This post is the third of a recap series about a meeting of the Las Vegas Wedding Network. Seven brides spoke and answered questions about their wedding planning experience. –

As the audience soaked up the question to, and answers from, the panel of 7 brides (no brothers), one could tell what those listening wanted to hear.

Where you getting information, what value did you put on it, and what influenced your decision making?

Some of the discussion points included:

• All-Inclusive Venues – Brides that selected these where short on time, or overwhelmed by process, so this seemed like a convenient route. But as they moved forward, they opted out on some of the venue-exclusive-vendors, and chose ones that suited them better. They viewed this as an unfortunate excess expenditure.
• Credibility – Brides talk to brides, who are in the planning process during a similar period. This was both in person (at bridal shows and business showcases) as well as on wedding chat boards. The tipping point here was mostly on the negative. Brides were put off by one business bad mouthing other businesses, and dropped them like a hot rock, when hearing that from other brides. in my opinion, they put good value on reading lots of reviews from former brides and too much value on the opinion of brides-in-process. The latter has not had a complete vendor experience. They don’t know the final result, so it appeared to me that was, at best, incomplete information.
• Reciprocal Links: Brides put significant value of a businesses that appeared to work together on a regular basis, as shown by link directories on their websites. One bride said her result from working with a cluster wedding vendors, such as these was: “Like having seven wedding planners working together, in concert. They were so comfortable communicating with each other, I didn’t have to give anything a thought.”

Here is the big question that wasn’t asked:

In your planning experience, when it came to Preferred Vendor Lists, Exclusive Vendor Lists, All-Inclusive arrangements, did anyone explain a financial arrangement between venue and vendor?

The issue for me, is an ethical one: Transparency

A venue can represent that they only working with vendors that know their property, its guidelines, and perform well for the client (OK… that sounds pretty good). However, if they are receiving a significant referral fee for this arrangement, they formula changes. Is the bride truly getting access to the wedding vendor, appropriately suited for her wants and desires. Or, is a bride over-limited because the host venue is raking in invisible revenue, without disclosure?

Disclosure and Transparency: Two important words that didn’t come up in the discussion. Wish I had remembered to ask the question. It’s the kind of verbal grenade I love throwing into the middle of a room and watching people squirm in their sites.

I’m not a wedding vendor, these days, so I can do that.

Would love your comments on Transparency and Disclosure, if you have the gumption to speak up in a public forum.

Andy Ebon
The Wedding Marketing Authority

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It did not take long to find a reason to write a companion post to the one from the morning: Are you guilty of seat-of-the-pants marketing?

Debbie Hansen, a good friend and Las Vegas bridal show producer (Bridal Spectacular) relayed a recent selling experience via an update on Facebook.

Ouch, don’t know what to say when someone who does not know you and accuses you of being greedy because you won’t cut them a deal on a booth, it seems to me cutting special deals is just plain wrong, what do you think?

My reaction: This is a seat-of-the-pants marketer, in the flesh.

Somewhere along the line, almost thirty years ago, I learned the difference between price vs. value. I also developed a clear understanding that what a business charges for a product or service does not have a direct connection with their costs. It is determined by their ability to deliver the product or service, successfully, and their customers (exhibitors) receiving value (traffic, leads, face-to-face exposure, etc.,) in line with promoted expectations (and to some degree, consistent with past success).

Greedy? Are you kidding? This particular bridal show promoter consistently deals with every exhibitor on an even playing field. Whatever ‘promotions’ and ‘options’ exist, are for all to take advantage of. With Debbie Hansen, you do not have to wonder whether a competitor received a discount or a trade deal that, by virtue of a special arrangement, is better than your hard dollars.

Presposterous!! This is a cheap shot from someone who doesn’t know the difference between price and value and doesn’t understand the ethical issues of offering different deals to exhibitors in the same event.

Debbie Hansen, Bridal Spectacular

I think what one might says (roughly) is this (my words): “I appreciate that every exhibitor would like to spend the fewest dollars possible to market their company at our show, in our publication, and on our website. However, we operate on an ethic of fairness. To us, and our advertisers/exhibitors, that means offering everyone the same options and pricing. You will always know that you didn’t pay more than your competitor. And vice versa. And you want to be dealing with a fair and ethical company, don’t you?”

And if they don’t fall in line, with a little more discussion, then they are self-absorbed with no regard for fairness in the industry that they occupy…. (Want to know what I REALLY think?)

When the shoe is on the other foot: Wedding business owners can wear me out, complaining about how brides don’t understand the value of their quality product or service, and make lowball offers or hire amateurs. In this particular instance, The wedding business owner shows the same foolishness as a poorly informed bride. Problem is…. they are allegedly a professional and should know better.

In case you haven’t picked up on it, I’m annoyed by this mentality.

There is a difference between a product or service being overpriced and one’s ability (budget planning) to make a purchase.

Accusing another business owner of greed is, in this particular case, pathetic.

End of rant!!

Full disclosure: I am a co-founder of the Las Vegas Wedding Network, along with Debbie Hansen and Monica Morgan. I became involved in launching the organization because Las Vegas needed a prominent, long term, ethical person (Debbie Hansen) taking the lead in wedding networking. So, do I have a bias in all of this? Not really. It just galls me when people point a finger at one of the most ethical, professional people I know.

Andy Ebon
The Wedding Marketing Blog

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Josh Ozersky is a James Beard Award–winning food writer wrote an item on Time.com, titled: Great Wedding Food: Tips from a Newly Married Critic. His sweeping generalizations placed the entire industry of off-premise wedding caterers under-the-bus.

The item has created quite a controversy and generated massive response from the industry, since its original posting on June 15th. For some reason, TIme.com has blocked further comments on the article.

Here is the incendiary conclusion, quoted directly from the article.

“So here’s my advice to anyone who is starting to plan a wedding: Forget the caterer! Plug directly into the source of your hometown’s culinary delights, and happiness, enduring and radiant, will immediately follow. I’m still glowing, and my only regret is not getting to take any of the cake or lasagna home.”

– Josh Ozersky

Mike Roman, CaterSource, sent a stinging email in response to the article. He frames the key issues, and incredibly off-base approach to Ozersky’s article with surgical precision.

Opinion: There is nothing worse than overplaying a point, using sweeping generalizations in the process. To have such comment coming from a food industry professional is lame at best, perhaps crossing the line to unethical. The article is a new low in wedding marketing misinformation.

I encourage you to read the original Time.com piece, the comments, and Mike Roman’s response.

Andy Ebon
The Wedding Marketing Authority

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About now, you might think I have some sort of grudge against Bella Pictures. You’d be wrong. I’m just incredulous at the marketing techniques it employs to sell its services to brides.

For those getting up to speed, Bella Pictures is a nationwide photography booking agency that employs local photographers on a job-by-job basis. The company first contracts with the bride, and then creates a match with a photographer. The results are all-over-the-board, judging by a huge sample of online reviews.

A while back, Bella Pictures created a second company, Studio Blue, using, essentially, the same business model, but positioning it as a lower price service for a more budget-conscioous bride.

The image shown, upper right, appears on the welcome screen of the Bella Pictures website. That, in itself, seems pretty odd. It’s hard to understand why a photography company would want to send you away from its site, to another photography site, even if they are under the same ownership.

The banner touts Wedding Photography for Under $1000. The banner link takes you to the Studio Blue welcome screen. All well and good, so far. Studio Blue presents a nicely designed site, with portfolio and sleek system to check availability and book services.

Here’s the rub: If you enter your date and location, or just proceed to the packages and pricing screen, there is something missing….. Photography at under $1000.

Photography coverage begins at $1240 (6 hours). Recommended coverage being 8 hours, plus an album, priced at $2340, inclusive.

Excuse me, but what part of Wedding Photography at under $1000 have I missed.

Opinion: The banner information is so obviously misleading that further comment won’t add much. I just continue to be dumbfounded how one company can be brazenly manipulative. This type of wedding marketing strategy does a disservice to brides, and to the wedding industry, generally.

If you think I’ve overlooked anything, please feel free to jump in, and comment with your thoughts.

Andy Ebon
The Wedding Marketing Blog

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It is incredible that businesses continue to twist and misrepresent their recognition, in an effort to improve their industry reputation in the eyes of the bride.

There are various ‘industry awards’ presented trade associations that have real value. One goes through a nomination, submission, and judging process that has actual validity.

There media awards that solicit voting from the public that are flawed in a variety of ways.

Let’s start with some clear misdirection award magic. In a rotating banner (shown upper right), Bella Pictures indicates being the most awarded photographers in the country.

The page link takes you to listing of a half dozen items. The first four have some value.

• Best of the Knot
• Brides Choice Awards from the Wedding Wire
• Certified By The Guide (Here Comes The Guide)
• Project Wedding

In my previous life in the DJ entertainment field, my company was certified by Here Comes The Guide. It was a rare process of reference checks before being allowed to advertise in the guide. It was thorough, checking a variety of references, primarily as to one’s manner of doing business, as well as quality of work. I was happy to have had my business, Designer Music, pass with flying colors.

However, it was not, and is not, an award. One should never claim it to be seo.

The other three are media-related popularity contests. It is not shocking that random happy customers from a large sample, give a company kudos for good work. My comparison would be the city weekly magazine that every metro has. The public submits votes for their favorite eateries, ice cream shops, and the like. In Las Vegas, the eatery chosen best Italian Restaurant in Las Vegas Weekly, as voted on by the public was The Olive Garden. I would suggest that the choice is low hanging fruit for the masses, but does not really represented an exceptional or the outstanding Italian Restaurant.

Bella’s listings of the Better Business Bureau and TRUSTe are ludicrous and totally inappropriate to be labeled as awards.

Nowhere is there an award listing from a photography or wedding photography trade association. That would be an award from one’s peers…. professionals.

These half dozen listings include three items that are clearly not awards. The other three are flawed, in my opinion.

When your company wins a real award, shout it from the rooftops. Until then, knock it off!

Seriously, would you want your company to be recognized as the Olive Garden of your business category? Really?

Andy Ebon
The Wedding Marketing Authority

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On Wednesday, I had the privilege of speaking to a packed room of members and guests of Convention Services Association – Las Vegas, on a topic, titled “Situational Ethics: What Would You Do?.” I wasn’t so much a speaker, as moderator, or instigator.

What was interesting was the caution, with which people chose to answer to the scenarios I challenged them with. Rock the boat? Only when pressed. Perhaps it was a fear of YouTube or secret audio recordings.

Sometimes, the answers came quickly. But when challenged with the possible outcomes, some folks went into retreat.

One of the classic scenarios involved an obstinate catering manager directing the disc jockey to cut the cake, NOW!

In this scenario, NOW!, would have been about 90 minutes earlier than the bride had detailed, with the DJ. About two and half hours before the end of the event.

It’s an out of town bride, in contract, directly with the DJ, having discussed and planned the schedule of events with them. The catering manager had her own plans, preferring to cut staff expenses, with a shorter shift, despite having charged the client a cake cutting fee.

In simple terms, the bride is the DJ’s client. In more complex terms, the DJ is being ‘ordered’ by the catering manager to ‘Do what I say, or you won’t work here, again.”

So, what would you do? Who the client is, officially, is one thing. How you proceed can be quite another thing.

Andy Ebon
The Wedding Marketing Authority

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Ethics? You thought this was a wedding marketing blog, didn’t you?

In reality, the manner in which one conducts business is on display, constantly. The phrase ‘bad news travels fast’ is truer than ever in our website, YouTube, text-message, social media world.

In plain English, one might define an ethical person as one who ‘does the right thing, even when it means passing over personal gain.’

Tomorrow, I’m giving an interactive presentation, titled: Situational Ethics: What would you do? to members and guest of Convention Services Association Las Vegas.

The premise is simple. We tend to see the actions and decisions of others in black and white terms. When the actions and decisions are ours, suddenly we see in shades of grey.

Perspective is a major element in our thinking. If you were on the receiving end of a decision, how would see it?

Muddy Waters: It is easy to confuse business and ethical issues. When one cuts a corner once, it’s easy to do it a second or third term. That is the slippery slope. It is the transition from shrewd to sneaky to unprofessional to downright unethical.

Do you overlook unethical behavior in other people because it’s in your financial interest to do business with them? After all, you’re running a business, not a monastery.

Don’t kid yourself…. people notice. The short-term gain is easy to justify and rationalize. The longterm impact may imperceptible, at first. Eventually, doing business in a questionable manner, or with questionable people, will color people’s view of you. Marriages of convenience, in business, are fragile, at best.

Quoting my favorite business writer and blogger, Seth Godin.

“Anyone who is willing to lie to you, cheat you or treat you with disrespect because it’s just business is doing more damage to themself than to you.

Work takes too much time and too much emotion for it to be just work. As far as I’m concerned, I don’t want to spend time or money with anyone who has this particular attitude disfunction.”

Let’s not kid ourselves. None of us can boast a perfect record when it comes to ethical actions. Not me, not you, no one.

However, if we slow down a bit, and consider all sides of a decision (not both sides), perhaps we can improve the percentages of making better choices.

Don’t you agree?

Andy Ebon
The Wedding Marketing Authority

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In my new role, as Associate Representative, on the board of BSPI (Bridal Show Producers International), I have a resurgent interest in the relationship between show producers, exhibitors/advertisers, and the bride. One of the prime directives for BSPI is to be an organization for ethical and competent bridal show producers… to promote high standards in the wedding wndustry.

Having exhibited at close to 100 bridal shows, during my life as a DJ, I’ve seen the good, the bad, and the ugly.

In the end, here’s what I believe one should expect from a bridal show producer.

“They should do what they say they are going to do, to promote the show. Their promotion to the bride and to the exhibitor should be ethical, accurate, clear and not deceptive. The show environment should be easy to navigate, have aisles that are consistent with its expected traffic, have a floor plan (including handouts), clear signage, and have reasonable limits on noise from competitive booths”

Is this an all-inclusive list? No, not really. There are other, lesser issues, but I think these are the big ones.

Ultimately, exhibitors are simply looking for the producer to deliver an audience of brides and their entourage to an event space, filled with booths, for a face-to-face experience.

My perspective on show turnout is that exhibitors focus too much on measuring exactly how many brides attend. One can have too many brides for a time frame or a space, and have a tougher selling situation. This exhibitor angst can psychologically trap bridal show producers into a game of attendance projections.

Bridal Show attendance predictions are an exercise in crystal ball gazing. As is they say in the investment business, ‘Past performance is not necessarily an indication of future performance.’

In my opinion, the accountability is in the marketing and promotion of the show. Did a producer do what they said they would do? Nothing more.

The One Bad Apple Problem: What taints ethical bridal show producers, and creates reasonable skepticism and paranoia among exhibitors is blatant unethical behavior.

During a show earlier this year, a bridal show producer (NOT a BSPI member) tried to mask a lower-than-expected (aka predicted) turnout by playing a shell game with bride badges.

Essentially, the producer had the staff put bride badges on all women in the wedding party… brides, wedding party, friends. Vendors can be fooled for a little time, but it didn’t take them long to figure out they were being bamboozled by the producer.

At a more recent show, a producer was selling 10′ x 10′ booths. That’s a common configuration. Problem was, when exhibitors arrived for the show, their spaces were only 8′ x 8′.

Dance Floor Math: You don’t have to be a math major to know you’re getting shorted. As a former DJ, I simply do the small math of multiplying 10 x 10 and 8 x 8. The promised booth layout was 100 square feet. The actual booth space was 64 square feet. That’s a deficiency of 36%.

In the words of Chef Emeril LaGasse, “This is not rocket science, folks!”

Here’s My Logic: As an exhibitor, one can expect a larger turnout or a smaller one. And one can be pleased or disappointed at the actual traffic flow. But that is purely from individual perspective. I can elect not to participate in the next show, if I choose, because I think a promoter has been ineffective in delivering a result, but being ineffective is not being unethical or deceptive.

However, when it comes to delivering a booth space that 36% smaller than offered and agreed to, that’s another story. I would be demanding 36% of booth fee be refunded. And then, I wouldn’t do business with that show producer, again.

In my view, the first scenario about badges is primarily an ethical issue (deception). The second one (booth space) is both a business and ethical issue. Exhibitors who have their act together, arrive with a plan for their 10′ x 10′ space. To suddenly have to function in an 8′ x 8′ is unacceptable at many levels.

The BIG Question: What Would You Do???

• Are these scenarios as clear cut for you as they are for me?
• Are there more issues and other perspectives?
• Under what conditions would you continue to business with this bridal show producer?

Please get involved in the conversation by contributing your comments and perspective.

Andy Ebon
The Wedding Marketing Authority

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When I was 24, having just moved to San Francisco, I landed a job in advertising with KBRG Spanish Radio. I had very few contacts in town, but one of them was an entertainment talent agent, who also promoted some concerts.

I was fortunate to make a sale with him, almost  immediately, promoting a Salsa concert. Beginning a job in a new market, that was a huge get.

The Sunday concert was well attended and I was excited to get to the office on Monday. Only to find out that due a clerical error, the client’s campaign had not been aired for several days prior to the show. A slate of radio spots worth about $500.

Quite concerned, I immediately went in to talk to the station managers, a husband and wife team. I explained the situation, and they followed up with a couple of questions.

“How did the concert go?”  them… “Happily, quite well” I responded.

“Does the client know” them… “Not that I’m aware of…. why do you ask?”

“Well, if the client doesn’t know, perhaps we should just let it go… (aka Keep quiet about it)“

“You think so?” I answered. “What could it hurt?” they asked.

I just nodded and left the office to get a cup of coffee, and  think about the conundrum. If the concert went well, then the client was damaged, was he? But the station took the money, and would have to refund $500. Would the managers look askance at me, for being too ‘holy’?

There were other considerations. I didn’t have a pile of savings and was looking to succeed in radio advertising. I was not really ready to look for a new job. There was definitely pressure and conflicting choices.

Gone by lunch: I finished the coffee and returned the office. I went in and resigned. Just like that.

I figured if I started cutting corners this soon, it couldn’t be a good thing. I would find another job. Staying at KBRG suddenly seemed uncomfortable.

This is a great example of Situational Ethics. There is not a simple answer to the scenario I’ve described. I might have stayed on a while, before the next job, for example. I’m sure you can think of several alternative courses of action.

These types of integrity scenarios confront us in business, almost daily. Some we analyze thoroughly and act with honor. Other times we delude ourselves and rationalize marginal actions. Many times there is no right or easy path.

On Wednesday, June 16th, 11:30am at First Food and Bar (at the Palazzo Hotel Shops), I’ll be giving an interactive presentation for CSA Las Vegas (Convention Services Association Las Vegas). One part presentation, one part problem solving. It’s bound to challenge people’s thinking. It’s also designed to make them squirm.

If you’re in Las Vegas, you’re invited to attend. If you’re not here, I might just post a scenario or two, on this blog, down the road.

The big question: What would you do?

Andy Ebon
The Wedding Marketing Authority

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My friend, Darcie Swedelson (A Dazzling Day) read the recent post, Connecting Face-to-Face through Coffee and Conversation, and was prompted to ask the following question: “Beyond show up, what makes a good volunteer?”

OK, here are some of the traits of a good volunteer. In the context of this blog, we are talking about volunteerism with industry trade associations, wedding networking groups, and the like. We are not talking specifically about community service, although some of these groups perform community service work.

1. The best volunteers don’t wait to be asked. After joining an organization, they immediately attend meetings, member orientation (if offered), talk to chapter officers and senior members, and seek out the right opportunities for involvement.
2. Ask good questions: It would be nice if leaders asked you good questions about you, but don’t wait for that, either. You know your skills and interest. By doing some investigation, you’ll be able to determine how you might best fit in.
3. Don’t over commit: Sell raffle tickets at ONE meeting. Serve on a Project Committee, of limited length.
4. Serve on a committee: Have the time and interest for an ongoing task, step up.
5. Serve as an elected board member or committee chair: This is where the work increases, and your visibility goes way up.
6. Donate your time in a manner that is NOT self-promotional. Sometimes, you can do more bonding and relationship building stuffing envelopes with other members. Look for these types of participation opportunities.
7. Make judicious donations of your product or service. With rare exception, only donate in situations that will showcase you appropriately. Don’t wait to be asked (see #1).
8. Don’t say “No.” Say ‘”That’s really not a good fit” or “I’m not available this month, how about next month or the month after?”- All too often, people ask for donations, too close to a meeting, or they have a need to fill, but do not consider what the benefit would be for you.
9. Confirm how you will be credited for a donation, in particular: Will it be on the website? Do you receive a certificate and verbal recognition in front of the entire group? Will you be listed in a meeting. program? Confirm those items in a email. The reconfirm them, just prior to the meeting.
10. Develop a pattern of involvement: If you are involved on a regular basis, your reputation as consistent volunteer and team member will be solidified.

When you accomplish #10, you will have become a core member of your organization. People will look to you as a leader. You will have the cachet to pick up the phone and call any member to ask any question.

It’s not really hard. Just make a plan, and follow it through.

Andy Ebon
The Wedding Marketing Authority

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