Probably the single greatest benefit of embracing the wedding market is the true 'viral nature' of this business. It is a constantly re-generating, recession and disaster-proof (we saw that after 9-11 and Hurricane Katrina!) market. Just about perfect in every way!
The Bride is a Powerful Brand Ambassador. I see this in play daily on the many message boards, blogs and forums that I frequent. I have seen businesses be made into overnight successes and wedding professionals turned into virtual rock-stars by 'influential' bride's reviews and conversly, I have seen businesses fail almost overnight in some very dramatic cases. Of course, the majority of the impact falls somewhere in the middle but is nonetheless critical to understand.
Knowing all of this, every wedding professional engaged in this market - whether a wedding photojournalist, a venue, a wedding planner, florist, invitation designer, videographer, cake designer, calligrapher, caterer, hotel, etc. etc. etc. MUST understand the power of the impact of how they deal with each and every bride.
Today's bride has an average of (5) bridesmaids, of those (3) are engaged or will be engaged in the coming year...and so on and so on and so on...you get the picture. Add in the intrinsic viral nature of the internet and WOW - it is staggering at the opportunity (both positive & negative)for all levels and styles and sizes of businesses - from government tourist boards to the sole proprieter.
Remember this visual every time you answer the phone, reply to an email or conduct an in person planning meeting. How well do YOU treat your brand's most powerful ambassador?
Now - go and hug a bride (or 3) today! xoxoxo
(graphic and statistics courtesy of Conde Nast Bridal Media)