One of the few books of its kind, written specifically for salon and spa professionals, Make Over Your Marketing is a practical guide to salon and spa marketing. Learn how to make your marketing work to build your client base, sell more retail, generate more referrals, have more fun -- and to build a bigger role for your business in the lives of your clients. Each chapter gives guidelines for establishing or making over a specific aspect of salon and spa marketing. And each chapter is packed with a variety of unique ideas that will help you craft compelling promotions, events and an overall marketing plan for your business -- for years to come. This book is a must-have for beauty industry professionals! It will be a valuable source of inspiration, guidance and ideas for owners, managers and established industry professionals as well as for recent graduates who want to begin building their own client base.
Elizabeth Kraus is the owner of Be InPulse branding, marketing and design and the author 365 Days of Marketing, Make Over Your Marketing and 12 Months of Marketing for Salon and Spa. (12monthsofmarketing.com)
She has a passion for promoting local, independently-owned businesses and prides herself on crafting creative solutions that can help them compete with businesses of any size.
Elizabeth says, "Everything is marketing. To build a strong business requires that you become aware that your 'brand' (everything that people believe to be true about you or your business) is being built and enhanced -- or damaged -- in the minds of clients and prospects, each and every time they come into contact with you or with any aspect of your business.
"Since people's perceptions about your business (and you) are being influenced at every touch point, it's vital for the business owner to think through the customer experience from beginning to end, from the first possible point of contact or exposure through the shopping trip, appointment or visit itself, to what will happen afterward.
"Developing a more holistic approach, analyzing and taking control of all of the many variables that might occur gives the business owner the opportunity to design a truly exceptional and exceptionally satisfying customer experience." For more information, visit www.12monthsofmarketing.com.
