Wedding Industry Biz

7 Ways to Build an Email List for Busy Wedding Planners

Relationships = Sales

 

If people know you, they are more likely to buy from you.  But, you have so many other things to do to run your business.  How do you build relationships without spending all of your time in meetings? There are so many regulations to stay on top of, adjustments to make, and operations to run that fostering genuine connection can seem impossible.  Turn to digital relationship building via email marketing to engage your audience with less stress.

READ MORE “7 Ways to Build an Email List for Busy Wedding Planners”

Wedding Industry Biz

Gen Z: How to Connect with the Tech-Driven Generation

For some, the phrase ‘Gen Z’ may feel like uncharted territory, and maybe even a bit intimidating. It’s been reiterated over and over about their short attention span, their need for automation and ease of access, and how difficult it can be to connect with them.

It’s a common misconception that they’re worlds away from any similarities in regards to older generations – in fact, business owners and entrepreneurs alike have actively been making strides to be tech-driven for years in order to meet the needs of our evolving clients. In many ways, these have been natural progressions, whether that’s implementing new programs or expanding your social media reach by exploring new apps.

But the question remains: how can we consistently keep up with a generation that’s wildly intuitive and tech-driven?

 

How communication has changed with clients

Long gone are the days of handwritten contracts and in-person meetings (thanks, COVID). When you think about it, business owners have really been forced to grow up in a sense due to the restrictions of the pandemic. This alone has created shockwaves in the event industry, especially as we’re accustomed to planning face-to-face with our clients. Now, we’re suddenly relying on tech for things we wouldn’t necessarily have before. Whether you want to believe it or not, we’re now in the Generation Z mindset.

Emily Loxtercamp of The Renaissance says, “Being a part of Gen Z myself, even with everyday situations I find myself in, I will adapt the way I communicate with my peers depending on what generation they’re in, and I do it at my workplace as well. With younger clients, a lot of emojis and abbreviations (or texting lingo) are used, whereas with clients in generations before Gen Z, I’ll format my messages to them more of an email style.”

Jamie O’Neill of The Bridal Finery agrees, noting: “In previous years, communication with clients has always been very professional with only speaking during business hours and through telephone or email. Being a bridal boutique, we tend to chat with our brides whenever and however it’s easiest for them. This means chatting with our clients based on their preferred form of communication. For some clients, they prefer to reach out to us through DM on Instagram at midnight when they’re off work and laying in bed. For other clients, they prefer email over text, text over email, or third party messaging apps like WhatsApp.”

 

Apps that can help you connect with Gen Z

Zoom is a household name now, and there’s no question that it’s been a lifeline for many industry pros that need to continue with client meetings and developing one-on-one connections without skipping a beat. But there are a plethora of other apps that can not only help streamline communication and tasks – they’ll also keep you at the top of mind and never leave your Gen Z client second-guessing.

Kevin Dennis of Fantasy Sound Event Services says, “Evernote is an amazing tool when it comes to planning virtually with a client. Beyond anything that you could put in a text or an email, this app allows you to scribble notes, send voice memos, photos, and keep track of tasks and deadlines. Everything is housed in one place, so there’s no need for multiple programs.”

Shannon Tarrant of WeddingVenueMap.com suggests, “Google Voice has really helped us connect with Gen Z. Their primary preferred communication method is a text message and it was hard to track and save. Because we can use it both on desktop and mobile, it makes it easy for us to track responses by copying and pasting into our CRM. This way we have a record of our conversation!”

JoAnn Gregoli of Elegant Occasions by JoAnn Gregoli lists a couple of her favorite apps: “Allseated is recommended when we are working on the floor plans for the venues, it gives the couple easy access to help with the stressful seating plan. And Paperless Post is what we use to invite guests to other events associated with the wedding. The best part of this platform is the tracking of emails, so you can see who received and opened it and those who did not. It gives them a minute-by-minute [head]count for their events.”

 

Successful social media strategies

For years, it’s been said that social media is the key to attracting the attention of Gen Z, and with so many people stuck at home, it’s never been more true. So, how can you step your game up and generate more traffic?

For Kylie Carlson of The Wedding Academy, Instagram Reels is the next big thing. “Unlike Instagram Stories, Reels don’t disappear after 24 hours. These videos can serve as mini commercials for your business and live on your profile. You can either educate, entertain, or inspire your audience, and it’s fairly user-friendly! My follower count has already gone up since I’ve started incorporating Reels into my feed.”

Loxtercamp adds that they’ve found success with, “Posting interactive Instagram stories such as polls, Q&A segments, etc. TikTok is also an extremely popular social media platform within Gen Z, and I’ve started to make videos that kind of mimic 60-second TikTok videos of different things going on around my workplace. The main thing I’ve been doing is creating ‘setting up’ montages where details and big picture shots of an event or wedding coming together are shown with some kind of catchy song playing with it.”

It goes without saying that we’re more in-tune with tech than we may have been in recent years, so don’t be afraid to use this to your advantage when connecting with your younger clients.

 

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

Wedding Industry Biz

The Ins and Outs of Diversifying Your Business

If COVID has taught us anything in the way of owning a business, it’s that we can no longer remain stagnant with our offerings or our revenue streams. Diversification has been a lifesaver for many, particularly in an industry where our livelihood relies on weddings and events.

That said, it’s understandable that diversifying is no easy feat – it takes a lot of trial and error, market research, and identifying the needs and wants of your clients to ensure that it’s a successful, worthy investment.
READ MORE “The Ins and Outs of Diversifying Your Business”

Wedding Industry Biz

Stay Focused While Working from Home

By now, most of us have settled into a comfortable work-from-home routine due to the pandemic. Yet, even if you’ve been working remote for six months or more, it can still be a challenge to stay focused — especially when you have spouses sharing your workspace and kiddos home for virtual learning. The balance between work and home life has been particularly difficult in the wake of nationwide stay-at-home orders, so you’re not alone if you feel like you’ve been carrying too much weight on your shoulders.

While there isn’t much we can do about returning to work outside the home, there are plenty of tips and tricks that can help you set boundaries at home and find more focus and flow during your working hours (even if it’s at the kitchen table).
READ MORE “Stay Focused While Working from Home”

Wedding Industry Biz

How Terrica Skaggs is Weathering the COVID-19 Storm

Proactive Tips for Your Business Right Now

It’s crazy out there! We know so many of you have been dealing with postponements, cancellations, and straight-up anxiety. It’s affecting everyone and everything in one way or another. But we are here to help you through it!

We reached out to award-winning planner and industry speaker, Terrica Skaggs, to get her tips on how to weather the storm. And here’s what she said:

1. Be proactive in reaching out to your clients.

This is a really uncertain time for everyone, but you can be a source of stability for your clients. I recommend you call your vendors and venues and ask them what future dates they have available. Become knowledgeable about their cancellation and postponement clauses. Then call your clients and offer new dates and explain new options — also, offer help with making the switch. Your clients will be relieved that their event will still go on, and your venues and vendors will be grateful for your effort.

2. Communicate clearly. 

Your clients will have a lot of questions about what this all means for them. Not just clients with immediate events, but clients who may have events later in the year and still need meetings and calls. I suggest you develop a communication system that prioritizes those who need you immediately, but that also sheds light on how this may impact your business going forward. This could mean, for example, going virtual for meetings as opposed to meeting in person. Be sure to detail the actions you’re taking to keep yourself and your clients safe, while also remaining efficient and available.

3. Use this time at home to invest in your education and your business.

Eventually the storm will pass and your bookings will continue. Where will your business be on the other side? I recommend you use this time of postponement to continue to improve your business. Listen to podcasts, work on your marketing and social media, and take online courses in areas where you feel weak. Use this period to devote time to that one project you always said you wanted to do but never had the time for.

Right now, Timeline Genius and The Bridal Society have teamed up to offer a Wedding Day Timeline Certification Course. It’s entirely online and go-at-your-own pace. If you’re looking to level up your accounting, contracts, or automations during this time, here are a couple of hand-picked podcasts on budgetslegal issues, and systems.

4. Stay connected to your tribe.

Social distancing doesn’t mean social disappearing. I personally checked in with my venues and caterers to ask how they were doing and to let them know I was thinking of them. It took me two seconds to type, but the impression was huge. Many of them responded to thank me for being the bright spot in their day. It’s hard for all of us. Whatever we can do to support each other is beyond important right now. The relationships you foster today will be the ones who will help strengthen your brand tomorrow. It’s also good for you — you need to stay connected to those who are going through the same thing as you, those who know the pains and who can also offer different viewpoints and support.

 

Meet Terrica Skaggs 

Terrica’s weddings and expertise have been featured in The Knot, Reader’s Digest, Martha Stewart Weddings, HLN tv, Style Me Pretty and a host of other media outlets. In addition to leading a rockstar team at her planning and design firm, she also owns The White Lounge — a contemporary wedding planning studio for couples and wedding professionals. 

Visit Terrica on Instagram and her website

Stay strong, Timeline Geniuses!#weather-the-storm

 

Wedding Industry Biz

How to Collaborate on Your Wedding Day Timelines With Vendors, Team Members, and Clients

Wedding Day Timelines Are a Team Effort 

As a professional planner, you’re well-aware that creating and executing a thorough wedding day timeline is never just a one-person job. Weddings are complex events that involve multiple parties – from venues and vendors, to the wedding party and event guests. You know that before you can finalize your wedding day timelines, you need to incorporate input from all of these parties. Getting feedback from relevant people helps you ensure that everybody is on the same page, so the big day goes off without a hitch.

But you may be thinking… collaborating on wedding day timelines is easier said than done. Having interviewed hundreds of experienced wedding planners over the last six years, I know this to be true. So I ask you to consider two important questions: First, what makes collaborating on wedding day timelines so challenging, even for seasoned planners? And second, is there a way to do it better, faster, and more easily? (Hint: Keep reading, and you’ll find there is.) READ MORE “How to Collaborate on Your Wedding Day Timelines With Vendors, Team Members, and Clients”

Wedding Industry Insider Podcast

WII 039: Tayler Cusick Hollman Shares Five Steps for Crafting an Effective Marketing Plan

Do you have an effective marketing plan for your business, or are you just doing things ‘on the fly’?

If you wanna execute your marketing the right way — intentionally and strategically — then this podcast episode is for you!
READ MORE “WII 039: Tayler Cusick Hollman Shares Five Steps for Crafting an Effective Marketing Plan”

Wedding Industry Insider Podcast

WII 038: Kathryn Porritt Breaks Down the Four Pillars of Your Marketing Success

Are you ready to take your marketing to the next level? Wanna have a steady stream of your ideal clients coming to you?

If so, then you’ll love this podcast episode!
READ MORE “WII 038: Kathryn Porritt Breaks Down the Four Pillars of Your Marketing Success”