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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FA L L 2 0 1 7 I M A N I 45 KNOW YOUR INFLUENCERS Good style is paramount to teens. "In my experience, they tend to spend a great deal of money on services and style," says Goree, who reminds that posts are a "huge part" of their lives. So, you want your social media posts to convey only the most desirable looks and trends. As Rauto explains, the most effective way to market to young people is to advertise a lifestyle, rather than a product: "You don't need to have access to celebrities or their endorsements to market to teens; just get to know your local infl uencers." She's talking about the young people in your area who represent the type of customer you want to have—popular local musicians, star athletes, models, photographers or perhaps the president of a youth-run charity. "Team up with style infl uencers who have a social following, offer product or services and collaborate to create quality lifestyle imagery that will grow your social following," she says. Kim regularly hosts "editor days," wherein local editors and infl uencers are invited in for a complimentary experience at the salon. Aside from social media, just knowing who teens' infl uencers are can earn you street cred. "Every now and then, I'll fl ip through [teen magazines] to learn about at least one new infl uencer in youths' sphere," says Fator. Look for cross- promotion opportunities with other businesses in your area; think gyms, cafés and shops targeting the teen set. "Doing a little research can make you seem like you're in the know—without looking like you're trying too hard," she says. SECURING YOUTH LOYALTY Now that you've got the young men rapt, Dana Caschetta, a Eufora HERO for Men national trainer, says loyalty programs are a great way to entice them to come back. "Offer a discount after a certain dollar amount spent or create a membership app so guys can book and get reminders about monthly services without the hassle of having to call and make an appointment," she says. "Consider giving unlimited monthly haircuts, shape-ups and shaves for a set fee and, if they bring in a friend, offering a complimentary shape-up a week or two after their haircut." Kelley emphasizes that all youth-oriented loyalty programs and booking capabilities should be as mobile-friendly as possible. "Their devices are all these kids have in their hands anymore," she says, noting that it's important, however, to put a human face on your business as well. "Promote your loyalty programs and services at community events, such as football games and high school blood drives. Young people respond to community presence and engagement with the world." Ultimately, the best way to secure the loyalty of fi ckle teenagers is to stay up-to-date and profi cient in the latest style techniques. "Sometimes they know about hair trends before we do," says Fator, "so to keep them as clients, it's important to stay one step ahead." As teenagers, they are always fi ghting to be treated as adults, so listen to them carefully; allow them to have a voice. The more that you can prove that you recognize their evolving needs, the more they will stick with you as they grow into adults. Fator emphasizes, "If they understand that the services and amenities you provide are unique to you, they'll be more likely to stay with you—and even return—once they come home from college!" —Katie O'Reilly is a Berkeley, California-based writer and editor. LEFT: IPGGUTENBERGUKLTD, ISTOCK COLLECTION, TOP: DRAZEN LOVRIC, E+ COLLECTION

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