Perfect Wedding

Just for laughs, I ‘googled’ the phrase Perfect Wedding. Sadly, it received almost 40 million results.

A lot of people living in fantasy land, either believing or creating unrealistic expectations.

You’re not helping create those unrealistic expectations, are you? Just say no!

perfect wedding

Andy Ebon
The Wedding Marketing Authority
The Wedding Marketing Blog

Being BEST is a pathetic Marketing Statement

BEST pathetic marketing statementIt is all too common to read marketing declarations from wedding professionals, stating they are THE BEST. I suggest this is subjective truth, at the maximum, and lazy copywriting and marketing strategy at the minimum.

Best? By whose standard?

You might be the top wedding venue in South Dakota. Or the most-recognized floral designer in Hollywood. Birmingham Weekly might recognize you as the best wedding DJ (with the footnote that your mother-in-law voted for you 312 times).

It never surprises me and tweaks me to no end, when a wedding couple’s testimonial express that XYZ Company is the best in the city, and you shouldn’t hire anyone else.  That endorsement comes under the heading of JIVE. The wedding couple may be thrilled with the job, XYZ performed for their wedding. However, it occurs to me the couple likely interviewed a handful of companies in the same class and perhaps saw another company or two provide service at a friend’s wedding.

The newlyweds are in the throes of post-wedding positivity and have every right to heap praise on a company for ‘anticipating our every need, exceeding our every expectation… etc.,’ The BEST… nonsense.

What makes you different and exceptional, is key

The notion of being unique is also nonsense. All companies are unique, in distinct ways. Unique is not necessarily better.  It is only when your company’s specific style, philosophy, execution, and taste resonate with the wedding couple and their guests that there is an ideal match.

Accept all praise, gracefully, but necessarily believe it

“You’re wedding cake is the best DJ I’ve experienced at ANY wedding I’ve attended.” – Nice praise, but compared to what. There may be events where you’ve performed heroics under impossible circumstances and heard no praise… just the sound of crickets. It all evens out in the end.

The Assignment

Rededicate your marketing power to identify target customers, not just by demographics, but by psychographics… personality, lifestyle, and more. And find specific qualities in your company which speaks of your rare and identifiable characteristics; and not repeat undefinable vagaries and clichés such as BEST and PERFECT.

I believe, without hesitation, if you follow that marketing path, targeted prospects will come flocking to you. Asking FIRST, about your availability, before bringing up the price.

Andy Ebon

Andy Ebon
The Wedding Marketing Authority

The Wedding Marketing Blog

Wedding Marketing Cliché

Original web banner

Wedding Marketing Cliché

Andy’s wiseguy revision

Wedding Marketing Cliché

Wedding Marketing Cliché

Opinion: It is my considered opinion that excessive use of the word “perfect,” as it relates to weddings, is cliché-marketing of the laziest kind. Many companies forsake real creativity, and reach for low-hanging fruit.

Don’t focus on an unattainable result. “Perfect” may exist for a moment, but never for an entire event. If you think an entire event is perfect, you’ve missed something that didn’t go as planned.

Say something distinct about your company, its product or service, or the bride’s wedding day. Don’t just settle for a cliché. Your marketing message will be vastly improved for it.

Andy Ebon - wedding marketing expert

Andy Ebon 
The Wedding Marketing Authority
The Wedding Marketing Blog

Cliche of the Day: "Wedding Trends"

clicheThis is opinion, and rant… also, well worth reading 🙂

I was reading some Top Trends for 2011 lists from various wedding media, both online and print. The more I read, the more I became annoyed.

I first encountered ‘trends’, when going to private school in New York City. Way-back-when, from about fifth grade, and up, boys were required to wear jackets and ties, daily (that tradition ended in senior year). Frankly, I found the clothing climate, pretentious, but I digress.

My mom would take me shopping to a retailer, aptly named “The Prep Shop”. In recommending buying options for me, the owners would crow “This is what they’re wearing this year”. Already old enough to have a BS Filter, I would ask: “Exactly who are they?”

top10Later, during my disc jockey career, in addition to weddings, I provided music for about 100 fashion shows, annually. It was there I witnessed Stage 4 Pretention in the form of society women following brand name fashion designers of the highest order.  They would blindly pay big bucks for dresses for the it-designer-of-the-month. Sometimes the style was a hit, sometimes a miss. The cash register would ring, in either case.

For the last 15 years, my involvement with the wedding industry has been primarily from a marketing perspective. It strikes me as incredibly bizarre that so many brides and businesses follow the lists of others as though these trends were etched-in-stone.

It strikes me as completely contradictory to follow trends while concurrently trying differentiate one’s wedding or one’s business from others.

My outlook is this:

“Brides are caught up in the vortex of the engagement. Asking them to reconcile the contradictions is a tough task. For wedding industry businesses, it should not be that way. Don’t be a trend-follower. Be a trend-setter. Be a forward thinking company that has competitors chasing you. If you want to become a wedding SuperHero in your market, you don’t get there by adding products or services that are floated out there as trends.”

Get out of the office, go to an association networking meeting, drive to a regional conference, fly to a national or international conference.

Read both digital and dead-tree resources. Watch TV shows. Attend special events.

Then, don’t blindly play follow-the-leader. Employ a thoughtful filter to add what suits your company personality, and what you think will connect with the target customer in your area.

Don’t just copy. Adapt and have an original thought, from time to time.

Be a leader, not a follower. Set yourself apart by NOT simply following trends. 

End of rant! Thank you for your patience 🙂

Andy Ebon
The Wedding Marketing Authority