I was chatting with a friend this morning and he asked me a fundamental, yet deep question: If I (Rick) were to get back into working with Brides, what marketing method would I use. I told him in this order: Get my Website on Page one of Google, Networking with other wedding professionals, Bridal shows, Postcards (Brides do not receive postcards, but they receive a ton of bad emails which turn them off).
My friend tried to get me to pick only one which I replied, “Can’t do it and be effective- A Bride may see an ad in a local wedding magazine, then decide to go to the next step when she sees my website, or vice versa”. This concept of having a bride see you at one place then it knocks them into the appointment chair just doesn’t work as much as you would want it too. I call this a “Knock out punch”- Marketing that pushes the Bride into the action that you want them to do on the first view.
What typically happens in Wedding world is that the Bride see’s you in a few different places and it starts to build on her subconscious (it is my firm conviction that a bride has a short attention span because of the overwhelming nature of planning a wedding, i.e. Getting pulled in fifteen directions by the white noise advertising, her Mom, her friends, etc…). Note: You also may want to re-visit an earlier article I wrote about Branding in the Wedding World on my blog.
I further recommend that you spend 3 hours per day Marketing your business. This comes from the fact that until your prospective customers hear about you, they cannot even consider doing business with you. By trying for the “Knock Out” punch, you hope that in the moment of time that Bride comes across your Marketing, she is in the proper mindset and/or is currently looking for what you do/sell which is a hard combination to attain.
Let me also address another similar topic. There is a phrase in marketing called “Top of Mind Awareness”. This phrase refers to keeping your prospect on the “top of their mind”. While this is a warm and fuzzy thought (that Brides are actually out there thinking about us) Brides are just (again) too overwhelmed to be thinking about us more than she is thinking about having a wedding of her dreams (or at the very least avoiding a wedding meltdown). It is not that you don’t want to be on the top of her mind- I think you are shooting at a bad target if that is what you are hoping for.
When you place an ad in a magazine, you participate in a Bridal Show or Networking group, you put your website up or you send out a bunch of postcards and those singular acts are all you do, many times, it doesn’t work to the degree that you expect it to.
Here is the final scoop: Keep your marketing out there consistently in different mediums. I recommend that you pick at least 4 and keep them going. When you are consistently working your marketing, your marketing starts to work for you. That said, there are correct and incorrect actions that you should be taking with your marketing. If you follow the best practices in marketing to brides, your results will show.
Until Next Week, Here’s to your success!
Postscript: If you are considering taking your Wedding Business to the next level, connect with me to chat about my complete one on one coaching program to see if we may be a match firstname.lastname@example.org