I recently planned my own wedding, so I got to experience the other side of the coin. Normally I view planning tools (which also serve as advertising and marketing mediums for vendors) from the vendor’s point of view. I have been in event planning for over 15 years and I am now building a media company that suits the needs of the market. While planning my own wedding, I got to experience the frustrations of the battle from a new point of view.
Wedding planning tools (known to vendors as media) 10 years ago consisted of print and bridal shows. Every engaged couple grabbed magazines to read articles, look for ideas, and even read advertisements to learn about vendors. The next step was to find a bridal show to attend where those couples could take their pictures and ideas, shake hands with the vendors and get pricing. The final step was to choose the vendors they liked and hire them. But then…..along came the internet!
Since most couples now are working full-time jobs, maintaining their own households, and busier than ever, the internet and modern technology proved to be the best new wedding planning tool imaginable. However, in the information and technology age, where does traditional media find itself?
As a bride and business owner, I had very little time, especially during work hours, to do research and make phone calls. I found it easier to do searches online at night and on the weekend. This meant that I needed to find pricing and information without having to reach out for a personal contact. I didn’t want to take the time to wait for responses; I just wanted to find what I needed and make a decision.
My advice to engaged couples…..
- Look for local websites (like our online network www.partyandwedding.com) that are focused on your region. You won’t need to wade through vendors and information not relevant to your market. National sites are great for looking at pictures and getting ideas, but your searches will give you results in too broad of an area.
- The old way of doing things is still good, but look for companies that are using modern technology. Look for media that uses online blogs, video, audio, and social networking. Attending bridal shows is a time-saving tool, but look for shows that also offer an online show and a video show such as Party & Wedding Faire (www.partyandwedding.com).
- Don’t be afraid or overwhelmed when vendors send you information. When you register on sites (including ours), your information gets passed along to the vendors who advertise there. This is a GOOD THING! They will send you information that you can save, compare, and use. File the emails away and use them to make decisions.
My advice to wedding vendors….
- Learn about modern media. In order to appeal to the modern-day bride, you have to be where she is looking. That means you MUST embrace internet advertising, new uses of video and audio, and social networking.
- Do not settle for media that still uses strategies from 10 years ago. Look for media companies that are using modern online strategies and planning to place the media in proven places. Brides watch reality TV shows and look on the internet for ideas and vendor information.
- You get what you pay for. Be sure to consider that companies who use modern technology and strategies are obviously not the cheapest out there. Instead, choose options that deliver leads so you can get your ROI quickly and ask for payment plans.
My biggest lesson was this…. If media companies provide tools that meet the needs of the modern couple, those same tools will also provide the maximum ROI for the vendors who advertise there.
Written by: Julia Jones, owner of The Trade Secrets, producers of Sacramento Weddings Magazine, Party & Wedding TV, and the Online Bridal Show Network. To read more visit www.partyandwedding.com.
