Marketing & Promotions

Keep Your Advertising on Track

Look to race cars as an interesting way to promote your salon. 

What do nails and race cars have in common? For one thing, they’re both lovingly polished to a high gloss by their owners. For another, they’ve both developed a devoted following among the female portion of the population. According to a recent article in The York Sunday News, women’s infatuation with the sport of auto racing is growing rapidly; 40% of NASCAR’s 5.5 million fans are female, up from just 25% 15 years ago. With that in mind consider a new advertising vehicle: Sponsor a race car. Shari Finger, owner of Finger’s Nail Studios in W. Dundee,III., did it and it worked. She explains: “Last year, I was approached by one of my nail technicians, Jean Kinser; about sponsoring her race car. She happens to be a four-time SCCA National Champion. I thought, ‘If it works for those big NASCAR sponsors like STP, Skoal, and Tide, why couldn’t it work for nails?”’ A race car parked in front of the shop is quite an eye-catcher, says Finger “We’ve received a great response from men and women locally and at the national level, “she says.

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