Marketing

Episode 252

9 July 2024

My guest today is Hellen Ward who as well as being a wife, mother, author, lecturer, educator, and managing director, is also the co-founder along with her husband Richard of the Richard Ward hair and Metro Spa located in the heart of London’s Chelsea.

Hellen is highly regarded in the industry for not just having built a great business that is undoubtedly one of the country's leading salons but also for her passion, commitment and common sense insights when it comes to the UK hairdressing industry…

So, in today’s podcast we will discuss:

The meaning of Luxury in the salon industry
Having Royalty as part of your clientele …and
The challenges and opportunities that the industry is facing

And lots more!

In this Episode:

01:13 Introducing Helen Ward: A multifaceted hair industry leader

01:44 Defining luxury in the salon industry

07:54 An overview of the Richard Ward Salon

15:11 The unique services of Richard Ward Hair and Metro Spa

17:53 The importance of customer experience

24:38 Serving royalty: A peek into the royal clientele

28:48 Challenges of scaling and outsourcing

30:19 Advice for growing salon owners

32:17 The importance of delegation

35:45 Guest artists and diversifying services

37:59 The rise of chair rental and its implications

42:40 Team retention and leadership lessons

48:38 Flexibility in the modern workplace

53:50 Final thoughts and connecting with Helen Ward

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!

They do matter in the rankings of the show and help other people find my podcast.

I also love to hear what’s been helpful and what you love about the podcast! Just click here to review, scroll to the bottom, tap “Ratings and Reviews” tap to rate with 5 stars and “Write a Review” and let me know what your favourite part of the podcast is. Thank you for your support!

Until next time!

Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram

Richard Ward Hair & Metrospa

Website | Instagram

Hellen Ward

Instagram

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Episode 236

19 March 2024

Most businesses don’t last more than a few years, so if you reach your 10th birthday, congratulations because you’re already one of the lucky ones! However, as the years go by, it’s essential that you don’t become too stuck in your ways because continuous evolution is a foundational principle for any successful business.

Inspired by an email from a listener, in today’s episode, I discuss what a business rebrand might entail, how to determine whether you need one, and how to approach team members who are resistant to change.

Change isn’t a choice, it’s inevitable. So, for the sake of your business, make sure you’re changing with the times!

In this Episode:

[01:22] The email that inspired today’s episode.

[02:11] Why continuous evolution is essential to remaining relevant.

[04:44] What a full business rebrand encompasses.

[07:14] The potential upsides of undergoing a business rebrand.

[07:34] The potential downsides of undergoing a business rebrand.

[10:03] Problems that can’t be fixed with a fresh coat of paint and a new website.

[11:49] Advice for dealing with resistance to change amongst your team.

[14:13] A foundational value that should be present in any business.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!

They do matter in the rankings of the show and help other people find my podcast.

Until next time!

Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok | YouTube

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Episode 235

12 March 2024

As a salon owner, one of the biggest challenges affecting a salon's growth is that first-time clients are simply not returning, with numerous studies showing that after their first visit, 65% of clients are not going back to that same salon a second time.

My guest on today’s episode is Kati Whitledge, who has developed a piece of “matchmaking” marketing software, Mya, that not only assists salon owners in attracting new clients but matches them with the stylist who is most likely to connect with them and, as a result, increase client retention.

In today’s episode, we discuss:

Salon marketing
Client recruitment and retention
Mya the matchmaking software

And lots more!

In this Episode:

[02:27] An overview of Kati’s successful business journey.

[04:32] How the hair and beauty industry changed Kati’s life.

[08:08] The evolution of Kati’s marketing software, Mya.

[10:26] A hard truth about client retention and how Mya can change this for your business.

[16:07] Kati explains how Mya works and why it is so beneficial for salon owners.

[00:53] Why Mya is integrated with point-of-sales platforms.

[22:27] How Mya impacts salon staff and client retention.

[24:11] Where Mya is currently available.

[25:03] How Mya clients are marketing the software through their media channels.

[27:25] Examples of the questions in the Mya Matchmaker Quiz.

[30:24] Mya for solopreneurs: coming soon!

[31:57] An overview of the Mya subscription model.

[32:38] The average return on investment for Mya.

[33:05] A real-world Mya success story.

[35:09] A rapid-fire round with Kati.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!

They do matter in the rankings of the show and help other people find my podcast.

Special thanks to Kati for sharing her insights with me for this week’s episode. Until next time!

Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok | YouTube

Mya

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Episode 224

26 December 2023

For our last episode of 2023, we’re joined by a guest who always brings a unique, highly informed perspective on the hair and beauty industry. There is nobody more fitting to share an overview of the business trends that have come to the forefront over the past year and what the future may hold.

Gordon Miller is the CEO and President of Beauty Cast Network, a platform that connects young people with potential employers, and the host of two podcasts, Mastering Beauty and Social Beauty Makers.

In today’s podcast, we will discuss:

The impact AI has had on the salon industry over the past year
An overview of the various social media apps
The problem of fake news…

And lots more!

In this Episode:

[02:45] The goal of Beauty Cast Network, the platform of which Gordon is the CEO and president.

[05:08] Why many businesses have downsized since the pandemic.

[09:01] An overview of the employee-benefit environment in the United States.

[14:19] The huge problem of fake beauty news.

[19:12] Pros and cons of some of the most prevalent social media platforms.

[23:33] The social media platform that Gordon is most interested in (and why).

[25:30] LinkedIn’s target audience.

[26:54] The benefits of YouTube for salon industry professionals.

[29:53] Tension between entertainment and education on TikTok.

[33:48] How AI has changed (and will continue to change) the salon industry (and the world).

[41:16] Use cases for generative AI.

[48:30] What the event space looks like post-pandemic and Gordon’s predictions for what it will look like in the future.

[54:00] How the current global chaos is affecting the salon industry.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!

They do matter in the rankings of the show and help other people find my podcast.

Special thanks to Gordon for sharing his insights with me for this week’s episode.

Until next time!

Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok | YouTube

Gordon Miller

Social Beauty Makers Podcast | Instagram | LinkedIn | Facebook

Beauty Cast Network

Website | Instagram | Mastering Beauty Podcast

The New York Times

The Restaurant Revolution Has Begun

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Episode 214

17 October 2023

You may have heard the expression, “Where the rubber meets the road.”

I think that it’s used as a metaphor to say, “This is the moment of truth!”

In today's short episode, I talk about the moment of truth in the salon as being the time of engagement between the stylist and the client because that's where everything comes together.

That’s where the training, the salon marketing, the decor, the client experience, and the price point all come together to produce a measurable result.

That result is both an immediate financial impact and the opportunity to have turned someone into a long-term loyal client who continuously adds value to the salon or into someone you never see again.

In this Episode:

[00:42] The expression that inspired today’s episode.

[01:01] Exploring the opposing ends of the quality spectrum of a salon business.

[02:48] The four elements required to create a 5-star client experience in your salon.

[05:43] Where salons commonly fall short in terms of client experience.

[06:24] Where the rubber meets the road in the salon industry.

[07:51] The journey to becoming a successful salon owner.

[09:53] One of the biggest problems that salon businesses struggle with.

[11:25] How to make impeccable service an integral part of your salon culture.

[13:14] Benefits of attending my online Super Stylist Course.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!
They do matter in the rankings of the show and help other people find my podcast.

Until next time!
Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok | Super Stylist Course

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Episode 203

1 August 2023

At one end of the salon spectrum, you have budget or value salons. At the other end, you have premium or luxury brands. They all serve a purpose, and they all attract a clientele and a team that represents what the business offers.

In a city like London, the luxury end of the market is very competitive, and brands regularly come and go. But occasionally, you come across a business that stands the test of time. The Michael Van Clarke salon in Marylebone is an example of a luxury salon that, after 35 years in business, is going stronger than ever!

My guest on today's podcast is the founder of this iconic luxury brand, Michael Van Clarke.

In today’s podcast, we will discuss:

What it takes to create a luxury brand
The Michael Van Clarke limited liability partnership model
The importance of training your team…

And lots more!

In this Episode:

[02:25] Michael shares some of the highlights of his 45-year hairdressing career.

[08:30] How Michael curates a luxurious experience in his salons.

[14:46] Prices you can expect to pay for hairdressing services at the Michael Van Clarke Salon.

[16:26] The deli component of the Michael Van Clarke Salon and the value it adds to the business.

[20:20] Lessons learned from Michael’s coffee shop experiment.

[23:31] The importance of carefully considering the titles given to salon staff.

[25:43] How Michael educates his staff about the cultural elements of his business.

[27:44] Apprenticeship to partnership: Michael’s explains how his business model works and the high staff retention rates it has resulted in.

[33:09] Skills that are essential for sustainable success in the salon industry.

[36:09] Michael’s thoughts on work/life balance.

[39:36] The record-breaking number of awards won by the Michael Van Clarke Salon.

[41:23] Michael’s experience of creating a product line and how it has benefited the salon.

[48:04] How the pandemic altered Michael’s approach to marketing.

[50:23] The difference between an industry hairdresser and a client-focused hairdresser.

[53:54] 3“ More Inches; the inspiration behind the name of Michael’s products.

[58:59] The most important lesson Michael has learned during his career.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!

They do matter in the rankings of the show and help other people find my podcast.

Special thanks to Michael for sharing his insights with me for this week’s episode.

Until next time!
Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok

Michael Van Clarke Salon

Website | Instagram | YouTube | TikTok |

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Episode 201

18 July 2023

Despite the changes in the social media landscape, using Instagram effectively is still one of the most important tools to help you grow your salon business!

My guest on today's podcast is Vivienne Johns, a UK-based Instagram expert. At this point in time, being competent (at least) in using this social media channel (alongside the others) is a skill that you can’t afford to ignore.

On her own admission, Vivienne was late to embrace Instagram, but she has certainly made up for lost time and has established herself as a very relatable educator in a fast-moving space.

On this week’s podcast, we will discuss:

The ever-changing social media landscape
How people are consuming content today
How to manage and set guidelines around your salon's social

And lots more.

In this Episode:

[03:13] Vivienne shares the story of her career and her initial thoughts about social media marketing.

[05:18] The moment Vivienne realized she needed social media.

[09:04] Why Vivienne has chosen to prioritize Instagram rather than other social media channels.

[15:33] The benefits of using a variety of social channels for marketing purposes.

[19:46] Why the “post and ghost” approach doesn’t work on social media anymore.

[23:36] How to get the most out of the different social channels.

[27:00] Advice for enhancing the quality of your content and ensuring it is seen by your target clients.

[35:14] Why Vivienne believes engagement is the most important social media metric to focus on.

[39:19] How to create an Instagram aesthetic that showcases your unique brand identity.

[52:02] The importance of having your social media guidelines down in writing.

[52:32] Different ways of collaborating with your team members in the management of your salon Instagram account.

[1:04:09] Vivienne’s motivation for The Hairdresser’s Social Club and the value that it offers to salon owners everywhere.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!

They do matter in the rankings of the show and help other people find my podcast.

Special thanks to Vivienne for sharing her insights with me for this week’s episode. Until next time!

Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok

The Hairdressers Social Club

Website | Instagram | Facebook | LinkedIn

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Episode 178

7 February 2023

If you stopped ten hairdressers in the street and asked them what marketing is, you would probably get ten different answers.

I’m going to guess and say that a big percentage of them would say that marketing is advertising.

And a big percentage of people these days would talk about marketing as being social media.

The majority would also probably say that marketing is about getting ‘New Clients’ into the salon, and perhaps that’s where the problem starts. Because although they are not wrong, marketing is about so much more than that.

In today’s podcast, I talk about what the purpose of marketing really is.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!

They do matter in the rankings of the show and help other people find my podcast.

Until next time!

Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok

Grow 4 Marketing Book https://growmysalonbusiness.com/books/

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Episode 177

31 January 2023

Many media representatives have multipurpose roles as both publishers of magazines and facilitators of awards and various industry events. This gives them interesting insights into what’s going on in the world of hair and beauty.

This is the third and final episode in a series of podcasts in which I talk to people who represent the trade media. In the previous two episodes, my guests provided us with a north American and an Australian perspective. Today I am speaking with Jayne Lewis-Orr to get a UK perspective. 

Jayne is the Executive Director of the Professional Beauty Group in the UK, which, amongst other things, publishes The Hairdressers Journal, facilitates Salon International, and hosts the British Hairdressing Awards. 

In today’s podcast, we discuss:

How the role of the hair and beauty media has evolved over the last few years
The impact that the internet and social media have had on traditional print media
How Jayne sees the future of industry events and awards…

And lots more!

In this Episode:

[03:04] Jayne’s long, diverse, fruitful career in the beauty media industry.

[08:03] How the media industry has evolved since Jayne entered it 30 years ago.

[13:53] Jayne’s perspective on the future of printed magazines.

[16:53] The broad reach of The Hairdressers Journal.

[19:51] How the youth feel about printed media, according to Jayne.

[23:06] Value that printed media provides to hair and beauty professionals.

[27:18] How the British Hairdressing Awards have changed over time and the motivation behind the changes.

[33:38] Jayne explains the intention of the British Hairdressing Business Awards.

[35:03] Why hairdressing is such an impactful career choice.

[39:13] The sentiment towards trade shows post-COVID.

[41:17] How Salon International is meeting the desires of its audience.

[47:03] The pros and cons of the different business models utilized in the salon industry.

[52:14] How the Professional Beauty Group has adapted its marketing strategies in response to the rise of the salon suite model.

[54:43] What Jayne thinks UK hairdressers can learn from hairdressers in other regions.

[55:04] How the pandemic highlighted the importance of the salon industry.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated! 

They do matter in the rankings of the show and help other people find my podcast.

I also love to hear what’s been helpful and what you love about the podcast! Just click here to review, scroll to the bottom, tap “Ratings and Reviews” tap to rate with 5 stars and “Write a Review” and let me know what your favourite part of the podcast is. Thank you for your support!

Special thanks to Jayne for sharing her insights with me for this week’s episode. Until next time!

Antony

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok

Professional Beauty Group

Website

Salon International

Website

The Hairdressers Journal

Jayne Lewis-Orr

Instagram | Email | Facebook | Twitter | LinkedIn

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Episode 175

17 January 2023

Many media representatives have multipurpose roles as publishers of magazines as well as facilitators of awards and various industry events. Therefore, they usually have interesting insights into what's going on in the world of hair and beauty.

This episode is the second in a series of podcasts in which I am talking to people representing the trade media. In the first episode of the series, I spoke with Stacey Soble from Salon Today to get a North American perspective. On today's episode, my guest is Linda Woodhead.

Linda is the founder and owner of the Mocha Group, a multi-layered media company and publisher of magazines in the Australian hair, beauty, and barbering space.

In today's podcast, we discuss:

How the role of the hair and beauty media has evolved over the last few years
The impact that the internet and social media have had on traditional print media
The trends around recruitment
The changes in industry events…

And lots more!

In this Episode:

[02:16] Where Linda’s publishing career began and how it has evolved since.

[04:29] Changes that have taken place in the media industry in recent years and how Mocha Group has remained relevant.

[09:20] Comparing the churn rates of hair salons, beauty salons, and barber shops.

[11:00] Mocha Group’s different target audiences.

[12:02] Why Mocha Group continues to publish magazines in print for salons.

[16:06] Value that people got from the Mocha Group magazines and media channels during the COVID-19 pandemic.

[18:29] Linda’s thoughts on the future of print magazines.

[21:34] The biggest challenge that Linda has faced in her career.

[22:27] Mocha Group’s recent rebrand.

[24:44] Consumer recognition versus peer recognition.

[30:48] The variety of awards events that are hosted by Mocha Group, and what makes their awards unique.

[35:17] The evolution that has taken place in the hair and beauty trade show and education spaces.

[44:23] Shifting trends in recruitment in the salon industry.

[46:25] Adoption rates of the salon suite model in Australia.

[48:22] Why the Australian salon industry is so different from salon industries in other countries.

Thanks so much for joining me this week. If you enjoyed this episode, please leave a review. Ratings and reviews are extremely helpful and greatly appreciated!

They do matter in the rankings of the show and help other people find my podcast.

Special thanks to Linda for sharing her insights with me for this week’s episode. Until next time!

Links and Resources:

Grow My Salon Business

Website | Facebook | Instagram | TikTok

Linda Woodhead

Instagram Facebook Linkedin

Mocha Group

Website Linkedin Youtube

Mocha Hair

Facebook Instagram

Mocha Beauty