Another year - another year of learning from brides and grooms. This year our Bridal Focus Forum took place at the beautifully renovated Tysons Corner Marriott located in Vienna, VA. We had over 50 members and guests attend this popular annual meeting.
photos by www.larryglattphotographer.com
What is a focus group? By definition, a focus group is a small number of people gathered to answer in-depth questions. On Tuesday, September 25, we had six couples speaking with us. They represent .0001875 of the whole market - meaning that the fact that one couple chose to do something one way, another couple did or didn't agree with them, and another chose a completely different approach - doesn't substantiate or refute trends. The value of hearing from these couples is in tuning in to their new ideas, and to hear their suggestions for alternative approaches to areas in which we face challenges.
Some ideas that came out of this group:
- Couples may search online at work and at home, but don't count on them to save information at work.
- Couples may have a wedding Web site that would help you know how to serve them, but you'll have to ask about it
- Grooms weren't excluded from planning in any category, and sometimes took the lead in categories such as Honeymoons, Videography, and Music. In the future, think of hooks to get the groom excited and involved, as he may bring new financial resources beyond the original budget.
- High interest categories (reception sites, photography, florists, cakes) get the highest level of couples' attention. Lower involvement categories face the challenge of couples' "built in competencies" that keep them from being approachable by wedding planners, honeymoon specialists, makeup artists and others. In the future, these professionals can find interruptive ways to challenge couples' competencies early in their planning. Suggestions included Quizzes, Do's & Don'ts, 10 Mistakes, etc. delivered interruptively via emails, postcards, ads (if email, monitor your open rates - one groom said he doesn't think emails get opened anymore). Note - approach should be objective, supportive. Also, "perceived competencies" were acknowledged to erode over time, with new solutions being given higher consideration three months out from wedding dates.
- Decor - brides would have liked to have done more, but felt limited by their budgets. In the future, decor specialists could communicate earlier about the value of special effects, with suggestions on how to plan for costs
- Studios can impress, but Web sites are accepted among these couples as proxies. Couples appreciate vendors who remove stress by "bringing the show to them." Nearby coffee houses were cited as popular meeting choices.
Among these couples, budgets ranged from as little as $10,000 up to $30,000. Jim Johnson was this year's moderator. He began with asking the couples how they found their vendors. Most used the Internet, magazines and referrals.
Some couples stated that the look of a vendor's Web site was very important in their decision-making. They liked it when they saw a list of other vendor links that they could quickly click on to view. Some vendors were found on Craig's List. One factor for the couples in choosing a vendor was being passionate about their business.
When asked what influenced them in their decision for hiring a photographer, most said they had to feel comfortable with them, the photographer had to know what they were talking about and they liked it if they made suggestions. They liked looking at samples from other weddings and just meeting with them over coffee.
Some couples chose a vendor on rapport alone instead of whether they were local or not.
The couples were asked if they would use their same vendors again. One couple said they would probably go with a smaller professional firm rather than a larger company. Larger doesn't always mean better. They liked vendors who owned their own company and so were able to deal directly with the owner. The couples mentioned they liked it when vendors would add or do special touches to make the bride and groom feel comfortable; listening to the bride and groom - not being pushy, be flexible, open and honest. Communication is a big factor and pricing. One couple mentioned, "Do the job as if it's your most expensive package."
Most couples who did not use a wedding planner/coordinator would definitely do so now. Mosts couples planned the wedding themselves, but felt overwhelmed. They definitely would use a day of coordinator. One couple said their wedding coordinator was outstanding. She made the bride feel like the "Belle of the Ball." When a member asked the couples how wedding coordinators can convince potential clients to hire a wedding planner and/or coordinator, one couple said to mention the stress and how the wedding planner/coordinator can relieve it. Maybe relate a horror story and how it was fixed and relate a success story.
The couples were then asked how they planned their honeymoons. Most used the Internet by booking their trip with a travel company online or on their own using Expedia, Orbitz or Priceline. One couple mentioned that it never occurred to them to go to a travel agency to help them with their honeymoon. Two couples had timeshares that they used.
The loudest message that came through throughout the evening is, "Please don't expect us to work to get to know you!"
Bottom line - make sure your message is
1. Easy to find
2. Easy to grasp (Pictures speak volumes, Words create stress if too dense)
3. Relevant to WHO THEY ARE (not WHO YOU ARE)
4. Consistent, authentic, supportive
If you work only by referrals, publishing your prices is not an issue. Otherwise, if you're not publishing your prices (or at least your "Prices starting at..."), couples assume it's because you're too expensive, and your name drops to the bottom of the list in favor of prospects they feel comfortable with.
Meeting in person is important - it allows you to connect with them at a significant level, and allows them to confirm your level of professionalism. But most couples burn out quickly because of all the demands placed on them - considering the number of vendors, the number of family members, the unpredictability of driving in and around Washington, D.C. These dynamics will only intensify in coming years. They appreciate it when vendors come to them or are willing to meet at a nearby coffee shop. If you incorporate this approach, your professionally done Web site can convey many of the dimensions that having the couples come to your location would have provided, as well as having professionally prepared presentation materials.
As far as bridal shows, some couples attended them; some not. Of those that did, some did hire vendors from seeing them at the bridal shows. They liked seeing or getting DVD's with information about the vendor's business. They liked vendors that stood out. Some only took fliers/information from vendors of those they were interested in and followed up on the Internet. Some attended to just see what was out there while one couple mentioned that they thought the bridal show was overwhelming.
When asked what they planned first, about half planned the reception first while the other half chose or planned their honeymoon, catering and wedding coordinator first.
Near the end of the panel discussion, one couple had a suggestion for AWP - network, communicate to refer amongst ourselves - if we're doing this already, they weren't aware of it.
We have LOTS of great photos from the event, taken by Larry Glatt Photography, in our Photo Gallery - click on the link and go to September 25, 2007 Photo Gallery: www.weddingprofessionals.org/meetinginfo.php?p_or_f=p
