Readers respond: How do you market new nail services?
Illustration by Chris Murphy
I think the best way to market a new service is word-of-mouth by a few satisfied customers. Before you know it, you’ll have clients lining up for their turn. I’ve even given a couple of free services to clients and their hands were my advertisement. It has paid off tenfold in the long run. Let your work and satisfied customers speak for you. It goes a long way.
Nails in a Snap (Roseville, Mich.)
With all new services I introduce to my clients (for example, I recently started doing pink and white acrylics), there is no additional charge during my “learning” period, since many of my clients are willing to be “guinea pigs.” It’s an excellent way to practice and perfect a service. I would do this with certain areas of art, such as airbrushing. When I do actually introduce a service, I revise my price list and then I can feel comfortable about offering it at full price.
The Nail Palace (Clovis, Calif.)
Researching new products and techniques is very important before offering them to clients. Listening to your clientele and getting acquainted with their wants and needs makes it a lot easier to determine if and what to introduce to them and the right time to move on it. Then, talk about it extensively with your clients. I let them know that I’ve got something new and I’m sure they’re going to like it. Sometimes I advertise in the local paper or send out postcards for an introductory offer. (I include a special thank you gift for trying the service, but I never offer a discount.) However, word-of-mouth is my best advertisement. I have found that making sure my clients know that they have a role in deciding these things makes it easier to promote new services and products, as well as inspire a sense of customer loyalty
Nails by Audrey Lulow at Janie’s Country Cuts (Woodbury, Tenn.)
Usually, I just mention the new service to the client and explain it to them. They either book an appointment for the next time or they get it done right then if I can fit it in. I sometimes send postcards out and place signs around the salon announcing the new service and telling them to ask me about it. I also give our stylist and receptionist the service for free so that they can tell the clients about how the service made them feel good. On occasion, I will have a drawing for a free service to introduce anything new that we have added.
Dillard’s Hair & Nail Salon (Auburn Ala.)