BridalTweet Wedding Forum & Vendor Directory

3 Things Brides Consider When Choosing Vendors & It's Not Price

Wedding Professionals:

During tough economic times, we are quick to assume that price is the main factor for brides as they plan their wedding. Yes, price is important but I believe this past year has brought forth other factors that are just as influential.

I came to this conclusion after reading Lee Eisenberg’s ‘Why Shopping is Good Again.’ Eisenberg articulates today’s top consumer values. I believe these three values can also help all of us to understand what brides are thinking as they are making their purchasing decisions.

1. 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. For example, Astrid Mueller designs romantic illustrations. When she is designing, Astrid asks lots of questions - what the bride dreams she’ll wear as she floats down the aisle, what is her and her sweetie’s love story, what their dream wedding will be like. Through personalized art, Astrid’s sophisticated illustrations make all of those special details come alive. What additional services can you add to your current offering in order to make brides feel special and transformed?

Here's an example of a bride making a grand entrance with a designer gown and with stationery. Illustration: Astrid Mueller. Artisan printing: LetterpressLight.com.

2. Brides value shared experiences. During tough economic times, people tend 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. This is also entirely true for weddings. 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?

3. 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?

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.

About This Blog: Christine Dyer is the Creator and Founder of BridalTweet. Christine has an MBA in marketing and shares over ten years of marketing expertise with the wedding community. In this weekly blog called Supercharge Your Wedding Business, you'll find advice on an array of wedding business topics such as how to market to brides, social networking, wedding PR, wedding sales, vendor networking, branding, pricing and much more. Please pass this news along to your own professional wedding network. To receive this advice in your email inbox each week, Sign Up for a Free BridalTweet Membership.

Comment by Tanya Porter on February 23, 2010 at 10:01am: I like what you have to say. I'd just add how important it is that the bride finds a coordinator who will listen to them. To many times they talk but aren't heard. It's their day, and if we let them know we really hear them, then we'll book the wedding. We just need to let them know that it is their day, and when the guests arrive, it's the couples personality they will see reflected in the wedding and reception.

Comment by Todd Nichols Photography on February 23, 2010 at 4:58pm: Must make a connection with your clients!

Comment by Your London Wedding Planner on February 24, 2010 at 7:57am: Christine, I've just posted my blog article speaking from the wedding planners' perspective about matching the bride to the vendor, based on personalities. A key influence in a bride's decision when choosing vendors.

Comment by La Dolce Vita Weddings on February 26, 2010 at 1:58am: I've always said it's about the experience - this holds true for every service-related industry. How can YOU create a unique experience that will keep the client interested, satisfied and appreciates the value?

Comment by Shirley Vazquez on March 15, 2010 at 12:25pm: This is a great article, I think most brides are still looking at prices more than anything but it also somes down to positioning yourself. As vendors, we need to make sure the bride sees our role as important, not just another piece to the puzzle that can be interchanged easily with something else.For example: As a makeup artist, I need to make sure the bride knows WHY she needs to have me on her team on her big day, that it is not just a splurge rather a neccesity....

Comment by Memento Photo Booth on April 9, 2010 at 10:40am: Thanks, this are all great points and having worked with many brides, even been one myself I agree. Thanks for sharing.

Comment by Rubi Wiswall on April 17, 2010 at 10:04pm: I'm wondering what the best ways are to promote a small business in order to get those brides to contact me in the first place. I'm on Facebook, BridalTweet (obviously), WeddingWire, Twitter and Startup Nation and I try and get my website out there as much as possible - but I'm not getting the traffic to my website that I would like. Any ideas that don't cost money because like everyone else, I've got no budget to spend right now. Thanks!
www.RubiFirstDance.com

Comment by Lily and May Floral Design on May 24, 2010 at 3:24pm: This is something I have found. This is a day the bride and groom will look back on and although of course they do not want to feel like they a paying above the odds, the crucial thing is that they get what the want and to feel assured that their providers are dedicated to ensuring that is what happens. It is not just about providing a product but a service.

Comment by Erika Unbehaun on May 25, 2010 at 7:59am: Great post. This really gets us thinking.

Comment by Katherine Reece on May 25, 2010 at 11:48am: I couldn't agree more. It is so much about the connection you make with your clients. That's my first goal at the initial consultation.