In 24 years of the wedding industry, there have been many changes to the ways we market and land new clients. Through about 2000 things seemed relatively the same and marketing for weddings faced a whole new way of doing business. Along came the internet and things began to change. I want to discuss the affects of those changes and how to harness the best methods and strategies to help your business grow.
From 2000-about 2009 while the internet was exploding, most wedding professionals were slow to adopt. Technology is an easy change when it comes to equipment or the gear that you use to perform (for example, watching those who would switch over to digital photography or digital music came quicker than did switching over to technology to market their businesses.
As I would work with wedding professionals, many times (especially with those who were north of 40) it seemed as they had an attitude of “Well, we’ll just wait and see if this whole internet fad latches on”. When I would speak, there would be about a third (yes, 33%) of the room that would admit that they did not have a website. Seems unreal in today’s economy and now knowing where we have traveled.
Because of that, many people learned to change and adapt quickly. Problem is that this change has come to a point to where any new technology change is being sold as a “magic pill”. You can see how that has evolved through the seminars, the courses and the education offered as a solution to bring in more bookings than your business can handle.Let’s face it; marketing for weddings depends on getting an effective message into the right hands.
Some of these magic pill solutions include Facebook, Instagram, automated responses, and more. The key to think of is this: How many people do you know in the industry who have ridden any of these rocket ships to success. Don’t get me wrong, these are all things I recommend, I simply don’t recommend you plan on high results from a singular effort or focus.
I many times will ask my clients how many hours each day they spend in marketing their business. Rarely does the answer come back as north of an hour. When I suggest they need 3 focused hours each and every day to find success, they scoff and turn a little ashen as the blood drains out of their face. Fact is I prefer more.
The constant, steady, beating of the marketing drum will result in more clients to sell. The increase in sales appointments will naturally (at the least hopefully) make your system and you more naturally close more sales. The natural increase in what you do will hopefully then make you better at what you sell (a better DJ, Florist, Cake Maker, etc…)
If you look to the top in the industry, they most often are the ones who mastered their marketing and knew how to get and keep a steady flow of clients coming through the doors.