Yet another nail salon opened up in my neighborhood. I think that makes 20 in a three block radius. Like many men, a “nail salon” for me is a hot shower and a nail clipper that my Dad gave me 20 years ago. In my book, if the nails are trimmed neat and clean, then I’ve done my job. I don’t begrudge anyone — man or woman — who patronizes these establishments. But for me, color on the tips of my fingers and toes is way down on my priority list. Just ahead of starting a wasp circus.
I walk by the new nail salon sometimes four times a day. And if I see the proprietor in the window I’ll smile and nod. Yesterday I introduced myself and welcomed her to the neighborhood so it came as a surprise when she looked at me contritely and did not introduce herself. Instead of shaking my hand, she grabbed my hand without saying a word not to shake it but to examine it. “You need a manicure,” she said. “Come inside now my girls need the work.” Most people would agree that this tact showed bad manners and bad business, yet this is exactly the way some brands approach social media.
Read more about this topic of brand strategy and how you can avoid careless social media brand strategy from Frank Bocchino here.
