smart marketing

Within a one block radius of where I live, there are six nail salons. About a year ago I stopped going to Joa, the one closest to me. For some inexplicable reason, their manicures always chipped faster than the ones given a few doors down.

But Joa is now KS Nails. Today I see this sign: 

The new owner must be a marketer at heart. To generate trial, she is offering free samples to capture new users, as well as lapsed ones (like me).  And it's working. The salon is full, mid-afternoon on a Wednesday. 

Shooba gives me a great manicure (short nails with adore-a-ball) and a quick, but effective shoulder massage. If my manicure lasts five days, they've won me back.

The new owner might not know all the right marketing terms, but she understands perfectly  the concept of getting customers.