Question

Topic: Strategy

Event Planner Need Help With Marketing Direction

Posted by DC Planner on 4/5/2007 at 10:03 PM ET 250 Points
Hello all - I stumbled upon this site tonight and really hope you can help me.

I am a wedding and event planner in DC in a market that has exploded overnight. Last year I launched a website, which I don't believe has been an effective marketing tool (lots of hits, but few phone-calls and emails), so I'm considering a re-design. My dilemma - my niche is weddings without fluff (a misnomer?). Anyhow, there is such a planner in NY doing great business, but my business is small, but steady. I've pulled all (except one) of my paid ads, because I am planner 1 of 166+ on each site and I don't think I'll reach my clients in the fray. Also, in such a competitive market, brides are price shopping and I feel like I've wasted so many consultation hours on potential clients who are only concerned with the bottom line and not experience, skill, personality, etc. I don't know if I should go ahead with the site re-design or update my current site, re-purchase advertising and wait. Or if I should try to play up my niche, which I currently downplay as not to lose business. Any thoughts? I've made vendor connections. Haven't done any bridal shows yet (another saturated environment). Considering a launch party, but not a PR rep. I have a blog with good traffic, but based on emails I've received, not many brides.
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RESPONSES

  • Posted by CarolBlaha on 4/5/2007 at 11:13 PM Accepted
    Brides are and aren't price shopping.

    If they feel in their mind that they're comparing apples and apples-- they'll shop price. But when you establish yourself as something other than an apple-- and that image appeals to them-- price is not the issue. Change the word "fluff" to minimalist-- it conjures a different image (at least to me). Classy and beautiful, demonstrating that less is more.

    Carol
    Sell Well and Prosper tm
  • Posted by Billd724 on 4/5/2007 at 11:42 PM Accepted
    Leslie --

    I'm glad you found this site. I'm sure you'll gain some wonderful insights from the community of passionate and competent marketers.

    My own thoughts:
    I love websites. But I suspect it's not the underlying cause of the symptomatic marketing malaise you've cited.

    Here's my thinking about what you said in your message:

    1. "The market is growing but I'm slowing" . . . Leslie! What's going on there? Usually a 'hot' market carries everyone along for the ride. Why aren't you part of the party?

    2. "I'm 1 of 166 planners". . . I think you've made a good call to get out of the clutter! Unless you have a unique category and you're the only planner in it, it's a challenge to be noticed and called from these kinds of listing ads. The real question is, did you EVER get response from these listings? If not, you can fairly safely assume you can find far more effective ways to promote yourself.

    3. "I feel I've wasted so many hours on poor prospects . . . that's more of a selling skills issue than a marketing one. But perhaps it is to the extent that you want to have a definition of precisely what 'qualifies' someone to justify investing your time, energy and talents on them.

    Leslie, you are (sorry to say it) probably the problem. But, "Good news" -- you can learn to qualify and sell easier than you can change a cheap bride into one who values the quality of services and fair (not necessarily the lowest!!) pricing that you offer.

    Now, what I would do if I was in your shoes . . .

    1. Make a list of your past clients and 'best friends' -- everyone you know in the marketing area where you want to work

    2. Call most -- but personally VISIT your best contacts -- face to face -- and let them know you're seeking new clients for your business -- be ready to explain how you work, show letters from happy clients, etc. -- be sure you can demonstrate what you've done for clients, etc. (very important for people who know you personally but not professionally!)

    3. Ask them if they would be willing to either:
    • introduce you to someone they know who is / may be / might be getting married in the near future, and/or
    • refer you to anyone they learn who may be getting married

    4. Send each person they identify, a personal note of introduction

    5. Follow-up by phone to introduce yourself

    6. Send each person who referred or introduced you a nice note of appreciation -- tent card, handwritten, as soon as you get a name . .. remember, 'attitude of gratitude' -- it goes a long way!

    7. Send a monthly postcard to your people -- ask permission (key!) to do so when you make your calls and visits. Most will love to get a short, sweet item periodically from you. Call them 'Wedding Planning Tip # 216" . . . most will think (unconsciously!) that they've missed 215 other great ideas because they didn't know before!

    8. Repeat, repeat, repeat!

    Most people don't decide to work with a wedding planner because you have the biggest billboard or lots of ads. They do so because someone they know, like, trust and respect says, "Leslie's really good at planning weddings . . . maybe you should talk with her . . . and by the way, she's not the lowest priced planner but she's a bargain for what you'll end up getting when you work with her"

    Also, make sure you're seeking to attract 'value' price shoppers, not lowest price shoppers. And remember that no 'fluff' doesn't mean low quality or poor service!

    I have clients in similar fields who invest in marketing by creating a network of happy clients and empowered 'mouths' who are delighted to tell their friends, family, co-workers, business contacts, etc. about them.

    If you'll focus on building your relationships (ie. MINDshare) with key influencers in your marketplace I think you'll see far better results than redoing your website will bring you. In marketing, MINDshare = MARKETshare.

    Best of luck . . . and do let us know how you make out and if you want to talk with me about this in more detail, look me up in my profile and drop an email or make a quick call.

    All the best!

    Bill
  • Posted by MajorHal on 4/6/2007 at 5:38 AM Member
    Hi Leslie,
    Bill has given you some excellent advise and should be followed.

    Let me add this. Change your ad on the sites where you are listed (1 of 166). Your ad should say something like this; "5 mistakes people make in wedding planning. Get our free report and make sure your special day is EXTRA special! Of course, you can make the number of mistakes as large as you can think of. You will then need to write the report.

    The ad will take them to your web site where they can get your report by return email. Get them to give you the minimum info you need to follow-up and start selling. Don't over do it at this point. Or, if you prefer instead of sending them to your site give them an 800 number with the pre-recorded message. This should be handled by a company that captures the caller's info. Personally, I like the web way best.

    Setup an email autoresponder that will send the report automatically. Just getting them to your web site is a step in the right direction. If they don't sign-up for the report they probably aren't that hot of a prospect.

    Now, the link your ad will take them to will be your landing page where you really sell the value of your service. If that's your Home page or another one you setup just for these leads as long as it sells what they get from your service. You now have a partially qualified lead. the rest is up to you. Brush up on selling skills.

    The purchases most people make are emotion based and you are dealing with a highly emotional situation. The one fear all brides have is that something will go wrong. You'll reassure them that it won't if they contract for your help.

    Let me give you an example of how this really worked for a friend of mine. She was just starting her own law practice and needed clients fast. We placed a classified ad in the area's newspapers. Classifieds are cheap. The ad said "10 things you should know before hiring a lawyer. Get your free report at www.-----" The first week the ad ran she got 73 hits (leads) to followup. She had to follwup quickly because the leads were looking for a lawyer and needed one quickly. We did the same thing the next year with her yellow page ad. This generates about 20 leads a month.

    You have "positioned" yourself as solution to their problem rather than just another wedding planner.

    Good luck and prosper,
    MajorHal
  • Posted by DC Planner on 4/6/2007 at 10:03 AM Author
    Bill - I need to clarify. My competition is growing. The market is holding steady.

    The latter you described is exactly what I've been doing (that's my steady business). I do agree that I probably need to brush up on my selling skills. All of the business I've lost lately has been due to price, and I know this because they've told me so in an effort to get me to lower my price, so if I brush up on my selling skills then price may not be an issue.

    I track my web site stats very closely, I've noticed that I still get a good amount of traffic (for limited advertising), but the inquires I get are far less than the number of visitors to the site. Is it the site or is it the market?

    Carol - Thank you. I love the idea of changing fluff to minimalist. It's opened up a fount of new ideas for me.

    Leslie
  • Posted by DC Planner on 4/6/2007 at 10:07 AM Author
    Thank you all for your help! It was greatly appreciated. I will put your ideas into action as well (in the near future).

    Leslie
  • Posted on 4/13/2007 at 5:16 AM Member
    "... Haven't done any bridal shows yet (another saturated market)"

    Saturated market?? I know for a fact that bridal shows in the DC area are very, very ripe for... generating interest in your "brand" and service... producing long lists of leads and appointments... and building credibility in your industry.

    Bridal shows are one of the major venues where brides go to formulate their attitudes and opinions about the various wedding vendors in their areas. Engaged brides walk through the shows in abundance, often accompanied by a parent of other influencer.

    Perhaps, the basis of your view on bridal shows lies in a misunderstanding of the purposes in participating in a bridal show. One thing it isn't is a time and place for making your SALES presentation. What you should be doing is making a YOU presentation... who you are, what you do and why you do it with evidence of your expertise in the form of pictures, testimonials and persuasive sales literature. Visitors will decide if they want to give you more time instantly or after leaving the show.

    I recently read where Value is all about what you get for what you pay AND how you're treated. Give you prospects a clear view of the value you have to offer.

    Other suggestions:

    1. PARTICIPATE more in your industry- connected educational and business- building events.
    2. Learn how to SELL your product.
    3. EDUCATE yourself on business and marketing, advertisng and promotion.
    4. LEARN the difference between institutional and promotional advertising.
    4. Figure out how you can DIFFERENTIATE yourself from others who do what you do.

    You are not far enough down the tunnel to see everything I am saying, I'm sure. But I can almost guarantee you that if you work on improving YOU in the above areas, it will make all the difference in the world for your business.

    You see.. there's a reason why some planners make thousands of dollars per event, while others make hundreds...(hundreds maybe, if they can generate enough interest in their products and service)

    Bridal shows are great opportunities to build a wedding AND special event business. Successfully handling a wedding could turn your wedding customer to a lifetime client.
  • Posted by DC Planner on 4/13/2007 at 8:45 AM Author
    Thank you Friday.

    I guess I've never looked at bridal shows that way.
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