 Unfortunately, there is no single, silver-bullet marketing technique that can single-handedly make your business succeed. However, there are a few tried and true techniques that no small business owner, and especially no nail salon or mobile nail care business owner, should be without. And one of the most important of these techniques is what is often called a “loyalty program.”
Basically, a loyalty program is a way of rewarding, or giving back to your clients in return for all of the business that they have given you. For example, you might give your frequent customers every fifth manicure for free.
The way that you keep track of this is up to you. I've found that the best way to do this is by using either a punch card or coupon system. This way, the client is left with something tangible to remind them to come back to you.
The main point however, is that customers who come back to you frequently get something at a discounted price, or for free, that they wouldn't have gotten otherwise.
Won't that cost me money?
You might ask. Well, the answer is both yes, and no.
Sure, in the short run, offering a loyalty program is going to cut into your earnings. If you offer to do every fifth or eighth nail art service for free, that's 1/5 or 1/8 less money for you, right?
Not exactly.
While this may be the case in the short run, in the long run, a loyalty program will earn you much more money than it costs you.
Let's go through a hypothetical example to see why this is the case.
Let's say that your loyalty program consists of giving each of your clients a coupon at the end of their treatment. Some coupons could be for “10% off your next visit” and others could be for “One Free Manicure with any purchase of $50 or more.” Let's weight the pros and the cons of this type of program.
Cons:
- You will receive a little bit less money the next time this customer comes to you for a service.
Pros:
- There is a greater likelihood that the client WILL come back the second time, whereas without the coupon, they might not.
- The coupon will act as a physical reminder for the client to come back. Every time she opens her purse, she will see that coupon reminding her to make an appointment.
- The client will feel like they are getting a good deal from you, and will be more inclined to feel grateful for the work that you do.
- Whereas without the loyalty program, you might be able to keep a client for one or two visits, with the loyalty program, you should be able to keep your clients for much longer.
Essentially, it is always worth it to take a very small reduction in your profit margins in order to keep your customers coming back, which means that the scale of your business will be greatly increased. Would you rather have two clients every day letting you do their nails for full price, or five clients asking for a very modest discount?
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