WEDDING INDUSTRY: Are you targeting the right clients?

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One of the most crucial elements of marketing is ensuring you are targeting the right clients. Have you been having difficulty booking the right clients? Have you found yourself sifting through dozens of leads that never respond or seem to have no idea about the services you offer? If so, you're doing it wrong but you are not alone.

Marketing is a process that sometimes has to be proven by trial and error. You have to throw things at the wall to see what sticks and is best for your business, but the downside to that is the “things” your throwing is hard earned money. Money that you could otherwise use to grow your business, invest in a new product, or even better, go on vacation with your family. So what 5 mistakes might you be making with marketing and targeting the right clients?

  1. You Don't Have a Plan: Your marketing deserves to have an organized, concise plan of attack. You're making a huge mistake if you don't sit down at the end of your calendar year and look at what your strategy is for the future. Part of having a marketing plan includes having goals, which leads us to our second big mistake…
  2. You Don't Have Clearly Defined Goals: If you don't know what goals you have for the year, then how can you effectively put together a marketing plan? Your marketing goals should identify what all your marketing should accomplish for your business, including online ads, print ads, word of mouth and social media.
  3. You're Choosing Channels That Don't Target Your Market: This is one of the biggest mistakes small businesses make in their marketing: they choose marketing channels that are targeting the wrong people. Take a look at who you advertise with and ask yourself, is this website or magazine targeting the people I want to attract? If the answer is no, you should re-evaluate whether marketing with that company is really to your benefit. When choosing new channels to market your business, ask them some simple questions like: who is your demographic? what is your circulation / page views?
  4. You're Not Consistant: For marketing to truly be effective, you need to be consistent. If blogging is one of your marketing strategies to improve SEO, then you need to blog consistently. If social media and Facebook is part of your marketing strategy, than you need to deliver content on a consistent basis– and not just any content, but content that is consistent with your brand… which leads us to our last mistake you might be making…
  5. You're Marketing Isn't Consistant With Your Brand: Your marketing should be unique and consistent with your brand– and your brand is more than a logo or pretty business card. The information you put out into the world as a representation of your business should be a reflection of your identity and also be appealing to the clientele you are trying to attract. If you cater to the small percentage of luxury clientele having a $100,000USD wedding or higher and your marketing doesn't speak to that demographic– you're not going to see them walking through the door. I am a huge fan of going the extra mile to ensure your marketing, across the board, is a visual ambassador to your brand.

What marketing challenges are you currently facing? Leave a message below in the comments and I will try to answer as many as I can!


WEDDING INDUSTRY: Are you targeting the right clients? 5 Mistakes You Might Be Making

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Candice Coppola

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  1. Andria | Andria Lewis Events

    February 4th, 2011 at 6:20 PM

    I think this is a rhetorical question (for me, at least) and I thank you for bringing it to mind. It is exhausting to educate clients on why they should hire a wedding planner. That is why I tend not to take on clients that need me to convince them of such. What I will begin to make a concerted effort at is to brand myself to those that see the value without being coaxed.

  2. Kelly McWilliams

    February 4th, 2011 at 6:24 PM

    I’ve written 2 of these posts. I wrote them after receiving so many calls from brides who are upset with what they thought they were purchasing and what they ended up receiving. Let’s face it, not every bride who reads my blog is going to hire me. But if those 2 posts help a few future brides to ask the Catering & Sales manager those questions and not have a rough start to their planning then I feel good about that tiny little time investment I made. I’m certainly not going to fill my blog up with just the fluffy stuff. Planning a wedding is not all pretty whether I am doing it or the bride is doing it.

  3. Bernadette

    February 4th, 2011 at 6:37 PM

    Great question. I’ve been blogging for 2 years and for almost that entire time, I was writing “advice” and “tips” posts, mostly because there were (especially at that time) very few current resources for LGBT couples. All those posts eventually became content for my book. Over the past few months, however, I’ve transitioned away from that, mostly because I got bored but also because I don’t think it’s how to target Generation Y.

  4. Tweets that mention Weigh In: Educating or Targeting Clients | A business and personal blog dedicated to sharing ideas --

    February 4th, 2011 at 6:39 PM

    […] This post was mentioned on Twitter by Candice Coppola, Andria Lewis. Andria Lewis said: RT @eventjubilee: NEW BLOG POST on my business blog! Curious to your industry insights on the topic […]

  5. Ashley Scobey

    February 4th, 2011 at 6:59 PM

    Personally, I believe that our time is better spent targeting the clients that are the best fit for us. Those clients are the ones who are drawn to us as people, love our work, and understand the value of a professional.

    That said, when people (friends, family and/or clients) ask our opinion on investing in a planner/photographer/etc., we absolutely take the time to explain to them why we believe so strongly in hiring quality, experienced weddings pros.

    If clients are coming to you and taking the time to ask, that shows something about their interest in the topic, and they may *want* to be educated… but we don’t believe in shoving it down their throats. If they need to be forced into seeing why a professional photographer is a good investment, they are most likely not the clients for us.

  6. Rebecca Hansen

    February 21st, 2011 at 1:39 AM

    From my experience gearing and branding your business towards those “dream clients” has always worked much better than trying to convince everyone they need you. Because truthfully, you don’t WANT to and can’t work with everyone. You can only work with so many people per year so you want to make sure you work with people who are the best fit for your style and personality.

  7. Robin Dini

    February 21st, 2011 at 11:47 PM

    I target the client that is looking for the candid/photojournalistic experience. What they see is what they get and I know we are going to work well together because the expectations are right there for them to see. I don’t think the advice I have offered on my blog or website sways their decision to book. I used to share articles with inquiring clients about the importance of having a second shooter but I honestly don’t think they ever took the time to read it. Now that that is pretty much a standard option with all photographers, there’s no question as to why you would want two shooters. They are looking for outcome and final product and don’t necessarily need me to educate them but if they ask for it, I will share what knowledge I have on the subject. I can offer advice on scheduling and coordinating the timing of their day but I don’t need to go much further than that with my clients.

  8. Feuza

    May 3rd, 2011 at 8:05 PM

    GREAT POINT! and tonight I am heading to a meeting where I will be speaking of prequalifying brides and filtering,looking for red flags and finding your niche. I do agree but also must add the following. My ideal client is some one who wants me, and they value me as a photographer and really value great photos and think it is one of the most important aspects of a wedding. I don’t feel I need to educate them to hire me but I do think the education does stop because this is the first time they are getting married so I still have to educate on different types of albums, what is a first glance, best time to photography etc. I am hosting an event for planners and photographers in NJ on June 28, and with your permission, would love to bring this up at our panel discussion, wish you were closer so you could be on our panel discussion too. 🙂

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