I am thinking about celebrity endorsements as a growth option for my nail salon business. I need some advice?
I have a small nail salon business on the side and I want to start growing this small venture into some day being owner of my own business having to quit my job or doing both. I am in this industry for more than 6 years. I have so many ideas and see so many opportunity everyday. My aim is not to have a normal nail salon but a much more personalized service. I would say my first step to get my name out there and the type of market I would like to get into would be to sponsor/ deliver these services to celebrities.
- How do I start
- Will this be a profitable decision
- What is important to know when endorsing a celebrity
- Will this help with advertising my business
- Do I give a 100% sponsorship?
People are more likely to buy from recommendation from friends and family. Get your customers to endorse your business.
There are 2 ways to get celebrity endorsements:
1 The Lightening Strike- a celebrity stumbles onto your product or service, or a friend knows someone who knows someone, etc. It happens. But like lightening, who knows exactly where or when it will strike. Do you want to wait to try and catch lightening in a bottle?
2. Pay-and this is expensive. There are numerous firms that place products with stars for big upfront fees and a % of sales with minimums guaranteed, and appearance fees, first class travel, etc. We have used these services many times and depending on the celebrity thay can be productive. This is unrealistic for most small businesses.
You are better to offer/develop some Unique Selling Proposition that makes your nail tech service stand out from competitors. Maybe you do a spin on the food trucks and equip a truck or small van to make house or business site calls or work summer fairs, art shows, etc.
If you have celebrities who are willing to endorse your salon! Use them, with only one recommendation. Do you have an audience who are not celebrities?
I find endorsements to be an indicator of whether I'm going to be comfortable with the people or will I walk out looking like I'm going to a gala when I need to be professional for an office?
Personally I think that it is a gamble that may not be as beneficial as many hope. I say that because celebrities are only as popular as the current trend and they are only closely followed by the masses at a certain period or time. If that celebrity ever makes a mistake, there goes his/her brand and if you are tied to them, maybe there goes your's as well. The best form of advertising and some times the least expensive is the local guy or gal who is not camera shy and looks really good wearing your designs and creations, you tube can make anyone out of a star.
I only have personal experience with this for a national company who used sports celebrities to raise their image across the country. Since you state you are small, I suspect your "market" is local. I would look for a celebrity who is recognizable in your area, and not deal with the cost and demands of a national or international personality. For example, here in MN I have seen two former University of Minnesota hockey players used in local ads.
Hey Mari-Louise, I for one, am dead against celebrity endorsements. Unless your service is a premium one targeted at the super-rich, in which case, it might be an option. But otherwise, if you plan to have frequent celebrity endorsements, you might end up overpricing your services to sustain the endorsements. Decide based on who your customers are, and what they'll pay for.
Here are my suggestions for you. I believe the best way for you to grow your business is to find your existing happy customers, engage with them, throw in some freebies, and also seek their suggestions on how to grow your business. They'll happily become your local celebrities marketing your business for you. That way, they'll feel connected and indirectly invested in your business. Grow it from there. It will definitely take you a little longer than with the high-cost celebrity endorsement option, but in the mid-term, you'll realize that the customer-celebrity model is more sustainable, and is more powerful than with hollow-sounding celebrities calling out jingles for a fee. Whatever option you choose, wish you great luck.!!
Celebrity endorsement is a good idea as long as the business can support the associated cost. Choice of celebrity is important as they must relate/ connect well with target profile of clients.
I think you should start with your local audience. First identify "who" your local super-stars are. If you actually do work in an area where celebrities live and shop, then you can try some local marketing to get their attention, but, otherwise, you should first build a local reputation and then reach out from there. Once you start to get some celebrities or celebrity types, then you will need to get to know your clients. "They" are the best people to tell you what they want and need. Maybe give yourself a time frame to see if this is even a good idea for your business. It's good to try new things, but if after a given time, if the idea doesn't create the results you desire, then obviously, some part or the whole idea may need to be scraped.
Mari-Louise, I tend to agree with Bill, and a few other good comments.
At I am unsure if you are looking to "Supply to the Stars" or just use them for endorsements?
To be at this stage it matters very little.
To be realistic, although you have had this business for 6 years,
You are still really taking the step from being a hobby to being a 100% business.
What this means, that as a hobby you can nibble at it.
As a business you can't afford that luxury ,
Your first question is the right one. "How do I Start"
You need to do a heap of work before anything.
I think that you are getting that Idea from the comments.
There are standard things as in any start up company. (not Hobby)
Business plan, Financial Plan, Marketing Plan. Company name, Image, Product range and quality along with market prices and elasticity.
Then comes the other questions you will need to address.
which are WHAT, WHERE, HOW, WHO.
Once you have addressed all of this you will have a much better picture and understanding. You can then plan some mile stones of achievements along the way. You will become more focused, Even some of the ideas you now see, may not be they way that you want to go. Or they may seem good but not right to your companies image of direction.
So while you see them you will not be drawn to them. Or you may decide to take them on or even set up a separate business model to get into it.
Mari-Louise, There are no short cuts. It all starts with hard work.
Even the stars have to work hard to get were they are. and even harder to stay to stay there,
The first celebrity you need to focus on is YOU! Celebrity is always manufactured, never accidental, and you can quickly and easily become the local boutique nail salon that people choose.
This is called branding.
Too many ideas can be a bad thing. Pick what it is that drives you, gives you the most satisfaction and what makes you the most money. Focus on that market and that marketing message. When you dominate that specialty, branch out if you want to.
For example,my brand is my name, and since it is a common name, my city, 'Camarillo'. Search for those 2 things brings back 3 pages of good stuff. Add 'author', 'publisher' or 'gardener' to that and you get still more results.
You can use the same tactics to get your salon in the results.
We have taught several hundred people how to do this for their clients and you will easily find an 'authority marketer' willing to help you.
We write, publish and syndicate stories about people, businesses and services people look up online. The stories are found online and come from news sites that may include your local TV and radio affiliates. Being 'picked-up' by one of these lets you mention being quoted on your favorite local TV station and use the station logo on your site.