» Easy Peasy PR Tips for Small Business Pros

 

 

Being a small business owner comes with a lot of ups, downs and everything in between. It can sometimes feel like you are forever performing a balancing act of appointments, events, and paperwork- the list of responsibilities goes on and on.

Carving out time for things like public relations is important, but can sometimes end up towards the bottom of a never-ending to-do list. The good news is that there are tons of easy tips and tricks to help you grow your company’s PR profile that won’t compete with your busy schedule. Here are some great ways to get your name out there, regardless of how busy you are.

Embrace Real Wedding Submissions

Investing time into real wedding submissions is one of the best first steps you can take as a wedding pro. Getting your work in front of engaged couples on wedding blogs and magazines can have a huge impact on your business. However, in the last several years, it has become an increasingly competitive PR method and the submission pool is overflowing with weddings.

To catch the editor’s attention, follow these guidelines:

  • Do your research: Take some time to create a ‘wish list’ of where you want to be featured and take a look at the kinds of weddings they are showcasing. You want to match your work with the media outlets that feature complementary content so that your entry is competitive.
  • Follow the rules: Surprisingly, a lot of people who submit to wedding blogs don’t look at the guidelines on the website before sending in their submission. To stand out, be sure you are following the rules to the letter.
  • It’s all about the details: Nearly every wedding blog is looking for fresh details to highlight (think unique cakes, centerpieces, flowers, stationery and the like), so be sure to include them with each submission.
  • Tell a story: Images are the focal point of any wedding submission, but if the editor has the couple’s story to go along with those photos, you are more likely to grab their attention. Ask couples what inspired them, their engagement story, favorite wedding day moments, and anything else that makes their big day stand out.  

Use Free/Low Cost Tools

As business owners, the word ‘streamlining’ has a very important place in our vocabulary. Having easy-to-use tools in your back pocket can make a world of difference when it comes to managing your time.

Here are a few of my favorites:

  • Talkwalker Alerts: If you’ve got a feature coming out but don’t have time to keep checking the site to see if it’s live, Talkwalker Alerts is a must-have. It will notify you via email when your feature has been posted so you can get to promoting.
  • Wufoo: If you like to get insight from clients, Wufoo is the perfect tool for you. It is an easy-to-use questionnaire builder that provides you with a link to send out once finalized. Once the form has been completed by the recipient, you will receive an email with their answers to know it has been submitted.
  • HARO: Short for Help a Reporter Out, HARO has been an integral part of my own business for years. Scouring the internet looking for press opportunities can be a full-time job, and this tool brings writers and editors on the hunt for expert commentary directly to your inbox.   

Offer Yourself as a Resource

Introduce yourself to your local mainstream outlets as a resource. Find out who writes about wedding content in local mainstream magazines and outlets, and make sure to find the best person to reach out to (hint: run a search on the word ‘wedding’ and see what comes up). Send an email to introduce yourself and let them know your area of expertise, as well as the best way to reach you for future articles. 
With these tips in your arsenal, it’s time to take out that to-do list and move your public relations efforts up a few pegs- trust me, you won’t regret it!   

Exclusive Wedding PR Education Expert for WeddingWire Meghan Ely is the owner of wedding PR agency OFD Consulting. She also leads the newly launched OFD Collective, a membership based community of wedding professionals seeking PR education and publicity opportunities for their business.

» 10 Years of Innovation in the Wedding Industry

When WeddingWire launched 10 years ago, we were the first wedding planning site to offer online wedding reviews – a revolutionary concept in 2007! Since then, we’ve continued to leverage the latest trends in technology to help wedding professionals reach today’s couples. Take a look at a few of the ways we’ve led the industry over the last decade:


Celebrate with us this month! 

Share your favorite wedding throwback photos on Instagram with #WeDoTBT and tag @WeddingWireEDU for a chance to win fun prizes! Get the details here.

» #WeDoTBT Contest: Share Your Favorite Throwback Wedding Photos

In honor of our 10th Anniversary, we’re taking a look back at how wedding trends have changed over the years (80s puff-sleeve wedding dresses, anyone?).

Join us in our trip down memory lane for a chance to win! Throughout the month of May, we’re giving out prizes to our wedding professionals for sharing their favorite throwback wedding photos or videos on Instagram.
How to participate:

  • On Instagram, share a past wedding photo or video, include the hashtag #WeDoTBT and tag @WeddingWireEDU in the caption.
  • Each Thursday in May, we’ll select the winning photo or video from the week to repost to our @WeddingWireEDU Instagram account.
  • Every throwback wedding photo or video counts, and whether you decide to go back days or decades, each post will be considered. Post as much as you like before May 25th for a chance to win!

Prizes include:

  • $100 Massage Envy Gift Card
  • Amazon Echo Dot
  • JBL Portable Bluetooth Speaker
  • Tile Mate 4-Pack

We can’t wait to see everyone’s fun photos and videos this month!

Terms and conditions apply.

» A Special Thank You to Our Wedding Businesses for 10 Years!

Ten years ago we started WeddingWire with one mission in mind: to help engaged couples and wedding professionals connect online. It’s amazing to reflect on just how much wedding planning has evolved since then, but our founding goal has never wavered. We feel so fortunate to have been given the opportunity to help businesses like yours reach local couples and grow to new heights since 2007. 

Without you — our phenomenal wedding professionals — WeddingWire would not be possible, and we owe our decade of success to you. We’ve helped millions of couples celebrate one of the most important days of their lives. Here’s what we’ve achieved together over the years:

On behalf of everyone at WeddingWire, thank you for being an invaluable part of our first 10 years. I look forward to all we will accomplish together in the future.

Cheers to the next 10!

– Tim Chi, Founder and CEO

 

 

 

 

 

 


Celebrate with us this month! 

Share your favorite wedding throwback photos on Instagram with #WeDoTBT and tag @WeddingWireEDU for a chance to win fun prizes! Get the details here.

 

» A Roadmap to Inclusive Language For Wedding Show Producers

 

 

This post was written by WeddingWire Education Expert Kathryn Hamm, Publisher of GayWeddings, the leading online resource dedicated to serving same-sex couples since 1999. Kathryn is also co-author of the groundbreaking book, The New Art of Capturing Love: The Essential Guide to Lesbian and Gay Wedding Photography. Follow her on Twitter @madebykathryn.

A year and a half ago, I spoke with a number of wedding professionals, including Meghan Ely of OFD Consulting and Marc McIntosh of the Wedding Experience, about the importance of challenging bridal bias in 2016. That is, the importance of taking an in-depth look at one’s marketing language and, as needed, looking for ways to update and reinvent one’s marketing language to be more inclusive of both brides and grooms. For some (and you know who you are), this might also include completely rebuilding your brand or business name to be more relevant in today’s marketplace.

It’s a little campaign I like to call #BridalRebrand.

After more than a year’s worth of conversations with Marc about this topic, I reached out to him for an update on the work he’s done to challenge bridal bias, refresh his brand, and continue to evolve his product. As you’ll see in our conversation below, he has taken the concept of undertaking a #BridalRebrand to a whole new level.

As you consider this update in the Wedding Experience rebranding journey (the backstory of which you can read here), I hope you’ll also consider the scale and impact with which his work impacts our industry — couples and professionals alike.

Further, I hope you’ll take note: if you are a wedding professional who markets your services through expos like the Wedding Experience, it’s incredibly important for you to recognize how any bridal bias you have in your marketing language might be interpreted and potentially draw the wrong kind of attention to your brand.

Remember: unless your services are intended exclusively for women (eg, wedding gowns), wedding marketing needs to be about “brides and grooms” and/or “engaged couples.” Undertaking a #BridalRebrand may feel daunting but it’s doable. Case in point: the evolution of the Wedding Experience.

KATHRYN: Beyond updating your general language to be more inclusive (for example, using  “engaged couples” and “brides and grooms” instead of “brides”), what other changes did you make in your marketing materials?

MARC: In the past, when we relied primarily on mass-appeal advertising, our message tended to focus on the white female that made up the majority of our audience. Today, there are advertising opportunities that can be narrowly targeted, including social media, online music services and retargeting ads. We can now run ads that reach, for example, only Hispanic engaged couples within a 25 mile radius of our event. This has allowed us to target specific audience segments with a message that speaks directly to them.

While our events have always been designed to be open and inviting to everyone, we didn’t do a great job of communicating that in our advertising. Through targeting, we are now able to appeal to attendees regardless of their ethnicity, age, or sexual orientation. We have advertising that includes images of same-sex couples, and we were the first major wedding show producer to do so.  We have also integrated images that include multi-cultural couples, and we now include models of various shapes and sizes in our fashion shows.

 

“I see our changes as more evolutionary than revolutionary.”

– Marc McIntosh, The Wedding Experience

 

K: Did you run into any roadblocks or special challenges in implementing inclusive language in your print materials vs. your digital materials?

M: We have two audiences, the couples who attend our shows and the wedding professionals who exhibit. Our changes on the attendance side were relatively easy and involved tweaks to our advertising, registration forms and show branding. The changes on the wedding professional side proved to be a bit more challenging. Our exhibitor marketing materials screamed ‘bride’ (‘hundreds of brides attend’, ‘sell to a huge audience of brides’, etc.). The word ‘bride’ was so easy to use (and overuse), and we found that simply replacing it with ‘engaged couple’, or something similar, was a bit awkward at times. Making this change required a major rewrite of our marketing materials, but I am happy with the end result.

K: As you look back, what was the single most difficult hurdle to navigate during your #BridalRebrand overhaul?

M: The biggest hurdle was deciding how we were going to change our advertising to appeal to same-sex couples. Although same-sex marriage is legal, unfortunately, it is still a controversial subject and not yet universally accepted. This is a particular concern in the more conservative markets in which we produce our events. We realized that our changes might offend some prospective attendees and exhibitors, so the challenge was to find the right balance. Once we decided to make the changes, we proceeded without hesitation.  

 

“The best piece of advice that I can offer…is that being more inclusive in your marketing message can result in increased business.”

– Marc McIntosh, The Wedding Experience

 

K: What was easier to implement than you expected?

M: I see our changes as more evolutionary than revolutionary.  We have always strived to be fresh and relevant, and our ‘Bridal Rebrand’ was a continuation of that process. Many of our changes were very easy, such as changing the wording on the buttons we give out at our shows. These now read ‘I’m Getting Married’ instead of ‘Bride To Be’.

K: What sort of feedback have you gotten from the wedding professionals and engaged couples with whom you work?

M: We haven’t received a lot of feedback, either positive or negative, and that is exactly what we wanted. Our attendee audience turns over every year, as people enter the market when they are engaged and leave when they are married. The result is that most are seeing our advertising for the first time and don’t notice that we’ve made changes.

That said, we have seen a substantial increase in the number of couples attending our shows, whereas in the past our attendance was overwhelmingly female.  We have seen a small increase in same-sex couples, but not as many as we would like to see, so we continue to tweak our advertising to that market segment.

K: Anything else you’d like to add or additional advice you’d offer to your colleagues in the industry?

The best piece of advice that I can offer, which was my largest takeaway from all of the work we have done together, is that being more inclusive in your marketing message can result in increased business.  The millennial audience, regardless of their demographic, like and appreciate businesses that are inclusive.

Editor’s Note: if you are looking for a market research resource, check out WeddingWire’s WedInsights.

» Niche PR: How to Become the “Go-To” Expert in your Arena

Webinar recap!Niche, Webinar, PR, Marketing, Weddings, Expert, Education

In the often-saturated wedding market, a niche will help you stand out and cut back on competition. Defining a niche allows you to specialize in an area that suits your talents and personality, gives focus to your marketing, and helps you attract your ideal clients.

During this webinar for Premium members, Education Expert Meghan Ely shared the steps to identifying your niche, promoting your expertise to your target audience, and implementing PR strategies to grow your business.

Here are some of the webinar highlights:

  • Showcase your niche in your content. Your website content, social media strategy, and any other owned channels should clearly reflect your niche. In addition to your bio, portfolio, and client testimonials, add a press page and blog to your website to highlight your expertise and demonstrate your capabilities.
  • Introduce yourself as an expert to the media. Consider what media your ideal client is consuming and target those outlets. Start by sending a friendly email to introduce yourself as an expert and a resource in your niche field — and be sure to include a few brief story ideas, too.
  • Pitch yourself for guest writing and speaking opportunities. Review your topics and research opportunities; focus on those that will reach your target audience. Hone your messaging and send a concise, friendly pitch with a few examples of your work. When it comes to speaking engagements, start small, evolve your topics overtime, and never stop practicing.
  • Pursue real wedding submissions. Research opportunities, guidelines, and editorial calendars to determine the best fit and strategy for your business. Be sure to follow the rules of exclusivity and prioritize the opportunities that will reach your ideal audience.

For more tips and additional details about these recommendations, watch the full webinar! Don’t forget that past webinars are available within Premium member accounts to view anytime.