Category: Booth Rental Advice

This is dynamic Information for the Booth Renter, or Professional considering Booth Renting in the beauty industry.

MARKETING YOURSELF AS A MAKEUP ARTIST

~ Joseph Kellner
NEW YORK MAKE UP SHOW
NEW YORK MAKE UP SHOW

There’s literally no limit to the ways you can go about marketing yourself as a makeup artist. Do the things that gets you in touch with as many people as possible. If you can get people singing your praises, they’ll help spread the word about what a remarkable makeup artist you are.

Try offering free trial makeup classes at people’s homes, in your own company, store, or salon. You get credit for being an expert, you increase your standing as a beauty professional, and you increase the likelihood that people will come back to you with more requests and more opportunities to grow.

If you like to write, try contributing a column or an opinion piece to a local newspaper or magazine, or to one of the many internet article diffusion services. Community newspapers, professional newsletters, even inhouse company publications have space they need to fill, and they will help you make connections in your community. Once you get started, you’ve got a track record — and clips that you can use to promote yourself further.

If you’re a better talker than you are teacher or writer, try to get yourself on a panel discussion at a beauty industry conference or sign up to make a presentation at a women’s group or workshop. Visibility has a way of multiplying.

The second important thing to remember about your marketing: it all matters. When you’re promoting yourself, everything you do — and everything you choose not to do — communicates the value and character of your image. Everything from the way you dress, to how you handle phone conversations to the email messages you send to the way you conduct business in a meeting is part of the larger message you’re sending about your business as a whole.

Have you designed a cool-looking logo for your business card? Are you showing you understand that image counts — a lot — in a crowded world? The key to any personal marketing campaign is “word-of-mouth.” Your network of friends, family, colleagues, clients, and customers is the most important marketing vehicle you’ve got.

JOSEPH KELLNER

Joseph Kellner Haircolorist 10 Strategies to Grow Your Company During an Economic Downturn!

~ Joseph Kellner
Haircolor/Make-Up
Haircolor/Make-Up

Most companies envision recession as a time to tighten belts and safeguard reserves. Any plans for acquisitions and mergers are often placed on hold until the economic turmoil blows over. But what many companies don’t know is a recession yields tremendous opportunities. Because while other companies are holding onto their cash tightly and shrinking their workforce, many opportunities are overlooked that can provide a huge competitive advantage.

Companies that learn how to take advantage of special opportunities that are unique to a recession will pull ahead of the competition. Because while the competition is struggling, successful companies are implementing growth strategies that will ramp up stock prices and grow revenue.

1. Ignore Conventional Wisdom

When creating strategies in times of recession, conventional wisdom should be thrown out the window. Instead of locking up your assets and stopping growth activities, you need to create new strategies that foster growth. Because finding the right opportunities during economic downturn can propel your company ahead of the market leader.

2. Reinvent Management Strategies

Some senior managers get stuck in the traditional way of accomplishing business. But management has to accept innovative growth strategies for a company to succeed. Everyone needs to understand that while a growth strategy during a recession isn’t traditional, there are huge gains to be made during this time. Having buy-in from all senior managers will promote success.

3. Keep All Options on the Table

Most companies clam up during hard times–tabling plans for acquisitions and mergers. Historically, successful companies have done the complete opposite. They seek opportunities to grow through acquisitions and mergers. And because other companies aren’t participating in these types of activities, there are special opportunities available.

4. Don’t Be Conservative

Getting ahead in tough economic times means not being conservative. Instead of hunkering down to weather the recession, look for opportunities to grow and acquire. In previous recessions those who were conservative didn’t come out ahead. Successful companies become market leaders by focusing on growth and taking over market share.

5. Loosen Up on Cash Reserves

It’s natural for companies to hold onto cash during a recession. But this strategy won’t get you anywhere with growing your business. Loosening up on your cash reserves will allow your company to participate in growth activities such as strategic acquisitions and mergers. The companies that thrived in previous recessions allowed their reserves to dip 41% lower than other companies.

6. Focus on Smaller Deals

Acquisitions and mergers are important to a company’s growth. These activities are advantageous because it’s much more expensive to grow a company organically then to acquire an established business. But during a recession, it’s important to focus on a large amount of small deals. Companies that implemented this strategy during previous recessions experienced the most impressive results.

7. Don’t Slash Your Operating Expenses

Many business owners are focused on cutting operating expenses during tough economic times. But companies that don’t cut these expenses do better then the competition. Because cutting operating expenses doesn’t support growth activity; it can actually limit your company’s ability to grow. Instead, focus on strategies that promote growth while maintaining the current level of spending.

8. Ramp Up Research and Development

Research and development is an area that often gets cut. But this area is essential in providing opportunities for growth. Ramping up research and development will enable a company to grow instead of lagging behind the competition.

9. Increase Advertising Expenditures

A company needs advertising to grow and expand. Yet some companies believe that trimming expenses in the advertising cost center will help them stay afloat. However, successful companies take the opposite approach to advertising. Industry leaders actually spend more money during a recession. Advertising is an important component to growing business. So don’t be afraid to ramp up your advertising budget.

10. Don’t Avoid Risk

Some business owners are steering clear of potential risks, afraid it will put their company in danger. But not taking risks during a recession may cause your company to fall behind. Because with the untapped growth opportunities available during this economic downturn, those who fall behind may not have an opportunity to recover. And for those willing to take risks, the payoffs are huge with the potential to take over market share and become an industry leader.

If your company is willing to change its approach to handling a recession, the rewards can be well worth the effort. Creating a strong growth strategy can change your businesses’ course in a very positive direction. Because historically market leaders have emerged during these tough economic times.

Business Ideas!

~ Joseph Kellner

 

JosephKellner.com
Recession rewards those who are nimble, not those who analyze and ponder until the opportunity passes them by.

If your organization is drifting into these bad practices, you need to make changes right now.

Delivery of new products and new services to existing customers.

Creation of the perception of increased value and worth.

Strong public and community image.

Strategic initiative to plan for inevitable upturn, no matter when it occurs.

Daily efforts to build trust, confidence, and interaction with CUSTOMERS.

Development of new markets for existing products and services, including global markets, even for smaller businesses.

Paying local and smaller suppliers first, to help keep them in business and become their priority customer.

Creation of banking relationships, credit lines, and financial reserves.

Industry/professional leadership, assuming a visible and assertive role and becoming leaders in discussing conditions and solutions.

Constant presence in the customers’ eyes through all available media which are relevant.
Yes, local businesses are up against tough odds this year. The good news is that Wall Street and the government seem to be committed to getting the economy back on track. In the meantime, stay positive! Here are a few quick ideas for making the best of tough times.

Increase your personal presence in the community. Personal contact and prompt follow-ups are key to winning your customers’ hearts – and business. Follow-up that holiday card with a phone call, a simple email or an e-newsletter. Get active in your local Chamber of Commerce, area franchise association or civic organizations.

Almost every major employer invites people from the community in to speak at staff meetings, “learning lunches,” or benefits fairs. Call to find out when these events take place and ask to be included. There is generally a fee or donation-in-kind required to participate, but the face time you receive with potential clients is invaluable. To find likely organizations, scour local chamber websites and member listings.

Toot your own horn. Did your staff attend a seminar or convention to further their education? Did you become certified in a new field of expertise? Send a short press release to your local newspaper with a photo. Worst case, they will ignore you or hit you up for an ad. Best case, they’ll do an article on you and your business.
You know local search is important. But research just released by the Pew Internet & American Life Project shows how essential Internet marketing is – particularly for attracting young adults.

This rising group of shoppers – Millennials now aged 17-24 – was born with keyboards in their hands. Over 90% use the Internet and 86% rate mobile phones and the Internet as their preferred way to get information and communicate. They hardly use local phones and cable and satellite TV rank as “preferred” among less than 5% of those surveyed.

What’s great for local businesses is that their constant desire to be in touch and openly share experiences has dramatically changed how they shop: Millennials start by “pre-shopping” on the Internet, but actual shopping is done locally as a social activity. That’s because this group needs constant validation from peers and is always in touch with friends!

Price increase >>>> “Buy now” incentive. If you need to charge more, let customers know in advance. Be honest and specific about the reason. And sweeten the increase by offering core customers an early-bird deal. Sample messaging: “Out of necessity, our rates have increased slightly this year. However, if you (come in, contact us, call me) by January 10th, we can still honor 2008 prices. We are also happy to extend this offer to anyone you might refer to us …”

Downsizing >>>> Better service. Cutting staff, hours, or services can help you keep your business healthy unless it sends the wrong signal to customers. That’s why you need to nip negative perceptions in the bud. To do it, bring your downsizing out into the light. Be honest about what you’re doing and why, but keep it positive. Example: “… this has given us the opportunity to get back to our roots, to what we have always loved the most and done the best. So yes, our (services, staff, offices, etc.) may be a little smaller, but our quality, value and commitment to customers is bigger than ever.”
Joseph Kellner