February 2009

Vicki Peters

The Nail Extension | by Vicki Peters


Marketing Plan is Key to Success

As I work on my own marketing schedule for all my product promotions for the coming year, I’d thought we could work together and I could help you make and carry out a proactive marketing plan for 2009.

I would suggest seasonal marketing, spring, summer, fall and winter with added specials like Valentines Day, Mother’s Day, Fourth of July, etc. especially for gift certificate specials.

Back up six weeks before each event and plan on designing the special so you’re ready to send out e-mail blasts, press and print flyers. Have a team sales meeting on each special so everyone is on the same page.

Marketing Calendar: When you design your marketing calendar, back up by one month and make a list of what has to be done to prepare so you are ready. This includes planning for flyers, e-mail blasts, etc. Put due dates in your timelines on your calendar so you effectively stay on top of each project.

Descriptions of Specials: After you decide what specials you’re going to offer for the year, sit down and write a description for each one that can be slipped right into the salon brochure on your computer. If you preplan, you will not procrastinate.

Flyers: Each special should have a flyer that all the technicians can use when they tell the clients about it. A small trifold brochure that has all your regular salon info can be preprinted, but save space on it for your specials. Then, you can easily drop them into the empty space using the computer.

Plan ahead and use that same wording for an e-mail blast and press releases to the local papers.

Having a nice photo that features the special helps make the special more appealing. Keep a good camera in the salon and take advantage of photo opportunities when you see them and take a picture. Position the picture when you take it, making sure it is framed nicely and you don’t have to do any editing. Download it to your computer and keep it for marketing pieces.

E-Mail List: With every client, gather his or her contact information. Be sure to include an e-mail address as well. Purchase a newsletter e-mail program such as Constant Contact or a similar program and enter your e-mail addresses into it. It will archive your e-mail addresses as well as any newsletters, plus you can design the newsletters ahead of time and set a date to send them.

Press Releases: This is probably the most effect way of getting press for your salon, and it’s free. Get the e-mail addresses for every beauty editor for your local newspapers, magazines and TV stations. Add them to your e-mail blast list. If one paper picks up the info, or one TV station mentions your salon name you just got a ton of free advertising. Additionally, the next time there is a beauty related news story they may call you.

Team Sales Meetings: This is probably the most important part of your marketing plan. You need to have a brief meeting describing the special you are about to offer prior to the advertisement. Your team needs to know when the special is going to be advertised so they are prepared.

You also need to all be on the same page on what to say and on your expectations. Every team member needs to make the sales wording part of their service close and you need to have it written for them. Your quotas need to be defined as well, such as they need to tell every client about the special offer and sell this amount per day, so they have clear goals. Otherwise, the whole marketing program will fail. Give them the tools to make it easy. A 15-minute gathering on the day the e-mail blasts go out may do the trick.

Successful salon owners and nail techs are the ones who are business savvy and know how to go and get the client and keep them. Marketing is the key. If you put into place a good solid plan that you stay true to, you will get the job done.

Vicki Peters is a 26 year veteran master nail tech, competition champion, judge, international educator, author and manufacturer and serves on the Nail Manufacturer Council. For more information visit www.vickipeters.com or email her at Vicki@vickipeters.com.