Making The Cut

By Scott and Jennifer Fontana

Making The Cut

Making the Cut: Knowing When to Refocus Your Resources

Over the past year, Jennifer and I have had a lot of fun sharing our insights and experiences. We hope it has helped other small business owners along the way.  We have covered topics such as: maintaining a positive environment in the workplace, employee retention, and client satisfaction. It has been a great ride, but we have come to the conclusion that our time and financial resources should be best spent elsewhere. We have some exciting new programs and events coming up and want to make sure we give them the attention needed to be successful. Sadly, this will be our last blog. However, we will continue to share news about Cristophe Salon Newport Beach happenings in the press, on social media and through our special events.

Because this is our last blog, appropriately, the topic will be knowing where and when to refocus your marketing sources.

We live in a promote-or-parish world. Without marketing, business’ risk losing ground to competitors. Small businesses have many marketing opportunities and promotional tools, and must choose which ones will give them the biggest return on their investment. There are options such as buying advertisements in local papers, ordering direct mailers for the area surrounding your business, investing in a public relations firm, etc.

At Cristophe Salon Newport Beach, we decided public relations was the best marketing route for us because we wanted to position ourselves as the most cutting edge, on-trend salon in Orange County. We hired Bolt Public Relations to help garner media interest and share the happenings in the salon.   When working with Bolt PR, we consistently have different opportunities presented to us, like being regular red carpet hairstyle commentators on TV news stations, and being regularly featured in local and national beauty outlets.

As we move forward with our marketing efforts, we will continue to do publicity on the season’s trendiest hairstyles and commentary for red carpet events. Also, we are extremely excited to be putting on our second annual live hair competition called Making the Cut. This hair competition and show finds the best stylists in the local salon industry and has them compete for the grand prize and title. In the process, they are able to educate other hair stylists with tips and techniques and motivate new stylists to work hard and find their niche. Additionally, the hair show is helping position Orange County as a leading market in the beauty industry.

We hope our advice and business experience over the past year has helped our readers in some way or another. To follow future happenings at Cristophe, follow us on Facebook at www.facebook.com/cristophenb and on Twitter @cristophenb.


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