I have been struggling (yes, me struggling) with the best way to market wedding planners. Oh, there are a bunch of seminars and webinars from “successful” planners that are marketing “get rich like me” schemes. I have 2 concerns with those. First, if they are so damn successful as planners, why have they abandoned it to make money off of seminars?
The second reason I have a problem with them is the focus of this article.
A simple truth about marketing is that to do it successfully, you have to really dig deep and uncover what it is that sets you apart from the herd. So the problem with following someones else’s path is it is only an illusion. Yes, their words and methods may have worked for them but you are unique; you are not them. More importantly, their brides are not yours. If everyone is following the same marketing plan you all sound alike. What would make a bride pick one over the other besides price?
Which brings me back to the conundrum of marketing a wedding planner:
Are you the architect?The general contractor? The stage manager?
Huh? (Shit here she goes again with the analogies)
Let me break it down for you.
The architect designs everything from the structure to the appliance placement to the general layout of the landscaping. To translate this to wedding planning you start with nothing and design the whole package from location to lighting concept to the style of the invitations.
The General Contractor:
The GC takes the plans and makes them happen. She hires the subs and creates the schedule. She keeps everything on track and budget. The translation: you take the brides concept and find the right vendors to make it happen. You make sure that they are all on the same page and working on schedule, that the flowers are delivered at the right moment and that the cake gets cut when the photographer is in place to catch the shot. You are the field general, implementing someone else’s plan.
The Stage Manager:
The stage manager comes in last, after the walls are in and the floors are in place. He makes sure that at the time of performance timing is adhered to, that the props are all in place and that everyone hits their marks. This translates to weddings as someone who comes in after all the vendors have been hired and the major decisions made. You manage the actual day of, you work with what they are given to make the brides vision happen.
I want to hear from all my wedding planner friends. Who are you? How do you describe what you do? help me come to grips with this.