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 Steve and Maggie Burk on November 18, 2009 at 9:00pm: I have noticed that brides are spending more time educating themselves and finding vendors that offer a good quality product- often as similar to a higher priced vendor- for an affordable price. I think you are correct, price is not the only important aspect. However, by looking around and finding bargains, brides are saving money and still getting good quality products.
Brides are requesting and commenting more on the images that include their family and friends in more candid moments- family and friends are important!!!

Comment by My Wedding Favors on November 23, 2009 at 11:50am: So true! We do fact-finding surveys frequently throughout the year to discover what brides are looking for in wedding favors, so we can make sure we have a comprehensive selection on our site. But we still keep affordability in mind. These days, price would very likely be Number 4!

Comment by Danielle Richards on November 23, 2009 at 11:57am: I'm hearing lots more about the relationship/intimacy aspect from clients, and this definitely carries over to the connection they feel with their vendors. As a photographer, I'm the only vendor a couple will have a relationship with after the wedding is over, so it is important to them to choose someone they feel comfortable working with and who makes them feel special. It is very easy for me to help them personalize their wedding... making a custom sign-in book with portraits from their engagement session or a digital slide show during the reception are just a couple of examples.

Comment by sarah Bunnett _ Gibson on November 24, 2009 at 10:26pm: As an Officiant ,IT is always very Important to me that I slowly and gently Build trust, with them as acouple . Each step along the way I carefully KEEP any Promise I may have made to them ! They need total trust that I would never ever , Let them Down ! ie "Sub out " when a much more Fun , Higher paying or even a TEMTPING weddi ng with a plane ticket ! ---came along .This is hard ! because I actually COMMITTT 100 % to them , ! YES --- the pay back is in th e caring , intimacy , The very real lcaring loving interaction that can show up for me and for them too ! THISis what this work Officiating / MINISTERING / Is all about !--- Anyway!
SO Thanks --- for creating this great discussison! and Forum ! Christina
Much appreciated !
SARAH BUNNETTT -GIBSON
----COMMMITTED --1 00 % ! OFFICIANT !

Comment by Rev. Angela Chester on December 3, 2009 at 5:35pm: Thanks for sharing this with us.

Comment by Gisele Perez on December 14, 2009 at 11:43am: Thanks, Christine,

I have always believed that brides (and grooms) should work to create a personalized wedding. Your post spurs me to think how I can continually come up with those personal touches.

Best,

G.

Comment by Joseph G. Cancellare Jr. on December 14, 2009 at 3:00pm: I agree that today Brides as most people are cautious with there money. However at the end of the day it's the photographs / video that is going to passed down to generations. And for us when we hear a Bride say "it was very difficult to make up our minds as to what images to choose for our album" "can't make up our minds". These words mean to us we did our job well.

Comment by Party Planners Plus on December 14, 2009 at 9:07pm: Great advice!

Comment by Custom Couture Bridal on December 14, 2009 at 9:27pm: Thanks Christine! I couldn't agree more. Our wedding dresses are all custom-made, so yes, I can definitely see how brides want to benefit from an offering that is "tailor made", so to speak :) I think the more vendors put the bride in the driver's seat, the more business they will see coming their way.

Comment by Lorraine McCullough on January 7, 2010 at 11:05am: I always say.. "the Wedding & Event of your Dreams, done the right way. your way!

Then reality is that... Brides need to follow their instincts, plus know that trust is the key foundation. We vendors know our craft! I always tell brides with budget or not, recession or not. Check references then, hire!!!