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This may come as a shock to you, but people don’t know what you do. More precisely, very few people you deal with know everything that you do (and don’t do).

What they know about you is a function of the context in which they’ve seen your work.

For example, the average age of a bride is about 27. Typically, if you provide service for class reunions, she’ll be having her 10th, when she’s 28. Does she know you service reunions?

If the bride is working, then she may be a contact for a company party. You simply can’t assume she knows either of these capabilities of your company. Brides are focused on weddings; their wedding… period.

The same thing goes for venue contacts. If they’ve seen you at their property for one kind of event, don’t assume that there is either the knowledge, or the curiosity, to understand the range of your capabilities and skills. At larger properties, the catering manager may not even be at the event. The event is turned over to the banquet manager. Even at smaller venues, the catering manager may depart once the meal is served. (OK, catering managers, maybe you need ask the question…)

These days many DJ services also provide videography or photography or both. Lighting too. Particularly if you have added these services over time, there is likely to be a knowledge gap about your company.

This is not limited to companies that provide services at an event. Bakers, florists, and the like, provide product and services for a plethora of celebrations. You are unlikely to be referred if people don’t know those possibilities.

Limitations are important too. Some companies specialize in Bar/Bat Mitzvahs and Schools. Others don’t do them, at all.

The goal should be clear: Clients, contacts, and peers should all have broader awareness of what products and services you provide, what you specialize in, and what you don’t do.

To the extent that you can accomplish that single goal, the flow of referrals will increase to a tidal wave.

Put that down as your first New Year’s Resolution. Better yet, get to work on it, now.

Andy Ebon
The Wedding Marketing Blog

Technorati Tags: products and services, referrals, Relationship Marketing, what you do, your specialty

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written by Andy Ebon \\ tags: products and services, referrals, Relationship Marketing, what you do, your specialty

With the presidential elections now firmly in the rear view mirror, can Christmas be nearer than you think? Indeed it can be, and is.

When it comes to acknowledging your customers and industry contacts, it’s not necessarily bad manners having two or more tiers of communication and appreciation.

• Lowest Level: Ecards - Send to casual friends or business acquaintances (perhaps people you know, but have no actual business relationship with, as yet).
• Highest Level: Gifts - Long standing customers and industry contacts who refer you, or hire your company, regularly. (Note: This will be a special focus in a future blog).
• Medium Level: Holiday Cards - Send to those people who fall in the middle, such as: Annual customers, fellow members in trade associations, your accountant, and the like.

Notice, I said holiday cards, not Christmas cards. No it’s not a religious issue, really.

It’s a timing and attention thing.

My experience says, the best strategy is to send Thanksgiving cards. Yes, Thanksgiving cards!

“Why?” you ask. Here’s the logic… Many companies are deferring their decisions about holiday parties (yes, no, how opulent, how understated) as long as they can. Their final plans may be influenced my sales, profits, layoffs, the presidential election, or any number of factors you’re unaware of.

Rather than wait until December, if your product or service is tied to a holiday party or December business (such as gift baskets, balloons, or stationery), then get out in front with a Thanksgiving card. Send a card that is received between Wednesday, November 19th, and Monday, November 24th.

Your holiday wishes will be among the first received, and you will be top-of-mind with people who know you, like you, and are in a position to rehire you or refer you business.

And, by the way, it’s OK to put ONE business card in each envelope. Final thing, make sure the card is signed by ALL your office staff, if possible. Not just you.

Looking for a marketing edge to trump your competitors? Stand out from the crowd by sending Thanksgiving Cards. Then listen for the phone to ring.

Andy Ebon
The Wedding Marketing Blog

Technorati Tags: holiday cards, holiday parties, marketing edge, Public Relations, referrals, Relationship Marketing, services, thanksgiving

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written by Andy Ebon \\ tags: holiday cards, holiday parties, marketing edge, Public Relations, referrals, Relationship Marketing, services, thanksgiving

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