Salon Business

Better Business

July 1, 2007 By: American Salon Staff American Salon

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Direct mail can be one of the most effective ways to reach new customers, but a poorly designed coupon could mean lost business. Here, direct mail specialist Money Mailer, in business since 1979, provides tips on how to make sure your salon's coupon stands out from the pack:

• Keep the layout of the coupon clean and simple.
• Add color to enhance its appeal.
• Use a picture or graphic that will help customers easily identify the service they're looking for when sorting through coupons.
• Highlight key information, like the company name or the offer, so it stands out from the other text.
• State restrictions clearly and succinctly to avoid customer confusion. —L.A.

Coupons should include a picture of your service.

Client Savvy

"Financial performance is an important measure of a company's health and well-being, but it's the customer that keeps the business' heart beating," points out Michael Coles, president and CEO of Caribou Coffee Co., in the preface to Craig Cochran's Becoming a Customer-Focused Organization (Paton Press LLC, 2006). From demonstrating how to develop customer surveys that produce useful data to explaining the importance of customer satisfaction training, this book shares practical strategies for any business owner who wants to reassess a company's ability to meet its clients' demands. —C.W.

Our Town

Miami, FL, might be known for having some of the hottest weather and the most road-raged drivers in the country, but Nicole Palmieri found four salons that keep locals and visitors cool, calm, collected and, most of all, stylish.

1. Samy Style Beauty Lounge

"We did a lot of homework on the salon competition in Miami," says Melinda Wells-Derocher, vice president of marketing, communications and product development at Samy Salon Systems. "The salon is located on a road with a lot of tourist traffic. We wanted to truly understand what they are looking for in a salon." The Samy Style Beauty Lounge, the company's first corporate salon, opened its doors in February and is already a popular attraction.

A variety of hair and nail services are offered, including Hair Therapy treatments made specifically for the salon that address the needs of damaged, dry, over-processed and thinning hair. The salon features a clean, white décor. Most clients receive their services on the main level, but there is also a mezzanine floor with a separate entrance for VIP clients and celebrities.

In stock: Samy, L'Oréal Professionnel Haircolor

2. Detlev Hair + Color

"We focus on the haircut, services and on creating a relaxing environment," says owner Detlev Gessner. At the shampoo stations, dim lights and lit candles adorn the area where guests sit back and enjoy a decadent 10-minute shampoo treatment, complete with scalp, shoulder and neck massage. "During the shampoo stage, there is no conversation at all," says Gessner. "It's all about relaxation."

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