Industry News

Appointing a Digital Director to Your Salon

Lauren Salapatek | November 14, 2013 | 1:55 PM

Appointing a Digital Director to Your SalonDo you want to be an innovator or a laggard? You better decide because your future depends on it, says Patrick McIvor, Artistic & TechniCulture Director for Goldwell and KMS California. As a social media guru, McIvor believes that those who adopt social media early benefit more than those that lag behind.

McIvor refers to the Diffusion of Innovations theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. Everett Rogers, a professor of communication studies, popularized the theory in his book, Diffusion of Innovations. The book is based on the theory that there are four main elements that influence the spread of a new idea: the innovation, communication channels, time, and a social system.

“In our industry, the magic number is 16%, you have to have over 16% new business for people to be talking about you enough to be considered successful, innovative and hot. If not enough people are talking about you, you will not make it, 16% is the tipping point,” says McIvor. “Salons are full of ideas, they need to communicate these innovative ideas in a timely manner to their social networks to breed the success of the Early Majority (see below).”

Appointing a Digital Director to Your Salon

McIvor suggests being an innovator by appointing a Digital Director to the salon that will man the social media outlets to communicate innovative ideas in a timely manner to a social network.

"Salons today have color directors, creative directors, style directors, now we need digital directors, this is what will excite existing guests and attract new customers. You have to be proactive and share your ideas and accomplishments in the Early Majority to attract the guests you want. If you don’t, you will be a Laggard – there will always be the 16% (see above) that lags before joining innovation, but sooner or later they will have to conform because they are forced to. Think rotary phones, analog television broadcasting and VHS tapes, there would still be people using these if they had the choice, but that does not make them good choices,” explains McIvor.

When reading through SALON TODAY 200 applications this year, we came across a number of salons that have implemented some type of Technology Master/Digital Director position at their salon. This position helps support the salon with their current technology (iPads, phone systems, software systems, social media, etc.) The implementation of current technology isn't only about creating a better experience for the customer, technology also assists in having more effective day to day operations, and that's why you need someone whose sole job is to manage it.

"We have a Technology Manager who supports all of our daily tech needs and ensures that we have the tools necessary to support all facets of the business," says Jennifer Tyron and Sheila Barco owners of Salon Rootz in Medina, OH.

"To stay on the cutting edge in this ever-changing industry, we have an IT expert who has been part of the Spa Mizan team for 14 years. Our tech expert stays abreast some of the latest and greatest tools available to us, and his commitment and dedication to our technology is one of the strongest competitive advantages that we have at Spa Mizan. He is constantly researching new requirement and tools that would benefit Spa Mizan, while being very adept at cost comparisons," says owner Ginger Louviere, Spa Mizan in Lafayette, LA.


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