How do you market your wedding business? It's vital that you have a marketing strategy to keep the flow of enquiries and bookings.
A marketing strategy might sound like you need to spend days creating a lengthy report but in reality, you just need to stop and think about what you want to achieve.
A good model for planning is the OASIS model, as this breaks down your actions nicely.
Think about who your target audience is, how can you break these down? Perhaps you could consider age, gender, location and marital status. For wedding photographers you can use this to target anyone who is engaged and lives within a certain radius. This will help you to start to think about how to reach your audience.
To help you plan your marketing it's good to think about what have previous clients said about you, this can give you valuable insights into what drives people to book you and might spark a new idea for your marketing.
Before you get stuck in to planning any marketing, you should consider how you will evaluate any activity. The most important thing about doing any form of promotional activity is to think about what your end goal is and how you'll evaluate if the campaign or activity has been successful before you start. Ideally you'd use evidence from previous activities to help refine your approach, although this isn't always easy when it's your first attempt at something.
In a nutshell, you need to be thinking about what you want in return for spending your money?
In marketing there's a common phrase of ROI; return on investment. You want to be able to demonstrate the value in your marketing and show that the money spent was worthwhile. If you spend £100 on an advert that generates 100 bookings and spend £10 on a poster that generates no leads, you know to put your money behind more adverts as well as evaluate why they performed differently.
Equally it’s worth looking at how effective a campaign is. If your £100 advert generates 100 bookings and your £10 poster also generates 100 bookings, I’d suggest you repeat the poster next time.
While you're thinking about your marketing, it's also worth thinking about your business strategy for dealing with requests. Look at how easy it is for couples to find you and get in touch with you. How quick do you respond to couples? There's lots of research that shows that the quicker you respond the more likely they are to book, so you don't want to be taking too long to respond.
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