Tag Archives: bride

Social Media + Self-Absorption = Online Reputation Implosion

online reputationIt’s common for people to make fun of self-absorbed brides who become ‘bridezillas’. The wedding industry bears some responsibility with headlines, such as “It’s all about you.”

Wedding professionals can sometimes cross-the-line in their own level of self-importance, forgetting they are part of team, serving the bride and groom. And then there is award-winning foolishness, as demonstrated by this short video clip, we witness an online reputation implosion.

Whether we realize it or not, our businesses, and our behavior are on display, constantly. Be it recording, photograph, or videography… there is documentation everywhere.

The wedding officiant in this clip prefers no photography or videography during the ceremony. A point he seems to have failed to discuss with the bride or groom, as well as the photographer or videographer. He creates to the consummate awkward moment.

Your thoughts and comments are welcome.

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

Bride Attraction: Pre-Show and At The Show


Future Client

The smart vendor is not just waiting for August 16th and 17th to meet brides for the first time, at Bridal Spectacular.

The smart vendor is introducing their brand to brides, prior to the show. With advance brand awareness, brides will be looking for you… If the need a service in your category, you rise to top-of-mind.

As brides buy tickets to attend the show, they are added to the show email list. The best rhythm of communication is to send an email communication every other week, leading up to the show.

The emails should have fresh content, each time, and don’t be more aggressive than every other week… it can become annoying or needy.


My favorite new communication service is a texting service called Oh Don’t Forget. For a whopping $4.95 per month, you can schedule texts to heart’s delight. Reminders, promos, anything your heart desires. Get right to the top of a bride’s list… with a text message.


It’s easy to just give discounts or have giveaways. Raffles are always cool, if you really focus on getting sign-ups at your booth.

But a solid strategy is to develop an added-value promotion. It will connect with some brides who are leaning in your direction. Adding the extra hour, the bonus service, the extra product… are tipping points for closing a sale. Buddy up with a couple of your fellow exhibitors and brainstorm this one.

Secure A Date – Take A Deposit

Lock down an interested bride by taking a deposit. Some people bring checkbooks, but most don’t. Be prepared with your calendar for appointments AND bookings.

squareFurther, be ready with Square or PayPal Anywhere to take credit cards payments on-the-fly.

PayPalAndy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

Is the bride your ‘singular’ prospect?

prospectSelling to the bride is often the focus of wedding marketing, in general, and bridal shows, in particular.

ANSWER: Yes, BUT… that mindset is an oversimplification. And if you miss the nuance, you may lose the sale.

A BETTER QUESTION: Who is the decision-maker?

There can be multiple decision makers. People who contribute money to the wedding (parents, future in-laws, fiancee) almost always do so ‘with strings attached.’ They may be upfront about their influence. Their influence may be subconscious. Either way, it exists.

The ‘wedding process’ can become a ‘committee process.’ We recognize that as an entourage at a bridal show. There are official member of the entourage, unofficial members, and possibly hangers-on (Those who have been dragged out for the day, semi-unwilling).

All of these people may be well-meaning, but, unwittingly, they complicate the sales process… which is not good for you, or the bride.


Whether face-to-face at a bridal show, in an appointment at your office, on the phone or via email, it is important to identify decision-makers and influencers.

In person, at a bridal show, the bride is usually identified by a special name tag or badge. Don’t let that stop you from greeting everyone accompanying the bride, and their role in the wedding.

When setting an appointment, ascertain who the decision makers are, and make certain ALL OF THEM are present. There is nothing worse than presenting to the bride, alone, only to be told, “I have to run it by my fiancee.” 

Even if she leans toward hiring you, that can work against you. A groom will not feel the seem excitement or energy, hearing about you and your service, second-hand. A bride’s uber-excitement may even create skepticism.

Sell to both bride and groom when they are face-t0-face. It takes two people to say ‘Yes’, but only one to say, ‘No.’ Even if one member of the couple takes the lead in questions, make eye-contact with both of them… Ask a question of the more passive person.

One of my favorite strategies, when the momentum of the sale had softened, was to say… “Let me leave the two of you alone, for a few minutes, so you can talk about me, behind my back.”  Having some ‘alone time’ allows the couple to confer, and see if they are on-the-same-page. When you rejoin them, it’s not uncommon for them to say, “OK, we want to go ahead and work with you.” or ask a final question or two, that needs answering… and then firming up the booking.

Your awareness of the sales dynamics and people involved is key to process of making the appointment and closing the sale.

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog