Elizabeth Kraus is the owner of Be InPulse branding, marketing and design and the author 365 Days of Marketing, Make Over Your Marketing and 12 Months of Marketing for Salon and Spa. Elizabeth has worked with distributors, manufacturers and salons and spas in the professional beauty industry since 2004. This 360 degree exposure has given her the unique ability to write for salon and spa (as well as small business in general) with a depth of understanding about the challenges faced by professionals in the beauty industry.
Elizabeth says, "Everything is marketing. To build a strong business requires that you become aware that your 'brand' (everything that people believe to be true about you or your business) is being built and enhanced -- or damaged -- in the minds of clients and prospects, each and every time they come into contact with you or with any aspect of your business.
"Since people's perceptions about your business (and you) are being influenced at every touch point, it's vital for the business owner to think through the customer experience from beginning to end, from the first possible point of contact or exposure through the appointment itself, to what will happen afterward.
"Developing a more holistic approach, analyzing and taking control of all of the many variables that might occur gives the business owner the opportunity to design a truly exceptional and exceptionally satisfying customer experience."
For more information, visit www.12monthsofmarketing.com.