Bridal
Marketing Success
From Cosmetologists
Association
of British Columbia Magazine, March 2001
Brides! Why do stylists
panic when a client identifies herself as a bride-to-be? Because chaos
ensues. There are endless consultations and panicked rescheduling. Prices
stop making sense. Everyone, including the future brides, goes out of
control at the mere mention of the word "wedding."
It needn't be that
way. Relax, take a deep breath, and follow this marketing plan made
especially for brides; every minute you spend planning now will save
hours of confusion later.
How to expand your
salon's share of the bridal market:
1. Create a bridal
brochure and wedding business cards. Include all services, prices and
wedding-day suggestions. Work with a graphic designer and a professional
printer. Display both pieces in the salon at all times.
2. Develop customized
Bridal Packages for haircutting, coloring, facials, waxing, manicures
and pedicures. Include a complimentary trial hairstyle with headpiece
and makeup application.
3. Begin hair, skin
and nail services three months before the wedding day and require a
deposit for all reserved appointments. Offer packages for the groom,
attendants, and family.
4. Select one employee
to coordinate all wedding appointments. This person should be an expert
on all aspects of salon services.
5. Partner with
bridal shops and department stores. Meet with store managers to discuss
marketing your salon's services. Ask them to display the salon's customized
brochures and business cards. I recommend offering a discount on hair
services to store employees. This will encourage networking between
the salon and the bridal store.
For more tips on
Bridal Marketing Success, contact Joanne Jordan.
