» Millennials: They’re Not All the Same

millennials

 

 

 

I was recently preparing for a new presentation, and among the other interesting information I found, there were several references to articles about millennials. One of them struck a familiar chord, which was that there’s a tendency to generalize about millennials. Whether it’s their communication skills, their shopping style or their work ethic, millennials are the focus of a lot of bashing, for lack of a better word.

There are two, really good reasons why we shouldn’t be bashing millennials: 1) stereotyping an entire generation is short-sighted and prejudicial, and 2) they’re our customers and employees. Saying that all millennials are one thing, or another, is like saying that Gen-X are all the same, or all Baby Boomers are the same. It just isn’t true. Are millennials different than Gen-X or Baby Boomers? Yes, of course, in the same way that Gen-Xers are different than their parents and grandparents. Each generation grows up a product of its environment, media, technology and more.

Digital Immigrants vs. Digital Natives

I’ve said this before, but I’m a digital immigrant. I started selling wedding advertising “B.I.” – before the internet. No, I’m not a dinosaur, or tech averse. Just the opposite. I love technology, and use it throughout my business (says the guy wearing an Apple Watch, listening to music on my iPhone 7 Plus, and writing this on a new MacBook Pro). Technology doesn’t make me sell better, but it does allow me to connect with my audience in a way that wasn’t available when I started. That doesn’t make it better or worse. It just is, what it is. Things are always evolving, are you?

I know lots of millennials who are ambitious, entrepreneurial and have great attitudes. I also know lots of Gen-Xers, and Baby Boomers, who constantly complain about how lazy millennials are and how much easier it was, back in the good old days (whenever that was). The disconnect comes when we pre-judge a prospect (hence the word prejudice). Each customer is entitled to fair treatment. If we assume they’re going to judge us, only on price, we’ll likely do and say things that will attract that kind of behavior. For instance, not putting price on your website, at all, will encourage them to either ask about price, or leave without giving you a chance.

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» @WeddingWire’s Top 10 Instagram Posts + 10 Social Tips for Your Business

This article was written by Halie Greening, Senior Social Media Specialist at WeddingWire.

As the social media team behind the @wedddingwire handle, we spend our days analyzing the content that resonates with engaged couples, developing creative ways to connect with our audience, and staying on top of trends in the social sphere. In honor of WeddingWire’s 10th Anniversary this month, we compiled our top 10 Instagram posts of 2017 with the highest engagement, along with 10 social media insights that you can use today to boost your business’ social media strategy.

Tip #1: Heartfelt Moments Boost Engagement

Our followers love the moments that tug at their heartstrings, and rightfully so. There’s something special about reading the raw emotion that shines through this sweet note from a groom to his soon-to-be-wife on their wedding day that made this post so popular. Heartfelt moments target your followers’ pathos; find everyday moments that hit home and you’ve got yourself your next successful Instagram post. (Photo by @sarabeephoto)

Tip #2:  Your Followers Are Your Best Content Creators

Some of our best content, which is often ring selfies and celebratory #justsaidyes moments, comes from our biggest fans – our followers! Sharing content from your followers will make them feel heard and loved, AND it’s a great way to curate authentic, on-brand imagery (without having to create it from scratch). Get into the habit of regularly asking your clients if you can repost their photos. Always be sure to ask permission first, and of course tag them in the photo. Are you a florist? Ask your couples to tag you in their wedding photos so you get notified when you’ve been mentioned. Their #TBT to their gorgeous wedding bouquet = your Saturday morning post to remind your followers to “Stop and smell the roses!” (Ring: @brilliantearth)

Tip #3: Candid Moments Are ALWAYS a Good Idea

Posed portraits and carefully arranged photos can achieve a specific aesthetic, but sometimes it’s the relatable, candid moments that deliver the highest engagement. Moments like this one of a groom crying as he sees his beautiful bride for the first time will captivate your audience and bring in the likes. Consider sharing authentic behind-the-scenes photos of you in action, or maybe a genuine moment between you and your clients. The most compelling posts are often those unplanned shots. (Photo by @jordanvoth)

Tip #4: Find Your Brand BFFs and Build Each Other Up

If your brand or business were a person, who would they hang out with? What would you have in common with your circle of friends? We’ve got a few brand BFFs (all of our amazing wedding professionals!) who we admire for their unique brand stories. Two ways we strengthen our friendships are content swaps and contests (like this Lilly Pulitzer giveaway photo). Whether it be an overlapping demographic or a similar aesthetic, find wedding pros you consider to be your brand friends and coordinate content swaps with them. Do you arrange amazing bouquets and they bake drool-worthy cakes? Why not switch up your content mix with a photo of a delicious sweet treat, and offer them a photo of some stunning stems to share.

Tip #5: Find the “me” and “we” that makes your content relatable!

Ever tag your friend in a post you come across in your social feed because it instantly reminds you of them? Choose content that will make your audience think, “that’s SO me” or “my fiancé and I would TOTALLY do that.” Even if it’s just a shot of you and your Monday morning coffee in a cute mug with a cheeky caption, or maybe a fun peek into your weekend plans, it showcases your human side. Your followers will love to see what you have in common. (Photo by @michellelangephoto)

Tip #6: Find an Aesthetic That Fits Your Style and Stick With it

Just like your outfits, you don’t want your Instagram grid to clash. Keeping a consistent feel to your photos and ensuring that your feed looks cohesive is key making a strong brand impression. Give yourself a color palette you want your imagery to stay within. Create a grid for the week to layout how your images will look alongside one another. Find balance. Love a black and white photo to break up the feed, but typically post vibrant pictures? Balance it out by breaking them up in rows or squares, thinking of your feed in a more symmetrical manner. Whatever your style, create guidelines for yourself and stick with it. (Photo by @sarahlibbyphoto)

Tip #7:  Strong CTA’s = Strong Engagement

Want new followers? Want more likes on your photos? Sometimes the best way to get what you want is to ask! One of our best practices is the classic, direct “call to action” in a caption. Nothing encourages engagement more than telling your followers exactly what it is that you want them to do. Even better, if you’re ever stuck on a catchy caption, pull a “Double tap if…” a “Tag someone who…” or a “Comment below with…” out of your back pocket and not only have you solved your writer’s block, but you’ve also just told your audience exactly what you’re expecting from them when they look at your photo! (Photo by @maycarlson)

Tip #8: If it’s not broken, don’t fix it…build on it!

Donuts, dogs and jaw-dropping ceremony backdrops. What do these all have in common? They get people double-tapping like there’s no tomorrow. As a social team we’ve seen how well photos with these themes perform time and time again on our feed due to how strongly they resonate with our audience. Knowing that these pieces of content easily capture our followers’ attention, we are always on the lookout for content with these elements. Start by auditing your feed and identifying which types of content have performed the best in the past to help guide your content choices in the future. Taking a peek at popular posts from other wedding industry feeds will inevitably provide content inspiration, too. (Ring: @tacoriofficial)

Tip #9: Take note of what’s on trend, then tweak it!

Part of having a strong social media strategy is not only paying attention to what works well for you, but also staying in-the-know about current trends. Whether it’s the Pantone color of the year or the latest decor craze, showcasing trends on your social media tells your followers you are a knowledgeable, reliable source for what’s current in the wedding industry. Of course, staying on-brand and sticking to your style is important, so be picky about the trends you embrace and explore ways to incorporate your unique perspective. (Photo by @bretthickmanphoto)

Tip #10: Stop Their Thumbs in Their Tracks

Ever find yourself mesmerized by a video of a cocktail being made or a delicious dish coming together, ingredient by ingredient? THOSE are the videos that are pure gold. We quickly realized after re-gramming a video by Laura Hooper Calligraphy how much our audience enjoys watching calligraphy come to life before their eyes. So what did we do about it? We met up with Laura Hooper to have her write a variety of phrases that we could capture on video and add to our Instagram arsenal. Try taking quick videos of content relevant to your business. Speed them up, slow them down, reverse them. You’ll captivate your audience and stop those thumbs right in their tracks! (Calligraphy by @lhcalligraphy)

» A Decade of Change: How the Industry Has Evolved

 

 

 

alan bergThis article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

As WeddingWire celebrates its 10th anniversary, I wanted to reflect on the last 10 years in our industry. We’ve been through some interesting times. The economy has gone through some wild swings, and we’ve experienced major ups and downs in politics. However, as I reflect on what’s happened, I’m reminded of the old saying: The more things change, the more they remain the same.

I’ve lived through many more than 10 years in our industry, and some things are constant. We should all be grateful that we’re in a recession-resistant industry. Regardless of the economic climate, people are still getting married. Yes, how much they spend, and how they spend it changes, but that’s not just a factor of the economy. Styles change. Trends change. Attitudes and priorities change. Yet, through all of that, people still get married.

We’re really lucky


I often remind wedding pros, like you, that we chose an industry that has couples spending billions of dollars on their weddings, and they are not required to do so. There’s no law that says you have to have a party to celebrate your marriage. There are laws about getting legally married. But, there are no laws about having food, pictures, music, flowers, fashion, etc. Those are discretionary purchases. Most discretionary purchases are highly affected by the economy, swinging with it up and down. Not weddings. Weddings happen, no matter what.

My theory on this (not scientific, just one man’s opinion) is that no one goes into their wedding thinking it’s practice for the next time. We all hope, and many of us are right, that it’s one and done. My parents just celebrated their 63rd anniversary, a benchmark we’d all like to achieve. So, we spend boatloads of money, celebrating the occasion. We should be thankful, every day.

Here are a few of my observations about the last decade:

Technology – If there’s one thing that’s constant, it’s changing technology. Sure, we all had websites 10 years ago, or knew we needed them, but the underlying technology of them is always changing. Much of what we used to do only on desktop computers, we now do on our mobile devices. It’s not better, or worse; it’s just different. For many of you, the technology of your service has changed. Think DJs going from LPs to CDs to all-digital music. Does that make you a better DJ? No. But, it helps you help your couples.

Communication – Whether it’s Facebook Messenger, LiveChat, Texting or WhatsApp, lots of new communication platforms have come along in the last 10 years. I hated Facebook Messenger when it first arrived. I didn’t think I needed it, as I already had phone, email and text. I quickly learned to love it, as clients, and potential clients, started to reach out to me through it. I can attribute real dollars to conversations that were started through Facebook Messenger, texting and WhatsApp. Today, I’ll embrace almost any technology that my clients want to use to connect with me.

Social Media – Here’s a statement of the obvious: social media has fundamentally changed our lives. Whether it’s for the better, or worse, is up to you to decide. All I know is that 10 years ago I wasn’t investing the time I do today in social media. Where did we get that time? What are we not doing now, that we were doing with that time 10 years ago? We didn’t get any more time, so it had to get shifted from other activities. That said, I use particular social media platforms because I get positive return on my investment in time and effort, and yes, money (if I buy an ad, or boost a post). Many of the wedding pros I meet, and consult with, have no idea if they’re getting any return on their investments. They do it because they feel they have to. Did you jump into the deep end of the social media pool, because everyone else was in the pool? Or, did you first learn how to be a great swimmer, and then jump in?

Social Proof – Here’s a phrase we weren’t using 10 years ago. According to a WeddingWire study, nearly 90% of consumers trust online reviews, as much as personal recommendations. So, while 10 years ago couples were asking their friends, family and coworkers for recommendations, now, with over 3 million reviews on WeddingWire alone, they can go online and find out who you really are. I’ve said this many times: your brand is defined by what your customers say about you, after they’ve worked with you. You need to be highlighting your reviews everywhere: on your website (not just on a testimonials page, as no one goes there) and in your marketing. You need to be actively involved in the process, responding to your good reviews, requesting reviews and yes, addressing anything negative, quickly and professionally. Your brand and your reputation is out there, for everyone to see… whether you choose to see it or not. Be involved.

Sales – Here’s something that hasn’t fundamentally changed. Sales is, and will always be, about people. Yes, you’ll use different technologies in your process, but ultimately, it’s people, buying from people. If you learn how to effectively help people buy, the technology is inconsequential. Artificial intelligence is a long way from being able to take the job of a salesperson in your business. You need to make a connection. You need to ask better questions. You need to really listen to the answers, and then show the customer how you, and only you, can deliver the results they want. That hasn’t changed in the last 10 years, and it’s not going to change in the next decade, if ever. If there’s one skill you need to hone, whether you’ve been selling for 20 minutes, or 20 years, it’s your sales skills. If you don’t make the sale, you don’t get to ply your craft and show your skills. It’s that simple.

So, what’s happened in the last 10 years? I remember first meeting Tim and Sonny at the Wedding MBA conference, 10 years ago. I was impressed with them, even though I was a competitor at the time. I’ve watched, from the sidelines, as WeddingWire has grown, and matured, yet still manages to remain nimble, something that’s not easy to do. I’m proud to be connected with WeddingWire for over 5 years now, and I’m looking forward to the next 10. I wish you all a decade of success!

» Top 10 Roundup: Most Popular Wedding Business Tips

A lot has changed in the wedding industry over the last 10 years, which has challenged wedding professionals to change with it. Since WeddingWire launched in 2007, we’ve shared marketing advice, expert education, and technology tips to help you manage and grow your business. While the rise of technology has dramatically changed the ways that wedding professionals connect with and book potential clients, many of the core principles of running a successful wedding business remain the same.

Here is a list of our top 10 most read articles of all time, containing some of our most essential business tips, insights, and marketing advice that are still just as relevant today:

#1 – Why Do Couples Ask About Price First?

#2 – Top Wedding Trends for 2017

#3 – 5 Ways You’re Losing The Sale

#4 – Business Branding: Consider Your Color!

#5 – How Are Weddings Changing? WeddingWire 2017 Newlywed Survey

#6 – What to Do When They Don’t Respond

#7 – How to Deal with Pricing Questions

#8 – 6 Ways to Optimize Your Website for Leads

#9 – How to Respond to a Negative Review

#10 – How Should You Politely Tell A Client ‘I Don’t Do That’?

» Hiring an Intern: What You Need to Know

If you’re in a place where you are in need of a little extra help, but don’t quite have the resources or budget to hire a publicity firm, it might be the right time to bring in a PR intern. Eager college students and recent graduates can bring new perspective and fresh ideas that can really benefit your business and make your daily life a lot more manageable.

With that, let’s take a look at what tips you need to know:   

First and foremost, before sending anything out, educate yourself and make sure you are up-to-date on the laws and regulations associated with hiring a paid or unpaid intern.

 

How to Find One

When you are ready to promote your search for an intern, there are several ways you can go about it. Make sure you are diversifying your methods, and not relying on just one avenue. Word-of-mouth is an underestimated but very effective way to find new people. In fact, some of my best interns have come from friends in the industry referring people they knew. Post the job details on all of your social media accounts, as well as your blog if you have one – be sure that you’re including a link to the full job description and details.

Getting in touch with the local colleges and universities that have PR, marketing, communications, or hospitality programs is another great way to connect with potential applicants. Ask how they promote internships and see if you can get posted on their job boards, social media, etc. You could even take it one step further by connecting with professors in those programs and getting them to spread the word.

Communicating the Job

The description of the internship should be very clear about what the internship will entail—you want the responsibilities to be well-defined. The last thing you want is to have a disappointed intern who, for example, didn’t realize they would be doing admin work at an event planning company. Every company has different needs, but a basic description could look something like this:

Specific duties of the intern vary each year depending on new issues and marketing objectives, but could include: writing marketing pieces; social media management (Facebook, Twitter, Pinterest and Blogging); assisting with activities during events; appointment confirmations; involvement in promotions and research and providing staff support.

Make sure the description matches your brand and gets everyone excited. If you want the best, you’ll be competing with all sorts of other job opportunities.

 

The Interview Process

Once you’ve got a solid pool of applicants, you’ll want to bring them in for a formal interview. Personally, I like the meeting to be in person, but if the position is remote or current schedules won’t permit, Skype is a good alternative. Begin by explaining what the company is, how the need for an intern came to be, and a little bit more depth into the responsibilities of the position. During the ‘questions’ portion of the interview, stay away from yes or no questions. This is your chance to get to know them, their experience, how prepared they came for the interview, and really get a feel for how well they would fit. Some questions to consider might be:

  • Tell us about your interest in the position. What drew you to our company?
  • Tell us about what kind of experience you have in relation to the position
  • Where do you see yourself after graduating/or in the next five years?

Once you’ve selected your candidate (hooray!), be sure to do an orientation (i.e. an everything-you-need-to-know meeting). At our company, we break the orientation day into different training sessions that start with the basics and works its way into the more complicated aspects of the position. Be sure you remain open minded while they are learning; for some, this may be their first ‘on-the-job’ experience and you are a resource for them while they learn.
With these tips in your pocket, hiring a stellar intern should be just around the corner!

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

» Why You Shouldn’t Say You’re ‘The Best’

The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

It’s all too common to read marketing declarations from wedding professionals stating they are “the best.” I suggest this is subjective truth at the maximum and lazy copywriting at the minimum. More importantly, it isn’t helping you win couples. Here’s why. 

Best? By Whose Standard?

Ok, so you might be the top wedding venue in South Dakota. Or, the most-recognized floral designer in Hollywood. Birmingham Weekly might recognize you as the best wedding DJ.

It never surprises me when a wedding couple’s testimonial expresses that XYZ Company is the “best” in the city, and you shouldn’t hire anyone else. That endorsement—however flattering—is usually overstated. The wedding couple may be thrilled with the job XYZ performed for their wedding. However, the couple likely interviewed only a handful of companies in the same class and perhaps saw another company or two provide service at a friend’s wedding.

In other words, praise is great for your business—even necessary to score new clients—but praising yourself isn’t part of an effective marketing strategy.

Focus on What Makes You Different and Exceptional

The real reason “best” is a throwaway word is because savvy consumers have trained themselves to tune it out. It’s the language equivalent of a brightly colored “sale” sign—you just feel like you’re about to be tricked, and you ignore it.

A better way to communicate why a couple should choose your services is to put yourself in their shoes. What are they actually looking for when searching for a photographer? A caterer? An event planner? What type of service are you providing? What is key to your ideal customer? How do you do what you do? What is your passion? (Beyond love. We all love love, so that’s not helping consumers, either.)

Essentially think of what you want to tell potential customers, not just about selling them.

 

Who’s Your Ideal Customer? Now Market to That Person.

As a wedding pro, you’re not trying to grab the widest audience. Your business and your services are actually pretty niche—you want couples that appreciate your style of service and are intending to pay what you charge. So, with that in mind, rededicate your marketing power to identify ideal customers, not just by demographics, but by psychographics—personality, lifestyle, budget, wedding planning style, etc.

Find specific qualities in your company that speak of your rare and identifiable characteristics; and don’t repeat indefinable clichés such as “best,” “unique” or “perfect.”

When reaching out for reviews, encourage clients to explain, specifically, what was different or special about your product or service.

I am confident, without hesitation, if you follow such a marketing path, targeted prospects will come flocking to you. And it will feel very good.  

» 10 Marketing Best Practices for 2017

The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

As the year comes to a close and busy fall wedding season winds down, now is a good time to review your marketing strategy for the upcoming year. Review these ten marketing tips to help keep your business on track and set-up for success in 2017!

  • 10-marketing-tipsKeep your brand fresh. It’s easy to fall into the trap of simply renewing your online listings and not making changes to the content or reviewing the design to make sure it’s modern and on brand. Take a look at your marketing materials and your advertising platforms, and consider making some small updates to refresh your branding for 2017 like adding new imagery, refreshing your logo or highlighting your social media accounts.
  • Leverage your in-person exposure. If you participate in wedding shows or local events, don’t let the competition pass you by! Make sure your booth, marketing materials and promotions are up-to-date and make a great first impression to your potential clients. Remember your presentation is not just for wedding couples, but also makes an impact on your fellow professionals who can become referrals in your network.
  • Make website updates. Websites can be like closets… businesses tend to add content, but rarely remove anything old! Set aside time to do a full vetting of your website, including all pages. Consider updating copy, adding/removing staff member information, reviewing pricing, contact forms and images of your work. A modern site will catch the eye of your prospects, and dated material will be a red flag.
  • Highlight your inquiry form: It is critical to have an inquiry page within your site so couples can easily get in touch to learn more about your services. This may be the point important element to drive your leads and sales! She this page as a prominent link and add a link or small contact form to every page within your site for added exposure. To help track your marketing success consider asking your prospects: “How did you find our site?”
  • Add testimonials to your site: Let your past clients do the selling for you! Collect and add testimonials and reviews from happy past clients, and add sound bites to all your marketing materials. Customer praise should be featured throughout your site, and make sure you add your WeddingWire Reviews widget to show off recent reviews, along with any accolades for reviews like WeddingWire Rated or Couples Choice Awards.

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» Get Up-to-Speed this Engagement Season with Fact Sheets

engagement-season-fact-sheetEngagement season is here with 40% of couples celebrating their engagement from November to February each year. Now that the fall busy season is slowing down for may pros, the holidays are a great time to decompress and prepare your business for the busy months ahead.

It’s important to stay updated on the latest industry trends and stats to understand your audience and how your business can stand out. WeddingWire fact sheets are here to help!

As part of our WedInsights content, we have a helpful library full of great one-page resources you can download to get quickly informed on the latest industry research so you can impress more couples.

Here’s a peek at some of the latest fact sheets:

  • Buying an Engagement Ring: See how couples search for the perfect ring and what attributes matter most.
  • Setting a Wedding Date: Uncover the most popular days to wed and learn how couples pick their vendor team.
  • Wedding Stress: Learn what tasks stress couples out the most during the wedding planning process.
  • Bridal Re-Brand: A look at bridal bias and heteronormative assumptions in the wedding industry.
  • Planning a Honeymoon: From destination to budget, see what decisions couples make when planning a honeymoon.

Get started accessing these guides for free!

» Blogging for Beginners: 4 Tips

Blogging for Beginners: 4 TipsIf you’re looking for a way to increase your online exposure, consider starting a blog. After all, over 77% of internet users read blogs, and there are over 156 million of them! It’s definitely a great idea in theory to jump on the blogging bandwagon, but setting up a blog and starting to write all those posts can seem like a daunting task – but it doesn’t have to be.

Read our blogging best practices to get a walk-through of the development of your posts and the blog itself. Then, check out these 4 tips for guiding principles to develop your blogging philosophy!

1.  Understand your audience. Your blog posts should be a reflection of your personal knowledge and expertise, but they should also reflect the needs of your audience. Make sure posts are written using language your audience will easily understand (no industry jargon) and simplified for the everyday reader. Posts that are too technical or complicated will be lost on certain readers, and you could lose them forever.

2.  Get ideas from your audience. Coming up with ideas for blog posts can be tough. If a reader comments on a post or reaches out to you on a social network with an idea or question, try to work it into a blog post. Your audience can be a great source for blog post ideas! Your readers will also feel like they have an influence on what you write, which is a nice personal touch that will keep them coming back. Just be sure to thank the reader by mentioning his or her note as the impetus for the post.

3.  Be consistent. Make a commitment to your audience (however large or small it may be!) to blogging as often as your schedule allows. Whether that’s one blog post a day or one blog post a week, try to hit that mark each time. This shows your current readers that you are serious about providing them with valuable insight and shows any new potential readers that your blog is an up-to-date and educational resource.

4.  Give it time. You will not see overnight results from your blogging efforts. It took years for the most famous and influential blogs to build an audience, so don’t expect your first post to get 50,000 hits. Blogging consistently will build up your blog’s links and make it more and more likely for someone to stumble upon your blog through search. Don’t be discouraged if you don’t immediately see results from your hard work – if you blog it, they will come!

Remember: a blog post does not always have to be a very structured format. Blog posts can be mostly text, offering tips or suggestions, or they can also be mostly images or graphics with a little context at the beginning or end. Don’t stress yourself out by thinking each blog post needs to be formal; have fun with your blog!

Also check out our Infographic “Top 10 Best Blogging Practices” for some quick blogging tips.

Image Source

» What is Neuro-Marketing? Why We Do What We Do Part II

This post was written by Jim Jubelirer, the owner of ActionCOACH Business Coaching, which helps business owners increase their business performance and personal satisfaction. For more information about ActionCOACH, click here.
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Conduct a review of your business practices and products. Are they easy to understand, easy to use? Are customers leaving because they have a hard time doing business with you? Do you have tools to track the reasons why people stop doing business with you? Now, consider novelty: what are you offering that is new or different? What are you doing to stand out from your competitors? Are you making an extra effort to reward long-term, loyalty customers with premium offers and exclusive promotions?

If you want to grow your business, consider these two neuromarketing insights.

• Curves attract and sharp edges repel. Think of the original glass Coke bottle (curvy, right?) Grocery stores are making the end-­cap displays (the shelves at the end of each aisle – usually used for promotional or high­‐volume items) more rounded.

• Multi-­sensory experiences stimulate multiple areas of the brain. Consider the use of sound, sight, and smell in your store or personal interactions. Would your employees look better in uniforms or wearing branded logo shirts? Does your workplace project the professional image you want to attract your target customers?

» What is Neuro-Marketing? Why We Do What We Do Part I

This post was written by Jim Jubelirer, the owner of ActionCOACH Business Coaching, which helps business owners increase their business performance and personal satisfaction. For more information about ActionCOACH, click here.
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Neuroscience is the study of the brain and how it controls our behavior. Neuro-marketing is the application of neuroscientific research to marketing and advertising messages. Neuro-marketing uses brainwave, eye-tracking and skin conductance measurements to create a deeper insight into shopper behavior.

Companies like Coke and GM spend billions of dollars each year to market their products and they want to know whether their ads are effective. Nielsen, the audience measurement firm, combines neuroscience with experience in consumer research and purchase decision-making. According to Nielsen, up to 90% of purchasing decisions are made sub-consciously. Often, the customer then spends time and energy finding ways to rationalize or explain their purchase. These post-purchase rationalizations may not be very accurate if the customer is unaware of their own sub-conscious drivers.

Our brain processes 11 billion bits of sensory information per second, yet we consciously remember only 100 bits of information per second. We have developed two important coping skills to process
this information gap:

• We spend less time trying to understand something if it is complicated or difficult, and
• We focus on novelty, looking for the degree to whether something is new and/or memorable.

 

» Marketing vs. Advertising

What is the difference between marketing and advertising? Although it seems like a simple question, it is very common to confuse the definition of the two.

By definition marketing is the activity, set of institutions, and processes for creating, communicating, and delivering offerings that have value for consumers and society at large (American Marketing Association).  Marketing is the first step in developing a product or service.  Seth Godin said it perfectly in his recent post, “Just about every successful product or service is the result of smart marketing thinking first, followed by a great product that makes the marketing story come true.”

Advertising is the act or practice of calling public attention to your product, service, need, etc. (dictionary.com). Advertising includes paid ads, which can be online, in print, on billboards, etc. Advertising is a main component of marketing.

A good way to look at it is to think of marketing as a pie, in which you have slices that include advertising, market research, product branding, interactive media, SEO, sales strategy, lead generation, consumer involvement, customer support, and more.  Marketing is everything you do as a small business to facilitate a connection between your business and your consumer.

Our goal at WeddingWire is to provide the platform for vendors in the wedding industry to do both.  As a vendor you can create an account and build your Storefront, which helps you create and communicate your product offerings to your consumers (engaged couples).  Our vendor catalog, which is listed off of numerous networks (i.e. Martha Stewart Weddings, BridalBuds, WeddingAces), serves as a means of advertisement for your business for all incoming engaged couples to see.

What are your thoughts on marketing and advertising? Share your feedback in the comments sections!