Want to grow your wedding / event business? Here’s excellent marketing advice that anyone in bridal business can use. Everyone from DJ’s, wedding photographers, florists, wedding planners and caterers will discover some real gems here.
The wedding planning business is recession proof – but that doesn’t mean that the bridal industry wont experience lower revenues. People are still getting married – but overall they’re spending less.
You don’t have to take it sitting down! Folks – now is the time to get creative, take action and market stronger and smarter than before.
If you want to learn more ways you can promote your event business, I invite you to download a free copy of More Clients Now. You’ll learn over 10 powerful and free ways to promote your business – starting now. I’ve been getting some really great feedback from readers – so grab your copy now and book more – book bigger – book better events now.
Here’s the article … if you like it, be sure to Share it on Twitter
Let me know what you think of it! All the best to you.
Brian
Why Smart Hotel Marketers Are Focusing on the Weddings Market in the Recession of 2009
By Bill Todd
Finding new business prospects in a recession can be a daunting task to say the least. Each day we come to work and reach out to accounts that are cutting expenses and reducing room nights. Yet when you study the last four recessions, it is clear that every hotel is surrounded by prospects that are recession-proof. As sales professionals, we frequently focus on the fact that our existing clients are no longer spending at the levels they did in 2007 and 2008.
Following funerals and liquor stores, weddings are one of the most predictable markets and will generate substantial new sales in 2009. According to the latest update from The Wedding Report, the number of nuptials in the United States will actually increase in 2009 from 2008. In fact, over 2,216,000 weddings will take place this year. If you like spending stimulus packages, you’ll be pleased to know that in 2009 over $56 billion dollars will be spent by American couples on their weddings.
The good news for hoteliers is that a large block of this year’s engagements took place around Christmas and Valentine’s Day. So once the dresses are selected and the location for the ceremony is decided, the bride and groom will turn their attention to the details for their wedding reception and rehearsal dinner. In 2009 the average couple will spend just over $29,000 on their wedding. More than $20,000 of that amount will be allocated for the ceremony and reception, while $1,300 will go to the rehearsal dinner. The average bride and groom will generate over $8,200 in food sales from their reception with an additional $2,200 from the bar and champagne. In 2009 these couples will collectively spend over four billion dollars just to rent the function space for their reception plus and an additional $390 million for hotel rooms on their wedding night.
Hotels with limited function space often get intimidated by these big numbers, but weddings are a great source of new sales for them as well. This year 177,000 weddings will be booked that have fewer than 20 guests.
Recently I took a brief sabbatical from the hotel industry to serve as vice president of sales for a large national wedding photography company. What I learned allowed me to return to the hotel industry and book more weddings in an average week than I used to book in an average year. My advice is to immediately start cultivating relationships with professionals who can refer wedding business to you. These key people can serve as your partners in profit for years to come.
Initially, I recommend focusing on businesses who traditionally communicate with the bride and groom before they begin planning their rehearsal dinner, wedding reception, or honeymoon. A great place to start is with the jeweler who provided the engagement ring. Next, focus on building connections where wedding gowns and bridesmaid dresses can be purchased.
One of my best investments in time was spending every Saturday during the months of January and February in the busiest bridal stores across the country. I arranged with the owner to pay a commission on any business I booked from their customers and prospects alike. I found that generally the bride, mother, and maid-of-honor remained focused on finding just the right dresses. Frequently, however, the father of the bride was present, but seemed more isolated from the shopping. I booked the most business by focusing on these lonely dads. After spending time with the fathers, they would in turn share positive information about my services with the bride and groom. In short they became walking talking billboards for my brand.
During the work week I focused on establishing relationships with jewelers, pastors, limousine companies, and tuxedo rental stores. I also worked with caterers and restaurant managers who had already booked the engagement party. Every one of these professionals has the potential to send you profitable, quality leads. Brides and their parents are generally not experienced event bookers, which is why word-of-mouth referrals are extremely important. These referrals represent a great source of new revenue for your hotel.
I strongly recommend that you also establish a referral network with florists, bakers, musicians, DJs, printers, photographers, and videographers. You can refer business to them and generate a commission back to your hotel. Don’t be timid about asking for a commission. You are providing them with a valuable marketing service and you should be compensated.
Take the time to get to know your competition, which not only includes other hotels, but also other reception venues. Make sure that you and your team understand very clearly the benefits, services, and prices your competitors are charging. As a result, you can put together an attractive package that will win over the bride and groom.
One positive aspect about a recession is that there is no better time to shift market share away from your well known but passive competitors. While they follow conventional wisdom and cut back on sales, reduce services, and scale back on marketing, you can be aggressive and dominate the market. But you better get busy; this recession is going to be over very soon.
Bill Todd is a high energy, humorous, motivational speaker and sales trainer with over a quarter century of front line sales, marketing, customer service and advertising experience. He is the co-author with Stephen Covey of Speaking of Success. Todd is a proud member of the National Speakers Association and was listed in the 2009 edition of Who’s Who in Professional Speaking.
Prior to launching his speaking and training career, Todd served as vice president of sales and marketing for Marriott International’s Corporate Lodging Division. Bill Todd also served as vice president, sales and industry marketing for 5000 + franchisees of Choice International. Todd’s advice and insight on marketing, sales and customer service has frequently been featured on United Airlines’ In-flight Business Channel and Selling Power Magazine. To contact the author: email- BTodd@BTodd.com or call -301-633-5856. Or visit his website http://www.BTodd.com
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