves down, talked to people who knew the industry and how stuff happens, planned out their early steps, and added their personal sweat, blood, tears and talent.  Simple, no?

What Did They Do … ?

• Wrote a personal bio and media information material
• Developed a fashion point of view
• Created a news release plan to get known by local and industry editors
• Did charitable activity for the year
• Developed fashion photography for their clients and the media
• Grew their editorial relationships
• Attended industry events to be seen at, involved in, and photographed at.
• Decided on newsworthy local sponsorships
• Argh   …. That a huge list! … Yeah, and that’s not even the half of it … but …

Just Do ‘One’ Thing

If you try to think about it all alone, it feels overwhelming. That’s why so few actually step out and move on down the road to real PR success.

It is actually simple.  Just do the first thing.  Once you start (and succeed) at the first thing you do, the next gets easier and feels more doable.

It Really Is That Simple?

Yep!  Want help?  No cost to say hi and share your dreams. Ask those salon professionals who’ve done it how they did it. They’ll talk to you. Just call ‘em.

Are You Inspired?  Share Your Thoughts with a Comment.

Click this link and put a few extra bucks in your pocket. Well, not instantly, but eventually it means we [...]]]> Takes Only 30 Seconds

This is an unusual post for BeautyPRpro. We think you’ll understand why we deviate from our usual offerings when you read just a little more.  The action we ask is simple.

Click this link and put a few extra bucks in your pocket. Well, not instantly, but eventually it means we will all will make a few sheckles more.

The link above is to send a message to your elected representatives to support the “Small Business Tax Equalization and Compliance Act” that has been introduced in the Senate.

This act provides the beauty industry businesses a dollar for dollar tax credit on FICA (social security and Medicare) taxes paid on employee tips.

Write a Letter? Nope, done for you.

The letter process is automated and took us all of 30 seconds.

The restaurant industry already has this, we don’t.

Here’s the link again

http://bit.ly/kqN6JK

Any questions?

Visit probeauty.org/advocacy

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If you found this article useful, get a free subscription to BeautyPRpro. You’ll receive a FREE copy of our ebook, “Life-Changing PR for Salon & Spa Owners” and receive each article post minutes after it hits the blog.

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