This year the wedding industry will cash in on $76 billion in total revenue with numbers expected to climb, making it one of the biggest revenue industries out there. As the list goes on and on with wedding venues, caterers, musicians, photographers, florists, and more, how can businesses stand out in a highly competitive market?
Keep reading to discover our top 3 marketing recommendations for making a splash in the wedding industry, including how to stick to your core values, drive business and keep up with new age of wedding business marketing.
1. Align Yourself with a Niche
Far too often we see wedding vendors trying to force their business into too many areas of product and service to engage a broader market. However, they fail to see that chasing too many opportunities and trying to appeal to every audience in the industry pushes the focus away from their expertise and can actually hurt their bottom line. Why? Because consumers appreciate authenticity and expertise. For example, if you own a wedding dress boutique that prides its reputation on customized gowns from local designers, but you’re touting around bigger brand names, this can confuse your target customer and also come off as artificial. Thus, taking away from the true purpose and foundation of your brand.
The truth is, most couples know exactly what they want for their big day and need your expertise to bring their fairytale to life. They know what they want and are willing to pay more for it. Sticking to the core competencies of your brand and marketing the authenticity of what you can offer to couples builds trust and can elevate your company as the go-to brand in your niche.
2. Perfect Personalization and Guest Experience
We know the couples you work with every day are very different, from their style and taste to music and décor, which is why personalizing your marketing efforts is critical.
Just like their unique taste in product and services, couples crave brand marketing that is tailored to them. It’s not just about appealing to the year’s trends anymore, it’s also about incorporating a personalized take on your services and how you can better fit the needs of your future customers. Yes, you can handcraft the perfect bouquet, you can take gorgeous wedding pictures, you can set the perfect stage for I do’s, but does your marketing reflect that?
Another key factor to acknowledge is the guest experience. As we live in a digital world, creating those humanizing aspects of your business is becoming more and more prominent to consumers. Couples want the ability to pick and choose exactly what they want, with the added bonus of your expertise. It’s important to remember you are not just selling a product, you are selling your persona and what makes your business stand out among the crowd. Having a gorgeous website with embedded search engine optimization services, educational blog content, real reviews and relevant Q&A’s is a good place to start.
3. You Catch More Customers with Authenticity
When thinking about today’s wedding market, most prevalent Millennials and Generation Z, you have to remember they have been exposed to advertisements and marketing efforts their whole life. From tv commercials to pop-up ads and promotional videos they see scrolling through social media, they know blanket marketing tactics and are not buying it. So, what does this mean for your business? That it’s time to focus more on what makes your brand marketing unique.
Start by answering simple questions like these:
- What is your business and its purpose?
- What are your business goals?
- Do you have a niche?
- Who is your primary customer?
- What makes you different from your competitors?
- How can you personalize your services?
- Are you emphasizing guest experience?
- Does your brand messaging accurately reflect who you are?
Once you answer these questions you can shift your focus to better understanding where to reach your target audience and lastly how to effectively market to them.
At the end of the day, every couple who walks through your doors is choosing your services over someone else because they like what you have to offer. Whether it is a seasonal promotion, your awesome design skills, your creativity, etc. they are choosing the uniqueness of your brand and how you market it. After all, your business wouldn’t be what it is without you leading the charge.
If you’re feeling overwhelmed that’s okay, you’re not alone!
Luckily, we’re here to help you tie the knot between your awesome wedding business and the marketing it takes to make your business shine.