Las Vegas. Sin City. Land of Elvis, Entertainment Capital of the World, internationally famous monument to 24 hour sensory indulgence.
Jeff and I visited Las Vegas last week to present at the Mobilebeat Convention (Shout out to our DJ brothers and sisters!) and I found myself wondering…
What Las Vegas teach us about the wedding business?
Gazing out at the bright lights of the strip, it suddenly hit me.
How to Stand Out in the Crowd
Most of the action happens right the on the Las Vegas strip. If you’re staying in town, it’s where you want to be. And within those 4.2 miles you have 62,000 hotel rooms and 15 of the world’s 25 largest hotels slammed right up against each other.
Think about that: these hotels are all competing for tourists’ business with their biggest competitors right next door.
And we complain about the competition in the wedding industry!
So how do they do it?
Each of these hotels is famous for One Thing. The Bellagio has the fountains. The Mirage has a volcano. The Luxor has the Egyptian pyramids. Caesar’s Palace delights gluttons with its Bacchanal Buffet boasting over 500+ dishes prepared by top chefs.
Slammed up right against the competition, each hotel has no choice but to STAND OUT…or get squashed.
Each hotel appeals to a different group of people. Becoming known for a single special feature attracts the customers who want that specialty, and allows each of these iconic hotels to thrive even in the midst of all that competition. They aren’t forced into competing on price because no one else can do what they do.
Of course, there are some sad hotels on the Strip that are famous for the Cheapest Hotel Room Rates in Vegas. But I wouldn’t recommend modeling your wedding business after them, unless you enjoy living off the scraps of the Big Guys who make all the money and get all the glory.
The easiest way to stand out from the competition is to become known for your Unique Factor; once you are the #1 or the Only option in your market, you have no competition.
Take a lesson for the Vegas hotels and go bold. Be different. Declare your uniqueness to the world and reap the rewards of uniqueness.
Smash the Competition With One Sentence
What would you like to be famous for?
If you could pick One Thing to be known for in your wedding market, what would it be?
Finish this sentence:
“[Insert the name of your business] is famous for being the #1…”
Choose your speciality, own it and build it into every piece of marketing you have. Become the #1 source of something and you’ll never have to compete on price again.
What makes you totally unique in your market?