50% to fully booked appointments for beauty salons in NYC and Miami
Read the detaild analysis below
Challenges of the business
Increasing the number of clients and ensuring fully booked appointments for a nail salon in New York
Business features
A salon with above-average pricing in Manhattan. The specialty is Russian high-quality manicures (and you know how hard it’s to find a good nail technician in the US)
Initial data
500 subscribers, including many Russian speakers who have moved to the States.
The capacity is 50% full, it is necessary to fill up a nail technician with the job.
The target audience
For a premium salon, the target audience is people with income from $ 100,000 per year, middle managers and above, media personalities, and models.
Increasing the number of clients and ensuring fully booked appointments for a nail salon in New York
Business features
A salon with above-average pricing in Manhattan. The specialty is Russian high-quality manicures (and you know how hard it’s to find a good nail technician in the US)
Initial data
500 subscribers, including many Russian speakers who have moved to the States.
The capacity is 50% full, it is necessary to fill up a nail technician with the job.
The target audience
For a premium salon, the target audience is people with income from $ 100,000 per year, middle managers and above, media personalities, and models.
Progress
The main task was to increase the number of clients for manicure services. Complexity is a high price tag, at first, we often faced the objection "very expensive".
The minimum price for a single-color coating from an experienced master is $ 70, manicure and pedicure from two technicians simultaneously from $ 150 + tips + sale tax, total $ 200.
Americans value their time like no one else. The main stake, therefore, was made on the service - manicure-pedicure from two technicians simultaneously.
During the advertising campaign, we tested completely different approaches to the selection of an audience:
1 Look-a-like from those interacting with our social media accounts, who sent messages to Instagram account, database
2 Audiences by interest in various combinations and narrowings
4 Geo from expensive NY districts
5 By phone model
In advertising, we tested photos and videos of manicures and pedicures, photos of clients and technicians in the process of work, used videos before-after, reviews, and even video reviews.
We also tested various offers: a special price for manicures and pedicures, but the best one was a gift for subscribing to our social media.
Initially, CPC was around $ 0.35-0.70.
The recording was carried out through Instagram Direct, so we also tried optimization for DM.
Screenshots of the advertising account: 1 - the results of the first tests, 2 - the results of optimization for DM.
The booking was carried out through Direct, so we also tried optimization for DM.
Screenshots of the advertising account: 1 - the results of the first tests, 2 - the results of optimization for DM.
The main task was to increase the number of clients for manicure services. Complexity is a high price tag, at first, we often faced the objection "very expensive".
The minimum price for a single-color coating from an experienced master is $ 70, manicure and pedicure from two technicians simultaneously from $ 150 + tips + sale tax, total $ 200.
Americans value their time like no one else. The main stake, therefore, was made on the service - manicure-pedicure from two technicians simultaneously.
During the advertising campaign, we tested completely different approaches to the selection of an audience:
1 Look-a-like from those interacting with our social media accounts, who sent messages to Instagram account, database
2 Audiences by interest in various combinations and narrowings
4 Geo from expensive NY districts
5 By phone model
In advertising, we tested photos and videos of manicures and pedicures, photos of clients and technicians in the process of work, used videos before-after, reviews, and even video reviews.
We also tested various offers: a special price for manicures and pedicures, but the best one was a gift for subscribing to our social media.
Initially, CPC was around $ 0.35-0.70.
The recording was carried out through Instagram Direct, so we also tried optimization for DM.
Screenshots of the advertising account: 1 - the results of the first tests, 2 - the results of optimization for DM.
The booking was carried out through Direct, so we also tried optimization for DM.
Screenshots of the advertising account: 1 - the results of the first tests, 2 - the results of optimization for DM.
What have we faced?
DM’s were poorly converted into databases. So the main problem in this situation was the low speed of response to requests.
How we resolved this problem?
1 Make managers to respond effectively
2 Made it possible to make appointments online
Nobody likes to correspond for a long time and persistently, and it is better to buy or sign up efficiently, online.
This decision has yielded excellent results! Clients visited the profile, got acquainted with the technicians and reviews, and, independently with the managers, chose the time and the nail artist.
Among all the tested creatives, videos with beautiful designs before-after videos with a terrible manicure before giving the best results.
For example, some of the best ad creatives are in the gallery below.
The monetary indicators for New York were already about $ 0.3 in January, which is very good (but in January there is always a reduced auction, this result was obtained, among other things, for this reason).
DM’s were poorly converted into databases. So the main problem in this situation was the low speed of response to requests.
How we resolved this problem?
1 Make managers to respond effectively
2 Made it possible to make appointments online
Nobody likes to correspond for a long time and persistently, and it is better to buy or sign up efficiently, online.
This decision has yielded excellent results! Clients visited the profile, got acquainted with the technicians and reviews, and, independently with the managers, chose the time and the nail artist.
Among all the tested creatives, videos with beautiful designs before-after videos with a terrible manicure before giving the best results.
For example, some of the best ad creatives are in the gallery below.
The monetary indicators for New York were already about $ 0.3 in January, which is very good (but in January there is always a reduced auction, this result was obtained, among other things, for this reason).
In parallel with advertising, we also worked on the account: relevant stories were made out. Also we introduced activities and quizzes for followers for increasing organic reach of this account.
Tracking the received applications (who exactly came from advertising), unfortunately, is not possible in our case. We tracked the number of subscriptions - the average price per subscriber came out to $ 1.5 in New York.
A new level of work
In February, the client opened a studio in Miami, for which we also set up Facebook ads. For Miami, the price per subscriber was about $ 0.75 - 2 times lower. CPC was also about $ 0.25, which is 1.5 times cheaper than the same metric for NY.
In mid-June 2021, a decision was made: it is necessary to urgently expand the staff since we do not have time to process applications and a waiting list for manicures has already appeared!
What is the secret of this incredible result?
In an incredible service, of course! For the beauty industry, it is important to attract the client for the first time, because if he likes everything, he will stay with us further and continue to use our services.
Eventually, the number of subscribers grew to 4,000!
Result of work
Budget - $ 6,000
Subscribers growth - 3 600
Work period - 8 months
During this period, we created a WAITING LIST in 2 salons: the challenge of "hammering" the artists with work (from the starting point to employment by 50%) was over fulfilled.
I consider the creation of such a great demand one of the best metrics of my work! Now we’re starting a new direction: the promotion of manicure offline courses.
Now we're starting to work with online courses for nail artists, so the next case is coming soon!
Tracking the received applications (who exactly came from advertising), unfortunately, is not possible in our case. We tracked the number of subscriptions - the average price per subscriber came out to $ 1.5 in New York.
A new level of work
In February, the client opened a studio in Miami, for which we also set up Facebook ads. For Miami, the price per subscriber was about $ 0.75 - 2 times lower. CPC was also about $ 0.25, which is 1.5 times cheaper than the same metric for NY.
In mid-June 2021, a decision was made: it is necessary to urgently expand the staff since we do not have time to process applications and a waiting list for manicures has already appeared!
What is the secret of this incredible result?
In an incredible service, of course! For the beauty industry, it is important to attract the client for the first time, because if he likes everything, he will stay with us further and continue to use our services.
Eventually, the number of subscribers grew to 4,000!
Result of work
Budget - $ 6,000
Subscribers growth - 3 600
Work period - 8 months
During this period, we created a WAITING LIST in 2 salons: the challenge of "hammering" the artists with work (from the starting point to employment by 50%) was over fulfilled.
I consider the creation of such a great demand one of the best metrics of my work! Now we’re starting a new direction: the promotion of manicure offline courses.
Now we're starting to work with online courses for nail artists, so the next case is coming soon!
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