Traditional marketing methods such as direct mail and
advertising are not working as effectively as they used to.
Generally advertising is one of the least effective ways to
grow your Nail Technicians business. One of the main
reasons for this is because in today's society, we are
bombarded with so many advertising messages, that we have
become somewhat cynical of the messages and either block
them out unconsciously or consciously. Did you know for
example, that:
o Americans make about 4.5 billion brand impressions a day
just through conversation. Keller Fay Group
o "Advertising is so ubiquitous that it's turning people
off. It's desensitizing people to the message." Rance
Crain, editor-in-chief, Ad Age
o In the 1970s the average person was exposed to 500-2,000
ad messages. Now its 3,000-5,000. USA Today, 10/10/2006 o
76% of people don't believe that companies tell the truth
in advertisements. Yankelovich 2005
o The most influential marketing media methods are as
follows: 1. Word of mouth 2. TV 3. Coupons 4. Newspaper
inserts 5. Read article 6. Direct mail 7. Magazines 8.
In-store promotions 9. Cable tv 10. Internet advertising
BIGresearch Simultaneous Media Usage Survey Dec 2005
o Conversations with advocates increases purchase intent by
2 to 7 times depending on industry and brand. Brand
Advocacy Dashboard 2005-06
Word of mouth marketing is the easiest, quickest, least
risky and cost effective way to grow your nail tech
service. Here's why:
1. It doesn't cost you, the Nail Technician anything
2. Studies have proven that referred clients come back more
often and spend more than clients brought in by any other
marketing method.
3. Word of mouth clients make better clients because they
have been referred by a friend and again studies have
proven that they are more trusting of you, complain less,
and are generally more enjoyable to work with.
4. Putting a word of mouth strategy in place will mean that
it is your clients doing your marketing for you, not you!
5. When a current client refers a new client to you, you
not only have a new client, but another new referral
source! If you started with one client who referred you
three people, and then those three new clients referred you
3 people each that would be 9 new clients. If those 9 new
clients each referred you 3 people each that would be 27
new clients and so forth!
6. A good word of mouth strategy can double the size of
your Nail Technician business year on year. If you put the
strategies in place in these pages, you'll find yourself
with too much work ' promise! 7. Referrals tend to be more
persuasive than any other form of marketing because
referrals are made from one person to another, and happen
between people who already know and trust each other. It is
more than just a referral, it is a personal endorsement.
With all of the above benefits, you can understand why
putting a word of mouth action plan in place is your best
time investment in terms of building your number of
clients that will reap you long term rewards.
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For more information on guaranteed formulas for growing
your nail technician business, go to
http://www.nailtechsuccess.com and sign up for the free
online newsletter.
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