Marketing Tip for Wedding Professionals
To kick off this blog, a tip for wedding professionals about marketing: whatever your budget, do as much marketing as you can, reaching as many brides as possible, and, ideally, reaching them multiple times.
Why? Unlike most other industries, you have a very limited opportunity to reach your customer. She's only going to book one DJ, florist, reception site, etc for her wedding -- once she does, she's exited the customer pool forever (well, for all intents and purposes, anyway). So you need to be sure she knows about you during the brief period she's in wedding planning mode.
What's more, she's being barraged with information from multiple sources. So, you need to reach the same bride multiple times to get her attention. (Advertising industry rule of thumb is that it takes 7-10 impressions for a message to "stick" with a viewer/reader. I'd estimate it's more like 10-15 for a bride, because they're reading magazines, attenting bridal shows, and viewing web sites in a very compressed time frame. They're seeing so much advertising, it will take more views for any one ad to stand out.)
If you're budget-constrained, stick with options that get you the most bang for your buck. Look for locally targeted publications and bridal shows. (Be sure to evaluate the distribution of any publication you consider, as well as the marketing plan of any bridal show, so you have a good sense of who they're reaching.) Try to buy yourself repeat exposure to the core group of brides most important to your business.
Why? Unlike most other industries, you have a very limited opportunity to reach your customer. She's only going to book one DJ, florist, reception site, etc for her wedding -- once she does, she's exited the customer pool forever (well, for all intents and purposes, anyway). So you need to be sure she knows about you during the brief period she's in wedding planning mode.
What's more, she's being barraged with information from multiple sources. So, you need to reach the same bride multiple times to get her attention. (Advertising industry rule of thumb is that it takes 7-10 impressions for a message to "stick" with a viewer/reader. I'd estimate it's more like 10-15 for a bride, because they're reading magazines, attenting bridal shows, and viewing web sites in a very compressed time frame. They're seeing so much advertising, it will take more views for any one ad to stand out.)
If you're budget-constrained, stick with options that get you the most bang for your buck. Look for locally targeted publications and bridal shows. (Be sure to evaluate the distribution of any publication you consider, as well as the marketing plan of any bridal show, so you have a good sense of who they're reaching.) Try to buy yourself repeat exposure to the core group of brides most important to your business.
posted by Laurie at 5:22 PM
1 Comments:
Great website! I have enjoyed all the posts, they have been very helpful. I am a consultant in Jacksonville Florida! Thanks :)
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