Let me ask: Do you keep placing advertising either online or in print and receive no return on that investment? Why isn’t it working? After all, 94% of brides are online and also looking in bridal books and magazines. I’ll tell you why: It’s because most wedding vendors try selling their product or service in an ad before building trust with brides.
With the launch of social media, bridal marketing has changed quite a bit, I’m sure you’ll agree. It used to be simply to grab her attention. You build a website, send out some direct marketing pieces and she calls you. Now, we have to contend with thousands of wedding vendors on the internet, Facebook, Twitter, Blogs, email…information overload for these poor brides…and scams. So can you stand out from all of this, get her attention and get her to buy from you?
To do that we need to find out what she cares about? Who does she trust? They care about:
· Putting on a wedding everyone will remember
· And who do they trust to give them the best advice to do that? Celebrities and experts.
So how do you get a celebrity or expert to recommend your products or services to brides? You set yourself up as the expert. Let me explain:
THE POWER OF CELEBRITY: Reality television has taken over the airwaves. Anyone who has something to say can become an instant celebrity overnight. For example, who has heard of the “Cake Boss” the television show on TLC? Now here’s a man who knew the power of celebrity and used it to benefit his little family run bakery. Buddy, or the cake boss, started out by simply taking over his family bakery business after his Dad died. How was he going to keep it going? Well, he realized the power of reality television and pitched an idea for a television show about running a family owned and operated bakery. He became a household name thanks to his ability to celebritize himself and his bakery. That popularity has led to plans for expanding both his bakery and his TV empire. They have so many brides wanting cakes from them, because of his new celebrity status, that they’re lined up down the street. Who doesn’t want brides lined up down the street to by their product? So how can you do that but without becoming a television reality star? Celebritize yourself. Make brides see you as the expert in your field with content, ideas, tips, newest trends and get it out into the public through blogs, social media, email, Youtube videos, audio-tips on your website ..create somewhat of your own celebrity and expert status based on your products and services.
For example, a dress shop could put a new audio tip or video on their website discussing the new wedding dress trends coming out next year or the new bridal party dress colors and accessories and announce it to the bridal world on Facebook, Twitter, their blogs and website. They can also go on other peoples blogs and answer questions that brides have about dressing their body type or how to wear a veil with an updo..pointing to their product as the solution, send out emails with tips and ideas. Pretty soon brides will be looking to you as the expert and someone worth listening to. She’ll ask for your recommendations and pretty soon she’ll be buying from you because of the simple fact that you’re in the know and an important part of her wedding planning experience. You’ve become the expert.
How easy is this to do? Videos are powerful. It’s why they are now considered the #1 search engine on the internet. Brides want to see and feel and hear wedding trends and ideas. So, go down to Best Buy and buy yourself a $120 video camera and record videos of you sitting in your office discussing for no longer than 2 minutes the newest trends in wedding fashion, cakes, music, flowers and then upload them to YouTube. All you need to do is put down what you already know about your industry. Brides want information and the more information that you provide them with the more they’re going to turn to you as the expert in the wedding industry.
Bottom line? People pay attention to experts and soon experts become celebrities thanks to the reality tv craze. You want brides coming back to you and recommending you to their friends. You do that by celebritizing yourself..setting yourself up as the expert and someone worth paying attention to.
Fore more information and wedding marketing tips, please click here.
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