What you can’t pie everybody between my eyes walk through the fire came up like a DJ you are listening to inspired insider with your host dr. jeremy wise here founder of inspired insider calm where I talk with inspirational entrepreneurs like the founders of hint water rx borrows p90x Atari and many more and how they overcome.
Big challenges in life in business our sponsor today is rise to 25 calm which I co-founded my business partner John Corcoran rise 25 we host in-person VIP events and masterminds for top entrepreneurs all over the country including many in the e-commerce industry we hosted them in.
Chicago Austin Santa Barbara San Diego.
New York Sonoma and others across the country just got back from Las Vegas and so if you see your yourself and the value of immersing yourself with other top entrepreneurs to connect check out rise 25 and ask us where our next event is going to be I also want to do a thank you shout out to Ezreal Roth’s who hails all the way from Israel for introducing me to today’s awesome.
Guest Azrael helps companies find their ideal audiences on Facebook and create.
More sales and he can be found at rat’s pack media not like Frank Sinatra’s pack but his last name are eight easy pack media today I’m very excited because you’ll see the end of the intro I’ve been waiting for four weeks for this special after intro intro but today you’ll see what I mean in a second but today we have Habib Solow CEO of young nails that’s been serving the nail care industry for over 20 years hi beeping.
Gregg Habib’s older brother run the business and their mom decided to.
Start her own business at the.
Ripe age of 49 and she had a passion for the nail industry and they did everything in their power to support her and it’s interesting because Gregg your older brother became a licensed nail technician after switching gears from what I would visualize the opposite of that which is firefighters training families manliest man type of people work and going yeah this is the old edition so it’s not what I would expect in a you took a detour from medical school and a life in music to die this and for anyone young males.
Is a professional nail care manufacturing company exporting to over 40 countries worldwide and distributing domestically to over 3,000 stores.
Hobby thanks for joining me thank you and very often in TRO well vis me what.
I’m sorry the nails I need the intro you’re in the intro I need you doing about the nail oh our well so so here’s the thing we’ve I have like there’s like three different intros there’s the nail school which is the same one that I do.
Every single time and then there’s our biz talks that we do that are also right now.
On the biz talk and then I do right now on nail school which has become this thing that our our customers now will like call and see.
Me and they’re basically hitting me with the intro every single time basically every before every intro I say the same thing which is you know we’re.
Gonna explore how to apply nail polish on the nails right now on nail school and they literally will walk up to me that shows and events and just walk up to my face and start saying the intro before we get into the other videos which is really funny it’s a lot of fun it’s.
We were talking before we started about reinvention Riaan correcting yourself yeah so talk about.
That for a second yeah we’ve had to completely reinvent ourselves as a company and that started about 18 months ago Jeremy we saw that the market our market was changing.
Not only our market but just how communication happens today we saw that changing we wanted to jump on it we were doing a ton of traditional print a ton of.
Traditional types of marketing trade shows mailers and honestly our business had plateaued and we we hit a wall so i myself and my brother were have a lot of conversations.
About moving to social and we were on social but not really aggressive on social so we took the leap of faith of just seeing in the trends that you had which we the first thing was like attendance and trade shows was completely down so we we would go to these events and this was the number one way that we actually built our business in the late nineties and early.
2000 so we saw attendance was down revenue was down the trade shows were telling us oh no everything’s fine hey don’t worry about it you’re good but obviously sales were down and just the traffic you look at the.
Aisles and it was like there’s nobody here and what we started hearing from a lot of our.
Clients was well there’s no reason to go anymore because if you guys are gonna launch a product we see it on Facebook if you guys are gonna you know do some type of event you know a company’s going to do an event we’ll go to Facebook or Instagram and we were doing a lot of like instructional videos on YouTube and so they say well if we want to learn a new.
Technique we know you guys are gonna launch it on YouTube.
And so we were like okay you know ding-ding-ding there’s something here and that’s us just doing social kind of like passively we weren’t hardcore.
Aggressive so you know about strategy for it you were just doing it because you know education purposes and here and there but you didn’t have a kind of you know because you know strategy for it that’s exactly right it was more of we know we have to be on social because that you know we people on Facebook and Instagram and YouTube and that’s why we did it but like you said not as a strategy it was not part of our.
Like this is how we’re gonna like really take it to the next level so correct so what’s worked and not worked absolutely well I’ve watched a bunch of videos everyone should check out what tell people you tube channel so they can check it out so our.
YouTube channel is young nails Inc that’s nails like fingernails some people hear it wrong over audio they’ll think it’s males as in just us dudes but it’s not in fingernails young nails ink actually all of our handles Instagram Facebook everything is young.
Check that out um what’s worked and what.
Has not worked that is a we’re still figuring out what’s working but the best thing that I can say especially on YouTube has been putting in volume of hours to figure out like just one slight getting like a grain of information requires like months and months and months of shooting editing cutting so you guys are doing awesome I mean if you can be looking over here I mean I have your your videos pulled up over here but i am you of at the.
Time over 140,000 subscribers we do we do and good for you that so thank you thank you very much we’re still we’re still pounding.
Away at it i think like for us what’s worked ultimately has been like learning.
How to really be transparent like this is the biggest thing I can say for us is like were truly utilizing YouTube and Facebook and Instagram as a way for people to see inside of our business it’s probably you and your brother of a funny dynamic because I don’t know he was doing someone.
I’ve never I’ve two daughters and I never thought I’d be like what are you doing I’m I don’t know I’m watching people doing feels nails and but your brother is doing someone’s nails and he kind of does this thing with his hands and you’re like you look like you’re greedy and you guys have.
A funny dynamic yeah we I like honestly we screw around all the time like we’re constantly messing around and even at.
Our company that’s part of the company culture is like this looseness and but that’s us I’m.
Like curious because you know obviously every video you put out you put a lot of time effort like you said even if it’s like a five minute clip so much time for energy planning goes into it you want everyone to hit every single video to hit out of the park so I’m wondering when I’m looking on there which one was a complete surprise it just you know had a ton of views.
And which one you like this is gonna be our next you know 100k video I mean I’m looking at one there’s you know a powder coating system that has.
A hundred eight thousand views on so how do you explain some of the ones that took off.
And then maybe someone’s it didn’t that is a great question and then this is one part of it sixty-three thousand views yeah one of these here’s the deal we we’ve actually tried planning to create a video that you know let’s create something that we think.
Is gonna get all these views and it just flops like these thousand views on this other one yeah yeah the snakeskin that’s one of the bit I was an older I think that wasn’t like four or five years ago I think that was a while ago yeah and those were.
The days when YouTube was for sure a little more I don’t want to say easy it’s never easy but it was easier to reach an audience and to get those kind of.
Views like today it’s so much harder but honestly what we do is we look at you know through our Instagram we get a.
Lot of information as to like what looks are kind of hot and what looks or not and that helps to kind of guide us all I don’t look on Instagram like over all threads.
You kind of look to see what trending what’s hot and then you want to create a video on what’s trending that’s exactly correct we try to do that.
So there’s two things we look at what’s trending in the market and try to create something and then we take our experience and our knowledge and say hey we think this would be good for the market let’s give it a shot so one is more like you know data-driven and another is more like creative driven and just based upon our experience and that’s that’s honestly how it is we walk in the door and it’s like cameras flip on and we want to capture our personalities that’s the biggest thing and.
The culture of our company is number one and we we want it to be a little more raaagh which is why you see things like when my brother’s.
Rubbing his hands and I’m like dude you’re looking.
Greedy bro what’s good you know just these little comments is and that’s how we talk to each other and we have a lot of fun doing it and that’s kind of the big more.
Than anything that’s what we want to capture is like our day-to-day or interaction you know we want people we want that transparency.
People to feel like they’re really a part of the company they’re experiencing how we talk to each other every single day squared around.
I love it and what’s your production schedule like how many videos do you want to produce per week or per month we do five videos a week so Monday in Wednesdays at 8:00 a. we launched the vlogs on Tuesday morning at 8:00 a. we do what’s called the biz talk it’s more on the business side of the.
The nail industry and then on Thursday and Friday at around noon like today and around between noon and 1:00 we launched a more hardcore instructional video those are the nail schools which is all technique.
And like how it like gets into every week every single week a lot it’s a lot it’s a lot yeah I don’t sleep much these days so if like brother doing.
Most of the instructor who’s doing the instructional ones he does the instructionals exactly all so I shoot everything so I’m shooting all the videos and I’m editing myself all the videos and then but he does the hardcore instructional and then myself and then we have our.
Director of Education she does the business talks with me on Tuesdays and then Mondays and Wednesdays it’s all of us on the vlogs and then we have our Instagram which we’re pumping out three to four videos a day.
Five stories a day we’re on snapchat or on Facebook we do Facebook live once a week you know Instagram live once a week we rip everything put it on a podcast it’s not a.
Proper podcast at this point we’re still trying to develop that it’s hard to think how are we gonna get a podcast with nails which is the challenge.
But we’re working through sessions I would love to hear them Bobby.
It’s also if your audience is listening to podcasts to I guess you could just put them on your you don’t have to do it as a formal podcast like on iTunes or something.
Right right exactly that’s probably a good way to start absolutely who is your audience is it more younger older both yeah very very good question right now it’s like it’s between eighteen and like.
35 that’s our that’s our audience that is consuming I’ll say and and at the same time that’s kind of who we’re targeting you know is.
That audience we have an existing customer base probably in the you know oh gosh it ranges from like I would say 35 up to you know 60 years old and nail technicians but we’re really late because going.