“The adventure of life is to learn. The purpose of life is to grow. The nature of life is to change. The challenge of life is to overcome.” – William Arthur Ward
Couples from Meghan and Harry to Ellen and Portia have shown us the 50’s ideals are out of vogue and diversity is very much alive and well. And, in the midst of a global pandemic and historical revolution, we as a society have been forced to hit the reset button, sit back and examine our own blindspots. If love comes in a variety of colors, shapes and sizes, we need to embrace and mirror this reality in our marketing efforts. What can we do to learn, grow, change and finally overcome this standard in the wedding and hospitality industries?
White Stone Marketing is excited to have helped facilitate this important and timely webinar discussion. If you feel motivated to change the status quo and boost your bottom line, keep scrolling.. you’ll be delighted to hear that it’s the little steps that can make all the difference!
Special Guest Speakers
As one of the most important classes we’ve hosted on White Stone 101, we knew securing knowledgeable and authentic speakers would be key to delivering an impactful message with actionable takeaways. Thankfully, Liene Stevens, founder and CEO of Think Splendid, and Jacqueline Nwobu, founder and Editor in Chief of Munaluchi Bride Magazine stepped up to the challenge! Liene has been helping bridal, hospitality and luxury brands increase their profitability and has written passionately about the lack of representation in the wedding industry – and Jackie has a wealth of experience leading the #1 multicultural wedding publication catering to couples of all backgrounds and ethnicities.
We felt this discussion was so important, we offered it free to all in the hospitality and wedding industries.
- Diversity extends beyond race alone and encompasses ages, socio-economic classes, genders, cultures, and even location.
- People want to see themselves represented! Innkeepers and event venues that embrace all types of potential guests and represent them in their verbiage and photos will see a positive impact on ROI.
- Being a “compass brand” can give you a competitive edge as today’s couples are strategic about where they spend their money and will do their research to ensure you align with their values and attitudes.
- With the magnifying glass on brands today, it’s important to say something as being silent in and of itself can indirectly send signals to potential customers and negatively impact your ROI.
- … But think before you post! Make sure you don’t make mistakes like documented failures of Snapchat, Vogue, etc., and if you do, own it, remedy it and turn that negative into a positive through being proactive.
- Couples want a consistent, relatable, and positive experience from landing on your site and filling out the RFP form to the first email, follow-up congratulations, or thank-you note. Make sure there isn’t a disconnect in the funnel!
- Businesses that take the time to understand and reflect the cultural and traditional nuances will come across as more genuine than a token styled shoot.
- Incorporate more inclusive language like bride(s) or groom(s), couple, spouse, and partner so it doesn’t dismiss the LGBTQI community.
- Let authenticity, transparency, and integrity be the guiding principles across your marketing efforts and you’ll be able to develop a plan that will actually stick and connect with couples across the board.
A big thank you to Liene and Jackie for standing up, speaking out, and being a part of this truly eye-opening discussion! Ultimately, the key to remaining competitive lies in providing personalized content for diversified audiences in a way that actually represents present-day society.
Contact us to help apply these actions to your own business! By determining the gaps in your marketing (and your own blindspots), you’ll not only start to notice a difference in your bottom line — you’ll also make a positive impact on the wedding and hospitality industry, your community, and quite possibly the world.