E4: The Business of Beauty: Elevating Salon Education Events with Kai Flood

Written By Michael Kranitz
Today we’re talking about how to manage the shifting dynamics of engagement in a virtual platform in the context of the Beauty industry! Here to talk about it is Kai Flood, an internal sales partner and part of the education team at The Salon People, an organization that helps stylists become their best selves as part of the Aveda Products Team. Kai has a wealth of experience in positions of leadership for various groups and jobs. She has a unique passion for education and teaching others how to care for the world and coordinates the events and classes that make it happen.

[00:01 - 05:02] Opening Segment

  • I welcome and introduce Kai Flood

  • Education team

  • Events for Aveda Products

  • Kai gives background on her usual role before the pandemic

  • Education and events coordinator

  • Classes for skill sets

  • Dare to Dream

  • How to have a more profitable salon

  • 70-75 events per 6 months

  • Aveda events

  • All events held in Florida

  • Partnering with Aveda

  • Accreditations you can receive

[05:03 - 10:08] From Zero to Sixty, Adjusting for Covid19

  • Kai talks about how events were usually held

  • No virtual events prior

  • Adjusting for Covid19

  • Fewer events

  • 6-7 classes per weekend previously

  • Partnering with Aveda North America

  • 2 hours from 7 hours

  • Negative effects of going virtual

  • A drop in attendance

  • The effects of having a free V.E.

  • Watching the recording later

  • How the Virtual events are managed

  • The more attended one are less interactive

  • Pulling teeth to get interaction

[10:09 - 15:36] Changing the Event Dynamics 

  • Kai talks about how they are managing event value

  • Putting a value on the event

  • Special code

  • Example of a class this week

  • The possibility of paying for the event

  • A spot saved for you

  • Driving intensive

  • Kai shares about the Covid strategy

  • In place until told otherwise

[15:37 - 18:56] Closing Segment

  • Kai talks about working with the distributors

  • Private, in-salon classes

  • Cautions in place

  • Kai’s advice for other planners

  • You’re not alone

  • This will pass

  • Hang in there

  • Final words

Michael Kranitz
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