Illuminate: the Workshop is Back!

This Summer is just flying by and I can't believe it's time to already make this announcement, but here it goes: Illuminate: the Workshop is back!

Last April, I hosted my Illuminate Workshop to a sold out crowd in Richmond, and I couldn't wait to dive in once again. This time, we're bringing in new speakers and are covering topics that are on the minds of many wedding professionals. I surveyed, you responded and I listened, so don't miss out on this Workshop designed specifically with you, the wedding professional, in mind.

Wednesday, September 15, 8:30am-12:30pm
The Garden Hall at Maymont
1700 Hampton Street
Richmond, VA 23220

Topics will include:

Promoting your Wedding Business to Success
Elizabeth Howard, The Cordial Cricket

The Emerging Social Media Crisis:
How to Manage the Risks and Rewards of Facebook, LinkedIn, and Twitter
Brent Peterson, Interview Angel

Your Worst Critic: How you get in the Way of your Wedding Business
Shanelle Calvin, Shanelle Calvin Consulting

The State of the Wedding Industry and the 2011 Outlook
Meghan Ely, OFD Consulting & the Richmond Bridal Association

And don't you worry- our ever popular mid-morning Sweet Break is back- thanks to Sweets Sponsor Petites Bouchees!

The early bird rate is only available through August 20, so don't delay! If interested in learning more, please visit HERE.

More soon,
Meghan

Meghan Ely is the owner of OFD Consulting, a niche marketing and public relations group servicing the wedding industry. She is also the Managing Director of the Richmond Bridal Association, Contributing Writer to Virginia Bride Magazine and has a regular column in the Richmond Times Dispatch, Wedology 101: the Reality of Being a Bride.

So Today is a pretty Big Day...

So I did it.

Today, I woke up and started working full time for the toughest, most Type A, organized broad I know.....

Me. Yep, that's right. OFD is open twenty-four hours a day.

For those who may not know, I jumped on the OFD train far sooner than originally anticipated. Yes, I've pretty much had my eye on the self employment prize since Kindergarten, but logic and cash flow statements always made the decisions for me. That is, until I left a rather comfortable job for a promotion elsewhere. Eight weeks later, I found myself sitting on my couch next to be my husband to be and a box of tissues, sniffling that I couldn't stay any longer in my current situation. And I think it was time to start OFD, albeit two years earlier than planned.

As my dear friend Heather said, "Sometimes plans have a way of changing."

So I secured a part time job, and spent every other waking moment as OFD (that is, except those moments I was playing Bride). Before long, the balance became far more difficult. Thankfully, I surrounded myself with my support team, including a string of clients willing to wait until 1:01pm for me each day, and a (now) husband who wins best spouse between the two of us any day of the week.

Then the days ran longer and longer. Suddenly I'm working 1:01pm until 10pm on weekdays plus weekends. I dream about press releases. I have speaking engagements booked here, there and everywhere.

And I knew it was time to make the leap. Truth be known, I could have done this earlier but I turned down investor when it simply wasn't a fit. Lesson learned: the easy path isn't necessarily the right one.

And when the time was finally right, I handed in my notice and parted ways for OFD 24-7. Today, I woke up, threw on something other than a suit (small victory!) and got to work.

The reason I share this on a Blog normally dedicated to wedding marketing and the business development?

Well, it's inspiring darn it.

Seven years ago, I graduated college and decided to spend a year with Americorps, working in the inner city schools of Richmond, despite the naysayers. Don't do it, I heard over and over again from those worried I'd fall behind career wise as I spent a year working with kids for a measly $9,000 a year. But I did it anyway (note photo from my Americorps days), assuming I was competitive enough that I'd catch up in no time.

And here I stand bossing myself around all the live long day. And it rules.

I'd love to hear more inspiring stories from when you made the Big Leap. Feel free to share in the comments below.

More soon,
Meghan

Meghan Ely is the owner of OFD Consulting, a niche marketing and public relations group servicing the wedding industry. She is also the Managing Director of the Richmond Bridal Association, Contributing Writer to Virginia Bride Magazine and has a regular column in the Richmond Times Dispatch, Wedology 101: the Reality of Being a Bride.

Valuing Your Wedding Services: Am I Undercutting?

It's my sincere pleasure to welcome my friend and colleague Shayna Walker Weddle, founder of Williamsburg Wedding Design. I enjoy visiting her Wedding Business Blog Life in Weddings, and am thrilled she is guest blogging today about the ever important topic of undervaluing your wedding services.

Take it away Shayna...

Weddings Are Not Snack Foods
Intentional undercutting is a bane on an industry where quality is critical. You can look for the cheapest possible source of tortilla chips at a mega-store because you know that regardless of price, two bags of the identical brand of snack food will taste the same.
Weddings aren’t tortilla chips. Between geographic markets, there are definitely variations in pricing that result from differences in cost of living and overall affluence. Within a market there are starting points in each vendor category that are established based on experience level, time in business and product quality. These are natural variances and are healthy for any market.

However, if you are presumably comparing apples to apples, there should not be ridiculously dramatic differences in rates, and where there are, someone is losing (be it the client, the wedding pro or both).

Do Not Fix Prices
No one can dictate your rates and yes, it’s against the law to make agreements with your competitors to charge the same amount. That’s price-fixing and it’s not okay.

Do Not Undervalue Yourself Either
But it’s not okay to so seriously undervalue yourself or your client that you are charging pennies on the hour either. Sure, you may work a lot, but for what? And how long will you last at rates that don’t produce any kind of measurable profit?

It’s appealing to claim that you have booked 40 weddings in a year – but how appealing is it to work 40 weddings in a year and make only a handful of cash (or maybe even lose money) because your prices are impossibly low?

I’m So Proud! They Chose Me Because I’m Cheap!
And how fulfilling is it to be chosen by clients based on your cheap prices rather than your incredible quality of service?

The Factors that Should Determine Pricing
Prices should be determined based on standard factors including:
• A calculation of how much you want to earn in a year
• The cost to you of the products or services that you sell
• A factor of your overall annual business expenses including marketing, office supplies and labor

• Reasonable adjustments for your experience level and market conditions

You Can Demand Your Value and Still Be Successful
Once you have determined a fair price for your services, your job is to figure out how to educate your consumer. If you are doing that job well, and you are providing excellent service, you should do a happy dance every time someone rejects you based on price. You’ve just weeded out someone who does not value your product the way you do and are one step closer to the happiest possible customer.

You won’t last long in any industry if you undervalue yourself and teach your consumer base to do the same. Establish fair pricing that rewards your standards and reject the temptation to undercut.

Can you do it? If your prices are intentionally low right night to help you boost your sales, can you revisit your value and re-educate your consumer? Tell us in the comments section of this blog post!

Shayna Walker owns Williamsburg Wedding Design. She writes the World According to Weddlady blog, The Williamsburg Wedding Blog and Life in Weddings blog. She publishes the annual Where to Wed bridal guide for Williamsburg, Yorktown, Providence Forge and Newport News. She is also a passionate speaker and educator for the wedding industry, an established professional wedding planner and her most important job: a single mom of twin kindergartners.

Bridal Marketing Boot Camp This Week!

Happy Monday all!

I just wanted to send along this great opportunity, which just came across my desk from Marc McIntosh with Showcase Productions. We are fortunate enough that Marc brings his Boot Camp to the Richmond area as well.

This week, Marc is hosting two free seminars in the DC/MD area and has just a few seats left in each. Please see below for information and email him should you be interested in attending.

More soon!
~Meghan



Discover how to sell BETTER than your competition ...

Bridal Marketing Boot Camp

You’re invited to a FREE seminar sponsored
by the Washington Bridal Showcase

Do you sell to brides? Would you like to sell to more of them?
Are you sure you are getting the most out of the money you spend on advertising?
How can you increase your sales (and your profits) in spite of the economy?

The all new Bridal Marketing Boot Camp is coming to Washington! Invest just two hours of your time (but none of your money, because it’s free) and we will show you how to increase your wedding business ... even in this uncertain economic environment.

At this seminar, you will discover why selling to the bride is different than selling to anyone else. Learn cost-effective ways of reaching the bride and turning her into a valuable customer. We guarantee that you will walk away with dozens of innovative ideas and strategies that you can put to use immediately. These are fresh ideas ... not the tired ones used by your competition!

• Where are the most effective places to advertise? This list is different than it was even a year ago.
• What are the seven myths of selling to brides, and how do they impact your marketing?
• Why are brides ignoring the traditional wedding planning timelines? What does this mean to you?
• How you integrate Facebook, Twitter and You Tube into your marketing program?

Plus, you will learn why bridal shows should be a part of your marketing program. Find out how shows work, why they work and how to make them work for you. Learn the 10 steps that will ensure show success and the 10 things that you must avoid at all costs. Discover how to make your booth do the selling for you, and how to maximize your results both during and after the show.

If you are serious about selling to brides, this will be two hours well spent. Admission is free and there is no obligation. Space is limited, so reserve your seat today!

Two sessions to choose from:

Tuesday, June 15
Hilton Alexandria Mark Center
Alexandria, Virginia

Wednesday, June 16
Sheraton Washington North
Beltsville, Maryland

Doors open at 8:30am
Seminar hours 9am - 11am

RSVP Now

Space is limited and advance reservations are requested. To reserve your seat, please reply to this email with your company name, the session you wish to attend and the names of the of attendees. Limit of two attendees per company, please!

Here’s what a previous attendee of this seminar had to say: “This was a well organized presentation, very professional and inspiring, and others would have charged for the same information. The Washington Bridal Showcase gave it away for free. In my opinion, they want to gain your business and your trust by helping you achieve success.”

This seminar is sponsored by the producers of the Washington Bridal Showcase. Each year, our shows are attended by more than 10,000 people representing a combined wedding budget of more than $75 million. Our upcoming shows take place on September 12 at the Dulles Expo Center, September 19 at the Bethesda North Marriott Hotel and Conference Center and September 26 at Martin’s Crosswinds in Greenbelt. On January 16, we debut our newest show at the Washington Convention Center and we return to the Dulles Expo Center on January 30. To receive information about exhibitor opportunities, simply visit our website at:

http://bridalshowcase.com/exhibitoropportunities.html

I hope to see you at the seminar as well as at our show!

Marc McIntosh
Washington Bridal Showcase
marc@bridalshowcase.com
703-425-1127

A Must Read Blog: my Logo-less Friend

We're keeping this short but sweet!

If you haven't done so already, go visit my friend Kara Buntin with A Cake to Remember's Blog.
Yesterday, she wrote an engaging post on how she's survived the last eleven years without a logo.

Kara is one of the most well respected wedding professionals here in Richmond so when she talks, I listen!

It may seem odd to feature someone else's Blog which goes against branding to a degree, but it's important to read beyond that. Kara may not have a shiny new logo, but her quality of product and service speaks for itself. Sometimes it's easy to lose then when you're busy printing all that letterhead.

So without further adieu- Kara!

Until next time,
Meghan

Bridezillas- Spotting them and Learning to Deal

I used to unknowingly have this look I made when the wedding requests from brides went from unreasonable to the far side of absurd in that I'd tilt my and squint my eyes, like I was trying to solve an algorithm in my head.

I finally caught myself doing it after about five years, and it was confirmed rather quickly when I made mention of it to a local wedding planner who had shared more than a handful of brides (and stories!) with me.

Her reply? "Oh yeah. That look? You've been doing that for years."

What can I say? I have a low tolerance for irrationality, and apparently, it shows.

Bridezillas were born the day the first bride-to-be asked for the reception venue to be painted to match her colors. I’d like to think they are few and more between but sadly, one takes up more time, energy and sanity that the rest of your brides in any given season.

Over time, I learned the ways of the Bridezillas- how to spot them, and eventually, how to manage them… even if that meant showing them the door.

First and foremost- learn what kind of bride you work well with, as it will only save you trouble in the end. Sometimes brides aren’t necessarily in the 'zilla category, but if the chemistry isn’t there, it is still going to be a difficult journey.

For me, I tended to attract detail oriented, overworked, Type A personalities such as myself. A personal ad for my type would read as such:

Fun but anal reception venue coordinator seeks brides-to-be with a thirst for fabulously detailed excel spreadsheets and floor length linens. Gals with a vendor list consisting of relatives, or promises of constant battles with mom, need not apply.

Now that’s not to say that I wouldn’t have appointments with brides of every type, but as I became more aware of my preferred bride, I learned to qualify the situation much sooner. While you take the time to learn “your” bride, look for these tell tale signs of a full blown Bridezilla.

When you come into contact with one, stand your ground and offer them alternative options besides hiring you.

Case in point- I took a last minute appointment a couple of years ago with an out of town bride and her mom. They were made very aware that one of the spaces was unavailable since it was being occupied by corporate group. I came armed with a photo album of the space, as well as a detailed description (Square footage! Number of windows! Dance floor dimensions!). At the end of the appointment, I kindly walked them to the exit and bid them farewell.

That is, until I found them sneaking into the forbidden space three minutes later.

The ladies were then quickly walked out of the venue by yours truly with the phone numbers of several nearby competitors…. because suddenly, we were booked solid for their weekend. And their back up weekend. And whatever weekend they hadn’t told me about yet.

Was it a necessary step? Definitely. If one is going to start off their wedding plans in that fashion, then it’s downhill from there.

Sometimes you may not be as lucky, and there are times when one slips by you. Suddenly you’re dedicating half of your work week to either answering hundreds of emails from this one individual, or hiding in your Panic Room, hoping she won’t find you.

Should you end up with a difficult bride, then know your limits. If you can’t meet her exceedingly high expectations, then it’s time to let someone else try. You’ll be amazed at how much time you get back in your day, once you’re not spending it being yelled at over the phone.

I’ve only been removed from one wedding in my life and it stemmed from someone unhappy that I wouldn’t accommodate their request for free pitchers of sodas on their table. Was I bummed that I wasn’t a fit for this couple? Sure. Did I learn to love the extra time I suddenly got back to sell my services, as well as meet the needs of my twenty-five other brides? Absolutely.

Now how do you manage a Bridezilla if you decide to tough it out? With over 700 words in this post already, perhaps I’ll save that for another day.

Ultimately, booking a Bridezilla is a lose-lose situation, but with a little self awareness and firm stance on silliness, perhaps you won’t have to keep stocking that Panic Room with snacks.

Until next time,
Meghan

Meghan Ely is the owner of OFD Consulting, a niche marketing and public relations group servicing the wedding industry. She is also the Managing Director of the Richmond Bridal Association, Contributing Writer to Virginia Bride Magazine and has a regular spot on Bridesight TV.