The year 2020 has been a tough year for the wedding industry and the world, so let’s bring some Christmas festive fun to our promotions!
Bridal Times caught up with well-known UK bridal sales expert and owner of “The Pantiles Bride”, Maria Musgrove-Wethey, to tell us about some effective Christmas and New Year promotions to help boost business and make the best out of this year’s “Covid Christmas” and not “Covid Chaos”.
The Advent Calendar and Contests
In the UK we have a favourite Christmas song which is “The 12 Days of Christmas” to generate sales, but the Advent Calendar is also a great and popular way to generate sales – you could offer a different discount or deal on any specific day. For example, Day One: buy a gown and get a free accessory, Day Two: get 15% off gowns bought on this day, etc.
This can also be done throughout the month of January by mixing up the offers. Some days could be an amazing deal designed to get brides booking appointments whilst others could be on a smaller scale and more cost-effective, such as a free box of chocolates with every booking or purchase.
Seasonal Sample Sale
January is known as sale time and there’s no reason why you can’t jump on that bandwagon too. It’s also a great time to get rid of sample stock that is taking up space in your store, ready for a fresh buying session.
You can host a dedicated sample sale weekend, or promote a ‘sale rail’ over a set period of time. Promote it with pretty imagery on social media and you’ll have brides flocking to you.
Suggest a price cap for your dresses. “Nothing over £700” for example, will give customers a good idea of your sale price range. If you can do every wedding dress at the same price, that might also garner interest. If you don’t want to commit to a visible price point, suggest a percentage: “Up to 50% all sample gowns!”
Team Up with Local Businesses
There’s nothing like a bit of cross-promotion to help you reach more businesses. Teaming up with other wedding businesses is one of my business resolutions for the New Year!
It’s about “Covid Collaboration”. Wherever possible on these promotional ideas I would partner with other wedding suppliers such as make up artists, hairdressers, florists, caterers, photographers and videographers to have joint offers with them. Then #hashtag on social media to get to a wider audience.
Chat to other businesses in your area and see what deals you can put together – perhaps if someone buys a gown from you in the New Year, they’ll get a cake discount or a free engagement shoot from a local photographer. If you are both promoting the deals, you’ll reach an even wider audience of brides!
Create a Sense of Urgency
There’s nothing like a sense of urgency to make people feel like they want to take advantage of a deal. You could offer a discount or a free gift to the first bride to book an appointment or make a purchase with you in the new year.
The end of the year and the start of a new one is the perfect time to refresh and revamp your business, and what better way to draw in all those newly engaged brides than with a seasonal promotion?
Use Your Décor
This is perfect for Christmas – why not decorate your tree with clear Christmas balls, each of which have an offer inside. It could be a free bottle of Prosecco, 10% off or even a free bridesmaid dress if you purchase that day. Invite each bride who comes in to pick a Christmas ball with an offer inside.
For the rest of the year, a pretty dish full of coloured paper with offers printed on them could work. When you need to, invite the customer to select a piece of paper and discover an offer.
Things to Consider
-Make sure you add terms and conditions to your offers to protect you and your business. You don’t want to get caught out.
-Display your offers in a pretty way. Websites such as canva.com help you to easily create attractive social media posts designed to catch users’ eyes.
-Don’t break any rules. Also, if you’re using social media to promote your special offers, double check that the rules are consistent with your offer.
We would like to thank Maria Musgrove-Wethey for her creative and insightful ideas.
“Get Savvy” Training Courses
Maria will also be launching an online bridal sales training course “Get Savvy” this December.
“Get Savvy” offers training and coaching with an international membership group in the English language.