By: Tracey Manailescu, WPIC Co-founder and Vice President
We hear over and over from well-meaning experts how it’s crucial to find your target market and speak to them, and only them, in your marketing and branding.
What if they were wrong in their approach? What if they were missing something?
How do your couples find you? For me (specifically in the past three years) it has been mothers of the bride or groom, wedding photographers, wedding venue coordinators, best friends of the couple, the couples themselves, and of course, social media.
Have you just had an Ah-ha moment? It happened to me, too.
What does this mean? This means that your marketing and branding should be a little bit broader to attract the decision makers in your couples tribe. These are their people who influence and guide their decisions. They are also the wedding pros who have enjoyed working with you, and want to do so again. You need to be paying attention.
When you make your next social media post, story or article for your blog, try to include some content and wording for the moms of the couples, the best friends and wedding pros that you have already worked with, or want to work with in the future.
Friends and family of the couple will always have their very best interests in mind, so it could be as simple as showing that you are a team player and love to work together to ensure it is the best day ever. Some ideas would be to share how the Maid of Honour helped solve a problem at the wedding, or was the go-to person that you felt most comfortable with. Maybe it was the Mom of the Groom who went above and beyond by making personal gifts for the wedding party, or surprised the couple with a strolling magician during cocktail hour because the Groom is a hobbyist magician (and you worked with her and the venue to squeeze it into the schedule). Tell everyone about it!
The staff at the wedding venue always seems to get left out aside from the gorgeous photos showcasing it. Show love and appreciation to the wedding venue main contact (or the entire team) with a dedicated shout-out!
All of the people above are your cheerleaders, and you need to be theirs. Emotional branding and story telling are where it’s at, so share the love!