Psssst – I Know an Amazing Planner! Growing Your Wedding Planning Business Through Word of Mouth

By Mary Brophy


In the business of wedding planning, personal referrals are one of the most popular ways to attract new business. After all, unlike many businesses, most of your customers will only use your services once. That's why it's so important that they tell their cousins, sisters, best friends, and waitresses about the amazing experience they had with you, their wedding consultant.

When The Party's Over...

After the speeches have been made, the photos have been framed, and the dress has been sent to the cleaner, one of the most important jobs of the wedding planner begins. Maintaining contact with your bride after the wedding is an important step. Send her a card in the mail to let her know how much you enjoyed her special day. Give her a call to find out how the honeymoon was. Ask if there are any loose ends that need to be tied up with vendors. She'll be thrilled that you still care, even after the event is complete.

From One Bride to Another...

If your bride has had a positive experience with you (and we're betting she has), she'll likely be thrilled to give a glowing report of how wonderful her wedding was. Reading other peoples' testimonials probably helped her choose your services, so she'll likely be planning to support you anyway. Many brides will even send you a thank you card on their own initiative.

Sending a survey by email is a great way to obtain comments, and learn about ways you could develop your business. You can then use the bride's comments on your promotional material, your website, and your portfolio (just be sure to get her permission). You might even treat her to a coffee to have a "post mortum" on how everything went on her wedding day. This will not only make her feel like she is a high priority, but you will also gain some valuable insight into how you can improve your services – what worked, and what didn't. Let her know about any referral programs that you have in place. Leave her with a lasting impression by picking up the tab.

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Special Offerings

You might need to "sweeten the deal" a little to encourage brides to send their friends your way. Join forces with a local spa by offering discount coupons or a certificate on their services when a bride refers a friend. When a new bride signs up with you, be sure to ask her if anyone referred your services to them. If the answer is yes, find out who it was - and send her a little personalized note with a spa certificate. Chances are, she'll love the gesture and send even more friends your way! You might also enter all referring brides in an annual draw to win a spa getaway or a fancy dinner out.

A Valuable Asset

Consider your previous brides a valuable base from which you can draw new clients. Be sure to keep all their contact information and be in touch whenever you can. Hosting an event in your home, at your office, or at a local venue can be a great way to attract new business. Invite past brides to come with a friend to see a new venue, have a lesson on wedding etiquette, or visit a local winery.

When a wedding client hosts a high end wedding, consider sending her a personalized gift, like a monogrammed cosmetic bag. With a frequently used and memorable gift, you will be in her thoughts when her friends and family start to plan their weddings.

Using a few or all of these ideas, you will meet potential new clients, stay in touch with potential referrers, and keep your name buzzing in the community.

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