Eye Lash

NOV-DEC 2017

Eye Lash covers the latest makeup, eyelash extension and eyebrow trends for makeup artists, lash and brow stylists, and other beauty industry professionals who provide eyelash extension, eyebrow shaping and makeup application services.

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38 eye | la | NOVEMBER/DECEMBER 2017 | eyelashmag.com With clients at the ready to open their pocketbooks and shell out dough for everything from services to gifts, stepping up your marketing during the holiday season is a no-brainer. The No. 1 rule: You must plan ahead and start early. Think: As soon as you say goodbye to Halloween say hello to prepping. "In early November you'll want to fi nalize any promotions, packages and sales; send any marketing collateral to the printer; order additional retail items; and map out your digital marketing strategy," explains Tara Walsh, master lash artist and The Lashprenuer lash business coach and consultant. With this early planning out of the way, it's time to get down to the nitty-gritty of smart holiday marketing. Marke THE MOST HELP YOUR BUSINESS SOAR DURING THE HOLIDAYS WITH SMART MARKETING STRATEGIES. Put the "holiday special" buzz in your clients' ears no later than one to two appointments or one week before the sale. "Timing is essential to capturing holiday buyers before they've committed their monies elsewhere," says Walsh, who notes rolling out week-by-week strategies will maximize sales. "Your marketing plan [should] target overachievers who fi nish their shopping in early November as well as last-minute shoppers who wait until the week of Christmas to tie up any loose ends." Your clients no doubt have friends and family they'll be splurging on or who will be attending holiday soirees, so don't let the opportunity to chat them up about their loved ones pass you by. "Sometimes it's as simple as planting the seed to remind clients that their mom has been ogling their lashes for months and could use a self-confi dence boost or about their girlfriend who's feeling lonely since it's her fi rst holiday season since the divorce," says Walsh. Go a step further and place a reminder sign at the front desk describing your package deals or any freebies with purchase, such as aftercare kits or gift cards, and line the shelves with holiday stocking stuffers like lash wands, beauty-themed ornaments, and lash and brow conditioning serums. "Anything that's small enough to fi t into a stocking really catches the attention of clients and is an easy few bucks in your pocket whether clients use it in a stocking or as a 'gift' to themselves," says Walsh. CREATE AWARENESS STOCK UP Holiday Marketing Dates! Pay attention to these dates; they can be used to your benefi t for holiday marketing! BLACK FRIDAY, NOVEMBER 24 "Competition is fi erce to get the attention of shoppers as their focus is drawn in so many directions. Don't put all of your big holiday deals in one Black Friday basket," warns Walsh. "Be sure to have an ongoing marketing strategy to catch shoppers throughout the [entire] holiday season." SMALL BUSINESS SATURDAY, NOVEMBER 25 You're a small business, so take advantage of this day to promote your holiday deals. ICONS: GETTY IMAGES

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