“Interesting” and “challenging” are two words that best describe this past year in the wedding industry. While it used to be thought that the wedding business is “recession-proof,” many in the industry saw first-hand that was not the case. Within the current economic climate, brides, grooms and their families are being more careful with what they’re spending on the wedding, looking for special offers and incentives from various wedding vendors, or even postponing their wedding plans for a future date. Despite the fact that the recession has made it more difficult for business growth over the last year, I believe that there are ALWAYS opportunities to promote your wedding business since the marketplace is continually changing.
Here are some tips that may help your wedding business compete and grow:
1. Create A “Strategic” Web Site – THE most important “tool” to provide information about your business for a potential client, which will produce an inquiry through an online form and start a relationshi
2. Advertising on Wedding-Related Web Sites/Directories – a good source of wedding leads if provided.
3. Email Marketing (via Constant Contact, etc.) – You create a “campaign” and send it to your database of contacts/potential clients. You can send special offers or discounts at various intervals, invite them to an even
4. Direct Mail/Postcards – For a small cost (.44 first class stamp, .28 for a 4x6 postcard), you can reach hundreds or thousands of potential clients with a special “call to action” offe
5. Facebook/Social Networking Sites – The ESSENTIAL tool for connecting with people in your “network
6. Write Articles/Be An Expert/BLOG – Now, more than ever before, there is an opportunity to share the knowledge that you’ve gained in your business by writing about what you know for BLOGs.
7. Networking, Networking, Networking! – The most important form of advertising has always been “word of mouth,” so get and stay involved in associations and industry groups to meet others in your field. These important “working relationships” may lead to potential clients.
8. Bridal Shows & Expos – In addition to exhibiting at specific bridal shows that cater to your clientele, an idea is to ask the promoter if they would consider having a “panel of experts” to discuss various wedding planning topics or have a question and answer period. As an industry expert, you could give brides advice they see
9. Print Advertising Is Important! – While it’s sometimes expensive to advertise in many magazines and newspapers that reach your market, it’s also important to maintain a presence in the wedding community, so purchase a smaller ad or participate in an industry “co-op” ad.
10. “Farm” Current & Past Customer Lists – Your customers (past and present) already had the experience of buying something from you, and it’s always easier to work with someone who’s familiar with your company then selling to someone new.