“Shoot-Yourself-In-The-Foot” Marketing
For many in our industry, our marketing and advertising efforts are a continual work-in-progress. With so much to learn and so many options available to us, how can we maximize our advertising efforts and get the most out of them? Believe it or not – it’s not always what you can do, but what you can avoid doing that will maximize your advertising efforts. Here are seven common mistakes people in the wedding profession do that have the potential to cost them dearly with customers.
1: POLITICAL BUMPER STICKERS – If you have a logo’d up vehicle, don’t place a political bumper sticker on it! - This really has nothing to do with you or your freedom-of-speech rights. It has more to do with the “perception” it gives your customers. Politics, by nature, are generally a 50/50 proposition. It is a very hot topic these days and people have very strong opinions about it. When you place a political bumper sticker on your company vehicle you run the risk of alienating 50% of your customers.
2: WEDDING SHOW ATTIRE – If you are advertising at a wedding show, don’t dress like you’re going to a picnic! - First impressions are so important. It is not uncommon to happen upon an occasional vendor that has a laxed manner of attire at a wedding show. This is your moment to shine! Most of the time you are up against a number of other similar businesses. Whether it’s a grooming issue or a clothing one . . . dress to impress, AT ALL TIMES!!!
3: ANSWERING YOUR CELL PHONE – Using your cell phone for business and answering it without using your company name! - This day and age it is very common for people to use their cell phone for business. Your ability to give the impression of being a consummate professional hinges upon the manner in which you present yourself. When you say “hello” instead of your company name, you immediately give your customer “pause” to reflect upon their decision to call. Did they just get the wrong number? Are you a real business or a hobbyist? Answering your cell phone with your company name will leave an instant impression of professional business!
4: WE DO IT ALL!!! – Don’t try to be all things to all people! – What is your specialty? If you’re a florist . . . no, you are not also a DJ, cake maker and officiant! The jack-of-all-trades form of marketing is like a huge red flag to a customer. Parallel trades, products and services can often be acceptable to customers, but far-fetched multiple areas of specialities will confuse and often alienate your potential customer.
5: LACKIDAISICAL CONVERSATION – Don’t get so comfortable with a customer that you begin to slip in an occasional curse word! - Your marketing doesn’t end once your customer has secured your services. It really is just the beginning. Throughout the pre-event planning time you are constantly gaining the trust of your customer so as to proceed further through the process. The comfort that is gained by close relationships with your clients should never be confused with a “green light” to enter their world of laxed conversation. Even if you are joking around about personal things . . . keep it professional and don’t enter the world of expletives and slangs that can reflect badly upon the positive perception you have worked so hard to achieve.
6: ROAD MANNERS – If you have a logo’d up vehicle, don’t drive like an idiot! - We have probably all seen this mistake before. The advertisement on your company vehicle is only as good as your driving. When you exercise appropriate behavior “on the road” you and your advertisement will be looked upon favorably. When you don’t . . . your business will be dismissed as one that would never be considered. Good road manners are essential when you have a logo’d vehicle which is basically saying . . . “look at me!”
7: ON-SITE WEDDING ADVERTISING – Don’t overtly advertise your company at someone’s wedding! - This can be the “kiss of death” to the building of a positive rapport . . . not only with customers and their guests, but also with banquet facilities and other vendors. Anything larger than a business card at someone’s wedding can easily be perceived by the general public as “tacky”. Carefully weigh the “pros” and “cons” of engaging in on-site advertising at weddings. Some customers may even say “it’s okay!” But is it really okay or is it just a little more difficult for them to say “no”? Remember – their wedding day is all about THEM . . . it’s not about you!
None of us are perfect! Many of the common mistakes we make can really be avoided by just using some common sense! The manner in which you market your business is vitally important to its success. When you exercise practices that are perceived well by the on-lookers of our profession, you will be in a far better position to serve them. Don’t “shoot yourself in the foot” by doing things that customers might raise an eyebrow to.
