For years, the 4 P’s of marketing – product, price, place, and promotion have ruled the marketing world. When I started in the wedding marketing industry 18 years ago there were just a few things to remember and do when writing and launching marketing campaigns.
Today, however, the 4P’s are no longer all you need to follow. Wedding services abound, pricing is creative, booking abilities are both online and storefront, and advertising media has fragmented into many shapes and forms. Can you say “social media and email?
It’s time to kick the 4P’s out the door and embrace the P.O.W.E.R of marketing – People, Ownership, What’s in it for me, Easy, Regular.
Let me explain:
People – Market power is no longer in the hands of the seller. Thanks to the internet, buyers hold all the cards. Engaged couples can search, compare, and buy from numerous sources including down the street to around the world. This has meant the erosion in the power of mass marketing and the need to be creative and sophisticated in targeting the right audience.
Ownership – If your ads and promotional material sound and look the same as your competition then your marketing campaigns will not be as effective as they could be. Many marketing professionals call this “ME TOO” marketing. What does that mean? Let’s say that your competition offers a "free engagement photography session" promotion. If you say, “Well, our competition is offering that so we will too” then all you’re doing is “ME TOO” marketing. You have to give engaged couples a reason to book with you OVER your competition.
What’s in it for me? – Every day engaged couples are bombarded with ads and information. Why should they pay attention to your ad and buy from you over your competition? What’s in it for them? Keep this important point in mind when writing your ads and creating your social media, blog and email campaigns. Think like a bride and groom and always give them a reason to book with you over your competition.
Easy – In this time impoverished world, people want convenience – drive thru windows, express check out, online shopping and banking, etc. Engaged couples want that..and expect that too. Give them access to what they want when they want it. Make your services easy to buy and research whenever and wherever an engaged person is looking. For example, create blog article chocked full of wedding planning tips, trends and other wedding vendor spotlights. The more helpful content you give a couple while they're immersed in your wedding brand, the more likely they will be to see you as the expert and want to buy from you.
Regular – When placing media (whether traditional or not) always make sure that you plan a regular, long term schedule. This will keep you in the minds of engaged couples. Why is this important? Only a handful of engaged couples at any given time need your product or service. However, when the need does arise, they will remember the great blog article they read on your blog or social media post they liked and call you. This is called "top of mind marketing" and it works.
An effective wedding marketing plan must consider the P.O.W.E.R in its research, development and execution. Understand who your target market is; provide relevant offers and content; provide the ability for engaged couples to purchase conveniently; communicate and have a consistent call to action throughout all of the media you place.
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