Monday, December 06, 2010

New Wedding Marketing Approach

This one is experimental, but not without precedence. And the concept isn’t without a foundation in my personal wedding market experience either. It is most evident in many of the ethnic weddings I’ve produced, and it’s an option for all but the most snooty social upper crust. Well, maybe a few of them as well.

Some Call them Sponsorships.

The activity is a little like a gift registry, something like gift cards or certificates and I’ve come up with another concept that just might take this approach to funding a professionally produced wedding video another step forward: announce acceptance of sponsorships, gifts or donations toward purchase of a professionally produced wedding over the social networks.

Why Not?

People are already posting on just about everything else in their lives: where they eat and shop, who they like or despise, where they’re going for their vacation, what they’re going to do with that discretionary money. So, how about letting your Facebook “friends” and Twitter “homies” and other social network contacts know how badly you want and need a professional wedding video producer for your upcoming event?

Brides-to-be already e-mail their contact lists with notice of intent to get married, where they can go (or participate online) to utilize a bridal gift registry, and get updates on the planning and programming for that special event. Might as well utilize those effective networking strategies everyone keeps posting, blogging or bragging about.

Socially Unacceptable or Incorrect?

Very little these days, fortunately or not depending on what side of 50 your age lies, is considered socially intolerable. Where it used to be taboo to serve champagne in a Dixie cup or even do wedding dinners cafeteria style, this is no longer the case. They’re even “trashing” REAL wedding dresses nowadays for goodness sake.

So tell me, what’s so wrong with suggesting to your budget-impaired bridal prospects that there might be an acceptable and potentially successful way to fund their professional wedding video production without cutting into the ice sculpture and live band funds.

The implications to or reflections upon independent professional video service providers certainly can’t be any worse than those found on Craig‘s List: “do my wedding for free and I’ll put you in touch with all my friends who are getting married,” or “videotape my wedding for nothing and I’ll brag about you on my social network.”

Over the years I’ve had a degree of success in the bridal market with lay-away payments, monthly payments and gift registry video. I think I might start suggesting the social network fundraiser approach and see what happens. Why not? It’s been working for politicians.

Remember: If you market, you will make it! © Earl Chessher

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