MARKETING handbook · » The promotional item name and code (ie. business cards BC1) » The...

MARKETING H A N D B O O K

2020STATIONARY AND PROMOTIONS FOR YOUR SALON

LA BIOSTHETIQUE MARKETING HANDBOOK 2020 3

ACTIVITY GENERATES

SUCCESSIn the highly competitive hair and beauty industry it’s important to effectively market your business to stand out from the competition. Companies who do this have the best chances of

increasing their turnover and improving their profitability.

4 LA BIOSTHETIQUE MARKETING HANDBOOK 2020

Work on your yearly marketing plan and simply choose the promotional activities that meet your needs, follow the easy steps below to contact your Business Development Manager and we’ll do the rest.

STATIONARY & EVENT PROMOTIONS

1. CHOOSE YOUR MATERIALS

» Determine which item you would like

» Choose your quantity from the ones shown

» Keep the proposed image or choose another one from our imagery: go to labiosthetique.com.au > professional access > imagery

2. CONTACT YOUR BDM

Send a email to you BDM stating:

» The promotional item name and code (ie. business cards BC1)

» The quantity desired

» The image desired

» The details to include: address, phone number, email, website address

» If this is your first marketing order, you will need to provide us with a copy of your salon logo in high resolution pdf, ai or eps format

3. APPROVE YOUR QUOTE AND ARTWORK

» Your Business Development Manager will email you a proof of the artwork

» Check your salon information carefully as you will be charged for reprints that are required due to errors that you have approved.

» Advise your Business Development Manager of approval or any changes that you require

» Once we have received your final approval your material will be produced

» Your material will be delivered direct to your salon or your Business Development Manager will hand deliver it

HOW THE MARKETING HANDBOOK WORKS

BESPOKE ARTWORK

Should you wish to design your own promotional material, our graphic designers can prepare this to meet your needs. Bespoke artwork will be charged at a rate of $120 per hour. This charge may be deducted from your Salon Development Fund.

Address of the salonCity ZIP 200001 2345 6789

[email protected]

SALON logo

FREE EXPRESS HAIR TREATMENTwith you next service

1

2

3

4

5

6

7

8

9

10

11

12

LOYALTYCARD


ON-GOING PROMOTIONS

You should consider having a different activity going on in your salon every 4-6 weeks. Each time a client visits your salon there should be a new activity or promotion to keep them interested. Work with your Business Development Manager to implement a plan as they will be able to advise you what promotions/launches LA BIOSTHETIQUE are planning for the coming months and you can work your promotions in and around these.

Please note that the promotion merchandise only is complimentary, products are to be purchased separately.

1. CHOOSE YOUR MATERIALS

» Determine which item you would like

2. CONTACT YOUR BDM

Send a email to you BDM stating:

» The promotional item name (ie. Colour Me)

3. PREPARE

» Stock the products you need for your promotion (professional products used in the treatments, retail products on offer), your Business Development Manager can help you with this

» Your material will be delivered direct to your salon or your Business Development Manager will hand deliver it

PAYMENT

Prices are shown all inclusive (AUD): using proposed layout with adaptation of salon details and prices (images can be changed) only, prices include proof, printing, shipping, and GST. Prices are estimate and subject to change.

All materials from this book can be deducted from you Salon Development Fund (please contact your Business Development Manager for more information)

COMPLIMENTARY Patch Gel Liftant application with any blowdry

WEEKDAYS BEFORE NOON


RETAINING EXISTING CLIENTS AND BUILDING LOYALTY

£ Loyalty programs

£ Competitions and prize draws

£ How to workshops

£ Client surveys

£ Recommend a friend offers

£ Coupons, vouchers, special offers and gift vouchers

£ Rebooking promotions

£ Gift with purchase

£ VIP events

ATTRACTING NEW CLIENTS

£ Advertising

£ Advertorial

£ Editorial

£ Cross promotion with complementary businesses

£ Community events and social clubs

£ Sampling campaigns



£ Recommend a friend offers


£ Launch party

INCREASE SPECIFIC SALES AREA (eg. Retail Sales, Colour, Treatments etc)

£ Advertising

£ Advertorial

£ Editorial





ATTRACTING NON-RETURNING GUESTS



£ Client surveys

£ How to workshops


INCREASE CLIENT SPEND

£ Coupons, vouchers, special offers



£ Editorial - have copies of the magazine/ newspaper in the salon

£ Advertorial - have copies of the magazine/ newspaper in the salon


£ Cross promote - if your clients are purchasing hair care, up-sell them make-up or skincare

WHAT TO USE WHEN


PROMOTIONS MATERIALPROMOTIONS MATERIAL

In today’s highly competitive world, customer retention is a must and word of mouth advertising is without a doubt the most effective form of advertising. To achieve this you need to actively promote your salon services to your current client base. The activities detailed in this section focus on building loyalty and increasing the clients spend per visit and obtaining new clients through your existing client base.


SIZE: (w)90 x (h)55mm PAPER: 350gsm

PRICES: 250 = $115, 500 = $125, 1000 = $135

SALON logo

Address of the salonCity ZIP 200001 2345 [email protected]

YOUR NEXT APPOINTMENTS


[email protected]

SALON logo

YOUR NEXT APPOINTMENTS

CODE: AC2

CODE: AC1

APPOINTMENT CARDS


PRICES: 250 = $115, 500 = $125, 1000 = $135

LOYALTY CARDS

LOYALTYCARD


[email protected]

SALON logo

FREE EXPRESS HAIR TREATMENTwith you next service

1

2

3

4

5

6

7

8

9

10

11

12

CODE: LC1

LOYALTYCARD

Address of the salon City ZIP 200001 2345 6789 www.salonwebaddress.com.au

1

5

9

2

6

10

3

7

11

4

8

12

COMPLIMENTARY EYE PATCHES APPLICATION

COMPLIMENTARY EXPRESS HAIR TREATMENT

COMPLIMENTARY LA BIOSTHETIQUE SHAMPOO

SALON logo

CODE: LC2


SIZE: (w)110 x (h)90mm opened PAPER: 350gsm

PRICES: 250 = $155, 500 = $170, 1000 = $195

Refer a friend and you’ll both receive

20% OFF YOUR NEXT VISIT

When your friend presents this card at their fi rst visit, you’ll both

be rewarded.

SALON logo

Refer a friend and they’ll receive a

COMPLIMENTARY DEEP HYDRATION

TREATMENT with their fi rst service.

Treatment valued at $40.

When your friend presents this card at their fi rst visit, you’ll be rewarded with a free blowdry (redeemable on

weekdays before 4pm).

SALON logo

Name

Phone

Email

REFERRED BY:

Name

Phone

Email

REFERRED BY:

Name of the SalonAddress of the salon

City ZIP 200001 2345 6789

[email protected]

Name of the SalonAddress of the salon

City ZIP 200001 2345 6789

[email protected]

REFERRAL CARD

FRIENDSHIP IS BEAUTIFUL

FRIENDSHIP IS BEAUTIFUL

FRONT

FRONT

BACK

BACK

CODE: RC1

CODE: RC2



PRICES: 250 = $150, 500 = $180, 1000 = $225

FEEDBACK FORM

How would you rate the service?(results against expectations)

Comments

Overall, how would you rate your visit?

(Poor) 1 2 3 4 5 6 (Excellent)




How would you rate the salon?(comfort, decor, style)

How would you rate the stylist? (attentive, skills, customer service)

Was your visit to our salon:

£ your 1st ever visit £ your 1st visit in over a year £ one of your regular visits

What service(s) did you get today?

Date of your visit

Your name

Your phone number

Your stylist’s name

WE VALUE YOUR FEEDBACK

We aim to provide the highest standard of services.

Thank you for taking the time to complete this short

survey, this will help us guarantee your experience

will always exceed your expectations.

Address of the salon City STA 200001 2345 6789 - [email protected]

www.salonwebaddress.com.au

SALON logo

WE VALUE YOUR FEEDBACK

We aim to provide the highest standard of services.

Thank you for taking the time to complete this short

survey, this will help us guarantee your experience

will always exceed your expectations.

Your name

Your phone number

Your stylist’s name

SALON logo

Give us this form at the end of your visit to

ENJOY A COMPLIMENTARY EYE PATCHES APPLICATION

next time you visit us

CODE: FF1

CODE: FF2

How would you rate the service?(results against expectations)

Comments

Overall, how would you rate your visit?





How would you rate the salon?(comfort, decor, style)

How would you rate the stylist? (attentive, skills, customer service)

Was your visit to our salon:

£ your 1st ever visit £ your 1st visit in over a year £ one of your regular visits

What service(s) did you get today?

Date of your visit



PRICES: 250 = $115, 500 = $125, 1000 = $135

VOUCHER CARDS


[email protected]

with your next service

COMPLIMENTARYEXPRESS

HAIR TREATMENT

SALON logo


[email protected]


COMPLIMENTARYMANICARE & POLISH

SALON logo


COMPLIMENTARYPATCH GEL LIFTANT


[email protected]

SALON logo

CODE: VC1

CODE: VC3

CODE: VC2

Express rituals from La Biosthetique hair treatment menu



PRICES: 250 = $200, 500 = $260, 1000 = $280

VOUCHERS

SALON logo

Name of the salon - Address of the salon City STA 200001 2345 6789 - [email protected] - www.salonwebaddress.com.au

We haven’t seen you for a while and would like to offer you a welcome back gift.

Simply bring this card with you. We look forward to seeing you soon...

Valid until

RECEIVE 20% OFF YOUR NEXT VISIT

*Not

to b

e us

ed in

con

junc

tion

with

any

oth

er o

ffer.

We’ve Missed You

CODE: V2

WE’VE MISSED YOU

SALON logo


Because you are a valued client we would like to offer you an

Choose between Hydration Repair, Hair Luminous and Colour Refresh.

Simply bring this card with you. We look forward to seeing you soon...

Valid until

EXPRESS HAIR TREATMENT

*Not

to b

e us

ed in

con

junc

tion

with

any

oth

er o

ffer.

Treat Yourself

CODE: V1

TREAT YOURSELF



PRICES: 250 = $200, 500 = $260, 1000 = $280

SALON logo

Gift Voucher

Valid until

To From

Your gift


SALON logo

We’d like to wish you a beautiful Birthday

Enjoy a gift from the team at SALON NAME to make your day special.

with your next service.

COMPLIMENTARY PATCH GEL LIFTANT APPLICATION, MANICARE & POLISH, AND CHAMPAGNE

Simply bring this card with you. We look forward to seeing you soon.Valid three month from your birthday.

Name of the salon - Address of the salon City STA 200001 2345 6789 - [email protected] - www.salonwebaddress.com.au *N

ot to

be

used

in c

onju

nctio

n w

ith a

ny o

ther

offe

r.

VOUCHERS

CODE: V3

HAPPY BIRTHDAY

CODE: V4

GIFT VOUCHER


PRICE LIST

FULL MENU


PRICES: 250 = $260, 500 = $320, 1000 = $340

SIZE: (w)210 x (h)99mm closed, 8 pages PAPER: 350gsm cover, 150gsm internals

PRICES: 100 = $475, 250 = $663, 500 = $920

SALON logo

PRICE LIST

SALON logo

SERVICE MENU

CONSULTATIONS All style, colour, scalp and hair extension consultations are complimentary. We invite you to speak with one of our stylists about changing your look at any time.

CUT

Women $70 $95 $120Men $50 $65 $80

STYLE

Weekday express blowdry $40 Short

$45 $45 $45Medium $50 $50 $50Long $55 $55 $55Straightening/curling $65 $65 $80Upstyle $75 $85 $95

HAIR EXTENSIONS Our team specialise in the application and styling of Great Lengths Hair Extensions. Complimentary consultations available, quote by consultation only.

NEW SENIOR RESIDENT

TALENT DESIGNER MASTER

NEW SENIOR RESIDENT

TALENT DESIGNER MASTER

HAIRHAIR

COLOUR

All colours include blow wave. Prices listed are minimum prices.

SEMI/DEMI PERMANENT/ PERMANENT

Retouch/short $130 $130 $140

Medium $145 $145 $155

Long $160 $160 $175

Toner only $70 $70 $70

FOILS Includes toner

Parting and hairline $150 $150 $170

½ head $180 $180 $190

Full head $230 $230 $240

Extra foils (only available in addition with other colour service) $60 $60 $60

SCALP BLEACHING/CORRECTIVE COLOUR

Scalp bleaching retouch $90 $90 $90

Scalp bleaching by consultation

Corrective colour by consultation

NEW SENIOR RESIDENT TALENT DESIGNER MASTER

CUTWomen $

Men $

STYLEShort $

Medium $

Long $

Straightening/curling $

COLOUR

SEMI/DEMI PERMANENTShort $

Medium $

Long $

PERMANENT COLOURRetouch/short $

Medium $

Long $

FOILSPart & hairline $

1/2 head $

Full head $

SCALP BLEACHING/CORRECTIVE COLOURScalp bleaching by consultation

Scalp bleaching retouch $

Corrective colour by consultation

TREATMENTS15, 30 and 60 minute hair and scalp treatments available from $25. For a list of salon treatments see in-salon service menu.

HAIR EXTENSIONS Our staff specialise in the application and styling of Great Lengths Hair Extensions. Complimentary consultation available, pricing by consultation.

MAKEUP Application $

Name of the salonAddress of the salon City STA 2000

01 2345 6789 - [email protected]

CODE: PL1

CODE: PL3

Template for an 8 page menu including cut, colour, style, La Biosthetique hair treatments and spa treatments (without description), and make-up.

Price may change if the content doesn’t fit. Please talk to your BDM if you need a different layout and style, a bespoke design would need to be quoted.


SKINCARE TREATMENT MENUSIZE: (w)148 x (h)210mm closed, 16 pages PAPER: 350gsm cover and 150gsm internals

PRICES: 50 = $330, 100 = $405, 250 = $675

CODE: PL3Booklet including all La Biosthetique facials, body treatments and hand & foot treatments.

Treatments your salon doesn’t offer can be removed and prices adapted.


ADVERTISEMENT ARTWORK

SOCIAL MEDIA IMAGES

PROMO CARD

Pack includes:

• 250 PROMO CARDS: SIZE: (w)210 x (h)99mm PAPER: 350gsm

• ADVERTISING TEMPLATE

• SOCIAL MEDIA IMAGES

TOTAL PRICE: $190

EVENT PROMOTION - NEW PARTNERSHIP

SALON logo

LUXURY AWAITS


DISCOVER LA BIOSTHETIQUELa Biosthetique is a totally holistic concept for perfect beauty. Developed in Paris at the beginning

of the 1950s by Marcel Contier, the La Biosthetique philosophy stems from his passion to create hair and beauty products from natural pure ingredients to develop fi rst class products.

Now you have the opportunity to experience this truly luxurious range exclusively at Salon Name.To celebrate our new partnership, we’re offering you a

Simply bring this card with you. Valid until

*Not

to b

e us

ed in

con

junc

tion

with

any

oth

er o

ffer.

including Le Thé Citroné welcoming tea, Visaromes aromatherapy head massage, Gel Patch Liftant application and Manicare hand treatment with your next service.

COMPLIMENTARY LA BIOSTHETIQUE EXPERIENCE

CODE: P1

EXPERIENCE LUXURYWe are proud to bring you La Biosthetique’s Culture of Total Beauty. Book

now to experience the 10-step beauty ritual.

Name of the salon - Address of the salon City STA 200001 2345 6789 - [email protected] www.salonwebaddress.com.au

SALON logo


A4 POSTERSOCIAL MEDIA IMAGES

INVITATION

Pack includes:

• 100 INVITATIONS: SIZE: (w)210 x (h)99mm PAPER: 350gsm

• A4 POSTER


TOTAL PRICE: $160

EVENT PROMOTIONS - VIP NIGHT

You are invited to our exclusive

VIP NIGHT

SALON logo

Join us for a personal step-by-step approach through three of this season’s hottest make-up looks with La Biosthetique make-up artist. Get beauty inspiration while enjoying canapés

and champagne at this one evening only, MAKE UP VIP NIGHT.

Reserve your seat before DD Month. Booking fee is $45.00 fully redeemable with any make-up purchase on the night.

BOOK NOW [email protected] or to PHONE#

Name of the salon - Address of the salon City STA 2000

DAY DD MONTH6 PM

CODE: P2

One on one consultations with La Biosthetique make-up artist to learn this season’s hottest looks.

$45.00 fully redeemable with any make-up purchase on the night

ASK YOUR STYLIST NOW

VIP NIGHTJOIN US FOR OUR

DD.MM 06.PM

Text updated for free to suit your event, whether it’s a make-up trend launch, a beauty VIP night, a range launch...


DL

A4

PROMOTIONS - EARLY RISER

BOOK FIVE EARLY BLOWDRIES AND GET THE SIXTH FREE

Start the day in style with a blowdry before 12pm. Redeem within 6 months.

EARLY

RISERBOOK FIVE EARLY BLOWDRIES

AND GET THE SIXTH FREEStart the day in style with a blowdry before 12pm.

Redeem within 6 months.





EARLY

RISEREARLY

RISEREARLY

RISER

SOCIAL MEDIA IMAGES

Pack includes: • 1 A4 POSTER• 3 DL CARDS: (w)210 x (h)99mm


TOTAL PRICE: complimentary


SOCIAL MEDIA IMAGES

DL

A4

PROMOTIONS - FLAWLESS YEAR

Book a year worth of facials and receive A COMPLIMENTARY MÉTHODE RANGE

Eight facials six weeks apart. Range includes Méthode cleanser, toner and moisturiser, and one extra Méthode product of your choice.

FLAWLESS YEAR

Book a year worth of facials and receive

A COMPLIMENTARY MÉTHODE RANGE

Eight facials six weeks apart. Range includes Méthode cleanser, toner and moisturiser,

and one extra Méthode product of your choice.









FLAWLESS YEAR

FLAWLESS YEAR

FLAWLESS YEAR





DL

A4

PROMOTIONS - BLOWDRY EXTENDER

BLOWDRY EXTENDER

UPGRADE YOUR BLOWDRY WITH A HAIR LUMINOUS RITUAL

$20$15

BLOWDRY EXTENDER

BLOWDRY EXTENDER

BLOWDRY EXTENDER




$20$15

$20$15

$20$15




You also need: • Hair Treatment Rituals Menu (optional)

• Detangling Spa Fluid ampoules

Products sold separately.

SOCIAL MEDIA IMAGES


DL

A4

PROMOTIONS - OIL THERAPY

OIL THERAPY

DEEP HYDRATION RITUAL35 minutes, $50 $40

OIL THERAPY

OIL THERAPY

OIL THERAPY








• Oil therapy


SOCIAL MEDIA IMAGES


DL

A4

PROMOTIONS - DEEP REPAIR

DEEPREPAIR

PCC NATURAL BOND REBUILDER TREATMENT$60 $50

DEEPREPAIR

DEEPREPAIR

DEEPREPAIR

PCC NATURAL BOND REBUILDER TREATMENT

$60 $50


$60 $50


$60 $50





• PCC suite (professional ampoule, spray and mask)


SOCIAL MEDIA IMAGES


DL

A4

PROMOTIONS - PCC OFFER

GET A FREE PCC TREATMENT

when you purchase the take home kit $104 You save $60




when you purchase the take home kit $104

You save $60


You save $60


You save $60





• PCC full suite (professional ampoule, spray and mask, and PCC home set)


SOCIAL MEDIA IMAGES


DL

A4

PROMOTIONS - PATCH GEL LIFTANT FOR HER

COMPLIMENTARY Patch Gel Liftant application with any blowdry

WEEKDAYS BEFORE NOON

COMPLIMENTARY Patch Gel Liftant application

with any blowdryWEEKDAYS BEFORE NOON








You also need: • In-salon Spa Express Menu (optional)

• Patch Gel Liftant

SOCIAL MEDIA IMAGES





You also need: • In-salon Spa Express Menu (optional)

• Patch Gel Liftant

DL

PROMOTIONS - GEL PATCH LIFTANT

INSTANT ANTI-WRINKLE EYE TREATMENT

Instantly plump fi ne lines for a youthful rested appearance.

$15INSTANT ANTI-WRINKLE EYE TREATMENTInstantly plump fi ne lines for a youthful rested appearance.

INSTANT ANTI-WRINKLE EYE TREATMENTInstantly plump fi ne lines for a youthful rested appearance.

INSTANT ANTI-WRINKLE EYE TREATMENTInstantly plump fi ne lines for a youthful rested appearance.

$15 $15 $15

A4

Product sold separately.

SOCIAL MEDIA IMAGES


DL

A4




You also need: • Skincare Treatments Menu (optional)

PROMOTIONS - BEAU VISAGE

45 MINUTES FACIALS

COMPLIMENTARY UPGRADE TO 60 MIN FACIAL

$95$80

45 MINUTES FACIALS


45 MINUTES FACIALS


45 MINUTES FACIALS


$95$80

$95$80

$95$80

Product sold separately.

SOCIAL MEDIA IMAGES


DL

A4




You also need: • Skincare Treatments Menu

• Refer to skincare manual for treatment details and products

• Dermosthetique Anti-Age shampoo, Elixir and Fluide for the blowdry

PROMOTIONS - DERMOSTHETIQUE FAVORITES

DERMOSTHETIQUE FAVORITES

COMPLIMENTARY ANTI-AGE BLOWDRYwith a Firm And Tone Anti-Ageing Facial

90 MIN FACIAL

$165







90 MIN FACIAL

$165

90 MIN FACIAL

$165

90 MIN FACIAL

$165

Recommended for hair and beauty salons. Get clients to book for hair and beauty services.

SOCIAL MEDIA IMAGES

LA BIOSTHETIQUE AUSTRALIA PTY LTD115 military road, Neutral Bay NSW 2089

[email protected]

www.labiosthetique.com.au

MARKETING handbook · » The promotional item name and code (ie. business cards BC1) » The...

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Transcript of MARKETING handbook · » The promotional item name and code (ie. business cards BC1) » The...