Prom season can be just as profitable as bridal season if you play your cards right and treat your guests like it's the special day they want it to be.
ADVERTISE WHERE THEY’LL SEE IT. Make fliers for current teen clients to give to friends and classmates. Trade a free manicure with the manager or owner of the local teen food spot; tape up posters to the inside of stalls and make table tents to sit on the tables.
STRESS YOUR PROM POLICY TO CURRENT CUSTOMERS. “Most teens believe that they can walk into our salon and have their nails done at that moment,” says Elyse Simons of Nail Salon, Etc. in Bethlehem, Pa. “However, our standing customers and moms realize they need to schedule an appointment for their prom-going daughters as soon as the date has been set.”
MAKE IT A PARTY FROM THE GET-GO. Cassie Piasecki at The Nail Lounge in Costa Mesa, Calif., creates a pre-party atmosphere with loud music, cupcakes, drinks, muffins, and bananas.
MAKE THEM OVER. Piasecki also hires a freelance make-up artist for the day of the dance and charges $25 per girl.
OFFER PRESCRIPTION NAILS TO PROM GOERS. “They are customizable full-coverage nails that soak off in 10 minutes with acetone,” says Katherine Fahring of Nails at Panache in St. Louis, Mo. “They last two weeks and then are removed with no long-term commitment to nail enhancements.”
GET CREATIVE AND GIVE SPECIALS. “We usually offer great deals on airbrush or nail art for the prom or Homecoming season,” says Tara Arbogast.
GET THE GUYS IN ON IT, TOO “Another thing we usually do is advertise for guys to come in for $10 manicures,” Arbogast adds. “it seems to work pretty well!”
USE THE TECHNOLOGY AT HAND. The new Imaginail machine will be busy during the prom season for Mary Ellen Laferriere of Classy Nails in Waterbury, Conn. The computer nail art machine is a quick and easy way to offer something original and different.
DRESS THEM UP RIGHT. Cuticles Inc. in Indialantic, Fla., has clients bring in their dresses, so the nail tech can match the nail art to the dress.
REMIND THEM TO TAKE PICTURES IN THEIR DRESSES THAT HIGHLIGHT THEIR NAILS. Collect the pictures over the next couple of weeks and use them in your portfolio or in ads for next year’s prom season.