It’s often easy to end up feeling like a PR or a marketing strategy doesn’t work for a nail care business when most business owners tend to try a variety of different strategies that end up failing.

However, it’s important for business owners to remember that PR and marketing are mindsets, and the businesses that succeed are the ones led by people that have open minds.

Even if something doesn’t work the first time around, that doesn’t mean the company shouldn’t try it again just to see how it can be improved.

Even the most successful nail care businesses that have large followings on social media platforms started from zero, and slowly generated their success, simply because they kept trying.


Sending out regular emails to a list of clients can have a big impact on the branding and sales of the nail care business. However, it’s important for those emails to be attention-grabbing, easy to read, and not be focused on sales.

That means the main goal of the email shouldn’t be to sell or book any appointments. The email should be educational, interesting, friendly, or fun to read.

Newsletters are a great way to tell consumers more about the business, become an inspiration for the followers, or share useful tips and tricks and educate the consumers.

While it might take some time and effort to create an educational or entertaining approach for newsletters, instead of focusing on sales, once a business starts generating the desert results, it’s going to be very beneficial in the long term.

By sending out those types of emails on a regular basis, the email subscriber list of the business will continue growing, to the point where the business ends up with a thriving community of followers and fans that can’t wait to receive the next newsletter.


It’s not always easy for companies to get their clients to give their reviews of those companies. This is especially true for nail care businesses when most consumers come in for an appointment, and the business tends to not hear from them again.

Oftentimes, those consumers might end up saying that they loved the work, and even promise to give the business a review, without ever following through with that promise.

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The reason for that is fairly simple – most people tend to be lazy and don’t realize how important reviews are to a business.

However, reviews are very important in getting more potential customers who are searching for more information about the nail care business online to learn from.

In fact, having a lot of positive reviews from past customers can make other potential customers feel more comfortable trusting the business with their money.

Additionally, search engines also want to see reviews for businesses, because they’re used to determine if a local business should be recommended to other customers in the area.

If a company has more positive reviews, it’s going to appear at a higher rank on Google Maps recommendations.

A great way for a nail care business to generate more reviews is to send out an email to a customer after they finished an appointment, and give them a link where they can leave their own review.

Nailcare and PR

For new business owners, promoting a nail care business can be a daunting task.

However, with consumer demand increasing, it’s becoming a lot more important for nail care business owners to develop their own marketing skills.

With the help of a strong PR or marketing plan, businesses can connect with their target audiences.

Without a plan, it’s easy for a business to find itself cut off from its target market. At the end of the day, the quality of the product alone won’t be what delivers repeat customers for a business.

That means a PR or a marketing plan for a nail business should be focusing on other elements aside from the product itself.


Most people have seen how contests work, even if a specific contest isn’t used in relation to a nail care business.

Although creating and running a contest doesn’t always automatically result in an increase in revenue for a business, it can be a useful strategic element of an overall promotional campaign.

It’s important to remember that running a contest doesn’t come without any risks.

Just like anything else, poor execution of a contest can end up derailing a company’s attempts to improve its market presence.

That means any nail care business that wants to run a contest for its target audience needs to invest time and resources to create that contest in a way that’s going to achieve the right goals. 

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Marketing Collateral

Every single piece of collateral of a nail care business ends up creating a reflection of the core values and distinctions of that business.

To get the most beneficial results from any marketing collateral, that collateral should be targeted toward the right consumers. If any marketing collateral is distributed to the wrong person, or at the wrong time, it ends up being useless, at the end of the day. Most business owners have to invest significant resources to create quality collateral from the very beginning.

If a company doesn’t invest substantial resources in other promotional elements, such as premium mailing lists, or distribution channels, all of the investments in that collateral will be pointless, because they won’t protect the value of the investment.

What that means is if the nail care business wants to create an email campaign, if it starts sending out emails to the wrong customers, because the email list was acquired from a third-party business, the campaign can be unsuccessful.

This is because buying an email contact list from a third-party business can mean getting an email contact list that has outdated emails, or even emails of people that aren’t interested in doing business with the company.

Working with Professionals

At some point, any type of business, including nail care businesses, has to turn to professionals to get advice or guidance for their promotional campaigns.

Unless a business owner has a PR or a marketing background, they won’t be able to achieve the return on investment in the same way as when working with professionals.

While the cost of working with professionals needs to be taken into consideration, anyone that’s thinking about working with a professional PR or marketing agency for their business is to realize that experience is more important than everything else.

Communications businesses that don’t have industry experience can end up trying to create campaigns without fully understanding the unique selling points or marketing channels of that industry, which means that the campaigns end up failing.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.