Wednesday, December 21, 2011
Tuesday, November 1, 2011
GET MORE BRIDES
How to pick Wedding Advertising
In each city I speak to, I almost always get the question, “Where should I spend my Money for my wedding advertising”. This question is a hard question to answer as there are so many dynamics that go into bridal advertising. If you look at a bad ad in a great place, it will have the same or similar effect as a great ad in a bad place. It becomes your (you the business owner) responsibility of insuring that you can do your part so when you put an ad in a magazine, a booth in a bridal show, you join an association that the medium becomes a mechanism that is successful for your business. Marketing to Brides can be a tough propostion.
Here are three things I want you to do to insure you get the best results and that you have done your job in showing up with the best possible message that will get the Bride to Act.
1. Due Diligence. When selecting a medium, you first need to do your due diligence. I advise my clients that they call people who have participated in using that medium for the longest (they have a good view and will tell you the ups and downs. Further, any references that are given by the medium themselves should be great and say nice things about them (would you ever give out a bad referrer? They are smart and will only give you the good stuff just like you will). Make at least 10 calls- 5 to those you may know and 5 to complete strangers (introduce yourself and ask if now is a good time- the strangers may be a little prickly with you, especially if they have close friends who do what you do. They may be protective of that friend.
2. Understand taking the Bride to the next step. You need to do more than design an ad that tells all about who you are and what you provide. You need to take her by the hand and take her step by step by step. If you put something out there that is simply stating who you are without helping her to understand what to do next, you are throwing your money away. You further need to put out a special offer/Call to Action that makes sense for this medium (that call to Action needs to be something that pushes them to the next stage of the buying process)
3. Have a goal that is agreed upon in the beginning. When you go forward wrapped in ambiguity, you never know what to measure and how to measure it. To set this goal, you need to go off of some figures which will be provided by those who are selling the medium you are interested in. You need to know the “how many’s” the reach and the depth of what they are doing. For a Bridal show, how many typically show to this show (if they do several during the year, you need to measure for the show they have at this time of year, not another time of year) for a magazine, it is how many copies are distributed in the hands of Brides (not how many are printed) for a website, it is how many visitors, and what is their penetration to the category you will be listed in. Mind you none of these mediums can force Brides to go to your ad/booth/webpage and make them take the next step. Their job is to get the brides to the medium, yours is to stand out. Once you understand the necessary information, you need to write (not just think) about what your goal is. In setting your goal, you also need to realize that the more places that you are out there, the more diluted each medium will get with direct results. If you are in a magazine that publishes 10,000 copies per print run, it is not reasonable to think that they and they alone will bring you 100 customers. You may be able to do that, but simply said, there is competition there also, there are the dynamics of when and where it picked up in the bridal buying cycle. I recommend that you create a form that asks where they heard about you and list all of the sources you advertise in, not asking which specific one got you there- the special offer you put out there will do that for you.
Take a studious approach to your marketing and you will do better each and every time.
Until Next Week, Here’s to your Success!
In each city I speak to, I almost always get the question, “Where should I spend my Money for my wedding advertising”. This question is a hard question to answer as there are so many dynamics that go into bridal advertising. If you look at a bad ad in a great place, it will have the same or similar effect as a great ad in a bad place. It becomes your (you the business owner) responsibility of insuring that you can do your part so when you put an ad in a magazine, a booth in a bridal show, you join an association that the medium becomes a mechanism that is successful for your business. Marketing to Brides can be a tough propostion.
Here are three things I want you to do to insure you get the best results and that you have done your job in showing up with the best possible message that will get the Bride to Act.
1. Due Diligence. When selecting a medium, you first need to do your due diligence. I advise my clients that they call people who have participated in using that medium for the longest (they have a good view and will tell you the ups and downs. Further, any references that are given by the medium themselves should be great and say nice things about them (would you ever give out a bad referrer? They are smart and will only give you the good stuff just like you will). Make at least 10 calls- 5 to those you may know and 5 to complete strangers (introduce yourself and ask if now is a good time- the strangers may be a little prickly with you, especially if they have close friends who do what you do. They may be protective of that friend.
2. Understand taking the Bride to the next step. You need to do more than design an ad that tells all about who you are and what you provide. You need to take her by the hand and take her step by step by step. If you put something out there that is simply stating who you are without helping her to understand what to do next, you are throwing your money away. You further need to put out a special offer/Call to Action that makes sense for this medium (that call to Action needs to be something that pushes them to the next stage of the buying process)
3. Have a goal that is agreed upon in the beginning. When you go forward wrapped in ambiguity, you never know what to measure and how to measure it. To set this goal, you need to go off of some figures which will be provided by those who are selling the medium you are interested in. You need to know the “how many’s” the reach and the depth of what they are doing. For a Bridal show, how many typically show to this show (if they do several during the year, you need to measure for the show they have at this time of year, not another time of year) for a magazine, it is how many copies are distributed in the hands of Brides (not how many are printed) for a website, it is how many visitors, and what is their penetration to the category you will be listed in. Mind you none of these mediums can force Brides to go to your ad/booth/webpage and make them take the next step. Their job is to get the brides to the medium, yours is to stand out. Once you understand the necessary information, you need to write (not just think) about what your goal is. In setting your goal, you also need to realize that the more places that you are out there, the more diluted each medium will get with direct results. If you are in a magazine that publishes 10,000 copies per print run, it is not reasonable to think that they and they alone will bring you 100 customers. You may be able to do that, but simply said, there is competition there also, there are the dynamics of when and where it picked up in the bridal buying cycle. I recommend that you create a form that asks where they heard about you and list all of the sources you advertise in, not asking which specific one got you there- the special offer you put out there will do that for you.
Take a studious approach to your marketing and you will do better each and every time.
Until Next Week, Here’s to your Success!
Sunday, July 10, 2011
Virginia Bridal Showcase
August 14th, 2011
Sunday - 12PM to 4PM
Crowne Plaza Hampton Marina Hotel
700 Settlers Landing Road
Hampton, VA 23669
Win Door Prizes and Grand Prize Giveaways!
Register to WIN!
Grand Prize Giveaways! & Many Door Prizes!All Registered Brides will have the opportunity to Win one of 10Grand Bahamas & Resort Vacation – You'll Enjoy your choice of either a 6
Days/5 Nights or 8 Days/7 Night Bahamas Cruise & Stay Vacation!
Grand Prize Giveaways! & Many Door Prizes!All Registered Brides will have the opportunity to Win one of 10Grand Bahamas & Resort Vacation – You'll Enjoy your choice of either a 6
Days/5 Nights or 8 Days/7 Night Bahamas Cruise & Stay Vacation!
ALL YOU CAN EAT - Meals and Activities included on board during
cruise, also you can go enjoy Explore the Bahamas, like
Snorkeling -Para-sailing - Scuba Diving - Golfing, Tennis, and Deep Sea
Fishing. Grand Bahamas Cruise accommodations
for two adult.(Ten (10) Chances to win at each show!)And Many other great prizes to win!
Valued at over $35,000.00!
for two adult.(Ten (10) Chances to win at each show!)And Many other great prizes to win!
Valued at over $35,000.00!
Wedding Professionals how can you be part this shows!
Wedding Tips
Wedding Registry Do’s and Don’ts
Don’t touch that scanner gun until you’ve read this etiquette-approved plan.
Don’t: Register at just one location.Two to three is ideal. If possible, at least one of them should have a brick and mortar store in the areas where many of your guests live―just because you dig the convenience of the web doesn’t mean that Nana feels the same.
Do: Register for a wide range of gifts at various price points.People prefer choosing from a large selection: If you have, say, 100 invited guests, you’ll need a minimum of 125 registry items. Registering at one kitchen store, one home goods store, and one department store should cover all the bases. “About a third of your items should be under $50, a third from $50-$150, and the rest $150 and up. As for the high end? Know your audience: “For one couple, having gifts that max out at $200 would be too much―for another, it’s $1,000-plus, If you’re questioning whether it’s appropriate, others probably will, too.”
Don’t: Reference your registry info on any stationery, such as your save the date or invitation.You can, however, include the URL for your wedding website―which should contain the details of where you’re registered―on those printed materials. “It’s perfectly acceptable to tell someone where you’re registered if they ask what kind of gift you’d like, but mentioning gifts in any way on your invitations is in very poor taste.
Do: Request nontraditional items if they reflect you as a couple.“I have friends who registered at REI―their list included a tent and a canoe, which was perfectly acceptable because they’re outdoor enthusiasts. Wine registries for budding oenophiles and honeymoon registries―where guests can, say, pay for your breakfast in bed while you’re in Fiji―are becoming increasingly popular.
Don’t: Eliminate all time-honored items.There are limits: Feelings are still very mixed on items such as gadgets and electronics, which don’t fit the old-fashioned criteria as nest-building necessities. It’s tough to justify something that will be outdated in two years. (Note: Any personal items, such as beauty products or clothing, are strictly off-limits.) To avoid ruffling any feathers, throw in at least a handful of traditional items to appease the old-school types who simply won’t be satisfied attending unless it’s with a blender in hand.
Do: Wait to use the presents that arrive before the wedding.“Heaven forbid, should the event not take place for whatever reason, the rule of thumb is that all the gifts must be returned.
Don’t: Ask for money outright. If cash is what you’re after, the only polite choice is to not register anywhere and pray that your guests get the message. Family and friends―not you and your betrothed―can delicately spread the word. “They should use euphemisms for money like, “I know they would love help with a contribution toward the home they’re hoping to buy. Just brace yourself for some unwanted salad tongs amid the checks you’ll receive.
Do: Write thoughtful, prompt thank-you notes; e-mails and calls don’t count.Within six weeks of receiving the gift, write a note that references the specific object and how or why you will enjoy using it. “Once you start receiving gifts, keep a log noting what you received, from whom, when―plus the date that you sent out the note. It’ll ensure that nothing gets overlooked.” It also makes for a handy reference tool the next time you’re scheduled to see Aunt Thelma and can’t remember if she got you the gravy boat or the juicer.
Tuesday, January 4, 2011
Wedding Connections
Save the Date: March 27th, 2011
Day & Time: Sunday - 1 to 5 PM
Location: Crowne Plaza Hampton Marina Hotel
700 Settlers Landing Road Hampton, VA 23669
Win Door Prizes and Grand Prize Giveaways!
Register to WIN!
Grand Prize Giveaways! & Many Door Prizes!All Registered Brides will have the opportunity to Win one of 10Grand Bahamas & Resort Vacation – You'll Enjoy your choice of either a 6
Days/5 Nights or 8 Days/7 Night Bahamas Cruise & Stay Vacation!
Grand Prize Giveaways! & Many Door Prizes!All Registered Brides will have the opportunity to Win one of 10Grand Bahamas & Resort Vacation – You'll Enjoy your choice of either a 6
Days/5 Nights or 8 Days/7 Night Bahamas Cruise & Stay Vacation!
ALL YOU CAN EAT - Meals and Activities included on board during
cruise, also you can go enjoy Explore the Bahamas, like
Snorkeling -Para-sailing - Scuba Diving - Golfing, Tennis, and Deep Sea
Fishing. Grand Bahamas Cruise accommodations
for two adult.(Ten (10) Chances to win at each show!)And Many other great prizes to win!
Valued at over $35,000.00!
for two adult.(Ten (10) Chances to win at each show!)And Many other great prizes to win!
Valued at over $35,000.00!
Wedding Professionals how can you be part this shows!
Call Us: 757-717-5481
or visit our website:
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