| TEXAS STYLIST & SALON | FEBRUARY 2015 | 11
Newspapers are going more online and I have noted the online ver-
sions have less expensive advertising rates probably because the produc-
tion costs are lower. As with other types of marketing, it is important to
learn about a particular newspaper’s readership/viewership. If you go with
the online version, how many people are actually going to that page?
Check the website out to see how ads are viewed by the reader. How easy
is it to navigate the newspaper? Does the paper have “live links” so if a
consumer reads your ad they can click on a link that will take them directly
to your website? This is a newer trend and could be very beneficial to the
YouTube has become an interesting marketing approach. You can find
people demonstrating all sorts of different services as well as manufac-
turer’s now use this method to distribute information. How protected is
your submission? Can it be confiscated or used by unauthorized persons?
Does it drive clients back to you as opposed to others in the area? How
many LOCAL people will find it, and how? I think it has great promise, but
I think we need to do our research to effectively use it. If you want to use
this venue, who is going to write the script and who will be doing the
actual demonstration and the filming? How will editing be handled? Will it
be posted on YouTube or on your own website or both?
With mature clients digital marketing can be more difficult as they
may use a smart phone but they not be as comfortable with information
coming into them on it. The older the client’s age bracket, the more they
may prefer a reminder phone call or to receive a printed newsletter, in lieu
of a text or an email. The problem with this is the cost factors.
It was startling to realize that this year 70 percent of our business
holiday cards from suppliers and manufacturers were transmitted via
email – not the old fashioned way. The savings of labor, paper, postage
and recycling are great; with the only downside being it’s hard to hang
holiday emails up in a decorative manner. Despite all our digital efforts,
there are sometimes when that solid, hold it in your hands item beats
electronic transmissions completely.
Judith Culp, has been in the esthetics industry since 1980. She is the owner of NW Institute of Esthet-
ics, Inc. and contributing editor for Miladys Standard Esthetics: Advanced and lead author of Esthetician’s
Guide to Client Safety &Wellness. For more information visitwww.estheticsnw.com . Mother Nature It is time for your clients to help DEFEAT FATHER TIME Learn true esthetics from the pioneers... Botanical Skincare We offer a “Start up Program” with our unique FANIÉ “back bar” botanical skin care products for professional treatments with support. Then make a difference by sending them home with their own personal home care products to use in concert... (800) 441-3264 • www.faniepro.com ATTENTION PROFESSIONALS FANIÉ International has now made it possible for quick ordering of our discounted Professional and Botanical Home care products by going to our professional web-site. WWW.FANIEPRO.COM FOR A LIMITED TIME, ENJOY AN ADDITIONAL SAVINGS OF 20% ON WHOLESALE ORDERS OF $300 OR MORE www.fanie.com B OTANICAL S KINCARE BOTANICAL SKINCARE by FANIÉ > Honoring Vicki Peters,
an Industry Icon
Nail industry icon, Vicki Peters lost her short,
but dignified and valiant battle with cancer Dec.
31, 2014 with her three sisters by her side and
love pouring in from every corner of the globe.
During the week of Jan 18 - 24, the nail industry
honored Vicki’s birthday (Jan. 18) and her relent-
less contribution to the nail and beauty industry
by following one of her base mantras: Dress For
An award winning professional nail technician, Vicki Peters wowed
the industry with her championship nail expertise and professional
authority. As a cover artist and author, her exquisite work has been
published worldwide, more than any other nail service professional in
the history of the nail business. As a global educator, she trained tech-
nicians in over 18 countries as well as in the United States of America.
She pioneered the first live online educational program, developed
effective educational programs and videos for manufacturers, and has
consulted across the nail industry.
For more than 25 years Vicki Peters’ career took her from the
manicuring table to the competition arena as a competitor, judge and
competition director. This path led to more than 15 years of magazine
and many others. Her work
has been featured on hundreds of magazine covers.