Stand out in a crowd! A conversation with Amber Burns, Director of Marketing @salon124group

26/12/2018

Transcript

Chris: There’s the clap. So it looks like we’re supposed to start the podcast now. So, hey everybody, welcome to the Shop Talk Podcast. Brought to you by 124 Go. I’m Chris Sulimay. I’m here with my good buddy

John: John Palmieri-

Chris: And we have a very special guest for you today-
John: Yes we do.
Chris: Somebody that we just actually begged to come and sit with us because we will set up [00:00:30] for podcasting. [laughter]

John: Actually I think it was less begging and more selling.

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Chris: I was begging [crosstalk]

Amber: I think it was a little more forceful. I don’t think there was a sell or a beg-

John: Meaning, you were just in it and we pulled you out of [crosstalk] or the door closed [laughter]

Chris: So today we’re sitting here with Amber Burns and Amber is the director of marketing for the group that we work with, The Salon 124 group.

Amber: Hey, hey, hey,

Chris: Hey, hey. And amber you kind of grew up with the company. You’ve been around here[00:01:00] a long time and you’re still young, which is cool.

Amber: Hey, yes, I am still young. Yeah.

Chris: And so before we kind of… I’m going to let you share a little bit of your background, but I just want to set a context for why I’m so very excited about this conversation. And it’s because a few years ago when, you know, [incomprehensible] lifetime hairdresser and had the opportunity to work inside a corporate, which not a lot of, not every hairdresser gets that opportunity. It was only then when I started to understand [00:01:30] what marketing was and I think a lot of salon owners in general or hairdressers in general get that marketing exists but really don’t understand the level of what marketing is and really just how we are truly impacted. Like in almost every decision that we make in life is at some point was marketed to us, whether it was our parents marketing to us to look both ways across the street or whether it’s like [00:02:00] I dress a certain way because I gravitated towards a marketing culture that appealed to me most of the time subliminally.

John: Yeah.

Chris: And so, you know, having the opportunity to have a marketing department inside salon 124 after working with such, you know strong marketing, you know, at Living Proof and Cute Hair Cosmetics and all that stuff. I think it’d be fascinating, you know, to have this conversation to maybe give salon people, like I don’t have the benefit of having an [00:02:30] Amber around a glimpse into number one, what marketing is, how you, maybe how you got into it a little bit, you know, your history with the company, but then also some things that are really important for salons to be doing now more than ever, and so well maybe a little bit of a tall order, but Amber share a little bit about who you are.

Amber: Yeah, so like he said, I have grown up with this company literally, I’m coming up on my 10 year anniversary.

[00:03:00] Chris: Wow!

Amber: Yeah. It’s, I like to call it the longest relationship of my life. I started just kind of randomly by chance. I needed a part time gig. I was still in school. I was actually in school for nursing at the time and I was sweeping hair and working at the front desk part time at our Swanee location. Funny Story. [00:03:30] I almost got fired in my first 90 days.

Chris Sulimay: Not surprised [crosstalk]

Amber Burns: That’s okay [crosstalk]. I was, yeah, I was young and dumb, young and dumb. But I you know, I stuck with it and there was something that was kind of cool about hairstylists. I was not really into the hairstylist culture. I am a girly girl and a self proclaimed product whore, but I had like all one length mermaid virgin hair when I started with this company, which [00:04:00] was swiftly chopped off immediately. But, after working in the salons for a couple of years, again, just part time, I fell in love with the industry like everyone says, because lucky for us, this is the [crosstalk] best industry. I mean, I don’t know a better industry to be in, honestly, because you get that fashion, you get that lifestyle, you get beauty. There’s so much to it. And, so I dropped out of school for a second trying to figure out what the [00:04:30] meaning of life was and when I was trying to figure out what I was going to finish school in and major in, I – cliche- took into account what my parents had always told me, you know, what would you be happy doing if you weren’t getting paid for it? And that always came back to-

Chris: Having your hair done-

[laughter] Amber: No, no, because like I said, I had all one length version here. I mean, I was cutting my own hair. I didn’t trust anybody to cut my hair before I worked for the salon. [00:05:00] So, no, it was storytelling. I am, you know, I say all the time I need more botox because I’m so expressive because I love telling stories. I love engaging with people like that. And writing was always kind of a natural knack for me in storytelling. So I ended up finishing school with a journalism and public relations degree and, I was lucky and [00:05:30] you know, bugged Brian Perdue or our founder for long enough to get me some cool internships. I was  able to work with Redken and New York with their communications department and really just get a broader perspective on what, you know, the industry was doing outside of our cont, little salons in Gwinnett county. And I was really intrigued by it. So, after about four years with the company, I was [00:06:00] able to, I went through kind of some management positions and leadership positions within the salon, but then I came over to our corporate offices and worked out of our call center, which is like the heartbeat of the salons, but also simultaneously doing social for us. So at that time we were really just starting to build-

Chris: Social would have been new-

Amber: Social, yeah. Social was new, Instagram was like totally not a thing and-

Chris: What was it, just all Facebook at the time?

[00:06:30] Amber: It was all facebook at the time, but even still like facebook advertising wasn’t that big.

Chris: Right.

Amber: It wasn’t really that space. I mean, the algorithm alone, like we were still saying everybody’s stuff in real time.

Chris: Yeah.

Amber:You know, not too many political rants at that time-

Chris: I miss those days [crosstalk] I actually miss those days.

Amber:Yeah, yeah [crosstalk] I do too, as like a consumer of information, but as a marketer and [crosstalk] like say it and got it changed. But, yeah, so I was working on a [00:07:00] lot of social and, and working with our director of marketing at the time and learning kind of what the history of marketing at 124 had been. And obviously, I mean we’re going into our 28th year in business, so we’ve kind of seen it all change and yeah, and then I came into the marketing department fully and-

Chris Sulimay: All right. So let me stop you for a second because this is all good. And there’s a couple of points that are raising in me as you’re kind of talking. [00:07:30] So what is marketing to you? What is marketing? Like, I’m a, I’m a salon owner stylist who accidentally got busy and opened a salon.

John: Doesn’t it  mean you just have really pretty business cards?

Chris: Right, exactly.

Amber: Pretty business cards [crosstalk] are important, pretty pictures are important [crosstalk]

Chris Sulimay: What is marketing for salon?

Amber: I think, for me and within our specific business, it is telling stories with intention, right? So whatever that intent may be,[00:08:00] whether it is to inspire someone, whether it is to educate someone, whether it is to sell a product or sell a service or you know, whatever that intent may be, whatever that goal may be. But nonetheless, there’s a story there because, and I mean we’re inundated with so many messages on a regular basis. So how do you break through all of that noise? Like how do you stand out in a crowd, for lack of better words. And for us and for everyone that I come in [00:08:30] contact with that I’m working with or you know, educating on this, it’s always about just being intentional with what story you’re trying to tell.

John: Yeah. You know, I’ll dig a little bit deeper on that. If I do good hair, that’s not enough.

Amber: Unfortunately, no, I mean it, oh, you know what [crosstalk] it can be enough.But what are your goals? Are your goals to just do great hair and make your, you know, base 100 clients or however [00:09:00] many you have happy, or do you want to go beyond that? Do you want to grow beyond that, you know, everyone likes validation. I think it was Oprah that said like we all just want to be validated in life. And whether you get that validation through your, you know, your faith, your community, your trade, whatever it is, telling your story and marketing yourself and letting people know what you do and you know that you take pride in it and how good you do what you do[00:09:30] that is necessary in this world if you want to be at a certain level and grow beyond that level.

John: Totally, and one of the things we were talking a lot about-

Chris: well first of all, you know, we’re going to be working with  salon owners that are responsible for more than just themselves. You know, so now I’ve got five, 10, 15, 20 25 a hundred people inside of my group and now I’ve got to storytell and I want to go back to that because I can hear some [00:10:00] hairdressers, you know, storytelling or what does that mean? And I know some of you are really savvy or listening to you get it. But some of you are kind of like, that feels vague. And so, you know, how is storytelling important? You know, if I’m a salon, why is it important and how can I do that? Um, and still like do all the other stuff that I’m supposed to be doing all the time. So, you know, how do I work in[00:10:30] storytelling and why is it important?

Amber: So I think that, because hairstylists specifically are in it every day and you know, they’re doing it every day. They forget how interesting and cool it is, you know, the average client or fan or you know, even influencer, they don’t know what goes on in the hair salons. And [00:11:00] you know, like me or like so many of our employees that just started out, you know, as a part time front desk person, when you start to see what’s going on in the salon from, you know, the creative side, but the science side-

Chris Sulimay: The mixing-

Amber Burns:  Like I’m a nerd-

Chris Sulimay: What’s happening [inaudible].

Amber Burns:  Yeah, I’m a nerd and like I, I’m not licensed. I never went to cosmetology school, but I can formulate because I nerded out on that. Because when you see those things happening and [00:11:30] listening to, you know, different people’s perspective on, oh well how am I going to achieve that look? Or you know, what would you use? There’s so much that goes into it that clients, for the longest time we wanted to keep the blinders on that, right? Like the swan effect or- is it the swan effect?- Whereas like he looked graceful [crosstalk] but go in like a crazy person. But I think in this day and age we’ve been overexposed to the swan effect-

Chris: Totally.

Amber: And it’s just not realistic.

[00:12:00] Amber:  It’s not realistic that that model on the billboard whose hair’s so perfectly laid and like smooth and all that’s not realistic because hey, well it’s probably a wig or something, but be like, the average woman doesn’t necessarily have time to go and get her hair professionally blown out three times a week. You know, like, she doesn’t have time to do all of that. So she wants to know how I can really do that in real life with three kids and a husband and PTA and a social [00:12:30] life. So just little things like you know, tips and tricks, how you get volume from third day hair, what you do when you know a color correction comes in and this woman has box color on their hair and stuff like that. Like the peak behind the blinders I think is so special and it really gives you a point of differentiation in a world of like swan effect.

Chris:Yeah.

John: Yeah. I want to touch base on that a little bit. You know like Chris I’ve been [00:13:00] in the industry for a long time. I think one of the things that I really noticed a huge change in  is we don’t keep secrets anymore. Some of us [crosstalk] try, oh you know, let’s say that too-

Chris: Still trying.

John: Give it up.

Chris: Give it up

Amber: Stop! [laughter]

John: But when I look at stuff on, you know, Instagram, and I look on stuff on facebook, I look at our own stuff. People are giving things away: Knowledge, experience, technique, where before It’s like… You know I have a special foiling technique and I invented it myself.

[00:13:30] Chris Sulimay:  Right.

John: You know, and I’m not sharing it with anybody [crosstalk] that is so done with. Talk about that a little bit Amber.

Amber: Totally. Yeah. I mean, and that was, that was a struggle I think for us when people were really first starting to, even earlier this year when people were really starting to engage on their own social channels, secrets don’t make friends. [00:14:00] Secrets don’t make friends and in the larger scheme of things like social media was created for us to be social. So it wasn’t just created for us to put out, you know, beautiful images and content and be like, oh, this is mine. I invented this. And that’s all.

Chris Sulimay: Right.

Amber Burns: So it only makes sense.

Chris Sulimay: So silly.

Amber Burns:  Yeah. It only makes sense that sharing knowledge, sharing tricks, sharing failures. Like those things are everyday things that we all deal with whether we want to admit it or not. And I know that, I mean it is still a struggle because you do, it’s intimidating to see all of these, you know, perfectly curated instagram feeds and things like that. But we all know that there are so many failures behind like every success. So opening the doors a little bit or opening the curtains to that I think is, I think that’s something that people really need to get on if you’re not already on.

[00:15:00] John: And tell me if this makes sense from, you know, picking up what you’ve just said, those failures, that behind the scene stuff, the truth, the non secrets. I’m going to assume that tells a better story.

Amber: [incomprehensible]. I mean it’s more realistic, you know, like fairy tales are great and we all, you know, love Disney for them, but it’s just not real life. And you know, it started a few years ago with the hashtag “no filter”. You know, like we [00:15:30] for so long we were obsessed with using all of these crazy filters and oh, my picture looks so much better because I did this. But in essence, the idea of no filter was, you know, showing someone’s true self.

Chris: Yeah. It’s funny. And this conversation sort of evolved,you know, it’s sort of evolving more into social media, but it’s interesting because this effect I first noticed when I was, you know, a technical director, you know, with the hair product manufacturer and I was reaching out to people who used to be super [00:16:00] excited when a company reached out to them. You know, hey, I’ve heard that’s -how we use [inaudible] people- I heard about your work. I didn’t get a chance to see it-

John: Right.

Chris: Cause instagram actually was just really being used.

Amber: Right.

Chris: I’ve heard your grade dah, dah, dah…  I go to their instagram feed, I’d make sure they just weren’t drunk in every picture. You know what I mean? But they didn’t have to expose too much, you know, we were still using it family and how much do I, [00:16:30] you know, there was the big conversation around how much do I expose my personal versus professional. And I think since we’ve evolved through that and we understand now as professionals, like there’s a way to curate and there’s a way to do certain things. I’m even finding myself as a consumer of content starting to shy away from something that’s too perfect. Again [crosstalk]

Amber: 100 percent-

Chris: [incomprehensible] her feels commercial-

Amber:100 percent-

Chris: The ones that I love, I’ve commented on somebody today, [00:17:00] I wish I could bring it to top of mind because it was really good and I would give you a shout out, but somebody sharing, you know, one of their pic taking failures and I think what we’re talking about here, you know, to bring it back like around to the conversation they will, we’re talking about here is like if you’re not doing something to market and storytell the goings on inside of your business, nobody’s going to know about it other than the people who maybe are sitting in your chair who still don’t [00:17:30] really know what’s going on in the back room. And what we’re finding is the more transparent we become in telling, not a fake story, but our true life story that we live, we live our core values as a company, right? We fall down, we all do, right. What we strive for them.,you know, we live all of the training that we do, we fall down, but we strive for it. I would almost argue it’s the, it’s the, yes, it’s that, what’s the name of-

[00:18:00] John: That’s “Hair” by Amy B.

Chris: “Hair” by Amy B, I love this post you made this morning where you shared a little bit about using video and screenshotted, and how to get like a true life pic. So Hair by Amy B. , shout out, if you’re listening to this, go find her page and maybe go find the post that I’m talking about and, but I would argue that it’s, it’s clients connect better when they like feel like they know you a little bit more.

Amber: Yeah, totally. And I think, you[00:18:30] know, this has gone super social and this conversation, but just to bring it back to marketing as a whole, when you look at even, you know, when we say traditional marketing-

Chris: Yes. Like the salon menu-

Amber: And what trends have come and gone salon menus, but even think about like the age of celebrity endorsements. You know, we bought stuff because that WWF wrestler said that it was the best and that was cool and [00:19:00] popping and we were like, yeah, we need that. Then people were like, wait a minute, these celebrities are just getting paid for this[crosstalk]

Chris: She’s not even wearing that hair color on her hair well that’s a wig.

Amber: We got smarter as consumers. So, and that’s kind of, you know, a trend that’s happened. Like even beyond just social media like Groupon right now and Tiffany Haddish. Tiffany Haddish is a hot mess and I love her so much like, [00:19:30] and she’s talking about Groupon, we all know she’s making bank. She’s blown up on the scene, like she’s in all of these movies and blah, blah blah. But she’s on Groupon because she’s relatable. And Groupon was like, you know what, this person, even though she may or may not be using Groupon, she’s relatable and she can be, and she’s been frank with people in interviews about using discounts service.

Chris: [crosstalk] So you’re talking about being relatable. So as a salon, how do I translate that? So you know, let’s say you’re not one of the few salons that were early adopters and figured this out, we know who those salons are, right? But I’m somebody who wants, and I don’t even want to get to that, I want to get somewhere between here and there. How do I start to story tell that, what are some basic, like if I’m just starting some basic things that I need to start to do
[00:20:30] and this can be traditional and social, like I’ve never really done salon marketing. What are some things that we’re seeing that are working right now? We think its social media. We’re huge advocates of it. Yeah.


Amber: Obviously social is huge. And what’s so great about it is that it’s, not something that when you’re just starting off, you don’t have to go straight to a huge budget and hiring an agency or whatever to do that-


Chris: In fact don’t do that.


Amber: In fact, don’t do that. Yeah. Not when you’re just starting this is [00:21:00] silly. But I mean first and foremost, just documentation. Like start documenting everything that you do. Take pictures, take way too many pictures, take videos. You’ll go back and look at them later on that night and say, oh my gosh, that’s terrible. Kind of like you know, our girl [Incomprehensible]. But document everything because you never know who needs that information.And then emulate, [00:21:30] you know, just like we were talking about with techniques and things like that, no one invented this stuff on their own. It’s such, just a, journey of, taking losses and winning and all of that stuff. So, emulate what you see that you like that you think could work for you. And don’t be afraid to fail. Like our strategy changes regularly.
[00:22:00] And that’s good because consumers change, consumer needs change, things that people relate to. Trending topics-


Chris: [Crosstalk] additional things. So we do, we change our strategy regularly. But are there some foundational things that I should keep in mind like, are there, some, maybe foundational marketing pieces or strategies.


Amber: Yeah, yeah. So, obviously social is going to be a huge piece, but then just think digital in general. Yeah. Facebook and [00:22:30] Instagram are great tools, but like Google is still running the world. So, control your Google presence, understand what it means to be present on Google, understand SEO, all of the information. I mean like I said, I have a public relations degree, but some of those things that, I mean, things that you learn in college or in classes and things like that.


Chris: [Incomprehensible]
Amber: Exactly. And things change [00:23:00] every day. But what’s great about it is all the information is there. It’s just a matter of researching it and you know, nerding out on it. I think your digital presence is huge. Understanding that just like we know consumers want to relate to people and consumers want to feel like, you know, not just the salon brands themselves by that those stylists are relatable and that they’re touchable. They trust people, people trust people. So understanding your directory listings,knowing that Yelp, [00:23:30] that beauty and hair salons is one of the number one search terms on Yelp and knowing what you can do to better use yelp, not just as a place to host your reviews, but as a business marketing tool, knowing what that looks like.


John: And we’re talking a little bit about this, one of the things that we hear often from, salon staff and from managers and from everybody in between. I don’t have time for that, or I just
[00:24:00] don’t have time. I can’t be on Instagram all day. I can’t be on Facebook. I can’t get any of this done. And the other, I think that’s one roadblock people have is I don’t have time for it. The other roadblock I think many people have, and I’m a victim of this myself, is it’s got be perfect. Right?


Amber: Yeah!


John: Right?


Amber: Yeah, yeah.


John: Oh, maybe that’s the still the hairdresser in me, right? where it’s got to be perfect. You know it’s got, my works and maybe there’s little bit of self-doubt that creeps in there.


Chris: Absolutely.


Amber: Totally.


John: My work’s not good enough to [00:24:30] put on Instagram. My work’s not good enough for this. So, one, A, I don’t have time and B, it ain’t that good.


Amber: So yeah, no, and I’ve totally been a victim of B as well. Everyone knows that- within these walls, at least – that I do have a perfectionist mindset when it comes to imagery or even like [incomprehnsible] type going out and things like that. And there’s something to be said. They’re like, yes, you should think about those things. But again, like


Chris: You got to start.

Amber: you will get, yeah. [00:25:00] Paralysis by analysis. Yeah. Like don’t overthink it because at the end of the day, the algorithm is only feeding your content to maybe 10% of your following. Yeah. So, even if your picture does end up sucking, only 10% of the people that know you are going to see it. And you can post a great one tomorrow and they’ll forget about it because we’re inundated and we all have ADD like it’s fine. And then on the first point that you made about not having time, [00:25:30] okay, nobody has time, nobody has time in this industry. In small businesses in general, everyone’s wearing a dozen hats, like period point blank. But we all have the same amount of hours in our day as Kris Jenner. Okay? Let’s just think about that for a second. And you have to just baby step it out. You know, whatever your mechanism to the madness, whether you’re using sticky notes [00:26:00] everywhere or Asana or some sort of team function.


Chris: Well actually, [Crosstalk] so give us one or two, you know, if we’re talking about curating social content right now and you know, I am one of those people, who, and by the way, go back and listen to our other podcasts with hair by Sereto also because she showed some great social tips as well. But, what are a couple of tools that you really like as far as to help schedule and things like that since I know that’ll come up.


[00:26:30] Amber: So specifically for scheduling social or my life?


Chris: Socially, maybe both.


Amber: Maybe?


Chris: Maybe both, maybe time management and then, but then social.


Amber: So, time management. I love Asana.


Chris: I know John, you’re a huge fan of Asana as well you just got on that.


Amber: I love Asana and I also love Trello just because-


Chris: [Incomprehensible] Trello


Amber: Yeah, Trello is helpful when it’s not just like a [00:27:00] mark something off the to do list when there are multiple steps to like, okay, I’ve reached out to these people. I need to follow up with these people. I need to, these are done being able to move them to the done category. That’s great too. So I, love both of those as far as a social scheduling and curating. We right now have been using Buffer for a while. Which is great. You can have team members, you’re going to have tons of social accounts on there. They, [00:27:30] fully integrate with any of the platforms that you’re already using. And they also have great analytics. I do personally say that over third party apps. I always want to go to the source for my analytics. So, I’m going to look at my business Facebook analytics over my Buffer Facebook analytics but Buffer is a great one.  As far as like planning out the look, I [00:28:00] personally like Unum. Some people use Planally, but either of those are really great for, just like curating your grid and figuring out what your aesthetic is and playing with that. But just don’t get lost in it. You know, celebrate the small wins and know that like, there’s never enough time, there’s never enough time, but if you dedicate literally put on your calendar to dedicate an [00:28:30] hour a week, to your Yelp profile, making sure that the images there are updated, that is not just user generated images or is not just that one client that got a little angry about her hair not turning out like her pinterest picture with filters that she brought in. Making sure that your imagery is up to date. They are there, that you’re responding to any and all messages, reviews, all of that stuff. It’s really, when you look at it big picture, [00:29:00] it seems super overwhelming and like there’s never enough time, but when you break it down into small pieces, you can do it. You just have to schedule it out.


Brian: Let me answer that question and thank you for that. If I’m working for a company, right? I’m a stylist working in a salon, one of our salons, you know, we got 130 stylist. You know, one of the questions that might pop up from time to time is: well, the company is doing such a great job with social media posts, posting stuff on Facebook and posting stuff on Instagram. Why do I need to have my own [00:29:30] Instagram page? Because if you’re doing it for me, Amber. If you’re doing it for me Amber-


Chris: If you’re an owner, like gone are the days when you know, it used to be, you’re the owner, you handle of that and now it’s, I mean, we’re in a big company of hairdressers. We now give our stylists encouragement to curate their own brand. Like we can no longer put a lid on that. It would be inauthentic. It’s not the [00:30:00] way to go anymore.


Brian: But for some styles. I don’t have the time. The company’s doing it anyway. Right. Why do I need to do it.


Amber: Well, so it’s interesting from like both dynamics from a salon owner and then also from a stylist. So, from a salon owner, I can remember having this conversation with Brian where he was like, is it safe for us to push them to market because what if they leave? What if they go to a booth? Blah, blah, blah. But you know what? Like, this is the world that we live in. And [00:30:30] people trust people. People Trust people a heck of a lot more than they trust brands. And for a stylist, if you’re not doing it on your own, then what are you saying about yourself to your potential clients, to your current clients? Because they’re being exposed to other individuals perhaps  but they don’t see yours. So like, and it’s so interesting when we do shout outs and post specifically our stylists, you know, not just their work but [00:31:00] their faces and their lives and tell their story. Those are always the biggest engagement pieces. I mean the big, even if it’s not in the salon context. Because people love people and they trust people more so than they do corporations, brands, whatever. But as a stylist It’s no longer an option to depend on someone else to tell your story or tell your brand. Because that’s the world that we live in. [00:31:30] We’re inundated with individuals and I think that it’s really great that it is that way because while all of our stylists obviously are with us for a reason, they aligned with our values. You know, they love this company and they’ve been with us for years. At the same time, everyone has their own little sparkle, you know, like everyone has, and I don’t even mean like a niche. Like, Oh, I’m just a boss-


Chris: No, your clients come to you for, [00:32:00]  because you are you.


Amber: Absolutely I mean, the reason clients continue to come to us is not the hair. Yeah. You got to do hair, but that’s like a baseline. That’s just a checkbox.


Chris: Yeah, that’s not necessity that’s the [Incomprehensible]

Amber: Like how you make me feel the way that you made me laugh. The advice you give me are the stories that we share in all of those things. That’s all a part of someone’s brand. And why would you not want to tell that brand story on a platform that [00:32:30] touches so many more people than you know, that eight to 10 clients that might be coming in your chair.


John: Right. Because the important part there is that if you’re not telling your story, okay, but there are 5,000 other people out there telling theirs, Guess what?


Chris: That’s right.


John: They look way more interesting than you do right now right?


Chris: That’s the truth.


John: And if you’re not giving me the love and the attention that I expect from our relationship, you know I may start go looking.


Chris: It’s the truth. This is such an impactful, powerful topic. [00:33:00] We’re going to, start to wrap this one up because we’ll be here for, yeah, [Crosstalk] but before I do, I guess I want to ask Amber, you know, on this topic and anything we covered today, any kind of final words, just on your mind, you want to say to salons about marketing, about, social, anything we talked about or just some final words that you think are really important.


Amber: Final words. Well, you know, we’re coming to a close of the year, [00:33:30] so it’s that just like, by nature, it’s time for us to, think about what we want and what we need. Evaluate and plan. Evaluate and plan. Look at what you’ve done this year. Look at what’s worked, look at what hasn’t. Look at those random sticky notes that you put up that maybe you never got to and just set yourself small goals and celebrate the victories, the small ones when you get them. Because I  [00:34:00] mean, life is hard. We should definitely be celebrating all of the small wins.


Chris: That was awesome. Amber. Hey, John, any final thoughts on your part?


John: No, you know, I have to say that I’m, really appreciative of amber coming in today. Thank you. I learned a lot. You know, I think that we kind of forget what I liked. My favorite part is the storytelling. You know, we forget that that’s in the end, natural marketing is right and if we’re not telling our own story and we’re not telling it in an authentic manner and we’re not telling it in a way that helps people connect [00:32:30] with us. Yeah. They know that’s what marketing is. Yeah. We need all need to get better at it.


Chris: Yeah, it’s true.


Amber: And with an intention. With an intention.


Chris: Well you saying that puts the icing on the cake of every single time we sit down with people from the inside of the Salon one 24 group. One of the things that we are very intentional, we’re very purposeful we all operate differently and similarly, but all are [00:35:00] living in striving for those core values. So it’s always coming back to understanding you, your brand vision.And then tell that story. Don’t tell our stories. Don’t tell the one, don’t look at ambers page, don’t look at, Salon 124 groups page and go, I want to be like that. Maybe be inspired by that, but, what’s, your story? And that, you know, in essence is what marketing is. And I learned that, I’ll tell you, I shout them out a lot, but you know, working with the [00:35:30] marketing team that I worked at with at living proof. It became apparent really fast that they were going to sell around me, right? Based on the fact that they understood how to get the attention of their consumer. And I guess I just want to say, you know, your clients, you know the people that come in. And so what I’ve learned about marketing from them and from people like Amber and from people, [00:36:00] like that I worked with [Incomprehensible] and things like that is, they already know who I am. Right. But, as far as your clients in the salon, they already know who you are. But what we’re doing is we’re sharing more details with them. So ask yourself inside of your marketing, like, is this what I’m doing? Going to be adding value to my client?


Amber: Yes.


Chris: You know.


Amber: everything you do should inspire, educate, or delight.


Chris: right.

Amber: Just make me  [00:36:30] happy. Give me some inspiration, teach me something, and there is value in it.


Chris: Fantastic! So we want to thank you for listening to this episode of shop talk brought to you by 124Go. If you enjoyed it, please click that subscribe button and check us out on Instagram. It’s at 124.go


John: Correct


Chris: And if you enjoyed this podcast and listen, please screenshot that for us and share it in your Instagram stories. Tag Us, and we’ll do the same for you. Until [00:37:00] next time.


John: Don’t forget.


Chris: What am I forgetting?


John: We’re forgetting that you got to write us a wicked nice review on [Crosstalk]


Amber: There you go, yeah. A review because people trust people and if you love us and your friends will love us.


John: A wicked nice review.


Chris: Wicked nice, you heard it. So, thanks again for listening. We look forward to catching you on another time peace out.