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One of the first encounters I have with a new client is to review their current marketing strategy and tools; like their website. I am simply appalled buy some of what I am seeing. Do the people that created these have any clue as to what we do in this industry? More importantly do they have any idea who your target market is?
I have seen the most convoluted attempts at marketing bridal. Bridal is a unique industry. You can’t hit it like you would a lawyer or accountant. It is not a segment that wants mass amounts of text and research.
Our market wants images and ideas, they want to feel your personality. They don’t want you to tell them you are nice and will make their day perfect. Blech! They don’t want a painfully complete listing of every single rental item you have; well, unless you are a rental firm. They want to see your style. They want to feel that they can trust you. They don’t want to know that you are a retired school teacher!!! They want to know that you are the hippest florist in town.
Why don’t these marketing teams get it. Is it possibly that they are forcing their own agenda? Or is it the they do things one way and they just reshape it to fit all their clients. You know what I am talking about…wherever you are there is that one vendor that every wedding looks alike. Sure, sure the colors may change but there is always a lounge with monogrammed silk pillows. The joke being, “Oh what color are the pillows this week?” You wouldn’t hire them to do your event, why do the same thing with your marketing?
Truth in Ad Sales is brilliantly funny and spot on. It was created by John Dodds and originally showcased by my hero Seth Godin. Watch it if you want a laugh and think British humor is funny. (h/t B. L. Ochman)
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