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a guide for budding makeup artists starting a business
makeup | media | marketing
turn your passion into profit abbey dalgleish | elizabeth campbell | suzzie harvey
Makeup Media Marketing - Turn your passion into profit First published in Australia in 2014 by MMM (Australia) www.makeupmediamarketing.com.au Š Makeup Media Marketing 2014 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or my any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publisher.
Authors: Abbey Dalgleish, Elizabeth Campbell, Suzzie Harvey Title: Makeup Media Marketing - turn your passion into profit ISBN: 978-0-9925450-0-0 Subjects: Small Business Cover design and internal layout and design Meta Design Studio
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This ebook should be used as a guide only. Although the authors and publisher have made every effort to ensure the information in this ebook was correct at the time of publication, the author and publisher do not assume and hereby disclaim any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause.
a guide for budding makeup artists starting a business
turn your passion into profit abbey dalgleish | elizabeth campbell | suzzie harvey
With extensive experience in the makeup industry, Abbey Dalgleish has always had a dream to give women the freedom to rediscover their innate beauty through makeup experimentation. She launched the company Runway Express Experience in 2010 and since then her business has grown from one makeup artist to more than 30. Abbey has also had the privilege of personally working closely with the Napoleon Perdis team – the senior executives, managers, owners and faces behind the brand. “As a professional Napoleon Perdis Makeup Academytrained makeup artist, I understand just how powerful makeup can be in helping women express their individuality and unleash optimum confidence,” she says. The makeup guru has also seen first-hand just how hard it is for budding makeup artists to break into the industry. For Abbey, this is the driving force behind this ebook.
about the authors >>> Abbey, Liz and Suzzie are three successful and inspirational women who have come together to give makeup artists the information they need to truly succeed in the industry.
Abbey ish e l g l a D
She’s creative, energetic and diversely experienced as a media professional, EC Writing Services owner Elizabeth Campbell has worked in all facets of the highly competitive media world. She has more than 13 years’ media experience and now runs a professional writing business, which she began as a side project while working full-time as an editor. Liz (as she is affectionately known) loves anything to do with hair, beauty, makeup, fashion and styling. A former features and magazine editor, she is highly trained in the world of media and has also organised and styled fashion shoots and industry events. With her lip gloss in one hand and pen in the other, Liz is an accomplished and award-winning writer whose skill and talent allows her to write across all topics and businesses for various platforms, including print, web and social media. Born with the will to write, she jumped at the chance to be part of MMM and the ebook. “Naturally, I love to write, but also because being a small business owner, I enjoy sharing and gaining knowledge on how to run a successful business, whatever industry you are in. This book was so much fun to work on as a writer, business owner, and someone who loves the industry.”
Elizabeth Campbell
Suzzie comes from a marketing background with a bachelor degree in business advertising and has worked in the marketing and advertising sector for more than six years, guiding many clients on how best to achieve results through effective marketing and advertising strategy. She has worked with many small businesses, including makeup artists, as well as bigger corporations and brands such as Coca Cola and Lion Nathan alcohols (XXXX Gold and Tooheys New). Suzzie also has more than eight years’ experience as a makeup artist, specialising in bridal makeup. Her passion in developing this book comes from seeing the need to give makeup artists the assistance they need to push their talents into a successful business. “I see so many very talented makeup artists who just end up doing makeup as a part-time side job when they really should be able to manage a very successful business, and I think this ebook can really help them achieve this.”
Suzzie Harvey
contents
“Business opportunities are like buses, there’s always another one coming.” – Richard Branson
The basics - 12 What does a basic kit consist of? Tools of the trade Products galore, where to start? Cost savings when buying products for your business Self-presentation Hygiene
Business operations - 18 Business plan Budget Other things to think about Insurance Finance and accounting
Marketing - 26 Marketing plan Logo Business cards Social media Facebook Twitter Instagram Pinterest
Working with clients - 34 Communication Before you see your client Before and after images Client testimonials Client feedback survey
TFP work and jobs - 42 What is TFP? How does it work? Reasons and benefits Rules and your contract Pitfalls – how will I make money?
Networking - 48 What is networking? Why network? Your career and networking Effective networking: Offline and online Networking goals and what you want to achieve
Always learning - 58 Stay on trend Keep a makeup file Ongoing workshops and short courses Mentor
Key learning points - 64 Our experts - 68
disposable wand again; throw away the used one and pick up a clean, new one. Eye and lip pencils are applied directly to your client’s face and therefore need to be sharpened and then sanitised between clients. You can use brush cleaner or a cosmetic sanitiser. For liquid liner that is harder to decant, use a disposable eyeliner wand. Lipsticks are best removed from their tube and put into a sealed palette or jar. You then use your clean spatula to remove what is required and apply using a lip brush. If you have a lip product that cannot be removed from its packaging (lip gloss or similar), then ensure you use a disposable lip brush or wand. If you need to obtain more product after first dipping then make sure you discard your used wand and use another one (again, no double dipping!). Powders, both pressed and loose, are used for shadows, blush and face powder. Loose powders should be tapped out on to your steel palette or removed using a sanitised spatula and then applied with a brush/puff straight to the face. For pressed products, wipe over with a tissue and use straight from the container/palette but ensure you spray with a cosmetic sanitiser after use. This will remove bacteria. False lashes and glue are also essential and you will need a variety of styles (both individual and full strip), and lash glue in both latex and latex-free varieties, to cater to those with latex allergies. Remember, your clients’ safety is paramount and depends on your hygiene practices. Stay up to date with new products and techniques and find your own style and skills. What works for one person may not work for another, and that is OK. Just always know how to keep a fit kit. Also, know when to throw! If any of your products have changed consistency and no longer apply the same way, or have a different smell, throw them out. If you decide to itemise what is in your kit then you should also take the time to write the date of purchase of each product. Check this every so often to see what might need replacing.
CASE STUDY “The minute you start assuming that the audience is very happy to see the same show again, you’re dead.” ~Simon Cowell Mackenzie M: I was so excited for my first formal trial! I cleaned and packed my makeup kit about a thousand times the day before. I could hardly sleep that night. I had already asked my client to email me a photo of herself so I could make sure I was prepared for what I was going to do. I knew exactly what she wanted ... or so I thought! It couldn’t have been further from the truth. My beautiful client had porcelain white skin, with freckles all over her nose and cheeks. Growing up, I hated my freckles and just assumed everyone was the same. So I didn’t even bother to ask about her foundation coverage. By the time she looked in the mirror, all her freckles were gone. The art of makeup, I was thinking. Meanwhile, my poor client was nearly in tears. I thought I knew what she wanted, but I should have stopped to ask her about the features she wanted to conceal and the ones she wanted to highlight. Moral of the story: Ask, listen and understand. I’m glad I learned that lesson early on in my career. Of course, all’s well that ends well. We had time to re-do her makeup and I made sure I asked plenty of questions as we went along. In the end, she was super happy with her makeup – freckles and all.
BUDGET Budgeting is essential and is the most effective way to ensure your business has a future. A budget is a plan to control your finances. You don’t want to run out of cash and fall short on payments. • Cost of sales: This includes your product inventory (makeup kit and tools of the trade) and equipment (lights, makeup chair, makeup case and any other tools you need to do your job). • Professional fees: These costs will keep the back end of your business in check and include trademarks and copyrights, and accountant’s or bookkeeping fees. • Technology costs: You will find it almost impossible to run a business these days without some sort of technological help. These fees would include computer, printer, mobile phone, internet, iPad, etc. • Administrative costs: It is important to have admin systems in place. Admin costs would include business insurance, office supplies, postage, parking, rent, utilities, phones, desks, chairs and anything else you need to have on a daily basis to operate a business. • Sales and marketing costs: Stationery, marketing materials, advertising, event or trade show attendance or sponsorship, and trade association will be other costs you incur.
THINGS TO THINK ABOUT
Trading hours: What are your trading hours? Communication channels: How can your customers get in contact with you? These channels can include telephone (landline/ mobile), post box, shopfront, email, internet, blog or social media channels. Payment types accepted: What payment types will you accept? Cash, credit cards, cheque, gift cards, Paypal, other forms of payment? Payment policy: What is your payment policy for customers? Deposit, payment in full at time of booking, etc. What are your terms? Refunds: What is your business refund/ exchange policy (if you sell products)? What are your policies if a client is unhappy with your service, or needs to change the date of service?
A marketing plan will keep you on track and it will keep you active. Life and business gets busy at the best of times and can also get really overwhelming with the amount of things we need to get done. A huge to-do list can be pretty daunting. If it’s broken into smaller weekly or daily tasks you’ll find you’re likely achieve more. Many business owners believe that they have a lack of resources available to them and they let this get in the way of marketing their business. You don’t have a million-dollar marketing budget. Not many people do. Many of the world’s most effective marketing activities are often quite simple and cost very little.
CASE STUDY Starbucks, the coffee haven, opens on average two new stores every day. As a start-up they increased their business by throwing coffee beans on the ground outside their stores. As people walked by, they crushed the coffee beans and this filled the street with the amazing smell of coffee, which brought many people into the store. This simple and creative tactic probably cost the company well under $1 a day. Your customers should always be your focus. So many people forget this. Put your time into creating an incredible customer service experience. Make it your mission to ensure that every single person has an exceptional experience when dealing with your business, each and every day. Brisbane Marketing and PR professional Jessie Pain
Networking overview
What is networking?
Gone are the days when people would scribble down a phone number on a piece of scrap paper or simply attend an event and hand out business cards and call it networking. It’s a much more elaborate concoction of strategies, tactics and plans, and everyone is doing it. Social media, blogging, website forums, industry events, networking functions, work dinners, breakfast meetings – the list of opportunities is long.
According to the Macquarie Dictionary Online:
Networking is the new buzz word and if you’re not all over it you’ll quickly get left behind. Luckily for you, this section on networking will put you way ahead of the pack. Here you will gain an understanding of why it’s important and how networking, if done properly, can work wonders. We’ve got inspiration from some of the most influential people, tips and strategies. It’s about casting your NET and WORKING it. Happy networking!
Networking is the establishing of communication links with other people as a means of exchanging ideas and information. The dictionary also states that a “networker” is: A person who is skilled in drawing on the resources of others. Meeting people (essentially what networking is) comes easily to some and others simply have to work on their skill. It is, however, about planting the seed of success and the application of hard work to grow your network – and in some cases, networks. You don’t have to limit yourself to one. For most business professionals, networking is done to increase revenue. Sometimes new clients are found, sometimes new suppliers, and sometimes new ways of doing things that increase the bottom line.
It’s a popular topic. Richard Branson does it and has written about it. He told entrepreneur.com: “To get started, attend industry events and meet key players; join regional business associations and start learning about local market conditions. Also remember that you can meet potential mentors at schools, clubs and business groups. Someday, when you get stuck or when something goes wrong, these contacts will be the people you’ll turn to for help. (Finding investors is a step that follows: people buy from people, so if you’re limited in terms of who you can access, talk to and sell to, well, you probably won’t get very far).” www.entrepreneur.com
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While Robert T. Kiyosaki, entrepreneur and author, has this to say: “The richest people in the world look for and build networks, everyone else looks for work.” Bob Burg, author and speaker, speaks highly of it: “Networking is simply the cultivating of mutually beneficial, give and take, win-win relationships. It works best, however, when emphasising the ‘give’ part.” Meanwhile, Marilyn Jennings, author and speaker, says: “The best prospect is the client who has already dealt with you. The second best is the one referred to by a client who has dealt with you previously. The third best is the one referred to you by another trusted professional or friend.”
Short courses There are many, many short courses out there that cover different topics, trends and techniques. Just one internet search and you’ll discover a whole new world of makeup. While some courses are free, most you will have to pay for, so it’s important to choose wisely and only go with reputable companies or pathways. TAFEs and makeup institutions offer a plethora of options when it comes to short courses. Some take a day, others take a week or month. They are usually very flexible and can be done at night or at the weekend. Have you considered courses in: • Airbrush makeup • Special effects • Film and television • Casualty simulation • Hair styling • Fashion styling • Image consulting • Spray tanning • Retail makeup and skin care • Body painting • Wig making and postiche The list on short courses available is endless – there seriously is something for everyone. You may decide to choose an online short course.
eLearning is the new black! eLearning can take place anytime, anywhere, because it is easily accessible via internet, tablet or mobile phone. And it’s so convenient – you can do it from the comfort of your home or office. One of the most obvious benefits of eLearning is the reduced costs associated with training and development, and it knocks out the need for travel or expensive accommodation if the course you want to study is in another city or state - or country! Online courses are usually shorter than conventional courses. They don’t interfere with operating your business because they can be done after hours and the content is updated regularly to keep students up to date in our fast-paced industry. You will constantly be accessing the latest information available. But be careful, not everything online is good advice. Make sure you are learning the best stuff.
“In the business world, everyone is paid in two coins: cash and experience. Take the experience first; the cash will come later.� Harold S Geneen
makeup | media | marketing
turn your passion into profit w w w. m a k e u p m e d i a m a r k e t i n g . c o m . a u
abbey dalgleish | elizabeth campbell | suzzie harvey