Guest post by: Cassie Brewer
Everyone loves a good wedding. It’s a magical day that will be remembered for years to come. However, weddings can be stressful for brides (and bridesmaids). It’s natural for everyone to want to look perfect for the photos and attendees.
In many ways, Pinterest, Facebook, and social media have put even more pressure on the wedding party. That’s where your salon comes in!
Here are 5 ways to attract brides to your salon for their big-day beauty needs!
1. Decide What Services You Want to Specialize In
Determine which services you want to specialize in and which stylists have the time and skills to provide such services.
- Will you provide pre-wedding facials and esthetician consultations to help brides achieve a flawless wedding complexion? Makeup application (airbrush and traditional)? Up-dos? Bridal manicure/pedicures?
- Ask yourself important questions: will you need to invest in new supplies (wedding hair clips, crystal bobby pins, etc.)? Will you need to enlist the help of new stylists?
Once you decide which styles and services you’ll provide, go about creating a lookbook of different wedding stylings to show potential bridal clients. You want to have a portfolio ready. It gives brides — a potentially nervous group — a sense of confidence. 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. Therefore, 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; craft special status updates on your salon page. And 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. How fun!
Provide free “mini-services” such as quick up-dos/ light makeup application and sell discounted gift certificates. This is where you really get to flex your creativity muscle; make your open house a fun event!
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, and/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.
Above all, think outside the box, and you’re sure to attract new clientele!
So what do you think, stylists?
Is your salon ready to create a whole new category of wedding-inspired services? What’s worked for your business? Leave your comments in the section below.
Cassie Brewer is a professional makeup artist and hairstylist. She also frequently writes for several beauty publications covering wedding and women’s health topics. She hopes to one day open her own beauty parlor. Thank you for taking the time to read her article!