Get Your Marketing Moving....Seriously Moving

         Video marketing is on the rise. It has been on my radar for quite some time now. But I always look to how effective any trend might be before I jump on the bandwagon teetering out of control. Looking at the research from Stephanie Frasco on Social Media Today, here's why I think we should pay more attention to video marketing now than ever before.

• About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. (Source: Eloqua)
• The average user spends 88% more time on a website with video. (Source: Mist Media)
• Video and e-mail marketing can increase click-through rates by more than 90%.(Source: Mist Media)
• Video equals higher viewer retention. The information retained in one minute of online video is equal to about 1.8 million written words. (Source: Brainshark)
• Video attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines. (Source: MarketingSherpa)
• Of the 80% of internet users who watched a video ad, 46% took some sort of action after viewing the ad. (Source: Video Brewery)

                                                                            http://socialmediatoday.com/

       With Facebook acquiring Instagram many in the social media game wondered if they could maintain the edge Instagram built in their rise to the top. Adding the Instagram video feature again added concern that Facebook would ruin the features that made Instagram so unique. Well the critics have been silenced with what the social media savvy are calling this video feature an out of the park hit for Facebook and its millions of users. How are the Instagram savvy using this new feature to promote their business? Let's take a peek behind the scenes, Instagram style.

1. Use Instagram to humanize your business....Our business lends itself particularly well to this. Good news is if you already have an Instagram account, you're good to go. If you don't..what the heck are you waiting for. This medium lends itself especially well to our industry, it is so very visual.
2. Introduce new products, services or specials. These short burst videos are perfect for introducing a new service including a few seconds of each step with a beautiful finished result. A quick how to use a new product demo can entice clients or visitors for that matter, to check them out in person.
3. Testimonials are a great way to use the new Instagram video feature. Put a face with all those nails. Of course clear it with your clients, but what a better way to build your brand and loyal following than to feature some of your nail stars.

     Instagram videos are limited to 15 seconds and also have 13 filters to choose from, which by the way..are not the same as the photography filters. They are unique to their video feature. You can stop and start as many times as you like. Unfortunately the application kept crashing on my Galaxy so hopefully they will be on this Android fix soon.
Maisie Dunbar of Maise Dunbar Spa Lounge posted several Instavideos from an event she hosted at her salon. Perfect use of this new social media app.

 



Maisie On Instagram Video

Go Bluffa Jo

  
     Maisie Dunbar founder of Maisie Dunbar Spa Lounge launched 9 new products last weekend at the Orlando Premiere show. What is Bluffa Jo? It is a term from Liberia, where Ms Dunbar hails from, used to describe one who embraces inward and outward beauty.
     According to Ms Dunbar "Our line is a highly-sophisticated blend of minerals and bold colors which form a filter that allows the skin to breathe and function normally, while simultaneously protecting it from air-borne pollutants. The staying power of the minerals is so great that you rarely need a touch-up during the day." I can tell you from the perspective of a 30+ year veteran of beauty products, both professional and retail this line is exquisite. It surpasses all my expectations. With her finger on the pulse of beauty and style this classic yet fashion forward line is a winner.

     Nine new lipglosses including 4 fashion fun specialty colors rich in pigment. Dual glosses combine a regular gloss with just the right amount of shimmer.

     Two new concealer pots in both a duo and trio offer cover-up for skin imperfections and rosacea. They can also be used to contour and highlight under mineral powder. All shades are available in single pots as well.

     All new Lip trios are the same fabulous Bluffa Jo gloss in convenient pots. Two tonal palattes come in bare and expressive. And last but not least the all new Trio Blush Bronzer.

     This all new trio contains a blush, bronzer and shimmer in a sleek compact perfect to add just the right glow to summer skin. The Bluffa Jo brand, keeping skin care in mind, uses natural mineral pigments, a natural alternative to chemical makeup. They do not contain any dyes, oils, talc, alcohol or fragrance.
Check out the whole line here Bluffa Jo Cosmetics

How to WOW!

Check it out here

 

     A friend recently gave me the book Platform, Get Noticed in a Noisy World by Michael Hyatt, so I thought it would be perfect reading for my flight to the Premiere Beauty Show in Orlando.The Nail Talk Radio team had a live listening/Ustream party set up for Sunday evening with only my marketing segment..so...no pressure :) I thought this book would have a great nugget I could share. The book itself is really more for speakers, authors and the social media tribe, but I did notice chapter 7 was called Wrap the Wow in Style I thought I could tweak to fit beauty world. I was working on it at lunch for a bit and then had to head over to Maisie's class.

 

   Well it just so happened Maisie had the WOW factor in her presentation as well. So I though who better to share than this highly successful entrepreneurs top 10 ways to wow your guests.
1. Provide a total customer experience: No Compromise. Keep a clean environment at all times. That means the front door is clean to the products are not dusty to the toilet is scrubbed. Everywhere is stellar.
2. Be a servant: Providing everything they need when they come in. Always remember their favorite polishes, what their drink preference is etc. Make sure  you make them feel like the most important person in the room.
3. Build trust: If you say you are going to do something...be NIKE, just do it (especially love that one) Always under promise and over deliver.
4. Give attention: Focus on only them. Even if the salon is full and there are other conversations going on around you. Use your active listening skills and give 100 percent attention to your guest.
5. Respect: Respect their time. If they have a 10:00 am reservation and you are running late, call them, or have someone call them and let them know how late you are running.
6. Be proactive. Know the latest and the greatest in the beauty industry. Make sure you know about it before they ask. Always come up with solutions for them and make professional recommendations.

7. Happy Environment: Make sure you and your team are always happy regardless of what is happening outside of work,
8. Take action: if something goes wrong, take action and let the guest know  you will fix it, no matter the cost.
9. Commit to excellence: Make sure you, your team, your products are GREAT. Develop a spirit of excellence and you will never have to worry about pricing.
10. Honesty: Do unto others as you would want done to you. You do not want to sit at a dirty dinner table, therefor your patrons should not have to sit at a dirty nail or pedicure station.
Commit to these top ten Wows for smart marketing!

Define Your Own Success

 

      I want to share a bit of reflection from last week's nail artist retreat. I have to admit one of the reasons I signed up was to be in the same company of top nail educators. We are who we surround ourselves with and this was an opportunity to soak up some amazing inspiration. Both Paula and Adriana are amazing techs with outstanding techniques to share. Julie's presentation was so inspiring. She shared how she achieved her goal of moving to New York to become a celebrity manicurist and all the struggles along the way. But something Maisie said during her entrepreneur presentation really hit home with me. She asked attendees to define what success looks like to them. What does you success look like, feel like? So often we compare ourselves and our success to others. But our success is truly only defined by ourselves. It's so easy to compare these days when there is a constant feed online through Facebook, Twitter and Instagram. I have to admit I follow a few high profile techs and I think sometimes their world looks so much more exciting than mine. But Maisie so eloquently stated don't chase after another's successes. She said, "I'm not supposed to be doing what Julie is doing or what Millie is doing. I am here to be Maisie and follow my God given gifts and be true to my dreams. "

      I struggle with this myself. I would see what someone else was doing and think, gee I would like to do that. I might even spend a few months caught up in researching it, daydreaming about it. But I have my own unique gifts that may not be suited to that specific work. At these times I dig deep, go back to earlier days and remember what brought me joy? what did I love to do? What were people always encouraging me toward? I had a 4th grade teacher tell me to never stop writing. She Also nicknamed me Motor-mouth Morgan, a title that took years to embrace the positive spin. Now I'm happy to say people fly me all over the country to hear me speak.

 

 

      I was always a self help junkie too. From Napoleon Hills Think and Grow Rich to Dale Carnegie How to Win Friends and Influence People I am always reading about improving myself. I just read a really great book called The Gift of Imperfection. A great read for A+ type personalities, but that's another topic for another time. I am just beginning, at over 50 to understand and embrace my true talents and gifts. I guess I'm just a slow learner, or discoverer. After reading all the how tos I guess I needed to add life experience to give my knowledge authenticity. I'm not sure I needed quite as many lessons as I was given, but I did go through some really challenging times and discovered I am stronger than I ever imagined. This I now know. I am at my best self when helping others, motivating and encouraging their spirit. Sharing some of my failures to help another understand we have all been there. I heard a great story about a woman that fell in a hole. Many people passed by her not able to help her. Finally another woman passing by jumped in the hole. Taken by surprise the woman in the hole said Oh my goodness, why did you do that? She simply answered I have been here before, I know the way out. So I encourage each of you to put your blinders on, focus on your true gifts and talents. You will never be better than when you are in this zone, embracing what it is that brings you joy. Once you discover your gifts, sharing and giving back will open new pathways to success. If you are alive on this earth right now there is something only you can do, that no one else can do. Find what that is, and market the heck out of it.

 

Network Makes the Dream Work

      With the show season already in full swing I want to talk about the most important aspect of attending these shows. The networking. In order to become successful you don't have to be the smartest person in the room. As a matter of fact if you are, it's time to find a new room. The importance of networking is to surround yourself with people smarter than you are. Who know the things you don't know, that if you did know, you could do better, be better and market yourself better. In Harvey Mackey's column Career Advice from the Masters he writes "If I had to name the single characteristic shared by all the truly successful people I’ve met over a lifetime, I’d say it is the ability to create and nurture a network of contacts. A network replaces the weakness of the individual with the strength of your network."


Some people are allergic to networking, I had this challenge early in my career. I would seriously break out in hives. But a mentor encouraged me to approach people and not be afraid of asking to add them to my network. I'm so glad I took his advice. I have met so many amazing people in this industry once I let go of that fear. Building a network is building a bridge to a successful future.

You never know what you will need along the way in this crazy business and your network opens up so many doors that may have been shut tight. When you meet new people understand they are giving you their time because they believe you may hold something of value to them as well. Don't be a hoarder of your knowledge and information. Networking is a two way street. If people sense you are only a taker your networking efforts will suffer. I had the opportunity of spending some time with a dear friend in my network today Miss Maisie Dunbar. Maisie is a huge role model and femtor to me and I cherish the time we spend together. I introduced myself to Maisie at a show years ago and we became fast friends. We share a common mindset. Maisie is one of the smartest business women I know and shares her knowledge selflessly. She is authentic and transparent because she truly walks the talk. Even though I originally thought I was taking a few hours off today with her we ultimately end up talking about the beauty business. We talked about the frustration with some fellow nail techs that don't understand the value of investing in themselves. As business femtors it is a huge pet peeve we share. Many want to whine and complain about how slow their books are or how hard this business is without the slightest regard for their role in the situation. We chatted about where we are in our business and personal lives and the common thread of committing to excellence and not settling for anything less. I would have never met Maisie if I had not been at a show furthering my education.

I got sick and tired of struggling in business, so I knew I needed to know what I didn't know. So my question this week is, what are you willing to commit to in reaching for your dreams and goals? Before you take off in too many directions ask yourself if you have done as much as you can, invested as much as you can afford to surge ahead. How much time have you given the true work that needs to get done to rise above ordinary? Asses where you are and ask yourself what efforts have I made, truly made, to make things happen. So as you head out to the trade shows this season make yourself a list of who you would like to meet. What questions would you like to ask them. What do you bring to the relationship to stay in the game? Are you educating yourself to be of value to the equation? At the end of the show day there are only so many hours to get things done. We all get the same 24. How are you going to make yours most effective to break through to success?
Here are a few networking basics.
1. Join your local community center. Many centers post events well ahead of time. Something is bound to catch your interest. Libraries also bring in speakers on a variety of topics. Attend the event with plenty of business cards.
2. Have a Facebook presence for your business. Even if you are an employee of a salon. Many area businesses post events in your town. Choose a few to attend, with plenty of business cards.
3. Reach out to the local schools. They are always holding events, fundraisers and charitable events. Offer to attend and set up a booth donating proceeds to the cause. Have plenty of business cards.
4. Attend trade shows, as many as you can. With your business cards.
If you attend an event with a friend or colleague divide and conquer, you already know them. Get business cards or contact information from everyone you meet. Make a small note about what you talked about or what you promised to follow up with. It makes things so much easier when you get home. Keep in touch with these contacts, you never know when they might need your services.

IN~spiration

     Today’s tip is about inspiration. I had the honor of being interviewed by London Wright of Stylz4women and one of the questions he asked me was where do I get my inspiration. For me that ones a no brainer. I get inspiration from others. I love to read about success stories and realize that everyone really starts out about the same place. To understand that everyone makes choices and if you wait for things to come to you , well you might be waiting a long time. I love people who take action and follow a passion relentlessly towards excellence.

Interview with Millie Haynam

     This weekend I had the chance to do just that. I read on Maisie Dunbar’s facebook page that she was going to be at a fundraising event in North Canton, only about an hour from me. I immediately contacted her and asked if I could come help her in any way. I went down to the event which was a fundraiser that the O’jay’s put on to raise money for college scholarships for kids from their home town, Canton. She was in town to aid in the fundraising event and had a booth at the event Sunday. I got up bright and early and got myself down there to spend some time with this amazing lady. I thought geez, when is she going to be an hour from me again. Point is if there is something you can do, then by all means just do it. Maisie had a total of 3 events going on that weekend trying to promote her salon and her cosmetic line Bluffa Jo.

Millie Haynam, Maisie Dunbar

  
     She was out working her brand. We had several hours to chat about the business and we swapped stories about how many people don’t truly grasp the sacrifice and dedication it takes to make it all happen. It was worth every minute of the drive to be able to brainstorm with one of the industry’s brightest stars.

     Then on top of that, today I had a nail date with one of my nail art guru’s JaNiese Newton in Detroit. I met my nailfriends Jada and Kim and we rode up 3 hours to Detroit together to have a play date. Even better Dayna Knight drove down from Ontario Canada to join us. We spent the afternoon watching nail art videos, watching each other playing with new nail art stuff and we even went on a field trip to two nail supply houses in the area.

Nails by JaNiese

 

     Again, something we planned to help each other grow as nail artists. We all had a few Ah Ha moments. Success is dedication, sacrifice and persistent pursuit of the goal. I have set my schedule up at the salon to work two 9 hour days and two 8 hour days behind the chair so I can have two days a week off. At least one, or honestly most times both days off it gives me the opportunity to work ON my business, not just IN my business. If you are not where you want to be ask yourself what would it take to get there. What information or skill that if you knew, could get you closer to your goals. Take stock and really figure out what the top few things would be and go after them. Start your own nail friend group and keep after each other to keep growing. P.S. Jada, Dayna, Kim and JaNiese, homework is due in one week :)

Millie Haynam, Kimberly Jones-Hammond, Jada Cunningham, JaNiese Newton, Dayna Knight

 

(Original post August 2011)