A wedding photographer recently asked me, “Is it bad to have a bridal show table next to another wedding photographer?” A small stationery company recently asked me if they should worry that their banner advertisement was next to their competitor’s banner advertisement. For both questions, my answer was no. Don’t worry. Don’t worry at all.
Instead, focus your energy on these four winning strategies:
1. Have a unique offering.
Every photographer has their own style. Every wedding planner has they own flair. Every celebrant adds their own special touch. What is exceptional about your wedding services? Think about that and focus on it. Know what you’re good at and play that up.
2. Know your ideal bride.
This means that you need to have a deep understanding of the type of bride that will want your wedding services (aka your ideal bride). Because let’s face it, a wedding vendor that is the right fit for one bride might not be the right fit for another bride. A bride’s personal preference will ultimately determine which wedding vendor’s unique offering is best suited for her. The key is to get to know the kind of bride that IS the right fit for your services. Know her needs and wants better than your competitors know them.
3. Be confident about your unique offering.
Feel good about your unique talents. Remember that there’s a reason why you chose this profession and don’t lose sight of that. Know it. Work it. Own it!
4. Communicate and showcase your unique offering to your ideal bride.
This needs to come through loud and clear in your advertising and marketing. After going through this process, you’ll be surprised how you will start to stand out and shine – even when you are next to your competitors.
Now, don’t get me wrong. I’m not saying that you should ignore your competition. You should constantly observe what else is being offered in the wedding industry. Checking out what competitors are doing and what their reputation is has never been easier. Websites with reviews and testimonials can be incredibly helpful for this. Observe your competition and then refer back to the four steps above. Continuously fine-tune your unique offering --> know your ideal bride --> build your confidence and --> refine your communications.
If this system doesn’t work for you, then find out why wedding clients aren’t interested. Put in place a formal process to ask wedding clients why they are no longer interested or why they chose a competitor’s product. This can be done by phone or by online questionnaire. You’ll soon identify patterns suggesting weaknesses that you should fix.
These steps are certainly attainable. The bottom line is that you need to know yourself and your strengths. And don’t waste your energy worrying. Instead, use that energy to acquire and service new wedding clients!
Do you have any tips about standing out while next to your competition?
If so, please share those tips 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, 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.