What would it look like if all magazines were nail magazines? We re-imagined 11 popular consumer magazines — from Modern Bride to Natural Health to Smart Money — to predict what they might look geared toward the nail world.
Time-Saving Tips for the Salon
[How shaving seconds off the little things can add up to more leisure and less stress]
> Using a daily planner can do wonders for a nail tech’s organizational skills. Writing down important dates and things to do helps keep them from going to the back of your mind — or altogether slipping it. With smart phones, you can set digital reminders to alert you to ensure you don’t forget.
> Once you have an idea of how you are spending your time, proactively set goals to try to improve it. Like an Olympic sprinter scrutinizes every second, if it takes you an average of 15 minutes to close the salon down, try to get that to 10. You may find that you’re already at your limit for certain tasks, but there’s no harm in trying, and you might surprise yourself.
> Investing in time-saving devices can help buy you time. One example would be if you’re a gel tech, use two UV lights instead of one, so you don’t have to wait.
> Double down on two-fers. If you’re in a pinch, and you have the skills, consider trying the double-decker service. There are techs who put two tables next to each other and work on two different sets of hands at a time. Manis can be done while the client soaks her feet for pedis. It all depends on your ability to organize your services and capitalize on their downtime, like the soak-off period and/or the curing time.
> Consider investing in salon software. One of the big time eaters for nail techs is the booking process. It might be worth your while to have clients pre-book online. These programs can also save time on cancellations and reschedules as well.
Catering to Men
[How to get men into salons]
> If you want men to come in to your salon and pay for services, they need to feel relaxed and pampered just like women, but it takes a different ambience to do so. Keep your decor from becoming overly frilly and girly. Use earth tones over strong pinks and reds, and if the salon does not have a large male clientele yet, put in partitions so they can enjoy their services in private and not feel like an oddity on display.
> Have services that explicitly say they are for males. This could be a “sports” pedicure or a “Marc Anthony” manicure. Using language and products that appeal to men makes them more inclined to make these experiences a routine indulgence.
> Use your female clientele to bring in their male counterparts. Salons can offer couples service packages with secluded pedicure areas so they can focus on relaxing and enjoying the experience. Valentine’s Day is a great opportunity to offer special couples packages and discounts.
> Throw an event or salon party specifically for men. If you’re wondering how you can introduce your salon to the local male market, try a football day, where the guys can watch the game and hang out. Or think about a groom’s special for upcoming weddings.
> If you can’t bring them to you, then go to where they are. Partnering with gyms and shoe stores can be a great way to get men. You can offer a local shoe salesman a discount on his services if he refers serious runners to your new runner’s pedicure. And upscale gyms can be great places to market yourself to appearance-conscious males.
Here Comes the Bride
[Offering services to more than just the bride]
> Make sure your clients know you offer bridal parties. And beyond your clients, you might consider participating in a local bridal fair. For a nominal fee, you can offer complimentary hand massages while handing out menus and business cards to the brides-to-be. If there aren’t bridal fairs in your area, consider partnering with a local bridal shop or adding a line saying “Bridal parties welcome” to your ad, flier, mailer, etc.
> Don’t just offer day-of wedding services. Set up a program that allows the bride to come in for a consultation and pre-wedding nail maintenance. Help her grow her natural nails to her wedding-perfect length or get her started on a regular schedule so her nails will be in fine form on her big day.
> When the bride calls to book her bridal party, make sure she knows all of the services you offer — manicures and pedicures, of course, but also waxing, updos, and makeup applications. If you don’t offer these other services, you might consider partnering with a makeup artist or a hairstylist.
> Don’t forget about her man. Those wedding day pictures of the couple’s rings won’t mean much if the bride has impeccable nails and her groom’s nails are ragged and unkempt. Offer a groom’s service where he can come in for a manicure to help him get ready for his big day.
> You know how nervous brides can be. Don’t add to her stress by being disorganized. Think of everything she might need and have it ready before she even thinks about it. When you set up the appointment, ask if they’d like refreshments. Chances are it might be their only time to grab a quick bite before the reception.