Question

Topic: Advertising/PR

Thinking Cap Time: Promotions For Wedding Industry

Posted by Anonymous on 7/20/2010 at 11:09 AM ET 250 Points
Hello Everyone,

I was hoping to get some creative ideas for a promotional campaign to increase our sales over the next few months (August and September are our slow months).

A little about my company...we do lighting for weddings. We are a "premium" brand and most of our clients are high end (weddings at the Ritz-Carlton, etc.).

In the past, we have offered 5% or 10% discount promotions if clients book with us by a certain date. These have certainly worked, but I wanted to see if you guys could offer some other creative ideas that didn't discount our product.

Much thanks for your help, let me know if you would like me to go into deeper detail.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/20/2010 at 1:27 PM Accepted
    Why not offer to light their professional engagement photos (up to X hours)? Or a discount on lighting the rehearsal dinner? A free class on how to take great honeymoon photos? Instead of discounting, increase the benefit you offer.
  • Posted by Gail@PUBLISIDE on 7/20/2010 at 3:01 PM Accepted
    In addition to providing artificial lights, blog about how wedding planners can get the most out of natural light. This shows you care about their expenses and provides constructive advice.

    You may expand to blog on a regular basis about the most efficient ways to light a room. One post may relate to the size of the room, another about the time of day, and so on.
  • Posted on 7/20/2010 at 4:24 PM Author
    Thanks for the responses thus far, I thought it might be helpful to see what exactly we do. Here's the link: https://img829.imageshack.us/img829/2820/79602705.jpg

    @Jay
    I agree that adding value is certainly a much better approach than slashing prices.

    @ Gail
    We do blog, but I don't really see how this falls into the "promotion" category.
  • Posted on 7/20/2010 at 4:29 PM Accepted
    I don't understand why you would discount the service at all. Doesn't that just punctuate the fact that you're expensive to begin with?

    If it were up to me, I'd beef up the basic pitch that explains why professional lighting is so important to a successful [wedding] event, and increase the number of presentations/sales calls you make. Put the money (that you would have discounted) into a more intensive sales effort during your slower months.
  • Posted on 7/20/2010 at 9:33 PM Accepted
    Instead of giving discounts, give extra services or freebies. Giving out freebies will be more attractive rather than discounted services. Discounted services sometimes connotes lesser effort on the supplier's part. A wedding is always a special event. Clients would want special effort.
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