Congratulations! You have signed a lease and you’re ready to get going.
After you sign a lease, you will have some time before construction starts. While you are waiting for construction to begin, there are some things you can do to get started. The following are tasks you will need to complete now that you have signed a lease.
Phenix Salon Suites has created a comprehensive portal that includes documents and news and information for Phenix Salon Suites. Most importantly, this is where you will manage your account and your location including updating salon professionals once you are in construction.
Please contact Sherrie Wilson at firstname.lastname@example.org to get set up with your portal login.
The first step in opening your location is to inform everyone that you have a location.
Please CLICK HERE to fill out the NEW LOCATION FORM. This will allow the corporate office to add your location to the web site.
We will also assign your profile in our portal to your location so you can manage the location.
Phenix Salon Suites provides local web sites for your business. Per the franchise agreement, you must use the Phenix approved web site designs. This is because we have invested thousands into the brand and we want to keep the brand consistency online.
The details for the local web sites can be found by clicking here.
You're in Construction
You have made it to the next phase. You are now in construction and you are moving toward opening your location! The following are marketing steps you can take during this phase.
As soon as construction begins, install a “Coming Soon Sign.” You will want to use the sample sign that is in the franchise portal capitalizing on CBS and the UNDERCOVER BOSS with a picture of Gina.
The sign should include your. phone number so people can call and pre-lease.
CLICK HERE for the sign template
Post on craigslist in your market every Sunday or Monday. These are the best days to post. There is a sample craigslist posting in the franchise portal. Be sure to incorporate the high resolution interior and suite photos in the post.
CLICK HERE for Craigslist Posting information.
In the first phase, you set up your Facebook Business Page. Now, it’s time for you to use the account and market your business.
During the construction phase, you need to add posts and add photos of the progress of your construction. For lifestyle professionals who are pre-leasing, this is a great to get them excited as they see the progress.
You can also start creating posts and boosting them to reach more people for pre-leasing.
Learn More about boosting posts and marketing via Facebook here.
Start your post-card mailing right away. In the Franchise Portal, you have several types of marketing post-cards that you can use. Start with “Coming Soon” then move to “Suites Available” and “Now Open” to “Grand Opening.” Obtain a list of licensed salon professionals from the State Board of Cosmetology. Start by mailing several thousand cards every two weeks within a 10-15 mile radius of your location and expand or detract the radius based on results. Please keep in mind many salon professionals do not live next to the salon they are located. You will want to continue your mailing and be very consistent during the first year until you achieve your occupancy rate.
There are usually several “Salon Supply Stores” in markets. These are the stores that sell directly to licensed cosmetologists. You will want to visit these locations and develop a relationship. Visit the supply stores in the afternoon as mornings are usually busy.
CLICK HERE to learn more about Supply Houses.
Ongoing Marketing Strategies
The following are additional marketing strategies and outlines for ways to increase your visibility and get more tenants.
There are sample advertorials in the franchise portal. Once your location is open and operating you can seek out a magazine in your market and pay to have a professional article with pictures done for your location. An advertorial combined with a Grand Opening is a great idea to help promote the location and your Salon Professionals.
For your Grand Opening event, contact all local news networks and any new resource to get free press on your Grand Opening. If Gina is coming to your Grand Opening, you can take advantage of her being on CBS, HSN and other TV shows to get media coverage. Also, contact Radio Stations in your area that might be able to help promote the event or even do a live remote from your Grand Opening event.
Get involved with your Community with Events, Network Groups, Charities and other platforms. This allows you to discuss your business and promote your location. Remember that just about everyone gets their hair or beauty services done somewhere.
Visit your local supply stores and surf the internet to find out what education events are in your area for Salon Professionals. You can sign up for the education classes and attend if they are “Look and Learn” classes and not hands on. During the education events you can mingle and talk with other Salon Professionals letting them know you are the managing partner for Phenix Salon Suites and education is important to you and to Phenix which is why you came to observe today.
You can host an “Education Class” at your location. You can host a small education class inside a double or triple suite. You will want to schedule the class about 8-12 weeks out and usually on a Monday. You can create Poster, Flyers and advertise the class to all Salon Professionals in your market via direct mail, social media, etc… You will want to offer the class for FREE to all Salon Professionals in your location but charge a small fee ($25-$35) to any outside Salon Professional. You will want to host the event and provide some refreshments to start and then perhaps cater a lunch. The food keeps the professionals at your location talking and mingling after the class. These types of events gets other Salon Professionals into your location to visit and perhaps become potential licensees. You can contact Corporate to see what education companies we have relationships with and the cost to bring education to your location.
You can use your car or even get a Truck or Van wrapped for advertising the Phenix Salon Suites Location in your market. You can also park the Trucks and Cars in different parking lots and near Salons and Competitors while you are shopping or dining in that area. This are great for branding and for any community events in your area.
Visit all the local coffee shops in your area. You will want to go in around 2PM and order a Coffee and create some small talk with the staff and manager. Get to know their names and start to build relationships. The third time you visit, bring in a Post Card, or Gina Invitation and see if you can post on the board. During this visit bring a few cans of Gina’s Hair Spray as a Free Gift and really build up the brand and Gina via CBS UNDERCOVER BOSS and any other appearances. If you are planning on a Grand Opening be sure to invite the Staff and Manager to the Grand Opening. You can let them know that you have a referral program for anyone looking for a “Retail Space” to run their own business. Hair Stylists, Tattoo Artists, Chiropractors, Retailers (Smile Direct Example) and others.
Look for any Hair Shows that are going on in your market. You can visit the shows and pass out Cards and Invitations to Salon Professionals. You can also get a Booth and do a drawing for a Trip or “Win a Suite for a Year” and have everyone that enters agree to be contacted. You can contact each Salon Professional that did not win and let them know they are receiving a consolation prize of 6 or 8 weeks of free rent to open their business. Be sure to do something larger than the normal free week promotion. You can also contact this list for Grand Opening Events, Open Houses and Education Events. You can also send a text message thanking them for stopping by the Phenix Salon Suites booth with a link to the Suite tour Video and or Testimonial Videos.
You can visit VIGARO, STYLE SEAT and any other online scheduling website to find Salon Professionals in your market. You can also visit competitor Websites and any Booth Rent Salon Website. This will give you contact information to target these professionals directly for Suite Tours, Open Houses, Grand Openings, Education Events, etc..
You must have a referral program and give CASH. Do not give free weeks or rent. “Cash is King” and give right away. $100 referral fees are what we suggest but you can use any amount you want.
Congrats! You are open and ready for the next phase. By this time, you were hopefully able to pre-lease most of your suites. During this phase, you are looking to fill the entire suites and you need to really get your name out there.
Once your location is open, start mailing out the “Gina Invitations” that invite salon professionals to your location for a tour. Use the Invitations for Open Houses, Grand Openings, and other events. These should be “Hand Written” with no return address on the envelope. The invitations are a good task for your receptionists to address 50 per day. You will want to mail out at least 250 per week.
CLICK HERE for the mailer template
Every Sunday mid-day or Monday’s during the day, hold a “Meet & Greet” at your location during Construction. You can blow up the space plan, get it laminated and put it on the wall. The layout should be quite large, about the size of a TV, so the suites look very big. DO NOT LIST THE SQUARE FOOTAGE ON THE PLAN. Have some refreshments available, and you can also bring in a monitor to play the “Suite Tour Video” or other Phenix Salon Suites Video. Select a few pictures of the interior and suites and have those blown up and placed on poster boards. You can set up a few of these on easels to display what other Salon Professionals have done and how the location will appear. You can also set these up in some of the empty suites that are available once you open.
Set up your Facebook and Instagram accounts. You will want to advertise and boost your post throughout the month. Be sure to share and re-post information from
the Phenix Salon Suites Corporate Facebook page. There are companies such as NEEDLES.COM and GOCLIENTFIRE.COM and LETSGETNOTICED.COM that can help promote your Facebook and Instagram accounts, creating targeted ads. You can create ads that take advantage of the media exposure such as “As Seen on CBS UNDERCOVER BOSS,” HSN, TV, etc.. You can also use the testimonial videos that have been created to promote on your Facebook platform. Once your location is set up and running use Social Media to promote your Salon Professionals and their work.
You can create a “Gift Basket” with several Tools and Products from the “by Gina” line. Visit several local businesses such as Florist shops and see if you can put the Gift Basket at the Counter with a Sign “Enter to win over $1000 in Professional Styling Products as seen on HSN or Sephora, and other retailers”. Create a drop box and a form that the customer will complete. On the form ask for their Name and Phone number and the name of their “Stylists” and Stylists phone number. You will be giving away a Gift Basket to them along with a matching gift basket to their Stylists. You can select the winner and have the winner and the stylists come down to the Salon to select the Gift Basket. Ask permission to take a photo, and you can promote the Stylists even if they are not at your location. You can also do calls for consolation prizes and invite the Customer and their Stylists to come down for the wet line (Shampoo, Conditioner and Hair Spray). You can drop information in the “by Gina / Phenix” bag regarding the property. You can do these at many locations around town and in your community. Ask each Customer and Stylist if they would like to tour your site and give them a tour be sure to show the Gina Suite Tour Video. You want that customer leaving talking about Phenix and getting excited. They will ultimately relay the information to their Stylists.
Once your location is at least 75% occupied or close to it, host a Grand Opening. Please refer to the Grand Opening information in the franchise portal. You will want to see if Phenix Founder Gina Rivera is available for your Grand Opening event. This can help with the promotion of the event and will help generate excitement.