Prom season is upon us, and you’re probably wondering how to market your prom shop to attract more customers. Read on to learn how it’s done.
Got a prom shop and want more customers?
You’re not alone. The prom business is an extremely competitive market.
You could have the best dresses and accessories for sale. Without a good marketing strategy though, no one will be buying from you.
After you’ve worked hard to start your business, when prom season comes around you SHOULD have a major spike in sales. A lot of business owners soon find out that it’s not that easy. You’ve created your and have amazing merchandise, but where do you go from there?
Get ready to form a killer marketing plan to boost those sales. This guide is going to give you the top 12 tips on marketing your prom shop.
1. Register a Business Name
Naming a business is an art, and you may already have something in mind. It may even be a name with sentimental value to you. However, you have to think practically about what the business name conveys to a potential customer.
A good tactic is to put your city name and “prom” somewhere in the store name. This will serve you especially well once your business has an online presence. Your name can do half of the marketing work for you.
After you’ve chosen a name, search both online and print directories. You’re going to want to make sure no other business is already using the name.
2. Find a Location for Your Prom Shop
Now it’s time to figure out where your prom shop will be located. Visit your city’s downtown or a popular shopping mall to scope out potential prom shop locations. The ideal spot will have heavy foot traffic and easy parking.
When targeting teenagers, the mall is a perfect location. Parents shop there as well, so you also want to be visible to them.
If you aren’t in a mall, make sure your spot is close to other retailers. This way you can catch potential customers who are on their way to shop elsewhere.
If you find a spot, check that there’s enough room for both store stock and to display merchandise.
3. Determine Your Pricing
It may surprise you to know, but pricing can be a marketing strategy. Here’s how to do it right.
A markup strategy means you add 5 to 10 percent to cover your costs of operating. This includes employees’ salaries, rent, and insurance.
As sales fluctuate, you may adjust pricing to suit. Use a so that you can plan ahead.
You’ll want to check out what your competitors are charging as well. Measure the market and see how your prices compare.
Lastly, as a customer, you’ve probably taken advantage of what is called “promotional pricing”. This can take the form of coupons, buy one get one free, or a special discount. Customers love to feel as though they are getting a deal.
4. Create a Website
An online presence is a must for your prom shop to succeed. Even a simple site is better than none. Use a professional to design a website for your business so people can search for and find you.
If you want to run an online-only shop, it’s important to get professional help to make your store stand out. You can focus on a niche like plus size and use text to indicate that on your web pages.
When designing, think mobile-first. Stylish young women are your target – and their cell phones are the main way they browse the internet.
5. Search Engine Optimization for Your Site
Search engine optimization or SEO means boosting the ranking of your site in people’s search engine results. It’s extremely important for a prom shop to get this right as the sector is so competitive.
You can use SEO-friendly webpage addresses or URLs as an optimization strategy. For example, put the current year in the URL to make your site easy to find. Discover more on this online boutique’s prom dress page.
Use keywords on your site that reflect what your potential customers will be searching for. An example could be “Prom dresses 2018” or “Prom shop in Des Moines”.
6. Search Engine Advertising
In addition to SEO, you can use programs like Google AdWords to advertise your business online. This is search engine advertising, which means that your ad will show up in search results.
Again, the space is super competitive, and many shops carry the same brands and styles. Make yours stand out by appearing at the top of search results for prom shops in the area.
7. Buy Display Ads
A display ad is a banner ad that you see on a lot of websites. If you have browsed a media publication, you’ve probably seen several already.
Remember that prom products are visual. There’s nothing like seeing that perfect prom dress to make a potential customer want to buy from your store. When you have a local location, shoppers are encouraged to go see the dress and try it in your store.
Online display ads have advantages over a physical location’s ads. Your perfect display might have less impact for something minor like a dirty window, for example.
With display ads, you can showcase your stock in its best light, 24 hours a day, on sites that potential buyers are already reading.
8. Target Customers with Geofencing
Geofencing takes the art of targeting an audience to the next level.
It works by putting ads on a user’s cellphone at a particular geographical location. The ad can be seen both on website and in apps. You can even target a particular high school whose prom is coming up.
Want to really stand out? “Fence” your competitors. If a girl is in a competitor’s store and sees your ad, she could very well leave there and go directly to your store to make a purchase.
9. Hold an Event
“Shoppertainment” is one of the methods experts trust to grow their stores. Here’s your guide to how to do it for your prom shop, whether it’s online or a physical boutique.
You can use special sales to get rid of clothing from past seasons. Alternatively, create an event around a specific piece.
An example could be from Thursday to Sunday hold an “accessories weekend”. Purses and jewelry could be on promo for those days.
Another great event idea is to use anniversaries that mark special dates in the life of your business. Your business’ one year anniversary, for example. Invite customers to these events to shine a spotlight on your brand’s story.
As far as timing, the week before prom is a great sale opportunity. Tax season is also a great time for events. Make in-store events enjoyable with added value like free snacks or makeup demonstrations.
10. Have an Attractive Window Display
There’s a reason why Rodeo Drive is so popular, even with people who can’t afford designer clothes. Their attractive window displays are a form of art. Your prom shop may not be Michael Kors or Prada, but you can still make it the most eye-catching in the neighborhood.
Use a mixture of materials and objects to present your dresses and accessories in a way that tells a story. Highlight the main objects, such as a spectacular gown.
Also, remember to change the display often to reflect the variety of merchandise you carry. A good guideline is every two weeks or once a month.
11. Be Active on Social Media
It’s important for all businesses in the digital age to have profiles on social media websites.
The key to using social media is to continually create genuine and helpful content. Some ideas to kickstart your status updates include hairdo inspiration, beauty tips, or prom makeup tutorials. Keep up a steady stream of prom-themed posts for several months.
Mix it with marketing posts, but remember that no one likes the hard sell.
Your page is also a great place to share special offers. Combine organic content with paid advertising like Facebook ads and you’ve covered all the social media bases.
12. Make Sure You Are Targeting Moms
You may think that your primary customer is the young teenager who will be wearing the prom dress. However, it’s mom who holds the checkbook for both pre and post-prom spending! Teens come to their mother for both advice and funds for their prom shop purchases.
A mother may also have the final say in if a dress is too revealing or not. It’s the same for sons. They ask mothers for advice on matching their date’s corsages and prom wear.
Oftentimes the budget for these purchases is decided on in advance. However, well-planned marketing can put moms in the mood to stretch their budget to ensure a perfect prom for their little angels.
Start a Profitable Prom Shop Today
Now you’ve got tips on how to market your prom shop, get out there and start selling. One bonus tip is to get referrals from other service providers, like makeup artists and limousine rental companies. All of these companies get many prom attendees passing through their doors regularly.
Want more tips? Check out our .
