Selling to a bride is different!
Selling to a bride is different than selling to any other type of customer. The bride generally does not have a complete grasp of what she needs, how much it costs, or where to begin. Most importantly, she doesn’t know you from your competition.
What does she do?
The bride has a lot of money to spend and a very short time frame in which to make literally hundreds of decisions. So, what does she do? She goes to bridal shows, reads bridal magazines, does online research, and asks around for referrals. Suddenly the bride has lots of choices.
How do you gain credibility?
How do you quickly gain credibility with the bride who needs what you sell but doesn’t know you from your competitors? It’s simple, you BUY credibility. You buy credibility, and the currency with which you buy it is repetition. You buy credibility through repetition in your wedding marketing. Here’s how it works: The bride meets you at a bridal show, then she finds your literature among the things she collected at the show, then she sees your ad in a bridal magazine, then she receives an email or a postcard from you, then she does a Google search and finds your web site, then she reads your blog, and then she gets referred to you from another company. In her mind, she sees you everywhere, and because she sees you everywhere, she presumes that you must be established, you must be doing a whole lot of weddings and pleasing a whole lot of brides. You must be credible. She now wants to find out more about you.
The only way that this works
The only way to create this repetition is to establish a diverse marketing plan. If you’re only advertising in magazines, only doing bridal shows, or putting all of your energies into developing your social media presence, you’re missing out on the opportunity to build credibility through repetition. You must advertise your business in multiple ways. The more times the bride sees your message, the more chances you have to hit her hot button, to build credibility with her, and get her to do business with you.
Uniform branding is key
This strategy only works if the bride knows she is in the right place every time she sees your advertising, and you achieve this by consistent branding. You need a logo, color palate, design elements and a copy style that carry across everything. Your ads should look like your brochure, which should look like your website, which should look like your bridal show display. Every element of your marketing should have a consistent look and theme.
The Wedding Experience presents wedding planning events in the Washington, Baltimore and Richmond markets. Our events provide the opportunity to promote your business through face-to-face contact with a huge audience of motivated buyers. For information about our events, call 703-425-1127, email info@weddingexperience.com or visit www.weddingexperience.com.