Recession is upon us and will separate Winners from Losers.

Welcome to the first in a six part series of how to take advantage of marketing opportunities in a retail recession and I hope with this free research we are able to offer some assistance to Salon Owners in the difficult times we are experiencing.

It is not just Beauty Salons who are suffering but all forms of retail and tourism and we will show you how you can design low cost and no cost marketing ideas in partnership with other retailers so you can all benefit.

Those of you who have your email address registered on our system for some time will recall recieving our newsletters from 2008 will have been receiving our e-mails on the coming recession and will have seen that the predictions I made are now coming to pass with a retail recession that will lead to a great many of salons going out of business.

One of the key rules I have followed in Marketing for over 20 years is that the customer will buy from you when they are READY TO BUY not necessarily when YOU WANT TO SELL.

But for many of you that is actually good news as it reduces competition and the WINNERS in this shakeout can actually increase their business.

When the economy starts dipping downward, companies too often cut back on marketing activities, hoping to simply weather the storm. But some experienced marketeers view recessions as opportunities to grow market share and strengthen their business. As competitors reduce their marketing activities, proactive companies have the opportunity to actually gain market share.

One of the key rules I have followed in Marketing for over 20 years is that the customer will buy from you when they are READY TO BUY not necessarily when YOU WANT TO SELL. That is why it is fairly pointless to issue single and sporadic advertising.

“when the customer is READY TO BUY then your name will be firmly fixed in the customers mind.”

Some of Australia’s most successful retailers McDonalds and Harvey Norman have regular advertising campaigns as they know that when the customer is READY TO BUY then their name will be firmly fixed in the customers mind.

We would not even CONSIDER an advertising campaign unless it had at least 3 impressions and our general average was a minimum of 6 as typically it would take an average of 5 impressions to maximise sales.A study conducted by professors at the
universities of Texas at
Austin and Pennsylvania State and reported on in the “International Journal of Research in
Marketing” found that organisations that
maintain proactive marketing programs during a recession actually achieve business results
superior to those achieved prior to the economic decline.
Businesses able to maintain their marketing
efforts during a recession benefit when
competitors cut back, resulting in a decrease in advertising “noise.” That makes the messages still reaching customers louder and clearer, improving the chances that your brand’s message will be heard.

If you want to come through this recession as one of the WINNERS I would like to think I can assist you with this process.

In following issues we will look at :-

1) A study to show how companies who continued to market throughout a recession not only maintained business at previous levels throughout an economic down turn but also grew their business by a whopping 250%

2)One of the most successful tools in advertising is a USP which is a unique selling point.

3) The simlarity between a Beauty Salon and a Boeing A380

4) How to make your customers into a cost free marketing manager…………and much more.

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Another Day Another Coupon Company?

Although we have been supplying the Australian Beauty Industry for fifteen years and seem many ideas come and go, we have not previously witnessed one with such depth and penetration as the Coupon Companies.

It feels like every day that you download your emails there is a new coupon company, offering heavily discounted services from Beauty Salons.

It seems the majority of the deals offer such good value that it is hard for the consumer to resist them.

What is your experience -Post your Comment Below.

A typical deal is a $49 ticket price for services with a menu value of anything from $150 to $500 depending on the short term needs of the individual salon.

The appeal to the salons is that it puts a lump sum into the bank account and brings many new customers who may become regulars or can be up-sold to other full price salon services.

That is how the theory goes………….what about the reality.!!!

We talk to many of our salon clients on a regular basis and almost without exception the feedback is, that  the reality is nothing like the perception and it is not something they would do again.

Already regional press is covering the phenomenon and its effect on the Beauty Industry.

However, Council of Small Business Organisations chief executive Peter Strong said the idea was all bad for business.

Many companies that offered a deal did so because they already had problems and found themselves drowning after the demand just made the situation worse.

“The model is set up so that the small business gets absolutely nothing except a big loss out of it,” Mr. Radisich said.

This is obviously disappointing for the industry as a whole, as one would think that any service that drives more customers to experience the benefits of Beauty salons and cosmetic Clinics has to be good for the industry.


 In the next issue we will be conducting a survey to find out what you really feel about coupon companies and the effect on the industry.

If you are genuinely interested in the future of the industry it must be worth a few short minutes of your time to complete the survey. Each completed survey will be entered into a draw to win an International body Wrap Kit worth over $3000

Once the survey results are in we will publish the results, including best Coupon Company, payment terms, commission charges etc.

Full Body Wrap Kit worth $3000 dollars to be won by completing our survey in the next issue.

It must be tempting for many salons when business is slow to participate in one of these deals, but the question is are they just hastening their own demise.

How can you up-sell a client to a full priced menu item when they know there will be 50% 60% or even 70% discounts waiting for them in their email inbox when they get home.

And are these the types of clients who are going to provide repeat business for your salon or clinic.

We heard of one salon who sold 800 $49 dollar coupons which had redemption expiry of six months and had a 2 hour treatment value.

We understand the salon actually only got  $27 after deducting the coupon company commission and GST and while $21600 might have been a welcome boost to the bank account, if we examine the long term implications it does not make such attractive reading.

800 vouchers each with a value of two hours of treatment equates to 1600 hours of staff time and even at low $ 20 per hour you have $32000 of basic wages.

Once you add in holiday pay, super, workers comp etc your $21600 is not looking like such a welcome boost.

Selling circa $50 of staff time for a nett $27 only makes sense if you can convert a lot of the coupon customers to full price paying regular.

Then who pays for the consumables used in a facials, massages etc.

But there is a much bigger problem and a one that is not so obvious.
When calculating a typical working week for a therapist is around 35 hours you would need almost the entire time of two therapists for the entire six month validity of the coupons just to service these bargain hungry customers.

And what about your regulars who are happy to pay full price, how do you fit them in or do you risk losing them to a competitor who does not partake in coupon discounting.

We are sure coupon companies will have a place in the industry but from experience to date it seems for salons to benefit they must take a more active role in dictating the terms of the deal.

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Injured Gold Coast Marathon Runners have new hope

With the great event only a few weeks away, doctors and physiotherapists waiting rooms are filled with Marathon entrants who have sustained injuries while training, and time is working against them in an effort to be injury free for the big race. Hovever hope is at hand with the revolutionary shock wave therapy system now available on the Gold Coast.  Whilst Shock Waves have been used for decades in hospitals for the disintegration of Kidney Stones, the technology has now advanced to cure a whole range of muscoskeletal injuries.

With success rates as high as 92% for plantar fasciitis, the treatment is also extremely effective on Heel Spurs, Patellar Tendonitus and Achilles problems. Normally up to three 15 minute treatment sessions are required on an outpatient basis.  Local Distributor Totally U International  can be contacted on  1 300 304  734  or for more information please visit.

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Spread the word

Since 1991, the U.S. Department of Agriculture has been testing fresh produce for pesticide residues and releasing the findings. Environmental Working Group analyzes these detailed technical reports to produce our Shopper’s Guide to Pesticides. But this year, the USDA may cave in to an industry campaign to alter the results and give consumers less information. That’s bad news for us all.

Chemical agribusiness interests have launched an expensive all-out campaign to silence EWG and deny you information you need to make healthy choices. Just last year, nearly $200,000 of taxpayers’ money was used to support a misinformation campaign run by the Alliance for Food and Farming, a pro-agricultural chemicals lobby dedicated to combating pesticide critics like EWG.

Chemical agribusiness interests want to suppress the truth about pesticides. We can’t let them get away with it. USDA officials need to hear that you want the truth, all of it and nothing but. Please join the more than 36,000 people who have called on USDA to not cave in to industry.

Click here to sign our petition that tells USDA officials to not cave to industry pressure and to stop funding industry’s disinformation campaigns!

The evidence linking pesticides to health problems — such as increased risk of cancer — is overwhelming. New studies show that pesticide exposure may lead to developmental delays and lower IQs in children. Last year, the President’s Cancer Panel recommended that consumers avoid foods with pesticide residues.

Instead of kowtowing to industry groups like the Alliance for Food and Farming, the USDA and other federal agencies should compile and analyze more information about pesticides. Industry spin should not drive disclosure of critical information about pesticides in our food. If you want to know whether your kids’ lunch boxes contain fruits and veggies high in pesticide residues, take action today!

Click here to sign our petition today. It’s unpalatable that your tax dollars fund disinformation about pesticides in food.

Thank you for standing with EWG against the pesticide lobby.

Right-click here to download pictures. To help protect your privacy, Outlook prevented automatic download of this picture from the Internet.
Ken Cook
President, Environmental Working Group

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Parlour P $1500 Giveaway

Thanks to the generosity of Slim Magazine and Parlour P in Bundall one lucky Gold Coast/Brisbane/Sunshine Coast lady will win $1500 worth of free treatments in this free to enter competition. Enter Here.
Entries close on 7th June and winner and all entrants will be advised of result by e-mail.

Music diva Madonna recently purchased the breakthrough medical technology from Switzerland that enables her to keep her Cellulite at bay even into her 50’s. At a cost of nearly $100,000 dollars the Swiss made D-Actor is receiving substantial press coverage in Europe and is now available in Australia and New Zealand.The equipment can also be used for stretch marks, muffin tops, saddle bags and “batwing arms”.

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Bentonite Clay – A Safe and Effective Detox From Radiation Build Up

This is a very interesting article as Bentonite clay is the main ingredient of the International Body Wrap and universal Contour Wrap

by Perry Arledge,

Calcium Bentonite clay is the natural detoxing agent that can be used internally, externally with poultices and full body applications, and by taking detox clay baths. These are highly beneficial methods for detoxification, especially for cases of heavy metal poisoning and radiation buildup. So consider releasing the toxic burden of the body inside and out with a safe and effective Calcium Bentonite Clay detoxification program.

Every cell in our body excretes waste material, which becomes toxic and poisonous to our bodies if it is allowed to build up faster than it can be eliminated or filtered out of the body. The most common symptoms of toxic buildup within the body are mental dullness, aching-stiff joints, gas and bloat, high acidity, digestive problems with the stomach and colon, acid reflux and fatigue. Therefore, it is imperative to naturally detox to rid yourself of the deleterious effects of impurities and toxins. There is a lot of popular sharing of results of clay users suggesting that Calcium Bentonite Clay therapy may be an ideal detoxification treatment because it is safe and effective. Clay has many healing abilities due to its alkaline pH and high negative ionic charge, and it works on the entire organism. Take control of your body by detoxing to help regain and achieve the pinnacle of your health!

Kathryn Alexander, one of the leading experts in detoxification and dietary healing, succinctly states on her Web site:

“The legacy of 50 years exposure to persistent man-made chemicals combined with the denigration of the food chain has increased our susceptibility to chronic degenerative disease and cancer. Reversal can only come about by resolving these primary causes of disease. By releasing the toxic burden of the body and restoring its nutritional status, we can change our internal environment and achieve good health” (Get a Life).

Resolving the primary causes of disease is facilitated by proper nutrition, exercise, and detoxing. Drinking plenty of water and simple sweating helps to flush your system of toxins, but clay therapy, which has been used for thousands of years by indigenous people around the world, has passed the test of time to be a superior natural detoxification method.

Clay is basically inert super charged minerals, and it gets its negative electromagnetic energy charge from the thermo dynamic heat and volcanic action that created it. When activated by water the clay awakens with a strength that radiates throughout the body, stimulating energy for the rebuilding and revitalization of latent cells, and starts a healing process. The body needs this energy to restore harmonic balance essential to healthy maintenance. In addition, this super power has the ability to absorb harmful, toxic substances from within the body, tightly bind them within the molecule, and carry them out of the body.

The following is a passage written by Michael Talbot, as quoted from Windows of Light by Randall & Vicki Baer:

“Crystals are dramatic examples of the capacity of matter to self-organize. As we saw in the incident related by Holden and Sanger, they can also acquire and retain information– for example, their geometric structure– and reproduce copies of themselves containing the same information. Given that they perform all these functions while remaining far more stable and durable than DNA, Cairns-Smith believes that crystals make very likely candidates as the most ancient progenitors of life. However, to more fully establish his case, Cairns-Smith knew that he had to find a crystal that possessed one further quality, the ability to use the information it possesses to interact with its environment…”

The renowned chemist and researcher. A.G. Cairns-Smith, went on to say, “Clays not only have the ability to grow and adsorb other molecules, but they can then incorporate the information from those molecules and use it to alter and change themselves” (The Origin of Life).

Clay acts as a catalyst. A catalyst is any substance that works to accelerate a chemical reaction. For any process to occur, energy, known as activation energy, is required. Without the help of a catalyst the amount of energy needed to spark a particular reaction is high. When the catalyst is present the activation energy is lowered, making the reaction happen more efficiently. The catalyst generally works by either changing the structure of a molecule or by bonding to reactant molecules causing them to combine, react and release a product or energy.

By absorbing toxins before they enter the bloodstream, clay reduces the overload of toxins that the liver and kidneys normally have to filter out. By eliminating the buildup of waste lodged in the lower colon, clay allows the body to absorb more nutrients, vitamins and minerals.

Today, due to the scientific studies and personal results, we are more aware of the beneficial effects of the detoxification of our body’s cells and the importance it plays in assisting the body’s return to a state of equilibrium. The following is an excerpt from Natasha Lee’s article “Could Detoxification be the Fountain of Youth?”:

“Dr. Alexis Carrel, of the Rockefeller Institute for Medical Research performed an amazing experiment in the early 1900’s. He managed to sustain the life of cells from a chicken embryo by immersing the cells in a solution containing all the nutrients necessary for life and changing the solution daily. The cells took up nutrients from the nutrient-rich broth and excreted their wastes into the same solution. The only thing Dr. Carrel did each day was discard the old solution and replace it with fresh nutrient solution. The chicken cells lived for 29 years until one night Dr. Carrel’s assistant forgot to change the polluted solution! We do not know how much longer the cell’s life could have been maintained. Dr. Carrel concluded at the end of his experiment that the cell is actually immortal. It is merely the fluid in which it floats which degenerates. He is quoted saying ‘The cell is immortal. Renew this fluid at intervals, give the cell something on which to feed and, so far as we know, the pulsation of life may go on forever.’ The average chicken lives about 7 years. His detoxified, properly nourished chicken cell lived for 29 years” (Years to Your Health).

Therefore, Carrel believed that time is not the real culprit in our aging process, but the buildup of toxins unable to be eliminated from the body through its natural cleansing process. This toxic overload that gets stored in the body begins to have an adverse effect on the healthy cells and the downward spiral of the deterioration process is escalated.

Dr. Carrel’s work showed that a clean internal environment is the logical solution to extending our lifeline. The real fountain of youth can be achieved by merely keeping the body functioning highly by detoxing, eating a nutritional and balanced diet, drinking plenty of water, and staying flexible and limber with exercise.

Calcium Bentonite Clay is one of the safest, easiest, and least expensive detoxing substances available today. Clay is a non-evasive treatment, and when it is properly used, clay treatments cause no harm. Rapid healing often results, such as a noticeable reduction in pain, irritation, and inflammation, even when many other methods have failed.

Clay functions in several ways:

1. Minerals that make up Bentonite clay (which the body cannot absorb) work together to absorb heavy metals and other toxins in the gut. Thus, clay taken internally, can help improve intestinal health and keep the toxins from being absorbed into the body.
2. The energy of clay stimulates the revitalization and rebuilding of damaged cells and tissues.
3. Clay baths, poultices and topical applications, through clay’s strong drawing powers, help your body detox through the pores of skin. Through a pulsing action, clay will draw out infections, gangrene, heavy metals and toxins.
4. Internal parasites are drawn to the clay and expelled from the body.
5. Most clays are naturally alkaline and as a result, balance the body’s pH and reduce over acidity.

How to Use
Bentonite clays can be used internally and externally. If you are using a clay internally be sure that the product states that it is safe for internal use. Due to metals and other impurities that may be found in the clays, not all of them can be taken internally. If you are unsure of the purity of the clay contact the manufacturer.

For internal use, mix 1 to 2 teaspoons of the clay in at least 8 ounces of water. Drink the mixture and follow with another 8 ounces of pure water. It has also been found useful to add fiber to this process to help move the clay along through the digestive tract.

For external use, mix 1 to 2 tablespoons in a bowl with water or apple cider vinegar. Apple cider vinegar is antibacterial which may help alleviate some of the underlying causes that aggravate acne. Add the liquid slowly until you develop a muddy consistency. This part is not as crucial and is really up to your preference. Apply the mixture to your face or any other area and let it dry for at least 15 to 20 minutes. Wash and feel fantastic!

Clays may also be used as a bath. Add 1 to 2 cups of clay to your hot bath water and soak in it for at least 30 minutes for best results.

A foot bath is also useful for detoxing by adding 3 to 4 tablespoons to a tub of hot water and soaking your feet in it for at least 30 minutes.

Bentonite clay has many uses for healing and detoxification that may not have been listed here, and more are being found every day.

Sources::… &….

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All wrapped up in love -A Real Life Bridget Jones

One day Melissa in Victoria suddenly realised why Bridget Jones Diary was her favourite movie………………She was Bridget Jones!

Not exactly as Melissa has two children from a previous relationship and the big four-O was just around the corner, but here love life was remarkably similar to that of the ever forlorn Bridget.

It was hard running your own business and looking after two young children, so regular visits to the gym were not on top of the priority list.

But Melissa had done that before anyway and after hours of effort and sweat just when she was looking her best……..Mr Right decided to hide his light under a bushel.
Her self confidence took a battering and she had done the usual walks along the beach alone and fully clothed somewhat hoping Mr Right would magically appear from the ocean

And guess what just when a potential Mr Right came along Melissa had not been to the gym for months and not comfortable with her body image did not give the signals to Mr Right.

She was almost beyond despair when a friend recommended the International Body Wrap for an instant fix when it was needed the most.

Mel decided it was time for action and had a series of International Body Wraps.

“ I had never felt or looked better” quipped Melissa and I lost 32 cms with the first wrap and a further 32 cms after a further two wraps. It would have taken me hours and weeks in the Gym to do that. Obviously my confidence grew and the jeans and tee shirt were replaced by smart tight-fitting skirts and power suits.

Mel still had to do the school runs and she had often noticed one of the fathers Greg who would collect his kids every other day. Truth be known she had a bit of a crush on him, but because she was so unhappy with her body shape, she never had the courage to speak with him. And he had never previously given her a second look.

But now with her new found confidence and stylish dressing Greg had started to notice and the “connection” started with an exchange of hesitant smiles.

This seemed to go for weeks but Mel was a different girl now since here course of International Body Wraps and decided to strike up a conversation about homework.

Suddenly the conversations turned from discussions about homework to invites for tea and then dinner where she discovered Greg was going through a very messy divorce, and as they say the rest is history. Greg and I are an item now and with his 3 children and my two we have a very active and fulfilling family life.

I could not be happier and I feel I have the International Body Wrap for that, not only did it help re-shape my body in double quick time, my skin felt great and I had much more confidence.

My friends also commented I did not look as tired and had more of a sparkle in my eye, and when I mentioned this to my IBW therapist she said this was common due to the large amount of toxins that were being removed from my body with the International Body Wrap.

However I must admit being content is not good for the waistline and six months later I have put on a few of the lost cms, but Greg does not seem to care as we are so much in love.

But I have booked for some more sessions of the International Body Wrap for Mothers Day, it’s a present to myself and Greg of course” she said with a wry smile.

Real; Life Bridget Jones

Click on Image to find out more on how Melissa Changed Her Life

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