3 Ways to Make Your Salon a Bridal Go-To This Season
By Denise Prichard
As we approach May and June—the most marrying of months—well-prepared salons will find real opportunities for growth and profit from the $50 billion bridal market. Business from brides, grooms, and other wedding party members can be an annuity that pays off month after month—especially during the spring and summer months.
With over 2.5 million weddings scheduled to take place in 2019 alone, there’s a huge opportunity to attract new clients looking for both wedding prep and day-of services. In this article, we’ll explore several salon ideas for bridal season that you can implement in your business.
1. Spread the word about your bridal services.
As a salon owner, there is a good chance that you interact with or style your clients on a daily basis. By conversing with clients in your chair, you may often find yourself playing the role of confidant. As you well know, there’s no getting around it–this is the reality of the job, and also a business opportunity just waiting to be seized!
While you are foiling, cutting, or styling, share your salon’s bridal offerings—you never know who might be in the midst of wedding planning or have a recently-engaged loved one. For clients who express interest in relaying your services, give them a discount card to pass along. Be sure to reward the client for their referral with a discounted service or product. This is a simple and cost-effective way to successfully promote your business throughout wedding season. Word of mouth may seem simple but it works.
2. Bring your bridal services to market.
How else can you market your salon as both a go-to spot for cut and color as well as a “Destination Bridal?” Try venturing outside your salon walls. Set up a booth at a bridal show or host a pop-up event at a local bridal shop and offer free mini makeup application and mini stylings. This gives brides and grooms-to-be a taste of the experience your salon offers.
Before any events, make sure you have a strong presence on social media platforms like Facebook, Instagram, and Pinterest. You’ll want to place your social media handles on any signage or flyers at your booth (and in your salon, for that matter)—so they can follow your work. After all, the more engagement on your pages, the larger the captive audience!
If you're looking to up your social media game, check out our guide: Social Media Strategy Guide: Using Social to Grow Your Business.
Again, establishing a presence at a community event probably won’t cost much, but it will help cast a wide net to engaged couples in the surrounding communities! Plus, any opportunity you have to collect/email addresses is marketing gold at its finest—so make sure to have an email sign-up at your booth! After the event, send out a targeted email blast to those individuals and offer them a savings on their first visit to your salon. Even if some of the women and men aren’t preparing for a wedding, it’s still a great opportunity to grow your clientele.
3. And speaking of mailing lists...
So, your cost-effective marketing plan worked and you booked more brides and grooms than ever this season. They’ve come in for haircuts, highlights, their style and makeup trial, and a menagerie of other services. The big day has come and gone and you have the pictures and the favorable review to prove it. Finally, your work is done—well, not quite! Before you kick your heels up, make sure to send out an email blast to the bridal party after the wedding to remind them of your other services, and possibly offer them an incentive to come back as a regular client. A person may have come into your salon for a wedding but stay long-term because of how much he or she loved their experience.