What happens when you stop marketing?
Your company has reached the point where you no longer feel the need to advertise. You have stopped all print, quit doing bridal shows, maybe you’re not even active in social networking any more. You still have a website and that’s all you really need, post a blog here and there and sit back and work the events your venues send you. All’s good right?
Right, you have plenty of business for now. However in the wedding business we are constantly dealing with a completely new group of brides year after year. Referrals will come in for a while but as newer companies market themselves the brides hear about them and not you. In just a few years your excellent branding you may have built up can fade away. It is totally possible that new brides may have never heard of you.
Not advertising this season can mean a year from now you won’t have as many weddings as you have now.
Anyone might want to take a break from time to time, but be careful how long you keep out of the limelight.
Sometimes, the idea of not marketing can be contagious. When you mimic the decision of fellow professionals, are you doing what is best for your company? The people who work at venues come and go, preferred vendor lists can change at the drop of a hat. It’s never wise to put all you eggs in one basket.
To insure that your brand keeps on growing the way you want, stay active! Keep your name and company in the forefront of other vendors and the brides by participating in quality bridal shows, keep a print presence in wedding magazines and on wedding websites. If you pull back too much and are out of site and out of mind beyond your small referring group of friends, you will no longer exist to new brides and newer pros.
Perhaps you feel you can get all the business you want from the venues that refer you, however if all professionals feel that way and only venues do the advertising and exhibiting at shows, shows will cease to exist as they need the variety to fulfil the brides expectations when they attend shows.
You might call it the “circle of life” for weddings. If we all don’t work together to make the wedding planning experience what the brides want and need, the face of the industry will soon change in a way that none of us will like.
Think about the things you did that got you to where you are today…..if you stop doing them will there be a negative impact on your business down the road?
It’s not too late to book a marketing package with Bridal Spectacular Events, reaching brides through bridal shows, print and web.