How does it feel to be the winner of the Excellence in Marketing award?
Woohoo!! I am beyond excited I get to put lashes on the map of the hair and beauty industry of New Zealand. I put a lot of work into writing the content and designing my entry, so I am really honoured to see all that hard work being recognized.
What is your marketing philosophy?
It is not WHAT you are selling, but WHO you are selling to. Make sure your message is clear and targets a specific group or audience.
It is such a fast-paced world we live in, and people are often very forgetful, therefore you should always stay front of mind, and never stop entertaining and educating your audiences. Once you have built the connection with your audiences then you can pretty much sell anything successfully.
What drives you to continue to improve and better your marketing?
My goal is to open more locations throughout Auckland. So in order to achieve this, I need to keep my stylists’ columns full and recruit more team members.
I make sure we get the best return on investment for what we spend on marketing. In the past few years, I was focusing on digital marketing with Facebook ads; which returned amazing results and was extremely cost effective. This year I started working on our Google Ads to ensure that our websites always show up at the top of search results.
If you don’t continue to better yourself, you will go backwards by default as your competitor’s catchup, so it’s always in my best interest to keep growing my business. That way I can stay in front of the lash game!
How would you describe your brand?
The Cerise brand represents care and quality. We are friendly and flexible, and we always give 110% to our clients. Our team of lash artists love to wow our clients and exceed their expectations each and every time, but at the end of the day it’s their lash health that’s most important to us. We care for their lashes and will only offer what is safest.
How would you describe your clients?
Our lash clients are women between the age of 25 to 55 with disposable income, who enjoy the convenience of looking polished 24/7 without having to spend extra time on makeup every morning. They are after quality and prefer the finer things in life, hence they choose Cerise because they understand that their lash health is our utmost priority.
How have you tailored your business to your target audience?
We have 2 target audiences – lash clients (B2C) and lash artists (B2B)
For our lash clients, we charge by time and have different price points based on the experience level of our lash artists, which helps to cater to a wider market. We can offer our clients a shorter appointment or stretch out their next appointment if finance is an issue at the time. This resonates with the care and flexibility represented by our Cerise brand.
As for our lash artists, our unique business model, Cerise Enterprise, aims to attract those who want a successful and stress free lash business working within a tight-knit team of like-minded people. Cerise will run and manage their business for them by taking care of their marketing, bookings, admin, products; so our team can focus on creating beautiful lashes, earning better income while enjoying better work life balance. This way we can attract and retain the best lash artists in the industry within our team and continue delivering quality services to our clients.
Having both our B2C and B2B marketing covered works extremely well for bringing in leads for my lash businesses and they cross promote one another.
What is your favourite marketing channel and why?
Definitely Facebook is my favourite, it is so powerful and dynamic. Facebook wants their users to have a great experience while spending time on their platform, so they will only push content out to their users on topics that interest them. For marketers like myself, I know my ads are going to the right places and are seen by the right people. This means the cost will be lower and my ads far more effective. If you get both the creative and technical sides set up right – BAM! Magic happens, and we have between 20 - 30+ messages coming through on FB on a daily basis, and 40+ a day during peak season.
You can easily set your ads up in your Facebook Ads Manager and forget about them, we have ads running every day ranging from $1 to $3 a day. I love Facebook marketing so much that next year I am teaching salon owners how to create the same results for their salons as well!
What would you say to someone considering entering The Industry Awards next year?
Definitely do it! It definitely helps you work on your brand and have a deeper understanding of your target audience. Everything just seems more crystal clear by sitting down and answering those questions, it really helps you reflect on what you’ve done for your business, and how to move it forward.
To learn more about Elisia’s lash businesses, training and coaching visit www.lash.co.nz