All about manicure advertising - how to attract customers and get promoted

In Russia, according to Rosstat, there are more than 90 thousand beauty salons and hairdressing salons. Of these, 80 thousand offer manicure and pedicure services. Lots of competition, isn't it?

For many salons, the only way to stand out from the crowd and attract new clients is promotion on social networks. At the same time, only a few have really cool Instagram accounts. If you work in this field, immediately remember the ten pages that everyone focuses on.

Here’s another interesting fact: stories today are the main and most effective sales channel. According to research, you need to publish them five times a day. Five a day, 155 a month, 1,860 a year. Where can you get so many ideas for content? In our selection, of course.

Show that you are the best nail service

The client goes where it is profitable, convenient and pleasant. Everything is pleasantly clear - smiling and friendly employees, cozy interior, relaxing effect of procedures. Let's look at the benefits and convenience.

The task is to show the potential client what benefits he will receive by turning to you for a service. This could be a non-standard procedure, a reduced price, saving time, a cozy atmosphere, or special gifts.

So, what will help attract clients to the salon:

• Subscriptions for services. The idea is that if you purchase 5-10 visits at once, the price of each separately will be lower than the standard one. The client saves money, and you get guaranteed paid visits. And the client will form a habit of visiting the salon
• Loyalty program, that is, discount cards. They provide a discount - fixed or (preferably) cumulative or additional services (treats during the procedure, free services)
• Gifts and/or bonuses when paying for services for a certain amount: additional procedure (for example, a hand mask when ordering a coated manicure), a material gift (branded calendar, fashionable nail polish, professional shampoo), additional discount on the next visit

Don’t forget: the client should have many ways to make an appointment with you!

In addition to the standard phone number, it is advisable to connect the registration form on the website and registration through messages on social networks.

People are captivated by sincere interest in their person. A master who will have a magical effect on visitors will ask during their visit how their beloved dog is doing or how the pressing issue that the client complained about was resolved.

We advise you to resort to this trick. Create a “client card” in which you indicate their favorite procedures and visiting times, typical habits, key moments from their life. Become a friend to your client, and he will repay you with loyalty.

There is also a good trick for attracting men to a manicure. Feel free to convey to your clients that an attribute of a successful man in the 21st century is well-groomed nails. Ask if they are happy with the condition of their husbands' nails and promise discounts/other promotions for the first visit. Advertising will be even more effective with men, since they easily become addicted to manicures and then are very reluctant to change nail technicians. The main thing is to attract and not disappoint with the result!

Nice background

Stories don't always have to be filled with information. In the end, among thousands of your competitors, there will probably be those who match you in almost all respects: the same prices, the same convenient location, plus or minus the same palette of varnishes. The atmosphere of your studio and its principles will help you differentiate yourself from other salons.

Polls

Engage your audience with surveys, but not about whether they will start their morning with coffee or tea. Find topics that are directly related to your services. This could be a design choice or something a little more bitter.

For example, our question about men's manicure received twice as many reactions as usual: many subscribers were generally against men's manicure and, of course, did not hesitate to express their opinion. Although the reactions to the stories were mostly negative, she brought in several new male clients: they turned out to be in tune with our views.

Traditional manicure advertising: signs, billboards and banners

To promote a nail salon, it must be well known. And in plain sight.

The press in 2022 is no longer so widespread, and it can no longer be considered an effective channel for attracting customers. But advertising on the street is still relevant: people look at stands in traffic jams, at traffic lights, and just looking around.

First things first, design the sign and exterior display of the salon.

At one glance, a passerby should understand what the establishment specializes in. So the name should hint at the area of ​​the salon, and the sign should be bright and readable.

If the salon has windows, do not cover them with large banners - let passers-by see the situation inside, professionals at work and satisfied clients. Decorate the window with salon-style decor, hang a couple of signs with profitable promotions.

An example of a successful sign:

A bright and noticeable sign will attract the attention of passers-by

And this is how you can design a showcase:

Delicate decor allows you to see how work is in full swing in the salon

Signposts catch the eye of those passing by, because a person usually looks down when walking. Advertising on pylons is also suitable for pedestrians, but costs more. And it is enough to make a pillar once and display it during the daytime. If you're on a budget, this is the right option!

Do not overload the sign with information. Place 1-2 promotions, a catchy picture, the name of the salon and contacts.

On the sign - a bright picture and attractive promotions

Signboards with a chalk board allow you to update information and attract people with creative pictures.

Change the appearance of your advertising at least every day!

To promote yourself in the area where the salon is located, coordinate the placement of advertising in elevators. While residents are on their way to their floor, they need to keep themselves busy - so they read advertising offers on the walls of the elevator. Just don’t try to make leaflets illegally!

But they rarely look at the notice boards in the entrances; don’t spend money on such advertising.

What to put on such a leaflet? The most tempting offers, a couple of examples of work, contacts of your salon.

Beautiful advertising is always creative!

Even if you are a starting salon and you need to recruit a primary client base, there is a place for creativity in advertising. On the contrary, you will be immediately remembered and imprinted in memory.

Get inspired:

The gastronomic topic is always relevant. In this version, the manicure copies black caviar, which is also associated with luxury:

Gourmet theme + hint of luxury = great example of creative advertising

This option is suitable for advertising care treatments to strengthen nails:

Such creative advertising hints at the steel strength of nails

Retro advertising is a source of endless inspiration. After all, everything new is well forgotten old:

You can find interesting ideas in advertising from past years

Let's go online

Advertising on the Internet is a way to reach a large number of potential customers and provide maximum visual information. Let's figure out how best to do this.

The website is the face of the salon, so it should not only exist, but be pleasing to the eye and informative. Of course, it is better to call a professional for this task. But you can also put together a nice-looking page with a user-friendly interface using special website builders. The design must match the overall style of the salon. If you have problems with design, it is better to find a beginner than to create something tacky from the early 2000s.

What to put on the site:

• Contact information: phone numbers, links to groups on social networks, addresses (preferably linked to a map!), email
• Feedback or entry form
• Price list with a list of procedures
• Section with examples of works by masters
• Section with photos and brief information about the salon masters
• Reviews section (if there is one. If not, add it as it appears)

Clean, light and uncluttered design inspires confidence

Place the most important and relevant information about the salon on the main page.
Do not overload the site with content. Light minimalist design, stylish pictures, key information - that's what you need.

A group on social networks is another necessary element of promoting a salon. It is often much more convenient to read about services on your favorite social network, ask questions there and sign up immediately. Therefore, open a group on at least VKontakte. Design it in the style of the salon and place the same information as on the website. Indicate the latest promotions in the header or pinned post.

Salon promotions immediately catch the eye and attract customers

Be sure to create a discussion for questions, reviews, as well as an album with the works of masters and photos of clients. Follow the comments and messages of the group, respond promptly (don’t forget about the weekend!) Organize competitions periodically: people are happy to tell their friends about the salon for the opportunity to win a free procedure.

An effective way to test a site or group for usability is to ask a disinterested person you know to study it as if he were trying to sign up for a manicure. This is where the “shoals” come to light and disturb clients.

Selling slogans

• Love your nails
• Pamper your hands!
• What could be better than a beautiful manicure?
• There are no well-groomed hands without beautiful nails
• Time, of course, heals, but a new manicure is just like a plantain!
• Choose your color!
• You can't buy happiness, but you can come for a manic!
• All in your hands!
• Happy girls are beautiful girls
• Manicure = well-groomed hands
• Your way to restore peace of mind
• Beauty starts with nails
• An indicator of your individuality
• You deserve this beauty
• Yes, he may not notice your manicure. But he'll definitely notice if he's not there
• Don't do any work that could damage your nails!
• And let the choice of varnish be your only problem!
• Your lamp nail salon
• Nails are your business card!
• What is beauty without manicure?
• The perfect manicure doesn't just appear - it's created by appointment.
• Naturalness is in fashion, but this does not mean that it is fashionable to forget about manicure!
• What design are we doing today?
• A new look at manicure
• There's nothing better than a new manicure!
• While the girl has not had her nails done, she is not fully dressed
• Let's make your nails beautiful with four hands!
• Love your nails a little more.
• It's time to update your manic!
• Feel elegant
• Pamper your hands.
• New month, new nails!
• Be your best to the tip of your nails
• Reason not to cook dinner tonight. And tomorrow too
• We'll complete any look

MORE ABOUT THE SERIES

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And a few more ideas for promotion + bonus advice

Here's how else to promote a manicure salon on the Internet:

• Place advertisements and/or works of salon masters on thematic websites and threads of women’s forums
• Set up contextual advertising in search engines and targeted advertising on social networks. This way, information about the salon will be seen directly by the target audience.
• Banners on websites make advertising more colorful and attractive.

Or you can go a completely different route. Do not open a new salon and do not invest money and effort in its advertising... but run a manicure business and make a good profit. You can do this using one of the ready-made businesses. This way you will reduce time and money costs, get a ready-made customer base and more scope for subsequent experiments with advertising.

Be bold, be creative and love your customers. May success be with you!

Ways to attract clients

Attracting clients is of fundamental importance for manicurists. Most of them provide services at approximately the same level, so it will not be possible to attract visitors with quality. For some clients, the location of the office is important: they are looking for an option close to home or work. Others like to communicate during the procedure, so they choose a sociable specialist. However, most clients regularly try services from different specialists: looking for the best option for themselves, using the advice of friends, or trying a new place.

The number of offers on the market is growing at such a speed that it is almost impossible to count them. These are large chain beauty salons, small local studios, express points in shopping centers, private masters who receive services at home or come to clients’ homes.

Each of them competes for the same audience: women aged 18 to 60 years. It’s easier for craftsmen who have been working for several years, because they already have a base of regular customers. It’s more difficult for beginners, because they have to compete most actively. The best way to attract customers is advertising. There are several promising options for finding clients for manicures:

• social media;
• free classifieds sites;
• word of mouth;
• leaflets.

A novice master must not only take care of the quality of services, but also actively advertise himself

Through social networks

How to find clients for a novice manicurist? The best way is to develop social networks. Most potential clients actively maintain profiles on VK, Instagram and Facebook. They not only read news and publish photos there, but also solve everyday issues - order clothes, make an appointment for a haircut and manicure.

You should develop accounts on all the mentioned social networks in order to reach more people. Registration and maintenance of pages are absolutely free, which makes the promotion option very profitable for a beginner.

Almost everyone registers pages, but only a small proportion of experts turn them into a source of regular customers. Maintaining pages is not that difficult, but most lack the discipline and ideas for publishing. Here are some useful tips.

How to run a manicure page to attract clients

General tips for managing social networks:

1. In the information about yourself (description of the VK and Facebook group, profile header on Instagram), indicate addresses, phone numbers, links to all social networks. The client must immediately understand how to contact this. You can accompany the information with the call to “Call” and “Sign up”.
2. Regularity is the key to success. Make at least one post a day in your feed and 1-2 stories.
3. Make the page aesthetically pleasing. Publish only beautiful professional photos and videos, don’t be lazy in editing your photos. Choose multiple branded angles and color filters to give your page a consistent look.
4. Always respond to comments and messages, thank and like. This way you will show that you are willing to communicate and are attentive to the opinions of clients.

Another problem for masters running social networks is the lack of ideas for publication. It seems like I want to publish something, but there is nothing. Save this list and use it when you lack inspiration:

1. Successful examples of work. After completing the manicure, take photographs of the client's nails (with permission). Shoot from multiple angles so you can make multiple posts.
2. Equipment and materials. For example, tell us what new shades of varnishes have appeared at your disposal.
3. Own photographs, notes and thoughts about work and life. Such publications will make your profile more lively and will definitely arouse sympathy among the audience.
4. News and urgent announcements. For example, about new promotions and discounts. Also, don’t forget to notify your subscribers about schedule changes or vacations.
5. Useful tips. Write about caring for your nails and skin, share your observations and recommendations. Such content must be your own, that is, you cannot copy it and pass it off as your own.

Creative manicure advertising will definitely attract customers and be remembered for a long time

Free classifieds sites

Another source of new clients can be free classifieds sites:

• Avito;
• Yula;
• Yandex Services;
• Yandex District;
• Deilo;
• From hand to hand;
• In your hands;
• Sbagri;
• Rydo.

The advantage of ads is that you don't have to pay for them. True, on some sites they will only be valid for a month, and then they will require updating. However, this is enough to attract a couple of dozen new clients.

To ensure that your ad attracts users, write a competent description and indicate a low price. For example, “manicure with gel polish from 1000 rubles” or “manicure at a fixed price of 800 rubles”.

On such sites, the cost of services is often the decisive factor.

Word of mouth

How can a manicurist attract clients? Word of mouth works well - when clients who have visited you recommend your services to their friends. The good thing about this method is that it does not require any investment: success depends entirely on the professionalism of the master. Do you get a good manicure at an affordable price? You will definitely be recommended.

For word of mouth to work, it is necessary to monitor the quality of services from the first days of work and look for an individual approach to everyone. For example, some people value communication during a session, others prefer silence, and still others like to listen to music or watch a movie during the session. Some professionals even record the habits and wishes of regular customers to ensure maximum comfort for them. Feel free to also ask your guests to talk about you, including on social networks.

Leaflets

Another way to attract clients to get a manicure in a salon is to distribute leaflets. This method is traditional and easy to perform. There will be costs associated with designing and printing flyers. It is advisable to make them colored and glossy. This way they will attract more attention. Black and white leaflets printed on a regular printer, without drawings or photographs, are more likely to cause rejection. If it is not possible to order professional printing, it is better to refuse leaflets.

Flyers can be distributed on the street, placed on a counter in a shopping center or in food establishments nearby. Leaflets are relevant when you have promotions and have the opportunity to get services at a reduced price.

The downside is that most people regularly receive leaflets on the street, perceive them as garbage, and, without reading the contents, throw them away. To prevent this and increase the effectiveness of your advertising campaign, try indicating on it that the bearer is entitled to a discount.

Images in visual advertising for manicures should be aesthetically attractive