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Awards & Contests

STAMP 2018: Capture More Bridal Business by Creating a "Bridal to Go" Program

by Stacey Soble | September 19, 2018
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Marketing is a salon’s way of telling its story in order to attract new clients and encourage existing ones to try different services from the menu. The ways salons leverage marketing to tell those stories is expanding every year, as owners sample newer vehicles like community videos, influencer programs and social media, along with more traditional methods.

Here is the winner of the best Multilocation Campaign in SALON TODAY's STAMP competition.

Zano Salons
Naperville, Illinois
Owners: Denise, Nick and Sam Provenzano
With four locations, Zano Salons has a large guest base, but Nick Provenzano didn’t feel the salon was capturing as much bridal business as it should. Last year, he began monitoring the bridal inquiries and learned that 95% of brides were looking for the salon to travel to them.

After months of research, Zano launched Bridal to Go. One staffer handles all bridal bookings, coordinating staff and upselling services before and after the wedding day.

“We realized in our old model, staff were taking bridemaid’s appointments at 8 a.m., and sometimes that would be eight techs at a time because each guest wanted to be in the salon the least amount possible,” Nick Provenzano says. “Often, stylists who were not experts in formal styling would have to do updos. Now, we can send two to three stylists to the wedding location, and it’s a lot more relaxed and easier to adapt if someone is running late.”

The salon charges a travel fee and auto gratuity, all of which goes to the staff members.“Because a lot of senior staff , who typically are off on Saturday, want to do this, it’s in essence additional revenue because we aren’t pulling staff from our Saturday business,” Provenzano says.

After launching in April 2017, Bridal to Go generated $20,000 in sales, and this year it will far exceed $40,000.

Will this client post a five-star review for her balayage service? The answer matters for many...

Are You Raking In 5-Star Reviews? If Not, Here’s How.

by Staff

You drive by that new restaurant in town and wonder if you should give it a try. Your first step? Grabbing your phone and checking the place’s online reviews. If they’re good, you go ahead and make a reservation. If not, you probably pass. And guess what? This is exactly how prospective clients are assessing your salon.

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2019 Salons of the Year: Totalee on the Alley

Awards & Contests

2019 Salons of the Year: Totalee on the Alley

by Stacey Soble

Step into the 1920s with this speakeasy-inspired salon. As clients arrive at Totalee on the Alley, a valet greets them and directs them to a semi-hidden steel door. What's on the other side, a luxurious and exclusive vibe, has earned Totalee a Salons of Distinction honor in the 2019 Salons of the Year.

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In our video section, watch salon professionals in action, listen to the advice of salon business experts, and tour inside the world’s top salons.

2019 Salons of the Year: Salon Ludic

Awards & Contests

2019 Salons of the Year: Salon Ludic

by Stacey Soble

The gray-marbled, high-shine concrete flooring that are balanced with the masculine touch of black took boxes give Salon Ludic an eclectic feel. A high-top table where clients can relax and recharge their phones serves as a centerpiece in the salon, which has earned a Salons of Distinction honor in the 2019 Salons of the Year.

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