The Power of Purpose

Today, leading companies, both large and small, are transforming how they operate by adding PURPOSE in the marketing of their businesses.  Typically, the beauty industry has used paid advertising and social media marketing to reach audiences, and let’s never forget the ever-powerful word-of-mouth advertising.  But there is another effective and often overlooked method to increase the exposure of your salon and gain new clients- cause-based marketing.

Cause-based marketing is a mutually beneficial marketing partnership between a not-for-profit and a for-profit business. The relationship benefits are reciprocal; exposure and positive press for the salon business, and the not-for-profit (NFP) raises funds.  In our industry, salon owners and beauty industry professionals can easily support and partner with a NFP through donations of services or products.  

When hair salon owners use cause-based marketing to increase their visibility and exposure, they have a definite opportunity to increase their clientele and help their local communities at the same time. Your salon staff may volunteer to give makeovers to job seekers at local homeless shelters or donate a portion of retail sales to a domestic abuse shelter. The work you and your stylists do in the community helps boost self-esteem and give recipients a new lease on life, while your salon’s positive presence in the community may boost clientele numbers and sales.  A salon’s association with a NFP informs your clients, and potential clients, that your core values are rooted in the cause that you support.  

Here are three main reasons how cause-based marketing campaigns can improve your salon business:

1. Connect with your Target Population:  Did you know that Millennials are the most socially-conscious consumers in history?  If your target market is that Gen Y population, (born in the 80’s and 90’s), finding a cause marketing campaign is important to your salon’s success. I want to also mention the importance of RELEVANCE here…when choosing an organization to support, consider your industry and clientele.  A barbershop may prefer to support a local men’s shelter or a prostate cancer foundation, which is a relevant charity for that clientele.

2. Create the Conversation: Salons are a place of conversation and information sharing.  We are constantly building relationships with our clients that are necessary to keep them happy, beautiful, and returning to our chairs.  Let your clients know you care- Talk about the cause or NFP organization your salon supports.  Display information on the cause and have an attitude of a true partnership.  And remember, your clients and employees are your “brand advocates” who will spread your cause-based marketing efforts, so be clear and genuine with your message.

3. Generate Client Loyalty:  Cause-based marketing can give your salon an edge that clients will prefer when choosing between your salon and the one down the street that’s not involved with a charity or a social purpose.  The 2012 Edelman Good Purpose study indicates that 53% of consumers believe “When quality and price are equal, social purpose ranks as most important factor in selecting a brand.”

In our industry, we have the perfect opportunity to create a positive impact on our communities.  Does your salon have a PURPOSE?  Get involved and use your craft to make our world a better place!

Use Your Craft. Period.

I had the pleasure, and the honor, to spend the evening with a large group of really amazing people recently.  These people were hairstylists and colleagues, professionals and social service executive directors, friends and supporters.  They’d come together to show their support and enthusiasm for Color It Forward, Inc..  The movement of the 501(c)(3) not-for-profit through the beauty industry has sparked an interest and a desire for hairstylists and beauty professionals to give back to a population of women who need our services the most. 

All this because of a vocation.  OUR vocation.  And in my opinion, it’s the absolute best!  Right?

Let’s back up a bit…I’m a word girl…Have you ever thought about the word “vocation”?  The Latin root, “vocation” means “a call, summons.”  I’m particularly drawn to the root of the word “vox”, which means “voice”.  Our vocations, whatever they may be, are our voices into this world.  I think about this when I talk to my three kiddos about what they might want to do when they “grow up”.  And I’d actually encourage everybody to think this way:  what do you want to say to the world?  What change do you want to make with that voice?  How will you use your craft?

The industry is beauty, and our vehicle is hair.  The subjects are the individuals who sit in our chairs week after week, and as far as I’m concerned, each one is a gift.  They allow us to share our talents with them, collaboratively.  They give us their canvases.  And without them, we would not have anyone to listen to our voices, nor would THEY have US to listen to theirs.

At Color It Forward, our clients are anything but blank canvases.  They come from many situations that require some TLC, but mostly we simply need to listen a little bit deeper.  Many times the answer is simply a natural shade, a medium brown, an N or some grey coverage…sometimes we throw some beautiful copper or red tones into it.  Many times an accent foil, an occasional balayage, nothing too crazy.  Every effort is appreciated and every ounce of interest and good work is cherished, soaked right into her heart, adding a few loving doses of self-esteem.  These gals need that, more than any client you’ll ever know.

Creativity is important in our vocation and comes in many forms:  texture, color, shape, and technique. With the Color It Forward client, creativity comes in the form of conversation, because rarely do we talk about shopping sprees and furniture purchases.  We talk about books and friends and relationships and regrets.  The initiative can even go as far as discussing what her dream home would be like, how and where she sees herself and her children doing in 5 years, what it will be like to be self-sufficient.

There is nothing more interesting to me than a life in transformation.  That is why I love what I do. 

What do you enjoy the most about your vocation?

Reaching Out Through Beauty

When she walked in, fifteen minutes late for her appointment, I was sitting at the front desk of the salon.  Unsure and moving slowly, she had that exhausted look of somebody who’d had a good cry recently. It was obvious she had not paid attention to her hair in quite some time.   She looked downright uncomfortable- but that’s not what this day, her day, was supposed to be about…so I stood up, and after a friendly introduction, I broke the ice by extending both my arms and giving her a hug.  I was genuinely happy to see her and wanted her to know that.  

Seated in a quiet corner of the salon, she spoke softly about her life, which had recently been spent in prison.  She told me that four months ago, she was released and sent to a transitional housing facility, where she’s required to remain for six months.  As I worked, she admitted being terrified to leave prison, where the structure and strictness left no possibility of a slipup.  Now, after 4 months at the transitional facility, she has a new and bigger fear:  her graduation in 2 months, where after she must sweep up the broken pieces of her life and get working on a new clean and sober one.  She told me about her young daughters who, just before her appointment with me, had been spending time with her on their weekly visit.  I can only assume that was the cause of the lateness and the sadness in her face of earlier…

Ninety minutes later, turning her towards the mirror, her highlighted and lowlighted hair was now nicely framing her freckled face.  With shoulder length, she now looked younger and brighter.  At this next moment is where I find the greatest satisfaction:  The first words that a Color It Forward client speaks are always wonderful and are telling of the type of person she is…hers were “I can’t wait to see my daughters again next Tuesday.  Now they’ll really see that I’m becoming a new person.”

For the past 4 months, I’ve been doing a ton of listening and not much writing.  My ears have been opened to stories of lives that went off-track, sometimes from a mistake of her own, and sometimes from the doings of another.  With the help of the many wonderful agencies and professionals I now call my colleagues, these women are rising.  The clients that sit in the chair in front of me on Mondays and Tuesdays are working on themselves to find that spirit of who they used to be, or who they want to be:  A healthy woman, a good mother, a safe home.  To forgive, to love, and to laugh.
 

Oh beautiful ladies, we all have so much in common.

If you or your salon would like to get involved with Color It Forward, please see our website at www.color-it-forward.org or email michelle@color-it-forward.org.