The wedding business can be a tough nut to crack, but once you do, it is the gift that keeps on giving. A happy bride who gives top-class referrals for hair, nail and beauty treatments is one of the best ways that you can recruit more and more wedding business, but did you know that your salon website is your number one tool for cashing in on wedding belles?
For rural salons, being found is the number one challenge when it comes to attracting new, out of town and wedding custom. Gone are the days when a bride to be or wedding party would do a ring around of local businesses to find reputable hair and bridal make-up providers for their big day. Now, with wedding planning beginning months (even years) in advance and trials an ever-important trust building exercise, brides are beginning their search for salons and hair and make-up stylists in the locality of their wedding venue online.
The average spend on a wedding in Ireland today is €24,427; a whopping sum that is on the rise annually. To get a slice of the pie, you have to be actively marketing your salon and its bridal services. This means dedicating time and space on your website to captivate this audience.
A bridal aesthetic, list of services and marketing tone needs to be specific and separate from your more generalised offering. How about regular blog posts on bridal services, troubleshoot brides’ most pressing issues, such as 'How to Get Great Skin for the Big Day' or 'The Bridal Beauty Countdown'. Capture the audience, and get your bride-to-be on a beauty programme of treatments, months in advance of her big day.
Promote yourself to your bridal market as reliable, trustworthy and completely customer-focused. Include reviews and testimonials from previous bridal clients and (with their permission, of course), use photos from their wedding day to boost the bridal appeal of your salon. And get your potential clients into the salon asap! Offer a complimentary consultation and make sure that the offering is highlighted well on your website and social media pages.
Spread the message across social media. Encourage bridesmaids, cute flower girls, and wedding guests to take selfies and tag your salon and show that your place is approachable. If your team is on site for the big day, make it imperative, with the bride and groom's permission, to get snaps of the venue, set-up and more to keep the wedding vibes strong. When people see this on your social media, your next job is to drive them to your website so they can see the full offering of your wedding services.
Finally, when the wedding business does start coming in, treat your bride with a five-star service. This is an extremely special and important day for her and she's likely to be nervous. Don't wedge her in between two clients who are having noisy conversations, or leave her waiting to be seen. Whisk her off to the most exclusive part of your salon and make sure you have plenty of staff on hand to give her the most luxurious experience your salon can offer. Set the mood with music, a complimentary glass of Prosecco, and offer a goody bag of minis for her honeymoon.
Follow these steps, and you will see the wedding side of your business grow, one happy bride at a time.
If you don’t have a website, or are having difficulties attracting bridal or out of town parties to your salon, it may be time to give us a call and find out how we can get you found and welcoming more and more customers to your business.