The summer bridal season is usually the busiest for beauty clinics and hair salons, with wedding packages a vital part of business revenue and an opportunity to gain new clients.
Summer is the highest season to really maximise the bridal beauty packages, but remember too that these days couples get married all year round. This is partly attributable to the fact that popular venues and services are often booked so far ahead for summer that alternative months are chosen. Economics can play a part in it too, because venues often offer more affordable “off season rates.”
Then of course the Pacific islands and Bali are often chosen as destinations for mid-year weddings because of the attraction of the warmer climate and a beach party styled wedding.
So it's important to market your salon’s wedding services all year round, with extra focus on promotions for the summer season.
After all, there're only limited weekends in the summer, and most weddings will be held on a Friday or Saturday, so plan to maximise bookings for the whole year.
Key marketing points:
- Advertise wedding packages all year round.
- Educate customers to use professional services - not DIY!
- Create a bridal brochure outlining your programme, menu and services, and advertising the importance of your personalised bridal preparation schedule.
- Maximise your exposure with brochure mailouts and mail drops, and place brochures in complementing businesses like photographers, florists, venues, car hire etc.
- Do bridal expo shows and events, advertise on your website/Facebook and on bridal websites.
- Have previous bridal photos and testimonials on your website to show what you can do.
- Be creative: offer bridal pamper parties, gift vouchers for bridesmaid presents, prize draws and competitions to win bridal services and products.
- Link all promotions from the advertising to the salon, with in-house visuals and displays and staff participation. If you're enthusiastic and energised about a promotion, your clients will be too.
- Don’t wait for customers to come to you – start each year with a current year planner and schedule promotions for the year ahead. Actively promote your business at all times.
Take a moment to list and do a costing on what you can offer to prepare the bride for the most important day of her life:
- waxing laser or electrolysis hair removal
- weight loss programmes
- specialised skin treatments
- body scrubs and wraps
- brow shaping and lash tints lash extensions and perming
- teeth whitening
- spray tanning
- pedicures and manicures, nails and makeup home care products etc.
The list of services and the combinations you can package together is endless.
Divide the list into time frames and work out a bridal preparation programme. Your brides can start their personalised schedule some months before the wedding starting with their hair, skin and body treatments, and progressing to the big day for her hair, makeup and nails.
By this stage the whole bridal party should be booked in for the big day to have their makeup, nails and hair done professionally.
Education is an excellent form of advertising; ask yourself what would the bride be thinking about when planning her wedding? They'll plan the key things like the church, reception venue, catering, photographer and their wedding dress, but will often leave their hair and beauty needs until the last minute.
Good hair stylists and makeup artists will often be booked well ahead for the busiest wedding weekends.
You know what professional services and products you can recommend for her, but does she?
Most brides probably wouldn’t think about the importance of preparing their hair and skin months before, or that she needs professional hair styling and makeup to get the best performance and photographic results.
It’s such a special day and every bride wants to look her most beautiful, and this can only be achieved with professional services.
Not many brides would attempt to do their own hair, nor should they do their own makeup!
They may never have had a professional photo taken before, so they won’t know the importance of a photographic makeup and professional hair styling for great wedding photos.
Key selling points for a bridal makeup:
- The makeup artist will do a trial and personally plan the makeup to suit the bride's skin tone and enhance her best features.
- The makeup is designed to complement the bride’s dress, flowers and wedding style.
- Professional products only will be applied to ensure a good photographic result and that makeup will perform and last the day.
- Brides must purchase your professional makeup for her touch-ups to ensure the makeup remains “photograph friendly” - a matte setting powder and her chosen lipstick shade are essential to ensure continuity.
- She will be pampered on her special day and look her most beautiful.
We hope these few suggestions will be helpful to you, and good luck for a successful bridal season!
The Wendy Hill Team
Article supplied by Wendy Hill Cosmetics.
Visit them at www.wendyhill.co.nz
Join them on Facebook
Email them at firstname.lastname@example.org
Phone:(09) 418-2998 or 0800 WENDY HILL (Toll Free)