You may be astonished to know that 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.
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. People are actually turning off from even hearing the messsage." 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 fabulous 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 marketing referral strategies in place, 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.
