» How Big Should Your Wedding Business Get?

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.

I’ve had several conversations recently with established wedding professionals that were reconsidering their business size. Rather than looking for ways to get bigger, they were downsizing – on purpose. The most recent business was an entertainment company downsizing from a staff of 6 down to just the owner. I’ve heard this from planners and photographers, and other wedding pros. There are many reasons feeding this particular DJ’s decision, from wanting to simplify his life to being able to spend more time with his family. It’s what’s right for him and his family.

How Big Should Your Wedding Business Get?What’s right for you?

The only vision of your business that matters is yours. From however many weddings and events you do to how much money you make, the goals and targets you set should be your own. There’s no magic number that’s right for everyone in your market and category. Just as with the example above, there’s more to your decision than just money. I once had a wedding pro tell me that he wanted to do 250 weddings per year. I asked him why 250? He said that he felt it would present him as more successful to his peers. The problem with his strategy was that he was taking on lower-dollar, lower-profit business to increase his volume. While his total number of weddings was going up, his bottom line wasn’t. He’s since backed away from that and is happily doing fewer weddings.

Too many people try to model their businesses after others they see or, as with the previous example, they try to chase an arbitrary number. There’s nothing wrong with aspiring for more, just be sure to do it for the right reasons and get all of the facts. From the outside, other businesses often seem smoother and more successful than they really are. A common analogy is of a duck, gliding smoothly across the water, while it’s paddling like mad under the water. That happens a lot on social media, as we see a skewed view of people and businesses. Their triumphs are plastered for all to see, while their failures never make it to their posts and tweets.

business weddingWhat’s the right number?

If you’re currently doing 25 weddings per year and you want to get to 50, how are you going to get there? If you only want to personally do 25 weddings, who’s going to do the rest? Are you already getting so many leads that you’re turning business away? If not, then you’ll need to get more leads, which means increasing your marketing, advertising, and networking efforts. If you’re getting multiple leads for the same days, then you can’t double your number of weddings unless you staff-up. One person can’t be in two places at once.

I was consulting with a DJ company who told me he wanted to get from his current rate of 200 weddings per year up to 500. I told him that getting more equipment was easy. Getting more DJs, since he was already a multi-op, was a little harder – but still doable. The questions he needed to answer included:

  • How much could he afford to increase his marketing budget to extend his reach?
  • What were his plans for a new website?
  • How was he going to get enough leads to be able to close 500 weddings per year?
  • Who was going to handle the thousands of leads he’d need to close 500 weddings?
  • Who was going to oversee all of those new DJs and jobs?
  • What affect would that have on his family life?

Find the balance

What each of us needs to do is find the balance between size and profitability. Doubling the number of weddings you do may feed your ego, but if it doesn’t also feed your family, what’s the point? The key is to build a stable, sustainable business model, while also having time to enjoy the fruits of your labors. Don’t build someone else’s idea of your business. Build the one you can not only be proud of, but the one you’re going to want to run, day in and day out.

Now that my kids are grown, I’m grateful that this industry has afforded me the time to spend with them when they were younger. I’m also grateful that we’re in a recession-resistant industry. While things change every year, people are still choosing to get married – and if they’re choosing to have you be part of their wedding, you should be proud, and grateful, too.

Editor’s note: This article was originally published in July 2016 and has been updated for freshness and accuracy.

» WeddingWire Networking Night Denver

This week, local wedding professionals gathered at Baldoria on the Water for WeddingWire Networking Night Denver!

At the Networking Night, wedding professionals had the opportunity to enjoy an waterfront venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned from a panel of their peers on the challenges and opportunities in the Denver wedding market, moderated by Regional Sales Director, Lee Hagen.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Valen from Pink Floral and Events!

» WeddingWire Networking Night Chicago

This week, local wedding professionals gathered at Carnivale for WeddingWire Networking Night Chicago!

At the Networking Night, wedding professionals had the opportunity to enjoy an unique venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned about how to better reach engaged couples through social media from WeddingWire’s Regional Manager of Customer Success, Katey McBurney.

Thank you to all the wonderful pros who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the enjoyable evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Check out the photo strips from the event here!

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Michelle from Spoon Photo & Design!

» What’s Changed (and What’s the Same!): Weddings Then & Now

Over the last decade, we’ve seen couples’ expectations for their weddings change and technology grow to play a critical role in helping them plan. As we continue to celebrate our 10th Anniversary this month, we’re taking a look at the evolution of wedding planning since our launch in 2007. We compiled data from nearly 15,000 couples who married during the last 10 years, and here’s what we learned…

» WeddingWire Networking Night Tampa

This week, local wedding professionals gathered at The Rusty Pelican for WeddingWire Networking Night Tampa!

At the Networking Night, wedding professionals had the opportunity to enjoy an waterfront venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned from a panel of their peers on the challenges and opportunities in the Tampa wedding market, moderated by Senior B2B Marketing Manager, Colleen Duggan.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Robert from Mobile Mixology!

» 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!

» 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.

» 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.

 

» WeddingWire Networking Night Southern New Jersey

This week, local wedding professionals gathered at The Carriage House for WeddingWire Networking Night Southern New Jersey!

At the Networking Night, wedding professionals had the opportunity to enjoy an gorgeous venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned about local-industry statistics and how to better reach engaged couples through social media from WeddingWire’s Regional Manager of Customer Success, Katey McBurney.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Anna from Ramblewood Country Club!

» WeddingWire Networking Night Philadelphia

This week, local wedding professionals gathered at The Franklin Institute for WeddingWire Networking Night Philadelphia!

At the Networking Night, wedding professionals had the opportunity to enjoy an amazing venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned about local-industry statistics and how to better reach engaged couples through social media from WeddingWire’s Regional Manager of Customer Success, Katey McBurney.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Brian from The Philly Keys!


» WeddingWire Networking Night Sacramento

This week, local wedding professionals gathered at Vizcaya for WeddingWire Networking Night Sacramento!

At the Networking Night, wedding professionals had the opportunity to enjoy a stunning venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned about local-industry statistics and how to better reach engaged couples through social media from WeddingWire’s Regional Manager of Customer Success, Megan Hayes.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Meagan from Meagan Lucy Photographers!

» WeddingWire Networking Night San Francisco

This week, local wedding professionals gathered at The Marker for WeddingWire Networking Night San Francisco!

At the Networking Night, wedding professionals had the opportunity to enjoy a unique venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned about local-industry statistics and how engaged couples make their purchasing decisions from WeddingWire’s Director of Market Insights, Andy Whittaker.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Thea from Kavamore Press!