Magazine for the professional nail industry.
Issue link: http://nailsmag.epubxp.com/i/139413
Building Your Business Advertising in the Age of INFORMATION OVERLOAD You want to market to clients but can't figure out how to get the most bang for your buck. How do you make the most of all the advertising mediums open to you? BY MICHELLE PRATT print SETTING YOUR AD BUDGET Print advertising still works, but often it's the most expense option. If ad rates of your local paper are cost-prohibitive, think of other print media that gets into the hands of your clients: > School programs (plays, sports, fundraisers) > Coupon books targeted to your zip code > Every Door Direct Mail program through the U.S. Post Office (14.5 cents/postcard) > Local magazines The best way not to advertise from a reactionary position is to plan well. Steve Gomez says 2% of your total income (sales and services) should be put aside for advertising. Some months you may not spend that, but other months you'll spend more than that, and since you've put the money aside, you'll be able to use it instead of charging the ads to credit cards. From the 2% you've put aside, 80% should be on internal promotion and marketing, 20% should be on external advertising. What you need to know: Coupon books suggest you offer the reader a discount on services, but direct mailers and school programs offer you the chance to advertise your business without necessarily including a discount (though everyone likes a deal!). Raise your profile among local readers by using these venues to list services you offer, location, and hours of operation. Design matters. Make sure your salon is accurately represented in your print material. Readers have an immediate reaction to graphics, font, color, and the overall feel of an ad. Print materials should be consistent across all touch points of the salon (business cards, website, salon menu, shelf talkers). This can be done through online resources, such as Vistaprint.com, or by working closely with a graphic designer. (Hint: Save money by offering nail services in trade for graphic materials.) If your marketing materials need work, but you don't have time to revamp them before you begin advertising, then work closely with the advertising venue to choose graphics that portray the true feel of your salon. 28 | 2013 NAILS CAREER HANDBOOK GO ONLINE TO READ MORE ABOUT ADVERTISING AND MARKETING YOUR BUSINESS: > The Nitty Gritty Guide to Marketing Your Salon — www.nailsmag.com/marketingguide > Making the Most of Web Check-ins — www.nailsmag.com/webcheckins > Facebook Your Way to a Full Book — www.nailsmag.com/fbfullbook