Marisa Menzel of Madison, Wisconsin writes:
“I’m a wedding planner and have recently started hosting monthly ‘workshops’ at a local bridal shop. Each month we ask one wedding professional to come in to talk about their trade.
“We tell the attendees the name of the business that the professional is from, but the main focus is informative, as opposed to selling. We then also have free wedding cake for people to eat while they are there and something free for them to take home. At the end of the event, the attendees can ask questions of the professional, myself, and the other brides there. It’s kind of an open forum.
“Our problem is low attendance. Our current forms of advertising are sending out an email to approx 2,500 brides, and then listing the event in one of the free weekly newspapers. But we aren’t getting much response. How can we increase attendance?”
Use theknot.com or WeddingChannel.com to publicize your seminars. There is usually an area of the site dedicated to local resources, so finding out how to get your seminars listed might allow you to find local brides, and maybe even e-mail the local brides in their databases.
I’m in Madison and have a couple of ideas – first, cross promote with local jewlers, especially those that specialize in wedding rings (they are seeing the customers you want, who are in choosing wedding rings). Have one of their experts explain trends in wedding jewelry, in exchange for them promoting the event in their store(s).
Second, tie in with a large hair salon (such as JC Penney in Madison, which is huge) and let the stylists be your publicists. The salon can promote your bridal fairs year-round, and you can have their stylists demonstrate beautiful wedding hair on prospective brides (their clients with upcoming weddings) at your events. That would also be a cool TV tie-in for June (wedding month) if you can pull it together soon enough. The 5 pm WISC news here often broadcasts from interesting locations for that newscast, as it covers less hard news.
Wedding websites such as TheKnot.com, WeddingChannel.com and Brides.com often have free message boards where brides-to-be can post ideas, activities and events. The local board for Madison would be especially great for advertising a free event that is wedding-related. Some of these sites do not allow vendors to post information, so make sure it’s ok first.
Also, there are usually a couple of local bridal websites that might be able to advertise the event online. I know that here in Florida, there are several specific sites that offer vendor information, articles and tips for brides-to-be. They would probably be happy to post information on their site for a free seminar.
Definitely send out Press Releases every month featuring the guest speaker – to local/regional radio and newspapers. If you don’t already have a relationship with your local newspaper, make contact in preparation for pitching a feature story. Sometimes the biggest thing for events like this momentum.
Sit down and brainstorm where your target audience is and make a list. You have the usual bakeries, jewelers, printers, photographers, travel agencies, etc. and work on a joint venture with each of them. For instance, if you provide your brides with their brochure/information, they will advertise your event in their place of business. Get creative with your joint venture proposals!
Also, don’t forget churches! Many church bulletins will print free services offered to their parishoners for free. I’ve found that churches will often print your announcement if you provide it to them in a one or two sentence format. Then they don’t have to edit down your information for their bulletin.
-Since the list of brides is ever changing, make sure that your e-mailing list is not old. The other wedding service professionals you bring in should contribute their mailing lists – or doing direct mail themselves in exchange for the publicity you are giving them.
– Offer discounts and lots of talk on how to save money and how to work with wedding planners, etc. in the best manner so as not to waste time and money.
– Host an event where potential brides are asked to wear their worst nightmare bridesmades gowns. Something like that would be a fun media event.
– A church I once belonged offered quarterly concerts to those getting married in the next six or so months. Those of us who performed wedding music (singers, intrumentalists and the organist) performed snippets of famous wedding music. The brides were given pen and paper with all the names of the pieces so they could tick off which ones they liked (but didn’t necessarily know the name of). They could also book our services right on the spot. Moral – make things very easy for the busy brides and make sure they know that they are not being “sold” more services, but that their lives will be made easier.
Good luck!
Workshop attendees should absolutely be given a discount at that week’s speaker’s business. I’d also suggest you exhibit at the Bridal Expo each winter and see in advance which media will cover it – and then pitch them on what you’ll be doing and why they should stop by your booth.
Is the Wedding Planner and Guide still in existence? They used to be given out free all year long at various business around town and it was full of “how to” articles. There is also a new publication called Wisconsin Bride (www.wibride.com) – try pitching them on a story idea.
I have had a lot of success posting a contest on my website. Most bridal fairs also have contests, where brides can win a free honeymoon, free elements for her wedding, etc. This is the main draw of bridal shows, so I would think that if you offer a door prize, a drawing, the brides will come. Also, if you post this contest on your website, you will increase your mailing list, too.
I have a wedding photography business and I know my brides are always trying to stay on or under budget–difficult to do for this kind of event. Perhaps offering coupons or discounts for the bridal shops where your workshops are held or from the businesses of the speakers will help.
You mentioned that these workshops are hosted by a local bridal salon.
How about rotating the locale each month to a different specialty location? Party rental places, bakeries, tux rental shops, jewelers, printers (get the other side of invitation horror stories!)restaurants who cater, photography studios,travel agencies — are just a few businesses that might just be thrilled at some extra PR and potential customers.
Check with your local TV station morning show (they usually have at least one female host), and see if they would be interested in doing a “Wedding Do’s & Dont’s” or “How to Avoid a Wedding Horror Story” segment, where you could come in and talk about the things to think of.
At the end of the show, the hosts will usually mention the seminar as a way to find more information (at least this host would).
Take a page out of Joan’s book and write a summary of the information that was shared at the last presentation. Be sure to put in just enough information to catch their attention, but not so much that they don’t feel like they need to attend future presentations. Post it to your Web site with a call to action that says, “If you found this information interesting and useful, we have more in store for you on [Date] at the Bridal Salon. So and So will join us to give tips on how to [blah, blah, blah].” Then offer a free full transcript or tip sheet from the previous event in exchange for something like the name of another bride they may know that isn’t there. If they don’t have a referral to give, tell them they can have the tip sheet for a dollar. It boosts the value of your information and also might provide you with new names for your list.
A funny or catchy name will help: “How to get married” or “45 minutes to an easier wedding”. Tie in with the Bridezilla tv show “Are you a bridezilla?”. Put a big sign with the catchy name in the window of the bridal shop. Send a tips list to the paper each month with tips from that month’s professional and a footnote about the workshop. If your tips are helpful, it may lead to a monthly column in the paper. You did not mention a cost, but the workshop should be free of charge.
Take a booth a local bridal event – make flyers for that day to pass out with “save the date” information about your seminar or workshop – have bachlorete coupons for her special night at a club – discounted passes and they only receive them when they bring the save the date flyer to your workshop – everyone has a bachlorete party and you get a chance to be one on one with them for follow up calls and emails – they have a face to remember and they will attend. good luck!
My suggestion would be to have a groom night. Focus on things that would get the groom involved in the wedding planning instead of the usual comment he heres of “just show up”. Think of themes for the wedding, types of invitations, or a theme oiented reception that the groom may like.