6 Things Brides Consider When Choosing Vendors
& It's Not Price
Wedding Professionals:
I wrote about this topic back in 2009 when the economy was absolutely horrible and many wedding businesses were wondering how to get back on their feet. Since times have changed a bit, I thought this topic was worth revisiting. The factors that brides consider when choosing vendors have not entirely changed - but I believe more emphasis is place on some factors versus others.
We are usually quick to assume that price is the main factor for brides as they plan their wedding. Yes, price is important but there are other factors that are just as influential. I came to this conclusion after reading Lee Eisenberg’s ‘Why Shopping is Good Again.’ I personally believe that these six values can also help all of us to understand what brides are thinking as they are making their purchasing decisions in the year 2013...
- Brides value experiences that transform them. Even some of the shyest women embrace the spotlight on their big day. As a bride plans her wedding, she is more commonly thinking about her own personal ‘red carpet’ moment. That is the moment when everyone at her wedding will look at her in astonishment. Various vendors have picked up on this common value or mindset. What additional services can you add to your current offering in order to make brides feel special and transformed?
- Brides value shared experiences. As the economy changed over the last few years, brides began to place more value on family, friendships and relationships in general. We’ve been forced to focus on the things that are really important in life – and that’s not a bad thing. In some cases, guest lists have had to shrink and brides have had to focus on the elements that matter most to their loved ones. But behind all of that, weddings have become more intimate. What can you do to add to that intimate, meaningful experience to a bride’s big day?
- Brides value experiences that are an extension of themselves. It’s no wonder that many brides are now into DIY (Do-It-Yourself) elements. They are creating their own menus, programs, favors – you name it. We tend to think this is only to save money. However, they are also doing this to put their stamp on their big day - to make it personal. Thinking beyond price and thinking deeper about the personal nature of a DIY wedding, how can you make your products and services more personalized?
- Brides value things that are beautiful. This is clear when you look at 2013 Wedding Predictions and Trends. This is also one of the reasons why it is so important for your website, portfolio and various marketing materials to also be beautiful. Sometimes it is hard for us to judge that for ourselves. Ask your friends and family if your website is beautiful.
- Brides choose vendors that they connect with on a personal level. With hundreds of vendors to choose from, brides are more likely to choose vendors that they believe they will get along with. After all - if they choose you, you'll be spending an entire day together. The key is to make a great first impression, establish a good rapport and build trust. What will you do during your initial conversations to establish that strong connection? In addition, consider adding testimonials to your website to establish greater trust.
- Brides choose vendors that they can connect with online on sites like Pinterest and Facebook. According to a study by Women's Marketing Inc., 37% of women think the primary benefit of social media is being alerted to coupons, promotions and deals by connecting with brands on social media. This data demonstrates that women are on social media to forge meaningful connections with their personal circles, but they are also willing to interact with brands. For example, Heather Pile, Founder and CEO of Inspired Grace uses Pinterest to inspire her brides. Even better - she uses them to communicate with her brides. So, not only does Heather's work on Pinterest attract attention but it is also being used as a functional communication tool to ensure that her clients' wedding day dreams come to reality. Look to incorporate online outreach into a sincere and personal marketing strategy. And while you're at it, here are some great Pinterest tips.
Position your wedding offerings, so that they are in line with the values of today’s bride. Ultimately, this will help ensure that brides say ‘yes’ to you.
Do you have other insights about what values influence a bride’s planning decision? If so, please comment below.
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Thank you again for making this a fun and supportive wedding community,
Christine Dyer, Social Media Expert and Founder of BridalTweet
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