Advertising
The Truth About Advertising for Nail Technicians
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 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 service. Here’s why:
1. It doesn’t cost you 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 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.
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