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 Rt. Rev. Dr. Ronald Turcot on November 5, 2009 at 9:13pm: www.tampaweddingofficiants.com.

Comment by La Dolce Vita Weddings on November 7, 2009 at 2:48pm: Great insight especially with the point about making the wedding about the things that are important - family, friends and a great time.

Comment by Destine 2 Design on November 8, 2009 at 11:11pm: I love this post...That's why I started Destine 2 Design Invitations! It's all about the budget! That is the first thing I ask every client...What is your budget? And I ALWAYS work with whatever their budget is and make their Invitations look BEAUTIFUL with out sacrificing quality!

Comment by Connecticut Calligraphy on November 9, 2009 at 11:49am: I agree. Personalizing your event with your own style makes everyone feel more welcome.

Comment by Sharon Danley on November 9, 2009 at 4:34pm: Good article and true - as well as doing your craft exceptionally well. People are drawn to those who have a passion for what they do. Simple and simply elegant.

Comment by Marika, AllOccasionsGiftware.com on November 10, 2009 at 12:41pm: Wonderful article. Thanks for the tips.

Comment by Brian Harris on November 10, 2009 at 1:01pm: As a Wedding Master of Ceremonies / Entertainer / DJ, my goal with my couples is to really get to know them as well as possible. My initial consults can take up to 1.5 hours sometimes! But it's imperative to get to know them, in order to help them personalize their day. Something as small as their 1st dance introduction can be a way to personalize it for them, creating a very tender and caring moment (beyond just saying their names). Most MC/DJs don't know to say anything beyond "And now ___&___ will have their first dance" (how generic!). Some even say the words "Bride & Groom" instead of their actual birth given names!

Beside personalization, the couples that hire me, know that they are going to get someone that is a consummate professional and not turn their reception into a circus by trying to be a comedian on the microphone. They are also able to see the organization that I bring to the table, that instills that confidence they need, to put their reception into my hands, to facilitate that day! When I get a very organized bride, I love it! We don't butt heads, like you'd think. We actually mesh nicely.

It's crazy to think that there are many DJs out there that think their role is just to "play music". And it's a shame to think that brides out there think they can pay a low price for a DJ and get more than music. My couples know they will be taken care of during their reception, from keeping them on task, to checking in with them to make sure they are doing great, seeing if they need drink refills during dinner (if the caterer isn't doing that), and just making them feel like "ROCK STARS".

Which brings me to this - my take on serving the bride & groom on their day. The bride and groom are the "ROCK STARS" for the day! They have their "roadies" (vendors) they have hired to load in and set up the "stage" (venue). They depend on us "roadies" to make sure everything is going to run smooth when it's time to start the "show" (reception). They finally show up in their "tour bus" (limo, party bus, etc) and it's time to "roll out the red carpet" (Grand Entrance) to give them the best evening ever! When everyone (vendors) is working as a team, then the "fans" (guests) have the time of their lives and never forget an awesome celebration like that.

The only sad part is this is a "one show tour". :o)

Comment by Chrystal Lynn Simmons on November 16, 2009 at 1:57pm: I was a bride 3 months ago and I am totally in sync with this article. It is a great reminder on how to market my jewelry to other brides in the future as well...

Comment by Tanya Porter on November 16, 2009 at 2:01pm: Brides like to be treated special. For this reason, I limit the number of weddings I do every year and only book one per week. This way, I can give the personal attention to each of my clients.