Know-How Exchange : Strategy

I'd find complimentary companies you can fusion market with. As a soon to be bride myself-- I am planning an elopement to an area I am not familiar with. I have to rely on the contacts I make to give me info about the area, where to get my hair done, etc etc. I have spoken to the local chamber, tourism board, hotel conceirges etc -- so make contact with all those people -- they are referring someone, it might as well be you. All the hotels have sent me lists of "preferred vendors"-- you can be on that. Every hotel has a wedding coordinator. I have got referrals for complimentary services from my photographer and officiant as well.

As a marketing person, I have to tell you- when I get referred to someone, their responses are laughable. Its like pulling teeth to get a professional response. I signed on a website for an area where you can designate the services you need, and they contact you. Basically I get one line emails that say little more than-- "this site says you need a photographer, here I am" So, please, when you get an inquiry, follow up professionally and with a good description of why use you.

Destination weddings are very popular here. Since an elopements is a small destination wedding, I'm on everyone's mail list-- and I have got info from Austrailia. So think outside the country. A group coming from the US would have no clue on arranging music!

Sell Well and Prosper tm

I agree with Carol. You need to make connections with other wedding vendors. Florists, Photographers, Reception Halls, Caterers, etc. You should do a little research to find out which of these vendors are the most widely selected and get in their good graces. Be sure to give them referrals as well.

I put together a small website for a local Brass Quintent. It has been very helpful for them to have some images of there performers, biographies and especially samples of music. You might look into incorporating a player into your site so that people can listen to samples of music (your repertoire). This will be very helpful for people selecting music and give them a good idea of the quality of your music. Caution, be sure to have high quality recordings when doing this. The combination of images, bios and music gives people a good idea of what to expect. I guess in a nutshell you cna make your website more personal so people get a better idea of who you are.

Good Luck,
Mike

我看着你的网站,was surprised that I couldn't find any music to listen to. I'd like to hear the types of music performed, not just the words. Create the wedding atmosphere online (just don't force me to listen to it if I don't want to)

If the wedding market is dwindling, how about the market for renewal of vows (for example,https://weddings.about.com/od/yourweddingceremony/a/VowRenewal.htm)? You can write articles to submit to local magazines (teaming up with florists, etc. to get great visuals) showing images and telling the benefits. Instead of having a anniversary party, make it a renewal party. This could work well both short/long-term.

Offer benefits no one else is. For example, guaranteed musical satisfaction, a free DJ for your rehearsal dinner (or 1st anniversary party), or a rehearsal mix-tape (of some songs to make the rehearsal more "real").

You should definitely have music on your website. That will save you the cost of sending a demo CD to people who are interested in hiring you.

In addition to the great ideas above, you might create MySpace and Facebook pages. It's free, so why not? Then I would find any wedding-related group in those networks and join them.

除了组织Carol mentioned, check the rates for becoming a member of some Convention & Visitors Bureaus. That was my first stop when I was an event planner. And they have lots of contacts with hotels, etc.

Hi Andrew,

I'm a publisher in the wedding category in California, and want to second what Carol said about professional responses. We offer our advertisers a lead generation service from our web site, and some of the replies that vendors send are positively cringe-worthy -- just like Carol said, some of them just write, "hey, I hear you need a florist, check out my web site," even when the bride has provided a long list of questions. I'm embarrassed for them! Be sure to answer any replies you get professionally; you will definitely stand out in a good way.

As for music on your site, I like the idea but would just suggest you be careful about copyright laws. If you're strict about following those, that's also something you can promote -- it sets you apart from more cut-rate services.

I like the idea of co-marketing with other vendors. Are you part of any networking groups? Networking is big in the wedding industry here in the US; it generates lots of referrals. It does require an investment of time, though.

ALSO -- if you have already done some wedding shows, did you receive a list (or access to a list) of brides you can contact? Most bridal expos here in the US offer that to exhibitors -- and, a little known secret is that hardly anyone uses them! It will cost a little money, but do a postcard campaign if you can swing it -- ideally with an offer you can track. Postcards tend to work better than email these days because of spam filtering, and, since most companies have cut way back on direct mail, you get more attention than you used to. Of course, it's worth it to send some email to any opt-in brides you have addresses for, too.

I can't tell from your post if your company has just formed, or if it's been around a while (or if your colleagues came from other entertainment related ventures). If any of you have prior wedding clients you could contact, you might consider some kind of referral program -- e.g., refer a couple to us and get a gift card from a nice restaurant or a spa if they book, plus the booking couple can get a nice discount, courtesy of their nice friends who recommended you. Many times people who have been recently married know others who are planning weddings currently.

I like the idea of looking for PR, but would only caution that it can take a LONG time. You will probably need something more than PR for short term results.

If the economy in Sydney is behaving similarly to ours here in California, then odds-are other vendors are feeling the pinch, too. You might look for another firm -- e.g., a photographer or videographer -- with whom you could create some kind of package deal.

Lastly, about renewals of vows, I agree that they are another potential kind of event business, but, in my experience, people planning those events don't spend as lavishly as brides -- they're usually older and more practical.

Laurie