Bridal season is in full swing, and bridal clientele are an important part of any salon business.
Here are some tips to help you increase your bridal business, courtesy of Marek Hartwig, of MAREK Bridal in Chicago.
1. Keep an up-to-date portfolio online.
Either on your own website or social media, photos of your existing work are important “[to ensure] that every photo evokes emotion to capture the attention of my future clients,” says Hartwig.
2. Vary your marketing strategy depending on the season.
In the off-season, Hartwig finds targeted ads online and in bridal publications work best, while it’s much more useful to post recent photos and testimonials during the bridal season.
3. Have a complete bridal team – hair, makeup, and esthetics.
“With a competent team in place, the bride’s worries are at ease,” says Hartwig. “If she has a question or concern, she just needs to reach out to one contact as opposed to three or four.”
4. Attend events that your target market is attending
This doesn’t necessarily mean attending only bridal events. For example, social and charity events, fashion shows at high-end boutiques, and smaller, more intimate industry events like bridal nights.
“In my experience, bridal events are oversaturated with industry individuals trying to sell a product,” says Hartwig. “I am selling an experience. Personally, I do not find bridal shows to be an asset to my business.”
Photography & Conception: Ron Chaille; Hair & Wardrobe Styling: Marek Hartwig