Retreat Minutes

Minutes from the OH/PA of the Association of Image Consultants Summer Education Retreat in Cleveland, Ohio Friday, August 17th-19th, 2007
Recorded by Jill Haney, Secretary

The OH/PA of the Association of Image Consultants Summer Education Retreat opened Friday, August 17th with a one hour Lolly the Trolley tour of downtown Cleveland. Who knew there were so many fascinating and innovative ideas and buildings that originated in Cleveland?

After the tour we had a fabulous etiquette training dinner presented by our very own LisaMarie Luccioni at the Metropolitan Cafe. Thank you LisaMarie for all that you taught us regarding table manner and dining etiquette. It was very educational indeed.

Saturday morning opened with Introductions of the Board and welcome to speakers:

Chapter Board
Kristen Kaleal, President
Erica Torres-Dudziak, Vice President
LisaMarie Luccioni, MA AICI CIP, Treasurer & Past President
Jill Haney, AICI, Secretary

Erica gave the history of AICI

Founded 1990 and currently has over 900 members in 40 countries!
In addition to image consultants, members of AICI include: dieticians, hair stylists, business consultants...a very broad range of members.

Saturday Presenters:
Coach Joelle Prochera gave a very motivational and informative presentation on living passionately and daring to dream big.

- Who we are in the future has nothing to do with who we have been in the past.

- Everything starts as a dream and we can be A Master Life Creator! In order to do this we need to follow the rules: play, show up. and be open, flexible, and curious.

Leslie Carruthers-TheSearchGuru.com

- Marketing on the internet. Your customers are searching for you online. Can they find you? Websites can be a highly productive sales channel.
- Have a strategy so your customers can find you.
- Clear business objectives: protect your domain, improve visibility (remember customers are looking for you), and increase traffic, sales, and market share through testimonials.

Assessing your website.
- Never change your domain EVER because an older domain outweighs a younger domain.
- Follow the rules of usability and be compliant on accessibility.

Set Benchmarks.
- Determine your website statistics: how many clicks, how long did visitor stay, and who are they? Check this information monthly.

Identify Keyphrases
- Understand the importance of titletag, metatag, and keyphrases. These all set a strng foundation for your SEO efforts.
- Perform keyphrase research at least once a year.

Blogging helps your business develop a corporate personality and helps grow your website. Make sure blog is on your website and not on blogspot (for example).

People and spiders need to be able to find you. People first and spiders second. Make sure those spiders can find you!

Research how your html is running.

Make sure every page of your website has a call to action.
- For example, call or e-mail for your free image consulting consultation.

Kelly Smith: Messages from Martha

The ClevelandWomen.com trend columnist was fortunate to have the opportunity to hear Martha speak on being a successful entrepreneur.

- Regarding image, Martha suggests to always look pulled together, make sure we present ourselves in a positive note when meeting someone for the first time (a positive first impression) and take into consideration how we present ourselves to others. In order to have a powerful presence we need to be aware of our attitude towards others.

- Riches in Niches: In order to be successful how can we fill a void in the marketplace and offer what no one else is offering. Always relate decisions back to the customer and how to make them happy.

- Successful entrepreneurs surround themselves with creative and supportin g individuals. They will help keep ideas fresh.

- Remember the ultimate consumer...be aware of the small details (devil is in the details as they say). Keep on top of business practices by connecting with clients and consumers.

Everyone in attendance received a copy of The Martha Rules, courtesy of the AICI OH/PA Chapter!

Debbie Carney, CPO - Business Organization Strategies
Debbie provided us with organizing solutions for our business and our personal lives.

- Organization is all about making decisions. Disorganization translates into lost revenue!

- Debbie gave us many tips and tools to help keep us organized. In particular she likes the website seejanework.com for cute tools to get our offices organized. She also recommends RoboForm software to manage and organize our passwords.

Our very own Kristen Kaleal spoke to us on Platform Building: Getting to the next level NOW!

What is a Brand? The promise of an experience. Are we consistent with who we are? What are our goals, visions, and attitudes that help us deliver the promise of our brand?

What is a Platform? That which makes you stand out from the competition. As image consultants it is important to always look the part.
- You never know if your big break is right around the corner. It's best to keep an official record of everything you do.
- We need the credentials to back up what we do. (For example, membership in AICI and testimonials from clients.)
- We need strong connections with movers and shakers in the community.
- Why do we need a Platform? It brings value to everything we do, creates buzz in our community, and makes us the obvious choice.

How to start your Platform.
- Have a website and know how many hits it receives a month.
- Speaking engagements are key in helping create buzz (check out buzzdoodle.com for tips). Always get email addresses from participants at speaking engagements.
- When on the radio or tv maintain a library for your website.
- How to build a Platform template. Have an organized resume or biography that lists your current projects, education, all professional qualifications, and all media appearances (print, radio, tv).
- Make it happen! Have a newsletter to send to everyone on your email list, schedule speaking engagements, write a book, if possible, it lends credibility and can be your ticket into the big time.

Jen Gonzalez - Hair stylist from Joey and Me salon in Amherst, OH
Jen was cute as a button and offered great information on what products to use.
Poker straight hair is out and more voluminous hair (think hot rollers) is in. Also, bobs (think Jenny McCarthy and Victoria Beckham) are hot.

- Products are our friends. Great tip...put product in wet hair and put on makeup and get dressed. Let the product sit in the hair for a few minutes. On a personal note, I have been doing this since the retreat and I notice a big difference.

- As we age hair can become very dull. Toners can provide a rich, shiny color and last 3-6 weeks. Ask your stylist about toners.

- Best home hair color is Clairol and worst is Feria. Do not use Feria because it contains sulfur and will make it difficult for hair to be treated with another color.

- Hair below the shoulders does nothing for the shape of the face....Hollywood take note.

Samuel Hilliard - Menswear specialist for Jos. A. Bank
(coming soon!)