Rising Above the Competition: Promoting your Wedding Consulting Business

By Mary Brophy

Growing your wedding consulting business is all about word of mouth, image, and professionalism.

Identify Your Target Bride

There are many different types of brides out there, and you can carve a niche for yourself by crafting your brand to appeal to a certain demographic. Determine who your target is by deciding if you want to appeal to the bride who has a generous budget, or who understands that hiring a wedding consultant can save her money. Rising above the competition means differentiating your business – this can be done by showcasing your own particular style, appealing to theme oriented brides, or even creating an eco-friendly image for yourself.

Develop an Advertising Strategy

Advertising in local bridal publications can be expensive, but can be a good way to gain exposure in your regional market. If there are a few different publications available, you may need to focus your efforts on the one that appeals more to your target (for example, one magazine may be geared towards the luxury market while one is to the budget-conscious bride). Be sure to have your brides leave you testimonials, which can later be worked into your marketing materials. Future brides will feel a sense of trust hearing how other brides enjoyed their experience with you.

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Press Worthy

Work on developing a relationship with magazines, websites, and newspapers by letting them know you are available if they ever need a quote from a professional. You might also consider submitting articles for publication, which will of course include a byline and your contact information. Bridal magazines and websites often accept "real wedding" submissions, so don't be shy – find out what the guidelines are and start sending in samples of your work! These editorial-style spreads can be pivotal in reaching new clientele, developing your brand, and adding to your portfolio.

Creating press releases, which can be distributed both on and offline, is a great way to add a professional flare to your business. Whenever something you do is press worthy (such as landing a celebrity contract, being quoted in a national publication, or organizing a press-worthy wedding) send the information off to the media and follow up to see if its a fit. Make your press releases engaging, professional, and to the point.

Be Community Minded

From bakeries and caterers to photographers and videographers, it is important to build your network of wedding professionals. You may even be able to develop strategic alliances with some vendors – a bakery might agree to have your business cards available, or a photographer might be happy to recommend your services. Attend as many functions as you can to grow your name, meet new people, and develop healthy working relationships. Art gallery openings, book signings, and community business meetings are all great places to grow your business within the community.

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Let the Shows Begin!

Having a presence at local bridal shows is one of the best things you can do to promote your business. Make sure your booth is creative and professional – brides will be comparing what you do with a booth to what you might do with their wedding! Go prepared, with lots of hand outs, brochures, and information about your rates. Put an interesting spin on your booth by offering free wedding consultation appointments - brides can return to your booth at a set time and receive a "taste" of what you could do for them.

Have some fun while bringing visitors to your booth! People love to receive free things at these events – so think up something creative that they will keep, such as a booklet with wedding tips or a monogrammed chocolate bar. You could even hire a manicurist to give mini manicures in your booth. If you are enjoying the show, people will notice.

If you find our articles for wedding planners useful, we would love to hear your ideas about what is interesting and helpful. Also, please feel free to read other topics by clicking on "Article" on this page's footer. Finally, please browse our bridal accessories for brides, bridesmaids and mothers of the bride or groom. They make unique and personalized gifts for any woman.

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