I recently caught up with co-owner and marketing mastermind behind Boston co-retail space For Now, Kaity Cimo. She runs the space with friend and business partner Katharine ReQua. They opened a year ago and have played home to over 80 brands in that time.
The Single Biggest Challenge and Opportunity for Bridal and Wedding Marketing
Every other industry has it easy. Well, maybe not divorce lawyers, but most industries at least.
“Statistically speaking, the cost of acquiring a new customer costs five to ten times more than retaining an existing one.” The Chartered Institute of Marketing.
For anyone running businesses with the aim to sell you the next size up in baby clothing, a new handbag every season or their latest range of lipstick colors, their databases are everything. Build it and build more opportunities to sell.
The wedding industry is a little different. From bridal gown designers to florists, venues, photographers, cake makers… almost everything is a one-time deal. The bride generally only wants to do this once!
So what can someone in the bridal industry do? When the wedding is over does every ex-bride become an ex-customer?
Catch the Bouquet // Your Turn Next
Advocacy is everything. Every bride knows someone whose turn is next, we’ve all seen a bride aiming that bouquet at a certain friend …and this is the single biggest opportunity for marketers in the bridal industry.
The challenge is keeping the connection alive. After the nuptials, the bride is ready to move on, but you want to stay in front of her so when it’s her friend’s turn, she thinks to tell her about you.
Here are our top tips for letting your customers drive your marketing for you:
One Customer Equals Many Points of Contact
When dealing with the bride, maid of honor, sisters, mother-in-law and anyone and everyone else, consider each as a point of advocacy.
The bride can and likely will be the ultimate referrer of what you do oh-so-well, but this definitely extends to the wider bridal party posse.
Let people know they can join the mailing list. Whether you gently ask them or leave a sign-up form on the counter, you’ll be surprised how many people want to hand over their email addresses.
A post-wedding bride still appreciates the aesthetic of beautiful gowns, a beautifully-presented venue or incredible wedding photography.
Instagram is a great soft sell; if your content is beautiful, she’ll keep following you.
Use your Instagram channel to present the kind of content that will encourage your ex-customer to tag her friends.
Post regularly… it’s all about presenting lust-worthy snippets to create that dream wedding.
More tips on Instagram here.
Use Clever Email
Instagram’s biggest downfall is that the content is missable. Anything you post will be seen by about 20% of your followers. Use Ampjar to build emails for you that ensure your best customers will see your best content.
Send emails every couple of weeks to your whole database of prospects, current brides and those who have had their special day.
Ampjar emails are the perfect balance. Show off your incredible creations without it coming across as a hard sell. They’re the kind of emails that people don’t see as intrusive and are happy to keep getting in their inbox because they’re beautiful and easy to read.
Great for your ex-bride to share with her soon-to-be bride friend/s.
Use our tips to ensure that every customer is thinking about you well after their special day and brings lots of opportunities your way.
Join Ampjar to find your best customers
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