Latest / Salon Success Secrets — The podcast for salon owners who are done hustling harder and ready to break their revenue ceiling. / What Taylor Swift Taught Us About Running A Salon

Transcript

What Taylor Swift Taught Us About Running A Salon · Salon Success Secrets — The podcast for salon owners who are done hustling harder and ready to break their revenue ceiling.

• 0:34
  Speaker 1: Taylor Swift's recent tour is making history in a big way.
• 0:39
  Speaker 1: That's right, not only in music, but also inside of the economy, social engagement and brand loyalty.
• 0:47
  Speaker 2: Yeah, and you may be thinking, jen, I don't even like Taylor Swift and this has nothing to do with her music or who she is.
• 0:54
  Speaker 2: But I think you know, at the end of the day, we can learn some really powerful lessons as salon owners from Taylor Swift's marketing, her fan engagement, you know, from creating lasting relationships and connections to really truly understanding how she builds hype around her brand and then how we can translate that back into the salon.
• 1:16
  Speaker 1: Yes.
• 1:16
  Speaker 1: So if you're a Swifty or if you're not a Swifty, today we're going to dive into some incredible things that she is doing and, like Jen said, how does that translate into the salon?
• 1:26
  Speaker 1: Because I think it's great to know a few key stats around what she has done inside of this tour to make it so successful and just some things that have been happening.
• 1:36
  Speaker 1: So fans spend nearly 93 million per show, so each show that she she has is nearly $93 million that is being brought in, which is incredible, um, you know.
• 1:53
  Speaker 1: Another stat to know is that concert goers spend an average of $1,300 per show and 91% say that they do it all over again.
• 2:04
  Speaker 1: In fact, you know, shout out to Allie on Jen's team, because she was the one who, you know, originally originated this concept, originated this concept.
• 2:18
  Speaker 1: But when I was sharing it with my team a girl who had just recently gone to one of Taylor Swift's concerts she literally said I would go into financial ruin to go back to one of Taylor Swift's concerts, which I think is just so powerful.
• 2:30
  Speaker 1: You know, $1,300 per show and 91% say they would do it all again.
• 2:34
  Speaker 1: Imagine if your new guest retention was that and started the salon.
• 2:38
  Speaker 1: That's just an incredible stat.
• 2:40
  Speaker 2: Yes, mind blowing.
• 2:41
  Speaker 2: Um.
• 2:42
  Speaker 2: Another interesting status for every $100 spent on live performances, approximately $300 is generated in the local economy.
• 2:50
  Speaker 2: So you're getting through the economy's, getting three times the investment for every $100 spent on that live performance.
• 2:57
  Speaker 2: And this one you guys are going to love this one.
• 2:59
  Speaker 2: Taylor has spent and invested around $4.3 million just on her hair, makeup and wardrobe, showing you know the importance of branding and presentation.
• 3:11
  Speaker 1: Yeah, I mean, um, I think all of our guests would probably love to have a $4.3 million budget to spend on hair, makeup and wardrobe.
• 3:20
  Speaker 1: That's really cool.
• 3:20
  Speaker 1: Another fun fact is that at her Seattle tour date it caused an earthquake of 2.3 magnitude.
• 3:30
  Speaker 1: You know, because she it was her surprise song.
• 3:33
  Speaker 1: Everybody just got so hyped up that it was literally recorded as an earthquake in Seattle, and so you know.
• 3:41
  Speaker 1: That just goes to show, you know, the immense energy and excitement that she can bring to an audience and the ripple effect that that causes for sure.
• 3:51
  Speaker 2: Yeah.
• 3:51
  Speaker 2: So let's take a deep dive into again, like how is she able to create all these magical stats and, you know, all these amazing things?
• 4:00
  Speaker 2: Have concert goers from all over the world come see her, or vice versa, concert goers in North America go see her all over the world in different countries.
• 4:08
  Speaker 2: And so one thing we know is that she really is great at creating buzz and building excitement.
• 4:15
  Speaker 2: You know, if you think about it like her shows are just not concerts, their experiences that people say for plan around and shared widely.
• 4:22
  Speaker 2: I mean we have clients that I've heard say, yeah, I've been saving, like I've been saving for this for three years to be able to go to the concert.
• 4:29
  Speaker 2: And so like to me, like we don't just do, this is not just a hair salon or a spa, like we really need to look at how recrafting and creating that experience that people want to save money for, like it's part of their budget, month, monthly.
• 4:43
  Speaker 2: And so you think about it like what are those experiences that we're creating with our teams that really create or really help people to want to spend some money with us?
• 4:54
  Speaker 1: Yeah, because you know the transfer of money is a great thing for the economy.
• 5:00
  Speaker 1: Specifically, you know, when people come into our salon spaces and spend money, that really boosts our local economy.
• 5:06
  Speaker 1: So you know, you think about it like not only are they usually spending money in our business, they're probably also supporting nearby businesses, but then also that money trickles through our company, you know, and then our team members are able to go.
• 5:19
  Speaker 1: You know their wants and desires and needs and all of that good stuff locally as well, and so you know.
• 5:28
  Speaker 1: Really, I think what's cool too is, you know, the the Malia inside of my salon who just recently got to go to one of her concerts.
• 5:37
  Speaker 1: She said that the bar that they went to afterwards the lady was just so grateful that Taylor chose to have her concert in their area because she said this is just boosting our local economy so much.
• 5:48
  Speaker 1: She was like I'm just so grateful that she chose to come here because we needed this and it's just really going to help us.
• 5:55
  Speaker 1: You know, have a great rest of the year, and so you know the same thing can happen inside of our salon companies, like when we create that experience that people crave so much that they, like Jen mentioned, are saving for it and excited to spend the money.
• 6:10
  Speaker 1: It really does help boost our local economy.
• 6:14
  Speaker 2: Yeah, I love it.
• 6:14
  Speaker 2: And I think one thing, too is like not only do people save money for the shows, but then they spend all this money on their outfits too, so that they can show up and look like Taylor as well.
• 6:23
  Speaker 2: So I think it's just so magical when you really think about it show up and look like Taylor as well.
• 6:27
  Speaker 2: So I think it's just so magical when you really think about it.
• 6:29
  Speaker 2: And so another thing to think about is like, what can we learn from Taylor when it comes to?
• 6:31
  Speaker 2: You know, transferring what she creates into our salons is using like mystery symbols, and something she likes to say is Easter eggs, and so what we mean by that is, you know, she has hitting messages, keeping fans engaged, even between albums and shows.
• 6:45
  Speaker 2: So, like, if we're presenting like new products or new services, like, are we using like really creative marketing?
• 6:52
  Speaker 2: Are we like really creating a message to the masses that's going to get people enrolled, instead of just like when something launches, like here it is, come get it?
• 7:00
  Speaker 2: Like, what are we doing to build up that excitement?
• 7:02
  Speaker 2: Because when we build up that excitement, we usually make someone not just a buyer but a believer.
• 7:10
  Speaker 1: You know there's so many fun ways that we could incorporate this, like Jen mentioned, to turn them into a believer instead of just a buyer.
• 7:18
  Speaker 1: And so, you know, you could even come up with your own reoccurring symbols, even if it's just, you know, a signature color logo or just something unique that could connect your clients with your salons vibe, so that they know right away like, hey, oh, my gosh, that's my salon.
• 7:33
  Speaker 1: Like I'm already excited to see what's going on.
• 7:35
  Speaker 1: You know, another thing that she does that I think is cute, that we could transfer into the salon, is like she uses a lot of like riddles and clues, you know, so you could even do some like mini games or challenges for clients.
• 7:46
  Speaker 1: You know, like maybe some sort of like online clue that, if guessed correctly, it could offer, you know, a special upgrade on a treatment, or you know they could you could offer a little sample packet, or, you know whatever.
• 7:59
  Speaker 1: It is like it's just creating that fun buzz of energy to where you're not only informing your guests but like you're inspiring them and keeping them excited about the experience that they have when they're with you.
• 8:13
  Speaker 2: Yeah, all right.
• 8:14
  Speaker 2: And so something else that Taylor is really great at is fostering community and true belonging.
• 8:19
  Speaker 2: And so, like, when you think about that hello friendship bracelets I'm sure you all seen them passing over the internet, isn't that how?
• 8:26
  Speaker 2: Maybe I'm wrong, but isn't that how she got in Kansas city?
• 8:35
  Speaker 2: But yeah, like brands are actually exchanging bracelets.
• 8:39
  Speaker 2: So, like, are you really like, what are you doing to craft that kind of connection so that, like, truly, at the end of the day, your experience is brand driven, not just stylist driven.
• 8:49
  Speaker 2: And like you know, when you really like, I just I remember like, being like nine or 10 years old and getting friendship bracelets, it just gives you the sense of belonging.
• 8:58
  Speaker 2: And so, like, what are you doing with your team, what are you doing with your community, what are you doing with your clients to create and foster that love?
• 9:08
  Speaker 1: Yeah, you know, I mean just the idea of like exchanging friendship bracelets in the salon is cute.
• 9:14
  Speaker 1: You know you might not have time to do something like that, but like even thinking outside of the box, like you know, how can you have some sort of a loyalty program?
• 9:22
  Speaker 1: Um, where your, where your loyalist guests, feel that true sense of community and belonging.
• 9:29
  Speaker 1: You know, and just always keep in mind like, hey, we are the connectors of the community.
• 9:35
  Speaker 1: You know, people come in, come in because they crave connection with another human being, but also we can help them get connected to other people inside of the community.
• 9:45
  Speaker 1: And so I think, if you have a new guest, I remember once upon a time I had a client her name was Jennifer and when she first moved to town she messaged me, actually just a couple years ago, and she said I just wanted to say, hey, when I first moved to Manhattan, um, you helped me get connected to people inside of the community and you were the first person that I met that I felt true connection to.
• 10:09
  Speaker 1: And you know.
• 10:10
  Speaker 1: So, thinking outside the box, like, yes, they come in, you know, to get their hair done, but how can you help your stylist see?
• 10:18
  Speaker 1: Like, how can we build that community?
• 10:19
  Speaker 1: How can we have more than one stylist creating that connection with people?
• 10:22
  Speaker 1: You know, because it wasn't just about the connection that she had with me, it was that you know, she got, you know, introduced to some other people.
• 10:29
  Speaker 1: There was more than one person inside the salon that knew her name, that cared about her success, you know.
• 10:34
  Speaker 2: And so so, really thinking about that, and you know, how can you showcase um, your, your, client stories, or connecting your clients or or somehow building that community and true belonging inside of your salon.
• 10:49
  Speaker 2: Yeah, I love that, um.
• 10:49
  Speaker 2: And then we know what she's really great at, which is turning clients into loyal fans.
• 10:54
  Speaker 2: Like you'll see stories on Instagram or Tik TOK, I was like I spent all my life savings to go to the Taylor Swift concert and you know, one time that actually happened in our salon.
• 11:03
  Speaker 2: I was checking a client out and you know there wasn't quite enough funds on her card and so there was.
• 11:11
  Speaker 2: She was like $2 short and she said, oh, she's like I was just so excited to come here, like I wanted to spend every last dollar I had to get my hair done, and so, like I was just so excited to come here, I wanted to spend every last dollar I had to get my hair done.
• 11:19
  Speaker 2: And so I think we forget sometimes and that's really shifting to my core Sometimes we forget about the gift that we're able to give clients.
• 11:26
  Speaker 2: And so how can we be more tailors in the world like that?
• 11:30
  Speaker 2: How can we foster that kind of environment that turns clients into loyal fans, where they're wanting to spend their last hard-earned dollars with us to help grow their confidence and make them feel like a more beautiful soul.
• 11:44
  Speaker 1: Yeah, I love that story so much, jen, and I think it's a true testament to how Taylor turns 91% of her concert goers into those loyal fans.
• 11:53
  Speaker 1: They said, hey, they spent $1,300 to be there and 91% say that they would return again.
• 11:59
  Speaker 1: You know, that's huge.
• 12:01
  Speaker 1: Like, when you think about that, like if we had 91% new guest retention, like we would never have to post on social media ever again you know what I mean Like it would truly just be so that people could see, like what is you know, being experienced in there.
• 12:15
  Speaker 1: You know so.
• 12:16
  Speaker 1: So, thinking about you know, and for us it's like how do we really nail that nine step sales process so that our guests feel loved and supported and so that it's a whole team based experience to where it's more than just one person who knows their name.
• 12:30
  Speaker 1: More people know their name and are helping to raise their energy while they're with us.
• 12:36
  Speaker 2: Yeah, and I think one thing that always helps, too, is celebrating milestones with clients and your team members too.
• 12:41
  Speaker 2: You know, instead of just the normal birthday email that says happy birthday from salon ABC, like, how can we make it feel a little bit more personalized?
• 12:50
  Speaker 2: Maybe it's for your VIPs, it's a handwritten note that goes birthday note or anniversary note that goes into the mail, or maybe it's that you have a love box, which a love box is a box that we keep up front, and so, like you know, we keep all kinds of things in there, from thank you cards, the sympathy cards, to little cute fake flowers, to like inspirational bands, inspirational quotes what else do we have in there?
• 13:14
  Speaker 2: All kinds of stuff.
• 13:14
  Speaker 2: And when we know that someone's going through something whether it's a positive experience or not, so positive, inspirational quotes, what else do we have in there?
• 13:17
  Speaker 2: All kinds of stuff.
• 13:18
  Speaker 2: And when we know that someone's going through something whether it's a positive experience or not, so positive experience we have that little extra love that we can give them.
• 13:26
  Speaker 2: So when they check out, you know if it's someone's birthday.
• 13:28
  Speaker 2: Hey, we just want you to thank you so much for celebrating your birthday with us.
• 13:31
  Speaker 2: Here's a little extra gift to make your day special, and so I think it's doing like thing, things like that, that really helps to build that connection that creates those raving fans.
• 13:40
  Speaker 2: Because I love what you said, linz what if our industry was 91% retention, like that?
• 13:49
  Speaker 2: Like that would be a huge goal to get to.
• 13:50
  Speaker 2: And I think it all starts with, like you said, the sales process and that relationship building.
• 13:55
  Speaker 1: So good.
• 13:56
  Speaker 1: Yes, you know just, I think it's just so inspiring to think how Taylor's strategies can boost not just salons but local economies, and it brings both financial benefits and community spirit.
• 14:09
  Speaker 1: So just think about how can you implement these different things that Taylor is using to create such a wild success for so know, for so many people, because it doesn't just impact her, it's like her whole team of people, all of her Swifties, all of the local economies, you know.
• 14:26
  Speaker 1: So it's not just about one person.
• 14:27
  Speaker 1: Yes, we're talking about Taylor, but it's a huge ripple effect, you know.
• 14:31
  Speaker 1: So think about how you can build excitement, create mystery, foster community and just invest in brand presentation and really see, when you start to really focus on those things, you build that loyal fan club.
• 14:45
  Speaker 1: Clients are going to return eagerly, they're going to spread the word and they're going to love being a part of your community.
• 14:54
  Speaker 2: Awesome, all right, well, thanks for tuning.
• 14:56
  Speaker 2: In hope this is helpful.
• 14:58
  Speaker 2: How can you sprinkle a little more taylor into your salon experience?
• 15:02
  Speaker 2: We'll see you soon.