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To Twitter or not to Twitter?

The Chapel has a Twitter account although Toby is dubious about it as he says a lot of customers complain about how annoying it is – which is something he definitely does not want.

But Danya thinks it’s important to keep those updated who want to be, and is focusing on increasing his followers by linking through to Facebook. So why not give it a try and decide for yourself?

Danya spent time uploading content

before it went live but now updates it regularly with events, training courses, offers and new products. He adds: “The main benefit is getting

our brand out there and making people aware of Capital. Most of our fans are between 18 and 24 and it’s their main way of consuming media, so it’s important to be seen on social networking sites.”

Online booking

With a surge in social networkers the future of online bookings is booming. Last year clients of i-salon™

integrity

software did £1.9million worth of bookings online and they’re set to hit £4million this year. This equates to an average £2,000 worth of bookings per year for every client. AND £6,5000 worth of bookings were made on New Year’s Eve, which may have been lost otherwise.

Figures courtesy of i-salon™ integrity software

ADDING THAT LITTLE EXTRA

By far the biggest advantage that comes with online is versatility and the ability to offer more. Salons across the country are already doing it with websites giving prices, opening times and pictures of the team – London salon Webster Whiteman’s team members each have their own hilarious alter ego on the site, which adds to and reflects the open, friendly nature of the salon. Others are taking it even further. Toby has a website which he uses

to publicise, among other things, The Chapel’s awards and training. It’s also where you will find his recently launched online magazine and blog, but already he’s looking into more; with the possible launch of his own tailored iPhone app. But while Russell Eaton and many other

salons utilise online resources to publicise exclusive offers Toby refuses to discount the original product. He says: “It’s more about adding to the

experience. We’ve done a deal with a local restaurant so when people come in

Profile

Account

we can offer free lunch. It costs us just £10, and they quite often come in with a friend, which is even better for us. “In the online mag we do have other

businesses who offer prizes in return for appearing – one was for £1,500, but that doesn’t reduce the worth of our product. I believe our clients don’t get this service elsewhere; we add value.” Don’t just take Toby’s word for it; this

year his Tunbridge Wells salon has seen a 10 percent growth, while there has been a 50 percent growth in the business in Islington. Toby says: “We’ve added a lot to our

costs but we’ve grown in a recessionary market, so when we come out on the other side we should be able to grow even more.” With so many technologies emerging

everyday the opportunities are endless. Stuart has a YouTube channel called Stuart Holmes TV where he puts up blow-drying demos and tutorials for different styles and just about anything else he thinks his clients might be interested in. “We’re very ad hoc. We held a client

night a short while ago and we recorded it and put it on YouTube. Then we put a link to it at the bottom of our emails.” And emails are something everyone

can use to add that little bit more. During the bad weather at the beginning of the year Stuart was forced to close the salon, so he sent an email to all of his clients. >>

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