We have begun to notice all of the businesses in our area. We have realized that there is so much potential surrounding us. We have compiled a list of the companies near our salon we can tap into. All we need to do is get out of the salon and get some of those potential clients in our chairs. This next idea, too, will get us out of the salon and out of our comfort zone. Next in our self-promotion series is “Team Colors.”

We have obviously made this a team contest in my salon. We started with making a gift certificate template. If you place them right, you should be able to get four on a page. The certificate can say anything you want; we chose to make $25 certificates. Yes, $25 is aggressive, but we have learned in the past that the value has to be there to get a client into the salon. Make sure your gift certificate has your salon phone number, website, and address on it. Our certificate says $25 off a pedicure, facial, massage, color, or highlight. We made these certificates identical for each team. The only difference is the color of paper the certificates were printed on. My team was team coral, Sandie’s team turquoise, Bart’s team purple and MaLissa’s team yellow.

When our team had open time, we used our paper cutter to cut the certificates apart. It’s important that the certificate looks professional and not like a kindergartner cut them apart. We filled in the expiration date — the gift certificate should expire in 30 to 60 days. Why? So, you have a call to action and it forces them to use it quickly.

We again refer to the Business of the Week/Gift Bag Drop list of companies. We called the businesses on the list, telling them, “We have gift certificates for you and your employees.”  We then tell them, “The certificates can be handed out at meetings, placed in paycheck envelopes, or given out as bonuses. You may choose to distribute them however you wish.” We then ask how many they will need.

I have to share with you that many of the managers we spoke with were so excited. To our surprise, they offered us something in return. We received free appetizers, complimentary drink coupons, gift certificates and other items. Many of the businesses we spoke to asked if we could form some kind of partnership or promotion. This would have never happened if we didn’t step out of our salon.

Our staff would deliver the certificates to the companies. Of course they looked their best when dropping off the certificates;  they’re representing the salon. The colored certificates began to roll back into the salon as they were redeemed. We kept a team score board; this was easy because the certificates were printed on different colored paper. We decided that all team members would honor the certificates, regardless of the paper color. It became too much of a booking issue to coordinate the color/team member with each client. We also weren’t able to have a massage therapist and skin care specialist on every team.

The team with the most certificates redeemed was crowned the winning team. You can reward the winning team with prizes, a pizza lunch, or whatever you feel will motivate your staff.

The certificates can vary with a promotion or dollar amount of your choice. If you are doing this promotion solo you can offer $25 off upgraded pedicures, Shellac manicures, or new sets of gel or acrylic nails. The choice is up to you. We not only dropped these certificates off at business, but we used them in our everyday life. When we paid our bill at a restaurant, we left a certificate in with the tip. We left them in restaurant bathrooms, handed them out to our cashier when we went shopping and left a certificate with everyone we came in contact with. We gave them away when someone complimented us on our hair or nails.

With the Business of the Week, the Gift Bag Drop, and the Team Colors promotions, the possibilities are endless. You have to remember that every time you step out of your salon you are stepping up to a new way of thinking. You are thinking out side of the box and demonstrating the tenacity that some nail techs can only dream about. You are taking an opportunity and turning it into a new client, gaining a financial reward, and getting your salon’s name out there. Get on board, get a team together, and start promoting yourself. It’s one more way to help you stand out above the rest and become the BEST!

— Jill