‘Zee Talk’ with Dana DeMarino, Deka Lash

Dana DeMarino — High-Performing Deka Lash Franchisee

1. How long have you been in franchising? What location do you currently own?

Deka Lash is my first franchise endeavor! I currently own Deka Lash Canton and am opening up 2 more locations.

2. How long have you been a Franchise Ramp client? 

I became a Franchise Ramp client around October/November of 2020.

3. What results did you achieve with your location, and what do you think was the biggest contributors to that success? 

We have extremely full books! We are growing very rapidly and I truly believe that Franchise Ramp is a leading force with getting our name out there. We have received so many leads through Franchise Ramp and it has helped to grow our lead and client base tremendously. 

4. What do you think is a core differentiator that allows you to reach the next level of success? 

I believe that it is all about WHAT you do with the leads. You can’t just pay for leads and then expect them to come to you with zero effort. What kinds of ways do you come up with to stay in each of their ears as much as possible without being “too much.” There is a healthy balance of milking the lead list, and you need to find what that balance is at your individual studio.

You have to be able to pick up on trends in your area, listen to the clients who do come in, listen to the questions they are asking, and know what to do with that information. You need to understand YOUR market in order to properly and effectively catch them on your fish hook.

From there it is all about targeted and strategic marketing methods. Just because you may think something would catch your attention does not mean that it will catch your market’s attention. Discounts and promos are not the saving grace and the only way to get people to book with you. You have their attention to a certain degree, just don’t let them forget about you! No matter what it is. You also can’t forget about phenomenal customer service!

5. Any advice for other Owners in your industry?

Do not underestimate the power of marketing/advertising. My philosophy is that I will try throwing any type of advertising at the wall and see what sticks. If it does not work, great. If it does work, fantastic.

There are so many free ways to reach people now with social media, all it takes is putting the time in. Do what others do not. Make it personal. Figure out all of the little processes that you need to have in your studio and make sure your staff is on point with them. Nobody will do for your business like you will. Try to relate to your clients and your market. This will be easier for some than others, but it doesn’t hurt to try your best. In fact, it helps a lot.

Again, MAKE IT PERSONAL. Capitalize on word of mouth marketing. Even if someone is unhappy with their service, or they are not a good candidate for lashes, I can almost guarantee that their mother, sister, friend, cousin, aunt, or co-worker is. Make them remember how you treated them at their most upset/angriest moment. That is what lasts! 

6. What are your goals in 2021?

To have my 2nd location close to being up and running if not already open. I also want to see my 1st studio become a well-greased machine! I can’t wait to have each of the studios supporting each other. 

7. What have you learned in the past year that has helped you be a better business owner?

Absolutely NOTHING goes the way it is planned. Even if you are fully prepared. Expect the worst but figure out a solution to every single problem. Don’t just automatically accept problems. Do what you can. Re-route, reposition. Figure out the next step and do whatever it takes to keep the business moving forward. Again, make it personal. However, not so personal that you don’t know how to face a problem, figure out how to fix it, and move on. Every single detail matters, even if you don’t think it does. Every single employee and moving part in that studio/business looks at you. They depend on you. You create the atmosphere, the mentality, and the work environment; don’t let it be a negative/quitting mentality.