For wedding pros, the January/February wedding rush brings with it a TON of opportunity that – when optimized – can actually set up your business for success for both the current season and the seasons!
Here are some effective strategies to help you get the most out of engagement season – both on EventSource and outside of it.
Recognize that Jan & Feb couples are typically in a “Buy Later” mindset:
Of course, it’s great when you’re contacted by a couple who’s ready to book right out of the gate (aka a “Buy Now” couple), but the reality is that the grand majority of newly engaged couples are in their info-gathering, evaluating-their-options mindset are therefore more likely to circle back with you after they’ve had an opportunity to digest and process all this new and exciting info.
The solution? Do your best to make a great first impression by responding to client inquiries as quickly as possible. It’s tempting to rely on catch-all templates to help save you or your sales team time, but where possible, do your best to spur discussion and/or inject some personality by asking couples some gentle probing questions to both stand out and build rapport. Speaking of which…
Photo Courtesy of Simply Lace Photography
Don’t be a afraid to follow-up (within reason, of course):
As mentioned above, newly engaged couples who are in their early planning stages are likely not yet ready to commit to their vendors in these early stages. You may not hear back from a prospect right away but don’t give up just yet. Schedule a follow-up or two and then consider moving on.
Be sure to read our article on how to deal with ghosting for wedding vendors
Enhance your Online Presence:
This one’s probably pretty obvious by now, but the grand majority of couples are going to discover or confirm how they feel about your business by your online presence, so it’s totally worth your time and effort to ensure that your digital collateral is kept polished and up-to-date. Use captivating visuals, gather reviews, and be sure to include pricing info and detailed information about your services. When it comes to social media, it’s always good to showcase your work, share behind-the-scenes glimpses, and interact with engaged couples.
Pro tip: if you haven’t done so already, you can also integrate your Instagram feed with your EventSource profile.
Run Special Promotions:
There’s arguments both for and against offering deals dependent on your offerings, business stage, busyness, and so forth. Ultimately, if you’re looking for an easy way to garner additional exposure, creating a promotion is a tried, true, and easy way to stand out. This could include discounts, package deals, or complimentary add-ons. Clearly communicate the limited-time nature of these offers to create a sense of urgency.
Keep in mind, you don’t need to discount your prime earning opportunities; when it comes to wedding promotions, instead, consider offering incentives for off-peak dates including winter weddings, weekday weddings, or Sunday weddings. Here’s a link to add a free deal on EventSource.
Photo Courtesy of Fox Photography
Boast your Company Reviews:
Reviews are the easiest way to establish online trust and build authority. It’s often one of the first places clients look when building their perception of your business. Both quantity and recency are important. Google Reviews is likely your go-to review repository, but it’s definitely worth having positive and recent reviews across all your major marketing platforms. Consider a video testimonial as well to strengthen the trust factor of your other reviews.
Showcase your Real Weddings:
Real weddings are so effective because they don’t come off as ads. Particularly if you’re a venue, a planner, or a photographer, whether you’re publishing them on your own website or submitting them to EventSource, having your work distributed either within or outside your immediate network can pay off in spades!
Collaborate with Other Vendors:
Forge partnerships with other wedding vendors to expand your reach. Cross-promote each other’s services, collaborate on styled shoots, or participate in bridal fairs together. Networking within the wedding industry can lead to valuable referrals and partnerships.
If you’re looking to do this on EventSource, you’ll want to check out the powerful give endorsements feature.
Engagement season is a prime opportunity to set your wedding business up for success. Use the current off-season to incorporate some of the tips above and build upon the momentum you generate.
We’re always here to help!
