I
have been working the craft and artistry of henna
since September 2003. I decided that in November 2003
I seemed to be getting enough positive feedback from
family and friends to go ahead and make this into
a viable business. Counting on the kindness of my
friends, my first few parties were booked. But no
other parties booked after those. I began to think
to myself, “How can I grow this business with
intelligence, integrity, and confidence?” I
have a background in customer service, management,
training, marketing and sales… not to mention
a Bachelor of Science degree in Biology. How does
this make me a successful henna artist? I’m
not really sure… but hopefully some of the ideas
to follow may assist you in achieving your goals for
your own business.
You
must know your product in order to sell it. So be
it televisions or houses, the seller must understand
their product inside and out in order to convey a
sense of confidence to the buyer. People do not buy
from those without confidence – I have watched
many a salesperson struggle with this. “But
I’m not a salesperson” you say, “I’m
a henna artisan, and selling is something that used
car lots focus on”… Yes, this may be true…
but if you want your business to thrive, you must
be able to sell your product. I spent many a night
reading articles online, pulling books from libraries,
playing with different henna powders, rolling applicators,
doodling on myself and any skin that I could find
– all to learn about the history, traditions
and artistry of henna. Of course, this is my passion,
so there is no effort or struggle to research one’s
own calling. I am still learning new things about
henna every time a client shares a story, or I buy
a new brand of powder to play with, or I read about
my fellow artisans’ experiences. To learn is
to grow, and this knowledge goes a long way in instilling
confidence in your clients to purchase your product
from you!
So,
now you know about your craft, and have some ability
to apply it. If you lack the ability to deliver a
quality design to your client, then keep practicing!
Your best advertisements come from the work you send
out walking the street.
This
leads to the next most important point in building
your henna business. You need to build awareness that
your product is out there, and is available. Your
goal here is to create a need for your service. Again,
without a need, there are no buyers. If we all rode
horses and parked our cars, there would be no need
for gas stations (but we would need hitching posts!).
There are several ways to achieve this, and you will
know your market best.
Wear
henna to be seen. Recognize when someone is admiring
your work, but may be too shy to approach you with
questions. Make eye contact with people around you,
smile, and greet them. As I talk to some person who
has shown interest in my designs, I am aware that
there may be others within earshot that will also
learn about henna.
Henna your friends and family, and have them do the
same as above! Preferably, henna them in a coffee
shop or somewhere in public (please do buy a coffee
first, and don’t just steal a table!) so that
again, people can see what you do. If you have never
worked a fair, or large event, then it may be surprising
how many people just want to watch you do your craft.
All these people potentially know other people who
may want to try henna. It is about networking…
and networking means being seen, and being remembered.
In
fact, henna people that may be able to refer people
to you. Invest your time in hennaing hair stylists,
estheticians, massage therapists (if allowed, some
cannot have stuff on their hands), cashiers at stores.
Have them understand that their henna is free in exchange
for help in marketing you.
Have
business cards printed. Yes, I said printed. Hire
a printing company and create professional business
cards. I started out with using the old inkjet here
in my office, on the blank templates that you tear
apart yourself. These served my purpose for a very
short time, as I realized that the cards would run
if they got wet… they became dog-eared quickly,
and the little perforated edge really screamed out
unprofessional to me over and over. I realized that
I am selling a premium luxury service… and my
marketing materials needed to reflect that. It has
been one of my best investments – my professionally
done business cards. If you have lots of henna competition
in your market, then leaving a professional impression
is paramount to getting a gig over another artist.
You appear worth your rate!
Give
those cards to the people you henna. Not just one…
give them 3 or 4. Ask if they would be so kind as
to pass along a card to anyone who may express interest
in their art. I have never had a client say no to
this yet. Who knows if the cards actually get given
out, but at least the seed is planted with a client
to please mention my business name! We have a great
advantage in what we are selling, because we create
an immediate personal relationship with every client
who sits across from us. Professional sales people
struggle on a daily basis for this advantage, in selling
their regular wares. We have it good! I know - I’ve
been there!
Make
up professional flyers. I have created 2 versions
of a 3 fold flyer. One focusing on expectant moms,
and one for my regular henna services. Then buy professional
holders for those flyers, so that they can be displayed
at events or stores that are willing. To be effective,
keep flyers simple and well illustrated. Use images
of your henna work interspersed with some text about
henna and its uses. Summarize your services, make
sure your contact information is large and clearly
stated. Keep them simple – you want people to
read it… not just open it and recycle it because
“it would take too long to go through”.
Flyers compliment the distribution of business cards
in that the flyers have the images on it, for those
who may not know what henna can look like.
Website.
Create one if you want to succeed in establishing
your business. We sell an intangible item… but
it is linked with emotion… A website can convey
the flavour of your personal business, in addition
to showcasing your work. A word about websites…
keep them as professional as your business cards.
Again, remember that you are selling a luxury service.
Invest in your website, and watch your business grow.
Buy your domain name. Have your site designed by someone
if you cannot muddle through yourself and you can
afford it. Otherwise… muddle through and build
it yourself (I did!). Nothing is more annoying than
pop-ups, or auto advertisements or automatic windows
opening every time you click on a link. Obviously,
do what you can afford. But I think it costs more
than it is worth to use “free” webspace…
it does not reflect well upon your business, if your
goal is to gain more / bigger gigs.
Tent
/ canopy. This item is invaluable if you
are working street fairs or outdoor markets. They
allow you to carve out a little haven to welcome people
into for their henna experience. They provide you
a kinder working environment with sun/weather protection
and add credibility to your operation. Take your time
in building and decorating it. It does not have to
be an instant Casbah your first time popping it up…
let it grow with you, and your clients will sense
a comfortable place to be. You have some tools now…
How on earth do you use them? Welcome to Mehndi Marketing
101! I view my business a few ways. Warm weather henna
and cold weather henna. I live in Canada, so my goal
to create a successful business means I must work
henna through the winter months. Here is a list of
areas to consider marketing to, in order to ensure
you can pay your gas bill like I can!
- Street Festivals
– these require an investment for table
space, and then you bring in the bacon by charging
each client on a per design basis. Organized books
with clear pricing are a must for these events.
Also having a paid assistant allows them to manage
the crowd and sell the henna idea, while you keep
your head down and henna like the wind! Search
for street festivals in your area on the internet,
or contact the chamber of commerce, city hall,
or community associations to see what might fit
your tent.
- Charity Events
– There is no better way to expose your
company and help other people at the same time
then to work a charity event. I work as many as
I can, because it not only feels good to help
the charity, but it puts me in a place where there
are very open minded people to whom I can speak
to about my business and services.
- Public Runs,
Walks, Sporting Events – any event that
may draw a crowd, may be a potential spot for
your henna tent. Call the organizers and offer
your services for hire, or ask if you can set
up your tent to add a unique feature.
- Corporate events
– These are harder to nail, as they require
more work in selling yourself. You need to know
people to get into these events. You need professional
tools to get hired – business cards, website,
and flyers. Get out there and start networking!
Most large companies have events through the year
that you may be hired for: Christmas parties,
summer picnics, AGM’s, retreats, team building
events – you get the picture.
- Parties –
Yes, we all know about our standard henna party.
I used to give each client I hennaed (no matter
what the event was) an aftercare sheet (with my
contact info on it) and a flyer summarizing my
services. I don’t think I booked many events
from that method. In my effort to keep learning,
I read a post somewhere suggesting putting your
party info right on the back of your aftercare
sheet. I did this, and have had mucho success
in people 1) asking about parties when I hand
them their aftercare info and 2) having people
book off these sheets!
- Event Planners
– You may be able to land gigs with becoming
part of the stable of entertainers that event
planners keep. Be warned though, it is a bit like
selling your soul… They may not want you
to self promote your business at events they line
up for you, so that they will remain in control
of receiving their cut. It is a good option if
you are not prepared to launch your own business
but are looking for paying events!
- Schools –
offer your services for hire (similar to a DJ
or a caterer) for graduation ceremonies (but watch
the wet henna and those gowns!). Many schools
have activity days that may have a fit for your
skills too. Or see if the art department has some
extra change in order to hire you for a workshop
or two.
- Tattoo Parlors
– network with tattoo parlors to have them
encourage hesitant clients of theirs to have a
design done in henna first. Work in their space
if you want to negotiate that, or have them send
them to you for personal appointments, if you
are set up for home / studio visits.
- Brides –
these you find by networking to the right market
– target print ads may be effective, but
word of mouth is how to book brides! Setting up
at bridal shows may be effective, but look out
– these booths are pricey!
- PreNatal Henna
– Find tummies to henna by placing flyers
/ posters in maternity clinics, birthing centers
and midwife offices. Meet your local midwives
and doulas… they are more likely to help
find tummies for you than the ObGyn in most cases.
Relationships with photographers who do prenatal
portraits can be a clever way to find moms-to-be
as well. Contact them by phone or email and offer
your services to their clients, as a unique idea
for prenatal adornment. If you choose, you can
thank your referring photographers with a referral
fee of some sort, or free henna.
- Birthday parties
– I have kids – so I know other people
with kids, who know other people with kids –
get the idea? Networking works here really well
– or a presence on the internet for those
seeking a henna birthday party for their kids.
Lots of communities will also print out a Birthday
Resource guide for parents. A print ad in this
type of publication may be worthwhile, but make
sure you get a picture or two in there!
- Silent auctions
– Get people knowing who you are by donating
a party or a gift certificate to charity events
and silent auctions. Make sure you have an informative
“display” and lots of business cards
/ flyers to go along with them, so that people
browsing by the items will know about what you
do. One person will win the item, but many will
look at your info!
- Feature at booth
at trade show – offer you services to a
company as a “feature” at a trade
show. They win by hiring a great crowd drawing
attraction (and can market to the crowd as they
wait for their free henna), and you get not only
a paying gig, but also the exposure at the trade
show.
- Vacation henna
– keep an ear out for friends / family who
are traveling… make sure they get hennaed
safely before they leave!
Well, that concludes
our little wander through my head. I hope that some
of these ideas will help you in building both your
business and your reputation. You may certainly
contact me if you would like to open a discussion
specific to your area or to a target market you
are trying to secure.
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