Kelly Ehlers
Kelly Ehlers is an innovator and recognized leader in all things social and mobile. Having spent over a decade in the fast-paced branding agency world, working with grassroots start-ups to multi-billion dollar brands, Ehlers understands the connectivity between traditional marketing tactics and the integration of emerging digital technology.With the social and mobile media revolution on the horizon, Ehlers founded Evoke Brand Strategies in 2009, an agency that focuses on providing innovative solutions for brands and individuals looking to communicate in the ever-changing digital space. Her firm is currently working with multiple industry-leading Fortune 50 brands as well as grassroots start-ups to develop and execute cutting-edge strategies that drive revenue and amplify customer loyalty.Whether speaking and training on mobile and social media or developing award-winning strategies for brands, Kelly’s enthusiasm for her industry is unmatched. As a result, in 2011, Ehlers was name one of the Top 25 Women in Business in Phoenix from the Phoenix Business Journal and continues to be a nationally recognized social and mobile media educator.
Why the beauty industry?
[caption id="" align="alignright" width="222"] Kelly's Mom, Diane, in beauty school during the early 1970's.[/caption]
I guess you could say it’s in my blood. My mother, Diane Laabs, was a stylist and salon owner for almost 40 years and from an early age was my role model, inspiring to love all things beauty (especially BIG hair)! There was never day we walked out of the house without our hair done - and lipstick on…it was just how I was raised. That love and affinity for the industry has stayed with me and today, I feel incredibly blessed to be a part of…it’s a dream come true!
Will you share your personal journey into the field?
Sure! It all started at an early age – I guess you could say I literally ‘grew up’ in a salon. I loved the days we headed from the school bus to my mom’s salon…I can remember dusting shelves and helping her restock products for a quarter – I loved it!
Jump ahead a few years and after college I worked in the marketing/PR agency setting for quite some time and always knew I had aspirations of starting a firm of my own. With the mobile and social media revolution upon us, I jumped out ahead of the curve and educated myself on all things social, getting my employers up-to-speed on platforms and how to utilize them for business until one day I knew it was time to go out on my own.
I started Evoke Brand Strategies (www.evokebrands.com) and have never looked back. A few special people in my life helped to open some doors and I seized the opportunity to present my social expertise to some very prominent salon professional brands and influential stylists. Needless to say, they were impressed and here I am today! Because of the relationships I’ve developed with those key players, word spread and now my business is mostly based on referrals and primarily within the salon professional industry!
What is the most common mistake you see salons make regarding their brand? Marketing?
I wouldn’t necessarily say that they are are making ‘mistakes’ rather, I think salon owners, stylists and even beauty school students have great opportunities to embrace social media to grow their businesses and personal brands. From utilizing social platforms to showcase their work to engaging their clients about trends, education, products and promotions – with the salon industry being inherently ‘social’ - it’s the perfect recipe for success.
If you could get stylists to follow just one piece of advice, what would it be?
Can I say, hire Evoke? But in all seriousness – start educating yourself on the social media world and jump in! Don’t be afraid to experiment, try different things, post new deals on Facebook, quick how-to videos on YouTube, set up a Pinterest account and pin away – or, even start a blog! You never know where social media may lead you, or when it may lead a new client to your salon door.
Additionally, next month (April) I’ll be debuting an exclusive new blog and monthly contributions with Modern Salon Media, talking about how salon owners and stylists can properly utilize social media platforms to drive business and build their brands. Be sure to check out the blog for the latest tips and trends to get your salon started!
[caption id="attachment_1421" align="aligncenter" width="300"] Kelly and her Mom visit the Modern Salon Booth at the ABS Show in Chicago.[/caption]
What do you feel has driven your success?
Without a doubt it has to be the motivation and drive that was instilled in me throughout my childhood. Growing up on a farm, there was never a day we weren’t responsible for some type of chores – our work was never done. I take that same approach with my business. I’m always striving for more, thinking of the next ‘big’ idea, how I can help revolutionize the beauty and salon professional industry and most importantly, make a difference in how salons and stylists approach social and mobile media. I have a hard time shutting it off at night, but thankfully that’s where my amazing husband and son come in to play.
Tell us about the work you do with Beauty Bus.
I’m lucky enough to donate my time to the wonderful organization, Beauty Bus. I’m helping their talented team with outreach from a social media standpoint and hope to continue to spread the word about the amazing things they are doing.
What inspires you?
It’s inspiring to be in such a highly creative industry! I love working with my clients and top stylists to brainstorm new ideas on how they can share their creative genius with the rest of the world through social media. Today’s technology allows me to combine my marketing expertise with the creative minds in the beauty industry to develop new ways of communicating. We’re on the verge of a shift in the way brands and individuals connect – I’m excited to be on the forefront of that shift.
Most amazing moment during your career...
Early last year, I was selected from my peers and colleagues as one of the Top 25 Women in Business in Phoenix, AZ. The award was presented both in recognition of my business acumen as well as charitable endeavors - receiving that news was just incredible! The core component to both my personal life and Evoke Brand Strategies is ‘giving back’ which I take very seriously. Being recognized for the time and commitment to that philosophy was very rewarding.
What is your next big goal?
No doubt I have some pretty big initiatives on the table that I feel will revolutionize the salon professional industry in regards to social media. I’m currently in the process of launching my own education platform, StyleSync, where I’m taking “behind the chair” to the “social sphere.” It’s part of an initiative I’ve created to bring social media knowledge to salon owners and stylists on a large scale…from there, I guess you’ll just have to wait and see? But trust me, like my hair – it will be big!
Need more Kelly? Of course, you do... stalk her here!
www.facebook.com/evokebrandstrategies
COMING SOON: www.stylesync.me
Kelly will be speaking about social media at the BSG Shows this year. Check her out:
Galveston - 3/18-19
Nashville - 3/25-26
San Jose - 4/22-23
Baltimore - 5/6-7
Others in the fall, TBD!