marketing

1. marketing

2. Course Objectives • To give you an introduction to the core elements of using SALONGENIUS • To establish in your minds • The importance these elements have on your business • Who should be responsible • The benefits of using them • To give you the skills to utilise these key elements

3. data quality

4. Client Data Quality • What affects Client Data Quality • Technical Histories • Archiving and Purging • Duplicate Clients • Other SALONGENIUS data • Sales

5. Client Data Quality report

6. What affects Client Data Quality • Address & Receive Mail • Phone & Receive Phone • Mobile & Receive SMS • Email & Receive Email • Other fields • Especially Booking a New Client in Appointment Diary

7. Driving Data Quality • Contact Details & Permission fields New Client information – get as much as you need initially - don’t forget the permissions Existing Client information - revisit, check and improve - don’t forget the permissions You may not get this all in one go • Focus on effective data collection Diary driven – Client Data Quality Branded Data collection form

8. Technical Histories • Client Record - F2 Service • Technical services • Pending Blue , Completed Red • Colour / Perm / Beauty / Treatment / Advanced Beauty type histories • Memo – free format • Update – pro-forma • Repeat Previous – copy forward • DO NOT USE CLIENT MEMO FOR HISTORIES • Pending History Reports • F7-2-1 Pending History Totals (the size of the problem) • F7-2-2 Pending Histories (List per Operator)

9. SALONGENIUS Data Quality • Staff Records • Service Records • Stock Records • Discounts

10. Staff Record Quality • Department • Position • Price & Time Level • Available for sales • Available for Bookings • Default Appointment Time • Colour

11. Service Record Quality • Technical • Name • Category • History Type • Available to • Prices and Times • Colour

12. Stock Record Quality • Standard Stock Files • Correct Ranges • Correct Descriptions • Correct History

13. Discount Record Quality • Name • Category • Discount Type • Available when • Retail and/or Service • Correct Promotion tracking

14. SALONGENIUS Settings • SALONGENIUS Settings • Appointment Settings

15. Salon Ranking • Data Quality Report (F6-6) • Key Performance Indicators • Salon Gauges - CompareMySalon.com • Quality Mark, No Show% • Return Rate, Retail %, Technical % • Average Bill, Allocated % • Management System • Quality Mark Breakdown • Better data – better information

16. Quality Mark Breakdown • Score - Although proportional to the sum of the following columns it is NOT an exact sum of them. There are other factors and weightings calculated that provide the salon score. • Client Sales - A score based on the percentage of clients billed that are Active Clients. The larger the number the better. • Avg. Return - A score based on the salons Average Return Rate. This will always be a negative number but the closer to zero the better. • Mktg - A score based on the percentage of clients billed in the last 12 months that can be marketed. The larger the better. • Retail / Tech - A score based on Retail sale percentage and Technical sale percentage (depends on the Service – Technical setting). • Appts - A score based on Busy percentage, the percentage of Future Appointments and the No Show percentage. The larger the better. • Avg. Bill - A score based on the percentage of their Average Bill against a benchmark. • Adjust - A score based on the percentages of Refunds, Deleted Bills, Cancelled Bills, Changed Operators and Changed Prices. This will always be a negative number but the closer to zero the better.

17. How Do I Compare

18. Rankings Where my salon ranks What do I need to work on

19. 3 “ins” for Staff • Start of the day • Staff • Select silver staff button • Operator Job List • Print Colour Notes on job list • Print Todays Client Histories

20. housekeeping

21. Archiving and Purging Housekeeping functions - 2 types • Archiving (copying somewhere else) • Sales Data • Appointment Data • Purging (deleting forever) • Client Data • Technical Histories • Client Letters

22. Start-up Warning WARNING on Start-up Only shows the size of the problem • Sales (older than 24months) • Histories (older than 24 months) • Clients (not visited in last 24 months) • Appointments (older than 6 months)

23. Sales Housekeeping Under F2-3-1 • Adjustments • Select sales list for a period • Change sales operator(s) • Change the sale value • Delete duplicate sales • Archive • Allows removal of sales before a specified date from the current sales table in to a Yearly sales table • Export • Allows copy of archived sales from the Yearly sales table to a backup disk in a similar method to Backup SALONGENIUS warns about destructive actions Recovery of mistakes are chargeable

24. Clients Housekeeping Under F2-3-4 • Purge Clients • Who haven’t visited since a selected date • PRECEED with a Marketing exercise • Purge Histories • Clients Histories for services before a selected date • Purge Letters • Letters sent before a selected date SALONGENIUS warns about destructive actions

25. Appointment Housekeeping Under F2-3-7 • Archive Appointments • Before a selected date SALONGENIUS warns about destructive actions

26. Staff Housekeeping Under F2-3-5 • Purge Staff • Who left before a selected date • Purge Commissions • Paid before a selected date • Purge Timeclock • In & Out records before a selected date SALONGENIUS warns about destructive actions

27. Duplicate Clients Client Merge Utility • Duplication Reports • Utility outside of SALONGENIUS • Merge Sales & History

28. security

29. Security • Password Management • Setting user passwords and levels • Access Management • Setting button level permissions Start by drawing a staff hierarchy Only one Level 1 User (God)

30. Staff Hierarchy Level 1 Level 2 Level 3 Level 4

31. Password Management • Using Salon Hierarchy – for each staff that requires a password • F2-6 Security • Select Staff security • Select the staff • Enter Password Level (1-10) • Enter password (5 to 15 characters) or fingerprint • Set the security • Staff button colour change

32. Menu Access To protect any button at any level in the F1-F9 menu tree • F2-6 Security • Navigate to see the button to protect • Select Assign (it goes Hot) • Select the button to protect • Enter Level 1 password • Tick the user levels to have access • Select Assign to complete

33. Sales Control Access To protect - Casual Sale, Staff Purchase, Shop Use, Damaged Stock, Transferred Stock, Petty Cash, Print Docket • F2-6 Security • Select Sales Control (shows sales control panel) • Select the sales control button to protect • Enter Level 1 password • Tick the user levels to have access • Select Assign to complete

34. Client Function Access To protect - Delete Client, Show Client Details, Print Client, Delete History • F2-6 Security • Select Client Functions (shows function buttons) • Select the function button to protect • Enter Level 1 password • Tick the user levels to have access • Select Assign to complete

35. Sales Function Access To protect - Share, Discount, Refund, Price Adjust, Accounts & Cancel Bill • F2-6 Security • Select Sales Functions (shows function buttons) • Select the function button to protect • Enter Level 1 password • Tick the user levels to have access • Select Assign to complete

36. Appointment Function Access To protect - Paid Bill, New Appointment, New Task, Move Appointment, Move Task, Adjust Price, Cancel Appt, Delete Task, Reporting, Waiting List, CCM, Appt Reminders • F2-6 Security • Select Appointment Functions (shows function buttons) • Select the function button to protect • Enter Level 1 password • Tick the user levels to have access • Select Assign to complete

37. ccm & marketing

38. ccm& marketing • CLIENT CONTACT MANAGEMENT • Proactive client contact & marketing • New clients or service sale based • Triggers (Scheme Times e.g. Appointment or Sale) • Contact Methods - SMS, EMAIL or Letter • Can be automatic • MARKETING • Promotional Marketing • Select client based on criteria • SMS, Email or Letter • Manual Process

39. Are you losing clients? • Do you have a No Show problem? Are you recording No Shows? Do you Remind Busy Times or all bookings? • How do you remind clients By telephone By SMS or email

40. Busy Times vs All Bookings The No Show Problem 1000 bookings per month 3% No Show rate – 33 per month – 1 per day Busy Day 10 cols x 7 services @ £50/serv = £3500 value 1 No Show = £50 lost Impact 1.4% loss on day Quiet Day 3 cols x 4 services @ £50/serv = £600 value 1 No Show = £50 lost Impact 8.3% loss on day Likelihood of Walk-ins to fill cancellations?

41. Phone vs SMS Costs The No Show Problem 1000 bookings per month 3% No Show rate – 33 per month Phoning costs 1000 x 4p per call (2min @ 2p/min) = £40 2mins per call = 33 hours @ £6.08b.w. £200 Cost £240 per month SMS costs 1000 x 8p = SMS messages £80 Saving £160 per month SMS SAVES£1920 per Year

42. Appointment Reminders • Remind All Clients ALWAYS REMIND CLIENTS = YES SALONGENIUS only sends SMS to enabled clients As Data Quality improves so SMS efficiency improves • Automate Reminders F2-1-5 SMS REMINDERS AUTOMATIC REMINDERS = YES REMINDER PERIOD = 1 DAY BEFORE VISIT

43. Client Contact Manager Proactive marketing to contact clients on a personal basis • F7-5 CLIENT CONTACT MANAGER • Triggers • Scheme Times set the trigger events • Appointment or sale • Content • Scheme Messages set how the client is to be contacted and the content of the message • SMS, Email or Letter • USE CAREFULLY

44. Client Receives: • 1 x Appointment Reminder SMS • 1 x New Client CCM SMS • 1 x Client Visit CCM SMS • TOTAL 3 SMS (24p)

45. CCM Client Triggers • F7-5-1 SCHEME TIMES • New Client 1 Day after Sale • Sale is the trigger • Client Not Rebooked 5 weeks after Sale • Sale is the trigger

46. New Client Messages • F7-5-2 SCHEME MESSAGES • New Client 1 Day after Sale • Send if Future Appts = Yes • Contact via SMS • “CLIENT FIRST NAME Thank You for choosing SALON NAME to take care of your image, we hope you had a fabulous experience & look forward to seeing you very soon”

47. Client Visit Messages • F7-5-2 SCHEME MESSAGES • Client Not Rebooked 5 weeks after Sale • Send if Future Appts = NO • Check for ANY SERVICE • Contact via SMS • “CLIENT NAME keep your image looking great! Visit SALON NAME in next 2 weeks and receive 10% discount - show this text on arrival. Reply STOP to unsubscribe”

48. CCM Contact • F7-5-3-1 NEW CLIENT • New Client 1 day after sale • New Client 1 day after msg • F7-5-3-2CLIENT • Client Not Returned 5 weeks • Client Not Returned 5 weeks msg • Others • No Shows • Recommend a Friend • Client Birthday • Loyalty Card Expiry

49. Marketing Using SALONGENIUS to target clients • Have a clear goal before you start • What is it to achieve • Who is the target group • Number in the target group • Value of response vs cost of • Assess how you are going to do it • Type of contact – Mail, E-mail or SMS • Timeliness– Long, medium or short term • Costs – design of letter, printing, paper, envelopes, labels, postage, staff resources, SMS, E-mail

50. Mail-out Process • Design letter and label templates • Select the target clients • Based on selection criteria • View and refine client list • Print • Letters - Merge client data with letter template • Labels - Merge client data with label template • Clients printed only if • Receive Mail is YES • Postcode completed • Not manually excluded