What does it take to build a brand that will stand the test of time?
Sports organizations like the NFL and Real Madrid C.F. know how to do it and do it well.
The NFL has been around for almost 100 years. During the 2014-2015 NFL season the average attendance was between 52,000 – 90,000 a game. Last year Odell Beckham Jr.’s one handed end zone catch in the game against the Dallas Cowboys got over 36,000 likes on Instagram. In May the first day of the NFL Draft drew 7 million viewers.
In 2009, along with world wide news coverage, 80,000 fans filled the stadium as Real Madrid welcomed Cristiano Ronaldo to the team. The average fan attendance for the 2014-2015 season was 73,000. Today Cristiano Ronaldo has over 37 million Twitter followers, making him one of the most popular athletes in the world of social media.
Why are they so successful?
Because they understand the importance of building long-lasting relationships with their fans. Loyal fans are what will give brands longevity.
The NFL and Real Madrid C.F. use social media to increase their fan experience. By providing quality/exclusive content and entertainment, they build the connection to their fans and gain new ones. By engaging/interacting with them and allowing them to share their enthusiasm – they give fans a voice.
It’s a unique relationship – people feel a deep sense of loyalty to sports team.
We see the same relationships in our industry.
Our clients not only have a loyalty to the salon but to their stylist as well. It’s a unique and personal relationship – one built on trust. Once that trust is established, it grows from there.
I’m not only a hair stylist but also a friend and confidante. It starts with hair/fashion and grows from there. I get to help my clients experiment with their hair and find a look that is unique to them. You can’t get anymore personal than that.
At my salons – we focus on providing our clients not only with a great hairstyle but also with a great experience. We appreciate and love them and want them to leave our chair looking and feeling amazing. Our goal is to turn a $100 service into a $500 experience, every single visit.
Our clients walk into the salon and get greeted with a smile and a hello. Our receptionists are attentive to their needs, offering them something to drink. From the moment they walk into our salon it’s all about them.
Here are some other ways you can help create and build long-lasting relationships with your clients.
Inform: It’s important to educate your clients on different styles, trends, products and services. This is a great way of staying connected with them between appointments. It also establishes you as a source for hair, beauty and fashion knowledge.
Reward: This is a great way to show your clients how much you love and appreciate them. It’s also a great way to attract new clients too. At our shops we have a points program and run special promotions as a way of rewarding our clients for their loyalty.
Connect: In order to create a strong and lasting relationship with your clients, they have to feel that they are apart of your brand. They need to feel a connection with it.
Sharing unique and exclusive content is a way of achieving this. We love showing our clients what goes on behind the scenes at our salons and post photos of us hanging out at the salon. It offers a personal touch.
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