One way to charge more for your services…and get it…is to work for the high-end “luxury” bride market.

But if you’re currently only working with low budget or mid-range wedding budget clients, how do you break into the high-end market?

Natalie Bradley, who specializes in attracting the high-end bride, shared some tips with us.

1.    Go where the high-end brides are.

If you want to book more high-end weddings, you have to be where they are.

Do some research and uncover the venues where the wealthy class hangs out and meet them there.  In your market this might be a:

  • Country club or golf club.
  • A high-end bridal boutique.
  • Church or synagogue.
  • Charity organization.

Once you join the organization, volunteer for a board and get involved.  Having a position of visibility that shows off your expertise will make you the logical choice for couples getting married in that circle.

2.    Create a luxury package.

The packages you’re selling to budget brides will simply NOT work with the high-end audience.

You need to create a luxury package that is top of the line, includes everything, incorporates “custom” options, and has a price tag to match.  Your presentation and pitch should not mention or focus on price or “stretching the budget;” these tactics actually repel high-end brides.

3.    You need to be high-end from start to finish.

It goes without saying, but if you want to work in a high-end market then your image, products and services have to be high-end to match.

Your appearance should be professional and well-groomed.  Your website must be beautiful and polished.  Your packaging and marketing materials need to convey the message that you a high-end service delivering exceptional quality.

Bring in professionals to help you pull this off.  Average, mediocre or do-it-yourself just isn’t going to cut it.

4.    Target your marketing to the venues and vendors who work with high-end brides.

Rather than promoting your wedding business to everything and everyone, laser target your focus by marketing to the locations and wedding vendors who are already working with your ideal high-end clients.

If you’re doing a bridal show, ONLY attend those who attract couples from the affluent zip codes.  Take those high-end boutique vendors out to lunch, make friends with them and find out how they do it.

Break into these circles and you’ll start attracting leads from high-end weddings.

5.    Focus on the luxury experience at every level of your business.

Luxury is all about customization, personalization and above and beyond customer service.  Luxury is about everything unique, exceptional, one-of-a-kind.  Luxury is about feeling special, being pampered and indulged.

Luxury is NOT cheap, reasonable or budget-friendly.

Each step of your marketing and business process should be designed with that luxury experience in mind to deliver that full-on luxury feeling.

Working with the high-end bride is not for every business.  It’s a much smaller portion of the market and your marketing has to be top notch to reach them.

But if the high-end bridal market is a good match for your business and you want to work with these brides, here’s where you should start.  BE the luxury wedding vendor and those high-end brides will be irresistibly drawn to you.

What do you think about working with the high-end bride?

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Stephanie Padovani

Stephanie is a Hudson Valley wedding insider, blogger, writer, and wedding business coach. Want to book more weddings at higher prices? Quit dealing with price shoppers? Transform your wedding business so that it supports the life you really want? Look her up! They don't call her the Wedding Business Cheerleader for nothing. :)

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16 thoughts on “How Can I Attract High End Brides?”

  1. Ipes says:

    I’m a Videographer and I’m always learning to change the ways a couple or bride enjoys and experiences their wedding. There are a few things that you spoke that I already provide and offer that others do not making us unique. But, even so with our videos being something most are not doing near us and getting heads turned our way I feel the importance that video reveals to brides or couples is still being more focused on paying high for photography and not videography. Video is a lot of work and I love it but how do I express the importance beyond video of its impact? Also, what best advice do you have for marketing video through online to finding vendors like on the knot and wedding wire? Furthermore, is it OK to offer discounts/sales or does that undermine someone’s work?

  2. A.Rei says:

    Do you have any advice for someone establishing a new high end bridal store? Becoming authorized retailer for designers, consultants to hire, websites to visit, etc?

  3. The best time to uncover your niche or specialty is NOW, even if you’re brand new in the wedding business.

    I’m not saying that you should turn down work outside your preferences, but you should target your message and marketing for the ideal couples you’d like to attract.

    Here’s how to start:

    – Imagine your ideal couple. How old are they? Where locations do they choose? What lifestyle, career and education? What style of wedding do they have?

    – Find your ideal couples and survey or interview them. Learn what they want, what they don’t want, and what they’re looking for. If you don’t have clients of your own, “borrow” someone creating the survey for another business who works with your ideal clients. You can also use friends or acquaintances who fit your market.

    – Design every piece of marketing to attract your ideal couple, using the exact words they say to express what they want and don’t want.

    You won’t nail your niche and marketing 100% the first time. Nobody does, not even the marketing experts.

    You can always go deeper and get better at connecting with your ideal couples. Start now so that you can get more of the clients you really want.

  4. Tatiana P says:

    Hi thank you for this post,

    Now my dilemma… I am just now starting as an event planner, just launched my business and I am still waiting on my first bride. Now I haven’t quite selected a niche because of the lack of years of experience, but my ultimate goal is to attract High end brides, because I am in love with these types of weddings.

    do you recommend me just market in general as i get much experience or just go for the high end brides get my experience there? of course I can’t afford lavish gifts as of now, but I will get there.

    Thank you!

  5. I agree with all this. You have to have work to back up your the image/brand you are going for. Reminds me of, “dress for the job you want, not the job you have.” Know that getting into the high end market will take some time, but get in good with a high end venue or a bride with lots of other affluent friends, and your path will be shorter.

  6. Do you have any specific suggestions or companies that have quality products for packaging and marketing? I’ve tried to make some of my products nicer, but I don’t think they really portray the highest quality. Are there some really nice ways to deliver the dvd to them? Also, do you have any suggestions for gifts to the bride to make them feel special or valued? I’ve heard of a photographer giving them wine. Just a thought.

    Northwest Arkansas Wedding Photographer

    1. It pays to hire a designer to layout your DVD design and packaging. That’s the more expensive part and the piece that really makes them appear “high end.” For the actual packaging service, choosing a higher quality print or sturdier package helps, too.

      If you’re after the REALLY high end market, think bigger. One wedding planner picks her brides up in a LIMO for the meeting and provides champagne. Others have done exclusive, invitation only bridal shows to feature couture gowns.

      It really depends on the market you’re after. If it’s profitable enough, it’s worth the investment.

      If you’re not quite at that level (and I’m sure not!) a gift of valuable information is cheap to make and yet very valuable. For example, mail them a DVD of a professionally shot and edited video sharing wedding tips, wrapped in a nice package.

  7. Anonymous says:

    As you say some of the bridal wear business (targeting in mid or lower price point) are trying to be high end, how about those high end bridal wear company want to expand the business? They want to target in both high end and mid market, it’s like they want retain the old customer, also attract new customers, do you think it is viable of doing that?

    1. [quote name=”Cindy”]As you say some of the bridal wear business (targeting in mid or lower price point) are trying to be high end, how about those high end bridal wear company want to expand the business?…do you think it is viable of doing that?[/quote]

      It’s absolutely a viable way of expanding business! Many of the “big boys” of wedding marketing are doing it quite successfully. Even Vera Wang teamed up with David’s Bridal to create an inexpensive line of gowns.

      This might be an appropriate strategy for a high-end wedding business who finds there isn’t a large enough high-end market in their area to support their income goals. They could create a mid-budget and/or low budget product or service to serve more people and expand business.

      Check out this article from Christine Boulton for more ideas: http://www.thinklikeabride.com/theagency/2010/10/the-affordable-bridal-market/

  8. Anonymous says:

    This works great for a large town but what about us small towns that want the large weddings but they don’t seem to come and spend the money. They are all on a budget. What do you do then?

    1. [quote name=”susan”]This works great for a large town but what about us small towns that want the large weddings but they don’t seem to come and spend the money. They are all on a budget. What do you do then?[/quote]
      As Natalie points out, there is always a “high-end” market. In a small town it won’t be a $100,000 wedding; it might be a $20,000 wedding.

      You need to find where those brides are and meet them there.

      In some areas, the high-end wedding market is extremely small. It might not be large enough to support your business.

      In that case, you need to travel further to work that market. Or you can service the larger mid or low budget market.

      This requires some research into the number of weddings in given budget ranges in your market.

      Everyone has a budget these days! [i] But couples are still spending money on what’s important to them.[/i]

      If you can demonstrate the value of your services in a way that makes them understand its importance when it comes to getting what they want, they’ll figure out a way to afford you.

    2. Shelby says:

      I totally feel what you are saying . I am a certified Consultant. I have been in business for about 8 years . I’m busy every year but it’s like pulling teeth to get payments on time and i deal with a lot !! I’m still looking for that high end bride . Around my area the brides want a lot for nothing . I even have an office . Ive found myself taking whatever I can get and I pay for a lot of it later trying to pull decent designs together off of scraps of decorations and using a lot of my things that I have to rent or use just to add to for my business rep . . . My face book page is escential weddings & Gift Baskets or Google just E-Scenting Git Baskets and wedding Planning .

    3. Jamal says:

      You have to market outside of your location to any surrounding areas that have higher budgets

  9. Anonymous says:

    I did exactly as you said and created that high end, high price tag, customised, everything but the kitchen sink package. I took a bride out for coffee the other day and showed her my custom hand bound portfolio. She raved about the package, and the quality and how much she wanted to be a part of my Red carpet experience. That was what she wanted didn’t even ask about price. Could I bundle her a package with a photobooth company she knew I worked with. Not for price so much as convenience. Yes I can! Is the only answer to that ;P

    Ha could have blown me over with a feather, took all of my self control, not to say are you sure? Do you know how much that costs? lol

    Your tips and advice totally works guys, here’s to booking more high end brides. 🙂

    1. Anonymous says:

      That’s fantastic!! So glad this worked for you! ; )
      Cheers to you from Georgia! xox

    2. Anonymous says:

      Thanks so much for sharing these tips with your reader. You’re the best! 😉

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