Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA.
Perhaps this was your year. The best year ever. The year where everything clicked. When you heard more yes’s than no’s. Maybe you bumped up your salary. Got an office off site. Upgraded your laptop as you simultaneously celebrated meeting your sales goals.
I get it — you didn’t get to this point because of luck. You advertised and stood on your feet for hours at wedding and events. You hit all the local networking events and took out the better part of your region for coffee. You blogged, you shared life behind the scenes on Instagram and even learned a little bit about Snapchat. It’s absolutely normal to feel like it’s time to pull back a little.
One of my best business lessons took place the summer after I graduated from college. I worked for the Nike World Headquarters in Beaverton, Oregon. At the time, they were $13 billion (yes, billion) ahead of their next closest competitor. But they never stopped. They never put the brakes on promotion and innovation. And I’ve carried that lesson with me in the wedding industry ever since.
I see it far too often — a company enjoys the fruits of their labor and then decides to pull back. They see an uptick in the number of client referrals or plans to dedicate more time to social media. So they cut back on media buys and submissions or suddenly disappear from the networking circuit. It doesn’t take long before they see a dip in client and vendor referrals, and business in general. So they ramp up their marketing again — and around and around we go.
Because here’s the thing– your competitors want you to take a break. Those eager up-and-coming wedding pros just diving into the market? They’d do anything for you to not be such a permanent fixture at every association meeting and in every real wedding feature. That upgraded listing or fab booth spot you secured three years ago? I promise, that in this competitive market, someone else already has his or her eye on it.
Should the off-season be a time of reflection, where you take a good hard look at your promotional efforts? Absolutely. But if you want to continue this era of good feeling, I’d encourage you to keep swimming. Check out these helpful past posts on business ideas and tips and get motivated for an even more successful year ahead in 2017!