Wedding Industry Insider Podcast

WII 075: Eddie Babbage and Brooke Richie-Babbage Reveal Their Most Valuable Lessons as Entrepreneurs

You know that Timeline Genius saves you time and easily creates professional, personalized timelines. But did you know the story of how Timeline Genius became the company it is today? If you’re a wedding planner, whether you’re just starting out or have years of experience, we think you’ll want to hear this interview.

So, we invite you to tune in for our very special 75th podcast episode with Eddie Babbage and Brooke Richie-Babbage!

Eddie is the Founder of Timeline Genius, a software company that’s 100% dedicated to making it easy to create customized wedding timelines. A graduate of both Duke and Harvard Law School, Eddie is a serial entrepreneur and former lawyer. Inspired by conversations with hundreds of planners, he created the Timeline Genius software to streamline the process of creating personalized timelines.

Brooke is a strategic coach and executive consultant for nonprofit leaders around the country. With degrees from Yale, Harvard, and Harvard Law School, Brooke’s experience includes starting her own nonprofit and supporting Timeline Genius. She also hosts the Nonprofit Mastermind Podcast.

In this episode, Eddie and Brooke talk about the foundation and mission of Timeline Genius. In particular, they share about their experience as entrepreneurs and why Timeline Genius is, above all, smart with heart.


Wedding Industry Insider Podcast

WII 074: Laurie Arons Discusses the Importance of Loving What You Do and Taking Risks

What do you think is the most important factor in a wedding planner’s success? This week’s guest, whose clientele includes Sofia Coppola, Vanessa Getty, and Christy Turlington, says it all comes down to her love for bringing people together and creating once-in-a-lifetime moments.

So, be sure to tune in, because this episode is one you don’t want to miss!

Laurie Arons is the Founder of Laurie Arons Special Events, a full-service event planning company based in California. With over 25 years of industry experience, Laurie is also an educator who designs and hosts an annual destination Wedding Planner Masterclass.  Additionally, she is recognized in three premier lists of top wedding planners: Vogue, Martha Stewart Weddings, and Harper’s Bazaar. In similar fashion, her work is featured in countless publications, including W, Vogue, Martha Stewart Weddings, C Weddings, People, Glamour, Town & Country Weddings, Geraldine Magazine and InStyle Weddings.

In this episode, Laurie talks about how her love of wedding planning motivates everything else, including launching her company and tackling the design challenges that have made her a leader in the wedding industry.


Wedding Industry Biz

How to Use Analytics to Optimize Your Messaging

You’re a smart, established professional who runs a successful business. So, why is it so hard to know what your ideal clients want to hear?

You try to be useful. You try to educate. You try to showcase your best work. But something’s not working the way you think it should.

Well, sometimes a big mistake that wedding planners make is unintentionally focusing too much on themselves. They emphasize what they like, what they want, and what they think is important. In essence, their marketing is all about them.

Instead, with a few small tweaks, you can start targeting your ideal clients with strategic messaging that makes them feel seen and understood.

Because when you make your ideal clients feel understood, it builds trust in you and your services.  Importantly, it’s how you can demonstrate, rather than just talk about, the value you offer.

But, how do you know what will make them feel this way? Fortunately, it’s easier than might think – you already have valuable information at your fingertips.

Here’s how to maximize your presence throughout your marketing channels, with the help of some light research and a little bit of data.

Your blog

Since your blog lives on your website, you can use Google Analytics to get an idea of the content that resonates with your audience best. The first thing you’ll want to look at is a traffic report to identify the blog posts that received the most visitors. These numbers can hint at the topic categories that garnered the most interest, but it’s important to note that traffic per post can also differ because of your promotional efforts. A heavily-promoted blog post will naturally see more visitors than one that is only shared once or twice.

For this reason, you’ll want to look at a few other metrics: time spent on each post, bounce rates, and conversion rates. If you notice that a blog post saw a much higher average time spent on the page, it’s a good sign that visitors stayed around for a thorough read. Lower times and high bounce rates signify a post that doesn’t keep a reader’s interest.
So, conversion rates are a vital piece of data as it’s where the money lies. Check out the blog posts that garnered the most conversions —what sets them apart? You might have had a particularly strong call-to-action, or perhaps it was a well-written piece that nailed your ideal client’s pain points. Follow the data to the highest-performing posts and continue to replicate the success.

Your social media

All of the top social media platforms have built-in analytic dashboards that are pretty robust, providing valuable data points to inform your marketing strategy. Review your top-performing posts to see what kind of content draws in the most engagement. Perhaps your audience loves sharing input when you ask them leading questions in a post. Maybe your weekly advice posts attract a lot of attention. Take note of the type of content that is most interesting to your audience, and adjust your content strategy to align with it going forward.

Of course, social media likes don’t translate to cold hard cash. That’s what conversion rates are for! Take it one step further by looking at the Social data report to see which social media platform sends the most traffic and conversions. You can then match up the dates with your social media posts to identify the content that truly drove the most conversions.

Once you’ve gathered enough data to tell you what your audience loves (and what they don’t), you’ll be able to answer the three core questions that drive a great marketing strategy:

  1. What should I start doing?
  2. What should I improve?
  3. What should I stop doing?
As you learn more and more about your audience’s preferences, your messaging and overall marketing strategy will hone in on your ideal client with precision, and your bottom line will grow accordingly. All it takes is paying a little bit of attention to your data, and you’ll be well on your way to a more profitable future.


Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, and the ABC Conference.

Wedding Industry Insider Podcast

WII 073: Leah Weinberg Gets Candid About the Emotional Cost of Wedding Planning

Know the feeling of taking the blame, as a wedding planner, for something that wasn’t really your fault? Wondering how to combat the emotional overwhelm that’s sometimes par for the course? 

If so, then be sure to tune in for this podcast episode!

Leah Weinberg is the Owner and Creative Director of Color Pop Events. A former commercial real estate attorney, Leah has quickly become a wedding planning industry leader. She has been recognized in BizBash’s Top 500 Event Pros in the US as well as “25 Young Event Pros to Watch” by Special Events Magazine. She is also the author of The Wedding Roller Coaster, and her planning tips have been featured in publications such as Vogue, The New York Times, CNBC, and People.

In this episode, Leah talks about the emotional territory of wedding planning – for both couples and planners – and explains ways to navigate it. Additionally, she breaks down how to maximize the value of producing your own styled shoots.


Wedding Industry Insider Podcast

WII 072: Tasha Bracken Challenges You to Invest in the Brand That You Want to Build

Feel like you’ve ramped up your business too quickly? Or like you’ve given so much you’re burned-out?

If so, then be sure to listen to this podcast episode!

Tasha Bracken is the Owner and Principle Event Producer at Tasha Bracken Events and the Founder of Protégé Collaborative for Planners. She has almost two decades of experience in event planning, and her work has been featured in numerous publications such as Style Me Pretty and Carats & Cake. With a background in PR and Marketing, Tasha is an industry expert in producing weddings as well as nonprofit galas. She has also won the NACE Boston chapter award Wedding of the Year five times.

In this episode, Tasha talks about the way that she rebranded her business and refreshed her love of event production.