Do you have a good marketing plan? Are you attracting couples on a regular basis? Personally, I found it difficult to create a successful marketing strategy when I first entered the wedding industry. I started up my business, Perrier Planning Inc., four years ago and at the time I had no idea how to attract clients. My first plan of action was to hand out my business card and explain our mission statement to anyone that would listen: “Creating Unforgettable Memories with An Eco-Friendly Mindset”. I booked my first clients chatting with an engaged couple at a wine bar in Niagara. After taking the WPIC Certification course I was connected to a large Alumni group where I gained more experience assisting for other companies. I soon realized that I needed a good marketing plan to grow the business at the rate I wanted.
In 2022, the Perrier Planning Inc. marketing plan focused on these three things to book clients: paid online advertisement through Wedding Wire, free advertisement through social media (Instagram & Facebook) and vendor/past client referrals. A good marketing plan also includes a SEO tactic and content strategy; however, I contract this out to other professionals and won’t touch on these topics in this blog post.
Paid Online Advertisement
Here are the options I have come across:
- Wedding Wire
- Local wedding advertisement sites in your city. For example, Event Source is for Toronto vendors
- Joining a publication community that’s focused on your niche, such as Wedding Sparrow for fine art wedding professionals. You pay a fee to join and then receive advertisement on their blog and/or magazine publication as part of their curated vendor list.
Out of these options I have found that Wedding Wire has generated the most leads for us. In 2022, we received 96 inquires. We tend to stay away from paying for Facebook and Instagram ads, as we don’t see a large return from this.
Free Advertisement Through Social Media
This is SO important, as most couples look for inspiration on social media. You should have a consistent posting routine on Instagram, Facebook, and Pinterest. Tik Tok is great too, if you have the time. I have stayed very consistent on Instagram since I started my account, posting on my feed or to stories at least every three days. I have booked three clients who found the company through Instagram.
From my experience, these are the aspects that make your Instagram page stand out:
- Posting high quality professional branding photos (with updated team photos every year)
- Having your client work or editorial shoot featured by a publication and linking that company page in your profile bio (this is a sign to submit your work!!)
- Matching story highlight designs for your bubbles on your Instagram profile (ours were made specifically for Instagram by our graphic designer)
- Making reels (even short ones are great!)
- Posting on your stories regularly to keep followers engaged
Networking, networking, networking – this is a free way to spread word about your business. You are your own best advertising tool and if you are passionate and optimistic it can really win people over. We send our past and present clients Christmas cards every year to keep in touch; remember to keep in touch with your past clients too, as this is often forgotten.
One of our strong selling points when we meet with clients is our software program and planning tool called Aisle Planner. During our free consultation meetings with perspective clients, we share our screen over zoom and show them our planning process through Aisle Planner. Couples love this feature and it’s easy for them to show friends and family this online tool.
Having a good software program or planning tool will also attract vendor referrals, as they see how organized your checklists and timelines are when they receive pre-wedding documents. I have had many positive vendors comment on my Aisle Planner timelines, with referrals to follow.
Treating all vendors with kindness, even in stressful situations, will go a long way. Connect with other companies on social media and comment on their stories, invite like-minded professionals out for coffee and attend industry parties to connect with more vendors. The best part about receiving client referrals from vendors is that the clients enter the planning process with more trust in your reputation.
Comment below to let us know if these tips were helpful!
Holly Perrier is the owner of Perrier Planning Inc. – an eco conscious wedding and event planning company – that has branch locations in Toronto, Vancouver and Calgary. Perrier Planning aims to make the most important events in their clients’ lives as memorable and enjoyable as possible, while taking the time to drastically lower their event’s carbon footprint. Holly currently lives in Alberta with her girlfriend and two dogs, and travels to Toronto and Vancouver several times a year.