An uproar being cause by Johnny-Come-Lately Planners and vendors in all categories of the Wedding business is being heard by eWedNews and distributed for review to the industry. Until now, there has never been an unbiased forum in which to comment, vent, or try to make sense of what’s happening. But since launching in January, a growing audience of participants say they feel hopeful connecting with peers and sharing ideas that could set new standards and eventually inform the public. Many say the message of doing their research before retaining services for the biggest day of their lives remains at the height of importance.
Respected Wedding industry veterans and contacts of eWN are offering their opinions of how the current economic climate is forcing many businesses to adapt to changes. Telephone discussions and open dialog are making their way into the consensus, with public statements being issued in all areas of the eWN system daily.
This week, 40-year veteran and advocate of change, Jim Duhe of Bridal Guide Magazine offered up the following information that welcomes the new environment-- where greater transparency and insight could lead to some positive results.
“Many within the bridal industry firmly believe that hard work, professionalism, and a strong word-of-mouth reputation constitute their best resources for business growth. This attitude certainly isn't unique to wedding planners. It's very much the same with florists, jewelers, photographers, and even bridal salons.
With nearly 40 years of bridal industry observation and experience under my belt, it's abundantly clear that flawless service, a great product, and even a sterling word-of-mouth reputation aren't enough to insure growth or even survival in today's challenging and fiercely competitive environment.
While hundreds of well-established independent bridal retailers worked with extraordinary diligence, delivered exceptional products, and earned enviable word-of-mouth reputations, David's Bridal launched a slick, multi-media advertising campaign that permanently changed bridal retailing in America. Within a few short years, David's Bridal grew from a single store location in Florida to be among the largest bridal retailers in the world -- with roughly 30% of all bridal gown sales in the US.
Being the best at what you do -- enjoying what you do -- being recognized for your accomplishments may bring you personal fulfillment but it won't guarantee your future. A strategic marketing plan that includes a balanced advertising media mix is crucial.”
Duhe began posting views in other areas of eWN before the launch, in an effort to help troubled portions of the wedding business, including the formal wear segment. In November, he commented about marketing and the need for all size businesses to formulate an advertising campaign that was appropriate and balanced.
“The best way to define marketing is to identify what it isn’t: Marketing ISN’T advertising. Marketing ISN’T public relations. Marketing is your plan — your strategy — to identify your best customers; to make those customers feel comfortable with your store name and with doing business with you; to entice customers to open your door; to identify what your customers want and what they need; to respond to what they want and need in a way that generates a profit for you.
While there is no question that the wedding business is challenged by the current economic crisis, there is a much more serious problem at hand . . . very few rental specialists have a real marketing strategy. Most seem willing to wait for vendors to develop a strategy for them. At the same time, many vendors are content to believe that they can generate interest in their products exclusively through their web sites. If this strategy worked (and it’s clear that this doesn’t work), customers would be beating a path to your door.
Here’s a news flash . . . there’s no free lunch. It’s time to reposition your business to ATTRACT customers by offering more than old come on promotions that no longer work. It’s past time for vendors to communicate with bridal magazine and bridal web site editors on a weekly basis to promote themselves and provide goods and services that consumers wants and speak directly to their needs. It’s past time to develop advertising campaigns that can be measured with results.
Frankly, I don’t have all the answers. No one has all the answers. However, I do have SOME answers. Other people — other companies — have other answers. To the best of my knowledge, however, very few people are even asking the right questions — and — if they are asking the questions, they’re asking the wrong people.
How long will this continue? How long can this continue? That’s anybody’s guess — but — there is one absolute certainty: business won’t improve by selecting to do nothing except complain about it. Each person in the wedding business should develop a marketing strategy that includes a media mix — that includes all possible print and electronic media. Doing something always trumps doing nothing,” feels Duhe.
Other wedding sources agree, others disagree and many are suspect of print publications bearing suggestions. But from experience and a growing feel for who the real deal, sincerely interested people of the wedding industry are, Duhe’s name continues to be mentioned most often.
eWedNews
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2010
Posted on 02/03/2010
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