4 ways to market bridal nail services
By Sophie Nutt | 21 February 2020 | Expert Advice, Feature
Brides-to-be have a number of things to juggle in the run up to their big day, so help make it easy for them to find their dream nail look. Follow these four simple steps to market bridal nail services to potential clients…
1. Tailor treatments
“I believe the best way to attract a bride to your salon is to show that treatments can be tailored to suit her needs,” says Vicki Croucher, marketing executive at The Edge Nail & Beauty. “Bridal packages are always a great idea, but again, make it clear that treatments can be changed for another of the same or similar value. This will make it feel personal – and, of course, it may always go dow well if a glass of bubbly is offered to her and her party.”
2. Utilise social media
“I joined a local bridal Facebook group, which included a members list of many brides-to-be,” says Arlene Fraser, of The Nail Room & Training Academy. “I collected a big selection of wedding nail designs that I had previously created and advertised my services with an exclusive 10% discount code for the members to use on my booking system. Before I knew it, my inbox was bursting with requests. The brides loved my work and some even travelled a great distance in order to have their nails done by me.”
3. Cross-promotion
“You could go to your local wedding venues and perhaps treat the manager to one of your services so that they, in turn, can promote your business and hand out your marketing materials and price lists,” says Liz Richards, head of education for Cuccio Europe.
“Set up a referral system with with neighbouring companies such as photographers, printers, bridal shops, florists, jewellers and caterers.” agrees Mandy Cook, sales director at Gerrard International. “Offer their employees and wedding clients free or discounted treatments to gain their loyalty. Many brides don’t know where to start, so you will gain extra brownie points by easing them in the right direction.”
4. Word of mouth
“I find the most effective way to book in ew brides is through referrals from friends and previous brides,” says Tina Bell, head of education for Pure Nails. “Consider offering an incentive for them to pass your number on. I offer a relaxing facial and massage to the bride that refers a bride-to-be as a thank you. You could even offer 50% off their next treatment if you don’t want to give away a freebie. Normally you find if you get the bride booking in you get the whole wedding party so financially, a little incentive is worth it.”
Read all about how to nail bridal services in the February issue of Scratch!
Featured image: Nails by Lisa Graves. Photo courtesy of Jessy Jones Photography, Boston, Lincolnshire.