A few months ago, I posted an item about Bridal Brokerage; a company in the business of reselling services (in part or in whole) from cancelled weddings.
“Bridal Brokerage finds new couples to take over canceled wedding contracts, saving money for buyers, sellers, and wedding vendors alike.”
Source: Bridal Brokerage website
At the time, I posted my general skeptical outlook…
“If it sounds too good to be true, it probably is.”
Andy Ebon – quoted from Anonymous
Recently, I decided to check the Bridal Brokerage website to see if there was anything new to report. The business had quietly changed its name to SkyBride. The welcome screen sports a block of ten media logos with the reminder headline, “This is where you’ve seen us.”
None of the logos are linked to any of the media companies. It seems if you had media coverage, you would set-up direct links to the video or website article. The absence of links may indicate the publicity was about Bridal Brokerage, not SkyBride.
- The WhoIs database tracks the information about who owns a particular domain name, among other related facts.
- BridalBrokerage.com was first registered to Jeff Smidt on 9/26/11. The domain information was last updated on 4/21/13, about a month before my post.
- SkyBride.com was first registered on 4/30/13 to Adil Waliuddin. Two different people; two different home states.
- The business name and domain named have changed.
- The business model appears the same.
- The About Us page on SkyBride.com is vague. It reads in first-person-plural ‘We’, but doesn’t name an owner or owners, specifically.
- One can’t clearly tell whether this was an ownership change or a just a name change.
- The only email I can find on the website is email@example.com
- There are links on the About Us page for Facebook, Twitter, and Pinterest. The Facebook text-link was dead; the logo-link worked.
- The phone number and email address associated with the Facebook page were different from those on the website.
- The Twitter page showed a gap in activity from May 17th to July 24th.
- There is a sparse YouTube Channel with three videos, from two years ago.
Analysis and Opinion
Too often, business websites feel anonymous. People like to see the names of owners and their bios. If there is a sales department, it’s good to see names, phone extensions, name-based emails (FirstLast@yourbusiness.com), and perhaps a business headshot.
It is not comfortable to be wheeling and dealing in after-market weddings on a website that lacks ownership clarity.
Whether a name-change or an ownership-change, OWN IT! The business is not dealing in last-minute cruise bookings on a major cruise line. These transactions are not simple transfers of commodities. More information about the growth and transformation of the business would be appropriate, in my judgment.
Your Comments are IMPORTANT on this topic
As a wedding business, what’s your take? How does this business model resonate with you? If you have had any experience with BridalBrokerage.com – SkyBride.com (good or bad), please leave a comment.
There are at least two other businesses with similar models. I’m going to investigate them, too.
One more recommendation/opinion
There are far more marketing options to market your business than you could possible afford or need. I think one should have a healthy skepticism of any new business. If it is a new business model, you should have an even higher level of skepticism.
Please don’t jump at the New Shiny Object. Do your homework, and choose carefully.
… Help me on this, too? If you didn’t know what SkyBride referred to, after reading this post, what it would it mean to you?
Wedding Marketing Expert
The Wedding Marketing Blog