A match made in heaven – marketing for the wedding industry
Weddings are big business. The average wedding now costs a huge £27,100, with the biggest bills being for venue hire, honeymoon and food. If your company relates to the wedding business you will, of course, want a slice of that pie – or should we say, wedding cake.
However, the wedding industry is a notoriously competitive sector. Marketing for the wedding industry needs to be as picture perfect as the big day itself. So, how do you ensure that you’re the one who the couple pick for arguably the biggest days of their lives? Here’s our tips on how to ensure your company is the perfect partner for your prospective prenuptial clients.
Getting to know you
Brand awareness is the first rung on the ladder when it comes to marketing for the wedding industry. A huge number of the companies which couples will turn to for their wedding are typically smaller businesses, such as florists and photographers. So, it can be harder to get on the radar of your target audience without a huge brand behind you.
A great place to start marketing for the wedding industry is on social media. Hashtags let you tap right into the conversations which you need to be part of to be discovered by customers. The wedding industry is naturally very visual so platforms, such as Instagram and Pinterest, are perfect for this. One survey found that 29% of brides use Instagram for wedding inspiration – and #wedding has been used a huge 136 million times to date.
So, create a bank of images, either taken by yourself, professionally, or ones from the real weddings of your clients, with their permission of course. And, get sharing!
To increase reach on Instagram:
- Tag in other suppliers who may engage with or even repost your content
- As well as using broad hashtags, like #wedding, use more specific ones as well which are related to your location e.g. #HampshireBusiness or your services e.g. #BridalFlowers
- Use location tags to increase organic reach as people are now using the platform to search for local businesses
Building on trust
Although brand awareness plays a huge part in getting custom from new clients, things need to go a little bit further than that to cultivate a partnership. Although those popular hashtags provide a great opportunity in marketing for the wedding industry, competition is rife.
Trust is crucial to help a couple to choose their partner for a particular product or service on their big day. A potential customer or client needs to know that they are leaving their wedding in the hands of true professionals. They are paying you to do all of the worrying and organising on their behalf. So, you need to prove that you know what you are doing.
BUILD A FOUNDATION WITH PR
PR can help support building a brand reputation. The wedding press is full of print and online publications which are aching for content from industry experts. Many more publications will also run stories about weddings in the traditional wedding season, which is around April through to October. Or, make the most of occasions such as a Royal Wedding to get on the radar of your target media.
One thing to remember though is that PR is about quality over quantity. Although a quote in The Telegraph is great, comment in a regional bridal publication may be just as valuable in reaching customers or driving traffic to your website. Think about where your target audiences are and what publications or websites they are likely to be reading. Then, use that as your starting point. Position your company’s spokespeople as experts in your field and see those leads coming in.
Tale as old as time
All companies need to know who they are, what image they want to portray, who and how they are speaking to their audiences and what impression they want to create. This is what holds a brand together, or indeed, establishes a new brand in a popular sector. This brand identity needs to be seamless across all of your marketing channels to ensure that your customers recognise and identify you whenever there is a touchpoint. However, this doesn’t mean that your brand has to stand still. This is particularly important in marketing for the wedding industry.
Wedding trends come and go. For example, coloured weddings dresses were a key theme for 2018 – but that doesn’t mean abandoning the more traditional muted palette if your wedding dress shop is renowned for its classic designs. Marketing for the wedding industry needs to be future proof. Whilst it is important to move with the times and provide a modern offering which will grab people’s attention, stay true to your signature style too.
A great way to mix things up is with a nod to the new, quirky or fashionable ideas of the season. But, don’t lose sight of what makes your brand stand out in the crowd. Balance is key so that you are offering the modern bride what she wants to find when scrolling through social media – but not forgetting what makes you different too.
TIP: Get everyone in your organisation on the same page, whether they are in the marketing team or not. Produce a content plan and message house, circulate internal communications, stick to key messages and keep staff updated on any developments. Turn your team members into employee advocates so they can help to build up your brand’s reputation too.
Marketing for the wedding industry is a very defined and specific art. When your clients have money to spend on something so important, a company needs to go above and beyond to offer a memorable experience. You never know, a great service may even lead to future business through word of mouth or from those wedding guests who are sharing snaps on social media too.
Need some help in meeting your match made in heaven when it comes to marketing?
Contact The Typeface Group for expert advice – you will love what we do.
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