This 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.
Now that we have two of the five WeddingWire World Tour stops for 2014 under our belt, I wanted to take a few minutes to reflect on what I’ve seen and heard, not from the stage, rather from offstage. I’ve met so many great wedding and event Pros, exchanged business cards, heard your stories and listened and answered your questions. I’ve often said that the best part of many conferences for me is what happens in the hallways, at the meals and at the bar, and these WeddingWire World events were no exception.
So, here are five things that stood out for me as some of the lessons I’d like to share with you (and if you haven’t made it to a stop on the WeddingWire World Tour yet, there are still three more coming up later this year!):
1) Free and cheap are worth exactly that.
Don’t be lured in by free/cheap websites and business cards. One of my presentations was specifically about your printed marketing materials (business cards, brochures, postcards, etc.). Printed marketing is a multi-sensory experience. When someone hands you their business card you unconsciously take notice of the feel of the card, the weight of the paper and the texture. Then you look at the quality of the design and printing. You’re making judgments about the quality of the business based upon the quality of the card. Don’t believe me? Has someone ever handed you a thin business card? What did you think of it? You probably didn’t think they were the highest quality business, did you?
2) What does your email say about you?
Almost half the business cards I collected had email addresses that were not matched to that company’s website URL. Instead they had Gmail, AOL, Hotmail, Yahoo or their internet provider (Verizon, Comcast, RoadRunner, etc.). When I survey audiences they always say that using a Gmail, Yahoo, AOL, etc. email address makes you look like a new or part-time business, no matter how long you’ve been in business or how high your quality.