Spread the Word
As beauty industry professionals, we often play the role of therapist, friend and confidant to our clients. This is a reality of the job, and also a business opportunity just waiting to be seized! While you are foiling or cutting or flat-ironing, talk to every client that sits in your chair about your salon’s bridal offering—you never know who might have a recently engaged daughter or niece! What’s that? Your 3:00 client does have a niece that is looking for a wedding stylist or makeup artist? Give that client a discount card to pass along to the bride-to-be, and don’t forget to give her a referral reward if her niece ends up booking at your salon. It’s called grassroots marketing, and it doesn’t cost much!
To Market, to Market
How else can you get the word out and market your salon as not only a go-to spot for cut an color, but also as “Destination Bridal?” Try venturing outside the salon walls. Set up a booth at a local street festival—many towns are doing “bridal walks” in the spring and summer to introduce the community to local business—and offer free mini makeup application and mini stylings to give brides-to-be a taste of the experience your salon offers. Make sure you have a presence on social media platforms like Facebook and Twitter, too. Place the Facebook logo or the Twitter bird symbol on any signage or flyers at your booth (or in your salon, for that matter)—the more “Likes” and “Followers” you get equals an even larger captive audience!
Again, establishing a presence at a community event won’t cost you much, but it will help you cast a wide net to every blushing bride in the surrounding communities! Plus, any opportunity you have to collect mailing/email addresses is solid marketing gold, so make sure to have a mailing list log at your booth! After the festival, make sure to send out a mailing or email blast to those individuals and offer them something in the range of 15-20% savings on their first visit to your salon. Even if some of the women (or men!) aren’t preparing for a wedding, this is still a great opportunity to get new clients and spread the word about your salon.
And Speaking of Mailing Lists...
So your cost-effective marketing plan worked and you booked more brides than ever this season. They’ve come in for highlights, their style and makeup trial, waxing and a menagerie of other services. The big day has come and gone and you have the pictures, and the favorable Yelp! review to prove it. Finally, your work is done—well, not quite! Before you kick your heels up, make sure to send out email blasts to brides AFTER their 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 as a bridal client, but stay as a traditional client because of how much she loved her experience!
About the Author
Erin Chambers is a freelance writer and marketing maven for a wide variety of industries but has roots in the salon and spa arena. As a former editor for behindthechair.com, Erin has interviewed top manufacturers, salon/spa owners and industry powerhouses to discover the essential tools, tips and tricks for success in the burgeoning business of beauty. Her passion lies in helping business owners discover their true identity as a brand, and to use this as a tool to increase their business’ valueMore Content by Erin Chambers