IT'S A MAKEOVER!
Media coverage catches the eye of your potential and current clients and adds credibility to your marketing message. By contacting relevant media on behalf of The Philip George Salon and proposing story ideas, we have a a series of articles planned for various media.

The first article was in the SCMP where writer Suzanne Harrison came to The Philip George Salon to see what a hair makeover could do for Kim Burns, working mother of 6-month-old Luke. Philip said: "A new hairstyle can change a person's personality." Take a look at Kim's transformation here. Kim was delighted: "I feel like a kid with a new toy, trying out different styles." Click here to read the SCMP article. [August 08]

MARKETING IN ACTION

"Perfect," said Philip, owner of The Philip George Salon looking over the first draft of the salon's new newsletter. It was good to know we'd struck close to the target on the first attempt!

The informative newsletter forms part of the marketing programme put together with the objective of bringing in more clients to support the new, larger salon.

The salon is a Hong Kong icon, styling and cutting hair in Hong Kong for close to 25 years, and with a loyal following amongst the expatriate and local community. But Hong Kong is a whirlwind of a place with people coming and going. While Philip's loyal clients may appreciate his caring professionalism, his work in the community, the new spacious, modern and funky salon, and know about the arrival of international stylist Jon Clifford, there were many people out there who didn't know and had no way of knowing either.

In the original briefing meetings we talked about all sorts of exciting ideas to promote the salon, but priorities had to be set. A programme was put together which comprised a burst of advertising to quickly raise awareness, followed by a longer-term plan to build a relationship with clients and prospects through a regular newsletter, story placements in the media and reciprocal marketing.

The campaign itself placed small adverts in a range of media targeting an audience that matched the salon's client profile, across a broad geographic range and of course maintaining a minimum 6x exposure in each medium. As there is little advertising 'noise' from the hairdressing industry, small adverts were considered more than adequate to catch the attention of potential clients.

The design took up the funky signature pattern used in the new salon and the message emphasised the salon's international spirit, while still standing as a Hong Kong icon.

The newsletter provides an opportunity to build relationships and a reputation by sharing Philip's expertise. The newsletter also provides something to offer people who call the salon with a casual enquiry, or visit the Philip George blog. They may not take up on the service on this first contact, but by offering a way to stay in touch there is every chance that the prospect will one day become a client.

The next stage is to work with the media, pitching stories about many of the fascinating and worthwhile projects that Philip and his team are working on, as well as offering his expert advise on hair care. If you see a story in the media about The Philip George Salon, you'll know where it came from.

Finally, there is another audience to engage; other business owners. Joint marketing opportunities such as sharing databases or cross marketing can be extremely effective as you leverage off eachother's reputation so that the two parts add up to more than the whole. Naturally, this only works for busineses that share the same client profile but not the same business!

Marketing is not about big budgets and agencies winning awards, but about strategic thinking and using what you have to its full potential. The Philip George Salon provides an excellent and respected service and after 25 years in the business, Philip has a great deal of experience to share. Our job is to get that information out there to the right people, in the right way, at the right time — and bring in the business. It's a job we love.

If all this talk about hair is making you feel the need for an exciting new look, why not call The Philip George Salon. They are welcoming new clients — 2524 3143. [June 08]

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