How to Market Your Lash Business - Bridal Shows
Are you thinking of going to one of those huge bridal shows to market your lash biz and gain tons of exposure to a lot of spend-happy brides?
Bridal shows could be a great way to build a foundation for your lash business if you have the means of paying for space and the ability to follow through with all of the contacts you'll get. It's fairly common in our industry that clients try out lashes for the first time for a special event such as a wedding and then get hooked and can never live without them again...like ever! I mean my first experience with eyelash extensions was for my wedding! My mom and my sister too! Sure, you'll run into some challenges working a trade show for hours on end, and maybe get rejected a few times like those sad mall vendors trying to sell you a cell phone, but the success is in the "wow" factor and follow up.
Tip # 1: The Quick Pitch
Brides attend these shows to get as much information from as many different vendors as possible in a small amount of time so it's KEY to have a very quick "30-second pitch" to try to grab their attention long enough to stop in there tracks and want to know more. You then have a very small window of time to paint a picture of their wedding day with them and the draw of lashes for such a special occasion. I think one of the best ways to go about getting a bride’s attention in a sea of bridal vendors is to have an experience where they can see what's possible and achievable on their own eyes, especially if they've never had eyelash extensions before (my favorite type of client!).
Tip # 2: Draw 'Em In and Wow 'Em
I suggest having several models hanging out in your booth who have one eye with eyelash extensions and one eye with just mascara. This suggestion offers a great side by side comparison way to really show the difference of how dramatic a difference lashes vs mascara can be. Have your model's makeup professionally done that morning so that these Brides can see the difference between bridal makeup done with eyelash extensions and bridal makeup done with just mascara. Another step to wow them would be to have someone performing the service of eyelash extensions on someone who’s already a model so they can see what the process is like. Now, you're not going to be doing it on any brides, because your goal is only to draw them in enough to get their contact info to contact them later and schedule their appointment.
Tip # 3: Drawing for A Giveaway
You'll definitely want to have simple forms for brides to fill out their basic information to follow up with them after the show has ended. A great way to entice brides to hand over their phone and email info is to offer them something in exchange. Offering a Free Full Set for anyone who fills out the form completely is a great way to not only get Brides excited about the chance of winning something they want for free, but it gives you a "warm" audience to market your services to. A warm audience is a potential client who has expressed interest in a service you offer. With a little nurturing of that relationship through follow up, that warm audience is much more likely to take action and book a service than a "cold" audience who may not even know you exist. Have a plan to follow up with each and every potential client who gave you their contact info!
Tip #4: Bridal Packages
Offering a 'Bridal Show Only Special Package" for anyone who purchases and books their service at the show can receive special pricing. This would usually consist of a full set and 1-2 touch ups as a package. Discount the combined price of these service by 10-20%. The key to this type of offer is that they must purchase the full package at the show (so be prepared to take payment and have your consent and policies form available for them to sign). I would make sure you have appropriate restrictions in place with this offer including but not limited to no refunds, appointments must be made in advance, cancellation policies apply to special packages, good for 1 Full Set of Classic (or whatever set they've purchased) and 1 (or 2) 1 hour classic touch ups (again edit as needed), non-transferable. Just think through all of the possibilities that may mean the client would want a refund and have these restrictions in small print on your consent form but be sure to briefly go over it with them so you know they've acknowledged the policies you've set in place to ensure this is a win-win scenario for both of you.
Tip #5: Timing of Appointments is CRUCIAL
One point I can't stress enough is to strictly enforce that a new client MUST get her full set 3+ weeks prior to any special event. I recommend that "rule" applies for any special occasion but especially for weddings. I don't care if they've had lashes before, have lashes currently on or are in a pinch and the wedding's 2 days away and they really want them. For the love of all things holy and good in this world, do not apply lashes to any new client who will be in a wedding 2 weeks or less away from the big day! Brides, bridesmaids, mothers, grandmothers, aunts, or anybody else who plans on being in photos or seen in public for the big event. God forbid they have an allergic reaction and it has not been addressed by the time the wedding day arrives. It has the potential to ruin their entire wedding day. I don’t want to be that person and I'm assuming you feel the same way.
LASHPRENEUR LIGHTBULB: Schedule new bridal clients 3 weeks ahead of the big day to do their full set and a touch up the week of. This gives you time to make any design adjustments as needed and if there's going to be any adverse reactions, you've allowed enough tie to address any issues or concerns and have them resolved and feeling fabulous by wedding time.
These are 5 great tips to market your lash business to a target clientele of not so price sensitive clients who may just love your work so much they've turned into loyal, lifelong lash lovers of yours!
Leave a comment below with your thoughts if you've ever attended a bridal show either as a vendor or an attendee!
Have a good one!
Tara Walsh
The Lashpreneur
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