September 2012

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi

 

Blushing Brides Make Business Boom

Create a beautiful blushing bride and you have her as a client for life.

Create several beautiful blushing brides and you have a boom in business. So, let the wedding bells ring.

One of the most important days of a woman's life should not involve last minute worries of her hair and makeup looking just right.

The Business of Brides: Go on and Get Crafty — A bride is a client- she's a very special client. Why not make it your and/or your staff's goal to do beautiful wedding hair design? And, if you already have -- take your creativity up a notch.

Create bridal hair that cannot be duplicated anywhere else, because people will take notice -- the bride, bridesmaids, wedding party members, and attendees. A wedding is literally a marketing platform for referral business -- a premiere showcase of your work.

There is big money to be made while making sure the bride-to-be feels beautiful on her special day. It's an art to truly be able to craft an updo or dressy hairstyle that fits each bride as well as each member of her bridal party.

Assess your salon staff as to who has good crafting skills for these most important services. After you determine who is good at it, immediately begin promoting your/ your team's bridal styling expertise to your existing client base, and urge other staff members who need to hone their skills to take a class to get educated about how to do bridal styles.

Bridezilla Marketing: Start Spreading the Word — A key strategy to making your bridal business boom is to build strong bonds with local concierges or managers at hotels in your area. In every town, women travel to attend and/or be in weddings, and all of them need to get their hair done.

The best and simplest way to attract a constant flow of new bridal business is to offer a local concierge or hotel manager an initial complimentary hair service. This will help foster a new relationship and allows him/her to experience your salon. Each concierge/ hotel manager is a live mouthpiece, so if you can win him/her over with your professionalism and talent, he/she will begin to spread the word about you.

Every bridal party that stays in the hotel and/or who meets the concierge/hotel manager will need local hairstyling services. If the concierge/hotel manager already likes you and your salon, you will indeed notice bridal and wedding referrals from the hotel.

Picture Perfect Consultation: Take Your Patience on a Trial Run — When any new bridal client comes to visit you at your salon, always provide an amazingly personalized consultation. Truly listen to each bride and make sure you go out of your way to please her. Try to do what she wants, within realistic parameters -- what is possible within the limitations of her hair -- while also working trend into the hairstyle.

My personal belief is the most important thing to practice while styling a bride is patience. Realize it will take at least one "test drive" or trial run, or perhaps even a few trial runs, to work through and perfect her wedding day hairstyle. Build these trial runs into the service pricing structure upfront so there are no surprises.

You also may need to incorporate hair pieces into the style, and the expected costs of these items must be discussed upfront as well. You may even want to create your own portfolio or studio portfolio of wedding day hairstyles and updos- as seen on both your bridal clients and bridal party member clients. A picture is worth a thousand words.

Making Up the Difference: In a Pretty Package — Great ways to build your bridal business and supplement your bottom line are to offer and promote bridal packages and make-up services. Almost every savvy woman who desires a hair service still wants a deal.

People are forever getting married, yet most of them are budgeting, as the wedding in and of itself is a huge expense. Also, if you don't already… consider make-up services for the bride and her wedding party. All of these women not only need their hair done, they need their makeup done.

Come up with some profit-oriented packages that involve hair and makeup for the bride and her entire party and do some advertising or post social media info about them. If you don't typically have a makeup artist on staff, get one for these appointments. Even if you don't profit immensely from the makeup service itself, it will draw more brides to your salon or studio as you will be presented as a one-stop bridal shop.

Color Her Day: Wedding Hair that Says "I Do!" — No matter how great the consultation, how amazing the updo, how perfect the make-up, or how terrific the special offer package, it's all-for-nothing if the quality and color of hair is dull and lifeless and not ready to take the plunge.

Beautiful bridal hair starts with beautiful, conditioned, quality hair color that's filled with integrity and commitment, much like the groom-to-be. During the initial consultation/ trial run, be 100 percent sure to assess the quality of your bridal client's hair. Is it rich? Is it shiny? Does it need depth? Is it even the right color? Does it need to be nourished and whipped into condition before her big day?

Beautiful crafting starts with a beautiful canvas. Let's never create a piece of art from lacking materials. Even one coloring service and a few weeks or getting the hair into shape can make the difference between saying "I do" or "I don't." We want the look of her hair to be ringing with cheer for her big day and for lasting photographic memories.

Get Your Client to 'Marry' Your Salon: Propose a Future — Most importantly, keep in mind this very important long-term goal -- to develop a special relationship with the bride so that she remains loyal to you and your salon. Every time she looks at her pictures from her special day, it will invoke emotion, and she will remember you and her hair service along the way. The bride, her bridal party members, and the wedding guests will all be happy to return to your location over and over again.

Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit www.marcopelusi.com.

 

 

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