This is a market that is important to look at. Before you spend time and money trying to reach them, some research is needed. Look at your current client percentages to see the breakdown of age groups, male versus female, etc. You can also research area demographics at the local chamber of commerce website. These demographics will tell you the age breakdowns in your area. If teens are a small percentage of who you personally serve and of who is in your area, it may not be wise to invest time and money in that direction. Being armed with this knowledge first will allow you to act. If they make up a small percentage of your business, I recommend a grassroots campaign to your existing clients. Most of your clients are women, and they more than likely have daughters or know someone that does. Offer a discount to clients that bring in their teens. Print a shelf-talker, flyer, or postcard and advertise to them directly. You can even host a “Teen Night” event in your nail salon. Allow your regular clients to bring in their teens for pampering, thereby introducing your services in a fun and creative way while still capitalizing on your existing business strength — your regular clients.
-Steve Gomez is the manager of training for Milady (www.milady.cengage.com)