The Wedding Industry: High Pressure Sales Tactics
Brian McGovern
An eye opening post today over at aPracticalWedding.com
What do brides think of the way the wedding business has changed in the last 50 years? Here are some choice quotes from the blog…. this is a wealth of information for any wedding professional.
Maybe there’s a good opportunity to market your services to brides who don’t want to outdo Tina & Tony’s Wedding?
Listening to your clients wants, likes and dislikes is critical to a successful marketing plan for wedding professionals. Here’s what some of the market is saying about the wedding industry …
“the wedding industry has changed our societal perceptions of a ritual that is designed to unite two people in a sacred or secular rite, into something resembling a massive theatrical production.”
“my worst WIC experience was at Filene’s Running of the Brides when we got in line and all of the local wedding vendors hang out and bug you while you’re in line and you can’t go anywhere! No matter how much we said no, they kept pushing! It was awful.”
“I don’t think it is unreasonable to plan a wedding to take place the same year. I resent the industry and people treating my special day as something shabby or shameful.”
“The one thing that has been incredibly difficult in the planning process has been the feeling that it’s necessary to choose sides, to be entirely independent and DIY, or to subscribe to the WIC idea of what a wedding should be in full”
I encourage you to read the original post and all the eye-opening comments at http://www.apracticalwedding.com/2009/04/wedding-industrial-complex-as-it-were.html
Now, you know me. It’s my business to help wedding and event professionals make more money. I’m all about finding ways to attract more clients – and getting them to spend more with you.
What do you think? Are we the cause or the effect of the mega-wedding (trust me, it will be back in a few more quarters) ? Are lavish weddings bad? Are small weddings tacky?
Don't be a jerk!
Don't be a jerk!
High Pressure & Low Returns
But on a more practical note … are high-pressure sales tactics really the way to grow your business?
While pressuring and manipulating a young bride to overspend does bring in short-term profits -how does it affect your word of mouth marketing?
Are your pushy salespeople killing long-term loyalty for short term profits? Is that extra dollar worth a bad reputation?
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To some extent we are the cause of the mega-wedding trend. I also lay a lot of the blame on the bridal media.
My concern is that if the current economic slide holds on for to much longer we may be in for a backlash. Then rather than the ultra lavish affairs returning they will remain out of favor for a good long while.
To be honest, I don’t think the Wedding Industry manipulates brides into paying a fortune. That is their choice, and so it should be. The wedding industry is a huge business that simply caters to a couples wishes. If they want a small, intimate wedding, they should be free to have that. Likewise, if they want a lavish, extravagent, once-in-a-lifetime event, give them one. I agree that it is of no right to manipulate the bride into having a huge wedding, but, in my opinion, the point is no one does. Whatever the couple wants, that is what they are entitled to get.