Fall 2017

MAN—the business of men’s grooming—is for barbers, hair stylists, skincare specialists, barber supply store owners and other beauty industry professionals that provide men’s grooming services or retail men’s grooming products.

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Page 45 of 51

LOG ON No matter your salon's or barbershop's main demographic, Instagram provides a valuable portal to youths. And marketing experts are quick to point out that young people are more likely to buy from brands that engage with them on social media—and provide valuable content. "Loyalty these days is earned by staying engaged with your teen audience and encouraging them to engage with you on social media," says Danielle Rauto, a Eufora stylist based in Hollywood, Florida. That means keeping images relevant and targeted. To that end, Stacia Kelley, artistic team member and marketing coach for Sport Clips' Kansas/Missouri market, takes an "edgy approach" in terms of the salon's pictures and videos. "Think lots of color, lots of fl air and lots of recent trends—such as hard parts and fl ashy pompadours à la David Beckham—to show that we can deliver on young styles, and that we're not limited to our 30- to 50-year-old primary audience," she says. To keep their posts catchy, they don't muck up the images with a lot of text. "Young people want fast information. For guidance, spend some time looking at young people's Instagram [accounts]—fi nd out what the kids like to see, what voices and memes they respond to, and what the 'cool' barbers in your area are posting," she says. Another way to gain teens' loyalty is to consider contests and giveaways that relate to causes and events they care about. Consider setting up unique Insta hashtags for your young customers to post, say, their summer vacation looks. "Offer a reward for posting a photo or for referring a friend," says Rauto, who ran a successful "Re-Share Dapper Prom Inspo" campaign last spring. She says, "Instagram was created to capture personal experiences in an aesthetically pleasing way, which allows brands to access user-generated content from the customers who have fi rst-hand experience with your products and services." Translation: Incentivizing your clients to post their new 'dos on Instagram, and then reposting them, can turn your clients into brand ambassadors. "And the more happy brand ambassadors [you have], the more credibility your business will have," Rauto assures. Younghee Kim, owner of Younghee Kim Salon in New York City, suggests collecting Insta-testimonials from a range of satisfi ed young clients. "Show off young men with different hair types and styles and various lifestyles to visually reinforce that your salon can serve anyone," he says. "But always strive for simplicity, modernity and authenticity, which are characteristics young men are drawn to. All our branding, ads, images, logos and product designs refl ect these traits." Old-school Instagram shots are one thing, but according to Fator, Snapchat, Instagram and other less-fi ltered, fun-oriented video platforms can make for excellent ways to engage your soon-to-be customers. "Behind-the-scenes video will give them a sense of your personality before they sit in your chair," she says. "Teenagers want to have fun, so show off your less professional side." Other popular platforms for the younger set are YouTube and blogs; they use these to research, discuss and review products and services before buying. "If you can create videos or blog posts that feature how-to styling tips and product tips—even how to un-box products — that will help capture the attention of a teen audience and introduce them to your brand," says Rauto. For instance, Kim will post Instagram Stories about clients using their products to treat issues, like irritated scalps, that show how to make their products work better. Don't, however, neglect the now "old school" platforms. Wahl's Goree reminds that a good Facebook page is integral to providing business information, as many turn to Facebook before looking for a website. "More than Instagram, it allows you to post salon hours, services offered, special offers and staff bios—and to address serious inquires about your offerings," says Goree. Further, it's important to market to teens' fathers, notes Kelley—most of whom are more familiar with Facebook than other social media sites. "Wherever most guys start going is where they'll keep going," she says, "as long as you do a great job." 44 I M A N I FA L L 2 0 1 7

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