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It is impossible for any wedding industry business to not contemplate the challenges that may or may not present themselves in the next year or two.

There are no pat answers, and any blanket assumptions (good or bad) are probably a poor idea. The nation’s economy is unprecedented territory, within the last 8 decades. Predicting the future, realistically, is more crystal ball gazing than anything else.

That being said, I offer this news video clip from New York City, which includes wedding industry business, a diamond expert, and an economist. This is simply more grist for the wedding marketing mill.

Andy Ebon

The Wedding Marketing Blog

Technorati Tags: crystal ball gazing, predictions, United States economy, wedding economy, wedding marketing

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written by andyebon \\ tags: crystal ball gazing, predictions, United States economy, wedding economy, wedding marketing

Black Bear Diner is one of my favorite breakfast places. I had a morning meal there, last Friday, with Jodi Harris (The CEO of Fun, Sight’n'Sound Events). It’s a relatively small chain of restaurants (38 locations) that feels like a local establishment.

Everyone is courteous. They recognized you when you arrive. The waitresses know your ‘usual,’ and refill your coffee cup with need to be asked. The portions are generous and the prices are moderate. What’s not to like?

Now, as the headline says, “What’s wrong with this picture?.” Look closely. It’s the wimpy, wilted lettuce, underneath the orange slice. Friday, I ordered multi-grain pancakes with strawberries and sugar-free syrup (it’s a diabetic thing). The garnish is a fresh orange slice on a wimpy, slice of wilted lettuce.

I understand a leaf of lettuce with a burger and fries. What is leaf of lettuce doing on the underside of an orange slice, with pancakes? I mean really. It’s incongruous, it’s bizarre. It’s contrary.

And it’s not even a fresh, crisp lettuce leaf. It’s wimpy and wilted. I have now taken to asking the waitress-of-the-day (Friday it was Deane) to banish such wimpy, wilted lettuce from my plate.

The truly humorous thing is that when asked, “So tell me, what’s the history of putting a wimpy, wilted leaf of lettuce under every garnish?” the answer is something akin to “I don’t really know. We’ve always done it this way.”

In this case, the wimpy, wilted lettuce is not going to stop me from patronizing the Black Bear Diner, but it raised a bigger question.

What does the “wimpy-wilted-lettuce factor” have to do with Wedding Marketing in your business and mine?

What little thing are we doing that is annoying our customers and could be changed, simply, without a cost factor or any great effort? What are your doing ‘because you’ve always done it that way.’

• Are you a photographer or videographer that drops your gear, just anywhere, at the reception, without regard to safety or aesthetics?
• Are you a musician or DJ who is sloppy about taping down wires? Do you use grey duct tape, when black stage tape would make a better appearance?
• Are you a baker or florist who delivers their creations dressed in a t-shirt and ragged jeans? How about a custom company polo short (with logo), and khakis?
• Does your website have photos that take 3 minutes to load because they are processed 5 years ago? Are your testimonials from 1999?
• Do you do a good job for the client, but never properly acknowledge a referral?
• Do you only call clients and peers to ask for something or to vent? How about calling just to see how they’re doing, and not to ask for anything?

It’s no secret that there are some challenging times ahead. Distinguish yourself by doing little things well.

What’s your wimpy-wilted-lettuce factor? Identify and fix it. No fanfare.

And another thing… I never mix my soul food with caviar pie!

Andy Ebon
The Wedding Marketing Blog

PS: If you live in the Western United States, go visit a Black Bear Diner near you. And if you see wimpy, wilted lettuce, point it out. And tell them, Andy from Las Vegas said, “Take it off my plate!”

Technorati Tags: Andy Ebon, annoyances, Black Bear Diner, CEO of Fun, identity, image, Intangibles, Jodi Harris, wedding marketing, wedding marketing blog, wimpy wilted lettuce

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written by andyebon \\ tags: Andy Ebon, annoyances, Black Bear Diner, CEO of Fun, identity, image, Intangibles, Jodi Harris, wedding marketing, wedding marketing blog, wimpy wilted lettuce

For many people, 2008 has been a lousy year. As of the last week, it looks like things will become more difficult before they improve.

There will be big headlines and bad news throughout the printed and electronic media. Pundits will be interviewed on the cable news channels. Some will speak in jargon. Others in plain English. All will give advice.

Here’s some plain English wedding marketing advice, even thought you didn’t ask. Don’t be Chicken Little when it comes to wedding marketing and your business. If you believe the sky is falling, and act as such, it will fall on you.

One thing is certain. Some businesses will be left, dead, at the side of the road, over the next year or so. Job 1 is to not be part of that group. Job 2 is, not-just-to-survive, but to prosper.

80/20 Rule - As it applies to type of business you do.

This is likely not the time to add a whole range of services to your business. Concentrate on what brings in the most revenue, and what your company is recognized for.

Do not attempt to put your peers on a crash course of other services you are now-going-to-provide-in-hopes-of-more-income. Rather, be laser-like in your approach.

80/20 Rule - As it applies to the calendar.

Some markets have specific wedding seasons. Others, in steadier climates, have only mild shifts in demand during the year.

If January is not wedding season in your market, but May is, then focus on closing every sale for a May event. Sell out every Saturday, and book every possible off-day event on Sundays, Friday evenings, or whatever the prospect chooses.

The market will not change for you in January, now matter how much you ‘will it.’

80/20 Rule - As it applies to the clients’ needs.

Despite what each of us may want to believe, not all wedding services are equally important to its success. Event people who are wealthy, are less prosperous today, than yesterday. This may not truly affect their ability to pay for their only-daughter’s wedding, but it affects their comfort level with spending money. Their mental outlook becomes their actual behavior.

It may be common sense to note that cutting the guest list is the fastest and most efficient way for the bride to conserve money. However, weddings are an emotional buy, and often times there is a cascading effect of bad decision making when under stress. Everyone’s stress has just grown geometrically.

For example, people in the wedding favor business may have a very tough sell. In my view, there is probably no category of wedding expense that is easier to do away with than favors. On the other hand, the dollar investment in music and facilitating the wedding reception become even more important in lean times. One can have a champagne and cake reception on a shoestring budget, but people will remember whether they danced and had a great time.

80/20 Rule - As it applies to your referral base.

80% of your referrals come from 20% of your contacts. Believe it! Now, as you appropriately reconnect with your referral base, don’t beg or grovel for business. Ask what you can do for them. Shock them by asking for NOTHING, and offering YOUR assistance.

Everyone is, or will be, feeling the pinch. If you think of yourself, first, always, you’re missing the essence of relationship building. Quality networking is getting together with your peers and strengthening those relationships.

Start a monthly breakfast club with your best networking partners (one in each wedding service category). Make the group people you can talk openly with, and confide in. Talk business, problems, opportunities, and mutual support. It can be organic or it can be structured. Just surround yourself with positive people who run quality businesses.

That’s enough for one post. As always, think about what I’ve written, and filter it, as it applies to you. Then take massive action.

One more thing… Don’t watch or read too much bad news. It’s bad for your outlook. Go see a comedy. Watch football or your favorite TV show.

Andy Ebon
The Wedding Marketing Blog

Technorati Tags: 80/20 rule, economic downturn, networking partners, recession strategy, referral base, referrals, Relationship Marketing, wedding marketing blog

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written by andyebon \\ tags: 80/20 rule, economic downturn, networking partners, recession strategy, referral base, referrals, Relationship Marketing, wedding marketing blog