This complete, concise, do-it-yourself guide authoritatively presents the what's, when's, and how's of successful and cost-effective salon marketing. It introduces you to the public relations challenges and unveils the basic steps needed to launch a winning public relations program. You'll discover how to take advantage of choice marketing opportunities, spread the word about your operation via networking, and use proven marketing strategies to gain new clients and keep current ones. -How to identify efforts that will effectively market a salon or professional. -How and when to activate marketing strategies. -Comprehensive coverage of public relations, publicity efforts and effective networking. -How to gain new clients and keep current clients, too.