Nailpro - July 2013 - (Page 104)

WORKSHOP by Melisa Wells 7 Steps to Creating a Marketable Menu 104 NAILPRO Y our service menu is not only a useful tool when talking to clients about upgrading or trying a new service; it’s also one of the first things a new client wants to see when checking out your salon. Since first impressions can make or break a relationship, it’s important to make sure that you’ve spent enough time and effort on your menu to convince a potential client to make an appointment. Take a good look at your current menu before you begin its makeover. Try to put yourself in the shoes of someone who has never seen it before. Ask yourself if the menu is attractively designed and laid out. Does it include all of the necessary logistics like salon location and contact information? Are the services adequately described? Would you want to visit this salon? Make some notes about what you perceive to be problem areas, and then follow these steps to give your menu a revamp that will result in more bookings. Step One: Review your services. Do you offer a wide variety of basic services plus options for upgrading? Has it been a while since you created something new? You may want to change out some of the more customized services you’ve had on the menu for a while with updated treatments. For a local twist, add services that reflect aspects of your area (go to and check out “Hands Across America: Geographically Specific Services” for some ideas!). Pay close attention to the wording in the service descriptions; they need to be crystal clear in describing your services so clients know what to expect and get excited about the service. J U LY 2013 Descriptions that are too long won’t hold interest, nor will they leave room for other elements on the menu. If you offer so many services that describing all of them in detail would result in a menu that’s too big, consider adopting a “price list” format. However, keep in mind that this option can leave clients wondering about what’s involved in each service and may leave them less likely to book. Step Two: Create the concept. There are countless shapes, sizes, colors and paper options from which to choose. Aligning the look of your menu with the style and vibe of your salon is important for branding purposes; most successful salons have consistent branding across the board. The elements that must be included on a service menu are your logo, location, contact information and service descriptions. Depending on how much detail you want to provide and how much space there is, you can also include things like hours, directions, client policies and your mission statement. Club or gift certificate programs, group party information, salon history, awards and honors received, advanced education accomplishments and so on are additional elements to consider. Easy-to-read fonts, PHOTO: ©THINKSTOCKPHOTOS.COM/BRAND X PICTURES Restyle your service menu to gain a boost in business.

Table of Contents for the Digital Edition of Nailpro - July 2013

Nailpro - July 2013
Nailing the News
Polished Look: Net Effect
Behind the Nail Pros
Workshop: 7 Steps to Creating a Marketable Menu
Art Gallery: Give It a Swirl
Peace, Love & OPI
Perfect Pairs: Shadow Play
Savvy Salon: Blossom Beauty Lounge
Beauty File: Alesia Lanzo
The Real Cost of Relocating
Coping With Unpleasant Coworkers
Tips Are Popping Up
Reality Works
Neon Nails
Dressed for Success
Here Comes the Sunless
Nail Clinic: Handling a Spill
Pro Talk
Marketplace Plus
Ad Index
Hollywood File
Manufacturer Deals & Promotions
Test Yourself

Nailpro - July 2013