Upcoming Color Forum!

I will be having a private Color Forum class on September 28, 2015 here at Salon Ratay in Lake Mary, FL. The class starts at 10:00am and concludes at 5:00pm. I have had five previous color forums, so this makes the sixth. The day will be filled with an in depth conversation about haircolor. We will review topics I've discussed in previous classes such as the difference between MEA and ammonia, “organic” haircolor, and the new technology called ME+ which is a derivative of PPD and PPT, but also we will discuss different topics such as hair color application processes like permanent and demi permanent grey coverage, foil tecniques such as baliage and sombre, the hair color oxidation differences in hair color formations, and fundamentals of a business such as pricing, budgets and marketing. I love teaching classes at my salon because it is such an intimate setting. Everyone can actively participate, as well as ask as many questions as they can think of without having such a huge crowd. I feel like my students and even I walk away with much more knowledge of every aspect of the hair color industry. You do not want to miss it!

Tuition cost is $199.00 per person. We are pleased to offer our “Friend Package”. Bring a colleague or industry friend and their tuition is $99.00 when you purchase a full price ticket.(a savings of $100.00) Call Salon Ratay at 407-320-5151 or email salonrataymanager@cfl.rr.com for more information.

Check out our website www.salonratay.com for any other information!

Professional Retail Products

Professional retail products are vital in maintaining shine, health and the integrity of your hair. As a colorist I strongly believe in using homecare products when away from the salon. In operating and owning a successful salon it is vital to have professional products available for sale, not only for the importance of hair health but also it’s a huge monetary asset in sustaining a prosperous salon business.  At Salon Ratay we carry three exclusive lines Kerastase, SHU UEMURA & Minardi which each are different price points allowing us to target the consumer in different financial ways, yet assuring each guest quality professional products BACKED BY A GUARANTEE( I won’t even start about on-line buying through third parties) For Salon Ratay, Kerastase makes up about 65% of our retail sales followed by Shu Uemura which is 21% then following with Minardi Luxury Color Care pulling in about the last 11% of our retail sales. We also carry a few miscellaneous products (brushes, customized color conditioners & styling tools) that I feel are important to sell in the salon that make up the other 2%. Since Salon Ratay is a departmentalized salon retail is split with colorists that sell shampoo, conditioners and masques, while designers sell all leave-in’s and styling products.

With each guest, my colorists analyze the condition of their hair, addressing the most important needs and concerns and then will select specifically from Kerastase, SHU UEMURA or Minardi to create the ultimate homecare regimen for each individual guest.  Remember, there are many different types of categories in a product line that address different issues; moisture, shine, color protection, volume, revitalizing…the list goes on. Professional products don’t just help the guests; they also help the colorists by having a balanced canvas in order to create beautiful seasonal haircolor. Designers

also recommend products that help guests replicate the look they receive in the salon; whether it is a mousse for volume, anti-frizz serum for a polished look, or finishing spray for that perfect hold.  It is a large expense for a salon to carry inventory as it is “money sitting on the shelf” until SOLD.

Currently Salon Ratay has about $12,000.00 dollars’ worth of “at cost” products on our shelves at a time. Therefore you can see how important it is from the business side that my service providers are doing their job in educating and selling retail to every guest that enters the salon.

Furthermore, I see both sides to the importance of having and selling profe

ssional salon products, from the colorist point it is my job to inform and keep my guest hair in the most optimal condition, allowing me to have endless creativity. As a salon owner, retail sales pay for operating expenses, maintenance, and additional revenue to each service provider. IT’S A PROFIT WIN WIN!!

In closing, it is always great to give your staff incentives to keep them motivated in selling, as we all can drop the ball at times. At Salon Ratay we have friendly competition between services providers on who can sell the most products, or who can sell the most products in a day… spice it up! Keep it fun for you and your salon. We’ve had prizes such as iPads, gift cards, Starbucks to even a year

incentive in winning a three day cruise.  In conjunction with staff motivation I also do retail offers through email for the guest such as BOGO ½ off, all SHU UEMURA 25% off, and buy two get one complimentary and so on. At the end of the day retail sales equal many successful equations, find a product brand that fits your salon and create a retail program that works for your staff. 

Importance of Marketing a Salon

One of the most important aspects of running a salon is having a strategic marketing plan, which brings new guests in and motivates existing guests to return. When I decided to open Salon Ratay in 2006 I, myself, had to learn this because in the beginning I wasn't a salon owner; I only had to market myself because I was an independent contractor. Through multiple business classes and with time and experience, I learned how important it is to implement a marketing plan.

First, you must learn where to market and advertise your salon. I feel it is important to advertise on a variety of sources because of the diversity of guests. They don’t all function the same way. I use both internet and print sources to target all generations. Some sources of print include local area publication such as “Lake Mary Life” and “Lifestyle” which are local publications in my area. Look for a reputable source in your area if they are available. 

Furthermore, the internet is just as important if not more important with the development of social media. It is one of the largest FREE marketing sources for a business. We use social media (Facebook, twitter, Instagram) along with the Salon Ratay website (http://salonratay.com/) to reach the internet audience. Your salon’s website needs to speak about what your image is like and how the brand experience will be in your salon. It all comes down to the details because that is what really makes a first impression. For example, I also have a simple clickable logo on the website’s homepage with a promotion specifically for new guests only because, remember, most people on your website are going to be inquiring potential clients. One online advertising experience I had that did not work was using the “Google Ad Click”. I had less than a 2% return, and you had to pay every time someone would click the link. That type of advertisement definitely did not work for Salon Ratay! I also would like to touch on the use of “Groupon”. In my eyes groupons are for the “one timers”, the people that are only interested in a deal and don’t usually come back. That is why I have never chosen to advertise my salon on “Groupon” because those aren't the clientele we look for. Salon Ratay is a destination not a location.

In addition to advertising for new clients, it is also important to continue to encourage current guests to return. We have a loyalty program at Salon Ratay in which guests earn reward points on each a la carte service they receive, and once they reach a certain amount of points they are awarded with $10 off any retail products bought in the salon. I feel this system shows our appreciation and gratitude to returning guests for their loyalty and commitment to their service provider and Salon Ratay, and also helps increase the sales of retail. Another way we market for new guests at the salon is through our referral card program. Referral Cards are given out by every service provider to every guest they see. How they work is if the existing guest refers a new guest with the card to the colorist or designer in to the salon they receive $20 off their first service, as well as, the existing guest also will receive $20 off their future service. I believe for Salon Ratay the referral card program is the number one way to build business. This past year we received our highest return in nine years on the cards; we received a 56% return of new guests, and the best part about this type of advertising is it is at no expense!

In conclusion, when creating a marketing strategy for your business it is vital that your staff is on the same page as well. Both you and your staff should monitor frequently how well each advertisement or promotion worked or did not work. This ensures you will continue to improve and adjust your marketing program and strategies to secure continual growth of your business.