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 Karen S Musselman on May 25, 2010 at 12:08pm: Very inspiring article! As a custom wedding favor vendor I always listen to what the bride wants and give her as many options as possible in creating bookmarks that are an expression of her and her groom. Sometimes it's just the color of the tassel or she wants a special background photo used. Whatever the case, making sure her experience is a positive one has given me some great feedback once they receive their bookmark favors. And it makes me feel great to have helped her add a special touch to her wedding day too.

Comment by Fiona Anavi on May 25, 2010 at 12:09pm: This is one of your best articles! Very helpful and also a way for us to offer a genuine benefit to brides that will make us better vendors as well as more successful ones. Kudos. I try to do what the illustrator that you mention does...I offer a number of personalization options (illustration, colors and great customer service). I find that if I offer too many options my clients get overwhelmed.

Comment by David Harper on May 25, 2010 at 12:53pm: Great article, thank you..!

Comment by Robert Webster on May 25, 2010 at 1:14pm: This is so very true. The experience of the event and moments that lead up to that time are critical to the overall success of the wedding. I think that this article is a perfect example of reveling in the journey. I always try to make the experience of the design and consultation for wedding lighting, fun and upbeat.

Comment by Barbara Ann Michaels on May 25, 2010 at 1:15pm: As an officiant (in NYC), I say to brides that their wedding ceremony is a way for them to 'speak through me' because I write original ceremonies all about their love story, dreams, and details of their unique relationship. I often hear a little pause in their voices after I say that. The personal touch is the truth of their love. Thanks to all here on BridalTweet!

Comment by Flamingo Services Bonaire.BV on May 25, 2010 at 1:19pm: Thank you very much Christine to share this. I certenly shall use it.

Comment by American Event Productions on May 25, 2010 at 4:06pm: With so many vendors to select from, we've also found that price is not the big deciding factor it used to be. Brides are searching for vendors they connect with. They also want to add their own personal flavor to their wedding. Flexibility has been key for us during this economy - tweaking our packages to customize them for each brides individual needs.

Comment by Perfect Teeth Whitening on May 26, 2010 at 12:47pm: Very informative. Giving great service and making the Bride feel special is key in any area. After all...she and her groom are special. Making sure the entire Bridal party have whiter teeth for that special day is my specialty.

Comment by Jesse Valley Photography on May 26, 2010 at 4:19pm: One of the things that our clients value is our organization before the wedding day. We work hard to really get to know them and also their photography preferences. Since they booked us they obviously like our work, but they still might have a preference to color images vs. black-and-white or something similar. And even though we are creating art for them, we are always aware that they are clients that we are serving. You can read about this from our clients on my website by clicking here.

And by being organized before the wedding, our clients can relax on their big day knowing that we are getting everything they care about covered photographically.

Comment by tonja kueper on May 26, 2010 at 11:41pm: I have found that the bride will understand her needs and dreams with the help of a wonderful planner...a planner that can be DYI or Specail Order....all of my brides become one of my clients for ever and some become a friend. Having a bride that has faith in you is the key to making it happen for her and the groom! I have learned that you must be truthful even when it might sting a bit...cake or no cake it is still someones dream to walk into the arms of the one they love!