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Better Business
August 1, 2007 By: American Salon Staff American Salon
MAKING CONTACT
COUNTER INTELLIGENCE
Newsletters are one of the most powerful, cost effective ways to communicate your retail offerings, advertise promotions, introduce new products, or announce retail events and consumer clinics. They're also a great way to stay connected to clients between salon visits. Sending newsletters through the mail is an extremely personal way to communicate, but if your salon collects e-mail addresses you may choose to send e-newsletters instead, which are highly cost effective, as they require no postage and can be done with greater frequency. Whether you use regular mail or e-mail, consider the following suggestions for putting together a retail newsletter:
Commit to simplicity and consistency. This is best achieved by limiting the number of pages and avoiding overly ambitious newsletter programs that require more time and money than you can comfortably invest.
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Create an eye-catching and memorable title. Select one that is distinctive and benefit-oriented.
Simplify design. Clutter detracts from your message. Don't make it too busy, too colorful or too long. Keep it clean so that the eye isn't distracted and make headlines easy to locate and read.
Write simply but accurately. Clear, concise and credible writing is essential when creating newsletters.
Sue Remes is an internationally known keynote speaker and consultant. For more strategic retail sales, management and education solutions, contact her at sue@sueremes.com or call 612/378-9398.
EAT, DRINK & BE MERRY
Dtox Day Spa
Wine and hors d'oeuvres coupled with massages and manicures is the latest spa trend to hit L.A. Think of it as social spa-ing. "It's what happens when you combine a spa experience with a social opportunity," says Taylor Kent, spa director of Dtox Day Spa in Los Angeles, which hosts Happy Hour Friday parties on a monthly basis. For the events, Dtox's normally serene spa lounge is transformed into a social setting where guests hang out, mingle and sample a variety of services, including Text Message, a forearm and hand massage; Stress Relief, a neck/shoulder massage; Girls on Heels/Men in Boots, a calf and foot massage; Reiki, which involves healing the body and soul through energy; and manicures and pedicures with a touch of reflexology. Costs range from $39 to $99. "The response has been absolutely phenomenal," says Kent. —K.D.
 Guests gather for Dtox's Happy Hour Friday events in the spa's center atrium, which features a waterfall 15 feet tall. |
Come Rain or Shine
You can't control the weather, but thanks to a company called WeatherBill, you may be able to control how it affects your business. WeatherBill provides businesses large and small with insurance to protect against weather conditions that may hurt revenue. Unlike most insurance plans, WeatherBill aims to provide flexible, affordable coverage based on a business' individual needs, with no proof-of-loss requirements or claims to process.
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