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Why What We Do Is Expensive

The next time your client want’s to know why they need a professional or why it costs what it does, show them this.

Time lapse photography by Whitney Carlson of Dove Photography,

Courtesy of wedding planner Angela Proffit

Location, Cheekwood Botanical Gardens, Nashville TN.

The Affordable Bridal Market

What do J Crew, White House Black Market, Ann Taylor, Vera Wang know that you don’t?

They know how to capitalize on the current trends. They have seen the handwriting on the wall and are making adjustments. Business is all about giving the customer what they want, not what you want and these companies are doing just that. They are offering bridal gowns that are more affordable to the majority of brides.

What does that tell you? For one thing, these companies aren’t going to sit on the sidelines and hope that the bridal market rebounds. They are re-inventing and targeting todays more fiscally conservative brides.

I dare say that the companies above have spent the time and money to deeply analyze the market and current trends. Seriously, if Vera Wang thought that in a few more months  the couture bridal gown market would come roaring back to life would she have sold her soul to David’s?  That’s pretty doubtful.

Here is something else, Ann Taylor’s wedding line is exclusively online. Hmmm, do you think they have done any research on that? You can bet your bottom dollar on it. The marketing team behind Ann Taylor after all are the ones that have done such a remarkable job of getting Ann Taylor Loft so much traction in social media. In terms of fashion, they have mastered Facebook. This gang knows where the market is and knows how to target it. Good quality, fairly priced and easily accessible. Wow, what a concept.

What about JCrew? Yes they have some up market gowns hitting close to $3k but also a lot of gowns under $800. Again, this line is online and in the catalog. JCrew is a trusted brand to our target market, so they would have no problem ordering online. What’s more, they are sized like the rest of their clothes. Not the freakishly odd sizing that most bridal gown manufacturer use. You wear a size 8 in JCrew street clothes, you will most likely wear a size 8 JCrew wedding gown. Gee, that just makes too much sense.

So what do you have to learn from all this?

Well for one thing, if this wasn’t a smart play, I can bet they wouldn’t all be doing it. Companies of this size make the occassional mis-step but I can’t imagine that this many would be doing it if the reasearch wasn’t there to back it up. Afterall, I don’t care who you are, launching a bridal line is no cheap thing. Heck, the research we have is saying the same thing. (Hat tip to Shane and the Wedding Report.)

How do you translate this to your business.

First what you don’t do:

You don’t start dropping your prices. Look, you don’t see Vera Wang doing a slash and burn on the price tags on her Flagship line, do ya? Heck no.

What you do is create an entire new line that hits the price point and delivery system that your new brides want. No on wants you to lose money.

Just like Wang, your flagship line carries the cache of your brand but the new line puts it in reach of the fat, juicy middle of the market. The flip side of this is that as the market does start to uptick again, you’ll be among the first to know because your flagship will start pulling the weight again. Is it just me that thinks this is a no-brainer?

It’s October, the wedding season for 2010 is just about over. You are going to have some down time coming up to get your house in order.

Here is my challenge to you. By the time the January push rolls around, I want you to have a new budget friendly line in place. The January Bridal shows will be the perfect place to roll it out. (You have bought the book, right)

I really don’t care what category you are in, from stationery to floral to catering, there is a way to do this. You just have to put on your thinking cap.

If you have put in the time and really tried to think this through and aren’t getting anywhere. Give me a shout. From now to the end of December I will be offering my one on one consulting in one hour only blocks just to help get your juices flowing. Just put the word Re-invent in the subject line of your email.

Why Are The Number of Weddings Down?

Did you catch today’s story on eWedNews.com?

For the first time, the number of weddings has sunk to the level of 1968. This is from a peak of 2,477,000 marriages in 1984 now down to 2,077,000 marriages in 2009. This is even though we have the largest birth population ever moving into the average marriage age.

So what’s the deal?

Well, here’s my take on it.

There is plenty of blame reason to go around.

  • Part of it has to do with the stigma of living together and the stigma of babies out-of-wedlock having disappeared.
  • Part of it has to do with the economy. Some couples may simple be waiting for an economic uptick. Although what I am seeing for 2011 doesn’t lend much credence to this.
  • Part of it has to do with so many of this generation being themselves children of divorce. “It was a nasty time, why would I want to risk that.” “My mom was a single parent, I turned out OK.”
  • Part of it has to do with the wedding industry itself. Weddings in the media have gotten so over blown that I think some couple are avoiding marriage just to avoid the wedding.

There are probably more reasons then these few, but, with over 25 years of analyzing this industry under my belt, this is what I see as the big ones.

All this is coming at a time when the wedding industry is becoming over crowded with “professionals”.

As a true wedding professional what are you going to do?

You had better be nimble. Face it, one of the best things about being a micro-business is the ability to move quickly and with agility. So start looking at the options.

  • Reinvent your business.
  • Consider rebranding to something less Platinum and more friendly and warm.
  • Readjust your packages.

Just a few ideas, you have to come up with the ones that are right for you.

Business has always been about one thing:

Find out what the market wants and how they want it delivered and give it to them at a price that you can both live with.

It’s just as simple as that!

Re-Invent Your Business

How are you re-inventing your business?

Last night I was at a networking event and had the opportunity to speak with quite a few wedding professionals in a wide range of categories. I saw an interesting pattern emerge.

There are a lot of very smart people either in the middle of or in the beginning phases of completely re-inventing their businesses in light of the new economic realities in the wedding market. Instead of continuing to do the same old thing they are reading the market and rolling with the punches.

Two different photographers are seeing the light, one is fairly new and the other is a seasoned pro, but both are no longer putting their emphasis on shooting weddings. Instead, both are moving into the portraiture market but in entirely different ways. Both are using their established connections and unique skill sets. Very Cool!

I spoke with a new linen company that is completely re-inventing the wheel. I am interviewing them later to get the skinny for an in-depth article on this topic for the members content side of Think.

I also got to check in my florist friend that is placing her emphasis on rentals to both brides and florist. She is in the unique position of having ‘things’ that other, new florists haven’t had the time or treasure to amass.

I also met the owner of an invitation company that is branching out into event planning. (OK, don’t get me started on new planners but at least they are re-inventing)

What I want to know is how you are reading the market and re-inventing yourself? You all know what I did six years ago to re-invent brand “ME”. What are you doing?

I am putting together an article and if you would like your unique story included, just leave a comment of send me an email.

My readers are some of the smartest wedding professionals out there, I can’t wait to hear your stories.

The Traditional Wedding Market is An Illusion

If you have not read the most recent post from Paul Pannone on eWedNews.com you really should. catch it here

Money topper graphic

Traditional Weddings are Gone With The Wind

What Paul is saying is that the middle market is falling apart. The traditional wedding that drove the massive increase in the wedding industry 5 or 10 years ago is drying up.

Weddings aren’t stopping, they are just changing. As wedding  professionals, if you want to thrive and succeed you have to change with it.

Yes, the luxury market is still there, and yes there is a ton of money in it. The problem with chasing that is that the actual number of brides at that level is only a minor fraction of the total number of brides. Because of the lure of the money and the rash of “get rich quick” seminars out there you are competing against a crush of both established and wanna be “professionals.” Each luxury bride is bombarded with a pack of very elegant but still ravenous players for their luxury dollar; all snapping and jockeying to get a piece of that ever shrinking market.

Smarter is the wedding professional that starts to think like the brides spawned by our new economic reality. Tradition is out the window along with the giant budgets of old. Today the game is in finding a way to help her bring meaning on a budget. Helping to use your creativity to both spark and foster hers. She is full of ideas, some wilder than others. What she wants from you is to validate her ideas and help her find money saving ways to accomplish her vision.

Now if that means giving (selling, renting) her the tools to bring her DIY into reality, so be it. If that means selling her the service of setting up her DIY centerpieces, do it. If that means selling her the papers to print her own invitations, do it. This is the new reality.

The wedding professionals that I see making a difference today are the ones that are going with it. The florist that is renting out her massive collection of containers or ordering feathers for a DIY bride. The bespoke invitation artist that has put together a line of her beautiful invitation art, pre-printed on blanks for couples to print on their home lasar printer. Bridal houses like Mon Cheri that are producing gowns that are as well made as any but at a price point that more brides can afford. Companies like Bravo Bride that have created a clearing house for brides to buy/sell their wedding goodies. Bakeries pushing cupcakes.There are as many ways to tap this new market as there are brides in it.

Our industry has always been about helping people attain their dreams. What you have to recognize is that their dreams have changed. Go with it.

Christine Boulton

When To Fire A Client

I sat in a meeting the other night with 10 other wedding professionals. It was supposed to be a board meeting for our local bride-of-chucky-1998-horror-movie-review-21049wedding organization but it quickly digressed to an all out trash fest of one of the brides for next month.

You see, half of the people in the room had already fired this bride. The only one that still had not was the planner. The floral designer, transportation company, the invitation designer and one other had already had to make the decision to walk away from the outrageous behavior and demands of this client. It is not an easy decision to make; I know, I had to do it myself this week.

When do you know it’s time to fire a client? For me, it is when I come to the realization that no matter what I do it will never be right with this client. Often it has to do with communication and for me, it usually has a component of extreme micro-management. For others it is a clash of personalities or a death by paper cuts scenario, what ever has caused it- it is in your best interest to remove yourself as soon as possible. The longer you keep trying the worse it is going to get.

As professionals that are passionate about what we do it is hard to give up on a client. Of course there is the money aspect. Hey, who likes to give up income?  Take a look back at some of the weddings you have done where your instincts were telling you that something was wrong. I bet that most of the time they ended up costing you money in the end. You bent over backwards to please the unappeasable. You replaced, added, amended and redid over and above what was originally agreed upon. In the end, they still were only marginally satisfied.

I have had to do this twice now. The first time was a on a very simple wedding cake. Well I guess it was simple, it was supposed to be buttercream with borders, nothing like most of the designer cakes I usually did. After three design consultations and nearly 5 hours of time spent with this bride I still had no idea what she wanted. At one point it came to me piping the same border for her to look at in 4 different tip sizes at which point she said “Let’s schedule another appointment so I can see some more ideas.” I’m still not sure why she came to me in the first place. Mind you it rarely took more than an hour to an hour and a half to design even the most elaborate cake.

I had worked with brides that I had done as many a 4 redesigns on, no problem. I have had brides request trial tiers if it was an especially elaborate design or we were doing some very specific color matching, again no problem. There was just something about this girl that my inner voice kept screaming at me about. In the end I listened to that voice and made the hard choice to fire her. At first it makes you feel like a failure. How could you not have made this work? Then at some point you realize that you just weren’t a fit no matter how hard you tried.

I called her consultant and talked it over. She completely understood; after all she was working with her too. I wrote her a very professional letter explaining that I felt she would be happier with another cake designer and returned her (non-refundable) deposit. I never regretted it, especially after hearing from the planner after the wedding. Nothing had been right, all the way down to the temperature of the A/C in the limo. That time my instincts were right.

So how do you keep this from happening in the first place? First off never be afraid to NOT take a client. Tell clients at every step of the interview process that if you feel they would be a better fit with a different professional you will happily recommend one. That way you don’t have to take them in the first place.

In the long run a bad client can do you more harm than any amount you stand to make off the wedding. They will kill your self esteem, try to ruin your reputation and generally make you question why you are even doing what you are doing. If your inner voice is screaming, maybe you should not be afraid to listen.

Never Underestimate the Power of the Suck-Up

Has it ever occurred to you that some of the best dollars you can spend in your wedding marketing is spent on sucking up to your fellow vendors. I’m not kidding. I have seen it done using big bucks and small bucks. It can be something as simple as a timely thank your note or as elaborate as a five course dinner.  .

Doesn’t it make you feel wonderful to receive a gift for no reason?  Or as a nice thank you, job well done pat on the back?  It let’s you know someone thought of you and appreciated your product or service. It makes you remember the giver and think of them in a good way. Bingo!

Now, spin this with the fact that referrals are still how most brides find their vendors.  Once a bride finds a vendor she trusts, she is going to ask for referrals for her other services. The goal here is to get the vendors who already have your target brides to refer you. First you have to get them to not only notice you but also to be in the front of their mind when asked for a referral.

Of course, the best way to do this is to ‘use what you do’. For me that was easy.  Heck, I fed everybody every chance I had.  At bridal shows I always held back a box of samples to feed the other vendors while the brides were tied up at the fashion show. Head to their booth, schmooze a little, hook them up with a sugar buzz to get through the last half hour and break down. I was a god!! Well not really, but they sure did remember me.

My favorite photographers always sent me very nice shots of my cakes.  They did it unsolicited and quickly. Because of this, their work was all over my portfolio for every one of my clients to see. When someone asked me for a referral, their names were on the tip of my tongue. I am fairly sure that they did this for a lot of vendors besides me. Did it cost them money? Of course, but a lot less then a full page color ad in a magazine would. Let me add here, that these guys are some of the most heavily booked photographers I know.

A limo company I work with used their resources to spoil a whole group of vendors. When a local wedding magazine decided to host a Christmas party for its advertisers the owner of the limo company got the guest list and provided car service for the guests. Result, one very happy magazine publisher, (because it made him look great) and a whole list of very happy wedding vendors. All of whom I am sure will refer this limo company. Did it cost her anything? Again, sure, but it was a Tuesday so her cars probably weren’t fully booked anyway. She had to pay her staff, but count that against the advertising budget.

If what you do doesn’t easily translate into gifting to other vendors, send a note to the vendors you worked with last weekend to say how much you enjoyed their flowers or food or professionalism or what ever. The more often you write a note like this, the easier it gets. An it only takes a minute. Anytime you have occasion to meet one on one with other vendors, take a goodie basket.  Even if you had to buy it.  At the very least, bring the coffee and the bagels!

Martha Stewart, love her or hate her, is a marketing genius and has used the art of the suck up to perfection.  She always took a basket of muffins or a box of fresh baked cookies when she went to seal a deal. It may sound trite, but it works. Keep it up and over time it will pay off in a tight knot of friendly vendors you regularly refer you.

Why Your Blog Is So Important

Your blog is the most important piece of your online puzzle, more important than your website. That is true even if you have your main site built on a blogging platform*The social web and your blog is the hub

Your blog is the central hub, the mothership for all the other social media platforms you use. Here are some of reasons why.

Most websites are static online brochures. Oh maybe there is some interactivity, a shopping cart or a place to sign up for newsletters; but by and large it is a static place. That is how it should be; a safe, comfortable source of needed information.

Today, people want more; they want to get to know you and what you value. The best way to do that is to update your blog. A blog gives you time and space to really put your ideas forth. In some ways your blog is akin to a constantly updated online resume for your business. It’s the place to let the world know what you think in more than a sound bite. Here is the repository for all of your ideas about your particular area of expertise. Here is where you make yourself an authority. Here is where you give potential clients a reason to visit your online brochure.
Your blog is also your archive. It shows your potential clients where you have been and what you have done. If a bride wants to see your ideas on a given subject, it’s all right there, indexed and searchable.

Facebook and Twitter are places to build community. The problem is that those platforms don’t have the space and permanence to really build a whole picture of who you are. Once you have a community, you have to give them a place to dig deeper.
One of the ways I use Facebook is to draw readers to my blog, where I can flesh out my ideas more fully. Rather than having my blog post just lie there, I push the synopsis into the community and then pull them to the blog.
Your readers and especially your potential clients want to know what excites you. For that I use Twitter. I do a lot of research on the web. Anytime I find a page that my followers might also be interested in, I post the link to Twitter.  Once a week all those tweets are complied and posted on my blog. The reason for that is the difference in the transient nature of Twitter versus the more permanent nature of a blog. Tweets are rolled off in a matter of minutes, your blog post live forever.

Use your blog as the central hub of all you do, make everything lead back to that one, easy to use spot.


*This website is built on a blog platform. It functions just like a regular website, gathering leads, presenting products and closing sales. What is different is that the face of it is my blog. In some things, you really can have it all. Here are two more websites we built on blog platforms.

TWESA.com

The Something Blue Shop

Business Matters

Over the course of years I have had the immense pleasure to work with many very talented artists. Our industry draws them.

Today I read an article that really highlighted the point that it doesn’t matter how talented of an artist you are, if you don’t take care of the business end of your business it will eventually catch up with you.

No one would argue if I said that Annie Liebovitz is one of the most talented portrait photographers of our time. Today she stands on the brink of financial ruin.

While I doubt that many of us could ever find ourselves in hot water of the magnitude that Liebovitz finds herself, it still illustrates my point brilliantly. You have to work the business side of things in order to be allowed to pursue your art.

Just to clarify, by allowed, I mean that you have the resources needed to be able to create full time as a career. To create art for the sheer joy of it is sublime, but it doesn’t feed the kitty.

There are many wonderful resources out there to help us right brain thinkers tackle the left brain chores of business, Sean Low and Liene Stevens are two that jump to mind immediately. Then of course I am here to help put the tools you need for the marketing end in place.

Don’t get me wrong, I want you to be able to focus on your art and your unique talent. I just want you to be able to do it for the long term in a way that is financially beneficial.

As an aside: I also ran across these clips of Liebovitz at work. Take a moment to enjoy a master working her craft.

Are You Managing Your Blog

Have you ever heard the phrase “What you measure, gets managed?”  I love that phrase. I have talked often both here and on Think Like A Bride about how and why you need to be tracing the stats on your websites and blogs. To name just a few of Wedding Dish by Christine Boultonthe things they will tell you:
•    What is getting the most traction
•    What you are doing well and not so well
•    Who is following you
•    When you need to rededicate yourself

That last one is really ringing true with me. You see, after my little mishap last January I rather lost focus on one of my blogs, Wedding Dish. Not only did I stop posting almost completely I stopped checking the stats. Last week I was on the verge of just chucking the whole thing, there are so many wonderful wedding blogs out there compared to the dark ages when I stated the Dish that I didn’t figure anyone was still reading it anyway. So after months of neglect I checked my stats. Holy cow, batman!  My visitors have nearly doubled to over 10,000 visitors a month. Ok then, I guess it’s still a valuable property.

Needless to say, I have rededicated myself to the Dish.

There are two lessons to take away from this.
1.    Blogs have legs. One of the reasons that I am still getting that kind of traffic is because my content is deep. I had been posting nearly daily for over three years before my hiatus. Google doesn’t forget, every one of those articles is and will continue to be indexed until the internet goes away.
2.    Tracking your stats is important. Had I been diligently tracking my numbers, trust me, I would have been just as diligent in posting. Nothing inspires you like knowing people are listening to what you say.

If you haven’t been to the Wedding Dish, please have a look. The brides are.