For auld lang syne..

Frankly, I get a little tired as I begin to even reflect on the events of 2009.

This year has seen many changes but with it, I gained a house, a company, a new name and a fantastic husband. Not too shabby.

New Year's Resolutions are a funny thing. I like to have them but find them outdated before I even get started. That is to say, life just is constantly evolving so a goal set one day may not get me to where I'd like to go the next day.

So for tradition's sake however, I'd like to throw a few out there- and chose to do so through my Blog in an attempt to be held accountable.

In 2010, I hope for the following:

1) OFD to continue to grow locally and beyond as the choice marketing/pr solution for wedding professionals hoping to build their business.

2) A rejuvenated RBA that holds on to all the good parts (wonderful members, networking opportunities, great presence at the bridal shows) and builds on what can make us better. We've already started by welcoming the fantastic Steve Mullen with EndGame PR (http://www.endgamepr.com/) to our January meeting at the *new* Lemaire, to discuss Web Marketing. Down the road, we will continue to offer great educational opportunities to our members.

3) Like many, I hope for balance- of work, family, friends... okay, and the final season of Lost. There, I said it.

And just to give myself a little boost of confidence, I set a short term goal and have already met it! As you can see from the top of the Blog, I've finally named my Blog something other than OFD Consulting. I hope to co-brand Illuminate with OFD in the Richmond Wedding Industry and beyond. Stay tuned for more exciting announcements down the road.

Now you're turn- what are your goals for 2010?

Until next time,
Meghan

http://www.ofdconsulting.com/

Meghan Ely is the owner of OFD Consulting, a niche marketing group geared towards wedding professionals. She is also the Managing Director of the Richmond Bridal Association, and has a regular spot on Bridesight TV.

Holiday Cards- Undercover Sales Tactic

I always have to smile when one of my many business books coaches me to send holiday cards to clients and vendors this time of year. I equate it to placing a tray of freshly made chocolate chip cookies in front of me, and asking me to eat them. In other words, no need to twist my arm.

Today’s blog, however, is not about my love of all things merry, or about the white Christmas tree that gets pulled out of the box as soon as the leftover Thanksgiving turkey finds a home in my fridge. Today is about sales tactics and how the holidays can give you an edge.

Quite often I speak with vendors who simply refuse to make a sales call. And you know what? I don’t blame them. It’s difficult enough to muster the courage to blindside a prospect, and then you also have the opportunity to enjoy the fear of rejection hanging over your head.

I always encourage clients to reach out to others with a purpose. If you have a reason in mind- those jitters start to make way for confidence. With the holiday season knocking at our door, what better reason is out there than to wish our colleagues and clients well?

From a sales standpoint, this allows you to remain relevant in the eyes of your next potential piece of business.

Case in point- during my Catering days, I always took a large gulp when I realized my busy holiday season was behind me. Among our staff, I was always the first to lock my office door for a couple of hours, and work on the 100+ cards to my clients, prospects, colleagues and vendors. Before I knew it, my phones were ringing from people thanking me for the card and the “oh hey, while I have you on the phone, I was meaning to call about booking a…”

Game. Set. Match.

A few tips to get you started:

1) Sending holiday cards isn’t exactly a new thing so dare to think outside of the proverbial tinsel and garland decorated box and send holiday cards for New Years. Or better yet- send out Thanksgiving wishes and you’ll be the first in line.
2) Work the repeat business. Holidays cards should not just be sent to your 2010 brides, but to previous brides and grooms as well. Down the road, they may need you for other jobs, such as family portraits, a birthday cake or a venue for their parents’ wedding anniversary. The door doesn’t have to close once the wedding cake is cut.
3) Don’t forget your wedding industry colleagues- more than likely, your brides are booking you in part because one of them referred you.
4) Finally, be sure to include your own vendors- whether it be your web designer, graphic designer or your insurance broker. Remember- part of your success is due to the people in which you surround yourself.

So, grab your contacts list, a good pen and some egg nog, and see the revenue start filling up your stocking.

Until next time,

Meghan

http://www.ofdconsulting.com/

Meghan Ely is the owner of OFD Consulting, a niche marketing group geared towards wedding professionals. She is also the Managing Director of the Richmond Bridal Association, and has a regular spot on Bridesight TV.

Top 10 Wedding Trends as seen by Get Married- a must read!

With 2009 winding down, it is time to look ahead. In order to stay competitive, it's of the utmost importance to keep with the trends locally and on a national level.

With this being said, I wanted to share an important article I ran across on PRNewswire today.

Until next time,

Meghan

ATLANTA, Dec. 7 /PRNewswire/ -- The holiday season -- between Thanksgiving and Valentine's Day -- is the most popular time of year for engagements with approximately 35-40 percent (550,000-650,000) couples getting engaged to be married over the next 12 to 18 months, according to The Wedding Report*. With an estimated 2.2 million weddings projected in 2010*, more than 1.1 million brides will discover their unique bridal style as they plan every moment of their celebration. Get Married offers these brides a sneak peek of the top 10 bridal trends for 2010. From runway fashions and edible passions to techie automations and color saturations, the new bridal trends are all about personalization and expressing your unique bridal style.

"Bringing your unique wedding inspirations to life is as exciting as it is essential when creating the 'wow'-factor," said Stacie Francombe, founder and CEO of Get Married, a tri-media wedding lifestyle platform for passionate brides. "We encourage brides to be bold and adventurous, infusing the elements and styles that excite them in life in this momentous lifecycle occasion."

Following is a look at the top 10 bridal trends for 2010 as determined by Get Married's editorial and production teams as well as leading industry experts:

1.Non-linear aisle: Brides are personalizing the procession by altering the traditional aisle with a circle or a triangular double aisle, enabling the couple to enter from multiple spots with a central meeting point. Stephanie Davis, Get Married magazine editor-in-chief and new bride, wedded lake-side on a circular dock from which she and her groom entered. "Our family no longer has two sides, so everyone sat together and, as an added bonus, there wasn't a bad seat in the house!"

2.Comfort foods with a kick: Chef Wolfgang Puck believes that comfort foods have become more popular in the current economy. Think burgers, pizza, ribs, pot pie, and risotto -- but comfort does not have to mean pedestrian. "Upgrade ingredients and prepare them with great expertise. Serve hors d'oeuvres like Kobe burgers, wild mushroom risotto, smoked salmon pizzas, slow-braised short ribs or a simple chicken pot pie with lobster," advises Puck.

3.Gifting techie gadgetry: Registries and wedding gifts have increasingly become more high tech. Brides want electronic recipe finders, books and charging plates, and matching his-and-hers PDA cases--all examples of great gadgets for the couple as well as thank-you gifts for parents and the wedding party.

4.Texture-inspired invitations: Top bridal designer Monique Lhuillier shares inspirations and details from her various collections: "A lot of fabric details from the dresses translate into the invitations. We use techniques of embossing to mimic textures and incorporate the same colors from the gowns into the invitations." Look for details you would see on the runway on your wedding invitations.

5.Old, new, borrowed and cobalt blue: From hints of blue in bridal fashion to saturated color throughout the wedding decor, "blues will be the most requested color in 2010," according to Shane Murray of The Wedding Report. Bright cobalt blue is a hot hue for 2010, offering fresh, bold and atmospheric twist on the bluesy tradition.

6.Wear-again bridesmaid dresses: The urban legend of wearing a bridesmaids dress by choice after the wedding is a reality with the new silhouettes that mirror what is happening on the runway. Gorgeous and glamorous dresses with drop waists, bubble skirts and ruffles add an additional sense of style for bridesmaids to wear -- and wear again.

7.Three-dimensional save-the-dates: Inform your friends and family of your wedding day with a twist. Three-dimensional elements on the save-the-dates, like a paper umbrella (signifying a destination wedding), adds character, humor and relevance.

8.Old Hollywood glam, for men!: A return to Cary Grant's sense of style is making a comeback this year for grooms, looking charming and dapper in a white tuxedo with black-rimmed lapels. This cool old-school look brings back the sharp-looking vest and nostalgic pocket watch.

9.Blogger brides abound: Now more than ever, Get Married is seeing brides enjoy sharing snippets of surprises, ideas and images throughout their wedding planning experience. Personal blogs offer a space for brides to share, gather inspirations and explore. Check out Get Married's robust and newly-skinned wedding blog.

10.Personalized plus: From the decor designs and inspirational invites to a great gifts and super-fab favors, Get Married is observing brides' aspiration for distinctly personalized wedding details. Designing invitations, save-the-dates and thank-you cards and adding monograms to guest books, aisle runners and gifts (like cosmetic and travel bags) offers a hint of personal bridal style. An assortment of personalized decor, invitations, gifts and favors are available at http://www.shop.getmarried.com/.

Get Married offers a bridal style quiz for brides to discover their bridal personalities and express it -- available on the homepage at getmarried.com and reflected on the new season of Get Married's show on WE tv. The series will include real brides learning about their bridal style by partaking in fun wedding planning challenges and activities with expert wedding professionals.

More details and images about Get Married's top 10 bridal trends for 2010 -- and additional hot wedding ideas for the coming year -- will be showcased in the second issue of Get Married magazine available January 2010 on newsstands, online, by subscription and as a free first issue.

Courtesy of:
http://www.prnewswire.com/news-releases/get-married-unveils-the-new-top-10-bridal-trends-for-2010-78674307.html

Thanks Style Me Pretty!

We're thrilled our submission to Style Me Pretty (http://www.stylemepretty.com/) was selected for Backstage, their newer venture into the world of the business of weddings.

Check it out:
http://backstage.stylemepretty.com/

Special thanks to Abby Larson for the opportunity.

Bridal Panels and Birthday Parties

It's been an exciting week, personally and professionally, for OFD Consulting.

This week marked the 6th Birthday of the Richmond Bridal Association (http://www.richmondbridalassociation.com/), as well as our Annual Bridal Forum, a chance offered exclusively to RBA members to sit down with a dozen local brides and mothers of the brides, to discuss everything any anything as related to the planning process.

Luckily, we have put the finishing touches on what I feel is a successful recipe- brides and moms of various budgets and locales (ranging from hotels and country clubs to backyard soirees and outdoor banquet facilities) combined with vendors eager to learn.

While I feel that the majority of what we learned should be an exclusive privilege to our RBA members, I am happy to share some of the more interesting points we heard:

1) Yellow pages- they serve a better purpose keeping a table steady than they do as an advertising tool. Brides and moms aren't using them. Period.

2) Brides are still turning to the old standbys- wedding magazines, bridal shows and a good solid web site.

3) Vendor and friend referrals are stronger than ever. Might be time to start asking yourself how your relationships with fellow vendors are going.

4) Value is big and Brides/Moms need to see it in your work- now more than ever.

Interested in joining us for next year's panel? Then mark your calendar for March 10, 2010- our annual RBA meeting for Prospective Members.

And what, may you ask, happened to OFD personally this week? Well that's me up there- finally putting my feet up at The Jefferson after my wedding to the guy behind the lens.

Until next time,

Meghan

meghan@ofdconsulting.com

Marketing to Brides- A Vendor's Take

I am just putting the finishing touches on a Blog regarding last night's annual Richmond Bridal Association Bridal Panel, but in the meantime, please enjoy this perspective from wedding cake vendor A Cake to Remember- http://acaketorememberva.blogspot.com/

I appreciate Kara's insight and want to reiterate my thanks to all of our participants.

Until next time,
Meghan
meghan@ofdconsulting.com

Photographers- mark your calendars!

Minor OFD plug!

I'm pleased to share with you that I will be joining several of my colleagues in the wedding industry on November 13th for this year's Virginia Professional Photographers Association's Fall Seminar. Specifically, I will be sitting on the Business and Marketing Roundtable along with some wonderful folks.

It isn't easy being a professional wedding photographer these days- between the budget bride and the added competition of part timers with professional equipment. I look forward to sharing and discussing creative and successful marketing strategies to give one the edge they need in this competitive market.

For more information, please visit: http://vppa.org/pdfs/FallSeminar09.pdf

Hope to see you there!

Who is my bride...really?

Go ahead- ask any one of your wedding pro friends who their bride is. Not always the one they have but the one they want.

And you know what they are going to say? "Oh, I'd like the more high end bride."

Well wouldn't we all.

Today I'd like to talk about targeting your bride. Brides come in all sorts of packages, attitudes and checking accounts. Some are local brides while others travel a great distance to get married in their home state. Some have been married before and some haven't. Some have gone to college and some haven't.

The fact is- we'd all love that elusive high end bride, but guess what? So does everyone else. And- this will really blow your mind-- most of them are not. Yet, they are still booking vendors and getting married. So why aren't your marketing efforts geared towards them?

When working on connecting with your bride, it's important to make sure your message is getting to the right people. And how do you go about that?

For starters, utilize the information from your existing database. Where are they from? How old are they? Who's sending in those checks? These records could offer you a wealth of answers without traveling any further then your computer.

When you have prospects in the door, be sure to ask the right questions. Who else are you speaking with about these services? Who are your other vendors? If they are looking at you and then the part time DJ with the ipod, then we have a problem. If you're up against other reputable vendors in town with similar pricepoints, then you're heading down the right road.

Visit your Facebook Business Page and look at the Insights section, listed on the left. Facebook offers you a free service which literally takes your Fan base and breaks it down by age, gender, location, etc.

Above all else, be honest with yourself. If you are a reception site that only seats up to 80 guests and you are desperately pining for that high end bride, well then you're only hurting yourself in the end.

The good news? Well I'm happy to report- it's not all or nothing. If you don't capture the bride with the platinum budget, there are plenty of great ones out there. And they are waiting for you.

The question is- do you know how to reach them?

Until next time,
Meghan
Meghan@ofdconsulting.com

Why you should know how to pin a Boutonniere: Being an all around Resource

Three years ago, my best friend got married and as with would most wedding professionals like myself, I asked the inevitable question: "Is there anything I can do to help?"

She then reasoned that since I "know weddings," then I could be put in charge of pinning all of the boutonnieres.

Panic.

It was like she had asked me to translate the wedding vows into French (which I can't by the way, despite my heritage). The good news was that this conversation took place over the phone- otherwise she would have seen the immediate panic in my eyes. I no sooner got off the phone that I flagged down our in house florist, declaring that we had a floral emergency and that i simply had to learn how to pin a boutonniere this very instant.

This brings me to today's blog topic- being an all around resource for your brides. Like all vendors, you're naturally going to market your skill set, correct?

Here in lies the problem- that's simply not enough these days. This is especially true in today's market, where the full time professionals are regularly competing with the "weekend warriors"-- that is, folks who devote their weekdays to another trade and then suddenly polish off their digital camera, ipo, what have you and become a wedding professional.

Good products will get people in through the door to speak with you, but if you want to give yourself a true edge over the competitors, you need to know your industry.

When I ran events at reception venues, I made it my business to make everything my business. Sure I knew the ideal temperature on a medium rare steak (130-135 degrees!), and what size linen accommodates a 5' round (120"!), but I also knew what color fondant stained your teeth, where you could get a gown pressed on a holiday weekend and the ideal time of day to take an outdoor bridal-- all while pointing brides to the nearest circuit court to obtain a marriage license.

Suddenly, I was the first person the bride would call with questions. I became her resource. And her? Well she became a revenue stream.

If your business is weddings, then take the time to learn them, and not just your piece of the pie. Keep up to date on the latest trends. Have a general awareness of standard event timeline. Learn what it is that your vendors do- it will only help to make the event that more seamless.

Since that fateful day three years ago, I have put my good boutonniere skills to use- even to the point when I could do it with one eye closed (necessary when thrown into a dressing room- trust me). Before long, I was impressed to find that many of my photography colleagues were doing the same thing.

As for those French vows? Perhaps I'll tackle those next.

Until next time,

Meghan

meghan@ofdconsulting.com

Managing Prospects- Brides, Moms and Otherwise (the OFD way)

Back in the day, I averaged a thousand inquiries a year at a local non profit foundation. That's a thousand brides, mother of the brides and yes, the occasional groom.

As we swifted through potential dates, color schemes and caterers, there was one valuable lesson that I learned- do not get off the phone until you ask a bride where they heard about you.

Since managing inquiries was just a small part of the job, it was important to make the most of the time spent on the phone or by email. And as with most non profits, we simply did not have the money to throw around at advertising and marketing so it was important to quantify the results of our efforts.

With a click of a button, I could tell you how many brides heard of us through print publication, word of mouth and vendor referrals. I know how many lived in the city of Richmond and how many were out of town. If a bride heard about us from a bridal show, I knew about it. If a mother of the bride heard about us through one of our Preferred vendors, I made sure to thank them.

Was it a lot of effort? Not really.

Was it easier for me since I was fresh out of school and knew no other way? Most definitely.

Managing your prospects in a more effective manner takes relatively little effort once you have a plan in place. The important thing, however, is getting your strategies aligned with your day to day operations.

Here are three tips to get you started:

1) Questions- ask them. And more importantly, plan for them. Have a script for when prospects call, so you know you cover all your bases with them.
2) Excel- embrace it. Most people today have Excel on their computer and if they don't, it's a relatively minor cost in the grand cheme of things. Spend some time learning Excel- there is so much more to it than simply adding in the data. Excel allows you to filter information and create drop down options for commonly used words. Tired of filling in everything horizontally? Yep, they can offer different options for that too.  If you don't have the time, have someone train you (minor OFD plug) and create a database that fits your needs.
3) Leads- track their progress and be honest with yourself. If the bride contacts you on Monday, how long is it really until you reach out to them? How long until your second point of contact?
3.5) Lose a bride? Note them. Don't be afraid to ask them who they selected. How will you ever know who your true competitors are if you simply guess and make assumptions?
Day in and day out, I speak with wedding professionals who take the initiative with their marketing efforts, but then don't follow up. I liken it to the occasional, sometimes pricey, items I like to buy for cooking. Did I desperately need the Shun 8" chef's knife? Well, I wasn't toos ure-- that is, until I could list 10 fantastic dishes I could not have made without my new culinary best friend. Ultimately, we all need a little justification in our purchases- whether it be a full color spread in a local bride magazine, or that immersion blender with a zillion attachments.


Now more than ever, it's essential to track where you get your leads. In the end, how else will you know if your efforts are paying off?


Until next time,
Meghan, OFD Consulting LLC

meghan@ofdconsulting.com

BIG NEWS for OFD Consulting- a new Chapter

Now what kind of marketing guru would I be if I posted the big news in the first line? I want you to read the Blog first- or at least politely scroll down to the bottom.

Let’s take a step in time for a moment. The year was 2003 and I was fresh faced out of JMU. I had moved to Richmond after a whirlwind stay in Oregon, and I was too new to even pick out my grocery store yet.

I was enjoying my time with Maymont, planning their weddings. One of the perks of my job was attending monthly meetings with the Richmond Bridal Association, a dynamic group of wedding professionals in our area. It was there that I met some of the best folks in town (professionally and personally) and it was there that I learned how to do my job better.

Fast forward several months ahead as Maymont hosted the group at our very own Garden Hall. It was election night for the new public relations position, and I had my eye on it. My eye was one thing—my nerves were a whole different story. After a pep talk from my boss and a couple of white chocolate martinis from the open bar, I stood up among my peers and nominated myself. I won, happily, and haven’t looked back.

Throughout the years, I have found myself in several capacities with RBA- representing the group at bridal shows, working with the Times Dispatch on stories, serving as Membership Director on the Board and assisting with establishing our popular annual Bridal Forum in November. When I had to leave the organization earlier this year, to pursue other endeavors, I missed it.

Tonight was a night of changes as I was announced as the new Managing Director of the Richmond Bridal Association. Moving forward, I have the distinct privilege of assisting my peers just as they did me those years ago.

I’m overjoyed at this new and exciting endeavor. I so firmly believe in the virtues of professional growth and education in the wedding industry. I also believe that a bride should hire professionals for their wedding- having your best man double team the night by playing his ipod simply does not work. I also believe in social responsibility and doing our part to give back to the community. I hope these three things will guide me on this adventure.

The way to get started is to quit talking and begin doing. ~Walt Disney

Until next time,
Meghan
Meghan@ofdconsulting.com

Linkedin- Social Media's Uncool Kid

If Facebook is the cool kid that always gets invited to the Friday night game and has a pick of at least three dates for prom, then Linkedin is... well, Jan Brady.

Don't get me wrong- I love Facebook. In fact, I was one of the first to embrace it- and steadfastly stood by it when My Space really came rolling into town. Facebook is an amazing channel for getting the word out to your clients and prospects. I often teach people how to create their Business Page on Facebook, as well as tricks on truly maximizing your marketing efforts. Facebook and I? Really good terms.

As for Linkedin, I couldn't tell you exactly when I signed up for it. I let my profile sit, unloved, for a substantially long time. I find this is the case for many, the more I talk to people.

Slowly, I started updating my profile- work history one day, my profile pic another. Then, I started joining groups such as my alumni network, groups for my industry and so forth. Suddenly, I started aligning myself with really good people. Before long, I'm networking with great, insightful people as well as prospective clients all over the country. I'm responding to inquiries in the Midwest from wedding professionals trying to build off season business. A colleague recommends a book on selling strategies? Don't mind if I do.

More importantly, I'm getting my name out there.

Then, I meet an Internet guru, whose business's success lies in her deft Internet research strategies. When she began speaking about Linkedin in her seminar, I sat up in my chair and paid attention because in my book, if you meet an Internet guru, you need to do everything online she's doing.

I come to find out that not only does she love Linkedin, she pays for an upgraded account.

Sold.

Linkedin has different benefits for different industries. Ultimately, Linkedin is not necessarily where you're going to find the wedding business. Brides are on Linkedin for their own business networking purposes while they sit on Facebook looking through your galleries and reading about how your events are going for the season.

With marketing, however, it's about the big picture. Yes, it's about sales, but it's also about being good at what you do and always being relevant. If you're a photographer, join some photography groups online and trade tips. Share new, innovative ideas. Be a resource to your industry.

Looking for some new faces to add to your company? Run filters through these groups for local talent. It's just as free as Craigslist, and you aren't bombarded with 600 emails.

So go ahead and join Linkedin- or, reactivate your poor, misunderstood account, and let it know that, once in awhile, you promise to sit with it in the cafeteria during lunch.

Until next time,

Meghan

meghan@ofdconsulting.com

Bridal shows- a guide for newbies and veterans alike

So your wedding business is hitting its stride and you're feeling good enough about your cash flow that you’re ready to cut a big check for a big sexy print ad. After careful consideration, you select your publication and when it’s time to submit your ad, you give them this- a blank piece of paper.

Sounds ridiculous, right? Well it's no different than the countless vendors I see spending the big bucks on wedding shows only to come ill prepared.

You know the usual suspects- they come in bleary eyed balancing their coffee with their box of props twenty minutes before showtime. They start shutting down their booth early-- tired after a long day of sitting. Then the worst offenders of the bunch- those who drop off their business cards and run in the other direction before anyone can gently remind them that they really should actually stay for the show.

This blog today, however, is not about them. Some day, I will gather these vendors in a big room, impress them with my analogy and then pull out a chalkboard with the following four affirmations: 1) I will arrive early, 2) I will dress appropriately, 3) I will drink only non alcoholic beverages during the event and 4) I will stay until the end.

Today, it about the rest of us. Like you, I've participated in many bridal shows along the way- the big ones, the small ones, the sold out ones and the unattended ones. After enough shows, you become comfortable- you know who you want to be placed near (Anyone with cake samples!), what you need to drink in order to not lose your voice (Hot black tea with two Splenda!) and how long it takes to set up your booth so that you have exactly two minutes to go before show time (3 hours, 45 minutes and 12 seconds!).

Comfortable isn't bad per se, it just can lead you down a slippery slope of complacency if you aren't too careful.

With that being said- take the following five pieces of advice to heart:

1) Marketing Plan-If you don't have one, get one. If you do have one, make sure that your bridal show goals are in line with your overall marketing strategies and position statement. If not, then get them in line. And quick.

2) Booth placement- it's easy for us to want to be near our wedding vendor friends. After all, Sunday is very often our only day off for the week-- why not spend it near people you like? Being near friends, however, often tempts you to the dark side- that is, chatting and gossiping with your buddies instead of focusing on the task at hand- getting the business. Do not select booth placement based on friends instead of foot traffic- period.

2.5) Speaking of friends, we easily fall into the trap of chatting with only the people we know in town. Dare to break out of that shell and introduce yourself to the new kids on the block- no doubt they will appreciate the gesture and who knows- maybe that's where you'll get your next referral.

3) Be the Bride! Or in other words- attend shows. Are you new to the business and gearing up for your first string of shows? Do your research and hit the road- see what options are out there. Secret shop your competitors. Get booth ideas! Same goes for the veterans- take the hour trip to another show to check out new and fresh designs- whether it be booths, photo albums or marketing materials.

3.5) With that being said, don't forget the cardinal rule- don't take time away from the vendor while they are working their booth. They are there to get brides- not tell you where they got their brochure printed. Grab their business card and contact them in their office the following week.

4) Know your options- I run comparisons of bridal shows for clients all the time and it always surprises me when vendors can't believe how many shows we have in Virginia. I recently customized a list for one client with over 20 (count them 20) options . I absolutely believe in sticking to the shows that work for you-- but if you're looking to expand the business, get out of your comfort zone and add a few more to your schedule.

5) FOLLOW UP-we've heard it all before.... This piece of advice, however, is about how you do it. Yes, you'll more than likely get a list of all registered brides after the show (very valuable, but alas, another blog for another time)- but what about those brides with whom you really connected? Have sign up sheets at the ready and make sure their names get on it. As they walk away, make quick reminder notes about the bride- she'll appreciate you remembering little things about her Big Day. And then CALL them. One vendor recently lamented that she didn't like calling because she didn't want to *bug* them. Remember- you are a RESOURCE to these brides.

Ready to knock that next bridal show out of the ballpark? Then give me a call.



Until next time,

Meghan

meghan@ofdconsulting.com



One plug- if you haven't checked out Marc McIntosh's Secrets of Selling to Brides (http://www.bridalshowcase.com/), I would certainly recommend it. I attended years ago as a wedding vendor and walked away ready to ace my next bridal show.

One Studio- Two Brands

I'd like to send along a big KUDOS to Scott and Stephanie Strimple for their recent successful marketing initiative.

Scott and Stephanie run United Wedding Productions and then they saw that they could fill another niche in the Richmond Bridal Market. Thus, Ella Productions was born!

Click the link below to learn a bit more about their efforts:

http://link.brightcove.com/services/player/bcpid9493665001?bclid=22539520001&bctid=31152775001

Please note that OFD Consulting did not collaborate in the project. This was the brainchild of Scott and Stephanie and I felt they deserved recognition for a job well done.

NASCAR and Brides- an Unlikely Pair

When the Times Dispatch announced this past weekend that the SunTrust Indy Challenge will not be calling Richmond home in 2010, I feverishly began my Google search for what what would have been the anticipated date of this lost event.

NASCAR has never been on of my interests, despite my proximity to a pretty happenin' raceway. So why would I even pick up on the latest from the world of racing? And what does it even mean to the wedding industry?

I finally had to make NASCAR my business when I began to realize that weddings in Richmond always seemed to slow down the first weekend in May and the first weekend in September (depending on Labor Day). When I dove into the Hotel world, it was quickly drilled into me that sleeping rooms on those particular weekends were already earmarked for the avid NASCAR attendees who came to town for Richmond's biggest racing weekends of the year. The room rates were drive up well past the point of reasonable, so the options for out of town guests quickly dwindles, making them unpopular wedding weekends. Let us also remember that 35% of NASCAR fans are female.

Armed with this information, I went aggressively into booking the next wedding season. If I had a bride interested in any date in the month of May or September, I wouldn't hesitate to offer a small discount on room rental for NASCAR weekend, as long as they heard my "the whoahs of room rates on race weekend" speech. I'd even call other hotels on their behalf to get the room block booking started for them, just to keep the reception business.

I've always been surprised by wedding vendors who did not keep up with the local going ons of their community. This is a fantastic way to detect any potential patterns, as well as foresee challenges for the year ahead.

This is an even biggest opportunity to be seen as an additional resource to your prospective bride. For example, do you have a bride who wants to book Richmond Marathon weekend? Be sure to print out the event's timeline and road closures to make sure she gets to where she needs to be on time.

After further investigation, I did find out that the Indy Races normally took place in June and were not one of the two that left our hotel rooms jam packed, and our reception venues empty.

So while this is one less event to mark on our calendar, I would highly suggest taking out your planner or Blackberry, and getting started on your 2010 and 2011 calendars. Or, give me a a call and I'll take care of it for you.

Until next time,
Meghan
meghan@ofdconsulting.com

Short but sweet

New email is up and running- meghan@ofdconsulting.com

The Generation Y Bride

Call them what you'd like-- Generation Y, the Millennials or the Echo Boom- regardless of how you describe them, they're coming your way-- whether selecting their reception site, wedding cake or purchasing their bridal gown.

For years, marketing gurus have kept a watching eye as the focus shifted from one generation to the next. Many may ask, why the big move and why right now?

In short, they are the movers and shakers of the world, with numbers rivaling the Baby Boomers and the technological and media savvy far exceeding their Generation X counterparts. Unlike their predecessors, they're empowered and believe they have a voice that needs to be heard. They're attending college in record numbers, are more affluent and ethnically diverse.

How does this affect the wedding industry you may ask?

Born between 1977 and 1994, Generation Y is the next to generation to get engaged and they have $83+ billion in their pockets to spend annually, according to Yankelovich Youth Monitor. Preferring smaller companies, the group also has a tendency to favor specialty shops over discount and department stores- a big PLUS for the small business owner in the wedding industry.

Generation Y is certainly causing a stir in the American economy and only one question remains-- how are you preparing for them?

To get started, I'd highly recommend reading Rocking the Ages: The Yankelovich Report on Generational Marketing.

And after you get back from Barnes and Noble, give me a call.

Until next time,
Meghan
ofdconsulting@yahoo.com