– Guest post by Jim Parsons

Bride and groom at the bay

When couples get married, they want something fabulous! Unfortunately, fabulous often costs money. In some cases, a lot of money.

This is a common question/statement among the brides our company speaks to on a daily basis. As a business owner, I face a constant challenge of understanding these concerns, but selling a service that is more expensive than the average DJ or planning service in my area.

Not only are we successful at it, but we’ve booked ourselves big time with the following practices. Here’s how we do it:

  1. Target your audience better than any other company who does what you do.
  2. Don’t waste time on leads that do not match your objectives or will take decades of convincing.
  3. Be open to movement in pricing on dates when you aren’t normally busy.

In a bridal market where couples are placing more emphasis on budget, how do we “non-budget” businesses thrive? The key is in understanding how you can use low cost or free internet marketing tools to reach the audience you want to reach!

1) Facebook targeted ads.

With Facebook there are a lot of ways to waste time and money. If utilized properly, it can be a great tool for narrowing down your market and reaching ONLY clients who you’re specifically trying to reach.

Facebook’s cost per click ads allow you to specify gender, location, age, working class or income, relationship status and more.

Most people who’ve researched Facebook ads already know this. What they might not know is that you have to make sure the content in your ads is specific enough to weed out clients you DON’T want.

If you’re looking for Friday night events, offer a “Free Gift for Friday DJ Bookings” in your ad headline. If you want to book more long weekend Sundays, consider something similar. It might get you the odd Saturday inquiry, but it targets the nights you want business.

2) Free or low cost listing sites that focus on your profile and communication with clients — NOT the fact it’s free.

There are tons of sites you can create a profile on. Wedj.com, weddingwire.com, weddingvibe.com… and we suggest you list there if you want to. But, where we succeed is by focusing on the sites that allow you to really target your message and communicate directly with the client if possible. Demonstrate your expertise!

Sites like TheWeddingBidders.com work well for low cost listings that allow you to market ONLY to the clients you want by communicating your specific, unique message and offering a quote or availability to whatever client suits your needs best.

If they don’t fit your market, your desired date, or your business profile, you simply go on to the next one who does. There are multiple listings going on at once, so you can find a date that works with your schedule.

3) Offer an irresistible deal to your local hotels.

Having a few hotels or venues in your back pocket is great. But everyone is trying to do that. Try something different.

Contact local hotels and venues and let them know that you’d be willing to offer them a fantastic bonus for referring clients on off dates. Sure, you’ll take regular referrals as well, but let them know that you’ll really go the extra
mile with bonuses on off event times.

It’s easier for the venue to remember your name on an off date because for them, there are not as many clients to refer, either. It’s a much more one-on-one situation. You’ll be the “Friday guy” or that “Sunday company we call” instead of one of ten DJ’s they refer on a busy Saturday.

Try these tips and you’ll find it much easier to target the right brides for you!

Jim Parsons is the owner of Equinox Sound and Entertainment Inc and CEO at www.theweddingbidders.com, an online planning site that provides a solution to the issues many brides and vendors are facing in today’s changing bridal and wedding economy.

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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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8 thoughts on “How To Target Your Advertising Dollars to Attract the Right Couples for Your Wedding Business!”

  1. Do you have any experience with Well Wed? I subscribed with them for a one year period (very expensive) and my venue did not receive one lead. The person I booked with left within 4 months of me signing the agreement. I have call and emailed them and no one will respond. My next call is to the Better Business Bureau.

    1. Hi, Drew. I don’t have any experience with Well Wed. If they aren’t responding to your multiple inquiries, the BBB sounds like a good approach. Sorry to hear about your challenges with them!

  2. Jim Parsons says:

    Hello to all,

    Thank you for your comments. As the creator of the weddingbidders.com, let me be the first to say, there are plenty of sites beyond theweddingbidders that can do what we’ve found is working in our local area. Our mention of it was more to provide an example of the type of site that can generate great leads for you. We apologize for any confusion knowing most of the readers here are not local to our area and it wasn’t an intention of ours to grab new users.

    Every local area will be different and we urge all of you to search your local area to find something similar. We hope the information within the article is more where you focus your attention than our mention of the site itself.

    We wish you all the best in finding cost effective ways to better target your audience.

  3. Cyndi says:

    I agree with Susan. Weddingbidders is out of my price range. And I had to REALLY DIG to find out their price. Yes, there is valuable info in his article but it is also an advertisement for Weddingbidders – where he happens to be the CEO.

    1. Stephanie Padovani says:

      Cyndi & Susan, I appreciate that you’ve shared what you learned about Wedding Bidders.

      Jeff and I debated publishing this article because of the plug for Wedding Bidders. We decided to allow it because the quality of info is good. Plus, Jim was extremely courteous and friendly in his email communication with us. We didn’t get anything out of the arrangement other than good content, which is worth a lot to me. 🙂

      When you evaluate advertising, the price isn’t as important as the RETURN ON INVESTMENT. If you paid $500 for a year’s worth of advertising, but booked $10,000 worth of jobs from it, that makes it a bargain, doesn’t it? Just a reminder to keep focused on the results and return, rather than simply the initial investment. Otherwise, you can end up missing out on opportunities.

  4. This wedding bidders is $500 a year to advertise. Thats expensive to me.
    It is a beautiful site though. I am happy that these are working for some of the vendors.
    I’ve found that the more I pay for advertising the more my prices have to be.
    There is no free trial either you have to give your credit card information up front before getting your free 30 days.

  5. I checked out Weddingbidders, but they only target Alberta Canada. Also, I’ve placed ads on fb and am unable to find where you can specify income ranges.

    1. Stephanie Padovani says:

      You’re correct that there is no “income” segment to target in Facebook ads. However, you CAN target affluent individuals indirectly by:
      – Zip Code
      – Profession
      – Education level
      – Age
      – Interests
      What are the high-end zip codes in your market? You can target lucrative professions and college grads who tend to make more money, and those 25 who tend to be more established.
      Check out this article for more income targeting ideas: http://searchenginewatch.com/article/2066809/How-to-Target-Affluent-Facebook-Users

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