Business

How do you market new nail services?

June 01, 1999 | Bookmark +

Readers respond: How do you market new nail services?

Answer

<p>Illustration by Chris Murphy</p>

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.

Kathy Mason

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.

Della Accardo

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

Audrey Lulow

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.

Heather Cox

Dillard’s Hair & Nail Salon (Auburn Ala.)

 

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How can I cut costs and finally make a profit?

I’ve been doing nails for almost two years and have built a decent clientele. The only problem is, I did the math and over 50% of my income is going back into nail products. I’m using top-of-the-line brands and disposable files. How can I cut costs and finally make a profit? I know our prices are too low as well, but we are trying to stay competitive. Any advice?

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As a mobile tech, how do I ensure I get paid?

I have a question about working as a mobile tech. When clients book group events or nail parties, how do you go about getting deposits and payments? Have you ever traveled to a client’s house and they were unable to pay? What did you do?

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What should I do differently with male clients?

I’m starting to get more and more male clients. I am wondering how long a manicure for a man should last and how to price it? Also do you have any recommendations on what else I can do to give them an extra masculine sense of comfort?

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Should I Use Punch Cards?

I recently started working at a high-end salon and I’m looking for marketing ideas. Should I do punch cards? I can’t do “refer-a-friend” because I don’t have consistent clients yet. We are already doing social media.

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Should I start requiring a nonrefundable deposit for special-time appointments?

I want to start requiring a nonrefundable deposit for special-time appointments. My posted hours are 9 a.m. to 8:30 p.m. by appointment only. I am ridiculously flexible with my schedule, and let people book earlier and later if they can’t get in during normal hours. Recently, I had a 7:30 a.m. no-show! She was supposed to get services totaling over $100, and I forfeited holiday plans to accommodate her. She comes every two weeks, so I can’t lose her, but this is the second time she’s no-showed. What should I do? And how would I go about informing current clients of the new policy on off-hour deposits?

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