For many potential clients, the Internet is their first stop in the search for salons. While a salon menu, contact information, and great pictures of your salon (and even your nails) are a necessity, a snazzy, snappy promo-video can really help set your salon apart from the rest.
Videos in Action
Julep Nail Parlor
With four locations in the greater Seattle area, Julep Nail Parlor has an excellent video on its website, which was acquired through Citysearch. At about one minute and thirty seconds, the clip is perfect for fast-paced web surfers who are in a hurry to choose a salon. Owner Jane Park explains the salon’s homey concept, while the B-shots (secondary footage) transport you to the cozy and bustling salon. This video also does a great job of going over products and sanitation procedures.
Zenka Nail Beauty Lounge
Zenka Nail Beauty Lounge has an excellent video, with sweeping shots of the salon, closeup shots of gel manicures, and great quick interviews of manicurists and of owner Emi Wayner. The video was made through Citysearch, was shot in only 90 minutes, and edited within four days. "This video has been great for not only clients, but also new hires," says Wayner. "I’ve gotten so many compliments from both applicants and new clients who said they thought the salon looked friendly and nice just from the video, and that’s why they came in."
Bonjour Nail Spa
YouTube: "Bonjour Nail Spa"
If you’re on a super-tight budget, you can even shoot your own quick video tour, like Bonjour Nail Spa in Winter Park, Fla. The video is a point-of-view walkthrough of the salon with intermittent narration to highlight different features like window views, sanitation procedures, and pedicure stations. The video is broken up into three parts, and has been posted on YouTube. The video does a great job of giving potential clients an idea of what the salon looks like.
Solar Nails and Spa
YouTube: "Solar Nails and Spa Park City"
It might be worth trying to contact any local public access news channels and invite them to come have a complimentary pedicure in exchange for an interview and video of the salon. Solar Nails and Spa in Park City, Utah, has a nice video from www.ParkCity.tv that covers local news and events. This video includes a nice demonstration of a spa pedicure, showing the mask, scrub, and lotion being applied to the very happy interviewer, which will likely entice potential local clients who are watching.
You’re on Film: Things to Remember
Whether you’re thinking of getting a video through Citysearch or Yellowpages, finding your own local videographer, or going through Studio Now or TurnHere, there are some things you should keep in mind to make sure your video turns out the way you want.
Storyboard your ideas before you meet. If you have artistic talent, or know someone who can sketch, it can be helpful to draw out a couple of camera angles that you think could help reinforce your salon’s strength. This can be a panning shot of a nice entrance or waiting room, or a zooming shot to show your salon’s depth and floor space.
Identify any retail that sets your salon apart. At Julep Nail Parlor, a Seattle-area salon chain, they feature their signature brand of polish in the video. If you have something unique that you retail, or a presentable retail section, make sure you tell your videographer that you’d like to show it off.
Practice speaking in front of a camera. Don’t be too shy to talk on video and help represent your salon. Think about what you’d want to say to potential clients, and practice a few times with a personal camera, (or a mirror if you don’t have one). That way you won’t be as nervous when the videographer turns on his camera the day of the shoot. (And don’t be afraid to ask them for a second take if you don’t feel comfortable the first go round.)
Pick a time when there are people in your salon. Potential customers like to see a salon with a healthy attendance. Pick a time when the salon has a nice mix of clients so the frame has some action in it when it pans over your salon. You could even invite some of your best customers (or friends and family) in to "stage" a bustling salon atmosphere so you have more control.
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