Home' INSTYLE Magazine : INSTYLE JANFEB 2016 Contents “Hairdressers are a wonderful
breed of people but as we all know
as employers, a very different
breed of people and in many ways
we are handcuffed by the way
the government is influencing
apprentices.” Oscar Cullinan.
“From the staff we employ to the
services we offer – we have to now
really look at whether we are catering for everyone. One of the
biggest growth markets is Asian hair and a lot of salons don’t cater for
this.” Caterina Di Biase.
With education and training there are
significant issues in the industry that are
becoming more apparent.”
“Apprenticeships are down for all trades – with
haird ressing commencements down 24 per cent –
RTO training now sees escalating employee costs where
employers are paying for RTO training but we are working
on a simplified award structure,”
“These are real costs we didn’t
see before – as such all employee
costs are higher and in the hair
industry many businesses run
at wages of over 60 per cent of
revenue. We are also continually
recruiting as staff aren’t always
staying in the industry for as
long.” Sandy Chong.
“What you take is what you make.
We need to get people in the street
interested and hairdressing needs to lift its game so people
value it more. Yes, the apprenticeship wage is less but the
carrot is bigger at the end.” Gary Latham.
THE CONSENSUS WAS unanimous as with social media and through
utilizing email marketing costs are a lot less than they were years ago
(something is cheaper at least). Attendees agreed that there’s a fine line
between giving clients insightful incentives and bombarding them
traditional marketing and advertising is used for branding and not
necessarily getting new clients in the salon. It’s become a grey area where
each business has to find what engages best with their types of client.
The biggest investment should be in your team.
‘Your people determine your product. Focus
on investing motivated, proactive and smart people.
Your marketing needs to be backed up by the people
delivering the service.” Benni Tognini.
“We’ve learnt over time that ‘data’ and ‘great content’ are king when
it comes to marketing and band awareness. Having a strong website
that is SEO optimized, as well as mobile, email and social media
integration are definitely important. However, it’s a clean and current
guest database, providing invaluable insights, that allows us to tailor
content to the right people, ensuring maximum cut through and
RO I .” Oscar Cullinan.
Then and now: “Years ago I used large format postcards as our major
marketing tool and mailed out about four per year to all clients
promoting a new look, a new service or a special offer. Depending
on the offer this was pretty successful but, even with bulk mail
rates, it became expensive and as our client base increased it
became physically cumbersome. When we got up around 40,000
I needed a van to take them to the mail centre and I also had to buy
an addressing machine for our office. Then I discovered email and it
was FREE! I pretty much use email exclusively now and we have over
100,000 client email addresses. I send out about 6-8 per year so as not
to drive our clients nuts.” John Cook.
“There are so many bloggers and ‘experts’ these days that it
has become a little ridiculous. For us, there is not as much
credibility with what these influencers do. For us we can
still be guaranteed great reach through our long-standing
relationships with television advertising and proven
magazines like the Sunday Times Magazine in Perth. For
us, servicing the client is the best form of marketing. A lot
of hairdressers forget about looking after the client above
anything else.” Rosemary Meade.
VARIOUS STRATEGIES FOR recruiting the best
people and maintaining strong service standards
relayed back heavily to challenges with the award,
apprenticeships and training.
“The most exciting thing for
the industry is that we are
living in an impersonal digital
world and an industry
like ours is a goldmine.
We have a goldmine but we
are not mining it.”
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