Table of contents
For Franco and Wendy Salerno, highlighting what matters most comes easy. As owners of Darianna Bridal & Tuxedo in Warrington, PA — a shop they named after their two daughters, Daria and Deanna — this husband and wife duo are creating a business inspired by family. Helping brides, grooms, and prom goers navigate their special days with care and ease comes first at Darianna Bridal & Tuxedo, and it’s how they’ve managed to build and sustain an eleven-year business.
Emphasizing the customer
When it comes to marketing and outreach, the duo is intentional about approaching it through a customer-focused lens. “We were actually reluctant to do email campaigns because I personally thought they were kind of intrusive,” admitted Mr. Salerno. But when he and his wife thought of a way to do it that placed the emphasis on the customer and less on a sale, they had a change of heart and turned to Square Marketing. “Every Monday or Tuesday, we send an email to every bride that’s been to the store for a bridal appointment — whether they bought it or not — thanking them for coming,” he shared.
He was quick to note that the email isn’t a follow-up on the potential sale, but instead part of the experience itself. They ask how they could’ve done better and leave a number of ways for shoppers to share feedback. And according to them, this method has been key to their success. “The open rate [on that email] is like 80 to 100%,” says Mr. Salerno.
Alongside its initial feedback email, Darianna Bridal & Tuxedo, which has been using Square Marketing for over five years, also sends an email every other Friday to new shoppers listing out the top five reasons a bride should also encourage their groom to rent a tuxedo from them. By emphasizing how they can add value to the upcoming wedding experience, the business is yet again highlighting the customer and their needs. Efforts like this have ultimately led to Darianna Bridal boasting an average open rate of over 50%.
Using content to connect
Darianna Bridal also leans into content marketing to reach its core audience, posting between seven and 10 pieces of content to its blog a month. In fact, when it comes to their top two most successful marketing tactics, the duo cites the blog as being number one, with email marketing falling close behind. With topics ranging from showcasing the wedding dress of the week to listing out the top beaches to get married, the Salerno duo leans into their expertise and makes it synonymous with their brand. “We write it and push it everywhere,” Mr. Salerno said.
Placing the content on their website, monthly newsletter, Google Business Profile, and their local chamber of commerce website, Darianna Bridal creates a number of entry points to the brand that emphasize their expertise over a sale. This makes it easier for them to connect with customers and establish trust because they’re able to prove their knowledge of the industry. The content also allows the brand to be useful beyond its wedding apparel. If a customer is looking into the dress of the week and then is led to a post about wedding dress preservation tips, they get to read about multiple aspects of the wedding journey, encouraging loyalty that extends beyond checkout.
In order to find success, Mrs. Salerno makes it clear that content marketing requires two things: consistency and authenticity. “Don’t have someone else write it for you. You need to write about your business because you know your product best,” she says. “It’s very evident to me when I read somebody’s blog if it’s [written by] someone in the business or not.”
Looking toward the future
As marketing and consumer preferences continue to shift, the Salerno duo isn’t getting caught up in the swirl. When asked how they ensure they stay true to their brand amidst the noise, Mrs. Salerno notes that, “we just try to stay consistent.” Instead of rushing to pivot to each new platform that comes up, they focus on what works best for them and their customers and reassess as needed.
“I look at the analytics to see, you know, what type of traction we’re getting. To me that usually answers the question of what’s working,” says Mr. Salerno. “How much engagement are we getting, how much traction? To me that kind of helps us know where to go.”
