A panel of beauty, business and hairdressing experts
solve your real-life business dilemmas
THE PANEL
Q We hope to motivate our staff by doing a shoot, are they worth the investment?
CAROLE: I’m going to be controversial and say it depends on what your objective was in the first place. Everybody’s objective may be different. It’s difficult to measure a return on this kind of investment – simply putting pictures on the wall or in the window won’t necessarily increase footfall. If it’s used as part of bigger strategy then you need to be able to measure this. Do a client focus group and ask them all about imagery and what it means to them. Join forces with up-and-coming young photographers and make-up artists, and look to get different people involved to keep the costs down.
NICK: You don’t have to spend a fortune on a shoot – be creative. We run a package of £200 for one image. You can use imagery without having PR involvement, just be clear about what you want to get out of it.
SIMON: (audience):The first collection we did for Harringtons was shot in the salon and used clients as models. It helped us to establish a brand and culture, which helped the salon to grow. I think now we need to focus on more glamour and not technique shoots, clients want to see sexy, beautiful hair.
To see Think Tank in action visit SALON SMART, the exciting business networking event from Creative HEAD. Click here for more details >
