NEWS, ANALYSIS, and OPINION:
I first met staff members from Get Married at the Wedding MBA Conference 2008, in Phoenix. It was an exciting, new company, rooted in television, with a companion website, getmarried.com.
The company, founded by husband and wife team, Stacie and Dave Francombe had its roots in Atlanta, GA, building a regional starting point with a TV show, Get Married Atlanta (2006-2007). Its big breakthrough was the launch of a national show (October 1, 2007) on Lifetime Television, hosted for its first season by David Tutera. Tutera now hosts My Fair Wedding on WeTV. For the second season Get Married replaced Tutera with Colin Cowie and co-host Deanna Pappas. Tutera and Cowie are both high profile wedding and event designers.
Roughly concurrent with the foray into national television was the sale of the company from its originators to Taylor Corporation. The nature of the sale was ‘in the background’ and not obvious to Get Married advertisers.
In October 2009, Get Married announced the launch of national magazine, published quarterly. The magazine would make it the first wedding media company with a presence in TV, print, and the internet.
For seasons three (2010), the company turned to its founder, Stacie Francombe to host the show. The show turned away from a celebrity host, and focused more directly on featured brides. Francombe was also the center-point for Get Married’s New Year’s Eve Promotion: Get Married in Time Square. Though complicated by incredibly bad weather, in the NorthEast, Get Married managed to get through its promotion, successfully.
Shortly after the 2011 new year, Francombe and Get Married parted ways. As well, TV show was discontinued. Get Married was now being managed by Anita Brady. She had come on board, as President in June 2010.
The company sought to redesign its website, getmarried.com, and launched a fresh version in late spring 2011.
ANALYSIS: It seems that the redesign of the website was too little, too late. The absence of the TV show, the changing direction of the magazine, and underachieving website traffic were all sapping the energy of Get Married Media, Inc.
There are many competitors in the wedding niche and Get Married was unable to keep up. The Knot continues to bolster its print and internet presence. WeddingWire.com , an internet-only company, has eschewed a magazine presence, entirely. It is one of the fastest growing companies (a technology company, in the wedding niche), continually accumulating strategic partnerships along the way. National media company, The Perfect Wedding Guide, has a newly-minted square format for its publication (localized by market), has a solid website, and produces bridal shows of various sizes, in many of its markets.
The competition seems endless, and with its fortunes flagging, Get Married Media, Inc. closes its doors December 16, 2011.
There many stories to be told and many lessons to be learned from Get Married.
Wedding Marketing Expert
The Wedding Marketing Blog
Regular Contributor – Wedding Marketing Expert
The Knot B2B