If you’re looking to tap into the $76 billion bridal business, marketing strategy company Book More Brides offers advice to get brides looking in your direction. The first step, says makeup artist and hairstylist Cassie Brewer, is to determine what services you can offer the bridal party — which may depend on the range of beauty services offered by your salon and who you can partner with if you only do nails.
The next step is getting the word out about your bridal offerings. Here are Brewer’s tips:
1. Create a lookbook. Show potential bridal clients a lookbook featuring different wedding stylings. Having a portfolio available gives brides — a potentially nervous group — a sense of confidence. For the same reason, it’s also wise to include trial runs in your bridal packages.
2. Word-of-mouth marketing is your friend. Often, the most effective way to book brides is through referrals. So it’s worth your while to give brides incentives to pass along your information. You can go about this a number of ways; one smart strategy involves offering brides 50% off their next salon treatment when you book one of their friends.
3. Create a social media strategy to target brides. If you want to attract brides-to-be through digital channels, tailor your marketing materials to appeal to this demographic. Facebook ads are a great place to start. Design a photo shoot that features a bride sitting in one of your salon chairs and edit the text to reflect your vision. You want to plant blissful, bridal visions in your clients’ minds. Make sure you tweet about special offers and services, and craft special status updates on your salon page. Keep the stream of content going for several months. Consumers have to see an image several times before the association turns into a conscious awareness.
4. Have an open house for bridal-specific services. Advertise around town, through social media accounts, and through the salon about a special bridal open house. Provide free mini-services such as express manicures and sell discounted gift certificates. You can hire live music, provide wine and/or coffee, and serve “wedding hors d’oeuvres” like cookies and chocolate. Wedding-themed games, raffles, and favors also add a charming touch.
5. Get to know other wedding specialists. If you know photographers, caterers, or wedding planners, ask them to consider passing along information about your salon’s bridal packages. It’s always good to create a network of colleagues.