“Every client has their own personal Style Equation. It's our job as professionals to help them understand exactly what that is and how to get that perfect look,” says Joi Rooks, owner of fresche salon in Atlanta, GA. "We just did our Summer Style Equation Night and shared our styling secrets with our clients, taught them how-tos, had cocktails, and chatted about tools, products and more!”
A + B + C = Style
For a Style Equation Night, book 30-minute appointments to consult, share tips and tricks, and then have clients actually do their own hair (with guidance), recommends Joi. Teach them how to style their current look better and/or faster, with suggested products and tools, or teach them an entirely new style!
"We began marketing our event about 10 weeks out, posting signage everywhere in the salon, on our website, Facebook, Instagram, and sent it out in our monthly e-newsletter," says Joi. "The goal was for each stylist to have 3 clients booked, and each client to bring a friend (new to us) as their guest to help build our clientele." Clients spent $25 to reserve a spot, which was redeemable toward a purchase of products or tools that evening.
Joi says the key to success is for the entire team, from the front desk to all the stylists, to be on board and talking about it. It also has to be fun, so serve a festive summer cocktail, light h'ordeuvres and play upbeat music. And, make sure to stock inventory on brushes, irons, dryers and products to sale that evening.
"This event was supported by Goldwell/KMS California – they helped us with our marketing materials and at our event, which really helped to make it a big success for us. And, our clients loved it! They were surprised at how much we were able to show them and how easy the styles were to create on their own! We are planning to do another one in the fall and gear it toward the holidays,” adds Joi.
[Images courtesy of Glow Communications]