Once a bride is interested in your bridal shop, the next step is to help her make a decision. This phase is called the (driving) Consideration stage—where she’s narrowing down her options and deciding which boutique deserves her time (and her heart).
At this stage, brides are actively researching, reading reviews, and looking for reasons to choose your shop over others. Thus, it’s your job to give them the nudge they need by offering special incentives, VIP experiences, and personalized marketing that makes your boutique irresistible as a result.
So in this blog, we’ll explore how you can use strategic offers, tailored appointments, and targeted ads to turn brides’ curiosity into commitment.
What is the Consideration Stage?
The Consideration stage is the bridge between a bride’s initial interest and her decision to book an appointment. At this stage, brides are evaluating their options, hence looking for assurance that your boutique is the right choice.
Your goal is to:
- Reassure her that your shop meets her needs.
- Create urgency with limited-time offers or exclusive events.
- Stand out by personalizing the experience.
Strategies to Drive Consideration
Here are three key strategies to move brides closer to booking an appointment at your shop:
1. Offer Special Promotions to Create Urgency
Special offers can be just the incentive brides need to take action. Consequently, by adding a sense of urgency or exclusivity, you’ll encourage brides to book sooner rather than later.
Examples of Effective Offers:
- Limited-Time Discounts: Brides who find their dress during a set period will receive a special discount on appointments booked this month or a small gift with purchase.
- Exclusive Trunk Shows: Promote designer trunk shows that offer access to new collections for a limited time only.
- “Bring Your Bride Tribe” Packages: Offer champagne or small perks for group appointments in order to make the experience even more memorable.
Pro Tip: Advertise these offers on social media and in emails to ensure brides see them.
2. Elevate the Experience with VIP Appointments
For many brides, the promise of a luxurious and exclusive shopping experience is what sets a boutique apart. Thus, offering VIP appointments can be the perfect way to drive consideration by making her feel special and valued.
What to Include in a VIP Appointment:
- A private fitting room with personalized dress selections.
- A dedicated stylist who understands her preferences.
- Special touches like premium drinks, snacks, and custom music playlists.
Pro Tip: Use targeted social media ads and email campaigns in order to promote your VIP appointment offerings. Also, make sure your messaging emphasizes exclusivity and personalization.
3. Use Targeted Ads to Stay Top of Mind
When brides are considering their options, targeted ads can give your shop the edge by keeping your boutique visible. Retargeting ads are especially effective at this stage, they help you reach brides who have already interacted with your shop online.
Ideas for Targeted Ads:
- Retarget brides who visited your website with ads promoting your VIP appointments or special offers.
- Use carousel ads on Facebook and Instagram to highlight your latest dress collections or customer testimonials.
- Create Google Ads targeting local brides searching for bridal shops in your area.
Pro Tip: Pair your ads with clear calls to action, like “Book Your VIP Appointment Today!” or “Don’t Miss Our Exclusive Trunk Show.”
Why Driving Consideration Matters
To sum up, the Consideration stage is where you have the most opportunity to make a memorable impression. That is to say, brides are actively evaluating their options, and it’s your chance to show them why your boutique is the perfect fit.
When you offer compelling reasons to book, create a luxurious experience, and stay top of mind with targeted ads, you consequently make it easier for brides to choose your shop confidently.
Next in the Series after Driving Consideration: Converting Decisions into Appointments
In essence, the Consideration stage sets the stage for the final step: the Decision stage. In the next part of our series, we’ll share actionable strategies to turn those decisions into appointments and sales. So, stay tuned!
Ready to Help Brides Choose Your Shop?
At Engaged Marketing, we specialize in creating strategies that move brides from interest to action. Whether it’s crafting targeted ads, designing special promotions, or setting up exclusive VIP appointments, we’ll help your shop stand out during the Consideration stage.
Contact us today to ensure your marketing is guiding brides to book with confidence and let’s make your boutique the clear choice for brides!
Need inspo? Checkout K&B Bridals!
