With so many opportunities out there to market yourself, or your salon, why don’t more people jump on it? What I’m finding out is that most techs and owners have great intentions, but no follow through. Or, they just don’t know where to begin.

For Adrienne and the company at Hair, Body & Sole, it’s no different. HBS’s owner is thrilled to participate in chamber events, fashion shows, charity events, you name it. There have been so many opportunities out there that she has even put in her employee handbook that everyone must attend one event a quarter. But instead of having half your staff standing around, how else could they be effective?

First off, being a part of an event is not just doing hair that night or coordinating models. It’s not just about setting up a booth and handing cards out. It’s about setting yourselves apart from the competition and enrolling new blood into your salon’s appointment book. This takes tremendous brainstorming and planning. Yes, you need people at the tables. But you also need techs walking the crowd; you need techs who are confident calling any interested patrons within 48 hours of the event to remind them of your salon and set up appointments. And you need plenty of retail, promotional items, menus, salon photos, cards, and testimonials set up in advance. And don’t forget gift cards.

What’s the call to action at the event? What makes an onlooker seem special when booking a future appointment? How about anyone booking appointments mentioning that event gets a free gift? They come for a service and get free retail to hook them on a new product, encouraging future sales. What can you do to create a buzz at the event? Last year we did a chamber event and set up the booth just like our stations and performed free gel toes to anyone who would sit down. We must’ve had 40 onlookers that never would’ve just come in because we handed them a card. They got to see how quick, easy, and fun the service could be and that’s what got them into action.

What are the strengths of your staff? Make sure they are participating where they shine. You never want to have someone at the booth who is too meek to speak up. Have that person help out in a different way. Plan each person’s role so that everyone wins. Having a plan keeps things from being overlooked and helps hold accountability. Have specific goals in mind ahead of time and meet afterwards to track what worked, what didn’t, and determine if it was worthwhile.

Plan your events far enough in advance to drop press releases, post on your website, and let existing clients know. Most of all, track your results. It’s truly the only way to know when you’re moving up, and how you got there!

—Heather, success coach