CANVAS PINOT’S PALETTE FRANCHISE NEWSLETTER
Spring 2017, Issue 2 Vol. 4
Flip over for RETREAT info!
the
10 PINOT HACKS to Increase Sales WHAT A
CUSTOMER’S JOURNEY
REALLY LOOKS LIKE
ARTISTS: How to Sell Without Selling Out
RAISING SALES WITH
FUN ROBYN 1
t n i Pa
A BETTER FUTURE.
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the
CANVAS PINOT’S PALETTE FRANCHISE NEWSLETTER
Spring 2017, Issue 2 Vol. 4
Editor In Chief Lori Lockerd Contributing Editors Craig Ceccanti Charles Willis Creative Direction & Design Natalie Wells Page Layout & Illustration Leticia Mazariegos Featured Writers Charles Willis Cara Calvert-Thomas Roger Wise Jacqueline Deavenport Kristin Humphrey Bryan Sanchez Adina Simpson Terri McCulloch Nicole Ebert Cover Feature Robyn McClure Published by Pinot’s Palette Franchise, LLC.
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Pastel Sunset by Tanya Lueck Pinot’s Palette - Prairie Village
the
CANVAS PINOT’S PALETTE FRANCHISE NEWSLETTER
Spring 2017, Issue 2 Vol. 4
4
CONTENTS 18
p.
32
p.
Your Vision, Our Execution Thank you to the entire Pinot’s Palette family for your valued partnership. Brand Ambassadors National Tenant Representative Cost Free Solution Expert Negotiators Wherever you want to be, we’re there for you.
8 9 10 22 32 34
IN EVERY ISSUE MPL HIGHLIGHTS ARTIST FOCUS PINOT FAMILY TEAM OF THE QUARTER STAFF SPOTLIGHT FUN & GAMES
FEATURES
18 RAISING SALES THE FUN ROBYN WAY You can’t miss her 3 steps to success.
24 10 PINOT HACKS to increase sales
28 CUSTOMERS’ BUYING JOURNEY
Terri reveals secrets of your customers’ complex buying journey.
> SPECIAL FEATURE! RETREAT ADDENDUM Flip this book over for a few pages of Retreat 2017 info.
morrowhill.com
Something you want to see in the next edition of The Canvas? Send us your pictures, articles & ideas! marketing@pinotspalette.com or #thecanvas on Team Pinot. 5
PRESIDENT’Smessage
TWO RABBITS I am excited to welcome all of the owners who are attending the 2017 Pinot’s Palette Annual Retreat! We heard your feedback loud and clear on last year’s retreat surveys: everyone wants to learn more about marketing and how to drive sales into their studio. We have taken the feedback from all the previous years’ retreat surveys and packed them into a 3-day learning event to guarantee that you’ll walk away with information and ideas to improve your business. This will be the first year that more than two-thirds of the material at retreat will be focused on sales and marketing. With the new leadership and direction we have on the marketing team, I’m excited to hear your ideas and feedback on this year’s event. With so many new topics and team members, I urge you to divide up the sessions among your team to get the maximum amount of material to take back home. If you came alone, make sure to meet some other owners and set up meetings at the end of each day to “share the nuts.” If you’ve had the chance to attend a Pinot’s Palette Retreat before, you know that there is a lot of new information presented and talked about by the HQ staff leading the sessions and in the conversations that owners have with each other. Share what you learn with your team and the other owners, you never know what is going to spark an idea and help improve your business. As you emerge from the retreat, think about setting some new goals for your studio(s). Ask yourself some questions: Am I happy with the status quo? How can I reach my personal financial goal? What do I need to do to change? We are all good at knowing when we aren’t happy, but aren’t as good with following through and
6
knowing what to do to change. We also know that resolutions don’t work (only 8% are followed up on). Some of us have too many goals. You’ll be more successful in achieving your goal if you are clear about what you want to improve and set milestone checkpoints to track your progress. Spreading your attention on too many goals will sabotage your progress. Start by narrowing the focus on seven to ten goals for the entire year. Remember that deadlines need to be staggered through the year so that you’re not trying to do too much at once.
“THE MAN WHO CHASES TWO RABBITS CATCHES NEITHER.” - CONFUCIUS 2017 is the year of streamlining which means focus on productivity. Prioritizing is key, looking at what is going to move the needle versus what just needs to get done. Sometimes we focus on things that are easy or we can get done quickly, but these aren’t always the best tasks to do first. Spend and manage your energy where it is going to impact your goals the most.
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7
MPLhighlights
new partners Shimmer Lake
8
2HR/The District
Love in Paris 2HR/Leawood
Dance in the Moonlight 2HR/St. Matthews
The Stardust Inn 2HR/Red Bank
Stardust Lagoon 2HR/Valencia
Paint the Town 3HR/St. Matthews
Desert Flower 2HR/Georgetown
I Can Hear the (Maroon) Bells 3HR/Highlands
A Walk Through Color 3HR/Jonesboro
Gone Camping 2HR/Broken Arrow
Mysterious Moon Glow 2HR/Naperville
A Mom’s Love 3HR/The District
ARTISTfocus
SELL
HOW TO WITHOUT SELLING OUT Tear and share with your artists!
by Cara Calvert-Thomas
As artists, being salesy doesn’t always come to us naturally. In fact, many times it’s just plain awkward and uncomfortable. Unfortunately, if we don’t help our studio be a successful business, we lose out on opportunities for shifts at what I have long referred to as the #BestJobEver. We artists are essentially the face of this business; we are the ones our guests return to see, time and time again, which means we’re major influencers in the success (or downfall) of a studio. Here are six ideas for adjusting your dialogue that will help improve your studio’s success without feeling like you are too pitchy or awkward: 1. RECOGNIZE PINOT PERKS MEMBERS During your class introduction survey, ask who the Perks members are in the group. This not only provides a convenient opportunity to tell a little about our rewards program, but lets you provide extraordinary customer service by recognizing our VIPs. 2. FRAMES At the end of an event, when everyone is finishing up, mention that they’re probably imagining how great the paintings will look framed on their walls, and that they’re in luck, because we sell frames! Suggest the color you think looks best with tonight’s painting, and ask for a volunteer to allow you to model their painting in a frame. Hold the painting in a way that the class can’t see it, and tell them how amazing it is going to be when you reveal it. Count to three, and then spin around to show the entire class with a boisterous “Oooohhhh… Ahhhhhh!” Guests are amazed by how great it looks, and by using a customer’s instead of your own, you instill confidence about their own paintings. This
confidence inspires them to proudly frame their painting. 3. PHOTOS When you introduce the Floor Artist and let guests know we’ll be taking photos throughout the event, be sure to announce that these go on social media. Encourage guests to check in, tag themselves in our photos and mention us, as well as share with friends so everyone knows where the cool kids are hanging out. Remind guests that they may also take as many photos as they’d like. 4. BREAK TIME ANNOUNCEMENTS When you send painters to break, say “We’re going to take a 10-minute break so your background can dry. Feel free to stretch your legs, get more to drink, have a little dance party if you wish, and be sure to look at our upcoming paintings. We have exciting events planned for (Mother’s Day, Valentine’s, summer camp, etc.), and we’d love to tell you more about them and get you signed up!” 5. MERCHANDISE Wear your Pinot’s shirt, drink your water from a Pinot’s glass or tumbler, mention the Brush Sets and Little Brushes Watercolor Adventures at break, and show them off to guests. Entice them to take the experience home with them. 6. TAKE PLEASURE IN YOUR ROLE AT PINOT’S PALETTE AND SMILE A LOT. Happiness is contagious. So is enthusiasm. When guests see how much you love being in the studio and feed off their happiness, they will reciprocate that enthusiasm and be motivated to come back for another dose!
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PINOTfamily
new hq additions
BRYAN SANCHEZ COMMUNICATIONS MANAGER
Bryan Sanchez is very excited to join the Pinot’s Palette team, bringing with him over 10 years of IT support and customer service experience. For Bryan, no problem is too large and he uses his vast amount of resources, knowledge and experience in various fields to bring amazing customer service and logistical problem solving to an already amazing team with an enormous amount of talent. In his free time, Bryan enjoys playing video games, critiquing blockbuster movies and relaxing at home with his two chihuahuas, Cinnamon and Vallie.
NICOLE EBERT FIELD MARKETING MANAGER
Nicole joined the Pinot’s Palette team in 2017 as the Field Marketing Manager. She graduated from the University of Pittsburgh with a B.S. in Business Administration with a major in marketing. Nicole brings more than a decade of experience in nearly every facet of business: marketing, sales, business development, project management, consulting, and professional training. She also has 5.5 years of international work experience. Outside of sharing the love for painting, drinking, and having fun, Nicole enjoys traveling, drawing, running, and swimming.
JULIE LYTZ CONTENT MARKETING DIRECTOR
As Pinot’s Palette’s first member of the content marketing team, Julie oversees content and branding initiatives to drive engagement, sales and positive customer behavior. She started her career 10 years ago as a writer and editor for a dog magazine, and has since built brands and developed content marketing plans for dozens of B2B and B2C businesses. After years focused on the oil & gas, legal and medical sectors, she’s thrilled to be part of a company that focuses on everyday human connections. A native Houstonian, Julie is an artturned-English major from the University of Houston. She enjoys reading fiction, playing with goats and practicing yoga, but nothing beats an evening spent with her husband and their three dogs: Emma, Wallaby and Bear Claw.
new partners TOMBALL, TX Rachel Smith PALM CITY, FL Aimee Eberst 10
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FRANCHISEcouncil
YOU & YOUR CREW by Roger Wise
Have you ever wondered what it would be like to work on a cruise ship? I know I have. I often find myself thinking there are so many things that have to get done behind the scenes to keep a cruise ship running every day. I thought to myself, “There must be literally thousands of crew members onboard to keep this amazing experience running smoothly”. I decided to do a little research. It turns out one such cruise ship, the “Carnival Valor”, has an 1150 person “crew size”! From Beauticians, Concierge, Cruise Directors, Chefs and everything in between there are over 40 different type of positions available on an average cruise ship! Think of all those people it requires to put on the overwhelming and awesome experience of taking a cruise in paradise. The staff collectively spares no expense in providing you the best possible experience. So, what does a cruise to paradise have to do with you, a Pinot’s Palette owner? Well, as it turns out there a lot more similarities than you think! Although sometimes I’m sure we all feel like we would rather be on a cruise! When a customer walks into a Pinot’s Palette location, the first thought that comes to their mind is, “Wow what a beautiful and well organized studio!”. There is also an immense amount of behind the scenes activity going on in all the Pinot’s Palette locations that generates the kind of positive feedback and life changing experiences conveyed by our customers. There is just one “slight” difference, however. You do not have a staff of 1150 people behind you to deliver that #topright customer service
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experience. It’s just you! At times, we can all be completely overwhelmed and overloaded. You work hard every single day to ensure customers have an amazing Pinot’s Palette experience each and every single time they enter your studio. From stocking canvases, creating marketing plans, scheduling staff, chasing new sales leads, creating selfies and even scraping paint off your private party room tables, 90% of what you do as a Pinot’s Palette owner goes on without any knowledge by your customers! Sometimes you probably ask yourself, “Why all the hard work behind the scenes, no one notices anyway right?”. We have all probably been guilty of this after a long week or 6 classes in one day. I am here to tell you that you could NOT be more wrong! If you stop doing any of the little things that you do as an owner for even one week, I guarantee you that customers will notice! You must stay “Below Deck” to ensure that things get done the way YOU want them to. YOU are Pinot’s Palette! It’s your out of the box thinking, ingenious ideas, extreme attention to detail for all the little things (that you don’t think anyone even notices), that are exactly why people come to your studio! You have put so many smiles on so many faces from ages 5 to 95 across the entire country! You have gotten people out of their comfort zones, seen people get engaged, meet their first loves on a date, and every other memory in between, all from within the confines of your studios. That is why you, like me, bought a Pinot’s Palette! Is being an owner a chance to be in the limelight? NO. Is it #TOPRIGHT, Hell Yes!
• National pricing • Personal dedication • Quality signage • A-Z project management • Zoning code check and permitting
Sales: Tim Sennott, (630) 988-3802 Project Manager: Jackie Bourdeau, (512) 834-1547 R
™
Call 866.900.4533
We take care of all your LED lighting needs so you can focus on the Customer. “The team over at LED Source was able to meet and exceed my expectations with their quick turnaround and experience. Our customers are in love with the ambience that the lighting has created.” Charles Willis, President Pinot’s Palette
*LED Source is Pinot Palette’s Preferred Vendor for LED Lighting.
na@ledsource.com 13 www.LEDsource.com
BLOGSPIRATION Where does the time go? One day it’s New Year’s Eve, the next it’s Spring Break. Before you know it, summer days will be back again, and you’ll need some engaging content for your blog. Here are our suggestions for posts during the dog days of summer!
MAY
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•
Best Cinco de Mayo Cocktails
•
Best Mothers Day Gifts Under $50
•
Things Kids Can Make for Mom
•
Best Mother’s Day Brunch Cocktails
•
Best Memorial Day Drinks and Deserts
•
What Mom Really Wants
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Tips for Throwing the Ultimate Backyard BBQ
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Setting Up the Ultimate Lemonade Stand for National Lemonade Day
•
Ideas for Quick, Not-So-Far-Away Getaways
JUNE
JULY
•
Tips for Planning the Most BudgetConscious Family Vacation
•
Best Fourth of July Cocktails and Treats
•
Best Father’s Day Gifts Under $50
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How to: Summer Full Moon Party
•
What Dad Really Wants
•
Summer Birthday Party Ideas
•
The Ultimate Summer Cocktails
•
Summer Birthday Gift Ideas
•
How to: a Weekend Summer Staycation in (Your Town)
•
How to: Throw a Summer Garden Party
•
How to: Summer “Glamping”
•
Summer Date Nights in (Your Town)
•
•
How to: Throw the Perfect Pool Party
Best Local Breweries and Wineries to Visit this Summer
•
Summer Décor: How to Make Your Patio the Place to Be
•
Reconnecting with the Kids: Tips for Planning Special Days
•
Summer Brunch Al Fresco: Here’s What to Make
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8 WAYS TO ROCK YOUR PASS GEAR
WATERCOLOR ADVENTURES
Thank you, everyone, for sending in these beautiful photos! Next on deck: Pinot’s Palette Apparel. Keep on rockin’ your PASS gear, and send pictures to marketing@pinotspalette.com or post on Team Pinot with #TheCanvas.
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COVERtheCanvas
RAISING SALES WITH
FUN ROBYN
by Jacqueline Deavenport
by Jacqueline Deavenport
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COVERtheCanvas Robyn McClure
came to Pinot’s Palette with a unique background. Many years prior to opening her own business, she had literally witnessed hundreds of business owners go through the process of starting their own venture. When it came time to open her own Pinot’s Palette - Dulles, Robyn had a pretty good idea of what being a successful business owner should look like. “It’s all about the customer and building a relationship with the customer,” says Robyn. “It’s called customer service, but the key, truly, is relationship building.” Repeat customers at Robyn’s studio are treated like royalty. She offers a personal touch for her most committed painters. Whether it is a personalized apron, dedicated cubby space, or just knowing that a customer prefers a Coke Zero with extra ice, Robyn and her staff are conscientious and take the time to get to know the people who visit the studio. “If I recognize the name and the customer is returning, I’ll write ‘Welcome Back!’ in chalk by their name. I can’t believe how that goes such a long way and that it costs nothing,” said Robyn. Robyn and her team have discovered that for the customer, it’s not the price that matters, but how the customer feels when she is in the studio. The recognition Robyn gives to her customers keeps them coming back. The feeling of belonging is contagious. Newcomers see how the regulars are treated, and they want to come back so they, too, can experience that same recognition. “The side effect of going the extra mile is how other customers view it. Who wouldn’t want to be treated like that? Who wouldn’t want to be a part
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of that?” Robyn said. “Not that we make the other customers feel less than welcome, we are excited they are here too. It is just really nice to give credit to the people who always come back.” And it’s not just to the customers that Robyn gives credit. It is also her artists and staff as well. There is a reason why Robyn has the “Best Team Eva”: She encourages her artists to have studio time. She welcomes them in during the off times at the studio to work on sketches or to decorate for an upcoming promotion. Robyn’s team is personally invested in her studio, so when it comes time to tell the customers about an upcoming campaign or a new painting, the artists are excited to relay the news. “I think because it is so genuine from them, it’s not like they are trying to sell something they don’t believe in,” Robyn said. “I really value them and I show them that, and they really appreciate it. If the artists are happy and you can tell they are genuinely excited to be there; the customers can see that.” Admittedly Robyn says that owning a business is not all sunshine and roses. When she worked at Decorating Den, she saw many owners experience the highs and lows of small business ownership. Robyn experienced it first-hand opening her own Pinot’s Palette studio. However, one thing she has learned over the years is that attitude is everything. It doesn’t matter if things are not going as planned, she still takes time to build relationships with her staff, her customers and also other Team Pinot Partners. By reaching out and talking with other partners, Robyn was able to think of new ideas to implement at her studio. Masterpiece Mondays, a brain child of one of these conversations, is focused on bringing
COVERtheCanvas in event planning professionals and corporate business professionals on a Monday afternoon, free of charge, to showcase Pinot’s Palette. It is by invitation only and is during a time when the studio would otherwise not be in use. Robyn said that this event had brought in 4 new private parties the studio would not have had otherwise. “We’re going to do something similar for bloggers and media. Kind of like a media night, but it is during lunch time,” Robyn said. Beyond using creative marketing tactics to get people into the studio, Robyn is an advocate for going to the customer, as well. Robyn says the Mobile Studio has been a driving force behind her business. She catered a marketing plan to target
corporations and cultivated the right partnerships with venues that could help cross promote her business. “Mobile was a great way to start to build up our brand locally and start creating a little revenue to offset the additional working capital needed to get Mobile going and the studio at the same time,” said Robyn. There’s a reason why Robyn has the nickname “Fun Robyn”. Her infectious, can-do attitude has helped lead her artists, made her customers happy, and by helping other Team Pinot Partners, has helped her own studio in the process. At the root of it all, Robyn stays committed to building strong relationships with people.
FUN ROBYN’S ADVICE FOR RAISING SALES UNDER SELL AND OVER DELIVER . We downplay what we have to offer, so we can exceed the customer’s expectations and do unexpected little extras.
BUILD RELATIONSHIPS WITH THE RIGHT CUSTOMERS. We do relationship sales and marketing. It is a slower build, but it is a better build and more profitable. I might sell more seats if I did the discounting and that sort of thing, but I am not building relationships and repeat customers. I make a lot more money by treating the right customers well.
DISCOUNT IS A DIRTY, DIRTY WORD! I would much rather go buy a box of chocolates and provide $5 extra worth of value to the customer experience, rather than giving $5 off. Once you are in a price war, you are attracting the wrong kind of customers. Rather than discounting, it is better to provide promotions and offers that upsell the customer.
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#BUILDYOURHAPPYPLACE by Jacqueline Deavenport
COMMITMENT TO COMMUNITY & PARTNERS If someone were to ask you, “What are Pinot’s Palette’s values?”, would you know the answer? Can you list all six of them? In case you have forgotten, the Pinot’s Palette core values are listed below. • POWER OF CREATIVITY, INNOVATION AND FUN • OPEN AND COLLABORATIVE TEAMWORK • CHARACTERS WITH CHARACTER • PROFESSIONALISM, INTEGRITY AND QUALITY • PASSION FOR PERSONAL DEVELOPMENT •COMMITMENT TO OUR COMMUNITY AND PARTNERS
It is important that you remember these values and that your staff also learns and knows these values. Napoleon Hill, a famous author and personal achievement guru, once said, “Whatever the mind can conceive and believe, the mind can achieve.”. When you and your team read and memorize the Pinot’s Palette values, those values will become part of the everyday routine at your studio. This is significant because Pinot’s Palette’s values will help you and your team make important decisions. It will help you and the artists educate customers on what Pinot’s Palette is all about and give your studio an identity separate from all the other paint and sip studios in town. Finally, these values are also important to help you select the right team and also keep those team members at
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your studio, helping them to grow in their personal and professional careers. In theory, memorizing the values and recalling them at each point in the day when you need to make decisions makes sense, but in practice this can be hard to do. As Team Pinot grows and we add more partners and artists, it becomes more important than ever that we all stay true to Pinot’s Palette’s core values. This way no matter how many owners, artists, and customers we have, Pinot’s Palette maintains its unique identity and culture. To help with this, the Pinot’s Palette Discovery Team has a challenge for you and your team to live up to and fulfill these values. It is called #BuildYourHappyPlace (#BYHP). The purpose of this challenge is to get out into the community with your artists and staff and donate your time as part of a team building event. It will give you and your team time away from the studio to reflect on Pinot’s Palette’s core values and show others in the community what those values mean.
HERE’S HOW IT WORKS: 1) Request a #BYHP kit from Clayton Kendall. This will include an instruction sheet, T-shirts for your team, and a #MyHappyPlace banner. 2) Select a non-profit or charity to donate your and your team’s time to for half a day. This can be anything, whether it be volunteering at the local shelter or helping to paint a mural as public art work, the point is to get you and your team out and volunteering and working together. 3) Share your story on your blog and on social media. You can tag the organization(s) you helped on your social posts and ask them to share the blog link on their website and on their social media channels.
To kick off the challenge, Pinot’s Palette’s headquarters team members spent an afternoon at the Houston Food Bank. The team completed a 3-hour shift in only 2 hours and helped feed 3,000 kids in after school programs. It was a great time to reflect on Pinot’s Palette’s values and exercise those values in a different setting. #BYHP is a way that headquarters can help support you, as a partner, and it is also a way for you to support your staff and community too. It also makes us take a step back and reflect on all the values that make Pinot’s Palette a great, fun place to work and enjoy ourselves!
4) Studios that successfully complete the #BYHP challenge will receive a wall plaque recognizing their commitment to the Pinot’s Palette values and their team. We will also reimburse you for the cost of the #BYHP kit.
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TEAM OF THE quarter:
Spokane & Coeur D’ Alene
Our team is an amazing combination of passion, talent, and positive attitudes. Each artist has something different to bring to our two studios, and we all blend together to create an atmosphere that is inviting, entertaining, and educational for our customers. We not only enjoy working together, but have fun hanging out and getting creative outside of the studio. Without this awesome team, our studio wouldn’t be the #1 paint and sip in our area!
ARTIST
FAV. PAINT COLOR
ALI
The oft-neglected PHTHALO RED mixed with CHROME ORANGE makes the BEST coral.
FL. VIOLET
SPIRIT ANIMAL
Giraffe
WHAT I BRING I like to think I bring some laughs and a good attitude! And I try to help out as much as I can.
Bee
I bring a passion of painting to the team. I also love music and I use that during my classes.
Unikitty
I’ve got a crazy memory for customers, tons of energy, and an upbeat quirky outlook.
ASHLEY
PHTHALO RED AUDREANA
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Penguin
I bring my own creativity and humor to the group :). I definitely help with laughs and comedy for sure.
PURPLE OF EVERY SHADE
Elephant
I feel I bring a fun-loving joy to the clients. A stressreducing comical atmosphere and sarcasm to lighten the pressure.
PHTHALO GREEN
Red Tailed Hawk
Smiles!!...and sometimes chocolate.
COBALT BLUE
Platypus
A little sass and optimism!
BRIGHT RED
Lobster
I bring marvelous wit and masculinity.
DARK TEAL
Bigfoot....but realistically probably an Owl
Each artist has something different to bring to our two studios. We all blend together to create an atmosphere that is inviting, entertaining, and educational.
ALL OF THEM!!... RED?
Anything with feathers!
Smiles, laughter, inspiration, and encouragement.
PHTHALO BLUE
BETHANY
DANI
HEATHER
KETURAH
KYLE
LESLIE
TRISH 23
10 PINOT HACKS
to Incr
Have you or a friend been diagnosed with Low-Sales? Don’t fret! There are steps you can take towards a cure. Check out some of the actions you can perform in your studio(s) to get out of your sales slump. Vary your Calendar Steer clear of using the same colors and style of paintings in a month. Themed classes and paintings which align with obscure holidays can also add major flair that will create a “limited time only” feel and encourage potential customers to sign up (Project Pet for National Puppy Day for example). Encourage your Artists In conjunction with keeping your calendar vibrant and engaging, encourage your artists to create original art for your studio. Take advantage of your artists’ ability to create; provide an atmosphere which promotes personal creativity and growth. Your artists will want to give back, and your guests will take notice. The Little Things Don’t skip the little details in the day-to-day operations! Greet your guests, cater your music selection to the crowd while keeping it upbeat and fun, keep your restrooms clean, and have somebody in the studio during open hours. Stay consistent with your day-to-day, to the point of repetition.
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Customers are Guests! An earlier article bears repeating here. Customers pay for a service, guests are treated with compassion. Instead of giving your customer a service, entertain them as a guest in your studio set to enjoy a night out. The difference is what makes customer service go from good to great. Customer Service (Before Start to Finish) Entertaining your guest starts with communication. Don’t miss a potential private party or corporate event. Pinot’s Palette now offers a worthwhile service with our Customer Service Center. They will answer all incoming calls to your studio, gather information and collect deposits, all with a smile over the phone. Email Adina@PinotsPalette.com for more information. Upsell! Start training your staff to look for moments of opportunity for add-on sales. If the POS is taking longer than usual to process a sale, chat up the guest and discuss the little items that are for sale. Chances are the guest does not know it’s available for purchase. If they’re new, discuss the Pinot Perks rewards program.
BESTpractices
rease
Sales
Customize Your Customer Service Steer away from using canned responses when dealing with leads, private parties and follow up emails. It speaks volumes when you mention “Little Susie’s Unicorn Theme Birthday Party” over the drab “Your Private Event” – it shows you listened and understand the importance of their event. Continuing Education It never hurts to give some refresher training on important systems, such as POS, how to handle party leads, Pinot Perks and more. You’ll find your staff will learn something new every round of training. You’re Always Selling Wear a Pinot’s Palette shirt outside the studio, carry comp cards with you all the time, and remain positive within earshot of potential guests (hint: everybody is a potential guest). You should always represent the Pinot’s Palette brand and level of service. Final Hack The previous hacks are a few of the things we at HQ see that can improve your time as a franchise owner, but there’s one important thing to do which most forget during the hustle and bustle of running a business. Everything your studio does, from unpacking the canvasses, setting up the easels, working with guests for their daughter’s
by Bryan Sanchez
birthday party, to helping a guest pick out a frame and serving a nice Riesling to go with their meat and cheese tray is for one purpose: HAVING FUN!
Why
?
Call to Learn More (800) 696-4192
Our Ad Management Platform is designed specificially for multi-unit locations, plus we offer:
Flat rate Management Fees
Sophisticated campaigns that drive leads 365 days-per-year campaign optimizations Experienced customer care contacts Personalized log ins for account monitoring
Tracking to measure Return on Investment
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CREATIVE CUSTOMER SERVICE by Adina Simpson
FEEL LIKE YOU’VE GOTTEN INTO A CUSTOMER SERVICE RUT? ARE YOU DOING THE SAME THINGS AS ALWAYS? DO YOU WANT SOME NEW IDEAS? I’ve been there – after a while it can feel like you are simply going through the motions. You know that you are offering good customer service, but you don’t really think about it anymore. Your “umph” has lost its sparkle and things are starting to feel routine; you want to be great, not good. What do I do when this happens? I read a book, I listen to a podcast, I use the magic of google-fu and find something to inspire me. To be honest, it doesn’t take much. I love what I do; I sell happiness. I can think of a lot worse ways to spend my days. But I am human, and we all have those days. Here are a couple of ideas that have stuck with me from my recent inspiration searches.
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1. TREAT EVERY GUEST LIKE A REGULAR. Have you noticed the subtle ways that you treat a new guest differently than a regular? Maybe you are genuinely happy to see a regular walk in the door of your studio, or do not mind doing a little something “extra” for them? Do you take the time to chat with them, ask them about their kids, or their day? The answer is “Yes”, you treat them like family. How is that different than how you treat a new guest? Do they receive the same, warm treatment? If not, it’s time to make an adjustment. Begin taking the time to pay close attention to all your guests – you’d be surprised how easy it is to learn something unique about your guest and use that information to make them feel special. The clue might be a snippet of conversation you catch during class that the couple is on their first date, or celebrating their anniversary. Maybe you discover they are from out of town, and are at your studio visiting family. Perhaps you can just hear in their voice that they’ve had a bad day. Address this as you would someone who visits your studio on a weekly basis. By treating regulars like a member of your family and new guests like regulars, you will continue to build repeat business. 2. BE YOUR OWN GUEST AT LEAST ONCE A MONTH. When was the last time you stepped aside and looked at your business from the guests’ perspective? Even better, when was the last time that you made the time to ensure your entire staff is delivering top-notch customer service, even when you aren’t there? Ask yourself some questions: how easy is it to do business with your studio? How easy is it to get answers? Do you have FAQs listed online (including your age policy and cancellation guidelines)? What does your outgoing voicemail sound like? How does your team answer the phone when you aren’t there? How do they greet guests that walk in the door? Is everyone on your team equipped to work with an upset guest? If you do not know, it may be because you’ve never tried. Each month take the time to step back and really examine your business. Make sure that your guests are experiencing the best of what you have to offer.
3. SURPRISE GUESTS WITH SOMETHING EXTRA. Who doesn’t love a surprise? I would love to be surprised with a miniature donkey that I can name Buster and dress up like a unicorn (hint hint). If you can’t fulfill your guests’ crazy miniature donkey dreams, you CAN make their day with small, simple gestures. My personal favorite? The handwritten note; a thank you card or a birthday card. Or, send a holiday card – but not just any holiday card. Pick a quirky, fun holiday to celebrate with your guests. Did you know the second week of September is National Arts in Education Week? Celebrate your studio’s birthday by sending a birthday card to your guests (even better, include a special discount for them). Van Gogh’s birthday is March 30th… why not celebrate that? Don’t like Van Gogh? That’s fine… what is your private party room named? Celebrate your private party room! Willowbrook named theirs the Luau Room – they could celebrate King Kamehameha the 2nd, who was born in November. He basically created the luau… what a great way to celebrate their studio and surprise their guests! (Thanks Wikipedia!) Not convinced that you should send cards? How about creating a “Customer of the Day” (or week, or month…) Award. You can highlight them on your social media accounts and reward them with some great Pinot Swag, or maybe a free class? The idea is to delight and surprise your guests with something they were not expecting.
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MARKETINGmadness
WHAT DOES A CONSUMER’S BUYING JOURNEY really look like? by Terri McCulloch
Marketing is not linear.
You don’t show an ad, or go to a networking event and make a connection, or even put an A-board in front of your studio and expect an immediate sale. Making a purchase in most retail industries is a journey for the customer. Here are a few reasons why, and why it is important to have a strategic, integrated marketing plan in place to promote your business.
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NEED VERSUS WANT Entertainment is a “want”, which means I must [a] have disposable income to spend on it; [b] have time in my schedule or life to plan entertainment; [c] have enough awareness and excitement about the entertainment venue or service to choose that one (Pinot’s Palette) over another because time, money and other circumstances may be limited.
WHAT IS GOING ON IN A CONSUMER’S LIFE MAY NOT ALIGN WITH YOUR PRIORITIES Think about this scenario: You attend a festival and one of the attendees is hyper-excited about Pinot’s Palette and expresses how much she can’t wait to come paint. You are confident she will be reserving her seat within the next two or three weeks, and watch for her name. You get disappointed, because a reservation doesn’t come through. You might even say to yourself, “Man, that event was a bust.” Here is the most likely path of circumstances:
4. She gets better, goes back
to work and is overwhelmed with all the projects she needs to catch up on. In the middle of checking her overfilled inbox, she gets a newsletter from Pinot’s Palette. With a quick thought and smile, she gets on with her work. She’s got a full week, and then is traveling for business the next week.
3. She catches the flu and is down for three days.
2. She goes home and
finds two of her children have come down with the flu and becomes a caregiver (Pinot’s Palette is no longer front and center).
1. Hyper-excited Attendee Attends Festival and Becomes Aware of Pinot’s Palette
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7. The hyper-excited Attendee now goes 6. At the end of the night, she hops on Facebook to catch-up. Pinot’s Palette made it easy for her to share with her friends – right there in her feed is a boosted post with the upcoming calendar. She shares with some of her girlfriends and asks who wants to go. If you know women, you know it can take days for them to all make a decision on a date. Another week passes before they all agree on something.
online and searches for your studio to share the link with her girlfriends so everyone can reserve a seat. She searches “Pinot’s Palette [CITY]”, and up pops your PPC ad. She also sees your listing on the Google Map Pack and notices you have ten 5-star ratings. Another smile and she clicks on your PPC ad because it is easiest to get to. She finds the event, copies the URL, and sends it to her girlfriends to register.
8. She and her gal squad come in weeks later. 5. She goes to the grocery
store, and sees the Pinot’s Palette studio location. She has an a-ha moment, making a mental note to check out the calendar and post a direct message to her girlfriends on Facebook to plan a girls’ night out. On to shopping!
Marketing is a journey, which means you must have multiple layers of tactics all running at the same time. These tactics must then align with the buying behaviors of your most likely customers, your core demographic groups reflected in your Buxton Report. Ultimately, this means your real Cost of Acquisition is higher than you might expect if you take the entire journey into consideration. This then means Customer Experience and getting your customers
Here’s the question: Which marketing tactic caused her to finally book her girls’ night out? One marketing tactic did not make the sale. It was the series of marketing tactics: being present at an event; having a visible location; receiving an interesting newsletter; seeing a Facebook ad in a timely manner; and showing up in search when she was ready that drove the sale. Life happens for all of us.
into the Pinot Perks Rewards Program are critical to reducing that initial acquisition cost. Both are keys to repeat business, as well as word-of-mouth and social advocacy. These VIP customers will help you build your business over the long term. Please reach out to the Marketing Department if you need assistance with reviewing your core customer demographics and creating a strategic sales and marketing plan.
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STAFFspotlight
Art Enthusiast, Kendra Dimino, Spreads her Passion through Pinot’s Palette by Nicole Ebert MEET KENDRA DIMINO. This issue’s staff spotlight also happens to be one of our Mother’s Day contest winners! Kendra is a 24-year-old artist originally from Thousand Oaks, CA that currently works at the Pinot’s Palette Valencia and Encino locations. She graduated from California Polytechnic State University of San Luis Obispo, (most people just call it Cal Poly SLO), in 2015 with a BFA in Art and Design, concentrating in Studio Art and minoring in Media Technologies. Almost immediately after graduating college, Kendra discovered Pinot’s Palette by chance after coincidentally moving in between the two studio locations in Burbank, CA. She has been working at Pinot’s Palette ever since and absolutely loves it. She has been steadily adding both original and custom paintings to the library, and truly enjoys instructing classes. Before Pinot’s Palette, Kendra taught swing dance lessons at Cal Poly for a few years, so every now and then you’ll find her doing fancy footwork on stage if the bartender happens
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to be DJing big band or jazz music. Other than that, she likes to sing with her musically-gifted friends, kickbox, play video games, and bring her friends and family members to painting classes whenever she gets the chance. If Kendra is not at work, she is most likely sitting in a coffee shop working on design projects or sketching the baristas. A random, bonus fact about Kendra is that she is extremely left-handed, and the only dexterity she has with her right hand is reserved solely for using scissors and chopsticks. How did you discover Pinot’s Palette and what made you want to work here? Immediately after I graduated college, I moved to the greater LA area in the hopes of finding an art or design job. Within a couple of weeks, I had stumbled upon a job ad for an art instructor at the Pinot’s Palette Valencia and Encino locations. I had always wanted to teach art at some point, but always assumed I would have to save that aspiration for later in life when I had credentials.
I jumped at the opportunity knowing that I could start off my life in the “real world” doing something I love. What was the inspiration behind your Mother’s Day painting? I was mainly inspired by the artistic scribbles made by children that moms would often receive to hang on the fridge. Upon making the painting, I started out by covering the canvas in colorful scribbles, and from there decided to “grow up” this concept by doodling flowers for a bouquet. My main goal was to take the fear out of painting flowers by going for a style that encourages cartoony shapes, customization, and coloring outside the lines. What kind of art do you prefer doing the most? Painting will always be my favorite, but for the most part, I like any medium that requires a brush. I have recently been working more with watercolors and ink brush pens due to my small workspace and need for materials that are easier to travel with. Even so, I will always find a way to make some art; I casually try to experiment with a new medium and different style every year. What do you enjoy doing outside of Pinot’s Palette? I love to go swing dancing. My college town has a great swing and blues dance community that I was actively involved in while I was a student. Every now and then I get the opportunity to return to my alma mater for a dance event, or travel to a different dance community with my friends. I also like to spend time outside of work with my Pinot’s Palette coworkers. I am so thankful that this job has given me so many friends! Do you have any of your own art projects going on we can check out? All of my larger digital and fine art projects are on my website, www.kendradimino.com. Other than that, I post small paintings and daily drawings on Instagram at www.instagram.com/kendrawings.
and thought it would be an important skill to have. Nowadays, I do design work on multiple occasions. I’m currently designing for a couple of events in Austin, TX. I’m proud of myself for trying something new and being able to add it to my skill set. How long has art been a part of your life? Art has been with me for pretty much my entire life, and I owe that to my mom. She went to school for art as well, and after discovering her student work when I was seven, I decided to start taking art lessons to follow in her footsteps. I went to an after school art program for about seven years where I learned how to draw, watercolor and oil paint. I took a few art classes in high school and submitted that work in my college applications. A handful of years later I’ve got a BFA and a job teaching painting. I’ve never not had art. Do you have any advice for other Pinot’s Palette artists? My advice for other artists would be to spend time with other creative people. I notice that my coworkers and I really seem to draw energy and inspiration from one another when it comes to creating new paintings and making classes fun. I know there are plenty of people that like to work alone, but I feel that spending some time with other creative minds provides encouragement and somehow makes it easier to get an idea for a painting translated onto a canvas. What is one of your favorite memories from working at Pinot’s Palette? I made an original painting last year that I taught for the first time around Mother’s Day. Not only did the class sell out, but I was surprised to discover an old friend of mine from high school and an old friend from college had both brought their moms to take the class. The class as a whole was very successful and I got to have a small reunion that day. I hadn’t seen my high school friend in four years and it was really fun to have the two friends meet each other.
What is your biggest artistic accomplishment so far? I managed to teach myself graphic design programs while I was in school. I had always been interested in digital art and vector illustration,
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The San Luis Scavenger Hunt Find the ten items listed below in the hotel. Get ready to play detective and discover secrets of The San Luis Resort! The first to complete wins a mystery prize!* 1. Where is this?
8. How many gelato flavors does Cup + Cone have? 9. Where is this?
2. What is your pool bar bartender’s name? 3. What is the name of the resident parrot? 10. Where is this? 4. Introduce yourself to two new franchisees.
5. Where is this? *Snap a photo of the completed scavenger hunt and send it via email to Lori@pinotspalette.com
6. How many total bars are at The San Luis? 7. What is the most popular appetizer at Blake’s Bistro? 34
FUN&games
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Are you ready to grow your business? Contact us today to get started. 36
Alison Wallace 713-521-4362 awallace@khou.com GODigitalMarketing.com
REACHout FRANCHISE COUNCIL Reed Alewel (702.334.0392) thedisctrict@pinotspalette.com Roger Wise (775.342.3401) renowest@pinotspalette.com Diana Mojica (832.443.7494) diana@pinotspalette.com Pamela Bartlett (630.965.6395) pamela@pinotspalette.com James Serrano (813.928.8131) james@sandsllc.com Jackie Casey (406.860.1049) jackie@pinotspalette.com Victoria White (913.710.4457) vjwlove@gmail.com
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ASK US HOW WE CAN HELP! Kara Scandaglia MULTIMEDIA ADVERTISING REPRESENTATIVE p: 718-816-2815 e: scandaglia@siadvance.com
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