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 My Tanning Girl (100 % Mobile) on November 2, 2009 at 12:05pm: Well put!

Comment by Kattia Gordon on November 2, 2009 at 12:24pm: This is a great article thank you for sharing

Comment by Rev. Marian Hale on November 2, 2009 at 12:29pm: Thoughful article, thank you!

Comment by Nancy Anne Tice on November 2, 2009 at 1:12pm: We are a booking agency for professional musicians. We always say the band or DJ will play as many of their requests as possible, and even learn a special song, like the one for the first dance. We also ask them to tell us what they don't want played, we wouldn't want to play the favorite song of an old boyfriend, or songs with offending lyrics. We also say they can relax and not worry about the music... all of the fine artists on our roster are very experienced, professional and easy to work with. Even if they are nervous, the musicians will not be. Appointing a trusted liason that can be the couple's connection to the musicians during the reception can also reduce stress, and let the bride know HER opinions count. Nancy Tice www.nwam.com

Comment by Betsy diFrancesca, Hair & Makeup on November 2, 2009 at 6:47pm: I'm a hair stylist and makeup artist. When the bride contacts me to set up a trial run I ask her to bring pictures of how she thinks she would like to look on her wedding day., keeping in mind that the pictures she chooses are similar to her hair texture and length. The makeup styles she chooses should also be shown on a model with similar coloring and face shape. I find that the bride then feels she has a little more control rather than feeling totally vulnerable. I then take pictures and print them right there so that she can take them home to decide which look she'd like on her wedding day. Also, she can take the time to decide whether or not she'd like to work with me. I send her home with a contract and tell her that if she'd like me to save the date, please send the contract with a deposit. If she decides not to use me, that's okay, too. The important thing is that she feels comfortable with whoever she chooses. To me, it's all about the bride and the more she feels like she played a major part in this decision making process, the happier she'll be.

Comment by Marney White on November 2, 2009 at 10:35pm: You know, you're spot-on about brides placing value of relationships generally. Brides are definitely looking to really connect with their vendors. Being able to hand-hold a bit when necessary is highly valued...brides appreciate that you're willing to take the time with them. An extra half hour of your time spent on the phone with your client one day could pay off in multiple referrals, not only to other brides, but also to referral relationships with other vendors! Moreover, referring other quality vendors is always appreciated, as it lessens bridal stress.

Comment by Alex Fischer on November 3, 2009 at 9:54am: While price is often an issue right now, the connection you make with a bride and the greatest complement I get from the Bride and Groom after the weding is that people felt as though I was an old friend really comfortable to be around. As a photographer, I need to capture the appropriate or desired photographs, Key to accomplishing those goals is being able to comfortably work around the Bride and Groom's agenda. Friendly communication is the key and listening to my client's needs.

I find the biggest failure of vendors is thinking it is their agenda. My wife reminds me regularly that it is not and that I am to be of service. Having worked in the political arena it is the only way you survive even when you disagree with someone. The key is finding a way, being flexible and creative to insure both needs are met and the first thing required is checking one's own ego and then asking myself what options are there to working it out and providing the bride with a couple of options and going from there.

Comment by Samantha Jones on November 3, 2009 at 11:35am: Good food for thought!

Comment by Barbara Ann Fackler on November 3, 2009 at 11:38am: Nancy Ann is right on when it comes to music. The couples that I work with want to personalize their ceremony or reception with music. I love working with them to choose music that reflects their ideas of what their vision for their celebration. Often music is the part of the day that people remember the longest. It lingers in memories and so it's important to work with musicians that are willing to listen to the client.

Comment by Michelle Posey on November 3, 2009 at 11:44am: Thanks. This has given me a lot of insight into why the brides who have booked me for next year are making that decision. I will be emphasizing those things in my upcoming client meetings.