The recent nail survey conducted by Professional Beauty produced some insightful findings when it came to how nail professionals market their business and source news, with online mediums, not surprisingly, being the main way.
Over two-thirds of respondents (70 per cent) said they market their business with a significant minority (30 per cent) saying they don't market their business (either they are not the salon owner and it's not their job or they rely on word-of-mouth). Of those who said they did not market their business, many were either mobile technicians or based in smaller rural towns. It seems those in cities such as Sydney and Melbourne are having to market their business more heavily to compete for custom. Mobile technicians who do not need to market their business may have previously worked in a salon and have taken clients with them.
Over half of the respondents (57 per cent) market their business through promotions, social media (55 per cent) and with their own website (48 per cent). Thirty-seven percent use local newspapers and just five per cent use magazines. With 27 per cent using online directories as a way to target customers in addition to social media and their own website, the survey results highlight the increasing use of the internet as an effective and quick way to target customers. Social media keeps salon owners in touch with their customers and allows them to quickly and easily tell mass customers about promotions without costing a cent. Quite a few participants said they text and email their clients and a few still prefer to send out paper flyers.
Brands also help salons market their business by providing in-salon promotional material and through independent marketing of their brands: “We also support our products by advertising in trade publications and consumer magazines to raise the profile of our brands. Our dedicated PR agency and in house marketing and PR people also ensure maximum exposure of products and new lines,” said Matthew Davies, Blixz National Sales Manager.
CND aid their salons with access to an image bank staff can use to promote their services. These images can be used on websites, service menus and advertising, etc. With a Shellac Salon Finder on their consumer website (www.cndshop.com.au) potential clients can search for their local salons offering Shellac.
Bio Sculpture provide a free online referral system to their Preferred Salons. In addition, they provide free in-store merchandising, advertise in magazines and are about to launch a new website along with a new iPhone application to further drive consumers into salons.
Switch Funky operate online referral systems for all their product ranges to connect the consumer to salons throughout Australia and New Zealand. They have an extensive consumer marketing program which sees Minx nails on the hands of celebs every other week. “Our consumer PR push has seen Minx and Colour Gloss feature in Vogue Australia on no less than five separate occasions in the past 18 months.
Nicole Holmes of Orly Australia said, “We have a fantastic PR company that generates media coverage for ORLY across magazines, online and newspapers which helps direct consumers to our website and to which salon they can go to experience ORLY. We work with our stockists to provide imagery and information for their websites and individual salon requirements."