Marketing

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.

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 | 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

Facebook Instagram

Mocha Barber

Facebook Instagram

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Episode 173

27 December 2022

There are many people with a vested interest in the hairdressing industry, the obvious ones being the clients, and the stylists and colourists that are behind the chair, then there are also the salon and school owners, the educators and all the people that are behind the product brands…

And then there are the ‘trade media’, and they are involved in many parts of the industry, with the obvious one traditionally being publishing magazines, but these days they are also heavily involved across all the digital platforms, as well as events, awards, trade shows and education as well as many other areas of the industry…

My guest on today's Podcast is Stacey Soble, she is the Director of Brand Content Strategy for Salon Today Magazine, where she has held numerous roles over the last 26 years.

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 media
The trends around recruitment, marketing and…the changes in industry events

And lots more!

In this episode:

[02:46] Stacey discusses her role as the director of brand content strategy for Salon Today Magazine.

[04:22] Stacey talks about how she specialised in Magazine Journalism

[07:40] Talking about using the digital platform to increase customer interactions.

[11:00] How to use social media to generate income

[13:37] Discussing Data Driven Conference and how it’s all about helping people understand the data that drives their salon.

[22:04] Recruitment and retention issues and discussing schedule flexibility

[24:00] Using social media to talk about culture in salons.

[30:00] Looking at some of the innovative approaches that salons have to their marketing strategy

[40:57] Antony and Stacey talk about Generation Z in the salon industry.

[49:23] Discussing raising prices and charging the value of your worth.

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 Stacey 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

Salon Today

Website | Stacey Soble | Facebook | Instagram

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Episode 161

4 October 2022

I often get questions like, “I get a lot of new clients, but we never seem to grow. Where are we going wrong?”

So today, I want to talk a little about the role of marketing and what marketing really is.

Many salon owners are focused on growth. So all their attention, time, money, and energy are focused on attracting new clients into the business.

But the problem is that they are only addressing one component of marketing.

In today’s show, we will discuss:

Client Generation: Attracting new clients.
Client Conversion: Turning those new clients into regulars.
Client Retention: Keeping them as long as possible.

And lots more!

In this Episode:

[01:01] What role does marketing play?
[01:44] Marketing has three components.
[02:42] The three reasons clients don’t come back.
[03:24] The most common reason clients don’t return.
[05:50] Clients should feel wanted and not rushed.
[09:00] Finding new clients is only the first step.
[10:40] Being friendly and positive can make a huge difference.
[13:08] A recap of what has been discussed so far.
[14:10] Marketing is about making a promise.
[15:50] Take a break!
[16:06] Next steps to take to grow your business.
[17:10] Some helpful resources for you.

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 | YouTube

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Episode 140

10 May 2022

Why “Build It and They Will Come” Is Not a Foolproof Strategy for Starting and Growing a Business with Antony Whitaker

“Build it and they will come” is a line from the 1989 movie ‘Field of Dreams’.

Unfortunately, it is a strategy that many salon owners use when opening up a new salon only to find that Hollywood movies don’t necessarily reflect business reality.

In today's podcast episode, I am answering two questions from our listeners. In answering their questions I will be explaining why “build it and they will come” is not an effective strategy for starting and growing a business.

The first question is from Sandy in Birmingham who asks…

“I opened my salon 4 years ago and I am finding it hard to grow. It's a beautiful space to work in, I have 3 staff members, [two stylists and an assistant] I'm great at doing hair, I'm always fully booked and I generate most of the revenue myself working 5 ½ days a week behind the chair. But despite that the business just won't grow so what should I do?”

The second question is from Steve in Florida who asks…

“I heard you say on one of your YouTube videos that salon owners shouldn’t employ a manager. So, can you talk about why I shouldn’t employ a manager on your podcast? Because honestly I can’t do this by myself, so I need a manager to help me”.

Listen to this week's episode to hear my answers!

In this Episode:

[01:58] A listener question from Sandy in Birmingham.

[03:24] Two of the biggest false expectations that hairdressers have of themselves and their businesses.

[07:03] The four components in your business that you need to have a clear vision for.

[09:02] Questions to ask yourself when developing the vision for the marketing element of your business.

[12:15] Advice for clarifying your financial vision.

[15:11] Factors to consider when you are developing the product and services vision for your salon.

[17:19] How to approach the creation of a vision for your team.

[21:18] The difference between leading from the front and being a manager.

[22:19] A listener question from Steve in Florida.

[23:09] Why you, as a founder, need to take responsibility for the problems that arise in your business.

[24:00] My thoughts on when you should and shouldn’t consider hiring a manager.

[26:49] How the salon industry has evolved (and continues to evolve).

[28:02] Benefits of the Salon Management Checklist that I have put together for you.

[29:19] What you can expect from the free online Salon Management masterclass taking place on May 16th.

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

Free Download

I have put together a freebie just for you! The Salon Management Checklist allows you to mark off what you currently have in place in your business so that you can identify where there are opportunities for you to improve.

Click here to download the Salon Management Checklist.

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Episode 134

29 March 2022

My guest on today's Podcast is Jason Crozier, salon stylist, editorial stylist and the founder and Director of CrozNest Creative Agency in London.

CrozNest helps salon businesses gain traction by providing digital marketing services and curated content packages for social media.

On this episode we discuss:

The benefits of using some curated content on your Instagram feed
The relevance of trend reports
The ever-evolving role of social media in your business

And lots more!

In this Episode:

[02:56] Jason shares where his journey as a creative professional began, and how his career has evolved over the years.

[12:39] How Jason’s digital agency, CrozNest, has been bridging the gap between hairdressing and fashion for the past 11 years.

[15:35] What CrozNest’s curated content packages consist of, and how they elevate the social media platforms of the salon and fashion businesses that utilize them.

[18:20] Jason explains how he and his team create their content packages.

[27:55] The different package options that CrozNest offers to their clients, and the costs associated with each one.

[31:53] Social media platforms that CrozNest’s packages are geared towards.

[33:48] Changes to their business model that CrozNest is in the process of implementing.

[35:19] How CrozNest makes sure that their content is relevant across the world.

[37:41] Value that the CrozNest’s social media content planner (which can be downloaded for free from their website) provides to salon and fashion businesses.

[39:24] What you can expect to learn from the trend reports (another free downloadable resource) that CrozNest releases seasonally.

[45:30] How to make your salon’s Instagram profile stand out from the rest.

[49:34] Jason’s recommendations for managing a business Instagram account.

[52:21] Advice on writing copy for Instagram, Facebook, LinkedIn and Twitter.

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 Jason 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

CrozNest Creative Agency

Website | Instagram | Facebook | LinkedIn | Linktree

Jason Crozier

Instagram | LinkedIn

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