NAILS

DECEMBER 2016 | NAILS MAGAZINE | 91Q: I recently started working at a high-end salon and I’m looking for marketingideas. Should I do punch cards? I can’t do “refer-a-friend” because I don’t haveconsistent clients yet. We are already doing social media.A: In a high-end salon, a loyalty program is the best way to go. High-endclients want to be treated like VIPs and don’t care about saving a few dollars.Don’t use punch cards; instead track visits on the computer with a pointssystem. Give points for pre-booking, referrals, and service dollars spent.You could also send clients a birthday card letting them know they got extrapoints for their special day. Once they hit a certain number, mail them a giftcertificate so they have a tangible “reward” showing your appreciation. Thisis the only time you would discount anything.Once a loyalty program is in place, you can run promotions like “double-point pedicures on Tuesdays.” (You should reserve double points for thosedays the demand for your highest-volume services is at its lowest.) You couldalso run a promotion for loyalty program members to invite a friend.Rather than throwing coupons at this type of demographic, focus on theclient experience. Don’t build a business to get clients. Get your existingcustomers to build your business. You want friends, family, and coworkersof your existing clients, not discount shoppers down at the strip mall.The VIP treatment and loyalty program at my salon has been amazing —it’s filled my appointment book. I have even added a VIP service area witha mirrored tint on the door and windows so that no one can see in. On theoutside of the door (which is the mirrored side), it says “VIP service area.”Clients see that and naturally they ask how to become a VIP. I tell themabout the loyalty program and what it takes to earn that level. Imagine howsurprised they are to find out they don’t have to buy anything, remembera punch card, or fill anything out — and that their visit that day is alreadyearning them points.— Nancy Reese, Fancy Nail Designs, Valentine, Neb.Editor’s note: Check out the Facebook page Confessions of a Nail Techfor more great nail tech questions like this one.Free SalonSoftware OffersComprehensiveSupportShedul salon software provides all the features requiredto run a medium to large salon business — and it’sfree. This comprehensive tool handles everything fromonline scheduling and POS to inventory managementand payroll.  Shedul’s user-friendly interface makesscheduling your appointments quick and easy. Youcan drag and drop bookings, color code your servicesand packages for easy reference, create recurring clientbookings, and make use of the quick booking functionfor walk-in clients.Other features include:> Sophisticated online appointment booking withFacebook app integrations>Free SMS reminders and confirmation to all U.S.clients>Customizable emails and SMS messages can besent manually or automatically> Hassle-free management and planning ofemployee availability periods and days off>Employee commission is automatically calculatedalong with other employee management reports> Cloud platform designed to function seamlesslyon mobile devices and accessible 24/7> In-depth salon reporting to chart service and retailsalesFor more information, go to http://www.shedul.com.Are Your TaxRecords a Mess?Written by a retired tax consultant,Annual Tax Mess Organizer For NailTechs, Manicurists & Salon Ownersbills itself as “help for self-employedindividuals who did not keep itemizedincome and expense records duringthe business year.” The book offersadvice on reporting income, tips,and expenses, tracking inventoryand mileage, growing your businesswith pre-tax dollars, preparing yourown tax return, and dealing with special tax situationslike booth renting and self-employment taxes. “All you need to makethe organizer work is the organizational forms included in the book, 25large envelopes, an adding machine, and an empty table or desk top,”says author Kiki Canniff.Annual Tax Mess Organizer For Nail Techs, Manicurists & SalonOwners is available on Amazon.com.Q A&BUSINESS}