Wedding Marketing and Team Building

I was reading one of my favorite marketing blogs, Marketing to Women Online by the fab Holly Buchanan and this line jumped out at me:

“Men prefer subject matter that depicts “comparative advertising appeals.”    Women prefer subject matter that depicts “harmonious relationships.”

Well that got me thinking about how we market, in particular why don’t we use more co-operative marketing than we do. Look, we all know that weddings are a team effort and that the best weddings we do are partly a result of the phenomenal team of event professionals that has been put together. They are a result of the “harmonious relationships” between  pros that already know and understand each other working together. Why aren’t we using that more in our marketing?

Yes, I see that many of you have a list of preferred vendors somewhere on your website, but you can do so much more. Why not go a little bit further to formalize those relationships, maybe actually build a team and do a little co-op advertising? How about a page trumpeting your “dream team” that explains why you love to work with them. Talk about your relationships with these fine people. Talk about why you trust them.

As more and more brides opt not to use a wedding planner in a deluded attempt to save money, too often we wind up working with much less than a “dream team”. This make our jobs more difficult. This effort will not only appeal to the brides desire for “harmonious relationships” but also help us to do a better job more easily. Sounds like a win-win to me.

This is certainly a topic that I want to explore in more depths, so look for it to pop up on April’s Think Like A Bride. I’ll put some ideas together on how to use this in you marketing.

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