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Jump Aboard the Welcome Wagon Adrienne Schodtler may be too busy at the salon to reach out personally to each of her new neighbors in the town of Fuquay-Varina, N.C., but Schodtler, owner of Nails by Adrienne, employs a service called New Neighbor to do just that. “New Neighbor receives lists of new homeowners in the area and visits them with a complimentary basket full of gifts from local businesses,” she says. “The cost is $3 per visit plus the cost of the supplies put in the basket (card, service menu, samples, etc.). My ladies average 50 visits per month. At the end of the month I receive all of the contact info for those that have been visited so I can follow up with the residents through mail, e-mail, or phone.” She includes a coupon for a complimentary express manicure because it is a quick and inexpensive service. While Schodtler has found this face-to-face marketing approach effective, that may not always be feasible. So techs can orchestrate mini mail or e-mail campaigns by obtaining the addresses of people who have recently moved in from their local chamber of commerce. There are also companies like Moving Targets (www. movingtargets.com) that will, for a fee, provide you with mailing opportunities.

Milady Webinars Are Online Industry trainer Steve Gomez is hosting a series of complimentary Milady webinars designed for salon and spa professionals. The series, which commenced in June, kicked off with the topic “How to Successfully Manage Your Salon or Spa Business.” Other topics include “How to Create a Service-First Culture,” “Creating a Team of Peak Performers,” and “How to Increase Your Earning Power.” You can register and find links to any webinars you may have missed at www.milady.cengage.com/profwebinarseries/Main.html.

Have a business question?

(about marketing, pricing, personnel, etc.) E-mail it to Judy.Lessin@bobit.com and check back here for an expert answer. www.nailsmag.com/fifi/21249

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NAILS MAGAZINE

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OCTOBER 2011

8/24/11 11:53:59 AM

Nails Magazine October 2011  

Magazine for the professional nail industry.

Nails Magazine October 2011  

Magazine for the professional nail industry.

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