ANT Marketing Materials - Marketing Techniques and Samples for Your Use

ANT Marketing Materials
Marketing Techniques and
 Samples for Your Use

These materials are designated as templates and guides for the user to create their
own collateral materials. The copyrights for these materials belong to Nailcare
Academy, LLC. Licensing or permission to use any images herein do not transfer to
any parties. All images are placeholders, only, and no permission for use is
granted.

MARKETING: Pre-Certification Techniques
Well before you finish the course, perhaps even before you enroll, you should start talking about
your investment in yourself and in the care of your clients.

•   Create a “script” – a little story – about why you have decided to seek further education: “I’ve
    just had so many clients, lately, that have health issues that I need to be better educated so I
    can take care of them properly.” Go on to say something like, “I checked around in the
    industry and found the most comprehensive advanced education program is getting certified as
    an Advanced Nail Technician – or ANT (or MNT). It’s a ten(20) module course! Just foot care!
    That’s more than I took in beauty school!”

•   As you get started in the program, if you don’t do this already, start by handing your clients a
    scrub brush and instructing them in the correct hand washing procedure for manicures.
    Demonstrate on yourself, then hand them their own clean brush, with a little soap on it, and
    step to the side and watch them scrub while you dry your hands.

•   If you haven’t already, be sure to introduce PPEs into every service. Get different kinds of
    gloves and try them – you can even tell your clients you’re trying different gloves to find the
    ones that work the best. Start wearing eyewear when you trim their nails, use an e-file – be
    obvious about stepping up.

•   Start talking about your disinfection process. You should be using a good disinfection process
    already, but now’s the time to tell your clients a little about how you pre-clean (sanitize) and
    then disinfect with a higher level disinfectant. (Change to AHP!) At this time, look into
    purchasing an Autoclave. Search your area to see if there happens to be a distributor nearby.
    Get a price quote and begin telling your clients you’re saving up for one. One nail tech told
    her clients she was dedicating her tips toward the purchase of an autoclave, and her very
    generous clients soon helped her afford one.

•   Continually tell your clients how hard you’re studying to learn all the conditions of the feet and
    what you can and cannot do. Tell her that you’ve going to be meeting with the podiatrists in
    the area so you will be able to refer clients to the right physician. Start asking your clients if
    they have a foot doctor they like – you might be surprised at how many already have good
    things to say about a particular one.

•   Be sure to mention the ANT course to every client, all day long. If they don’t think to ask you
    how you’re doing, at appropriate pause in the conversation, introduce the topic. All of these
    “stories” you tell your clients can be done in a couple of minutes, and then you can return to
    the discussions you usually have. You might mention that you are learning so much about
    working with diabetics… “Do you know any people who have Diabetes?” They surely do. And
    you are planting the seeds in their minds that you will be skilled and can help their friends or
    family members.

Marketing Materials
Following are pictures of several marketing pieces that you can download from Module 10 – the
links are at the bottom of the screen on each slide. Some are in Word and some are in Publisher.
If you don’t own those programs, purchase/add them to your computer software or contact a local
office supply store and inquire if they can help you customize these brochures and print them for
you.
Once you have applied for your Certificate, you will have the right to use the ANT Logo in your
marketing materials. Mailed along with your certificate is a letter which will give you the link for
the logo.
You must market your new accomplishments and educate (train) your clients to expect a higher
level of service. This higher level of service requires a commitment on your part—you should easily
require a higher commitment in terms of price level from your clients. Raise your prices! NOW!

         Marketing Materials - Tips

             •   Use good quality paper – indicated by the “weight” of the paper:

                     o 20lb paper is what most copiers and printers use
                     o 24lb paper is a better quality – good for brochures, “flyers”
                       and business stationery
                     o 65lb paper is “card stock” weight and is good for post cards
                       and business cards

             •   Buy matching business and invitation sized envelopes

             •   Consider glossy paper for special pieces

             •   Keep it simple…papers with patterns or flecks are distracting and
                 often don’t photocopy well

             •   A pale, pastel color that coordinates with your logo can create a “rich”
                 look

             •   If you’re going to be cutting special sizes, invest in an excellent
                 quality paper cutter and take your time to “measure twice, cut once.”

             •   Fold your pieces very carefully, and press the creases sharp! Place a
                 couple of heavy books on top of your brochures to press them nicely.

Salon Brochure – “Because We Care” (Prestige Autoclave)
This is a targeted brochure offered to your clients or others that you want to educate on safety.
ALWAYS give it to clients, saying “do you have friends or family that have diabetes, circulatory
conditions, heart disease or cancer? If so, please give them this – they need to be going to a
safety trained nail technician – my telephone number is on the brochure.” Give more than one
if they wish more. A picture of your clean salon can replace the Autoclave, if you don’t have
one.

Postcard
It can be used as a reminder, invitation or as a marketing post card. Does not have to be
mailed—take off the address and add information to be handed out and left at locations.
Front

Back

Sample Press Releases
Although many “print” newspapers and magazine publications have moved toward online venues,
there is still a need for fresh content. There will be someone at each publication that is interested
in receiving notifications such as the accomplishment of an advanced certification like the ANT.
Call and keep asking questions until you find the person who wants to receive such notifications.
They may be designated as the “Health and Beauty Editor” or the “Community Affairs” or other
such title. Ask how they like to receive Press Releases and Notices, and be sure to follow ALL of
their instructions (a few STILL want them sent by mail) to a “T” so you make it easy for them to
say “yes, we’ll print this.”
Some basic things to keep in mind:

   •   Make sure the contact information is at the top left corner, is complete and is accurate
   •   No more than 1 page of text should be submitted in a Press Release
   •   Pictures, a Logo or other artwork is a definite plus towards getting published

If you are a salon owner, submit an announcement of your addition of an Autoclave and aseptic
techniques to ensure the safety of your clients in these changing times, and submit a Press Release
every time one of your Technicians completes the ANT – change the emphasis up a bit so it’s
“fresh”.
If you have a good relationship with a Podiatrist, Dermatologist or other Physicians, consider
asking that office to submit a Press Release that you can both benefit from.
Following are some examples of press releases.

Press Release from a Salon – ANT Announcement

  Contact:
  Name
  City, State
  Telephone number
  Email address

  Experience Safe and Pampering Pedicures at XXX Salon
  XXX [Salon] announces the addition of XXX [tech name], an experienced licensed nail
  technician to their staff who has advanced training in performing safe pedicures.
  Month, day, 20xx. City, State – XXX [Salon], city, state has hired an advance-trained pedicurist,
  XXX [tech name] to ensure safety in their pedicures. “As a Certified Advanced Nail Technician,
  she is trained in the enhanced skills required to perform safe cosmetic pedicures in our salon
  setting,” says XXX, owner.
  “The media has brought attention to the dramatic rise in client exposure to infections in nail
  salons which practice poor infection control. I believe that is true and we want to be very
  different in our approach,” says XXX, salon xxx. “These illnesses are especially dangerous for
  diabetics and other chronically ill clients, so XXX salon employs Certified Advanced Nail
  Technicians to perform these safe services.”
  Advanced Nail Technicians have specialized education in performing safe pedicure services and
  have passed the required exam to attain the Certification. The clients having pedicures at XXX
  (salon) can enjoy pampering pedicures and feel safe, knowing the setting is perfectly clean, and
  that the service is performed by a pedicurist who is specially trained to work safely.
   [Insert a paragraph about the salon-something unique or interesting-how long you have been at
  this location, it is in a historical building, it’s been in the family 3 generations, etc.]
  Pedicures are available to all, even those not chronically ill, at XXX [address] and can be
  scheduled by calling XXX-XXX-XXXX. If you have questions about the services, feel free to
  call the XXX Salon.

Press Release from a Physician’s Office – Promoting an
ANT Salon
Contact:
Name
City, State
Telephone number
Email address

Doctor’s Recommendation for Safe Pedicures
Chronically ill clients need to go to a safe salon, one not spreading infection

Month, day, 20xx, City, State – “There has been a dramatic rise in foot and nail infections
caused by exposure in nails salons with poor infection control,” says XXX, MD, a
practicing (specialty). “These infections are especially dangerous for diabetics and those
who have other chronic diseases, but these people still want to have pretty feet. The nail
technicians at XXX have taken special training to offer safe pedicures and I recommend
my client so to that salon for safety’s sake.”
At the XXX location, XXX salon employs [the first Certified Advanced Nail
Technician(s) in city,] XXX to perform these safe services. XXX [tech last name] is an
experienced licensed nail technician who has had the advanced education and passed the
required exam to attain the Advanced Nail Technician Certification. XXX possesses the
enhanced skills required to perform safe cosmetic pedicures in a salon setting.
Physicians are weary of having clients come to their offices with infections caused by
simply getting a pedicure. “I am recommending my clients go to this salon because of the
training, their use of an autoclave for their implements, and the aseptic care they perform,”
says Dr. XXX.
Dr. XXX, DPM (or whatever specialty), is a board certified podiatrist practicing in XXX, XX at
[address]. He is an experienced practitioner who cares about his clients.

In-Salon Signage
This is an example of signage you could place in a frame near your pedicure area...or perhaps near
your hand sink where clients can see it while they wash their hands. Laminate or frame for best
marketing.

Web Page Ideas
When you receive your Certificate, you will also receive with it a link to be able to download the
ANT logo for use on your marketing materials. Be sure and feature your new Certification
prominently on your website. Here are a couple examples you could emulate. If you have a full
service salon or a spa, this should be a separate page describing your nail department. The ANT
logo should be on the home page, clickable, to draw interest to going to the nail page. If you would
like help with the wording, send an email to us at info@nailcare-academy.com with “Computer” in the
subject line.

Letter – Physicians’ Offices
When you receive your certificate and have your salon refreshed and set up for aseptic technique
throughout, it’s time to approach some of the doctors in your area. Consider reaching out to
dermatologists, podiatrists and even general practitioners and OB-Gyns. All will have clients that
have foot problems and need safe foot care.
Following is an example of a letter you could write to the doctors in your area – customize it to suit
your salon and area. We recommend that you go to an office supply and buy a small amount of
good stationery paper with matching business sized envelopes-this is a business letter, not an
invitation. You want them to see you as a serious person building a business. Of course, if you
have an open house, send them an invitation for that, as well!
Make up a small quantity of brochures featuring your new emphasis on healthy pedicure services.
Again, use good paper for your brochure, and fold them carefully. You can print a few off on your
own printer at home—especially the first time or two, because you will find that you will want to
tweak them a bit as time goes by. Once you have them just the way you like them, consider
printing a larger quantity with one of the online printing companies—watch for coupons!
Suggestion: Go to the offices and develop interaction with the office manager. Explain your salon’s
safety philosophy and ask if you can leave your brochure for them to hand out. Offer her a
complementary pedicure. Many times the podiatrist will step up to safety suggestions for their clients.
Continue to return with brochures.

Hint: Mailing brochures or calling offices on the telephone is not usually effective. A face is needed to
make them really listen to what you have to say.

Letter to Physician’s Office Seeking References
                                       (Salon Letterhead)

   Name
   Address
   City State Zip

   Dear Dr. XXX
   I am a Certified Advanced Nail Technician and would like to discuss with you a
   possible referral relationship of your clients desiring nail services with my salon. I have
   had extensive education on maintaining an infection-transfer free environment for my
   clients and use an Autoclave to sterilize my implements.
   Many of your clients are having nail services in nail salons and I’m certain you are
   aware of the potential problems if the salon does not maintain an aseptic
   environment and utilize sterile implements. I want to assure you that my salon is
   sanitary and my implements are autoclaved and safe. Items that cannot be placed in
   the autoclave, such as nail files, orangewood sticks, buffers and gloves are discarded
   immediately after use. Your clients would be safe if getting their nail services in my
   salon.
   As an ANT, I am trained to recognize (not diagnose) untreated medical issues and to
   refer clients to physicians such as you when an abnormality is noted. All of my clients
   are asked to provide a medical history and receive a comprehensive foot assessment
   prior to any service provided. We establish communication with a physician when
   necessary.
   My salon offers manicures and pedicures with special considerations for at-risk clients.
   I perform non-medical, cosmetic, SAFE manicures and pedicures on clients with
   medical issues as per the information that you or they will provide. In exchange, I will
   send clients to you with a referral slip for you to fill out when they are healthy enough
   to later receive my services again.
   As an introduction to my salon:
     I invite you or one of your staff to receive a complimentary pedicure in my salon.
   I will be pleased to discuss my techniques with you or your representative, and hope
   you will come in soon for a wonderfully relaxing and safe treatment. The salon name
   is xxxx and the number is xxxxxxx. Call with any questions you might have.
   Regards

   Xxxxx, ANT
   (Salon Name)

Brochure for a Physician’s Office Referring to Your Salon