marketing

Two years ago our 100-salon group switched ad agencies, moving from a small boutique firm we’d been with for six years to a larger enterprise with offices in three Canadian cities. The new firm had all the polish and razzmatazz that can’t help but impress, and it has delivered, in …

We are witnessing a seismic shift in attitudes, leading to a new paradigm, according to a huge survey carried out by whom and when in Europe and North America. It questioned 5,000 participants and found the number one way to happiness was to buy back some time. We are all …

When we switched from our small, boutique ad agency to a larger, multi-layered operation, one of the first projects was an overhaul of our brand. Our 100-salon group had been through upgrades previously, but this was to be a radical refresh. And it came with a huge price tag – …

If we learned one thing from this year’s ISBN conference in Scottsdale, it’s that we are facing multiple disruptors to our businesses, many of which we seem helpless to avert. However there is one disruptor that we can stop. And we should stop it now. Ten years ago, beauty bloggers …

Using social media for news and updates is a bit like hearing it through the grapevine. Your intended audience may believe only half of what they see and none of what they hear. But all those Millennials on our teams present a huge opportunity to market our brands. Totaling up …

When it comes to retention, the number one objective at K Charles is rebooking. More than guest loyalty or retail, rebooking is the go-to measurement to monitor business performance. When I was still behind the chair, my rebooking ran at 87-90 per cent. How did I manage such a high …

Millennials are growing up fast! And they’re quickly becoming the dominant leadership group in the American workforce. In 2015, millennial employees – born between 1980 and 2000 – outstripped the Generation X’ers to become the largest age generation of employees currently working in the US across all demographics. Even more …

I wasn’t long into my tenure at the 10-location-strong Gene Juarez group when I recognized a potential threat developing. A new breed of spa industry companies was beginning to offer memberships rather than simple per-service charges. Although still relatively new, this model was gaining traction, drawing in clients to their …

When your aim is to recreate something reminiscent of childhood, you have to get it right. It can’t just be a shadow of what passes for authenticity; a false version of reality. Patrons would feel cheated. Every detail must be considered, every service perfected so patrons recognize that it is …

Let’s put aside everything on your marketing ‘must-do’ list for a moment and talk about the foundation of any strong, thriving business – the customer relationship. After all, it doesn’t matter how great your pictures are on Instagram or how catchy your posts are on Facebook if your clients aren’t …