
Welcome to the Salon Ownerโs Podcast, Phorest FM Episode 93. Co-hosted by Killian Vigna and Zoรฉ Bรฉlisle-Springer, Phorest FM is a weekly show that puts forth a mix of interviews with industry thought-leaders, salon/spa marketing tips, company insights and information on attending Phorest Academy webinars. Phorest FM is produced every Monday morning for your enjoyment with a cup of coffee on your day off.
Phorest FM Episode 93
This weekโs episode discusses everything thatโs happened on the Phorest Blog and Phorest FM over the previous 30 days. From the most popular blogs to snippets from previous Phorest FM episodes, announcements in regards to Phorestโs Salon Owners Summit, youโre sure to get all the marketing advice you might have missed.
Popular Blogs of the Month
- Introducing Phorestโs Email Marketing Editor Complete Redesign
- Failing Salons: 5 Warning Signs & Fixes For Continued Success
- 7 Tips To Increase Profits In Your Salon Or Spa This Winter
- 10 Tips To Raise Your Salon Prices Without Losing Clients
Upcoming Events
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Transcript
Killian Vigna: Welcome to the Phorest FM Podcast, Episode 93. Iโm Killian Vigna.
Zoe Belisle-Springer: And Iโm Zoe Belisle-Springer. This weekโs episode is our usual monthly roundup in which weโll be discussing the best bits of the podcast, the Phorest Blog, and announcing what to expect in December.
Killian Vigna: So grab yourself a cup of coffee, sit back, relax, and join us weekly for all your salonโs business and marketing needs. Good morning Zoe.
Zoe Belisle-Springer: Good morning Killian. Winter has crept up on us so fast.
Killian Vigna: I know, yeah. I saw the pictureโฆ was it Instagram or WhatsApp that you sent the other day? Youโre living in a winter wonderland already!
Zoe Belisle-Springer: I am! Yesterday, it was real feel -25, and about three or four days ago it was close to zero, so itโs like, โWhat is happening?โ
Killian Vigna: And I think it happened over night as well.
Zoe Belisle-Springer: Yeah. Thatโs what I mean! But then I was looking at stuff and I was like, โHey. How many days are left before the Salon Ownerโs Summit?โ And then I was like, โOh, thatโs 55.โ And then I thought, โHold on, if thatโs 55, Christmas is in about 30 days or something.โ
Killian Vigna: Itโs a month. Weโve got, what, Stephenโs Day this time four weeks? Itโs the 26th today, so Christmas is actually yesterday next month.
Zoe Belisle-Springer: Okay, yeah, nope. My headโs not there yet. I feel like weโve been solely concentrating on Black Friday. Iโm kind of almost worried about โ has everybody prepared their Christmas and holiday campaigns already? Cause thatโs gonna creep up real fast.
Killian Vigna: Mm-hmm (affirmative), have you filled those books yet? Weโll show you how in just a bit more of this episode. So letโs kick it off. What were some of this monthโs top blog articles?
Zoe Belisle-Springer: Well, we did talk about this one quite a bit in one of the last episodes, but Ronan Perceval, our CEO, wrote a blog on how weโre introducing the new Email Marketing Editor. So the complete redesign of it. I remember you were chatting about this on maybe the previous episode, either 91 or 92. So we did a partnership with Unsplash which meant that as a client, as a Phorest client, you now have a searchable library of over half a million free, high-res images. Theyโre all available to you. You can edit them. You can add filters. You can overlay text, and all of that. We also did a partnership with ProWritingAid which is a professional tool for automatically correcting things such as spelling, grammar, dyslexia-specific grammar mistakes, and even just readability and writing style. So as you write your content, you get tips, recommendations on how to make your message come alive.
Killian Vigna: Thatโs actually a great one because I was messing around with it the other day, and I donโt have dyslexia, but after writing just a test a paragraph, the whole screen just lit up in colours. It hit me. I was like, โMy god, my grammar is shocking.โ It was great because it fixed it all up instantly, and it even has kind of like a mini thesaurus, so itโs like if you write in a repeated word, it can give you recommendations to change it to another word. So really, really helpful tool there for writing content.
Zoe Belisle-Springer: Yeah. And then we also added the whole return-on-investment functionality, so all the seeing how many people have clicked open, booked from your emails. Literally seeing how your campaign performs and how it actually also compares to other similar salons. So then our second popular blog of the month was around failing salons, but more so about five warning signs and fixes for continued success. This was written by Susan Routledge. Sheโs a multi award-winning salon owner of 30 years. Sheโs also the founder of the Salon Success Freedom Program and the Beauty Directors Clubโs Business Membership. Sheโs written this blog in a way that you kinda get the symptoms, the causes, and the remedies for five downward trends.
Salons around the world and spas around the world are closing their doors, and often times youโre just hit with that reality when itโs too late to do anything about it, and so this whole blog is around trying to catch it before itโs too late, and she suggests ways to actually fix whatโs going wrong. And so the first one that she will highlightโฆ Iโm not gonna go through all the symptom causes and remedies, thatโs what the blog is there for, but the number one thing is not having any cash reserves. Then she goes on to when you start pushing your leadership. Then another warning sign is when you start needing more and more clients constantly, and then being overstocked, which was very interesting because we recently had Phil Jackson write a blog on how much stock you should hold, and he had this whole formula about the speed of sale percentage. Remember we had a chat about that on one of the podcasts?
And then finally, when you stop sleeping, you have, clearly, something on your mind thatโs not turning just quite right. You might be stuck. And just to feel okay with going to ask help. Youโre never quite as alone as you think you are. Thereโs always someone whoโs been in your situation or has witnessed it before and can maybe just say the right words to get you unstuck, get you thinking in another way, and so her final thoughts are kind of just around listing what you do well, magnifying your successes, also listing what could be done better and trying to take action upon that. If you donโt know where to start, and even if it is just to get mentorship around that, and just saying, โListen, I donโt know what to do about this, but this is my issue, and how can I fix it?โ
Very interesting blog, anyways. Strongly recommend. Itโs about, Iโd say, a five minute read. Itโs called โFailing Salons: 5 Warning Signs & Fixes For Continued Success.โ
Killian Vigna: Cool. And then we have our last blog as well, isnโt it?
Zoe Belisle-Springer: Yes. Itโs quick tips. So โ7 Tips To Increase Profits In Your Salon Or Spa This Winter.โ Itโs written by a regular guest contributor, Gloria Murray. Sheโs an award-winning accountant. Sheโs also been awarded the most innovative business advisor in the UK in the Annual Innovation Awards. Sheโs the director of Murray Associates Accountants. She has a Facebook group called โKnowing Your Numbers,โ so some of you might know her from that. Her main points around increasing your profits this winterโฆ planning your capacity for the run up to Christmas, which makes sense. We were just chatting about that. 30 days up to Christmas. Are you maximising this time as much as you can? Can you speak to your staff maybe working a little more in the run up to Christmas, and then kind of extend their break in January, maybe? Then the second tip, training your staff to sell more products cause it is the best time to get pampers out and gift packages and stuff. I remember last year you were saying, โThatโs like one of my best presents. Everythingโs there! I donโt have to think about it too much.โ
Killian Vigna: And Iโll be doing it again this year!
Zoe Belisle-Springer: Yeah. And then special offers, promotions. Trying to figure out if you canโt get all of your clients booked into December, maybe trying to get them booked into January. Something like that. Using the power of gift vouchers was another recommendation, so weโve chatted about this a lot. Gift vouchers are very, very powerful, and train your staff on them.
I canโt remember the stats. Do you remember any of those stats like someone who spends a $20 gift card will actually spend more than that, like itโs almost two times more or something like that?
Killian Vigna: Yeah, so basically, the thing is if I give you a โฌ25 gift voucher, youโre more than likely going to spend like โฌ30 or โฌ40 in the salon because people donโt want to seem tight and just spend whatโs on the card, so theyโll use that as a way of taking a percentage away from the total price, so itโs very good for encouraging more spending than whatโs on the card.
Zoe Belisle-Springer: Thank you for the clarification. I knew there was something around that.
Killian Vigna: It looked like you were struggling. I may have done a webinar or two on this!
Zoe Belisle-Springer: Yeah, I kinda remember that. She also suggests if youโve been thinking about putting your prices up, maybe actually doing it, and capitalising on the busy season. Thereโs loads of documentation online even that weโve put up around how to raise your prices without creating a disgruntled client base, so you can check that out. Itโs going to be in the episodeโs notes. And then her last two quick tips are planning for January and February. What campaigns can you put in place to keep your columns full? And introducing some special, seasonal services cause that always goes down quite well. Itโs like when youโre around Valentineโs Day and you have some specific package for Valentineโs Day or Motherโs Day or all these kind of things. Same thing around Christmas or any kind of winter treatments that you can maybe introduce.
Killian Vigna: And just to follow up on this blog, weโve noticed in the Education Department of all the different Phorest training modules that we offer, products in inventory and text and email marketing were the two most popular and most in demand modules this month because a lot of people, again, are trying to find out how to, I suppose, take full management control of their stock and inventory, and how they can promote more retail for the Christmas. And again, the text and email marketing, with the introduction of our new email editor, people are doing a lot more SMS and email campaigns so theyโre getting training there, and then we have the SMS money-back campaign. So from the client side of things with Phorest, weโve had massive demand for products and inventory and text and email training, so if you are a client listening to this show, sign up for those modules because they are helping a lot of clients at the moment.
Zoe Belisle-Springer: Yeah, I suppose that kind of wraps it up on the blog side, but we had two very interesting episodes on the podcast this month.
Killian Vigna: Yeah, two very good ones. Weโre not gonna go too much into them because weโd be here all day talking about it, but we just haveโฆ I suppose, to break it down, the first one we had was episode 91. 91 episodes, thatโs insane. I think youโve actually planned it out that weโre gonna do our 100 on the live one in January for the #SalonSummit. Thatโs gonna be cool. This episode was with Katt Philipps, the owner of Grafin Skin & Beauty in Illinois, and that episode was all about getting yourself 12 months in advance. So not even just waking up in the morning and knowing what your appointment book is like tomorrow, next week, next month. Itโs what itโs like 12 months in advance. And she does all of this by spending less than $600 a year on marketing, so very interesting one to listen to. And funny enough, thereโs only actually two of them in the salon, so itโs not like sheโs running this massive salon. Plus, sheโs moved into the product space as well, so a lot to learn from Katt there. Without giving too much, hereโs a bit more from Katt Philipps herself.
Snippet 1, Katt Philipps: I was really at the risk of losing my best clients because they would call, and Iโd tell them I couldnโt get them in for three, four months.
Snippet 2, Katt Philipps: Now, Iโm even 60% booked for January of 2020. I just checked this morning.
Snippet 3, Katt Philipps: You just kind of have to put your big girl panties on and just take the leap.
Snippet 4, Katt Philipps: I think my total budget for marketing for the year is less than $600, and most of thatโs just in printing for things that go into baskets that I give away at charity events.
Snippet 5, Katt Philipps: When you get one of those clients that are your dream client, lock โem down. Book them out the whole time because when youโre first starting you take everybody. The ones that you really are in love with and youโre excited to see them again, youโre excited to build a relationship, hopefully a life-long relationship with, then get them on your books so you always have them there.
Killian Vigna: And now our second episode, episode 92, was with Nadine Quinn and Carla McQuillan. It was a little bit closer to home. It was from The Space salon in Dublin, and what this episode was aboutโฆ it was all about how salon culture drives success. This was a fantastic episode to listen to in terms of just how passionate Nadine and Carla are, not just about their craft, not just about their business, but how passionate they are for their team offering that work-life balance. We talked about culture. They offer things like yoga workshops, art classes, poetry reading. They even do movie nights and self-defence classes. They do a range of that.
Now thatโs just kind of like the little fun pieces that we discussed on the show, but they did really drill in to the importance of culture when it comes to recruitment, especially when it comes to being proactive about hiring staff or hiring team members โ is what they referred to โ because, again, you donโt want to get caught up in the whole last minute rush of, โI need to hire someone now because Iโm busy.โ Itโs creating a stockpile of CVs, and they said they always get to pick from the cream of the crop. But, again, cultureโฆ incredibly important in their salon. Itโs important for the benefits of them, the benefits of their staff, but also their clients really feel it when they walk into the salon. So hereโs a few snippets from Nadine and Carla themselves.
Snippet 1, Nadine Quinn: What happened was when we first initially opened the space, both myself and Carla had been in the industry for so long. We wanted to take all the good and then also anything that we felt could be better and also really bring both their personalities into it.
Snippet 2, Carla McQuillan: These girls are doing so much more than hairdressing. Theyโre therapists. They do everything. Theyโre not just doing fantastic hair. Thereโs so much science in hairdressing. They have to be a business within a business, thereโs a million sides to it.
Snippet 3, Nadine Quinn: They believe and embody our message so much that it feels like a family more so than just a place of work. So we get great return on it. Itโs not necessarily like a return we can measure, but itโs most certainly there.
Snippet 4, Nadine Quinn: From a meditation point of view, we schedule every staff member in, paid, 15 minutes earlier every morning, and weโll all meditate for 15 minutes, and that, I think, is the fundamental of our culture.
Killian Vigna: So just following on from the podcast, so they were the two podcasts from November. Again, this is a Phorest product announcement, so you can now actually listen to Phorest FM in your Phorest Salon Software. So, how are we gonna do this? Well, as you know, weโre already on Spotify. Weโve been on Spotify for the last threeโฆ
Zoe Belisle-Springer: A few months!
Killian Vigna: โฆyeah, a few months. Weโre trail blazers. Weโre one of the first few podcasts on it, but how is it in Phorest? Okay, so for anyone who uses Phorest out there, we have a button on the home screen. Itโs called โContact Support.โ If you click that, a little pop-up box will appear, and youโll see โHelp Desk.โ You see a load of popular category icons. If you scroll down just a tiny bit, we have two categories. We have โWhatโs Newโ and then we have โPhorest FM.โ So the โWhatโs Newโ categoryโฆ this is a 30-day rotation, so itโs any new product updates, any new features, and more importantly, any new Phorest FM episodes. So weโll be releasing every episode each week up onto that โWhatโs New,โ and then as the 30-day cycle finishes, weโll swap it over and itโll be the new month.
However, on that โHelp Deskโ pop-out on the โContact Supportโ button in Phorest, you can also go to the Phorest FM category. In that category, we have a snippet of how you can follow Phorest FM, so how you can follow it on Spotify, but then we also have each episode uploaded in monthly folders as well, so you can see all the episodes for September, October, November. Now this is only just brand new into the system, so I think we have backdated as far as September, and theyโre all embedded in it, so you can listen to Phorest FM directly in Phorest, or you can just follow us on Spotify now. So thatโs pretty much it from me, which means weโre moving into the second half of the show which is the Zoe hour.
Zoe Belisle-Springer: Ah, the Zoe hour. Well listen, I donโt have any trade shows or webinar announcements to make, but I will touch upon whatโs coming next, I suppose, in terms of big events, and thatโs the Salon Ownerโs Summit, which is hosted on January 7th in the Convention Center in Dublin, and the theme this year is โPower Up.โ So itโs the fifth edition of the Salon Ownerโs Summit already. The agenda has recently been released. The lineups for the speakers are all done as well, so how itโs gonna go down is Sunday, January 6th, there will be afternoon and evening activities like organized tours of Dublin, and then the welcome reception at Samโs Bar on Dawson Street, and then on the actual day of the Summit โฆ itโs a full day. Starts at 8:30, ends, well, late with the after-party, I suppose. In the Convention Center ends around 5:30pm, so youโll have registration as the very first thing. Tea, coffee, networking, then Ronan, our CEO, will have some welcoming words and introduction to the day, and then, in terms of the main stage speakers, throughout the day youโll hear from Jo Fairley, Ryan Holiday, Christina Kreitel, Albie X Cortes, and David Barnett. Now on the Salon Owners Summit website we have a link to all the speakers and what theyโre talking about, so Iโll link that into the episodeโs notes, but youโre bound to have a really, really insane day. The topics this year are justโฆ theyโre on point.
Just like last year, weโre gonna have a workshop rotation, so weโre gonna have three workshops. The first one is โGetting To Know You.โ Itโs presented by Melanie Icke, our very own Head of People & Education. Then weโll have a workshop on โInterdependent Leadershipโ presented by Steve Gomez, and finally, weโll have another workshop on โThe Secret To Building a Team Of Elite Performers,โ and thatโs going to be presented by Heather Yurko, who I personally had the chance to meet in LA just recently. She is just as passionate and bubbly as she was on the podcast. Youโre gonna have a great workshop, no doubt. And on the Tuesday, January 8th, we have โInside Phorest,โ so the tour and session at Phorest HQ in Dublin. Spaces are limited for that, though, so if you have tickets for the Salon Owners Summit, get onto Aaron for the details and registration links, theyโll be shared in the coming weeks anyways.
And other than that, itโs bound to be a really exciting day. Weโre gonna also host a live podcast episode just like last year. A panel discussion at โInside Phorest.โ Thereโs gonna be two sessions. Thereโs usually one in the morning and one in the afternoon. Weโre gonna be in the middle. So if youโre attending โInside Phorest,โ either stay back or get a little bit in before and catch us there!
Killian Vigna: Yeah, it was good fun last year. Last year was our first one, and itโs gonna be bigger and better again this year.
Zoe Belisle-Springer: Ah, yeah. Always bigger and better, year on year.
Killian Vigna: And who doesnโt love an audience to sit nervously in front of you.
Zoe Belisle-Springer: I think we were probably the most nervous people in the crowd to be honest, in the whole room.
Killian Vigna: Oh, for sure, but it wonโt be a bother on us this time.
Zoe Belisle-Springer: No, itโll be fun this time! So anyways, thatโs it for us today. Weโre already planning early 2019 episodes, so if you know someone with an interesting story for this podcast, slide into our DMs, and as always, if you have any feedback, feel free to leave us a review on iTunes or on Stitcher. Weโre always looking for suggestions on how to improve the show. Have a wonderful week guys. Weโll catch you next Monday.
Killian Vigna: All the best.
Thanks for reading! #LetsGrow