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Do customers begin their search a few months before the busy season?
Learn more about the brides who come into your shop. You need to understand the headspace of the bride, as well as her personality, her timeline, and how a dress fits into her vision. You can learn a lot about a couple from their wedding’s location.
It’s also one of the first items a bride checks off her list.
Lisa Ellen Downs had the fashion expertise, the quaint small-town location and the willingness to go the extra mile to help clients plan for their special events.
What she didn’t have for her Wabash, Indiana, bridal and formalwear salon was the big-city panache to attract clients from outside the immediate area.
Stay on top of the trends and conversations within the digital space or from experts in bridal magazines.
As you can see from the Google Trends data, searches for the term “wedding dresses” have declined over the last five years.It is also important for bridal shops to analyze the interactions between consultants and potential customers. Word-of-mouth is still one of the biggest modes of communication within the bridal industry.Recently, bridal stores capitalized on Alfred Angelo’s bankruptcy. They offered discounts to desperate brides and their bridal parties.FYI, the dress should be finalized 7-8 months before the wedding date.Given the wedding season, that’s why January is the most popular time for brides to search for a dress online.As a result, recently engaged couples start planning as soon as the holidays come to a close.When you fully understand the purchase lifecycle, you can plan effective bridal marketing campaigns for your busy season.Use geolocation filters on Snapchat at those venues to pique interest as couples are considering the event space or as couples are documenting their day.This same idea can also be applied to local bridal expos and other wedding-related places throughout the bride’s journey.For that reason, the Deluxe team set out to elevate her brand to better compete with big city boutiques and attract more out-of-town brides.“My biggest challenge was getting people to understand they can come to Wabash for their special dress,” she explains.