BIZ FRONT

Akin Konizi, International Creative Director at HOB Salons and a four-time British Hairdresser of the Year, explains how winning awards help uplift businesses and gain the customer’s trust.

The members of an industry toil immensely hard for success; making a name in the world is a dream shared by all. The natural expectation that follows hours of sincere effort is acknowledgement and fame, and nothing fulfils that better than winning an esteemed award. But as an entrepreneur, have you ever considered that an award can do more than boost your reputation? It can actually elevate your business!

Here is what Akin Konizi, International Creative Director at HOB Salons, has to share on how awards can be instrumental in building a loyal client base and attracting new business opportunities:

Showcase your success in your salon

“Don’t be shy about your achievements! Let your clients see them! Place awards, certificates and trophies in prominent positions, such as reception areas or styling stations, where clients can easily spot them. Make sure your team is ready to explain what the awards mean and how they reflect the salon’s commitment to excellence. When clients see that they’re being treated by an award-winning team, they’ll feel more confident in your services. At the 2024 British Hairdressing Awards, we proudly took home three incredible titles: Artistic Team of the Year, London Hairdresser of the Year and Trend Image of the Year. Promoting these award wins on our windows represents the time, dedication and hard work that goes on behind the scenes at HOB. When clients see the titles you’ve won, they recognise them as a reflection of our commitment to excellence.”

Promote across digital platforms

“Your digital presence is an extension of your salon’s reputation. Update your website with a dedicated ‘Awards and Achievements’ page and include a banner on your homepage highlighting your latest win. On social media, post celebratory content featuring your team with the awards, behind-the-scenes moments from the competition, and testimonials from clients who’ve experienced the exceptional service that earned you the accolade.”

Add your wins to your marketing campaigns

“Awards provide an excellent opportunity to create fresh marketing content that positions you, your business and team members as leaders in the industry. Use award wins as the foundation for promotional campaigns, highlighting phrases like ‘Experience award-winning hairdressing’ or ‘Book with our award-winning team today.’”

Use them to strengthen client trust

“Awards don’t just attract new clients; they reassure existing ones that they’re in the best hands. When clients see that your business and team are consistently winning awards, it reinforces their decision to stay loyal; they will share your pride and feel part of something out of the ordinary. Make sure your team highlights the link between the awards and the ongoing investment in training and education that ensures clients continue to receive cutting-edge services. Include award mentions in appointment confirmation emails or newsletters to remind clients of your salon’s commitment to excellence. A simple note like ‘You’re booked with our award-winning team— see you soon’ goes a long way in building trust.”

Deliver award-winning service every day

“Your team is the backbone of your success, and awards are a reflection of their talent, dedication and creativity. Celebrate these achievements with your staff and use them as motivation to continue striving for excellence. Host team meetings where you discuss the significance of the awards and encourage your team to maintain those high standards in every client interaction. For team members who thrive on competition and winning, awards can be a great motivational force, encouraging loyalty from your people and consistency for your clients.”