Most wedding professionals think that marketing and advertising go hand in hand. However, there is a distinction between the two. Advertising can be similar to competing just to be seen in a crowd while marketing can essentially help you stand out from the crowd.
Usually when you advertise on wedding websites or in a wedding magazine you illustrate the services you offer using imagery and videos, why they should hire your company, your pricing and hopefully you have a strong call to action. Most wedding businesses toot their own horn and lose focus on the best way to drive a response. Remember when you do a BrideLive web conference it should be concentrated on showing the client how much you care. Then brides will consider the services that you are offering.
- Advertising and marketing to the bride is about pulling rather than pushing.
- When a bride sees a photo that she can superimpose herself in: that drives response.
- When a bride sees a testimonial that is authentic and either knows the couple or is getting married: that drives response.
- When a bride reads a blog post and get’s an amazing idea from the writer: that drives response.
A key to driving a response is to tell stories that resonate with a group. If you write a blog post regarding a bride and groom that’s sincere and accentuates something magnificent, you don’t have to mention anything promotional about your company. Simply, all you have to do is tell the bride you wrote about her, post it on Facebook and from there the word will spread. Just remember that your wedding service or product isn’t going to be for everyone that reads about you, but the magic of social media is that they don’t have to cut your ad out or pick up the phone to call someone they know is getting married. All they have to do is click the “share” button.
The next step is to create a perception of your company. Once you establish this, you must get the point across that if the potential bride hires your company, the experience will be an unforgettable positive one.
And then the word spreads. When the service you provide is so fantastic and remarkable, it influences the client to talk about it. This turns your buyer into an advertising subject for your business. Advertising becomes a luxury that makes it easier for people that already know about the company to find you.