OFD Consulting LLC

We've Moved!

2010-09-26T20:21:00.001-07:00

I'm thrilled to announce that Illuminate: the Blog has received a much needed makeover. For all the latest, please visit www.illuminatetheblog.com.

Saving Time as a Wedding Pro: Google Alerts

2010-09-21T07:59:00.000-07:00

Part deux of my video series on saving time as a wedding pro begins.. now. Alas, the title still bores me to tears but, like this blog, it's a work in progress.

As you may have seen from my recent post, the one question I seem to get all the time is, "how do you fit everything into one day?" Admittedly, I have my Type A personality to thank in part but there are a wealth of tips and tricks that keep me on task and making the most use of my time.

Today, I'm chatting a bit about Google Alerts, a wonderful and free advice that assists you with tracking mentions of just about anything- from your company, your own name, competitors and colleagues.

Have any tips that keep you on track throughout the day? Feel free to share in the comments below.

Enjoy!

Thanks Kitchen Musings! Illuminate Receives another Shout Out

2010-09-20T16:28:00.000-07:00

What a delight to see today's feature on Illuminate: the Workshop by our lovely Sweet Sponsor Veronica of Petites Bouchees.

http://kitchenmusings.com/2010/09/dessert-table-at-illuminate.html

Thanks Veronica!

Until next time,
Meghan

Illuminate: the Recap

2010-09-18T18:15:00.000-07:00

What a whirlwind week here in OFD-land. Another successful Illuminate under our belt, a quick dip of the toe back into the wedding world to assist with a friend's Big Day today, and a 4:30am wake up call tomorrow to get myself to the airport for Wedding MBA.

Before I dash, I just had to share some of the great moments captured by Photography by Julie Renee this past Wednesday at Illuminate.

Many thanks again to Maymont for hosting us, as well as IK Catering for serving as our breakfast sponsor. As always, Petites Bouchees was a huge hit with her Dessert Table, knocking the socks off of everyone in the room. Thanks for being our Sweets Sponsor Veronica!

Also- a big thanks to our amazing speakers- Elizabeth Howard with The Cordial Cricket, Brent Petersen of Interview Angel and Shanelle Calvin of Shanelle Calvin Consulting.

Keep your eyes peeled for a Save the Date notice as we firm up plans for Illuminate: the Workshop next Spring in Richmond.

Enjoy!

New Video Series: Saving Time as a Wedding Pro

2010-08-30T16:14:00.000-07:00

Admittedly, my video blog series is in dire need of a snappier name, but for now, let's just be excited that I know how to embed videos into my blog, shall we?

I received a great response for my first video blog on the eve of Wedology 101, so I decided to move full steam ahead with the next. But the obvious question came up- what in the world would I talk about?

Then it hit me- it's the question I get asked the most, time and time again. Through high school, college, my life in the wedding industry and now OFD- I constantly get asked the same question.

How in the world do you fit everything in during the day?

I'm no different than most- except for my minor obsession with efficiency since I first "met" Frank Gilbreth in the book Cheaper By the Dozen as a ten year old. A life dedicated to re-evaluating my every move to see where I can save time. Where do I sign up?

So without further ado, I present my video blog- in short, a love letter to RSVPHere.com which has saved me more hours in the last year than I can possibly count. Pay no mind that the still show with the video is my arms waiving about. Apparently I haven't quite mastered embedding video yet.

Enjoy!

Wedding Industry Interns: Let the Circle be Unbroken

2010-08-23T17:39:00.000-07:00

I'd like to think that I made a pretty rockin' intern back in the day.

On day 1, I always showed up fresh faced and eager to learn. Grunt work? Menial tasks that no one else wanted? Yes please. I spent my sophomore summer at an unpaid internship with the local United Way and taught myself Quark Xpress and then proceeded to design an entire marketing campaign while my boss was on sabbatical.

After my senior year, I packed two bags and made my way to the Nike World Headquarters (check number one off of the life bucket list) and despite the many generous opportunities they threw my way, I still asked for more work.

What always got me, however, was the general lack of enthusiasm about my presence. People! I wanted to shout, I'm educated, train-able and FREE. Yet I sat there, often underutilized.

So this summer, I decided to make things right and take on the lovely Shelley from JMU as OFD's very first intern. Shelley initially had impressed me by writing me a thoughtful thank you note following my presentation to her PCMA chapter.

I was thrilled- eager to show her the ropes and life beyond the blue stone. She was smart, ready to learn and enthusiastic about the wedding industry. I hearted her on site.

To seal the deal, I asked her to meet me for a final interview one weekend in Richmond. My new office was not quite ready so I selected a restaurant nestled in my neighborhood. Little did I realize we were dining post Monument 10k (non Richmonders: one of the top ten 10ks in the country) and the restaurant was jam packed.

So poor 20 year old Shelley had to interview at the bar. For her very first internship. Lovely.

And thus began the whirlwind summer. Officially going full time. Constantly changing appointments. Stubborn old lap tops. New clients. National accounts. The launch of an inaugural wedding event. Last minute meetings in my car. Networking and impromptu 30 second elevator speeches. Essentially, the life of a small business owner.

Suddenly, my master plan for weekly meetings, inspiring talks- heck an actual schedule, started to slip away. When push came to shove, my clients had to come first. And there Shelley sat- a boat load of potential. Suddenly, I started to sympathize with those who had hired me all of those years ago.

Interns are a wonderful opportunity to grow your wedding business while sharing on the job experience so often needed and appreciated by college students. Working with Shelley has been a rewarding experience and with this summer comes a few lessons for what I'm now affectionately dubbing the OFD Internship Program/Fast Track for Why you May Want to get out of the Wedding Industry.

1) A commitment to organization early on in the process. I fell prey very quickly to the "I'll work on it when I have more time." I would have been far better off by creating a schedule and list of projects as soon as the internship agreement was signed. I have no doubt that I would have been far more likely to stick to it, if it was part of the initial ground work.

2) Embrace the chaos. Those who know me will tell you that I'm a classic Type A personality, down to my color coded excel spreadsheets. Somehow I managed to balance this effectively during my chaotic years in the event industry. Ordered chaos as I liked to call it. When I made the OFD leap, I naturally assumed I had left that behind. Instead, I was able to see through Shelley's eyes that not only had the chaos followed me- it was officially a part of my existence, and I had gotten used to it. My wedding industry clients live in it, so why in the world would my life be any different?

3) Let "it" go. "It" could be a number of things- programs that needed bows, contracts that require creation, you name it. One may assume that I had trouble letting go of every day tasks due to the no so little control freak inside of me. Instead, I had trouble delegating because I didn't want anyone to have to handle the menial every day tasks. It took me all summer but I finally realized that part of the internship experience is giving myself more time to develop my business, while someone else can worry about the program bows. Lesson learned.

So with these new found revelations, I'm excited to welcome Intern Ariana to the OFD family for the Fall semester. I've broken my own "JMU only" rule as Ariana immediately impressed me with our mutual love of PR, mad writing skills and general eagerness to take this industry by storm.

As for my beloved Shelley, we're painting the town red tomorrow with a big thank you dinner and toast (sparkling cider mind you) to her future endeavors, as she makes her way to JMU. And the hope, that if we do find each other down the road, we won't have to interview at a bar.

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 column in the Richmond Times Dispatch, Wedology 101: the Reality of Being a Bride.

Search Engine Optimization and the Wedding Professional Part 2: Guest Post by Alison Wren

2010-08-19T05:42:00.000-07:00

Today, we're welcoming back Alison Wren of Wedding Business Success a UK based web site dedicated to educating wedding professionals on sound business practices. In case you missed the first pos t, Alison is here to share her knowledge on the matter of Search Engine Optimization and Wedding Professionals.

Step 5 – DIY or not?
It is possible to do your own SEO, but you will need to invest a lot of time in:

learning about SEO
carrying out the work required

Calling in a professional will certainly bring results more quickly so you need to balance the
up-front costs with the benefits they will bring.

My advice would be to find an SEO expert for the initial work – a good one will advise you on what needs to be done and ensure you don’t make any mistakes (doing the wrong thing can result in search engines penalising your website and it disappearing from the results). The best way to find an SEO consultant is through recommendation – sadly there are some people who call themselves experts who are either incompetent at best or worse, unethical. NEVER hire an SEO company who cold calls you – the good ones hardly ever need to advertise.

Step 6 – It’s all about content
Search engines love good, relevant content, and so do other web users. And if you have great content, other sites will link to yours and the search engines will love you even more –simple!

YOU are still the best person to write informed articles for your site, so even if you have hired an SEO expert or already rank well, adding great content to your site regularly is a must.

Top Tips:

Write for customers, not search engines. Your website still has to convert those visitors into paying customers.
Use your keywords – make sure your main phrases are on your home page and also your location(s).
Add a blog to your site – and keep it updated.
Exchange articles/blog entries with other wedding sites in exchange for links.
Register your site with Google Places (www.google.com/local)

Step 7 – Keep Going
SEO is never finished – it’s an ongoing process of keeping your site updated, monitoring your web traffic and staying ahead of the opposition.

Finally, if you’d like to find out more about SEO there are loads of websites out there. http://www.seomoz.org is a good place to start.

Alison Wren is the editor of Wedding Business Success – a website dedicated to helping wedding businesses start up and grow. She is also the owner of leading UK based DIY wedding stationery specialist The Wedding Crafter which she set up 6 years ago having finally escaped from a career in IT. You can follow Alison on Twitter at http://www.twitter.com/alisonpwren

'Twas the Night before Wedology: My First Video Blog

2010-08-14T18:37:00.001-07:00

Well it had to happen at some point- I'm going to vlog, although I'm not sure if I can actually say that word without cracking a bit of a smile. It's the night before Wedology 101: the Reality of Being a Bride, so I thought it only made sense to capture the realities of actually planning it. I've always contended that J. Lo and her movie The Wedding Planner never really did justice to the wedding industry. I dare say she didn't start to sweat once in the movie. From tying to bows on programs to emergency kits filled with IB Profin, come see the not so glamorous life of an event planner.

SEO for your Wedding Business Part 1: Guest Post by Alison Wren

2010-08-13T05:24:00.000-07:00

When reviewing your overall marketing and sales plan, it's important to keep Search Engine Optimization (SEO) in the forefront of your mine, as your placement on such search engines as Google, may make or break many of your efforts. Today, I'm welcoming Alison Wren of Wedding Business Success, a UK based web site dedicated to educating wedding professionals on sound business practices. Today, we're featuring the first part of a two part series on Search Engine Optimization. And without further ado, here's Alison:

“Page 1 on Google” – it’s the holy grail of most website owners, but how do you get there? Search engines decide who appears where by:

scanning the contents of web pages (including code which isn’t visible) to determine the subject matter.
judging how important/popular the site is – generally based on other websites linkingto yours.

Search Engine Optimization (or SEO) is all about making sure search engines, like Google, can:

find your website
work out what you are offering
display your site as high as possible on the page when people search for products or services like yours

So, if you have a new website, are about to get one or think you could be getting more out of your existing site, how do you ensure you get the best results from Google and the other search engines?

New Website
If you are having a new site developed, make sure it is done with SEO in mind. Discuss SEO with your web developer/designer and make sure they know how to develop search engine friendly websites.

Design and SEO are very different skills so good designers often partner with SEO specialists to ensure your website looks beautiful AND gets lots of visitors. You should still go through the steps below as it’s vital to understand the basics.

Step 1 – Understand the different type of search results
Take a quick look at a Google search results page – the links down the right (and often 2-3 at the top) are sponsored links where the website owner pays Google every time someone clicks on their advert. Google’s pay per click advertising facility is called Adwords and it can be a good way to drive traffic to your website. There may also be shopping links (Google Merchant Centre) and/or local results (Google Places) shown on a map. The rest of the links in the main body of the page are known as the organic search results.

Step 2 – Your Keywords and Phrases
Identify the key phrases your ideal customers are likely to use to find suppliers like yourself. For example “wedding florist Fort Collins”.

For most wedding vendors this is likely to include your location. Make sure you include all areas you cover, particularly if you are in a small town or suburb but near a much larger town.

Check your current position on the main search engines for those key phrases and also your business name. Make a note of who is appearing above you.

Step 3 – Monitor your web traffic
Make sure you have Google Analytics (or a similar website monitoring function) implemented so you can monitor your website visitor numbers (your website developer should have done this).

Step 4 – Assess your current position
Decide what your goals are. For example “ I want my site to appear in the top 5 search results of Google for brides searching for a wedding photographer in Mytown.” How far you are from your goals?

If your site isn’t even appearing when you type your business name, then it’s likely Google isn’t finding your site at all. It’s time to call in professional help.

If you are ranking well for your key phrases and Analytics shows you are receiving good levels of traffic from search engines – congratulations. You shouldn’t need to invest heavily in SEO, but keep monitoring the situation – search engines change their criteria regularly and new competitors start up.

If you are appearing in the search results, but not very high up, then your site will benefit
from SEO.

More from Alison soon!

Alison Wren is the editor of Wedding Business Success – a website dedicated to helping wedding businesses start up and grow. She is also the owner of leading UK based DIY wedding stationery specialist The Wedding Crafter which she set up 6 years ago having finally escaped from a career in IT. You can follow Alison on Twitter at http://www.twitter.com/alisonpwren

Bridal Show: What went Wrong (aka an Expose on myself)

2010-08-08T17:55:00.000-07:00

The boxes are unpacked and my heels kicked off. I have a lovely centerpiece on my mantel (thanks FloraCulture!) and I've rented some space on our ottoman for my poor feet. The wine is pouring freely and I've got a bottomless glass.

Yes ladies and gentleman, another bridal show has come and gone.

Something you need to know about me- if I've done something wrong, I'm quick to point it out and rather publicly. I'd love to blame it on life long quest to better myself, but I think it really has to do with nine years of Catholic School.

On Sunday, I spent the day at the Wedology 101 booth at the Richmond Bridal Showcase . The brides and caffeine were plentiful despite going head to head with the Carytown Watermelon Festival.

As with any event, I keep a mental list of my personal do's and don'ts throughout the show and quickly run home to take note before I went on my date with my couch.

Let's face it- no one is perfect. I may write up a storm on bridal show marketing, and offer bridal show coaching but even I don't quite cross ever t and dot every i.

So without further ado, here is my self professed list of things I didn't do well, in no particular order:

1) I wore heels, and flip flops. The cement floor is no friend to feet, and I just wasn't wearing my thinking cap the day I packed my shoes. Flats always kill my feet at the show, so I mixed it up. Too bad I forgot that in years past, I normally stood on a rug all day. Ouch.

2) My raffle prizes were Wedology 101 tickets. Although I was pleased with ticket sales for Wedology 101, I do wish we had selected another raffle item for our booth to boost sales further. After all, brides were excited about attending but were then holding their breath on the freebie tickets raffle, which was pulled at 2pm and 4pm. By then, if they didn't win, the momentum was gone.

3) Wedology 101 team signs for our vendors. My partner in crime Jenn and I had distributed Wedology 101 team signs for each of the vendors in the week previous, in hopes they'd be on display at their respective booths. This Sunday, I realized I had broken one of the cardinal rules- always make it super easy on the sponsors. In other words, I should have brought the signs with me to ensure they would be featured in each of the booths.

4) I relied on the kindness of wedding planners- namely, Jenn. The Wedology 101 was okay on its own but only really spruced once Jennifer McBride put the finishing touches on it. Height, fancy pins to hang the banner AND flowers from FloraCulture? Don't mind if I do! If I hadn't had them there, I would rated myself a C+ for style.

5) It was summer and I forgot. I love the Richmond Bridal Showcase because we can set up on Saturday for the Sunday show. I was so pleased with myself to have set up so far in advance- until I showed up the next day and saw that half of my paper signs hanging in the back of the booth with Wedology 101 questions, had curled because of the humidity in the space. I should have put two and two together on that one and set up that portion on Sunday.

6) I didn't have enough lists. I was technically responsible for two entire booths and portions of my clients. I relied too heavily on my memory without writing things down and missed a few items on our Richmond Bridal Association booth. Next time- it's back to the post its and lists for me!

So what did we do well you may ask? I arrived early and with doughnuts. We overstaffed the booth so we were never stretched. I took time to post photos on social media channels throughout the day. We also had plenty of everything- from registration forms to caffeine and granola bars. Everything was easy to break down and because I'm a lucky girl, I had a sympathetic husband and a home cooked meal waiting for me when I got home.

Up next- Wedology 101 next Sunday, August 15. Time to repack the boxes, pick out a new pair of shoes and cork that bottle of wine.

Well, maybe just one more glass.

Cheers,
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.

Wedology 101: A Love Story

2010-08-05T11:00:00.000-07:00

When I got engaged early early last year, I think it came as no surprise that the wedding was planned in about two weeks. Site, vendors, invites? Check, check and double check.

The hubby to be and I breezed through the engagement, throwing in a home purchase, big move and job change in the mix for good measure. I remember thinking to myself- you see, why in the world do people get so stressed out?

That's until, however, Switters peed on the bed.

Who exactly Switters? One of the other loves of my life, except for that day. Two days before the wedding and I've got 30 folks coming to the house in a matter of hours. My family is blowing into town earlier than expected and I, I had a guest bed that had been peed on by Switters.

I panicked. I raced through the grocery store finalizing the evening's meal while cradling the phone on my shoulder telling a client that I simply could not finalize the one final teeny task I had left until now for them. But I do believe I offered to come over with whiskey. And I don't drink whiskey.

I was not handling this well.

After a few deep breaths, a quick run of the scissors across my pillow top to cut (yes, cut) off the top layer, I was in better spirits.

Lesson learned- even the wedding lady gets the crazies.

Wedology 101 has been percolating in my noggin for several years. I've had my fair share of stressed out brides- those who have flipped their lid, burst into tears and yes, even tossed their cookies before being announced into their reception. Each and every time I told myself- there has to be another way to do this.

Thus, Wedology 101 was born and I'm eager for our inaugural event on August 15 at Wyndham Virginia Crossings from 1-5pm. I'm joining forces with wedding guru Jennifer McBride to provide an insightful, fun and engaging workshop designed to answer many of the questions that I just don't see covered elsewhere- how to balance planning and family, the dreaded guest list, having a life outside of the plans- things that keep you from ending up in a puddle of tears or offering whiskey to your clients.

I find that the majority of my readers are wedding professionals, so if you have a few booked brides who would benefit from a kick butt afternoon of sanity, swag bags and style, then feel free to send them our way. Better yet- if they visit our registration page (http://wedology101.eventbrite.com/) and enter in the discount code ofdconsulting, they get $5 off the ticket price.

Thanks for your support of our endeavors and hope to see you there!

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 column in the Richmond Times Dispatch, Wedology 101: the Reality of Being a Bride.

Ready, Set, Bridal Show Season!

2010-08-01T18:00:00.000-07:00

Today, I'm going to do something rather unorthodox- I'm going to be brief. This Sunday, August 8, marks the Richmond Bridal Showcase, a bi annual wedding show that swoops into town, sends us brides, and has me relaxing with my feet up and hands around a large glass of wine.

Bridal shows can be a great way to build your business, but it's simply not a a matter of just signing away a check and standing in a booth all day. In fact, it's merely just the beginning. Below is a list of great articles I'm come across that will help guide you as you plan for the show this weekend, and beyond.

First stop- if you haven't done so already, be sure to visit my post at this time last year on Bridal Shows: a Guide for Newbies and Veterans Alike.

Then, grab a cup a coffee and sit back to check out these gems--

Bridal Show Marketing Tips- a series of fabulous articles by one of my favorites
by Shayna Walker Life in Weddings

Trade Show Signage Recommendations
by Andy Ebon of The Wedding Marketing Blog

Vendor Tips for Bridal Shows
by Bridal Tweet

Wedding Fair Return Calculator
by Wedding Business Success

I'd also be remiss if I didn't thank Wedding Business Success for featuring my guest blog today on Partnership Marketing.

Any I missed? Share them in the comments below. Otherwise, I'll see you on Sunday!

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.

To be Filed under the "Seriously?" Category: Wedding Venues and the Great Switch Up

2010-07-28T14:22:00.000-07:00

From time to time, I dust off my wedding hat and wear it around town- normally to assist a friend with her Big Day. Yesterday was no exception as my friend and I ventured to her reception venue for a walk through and general chat since we were 45 days out from the event.

We had received word that the in house coordinator had left, so naturally, my guard was up, and thank goodness for that. After meeting with a lovely, if not unseasoned, substitute with three (yes, three) weddings under her belt, I wanted to run for the hills. And I'm not even the bride.

Neil Sedaka put it best- breaking up is hard to do, and it's inevitable in the wedding industry. People move, find better jobs, leave the industry- in other words, the circle of (wedding) life. Staff changes, when not handled well, can lead to a major bruises to the overall brand.

So what to do when you find your company in a similar situation? A few rules for the road:

1) Have a strategy, and quick. Assuming the staff member still has two weeks with you, sit down with him and her as well as anyone else who will be involved in the transition. Discuss and implement a communication strategy. Save it for the next time this inevitably happens, to save yourself a little time.

2) Tell everyone. Be honest and make sure every bride hears it directly from you. The worst thing you can do is let the bride discover it on their own. Even worse- on a message board. If possible, have the person leaving call each and every bride over one day. Get them all before word gets out and suddenly you're fielding angry phone calls.

While this is not always feasible, it's certainly the best way to go when you can. I changed venues three times over the years and made it a point to call every single bride and tell them personally. It was never an easy conversation, but they certainly respected me for it.

3) Assign one (not three) staff member to each event for the transition. When we spoke with the coordinator yesterday, we asked who would be our main contact moving forward and we were told to continue to write the general email address, where any one of three people would respond. Naturally, I stepped in at this moment and insisted just one person be our contact .The fact is- staff changes are as stressful on the bride as they are for you. It's always best to give them one, new point of contact so they can feel like they are in good hands.

4) Give the new person time to adjust. Yesterday, we asked who would be on site for the actual event in mid-September. We were then told they'd have someone hired at the end of August. Surely, I said, they wouldn't be the main contact after being on the job for two weeks? My question was met with a hasty answer and some back peddling. Case in point- the newbie has to do their fair amount of time shadowing before throw into the game. Be sure to stress this with your brides.

5) Brag on the newbie. When you have found "the one," be sure to brag on her/him. A happy announcement on your Blog, blast email to the brides- anything to build their credibility, and fast.

Staff changes can be a stress to all and it's easy to get lost in the transition and forget that you potentially have your reputation at stake. With a few handy tricks, you'll come out on the other side with a sea of happy brides.

And if you forget everything else, just remember this- saying you've done three weddings won't even impress the ring bearer.

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 column in the Richmond Times Dispatch, Wedology 101: the Reality of Being a Bride.

New Kid on the Block

2010-07-27T10:50:00.000-07:00

I just love surrounding myself with like minded individuals- those who don't call what they do "work" and those who want to better themselves as a business.

Let's be honest- there's nothing more exciting to me than a solid marketing plan and some partnership marketing strategies. Plus it's fun to tell bridezilla stories- preferably with a glass of good wine in hand, and a captivated audience.

This afternoon, I took my usual spin around Facebook and was excited to see the launch of the Community of Charlottesville Wedding and Event Professionals, a new group designed to bring the Charlottesville wedding community together for networking and education.

Despite my hectic schedule and newfound role and responsibilities, my mind started to go into overdrive and I was giddy at the thought of networking more with our friends to the West.

In short, it's an exciting new endeavor and I'm happy to sing Claire and Jessica's praises for bringing a much needed opportunity to a fabulous area.

If you haven't done so already, I'd suggest you take a moment to visit their brand spanking new web site and learn more about their upcoming event on August 18th. I've already signed up to be a member and if you do any business in the Charlottesville, I encourage you to make the same investment.

After all, we're all in this together right? Plus, I've got some wedding stories that pair well with the right Sauvignon Blanc.

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.

A Little Bit of News

2010-07-26T12:47:00.000-07:00

I am a lot of things. Wife. Small business owner. Occasional blogger. Whoopie pie maker.

But, I'm also a caterer at heart.

I was thrilled to hear that the National Association of Catering Executives was forming a chapter in Richmond. Finally, I thought, the often forgotten component of Hospitality gets its own organization. Networking and education customized to fit the needs of event professionals? Don't mind if I do!

So when NACE President Carlos Velez contacted me about the Director of Marketing position, I couldn't say yes fast enough. I'm excited to join an already seasoned Board of local professionals and look forward to spreading the word about this exciting development in Richmond!

And if you haven't done so already, be sure to RSVP for the upcoming Launch party on Wednesday, August 11 at the Westin.

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.

OFD goes National with WedLock Partnership

2010-07-13T17:45:00.000-07:00

I'll never forget the first time someone asked me where I advertised my services. The proverbial light bulb went off as I realized that there was literally no publication out there for the wedding industry as whole. Were there cake magazines? Sure. DJ magazines? You bet. But nothing that actually spoke to the Wedding Professional as an industry.

That is, until now.

Coming across WedLock Magazine was a breath of fresh air. After all, I recognize that not everyone can hire me. Currently, Illuminate: the Workshop is available only in Virginia. At the same time, there is still a need for education- tried and true marketing strategies for wedding professionals.

WedLock Magazine offers just that- key strategies, tips and tricks to help you succeed in what is often an oversaturated market. In addition to a monthly magazine, WedLock also offers twice monthly webinars on various topics pertinent to succeeding in the wedding industry.

So what does this have to do with OFD?

Well, a week from today, on Wednesday, July 21, I will be hosting webinar on behalf of WedLock Magazine on one of my favorite topics: Partnership Marketing: Building Business from your Wedding Buddies from 7-9pm. We'll be diving into such ideas as turning your competitors into your sales team, as well as easy strategies to implement into your every day business practices that promise big returns.

It's a thrill, as well as a privilege, as I follow in the steps of such well known industry experts as Sonny Ganguly, CEO of Wedding Wire, and wedding marketing authority Andy Ebon. In the coming months, be sure to keep your eyes out for my article on Wedding PR, which will be featured in the Fall.

Interested in learning more about WedLock and my upcoming webinar? drop me a line at meghan {at} ofdconsulting {dot} com.

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.

A Tale of One Hundred Wedding Web Sites

2010-07-05T07:17:00.001-07:00

I feel like I've been to the trenches and back.

As I wrapped up a recent client project, I came to the realization that I had just reviewed one hundred wedding web sites.

With the majority from my very own neck of the woods, I feel like I've seen it all- from the snazzy to the pitifully outdated.

Here's the thing- I'm always rejecting my own Blog ideas because it seems like common sense. Of course then I gently remind myself of the time just a month or so ago when my husband had to stop me from removing a piece a toast from the toaster.. with a fork. So alas, not everything deemed common sense to one means it's necessarily common sense to another.

So after my extended tour of the world wide web , I decided to resurrect the idea of blogging about Wedding Site 101.

Below, you'll find a few simply tips and tricks to steer you in the right direction:

1. Add a Bio: Let me know who you are. Brides need to fall in love with your work, as well as you. Build credibility. Show a little personality. After all, you will be spending quite a bit of time together.

2. Photos: On that note, include a professional head shot with your bio. It's far more difficult to say no, when they've got your handsome mug smiling back at you.

3. Testimonials: You rock and hopefully, you've got a drawer full of notes to prove. You can try to dazzle your brides with your photos and impressive credentials, but what they really want to hear is how much other brides have loved you.

4. Stay up to date. In in a similar vein, don't date information like testimonials. You may post a round of kudos from last year's weddings and if you don't touch it again for another year, brides may think that suddenly you've become Mr. or Ms. Unpopular with your current brides. Additionally, if you ran specials for your business last Fall and it's now July, it's time to take a moment to take that down.

5. Press. I'm always surprised when wedding pros don't have a Press page citing media mentions. The wedding market, for the majority, is over saturated and you have to do what you can to stand out from the crowd. If you've been quoted or have had products featured, go ahead and give those PR efforts some extra legs by letting it live on on your web site.

6. Professional Copy. A clear description of your services is paramount. You may have only this one shot at capturing interest and you need to do so in a professional manner. Hire someone to write it for you.

7. Social Media Links. If you're taking the time to put on your social media hat, then make sure brides can find you. Simple widgets will do the trick.

8. Have one. Yes, that's right- have a web site. You'd be surprised how many still don't. Just remember- these brides are more than likely working a million hours a week just like yourselves and will be sneaking in the wedding research during the work day. Having a presence on the world wide web is as necessary as business cards, and swoon worthy linens at a bridal show booth.

The list is truly endless, but the above will certainly get you started. Remember- your web site may very well be a bride's first impression. Make it a good one.

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.

OFD on Girlfriend We Gotta Talk!

2010-07-04T11:16:00.000-07:00

Everyone always makes fun of me for carrying my phone on my hip 24-7 so that I can check my email, but two weeks back, I finally felt vindicated.

I happen to find myself at the fabulous wedding of a client and friend, and my best friend happen to be the event planner at the venue itself, Historic Mankin Mansion.

I was taking the umpteenth photo on my camera of the wedding's loveliness, when I broke my own rule and actually checked my work email while the salads were being served- and thank goodness for that!

It was then I had found out that I had won. I had actually won.

Before I get too far into what I actually one, allow me to let you in a bit- although I have a knack for winning raffles (hello front seats to Rent in NYC for $20!), I haven't won many big things in my life. Yet.

So when I filled out the application for the Best Girlfriends Contest for Richmond based radio show Girlfriend We Gotta Talk, I really didn't give it much thought afterwards. After all the contest, part of a larger month-long celebration commemorating the ladies' second anniversary on the air, was surely

So what is the Best Girlfriends Contest? In short, a chance for friends to share times in which their very best friend has helped them (or each other!) through a difficult time in their lives. My story? Well it's no secret to those close to me that OFD began about two years earlier than expected- when my own decision to change jobs when awry. I was lucky enough to have Mary-Catherine as a support system and shortly after my own difficult time, was able to lend an ear when she came upon a similar situation. The story features beer in my purse and a now infamous midnight trip to Kinko's- what is there not to love?

So back to the wedding reception- I had just received the great news via email and dashed off to share our newfound famous-ness with Mary-Catherine. And we proceeded to do a little jumping dance in the middle of the party.

So you see, sometimes it's okay to check your email all the time. :)

Missed out on the show? Just click here for a listen- we're the first story featured on the June 27th posting.

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.

Illuminate: the Workshop is Back!

2010-06-28T05:16:00.000-07:00

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...

2010-06-20T18:48:00.001-07:00

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?

2010-06-15T13:20:00.001-07:00

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!

2010-06-14T06:03:00.000-07:00

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

2010-06-10T14:21:00.000-07:00

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

2010-06-06T15:47:00.000-07:00

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.

High School High Jump and Diversifying your Wedding Marketing Strategies

2010-05-26T16:24:00.001-07:00

Most people may not know this, but I am a high jumper.

Well, that may be stretching it these days considering I can't touch my toes. I used to be a high jumper, how about that? I was a late bloomer in this sense- and only decided to take it on when our Track team decided to run us through a series of tests at the beginning of Spring Season.

It was my turn to test my vertical jump and with very little effort, I nearly went two feet. So I traded in my work outs (and by work outs, I mean playing kickball with a ball we used to hide in a tree in the woods), for the pavement and a high jump bar that would fall off all the time due to the sea breeze.

Here's the thing about high jumping- it really isn't about the jump. There's quite the science to it- you have to count out the steps until you can learn to eye where to start, then you have to take the correct amount of steps, go off on the chosen foot, avoid the bar with your shoulders, list your hips, and kick. Oh- all while jumping.

The lesson in all of this? In order for me to succeed, it took several steps and jumping was just a small part of it. I think of this nearly every single day as I walk clients through marketing and public relations strategies.

I'm going to share a secret with you- one thing rarely makes you a success. Sure you may have a wedding featured on a blog, but how are you going to promote it when the day is done? It's great that you have fine tuned your social media strategies, but what's your advertising strategy? How's your web site? Your brand? Your holiday cards? Have you really made an effort at the bridal shows? Visiting your fellow vendors?

Not all of the above strategies are going to fit your business, but then again, there's not a single one listed above that will simply serve as the "be all and end all" purpose to what you do. Very simply, they have to play nicely and work together.

I came across this great graph that really gets the point across- and funny enough when looking for the Blog that initially posted it, I realized that is was from Richmond's very own CRT/tanaka:

In short, success means taking many avenues. Show me someone who got by with just one strategy... and well, I'll show you someone who got lucky by becoming one of Oprah's picks.

So when wedding season hits that inevitable, albeit short, lull this summer, take the time to review what you're doing and ask yourself- are you putting all your eggs in one basket?

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.

Press Releases 101: How to get your Wedding Business in the News

2010-05-22T14:12:00.000-07:00

I didn't think it was possible to squeeze in four years of PR education, and seven years of experience into 20 minutes, but I did it. Impressive for someone who can't explain the last episode of LOST in less than 30.

I had the distinct pleasure of speaking at a Women Entrepreneur's Seminar, hosted by Shanelle Calvin Consulting on the topic of Press Releases this weekend.

I owe my life in PR to a 1996 model computer that spouted out "Public Relations," after I took a, what I'm sure was required, career test in high school

PR? I remember thinking. Don't mind if I do! Not that I had any idea what it actually was, but when I told people I was going to go to college to study it, people were so receptive to the idea that I stuck with it. Even after learning what it meant several years later.

PR is the creation and cultivation of your company's public image (thanks Wikipedia!). One way to self promote? The press release- a short, concise blip about your newsworthy and timely going ons.

I could go on about the inverted pyramid writing structure, but for the sake of brevity (see- I'm trying!), here are a few tips to get you started:

1) Think like the media. Journalists are always on deadline, with very little time to review the potential hundreds of press releases that cross their desk. Keep it short, pack it with details early on, and make sure the title is sexy and attention grabbing.

2) Pick and choose who you send your Press Releases to- If you're writing something about your wedding industry, then no need to send it to every Tom, Dick and Harry (always wanted to use that term!) on your media list. Does it have a small business spin? Then by all means, send it to your business media contacts. But save your buddy over at the Men's Health magazine the time to delete your Release, but not sending it at all.

3) Be reachable- should the release get picked up, make sure you have your proverbial ducks already in a row. Be available to be interviewed and practice what you're going to say. Does your release include other fellow wedding pros? Have their cells at the ready, as well as any other pertinent information that may be requested. It simply doesn't end when you press "send" on your email.

Now that you've got a shiny new press releases, sexy title and all, what do you do with it? Distribution has come a long way in a relatively short time- less than ten years ago, we were still being taught to drop the release in the mail. Thanks to Al Gore's Internet and Twitter, the name of the game is speed. Email continues to be a great way to distribute, although I highly suggest you head on over to PR Pro Steve Mullen's Blog Post on Newswires, to give you a better idea of where to go with it.

So while you may not be winning Pulitzers (yet!), or have statues erected in your honor (mom's wall of grade school trophies doesn't count.. sorry), you may still be doing some really great things. Don't assume that the rest of the world knows and by all means, don't be afraid to broadcast it. After all, when you make it big, those three legged racing trophies might actually be worth something.

Until next time,
Meghan

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, Contributing Writer to Virginia Bride Magazine and has a regular spot on Bridesight TV.

OFD is heading to Ireland!

2010-05-20T16:17:00.000-07:00

Welp, I'm just going to spill it- OFD is heading to Ireland (if you couldn't gather it from the above subject line)!

I've had the sincere pleasure of getting to know Annie from Aislinn Events, a wedding planner from South West Ireland, through the wonderful world of Social Media.

Recently, Annie asked me if I'd be willing to develop a two day business seminar for the Ireland wedding industry. My only question- where do I sign?

Thus, The Business of Weddings Ireland, was born and will take place this coming November.
We'll be discussing everything from the state of the wedding industry and Social Media, to profiling the Generation Y Bride and Marketing in the Recession.

I'll share more information as we get closer, but in the meantime, had to share this wonderful news before I burst. Many thanks to Annie for the opportunity.

Until next time,
Meghan

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, Contributing Writer to Virginia Bride Magazine and has a regular spot on Bridesight TV.

Surrounding yourself by the Right People: An Ode to my Graphic Designer

2010-05-19T10:33:00.000-07:00

Ok, I'll admit it- I cheat.

I cheat on my diet (although both Ben and Jerry are partially to blame), and I cheat by reading the last page of most books before I get started. And I may have used FreeTranslation.com every now and then while obtaining my Spanish Minor. A lot.

But do you know who I don't cheat on (besides the obvious- my hubby and hairdresser)- my graphic designer Sarah. No lie- I panic at the thought of having a project and passing it off to someone else.

I'd love to regale you with a very professional story of how Sarah and I connected at some fancy networking event, or through a Fortune 500 CEO. Alas, we met at JMU land, probably over Natural Light.

We shared a mutual friend (Hi Kristin!), and I liked having Sarah around because she's funnier than Bugs Bunny. And she had a great accent (Ohio!). Imagine my delight when I discovered she was a talented son of a gun to boot.

Once we graduated, like any good Generation Yer’s, we became Facebook Friends. I kept tabs on her web site and portfolio and before long, I asked her to design my future hubby and I's LOST/Star Wars/Socks themed moving announcement, followed later by our
wedding monogram. And admittedly, I was hooked on her designs. So when it came time to get the ball rolling with OFD, I sent a panicked email to Sarah that went something like this:

Hi Sarah- so remember that company I was going to start in a couple years? Well I started it.. yesterday. Can you do my logo and business cards and everything? Like really really quickly?

No only did she oblige, but she did so with gusto, offering encouragement along the way. Yes, I needed someone to walk me through the steps of a logo design, but I think I secretly needed someone to think this company was an okay idea.

Since then, she's done all the design work for Illuminate and Wedology 101, as well as worked with some of my trusted colleagues.

My point in gushing about Sarah (who by the way, did not slip me a twenty to do this)?

As a wedding professional, you are more than likely a one man show. From time to time, you're going to have to contract out for work- whether it be bookkeeping, graphic design,
web design or well, me. When doing so, it's important to surround yourself by the right people. Sarah is one of those good eggs that not only has a tremendous sense of style, but takes it ten steps further by advising on local printers (researching for me? Bonus!) and giving it to me straight when something just doesn’t look right.

So in short- if you don't have the right people in your corner, you won't go anywhere.

Don’t settle for someone just because it seems easy. Worse yet- don’t stick with the same person even if he or she is offering sub par work- just because you don’t feel like going through the hiring process again. Trust me- it’s far more difficult to undo the damage of bad work, then to take the time to find the right people to put in your corner.

So take the time to ascertain your needs, interview, check references and, if applicable, review their portfolio. You deserve the best.

My hope is to take Sarah with me wherever I go- book covers for all my future best sellers, thank you notes to my clients when I make my first million (and by thank you cards, I mean boats), invites to my Retirement party (and by Retirement, I mean when I sell my company to Oprah). Good folks like that are few and far between.

Some of you may naturally asking how to check out her work- well here you go (non sponsored overshare!)- http://www.sarahstanitz.com/. Just remember- when Oprah comes calling, I’m going to have to steal her away.

Until next time,
Meghan

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, Contributing Writer to Virginia Bride Magazine and has a regular spot on Bridesight TV.

Wedology 101- the reveal!

2010-05-15T14:24:00.001-07:00

The secret is out.

After months upon months of planning, secret trips to DC and hiding in the corner of Starbucks with laptops and big ideas, the wait is finally over. So what exactly is Wedology 101?

I've never hidden it- I love bridal shows. I love going, I love participating, I love sampling ten kinds of wedding cake. I love bridal magazines- I love the pretty dresses and the content, especially when local.

I've always felt there was a missing link, however. As a bride, it's great to meet fabulous vendors and learn how things can look lovely. But how do you survive it all?

How do you plan seating arrangements when families don't get along? How do you deal with a bridesmaid that wants to wear a cardigan to cover her dress? How do you register when you've lived with someone and already have the essentials?

Thus, Wedology 101 was born over coffee with Jennifer McBride of McBride Events. Between the two of us, we've seen 700 weddings. We may not have seen everything, but we've certainly come darn close.

Wedology 101 is every phone I've ever gotten from my friends at odd hours, about how not to offend families with their invitation wording. It's the times I've had to hand tissues to friends when their wedding parties refuse to play nice.

Specifically, Wedology 101 is an interactive and fun seminar hosted by Jenn and myself. Our plan is to take the stress out of wedding plan by talking about the realities of being a bride.

The fabulous Wyndham Virginia Crossings has agreed to partner with us and host our inaugural event on Sunday, August 15. As you may have seen, Celebrations in the Richmond Times Dispatch is now featuring our monthly column- and there's more where that came from! But you didn't think I was going to reveal all of it in just one blog did you?

So far, the response from the wedding industry locally has been nothing short of amazing- apparently we're not the only ones who see a need for this.

What's next? Jenn and I just put the finishing touches on our next article. The blog will be rolling out soon and behind the scenes, we're working fast and furious to put together quite the event.

Have a bride who may benefit? Ticket sales will begin shortly, and we'll be sure to announce it when it does.

Interested in getting involved? Email me at meghan {at} ofdconsulting {dot} com for more information.

Until next time,
Meghan

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.

Welcome New RBA Members!

2010-05-13T10:49:00.000-07:00

I probably shouldn't have favorite Richmond Bridal Association meetings, but I do and I'd rank our new member Meeting as Top Three. There's just something about the energy in the room when you've got a batch of new members ready to network.

Last night was no exception- what a fun evening. Yes, we got down to business but not without a few laughs and thundercat themed name tags thrown into the mix. I look forward to many more gatherings!

Please join me in welcoming:

A Sharper Palate
Bella Rosa Bridal & Special Occasions
David Abel Photography
Freeze Frame Photobooths
Historic Jasmine Plantation
Ken Chin with Keller Williams Realty
Mosaic Unique Events
Q Barbecue
The Bankuet Place
The Coordinated Event
The Costume Shop

Special thanks to Maggiano's Little Italy in Short Pump for hosting us.

For those who were unable to make it to our March Open House, Please mark your calendar for November 10, as the Board has made the unprecedented (and exciting!) decision to open up membership again in the Fall.

We've received such a great bit of interest, that we want to ensure our prospective members have the opportunity to get to know more about us sooner rather than later.

Until next time,
Meghan

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.

Attention Women Entrepreneurs!

2010-05-13T10:43:00.000-07:00

I'd like to give a little shout out to an upcoming event here in Richmond. Shanelle Calvin offers a free quarterly workshop series called "Building your Business." The goal is to empower women to build their business in a recession and includes two 20 minute interactive sessions, networking and a brief interactive session with Shanelle.

I will be one of the speakers as I present the ins and outs of Press Releases- what to include, how to distribute, and other great little nuggets.

The next one is May 22 at the Virginia Center for Architecture from 1-3pm. Space is limited so you must RSVP through- http://www.rsvphere.com/events/735e3de163ad47c9bfde64aeebc8814d

Hope to see you there!

Until next time,
Meghan

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.

When the Right Answer is 'No'

2010-05-11T16:23:00.000-07:00

Boy do I adore Shayna Walker- in fact, I'd think I place her square between my love of whoopie pies and Honig's Late Harvest Sauvignon Blanc (non sponsored overshare!). Shayna and I bumped into each other on Twitter and it's been one of my favorite wedding industry relationships to date. Shayna recently spoke on the fascinating, and sometimes controversial, topic of Client Management. She even dared to touch upon the subject of firing your clients (gasp!). So as soon as I led a round of applause for her great presentation, I begged her to do a guest blog for me.

So without further adieu...

Best Practices in Client Satisfaction: When the Right Answer is ‘No’

Conventional “great customer service wisdom” holds that the client is always right. As a wedding pro, though, you know the truth: she is always right, except for the times when she is wrong. Those times call for a simple solution – you have to say “no”.

While it can be nerve-wracking to stand up to your clients or potential customers, you are the expert. You are paid to identify red flags in your field and resolve them before they become actual problems. Asserting your better judgment is acting in the best interest of your client and your business.

There is no room for compromise when it comes to your business integrity. You don’t have to be confrontational. In fact, you can learn to say “no” so effectively that it’s not only natural and polite; but it builds consumer confidence.

When to Say No

Perfect situations for a firm, but polite “no” include:

Bride: “Will you discount your services to win my business?”

Pro: “No, my pricing reflects how I value my time and expertise. I will however aim to exceed your expectations.”

Bride: “Will you provide ‘x’ service that is not your specialty?”

Pro: “No, I will not compromise my standards and your right to be completely satisfied, but I will recommend a professional or an alternative that might better suit your needs.”

Bride: “Will you beat your competitor’s pricing if I share her quote with you?”

Pro: “No, however, I will be glad to provide you a fair and accurate quote for my services if you explain what you are looking for, then, you can choose the best fit for the job.”

Practice Makes Perfect

You should practice saying no professionally before you actually need the skill. Run your own likely scenarios and lean on colleagues to fine-tune your approach.

The Upside of “No”

It takes practice to say “no” in a way that protects your business’ integrity but doesn’t offend the prospective clients. The payoff is worth the effort:

The quality of clients who do hire you skyrockets because they value you as you value yourself.
Client satisfaction increases dramatically when you match the right service to the right consumer.
Your professional reputation improves as your peers see you defend your value and expertise.
Your competitors find new reasons to respect (and maybe even refer) you when they know you’d rather lose the wrong business than willfully undercut theirs.
Your overall client experience benefits from establishing your boundaries from the beginning.
Your preserve your own sanity and job satisfaction by working with colleagues and clients who are inclined to be satisfied.

Next time you’re faced with an inquiry that would be best served by “no”, be ready. Can you think of a situation where “no” would be your best response?

Shayna Walker owns Williamsburg Wedding Design (http://www.williamsburgweddingdesign.com). She writes the World According to Weddlady (http://www.weddlady.com) blog, The Williamsburg Wedding Blog (http://www.thewilliamsburgweddingblog.com) and Life in Weddings blog (http://www.lifeinweddings.com). 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.

Wedding Competitors: Can't we all just get along?

2010-05-09T13:45:00.000-07:00

I'm an obnoxiously fast typer. And to be on the safe side, I tested myself online just moments ago. Yep, 90 words a minute.

I'd love to credit my Freshmen year Computer class and various typing games, but really, I owe all my skills to my high school friend Ann.

There were three of us who sat in the far corner of the room and when Ann got to typing, it was a symphony on the keyboard. I was a mix of envy and jealousy with a hint of competition (okay, maybe more than a hint).

Before you knew it, I was typing fast and furious to keep up. And know what? I’m good. Darn good. I’d hate for anyone to run into me in a back alley with a couple of keyboards because I’d wipe the floor with them.

The wedding world can be perplexing when it comes to competition, and I find that each vendor type has its own take on it. Some have no troubles gathering their wedding comrades and hightailing it to the nearest pub to toast their crazy lives. While others manage to spend years circumventing each while attending the same functions.

When I used to wear my Reception hat, I loved getting to know the other venues in town. Brides were always surprised that I was quick to recommend my fellow competitors when our space wouldn't work for them. They were even more surprised when I’d finish the conversation with “oh and tell him I said hi.”

I had no problem embracing my competitor. Why you may ask?

1) Not every bride that comes through your door is going to be a good fit. Show them that extra level of service by offering them suggestions as to other colleagues who may be. Now that, my friends, is what I call a lasting impression.

2) In turn, you may be on the receiving end of a referral should your competitor have to turn down a wedding.

3) Who else is really going to get it when a bride rolls in on the crazy train insisting you repaint your venue to match her wedding colors? Sure you’ve got a sounding board in your friends and family- but isn’t it nice when you can share your bits of frustration with someone just like yourself? Like I used to say to my friends in Freshmen year Statistics, there's company in misery.

Case in point- I had spent about five years in the business and one evening as I’m about to shut down my computer (5:29pm!), my General Manager announces to us all that he needed the Audio Visual Pricing of all our competitors. Oh and by tomorrow morning (panic!).

I wiped the sweat of my brow and got digging- well, begging. I wrote all of my buddies and basically said, Listen, I know you’re all working still because I am always at work at this time. And you know I wouldn’t be pleading if I wasn’t desperate. So how about those AV prices?

By the very next morning, I easily had the full AV pricing for our top five or six competitors.

Now that situation could have gone several different ways but because I had established a trusting relationship among my competitors, I came out on top. And the next time one of my fellow venues needed to know exactly how much our scallops wrapped in shrimp cost? I’d be first in line to send it to them. Maybe even with samples.

Now am I asking you to gather around a camp fire and sing kumbaya? Nope. But I am asking you to consider the idea that in good times, there is enough business to go around. Your competitors are better for knowing you and—get this— you’ll be better for knowing them.

Just like my 90 word per minute hands are better for knowing Ann.

Until next time,
Meghan

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.

Wedding Professionals and the Press

2010-05-03T17:36:00.001-07:00

Today I'm going to share a pretty big secret with you about the media. The type of secret that if it gets out, I dare say I'll have to close my doors tomorrow, as my OFD clients bid adieu for a little DIY PR. Ready? Ok- here it goes.

The media wants to work with you (gasp!).

Allow me give you a moment to compose yourself.

I work with the wedding media in several capacities- whether I'm submitting real weddings, or assisting journalists with upcoming articles. It's one of my favorite parts of the job in fact- I love seeing a story come together. And when I get that fateful call from the media? Well, I hit the ground running.

Need a St. Paddy’s Day themed groom’s cake? Done. Italian first dance songs? I’m all over it.

What absolutely perplexes me, however, is that in every single initial conversation I've had with a journalist, I hear the standard lamentation that they can never get wedding pros to call them back. It’s a conversation as inevitable as my swollen feet at the end of a bridal show.

Sometimes, I may even be in the shoes of the media, when writing for a publication. In those instances, I'm always overjoyed when a wedding professional will work with me. Returning my calls in a timely manner AND being able to be interviewed at the planned time? Yes please!

Case in point- I recently wrote a piece about a delightful gal from DC with a fabulous product. She bent over backwards to assist me- quick replies, links to hi resolution images of her products that I could download myself (joy!), proper credit to photographers and the patience to answer interview questions that she's surely done so several times previously.

By the time we finished our interview, I was ready to stop the presses and replace Sandra Bullock with her, on the cover of People magazine no less (should I have any pull of course, which I don't.. yet).

Free press is invaluable and often takes but a moment of your time. We're always talking about the importance of being a resource to your brides. But what about being a resource to the media?

If a publication or blog wants to feature your services or products, drop what you're doing and help. If they're running a story on purple square cakes and ask for photographs, then by all means, go find those purple cakes.

Ultimately, marketing and advertising takes money. Press doesn’t (outside of your time). Find your inner Lois Lane (or Clark Kent) and aspire to be front page news.

Until next time,
Meghan

Parternship Marketing: Finding Business from your Wedding Buddies

2010-05-01T15:12:00.000-07:00

What is Partnership Marketing?

Funny you should ask because I made it up while polishing my resume in 2004. Essentially, it's building mutually beneficial relationships with other vendors to develop your respective businesses.

It's a known fact that brides are stressed from Day 1. Once they've booked their ceremony and reception site, they're ready to run for the hills. So they start relying on referrals in part- from friends, colleagues and, quite often, wedding vendors.

I can attest to this during my former life in reception venues. Once I built a level of trust with my brides, I suddenly found myself as their walking Rolodex. My vendor recommendation was as good as any and suddenly, most weekends, I found myself surrounding by some of my favorite people in the industry.

Who were those people you may ask? They were the vendors who stayed in touch. The ones who promised my wedding photos and delivered. The ones who would ask for appointments during normal business hours on a Wednesday. The ones who gave me their personal cell in case I was in a jam. The ones who didn't treat me any differently when the average budget of my bride was $12,000 versus $50,000.

Shaky on how to get started? A few tid bits of advice:

1) Understand and respect the Wedding Timeline- although I contend that there is no true linear timeline for how a bride plans her wedding, there is a still a general consensus as to when things are booked. Venues tend to be booked first so if you sell wedding cakes, don't chase down venues by offering to refer them for receptions.

By the time they book a cake from you, more than likely, the reception venue is already booked. Instead, offer to help them build their rehearsal dinner business.

2) Slip on their shoes for awhile- if you're reaching out to a fellow vendor, remember that they too live and breathe weddings. Don't ask for an appointment on Friday or Saturday. Remember that many use Mondays as their days off.

3) Devour bridal magazines- you surely have a general idea of when the local bridal publications come out during the year. Buy them and read them cover to cover, keeping a running tab of local friends and colleagues who are featured.Drop them a quite note (handwritten wins in my book) to congratulate them.

4) Embrace your competitor- This may not always be the case during the recession but normally, there is enough business to go around. Build these relationships because the idea customer service strategy is to still offer vendor recommendations when you are booked, with the hope that perhaps they will return the favor down the road.

5) Holiday card list- continue to build it throughout the year and no matter how busy life gets, send out Season Greetings and wishes of good tidings to those who helped you succeed this year.

So much of our time is spent on media placement and advertising strategies. Well it's time to diversify your approach and realize that your next big piece may be from your fellow wedding professionals.

And finally, I would be remiss if I didn't thank all those who made the inaugural Illuminate workshop such a BIG success.

I've said it before and I'll said it again- when I booked The Kent Valentine House initially, I guessed we'd have 20 or so people (that is, if enough of my friends and family could be bribed to go).

Well color me surprised when we not only exceeded that, but we sold out. Too cool.

I've already received numerous requests for the date of the next one- please know I'll be setting the date for Williamsburg shortly, followed by a return trip to Richmond and perhaps some more traveling in between.

Until next time,
Meghan

Project Wedding- Video!

2010-04-06T13:08:00.000-07:00

I can't believe nearly two months have passed since Kayleigh and Brian got married. For those who may not have read my previous posts, and for those who'd like to see our hard work in action, check out the below video, courtesy of Guestroom Media Productions.

Tentative Holds: A wedding vendor's new best friend

2010-04-01T17:06:00.000-07:00

I'm not a hard sell kind of person. Never have been. After all, I was selling weddings, not cars.

Brides didn't want me to pressure them- forcing a pen in their hand to sign the contract. Instead, my style was to make them feel like we were making this decision together.

Sure, I'd razzle dazzle them during the site visits, and stayed in touch, but I never once made a bride feel like she had book me THAT DAY or the world would come crumbling down.

I faced naysayers- those outside of the wedding world (is there one?) who relied on cold calls, snappy tag lines and wildly firm handshakes. I still face it to this day, but do you know what? I have met or exceeded every sales goal I've ever made for myself, so I must be doing something right.

Make no mistake though- there is a fine line between taking the pressure down a notch, and losing a bride all together because you let them slip through the cracks.

It’s not easy making a transition into sales, but it’s essential if you want to get the business and put food on your table.

When I have a client who is hesitant to put on his or her sales hat, I start by introducing them to the idea of tentative holds with their clients.

It’s a simple concept really- meet with a bride for an initial consult and then offer to hold her date tentatively for a one (or two) week period, giving her first right of refusal on the date. After that time, she either needs to go to contract, or release the date.

What, you may ask, happens if another bride comes to the table ready to sign before the hold is up? Just give bride #1 the courtesy of 24 hours to make her final decision.

Quite often, Brides need a push and the longer you hold out, the better chance you’re going to let other opportunities get by. It also gives you a reason to follow up with the bride and keep in touch. Plus, it never hurts to give the impression that you’re busy and wanted by the bridal masses.

Is it tough? Sure. Does it take some practice? Likely. Is it effective? Absolutely.

Bonus- trying to get a Bridezilla to latch on to another unsuspecting soul? Yep, you can use this trick for her too- even if your “other bride” is a date on your couch with some Thai take out and your sanity.

Not that I ever did that. ;)

Until next time,
Meghan

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.

Wish Upon a Wedding and Get Married Magazine- a Perfect Marriage!

2010-03-24T13:36:00.000-07:00

For those who may not know, I very happily accepted the position of Marketing Chair with the DC Chapter (DC, Virginia, Maryland and West Virginia) of Wish Upon a Wedding (http://wishuponawedding.org/), a non profit organization that grants wishes for couples facing life threatening illnesses.

We have been asked to share the exciting news about our latest partnership with Get Married Magazine! I am most excited to be a part of such a great cause and look forward to sharing more in the future.

***********************************************
We are so incredibly happy to announce our partnership with Get Married Media. It is an unparalleled union to support the mission of Wish Upon a Wedding and starting today Wish Upon a Wedding will be the charity of choice & the National Media Partner for Get Married Media, Inc.

Get Married Media will increase the organization’s exposure both nationally and within local chapters on behalf of Wish Upon a Wedding by supporting the organization & the wish recipients! Get Married will provide ads in their quarterly magazine to raise awareness and we will be shooting PSAs for their weekly TV show on WE!

Wish Upon a Wedding and will also be featured on the Get Married Blog on Stacie’s page. And if that isn’t enough…they have agreed to consider features on our wedding wishes & videos shot by our wish granters including showcasing our wish recipients weddings on their TV show.

And there’s more!! Get Married will also provide products for our launch parties and printed products branded for WUW for our events.

This partnership is so amazing; we could never have imagined it. Stacie Francombe and the entire Get Married Media family have worked so hard on our behalf, and this just goes to show that they truly believe in our cause and mission. As America’s first non profit wedding wish granting organization, it’s important to us to have such great endorsements from the best of the best and Get Married does that for Wish Upon A Wedding.

Thank you so much to Get Married Media & Stacie Francombe for choosing Wish Upon a Wedding!

Turning Mirrors into Windows

2010-03-23T08:34:00.000-07:00

This post comes as a great time, as I wrap up this year's VHSMP's Annual Educational Conference, which is dedicated to the education and business development of hospitality leaders and meeting planners in our fair state.

While at the conference, I happen to fall into conversation with a Sales guru from Norfolk who noted that with budgets cutting everywhere, training tends to be the first thing to go.. which frankly, should be the last to go.

I couldn't agree more, which is why I'm excited to share this upcoming opportunity in the DC area on March 29-30 organized by the lovely ladies with Sage Wedding Pros. What I love about this company is that we share similar values- business sustainability in the wedding industry through education.

I often work with clients on their sales and marketing plans and I can't tell you how many times I see a look of relief on their faces when all their goals, objectives, and fabulous ideas are finally on paper. This workshop does just that and takes even a step further- by working with you from start to finish on how to create an overall, successful business plan for your wedding business:

The Simple Plan

A No-Sweat, No-Fuss, Piece-of-Cake, Easy-Peasy Approach to Writing Your Business Plan
March 29-30: 9am-4:30pm

Cafe Deluxe - Washington DC

In two days, we will help and teach you how to:

• Write a mission statement for your business

• Set short and long term goals

• Refine your target market and your niche

• Determine how many weddings you need to do to be profitable; write a sales plan

• Create a marketing plan, operational plan, and financial plan for your business.

• Expand your business mind and broaden your professional horizon.

• Get your questions answered by wedding pros who have years of experience in the industry.

• Network with other business savvy wedding professionals.

Find out more: http://thesimpleplan.biz/

Think Splendid is another noteworthy company and it keeps track of any and all business seminars geared towards the wedding professional. Be sure to bookmark it to stay up to date on the latest- http://www.thinksplendid.com/2008/02/educational-events-for-wedding.html

Minor OFD plug- if you aren't able to make it up to DC this round- or are looking for more business opportunities on a local (ie: Richmond) level, check out my workshop Illuminate- www.ofdconsulting.com/illuminate.html

We have a dozen tickets left before we sell out and I'd love to see a packed house!

The whole purpose of education is to turn mirrors into windows. ~Sydney J. Harris

Until next time,

Meghan

It's Spring- Time to Grow your Business!

2010-03-18T16:09:00.000-07:00

Well today, I'm going to start off my actually calling myself out for, what I consider, a blog faux pas. The first is the obvious cheesy title as related to the weather. But you know what? It's lovely out and spring is fabulous. So obviously, I'm not that sorry.

Next, I'm going to simultaneously and publicly chastise myself for not posting as much as I'd like. While also noting the irony of this as I tend to make fun of other bloggers for doing the same thing. I mean why call yourself out like that by reminding your readers that you've been MIA?

But alas, today isn't about me. In fact, it's not even really about OFD.

Today, I'm going to veer off the beaten path a bit and talk about a wonderful organization that has served as my backbone for the last year.

Last week, I had the privilege of speaking in front of the Richmond Chapter of SCORE, the Service Corps of Retired Executives. They are a non profit that counsels small businesses for free as they make their way from start up to success. I've been working with their counselors (two in particular- shot outs to Gray and Emmett!) for the last year or so and I couldn't think of a better way to give back to this fantastic group, than to come in and share my knowledge about social media business practices.

My story of OFD is an interesting one and I'll spare you the details today, as I plan on saving it for People Magazine comes knocking (yes, I know I should say Newsweek or the Wall St Journal but I really just do love People Magazine).

But what you need to know is that 12 months ago, I was positively lost and going full steam ahead into OFD two years earlier than I had planned. I happen to come across SCORE online and was hooked. Why is the world would I pass down the chance to have someone take me under their wing and help me be successful?

What I love about SCORE as that these counselors have made something of themselves so they know what they are talking about.

For example, I though I had just the fanciest best logo when I first had it designed but my counselor made sure that I surveyed many people who didn't know me well or my business (as well as my lengthy run in the wedding industry) to see if they could identify what my company did based on a logo. Suddenly, I had acquaintances guessing that it actually looked more like a wine bottle. Well I'll be damned.

Plus they ground you. I would come bopping into a meeting, thrilled with a new client, new media mentions and articles to write. My counselor, although happy for me, would bring it right back to the business by immediately ask me about my cash flow statement.

In other words, some parts of owning a business is simply not fun, but they are imperative. If I didn't have a counselor with a proverbial stick prodding me along to update my cash flow statements, review profit margins and keep an eye on time management, OFD wouldn't be here. Plain and simple.

In addition to free counseling, SCORE also offers monthly workshops on subjects pertinent to ANY small business owner- whether coming out of the starting gates or looking for a refresher. Current topics covered include writing effective business plans, website design strategies, choosing a legal structure, proper business insurance and business loans. At $79, we're talking a full days worth of education for no ten coffee dates. Yes please!

Just starting out? SCORE also has a free (yes, free) workshop designed just for you. So you can keep buying your Starbucks coffee if you so choose.

They are also teaming up with the Retail Merchant's Association to put on mini workshops for those who may not be able to schedule a day away.

So at the risk at sounding like a walking advertising, let me say this- I am grateful for this organization existing. If I could write ten more blogs about their fabulousness and knew that everyone would keep reading, then I would.

I send nearly ever one of my clients to SCORE and encourage you to give it consideration as well- unless, of course, you've already been on the cover of People Magazine.

In that case, call ME.

More info: http://richmondscore.org/

Until next time,

Meghan

Thanks A Cake to Remember!

2010-03-14T13:14:00.000-07:00

My friend and colleague Kara Buntin with A Cake to Remember (http://www.acaketoremember.com/) is giving away two FREE tickets to the April 14 Illuminate Workshop.

Kara is not only talented at what she does, but she also sheds light as to the "ins and outs" of the cake industry. It's so easy to be overwhelmed with information as a bride and Kara really knows how to get down to the nitty gritty of it all.

She also made my Death Star cake for my wedding, so naturally I think she has fabulous taste to boot!

Check out the following link for how to participate for your FREE tickets:

http://acaketorememberva.blogspot.com/2010/03/if-youd-be-interested-in-learning-more.html

Mark your Calendars Wedding Pros!

2010-02-28T16:01:00.000-08:00

As I've said before, education is an essential component to improving your craft. I've had the privilege of attending many wonderful seminars and workshops over the years, but always found myself frustrated with the lack of cost effective opportunities for those in the wedding profession.

So it is, with great pleasure, that I share with you the first in what I hope to be a series of workshops with YOU, the wedding professional, in mind.

And without any further ado, allow me to present-

Illuminate: The Workshop

April 14, 8:30am-12:30pm
The Kent Valentine House; Richmond, Virginia

Customer Service and the Bride
Jim "JB" Bostic, Choice Entertainment

Wedding PR: Getting noticed by Bridal Publications
Sarah McDonald, former Managing Editor of Richmond Bride Magazine

Networking Tactics to Get Ahead
Betsy Mangum, Ignite Speed Networking

Why the Vendor Sitting Next to you may be your Next Big Piece of Business
Meghan Ely, OFD Consulting & the Richmond Bridal Association

The early bird rate is only available through March 15, so don't delay!
http://illuminaterichmond.eventbrite.com/

This event is sponsored in part by The Kent Valentine House and Cateraide.

Learn a little more about our speakers

Betsy Mangum has more than 10 years experience in teaching, training and customer relations. After graduating from James Madison University and teaching in Maryland, North Carolina and New York City, Betsy realized that being a teacher wasn’t the perfect fit. She moved to Richmond to attend Virginia Commonwealth University where she earned a Master of Art Education. A JMU connection got her a position with the Greater Richmond Chamber where her teaching background helped her transition from teaching students to educating business people about networking. Betsy enjoyed the challenge of working with entrepreneurs, small business owners and CEO’s and spent 6 years in the membership department. Currently the Director of Pyrotechnics for Ignite Speed Networking, she enjoys creating sparks for associations and businesses, while avoiding any serious fireworks.

Richmond staple Sarah K. McDonald, a VCU mass communications graduate, was an associate editor with Richmond Magazine for more than four years. For a portion of that time she was managing editor of the twice-annual publication Richmond Bride magazine, where she did everything from cover a Hindu wedding complete with an elephant to wrangle celebrities for the successful bridal show An Artful Wedding. Today she is a freelance writer, proofreader and book editor as well as a stay-at-home mom to a 2-year-old.

An accomplished and well respected DJ, JB Bostic has entertained at virtually every type of event one can imagine for 20 years. His warm personality, vast knowledge of music, and fine-tuned attention to detail ensure brides and grooms are getting a consummate entertainer for their special occasion. He is Membership Director of the Virginia Chapter of Meeting Planners International, where he has received both the Rising Star Award and Supplier of the Year Award. He is also Vice President of the American Disc Jockey Association, Richmond Chapter. JB books exclusively through Choice Entertainment.

Owner of niche Marketing/PR firm OFD Consulting, Meghan Ely, a James Madison University graduate, began her career with the non profit Maymont Foundation, where she steadily increased sales through partnership marketing, while also re-entering the company into the bridal show market after a ten year absence. Meghan then moved to Richmond Country Club, where she designed and implemented the Club's first Banquet Marketing Plan. She has spent the majority of her career with the five star, five diamond Jefferson Hotel, where she consulted with the Marketing Team as to its placement in the Bridal Market. Meghan served as the first Public Relations Chair for the Richmond Bridal Association and more recently as their Membership Director. In Fall 2009, OFD Consulting took over management of RBA, with Meghan as its Managing Director. Meghan can also be seen as one of the co-hosts of Bridesight TV, Richmond's only local web cast show devoted to the Richmond bride. She is a contributing writer to Virginia Bride Magazine and has been published in Premier Bride Magazine.

The rest is magic...

2010-02-22T12:29:00.000-08:00

I start with a quote today by one of my new favorites Casey Bunn with http://www.rsvphere.com/, who first made the introduction between myself and the lovely bride and groom, and their families. A flurry of emails have passed through my inbox today and the title of this Blog is Casey's sentiment, which sums up yesterday quite nicely.

If you asked me my favorite part of yesterday, I'd be hard to pick just one. Perhaps it was walking into the Mill at Fine Creek (http://www.themillatfinecreek.com/) and finding owner Lisa Benusa and her staff happily buzzing around the kitchen readying for the Big Day.

Although I think it's safe to say that any time I bumped into one of my wedding vendor colleagues, it put a big grin on my face.

It may have also been when I finally was introduced to the Mother of the Bride, when I became the receiver of the world's biggest hug.

I most certainly can't forget the moment I stood waiting with the Bride just before she walked down the aisle with her dad. I'm proud to say I was the last to see her before she became a Mrs.

Ultimately the best part, for me, had to be after I kicked off my shoes and found refuge on my couch after a busy evening of manning the kids room at the event. The bride and her mom had given me a present early on in the day, and I finally had a moment to open it. It was a beautiful silver globe that said "Thank you for making my dreams come true."

So that, my friends, is my favorite part of the day.

Below, you'll find several wedding moments, captured by the unbelievably talented Meghan McSweeney (www.meghanmcsweeney.com). Stay tuned for next Sunday's Celebrations section in the Richmond Times Dispatch, for more wedding loveliness.

It was, very simply, Magic.

Enjoy,
Meghan

Credits
Reception Site: The Mill at Fine Creek (http://www.themillatfinecreek.com/)
Wedding Cake: A Cake to Remember (http://www.acaketoremember.com/)
Groom's Cake: Cakes by Graham (http://www.cakesbygraham.com/)
Photographs: Meghan McSweeney Photography (http://www.meghanmcsweeney.com/)

The Big Day

2010-02-21T08:14:00.000-08:00

How quickly time flies when you're throwing together a wedding in less than 3 weeks!

The day is come and I couldn't be more thrilled to be heading out shortly to the wedding of Kayleigh and Brian.

For those who haven't caught up with us yet, I would encourage you to read the story of this couple and the wedding industry that came together to help, which was featured in Style Weekly's Richmond Giving this past week- http://www.styleweekly.com/ME2/dirmod.asp?sid=&type=gen&mod=Core+Pages&gid=E55A4CEBBCC24496B3E8E0D61F770CBB

My thank yous are extensive, but no less sincere. I have been grateful (although not entirely surprised!) by all the amazing people who have reached out to help make today the very best for this deserving couple.

Below, you'll find a list of all those who have offered to assist with the wedding. While we could not utilize everyone, we are grateful nonetheless. If I have missed anyone, it was simply in error so please contact me ASAP so I may revise the list.

A Cake to Remember
Amanda Anthony Photographs
avenue 42 designs
B. Meredith Winn
Jennifer MacKenzie Baker
By Invitation Only
Cakes by Graham
Carrie Bishop
CCS Events
Champagne Taste Catering
Choice Entertainment
Classic Party Rentals
Clover Forest
Christy Cook
Dawn Easters Event
DeRochennet
Travis Ely
Flora Culture
Flower Girls
Flowers Make Scents
Freeze Frame Photobooths
Gregory Studley
Groovin Gourmets
Guestroom Media Productions
Historic Mankin Mansion
James Limousine
Kate Jarrell
The Jefferson Hotel
LK Events & Design
Rian Mayadag
McBride Events
Meghan McSweeney
Mike Topham Photograph
Monkey Grass
The Mill at Fine Creek
Party Perfect
Planning with Excellence
PW Photography
Quarterman Photography
RD Berrie
Richmond Country Club
Richmond Times Dispatch/Celebrations
River City Bean Company
RSVPHERE.com
Heather Sniffin
The Soaring Chef
Weddings by Naomi
Weddings by Windy
Williamsburg Wedding Design

RBA Annual Open House

2010-02-18T15:10:00.001-08:00

I'm pleased to announce that we have finalized plans for our Annual Richmond Bridal Association Open House, which will take place March 10 at the Crowne Plaza Downtown.

As many may know, I took over management of RBA last fall. It's been a wonderful journey thus far and I am most excited to share the fantastic things we have in store for our membership in 2010 and beyond.

The Open House is a great way to not only get to know us, but tell us about yourselves! The event takes place from 6-8pm and there will be an opportunity for you to speak about your business.

The Richmond Bridal Association is our area's only local professional member only organization dedicated to our wedding industry profession. We value education, networking with our peers and promoting our businesses to brides. We are also an advocate for the industry and have many wonderful sponsors who work with us to make that happen.

If interested in checking us out, please feel free to email. The deadline to RSVP is March 1.

Until next time,
Meghan

meghan@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.

Thanks Life in Weddings! What to do when a Bridal Show Flops

2010-02-17T10:49:00.000-08:00

The lovely Shayna Walker with Life in Weddings asked me to be a guest blogger on her site http://www.lifeinweddings.com/. Shayna and I share many similar thoughts on the Wedding Industry so it was a pleasure to team up with her on the subject of bridal shows and what to do when you think your participation in one was a flop.

To check it out, please visit:

http://www.lifeinweddings.com/2010/02/its-not-you-its-me-what-to-do-when-a-bridal-show-flops.html

Until next time,
Meghan

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.

Project Wedding- an Update! The Richmond Wedding Community Joins Forces

2010-02-06T16:55:00.000-08:00

What a week- I can hardly catch my breath or stop smiling.

To catch those up who may have not read my last post, I had caught wind of a story of a local bride and groom facing terminal illness and a short time to put together a wedding for 150+ people. The mass email to my wedding industry network went out Tuesday afternoon and before you knew it, my inbox and voicemail were flooded with those who wanted to help.

Suddenly I felt like Santa Claus, calling the Mother of the Bride (and often!) to share with her the awesome response and amazing vendors who are pitching in for what I have affectionately dubbed Project Wedding, on February 21.

I've had many people ask me to keep them up on the latest so in attempt to reach the masses, I thought I'd update everyone on my Blog.

Where to begin?

No sooner had I sent the email, and I had received an email from Lisa Bemusa, owner of the lovely Mill at Fine Creek (http://www.themillatfinecreek.com/) who has graciously offered to host both the ceremony and reception. Party Perfect (http://www.partyperfect.com/) and Classic Party Rentals (http://www.classicpartyrentalsva.com/) has offered to donate any and all rentals needed for decor, while Champagne Taste Catering (http://www.champagnetastecatering.com/) instantly donated their services.

Another one of my first emails was from Monica with By Invitation Only (www.gobyinvitationonly.com), who offered several of her wonderful products. PhotographersMeghan McSweeney (http://www.meghanmcsweeney.com/) quickly offered her services along with Micah Berry, videographer with Guestroom Media Productions (http://www.guestroommediaproductions.com/). Icing on the cake came in the form of a complimentary Photo Booth from Lisa Ann Setchel with Freeze Frame Photo Booth (http://www.freezeframephotobooth.com/).

I've also received notes from those who heard of our story from others- Natalie with avenue 42 designs (http://www.ave42.com/) has offered her make up artistry services.

Speaking of cake, there is plenty! Kara Buntin with A Cake to Remember (http://www.acaketoremember.com/) will be taking care of the wedding cake with Graham Haddock from Cakes by Graham making the Groom's Cake (http://www.cakesbygraham.com/).

If that wasn't enough on the sweets front, Pat with River City Bean Company (http://www.rivercitybean.com/) and Jeanne-Louise Womble with de Rochonnet delights Chocolatier (http://www.derochonnetdelights.com/) will be handling the favors.

When the couple was in need of an officiant, I looked no further than Mr. Meredith Winn, a staple at many of my weddings over the years (www.goingtogetmarried.com/officiant).

I am overwhelmed by the number of wedding planners who have come to our rescue. While we will have many wonderful ladies on hand the day of the event, I did select Lindsay with LK Events and Design (http://www.lkeventsanddesign.com/) as the lead planner to help pull this together in such a short time.

We've also seen a joint effort in the florist community- with assistance offered by Floraculture (http://www.floracultureonline.com/), Flowers Make Scents (http://www.flowersmakescents.com/) and Flower Girls (http://www.flowergirlsinc.com/).

My post is becoming a virtual "Who's Who" of Richmond Wedding Vendors and you'll have to forgive me- I am just thrilled to have such great people on board and wanted to make sure to give credit where credit is due.

Up next- more planning as we go full steam ahead into the Big Day. Many have asked what they can do to help and as I've told others, we would certainly appreciate anyone who can lend a hand the weekend of the wedding- I'd love to try and offset some of the labor costs for our vendors if possible.

Also- Catering. While Lisa and Whitney have both been extremely generous in donating food, I'd be thrilled if I could also offset these costs with other Caterers perhaps willing to donate a tray or two of food.

Above all, I am grateful for the kindness showed to this family in the last week, and can't wait for February 21 to arrive.

My cup runneth over.

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.

Coming Together for a Good Cause

2010-02-02T16:38:00.000-08:00

Let's face it- life isn't easy.

Whether we're dealing with the recession, personal issues or just a bad day, sometimes life hits you hard. Then, you come upon another person's story, and you suddenly become grateful for all that you have.

This very thing happened to me Monday night as a colleague shared the tale of a local Richmond bride and groom faced with the very worst- so very little time together.

It doesn't matter who they are specifically but the story is this- the couple have been together for years and the groom is faced with a rare form of cancer. They just learned that he has 6-8 months to live so they've moved the wedding up to this month.

We all know how much weddings can cost-- and why many of us wait and save as much as we can. Well time isn't a luxury in this instance.

So it was time to step up. After all, I have the pleasure of knowing so many great wedding people. So I wrote to the masses- my colleagues, my association members, my friends.

Thus far, the response has been amazing- from cakes to photography, receptions, minister, invitation shops, you name it. Everyone has been willing to assist this couple, whose wedding date is fast approaching on February 21. There is a reason I'm in the industry that I am and if today just deepened my gratitude either further. As I collect the names, I will gladly post and give kudos to these generous, wonderful people.

We still, however, need help- whether it be labor the weekend of, or food to help feed the approximately (150) guests. No offer is too small, and know that those involved are most appreciative.

As I noted in my initial email to my vendor friends, I'm not wearing my OFD hat or my RBA hat today. I'm simply reaching out to my readers as a friend and a colleague. This family did not ask for our help, but only one question remains- how can we not?

If you want to help- feel free to email me meghan@ofdconsulting.com or on Twitter @ofdconsulting.

If I have been of service, if I have glimpsed more of the nature and essence of ultimate good, if I am inspired to reach wider horizons of thought and action, if I am at peace with myself, it has been a successful day.
~Alex Noble

Until next time,
Meghan

meghan@ofdconsulting.com

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.

Let's Talk Pricing

2010-01-25T10:30:00.000-08:00

During my reception venue days, I used to love when a bride called and her very first question (often interrupting me) was,

"How much do you cost?"

When I first started out, I would answer this in a roundabout way, asking questions about the bride's needs and going on (and on) about what we could offer, before actually giving a price.

Well, I learned quickly that this was not the way to go. I then shifted gears and simply said "$15,000," accept the imminent hasty good-bye and move along with my day.

Now that price tag was by far, the most expensive way to rent my venue by frankly, they didn't see value in what I was doing and I wasn't going to waste my time explaining it. Yes, it's important to get the sale, but it's equally important to work efficiently and qualify clients as quickly as possible so that you may spend your time with prospects who may actually hire you.

Pricing can be a touchy subject, but alas, I'd like to dive headfirst into it today.

When I think about pricing, I can't help but think about my own shopping habits. After all, I'm not only smack dab in the middle of the bridal demographic, but not too long ago myself, I was booking a reception venue, DJ and cake for my own wedding.

Like most, I lack time. I lack time to do laundry, fight dust bunnies and make home cooked meals every night. Secondly, I'm from a generation of short attention spans. If a web site takes more than 10-15 seconds to load, then it's time to move along.

So it pains me to see wedding vendor web sites that dance around the topic of pricing, as well as vendors who won't give you a clear cut answer when asked the pricing question over the phone.

After all, what is there to hide? Why not be up front with a prospect to save her and yourself time?

Remember- Brides may be discriminatory shoppers but not in the same way as you and I are about our respective crafts. When I worked with a five diamond, five star property, I knew that the majority of brides were not going to see the difference between four or five stars. Since pricing was a factor in their decision making process, I was always quick to give it to them. If we didn't meet their budget, I would happily send them several suggested venues (aka customer service 101).

If I didn't, I knew perfectly well that they would have three of my competitors in their back pocket, of whom, they may have seen very little difference. If they had their pricing and information readily available and I didn't, it was a safe bet that I would be overlooked.

Afraid your competition will catch wind of your pricing structure? Well I've got news for you- if they want it, they're going to find a way to get it, whether you post it or not.

Ultimately, I'm not suggesting that you plaster every single pricing guideline on your web site. Instead, give brides a range so they don't have to go hunting for it. Don't make them call you if you are already out of their budget. After all, you have much better things to do with your time. And so do they.

And here's the thing- if you have taken the time and made the effort to price yourself accordingly, as well as have a great product/service and are showcasing it effectively...

..then what's the big secret?

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.

Bridal Gowns 101

2010-01-18T15:08:00.000-08:00

I've said it once and I'll say it again- success and education walk hand in hand.

More specifically, to know the wedding industry inside and out will give you an advantage over your competitors. Period.

I had the pleasure of joining Richmond's Wedding Planners at a special event at Bella Rosa (www.bellarosabridal.com) on Sunday, as we took the time to educate ourselves on the wedding gown and tux industry. I was instantly transported into the world of Bridal Gowns 101- hems (French vs. American!), alterations (add the cost to your budget- stat!) and timelines (10-12 weeks before arrival!).

The benefit of being a wedding planner with extensive knowledge of the wedding gown purchasing process is clear- you give your clients yet another reason why you are a resource and simply indispensable. Kudos to the ladies who took time on a rainy Sunday to better their craft!

While not a planner myself, I enjoyed the opportunity to get the behind the scenes tour of the bridal gown and tux industry.

I, of course, was especially delighted to participate in "Shop Talk" sessions with two of Richmond's finest- Ryan with Mosaic Catering (www.mosaicedibles.com) and Graham with Cakes by Graham (www.cakesbygraham.com). Ryan sat us down to discuss Catering and role Planners play. It was an engaging discussion of shared roles, challenges and how to make a Bride's Big Day a Good Day for the vendors. Graham touched upon the ever important subject of Budget. The discussion moved along to why brides budget the way the do, how they decide to allocate funds and the importance of ascertaining "hot buttons" (aka the things that matter the most to the bride and groom) before making selections.

Ultimately, it was a day of shared ideas, industry talk and ultimately, better preparing yourself for what you do. Special thanks to Bella Rosa for being gracious hosts.

If you're a vendor and would like to see the day from a Planner's eyes, then I'd suggest visiting Merriment Event's Little White Book (http://www.brideslittlewhitebook.blogspot.com/). Courtney also attended the event and offers a glimpse into Wedding Gown Know How.

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.

Speaking Engagements- Mine and Otherwise

2010-01-14T15:37:00.000-08:00

SPOILER: this Blog is full of shameless plugs. Don't say I didn't warn you.

Last fall, I enjoyed speaking with the Wedding Planning Institute at the University of Richmond on Cost Effective Marketing Strategies for Wedding Planners. In 2010, my hope was to continue on by speaking with other organizations, and I'm happy to announce that I recently finalized two engagements.

On January 26, I will be traveling to my beloved JMU (go Dukes!) to speak with their chapter of the Professional Convention Management Association. The subject matter of the evening is a bit of a deviation from OFD, but I'm thrilled nonetheless with the topic of "How to Survive Graduating JMU: a No Holds Barred, Honest Look at Surviving Adulthood & the Hospitality Industry."

In March, I've finalized plans with the Richmond Chapter of the Service Core of Retired Executives (SCORE) for a talk on Social Media Strategies. If you yourself are starting a small business and haven't heard of SCORE, then I encourage to stop reading this Blog immediately and Google this wonderful resource. SCORE has been incredibly helpful on this journey and I'm excited to be able to give back.

I hope that this is simply the beginning of what will be a productive year for OFD.

I'd also like to take a moment thank Steve Mullen with EndGame PR (http://www.endgamepr.com/), who graciously offered his time and expertise to the Richmond Bridal Association's (http://www.richmondbridalassociation.com/) first meeting of the year last night at the Jefferson Hotel (http://www.jeffersonhotel.com/). Steve gave our members further insight as to Search Engine Optimization and Social Media Strategies.

I expect this to be the first of many educational opportunities for our members this year. Enter final shameless plug--> want to be in on the fun? Then mark your calendar for March 10, which will be our next open Richmond Bridal Association meeting for prospective members (come on, you knew I was going to find a way to throw that in there!).

I promise to get back to our regularly scheduled program (aka Wedding Business strategies) shortly. That is, unless my cat doesn't something cute and funny again with my OFD materials. Then, all bets are off.

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.

Anatomy of a Bright Idea- Fin

2010-01-10T15:57:00.000-08:00

Game. Set. Match.

The Richmond Bridal Showcase has come and gone and I couldn't be more thrilled with such a productive weekend.

For those of you following my latest OFD adventure, I came up with the bright idea several months ago to reach out to the Richmond area wedding vendors at this weekend's Richmond Bridal Showcase with their very own Bridal Show Survival Kit.

When vendors arrived Saturday and Sunday to their respective booths, they were greeted with all the fixings for post-show recovery: aspirin, a good cup of Joe and foot cream.. along with mints to make it through the day while sneaking in beloved samples of wedding cake and hors d'oeuvres!

The kits were a bonafide success, as I continued to received compliments throughtout the day and into this week.

The Bridal Show Survival Kits were the perfect example of the value of creativity. Dare to think outside of the proverbial box and get people talking.

The only complaint? That I didn't save one for myself.

Until next time,
Meghan

PS. I've posted several of my bridal show pics below on my facebook page so be sure to visit- www.facebook.com/ofdconsulting

And we're ready for the Richmond Bridal Showcase!

2010-01-08T12:10:00.000-08:00

Anatomy of a Bright Idea- Part Deux

2010-01-06T16:29:00.001-08:00

If you haven't taken the time to scroll down and read my initial post (already. small. ego. deflating!), then allow me to catch you up in 140 characters or less:

I wanted OFD to make a big splash in 2010. And I figured it out while showering.

Consider yourself caught up!

In order to reach out to the wedding industry community, it was important to remember what it's like to be a wedding professional. January means bridal shows. Bridal shows mean BIG business- along with achy feet, hoarse voices and the occasional bridal overload head ache.

Personally, I love bridal show day. I love seeing the vendors and I love the happy brides with shiny rings. What I quite possibly love the most, however, is when all is said and done and I can sit. And drink something hot. And put my feet up. Preferably with aspirin in hand.

Thus, the Bridal Show Survival Kit was born.

So there I was- in the middle of a big idea, trying to get from Point A to Point Q. Luckily, the wonderful Showcase Productions (http://www.richmondbridalshowcase.com/) was on board and supportive of my idea.

Next dilemma- How do I find foot cream? Allow me to rephrase- how do I find foot cream en masse?

Well, after countless hours on the internet (with the occasional slip into Lostpedia.com- hey, I'm only human!), I found everything I needed, and in bulk. Boxes? Check. Labels? Check. Survival Kit Goodies? Check Check.

While most of my finds were thanks to the world wide web (thank you Al Gore!), I did reach out to my favorite local coffee guru Pat Smith with River City Bean (http://www.rivercitybean.com/) for the good stuff. I've been a fan of RCB and Pat's for over two years. Her coffees were often featured at the Jefferson and it's, to date, the only kind I get angry at if not readily available when I need it. Holiday Blend? Don't get me started.

So here we are- four days out from the Showcase and half of the boxes filled and sitting in front of my Christmas tree which yes, is still up. The remaining half will be completed tomorrow evening with the help of my free labor.. err, husband.

At this point, you would think "smooth sailing" right? Wrong.

Now I have to figure out how to actual transport this all. I'm hoping my evening shower will help jog my brain.

Until next time,
Meghan

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.

Anatomy of a Bright Idea- Part One

2010-01-05T14:36:00.000-08:00

Admittedly, the majority of my bright ideas start in the shower.

I owe many inventive newspaper layouts, term paper topics and spur of the moment party ideas to my shower. So it came as no surprise several months ago when it hit me.

Taking just enough time out to throw on a towel, I ran to my computer and starting typing:

Bridal Show Survival Kits

Finding my clients brides is not a problem. Consider all of the avenues- magazines, newspapers, tv, blogs, webs, associations- the industry is full of ways to connect you with your brides.

The same consideration, however, is not given to the people who would like to communicate to the actual wedding professional. You simply do not trip over wedding industry magazines at the grocery story, and you certainly don't turn the dial to Weddingprozilla. Alas, mine is a different challenge.

I've been most fortunate to work mainly through referrals, but it was time to shake things up and get 2010 started on the right foot.

The next question you ask yourself is- how do you find wedding professionals? I only had to ask myself one more question-- well, where was I every January?

Then it hit me. Bridal show!

Everyone knows that the biggest show in town is the Richmond Bridal Showcase (http://www.richmondbridalshowcase.com/) at the Greater Richmond Convention Center- this year, slated for January 10. I have put in countless hours in years past working on booths, working on getting the business.. and working on getting my voice back after all is said and done. This year, I had plans to support the Richmond Bridal Association (www.richmondbridalassociation.com) at our winter wedding themed booth.

Two hundred of some of the top wedding professionals in town? Don't mind if I do!

Fast forward a few months and here I sit, drowning in coffee and foot cream.

Confused? Stay Tuned.

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.

RBA Announces New Officers

2010-01-01T09:30:00.000-08:00

With the new year comes changes for our Richmond Bridal Association. Below, you'll find the press release regarding our newly elected officers for the Executive Board.

Many thanks to Graham Haddock (Cakes by Graham), Bill Gilliam (Choice Entertainment) and Naomi Meyers (Weddings by Naomi) for serving the last two years-- and beyond in some cases!

In other RBA news, we are thrilled to start off 2010 with our monthly member meeting at the *new* Lemaire at The Jefferson Hotel. Our keynote speaker will be Steve Mullen with EndGame PR, who will be discussing Web Marketing.

We are also putting the finishing touches on our winter wedding themed booth for the Richmond Bridal Showcase (www.richmondbridalshowcase) on January 10th. I've been so pleased with the many members who have volunteered their time to help us- it will no doubt be our biggest and best yet!

FOR IMMEDIATE RELEASE

RBA Elects New Officers

Richmond, VA--The Richmond Bridal Association has elected new officers and directors for 2010. Their respective positions took effect January 1, 2010.

Serving as Membership Director will be TeriLynne Petersen, Director of Catering, Wyndham Virginia Crossings; Programs/Education Chair will be Angela Smith, Director of Bridal Services and Marketing, Classic Party Rentals; Meetings/Events Chair will be Colleen Cook, Owner, CC’s Events and the Secretary will be Kara Buntin, Owner, A Cake to Remember.

Jerry Littleton, Owner, GML Design, was re-elected to serve a one-year term as Community Relations Chair.

Kristen Parr, Sales Manager, Wyndham Virginia Crossings, will continue to serve as the Public Relations/Marketing Chair.

Meghan Ely, Owner, OFD Consulting., will continue as Managing Director.

The Richmond Bridal Association, established in 2003, is a professional organization for the wedding industry, and promotes educations and networking among its peers. . RBA and its members acknowledge the need to preserve and encourage fair and professional business practices. As a condition of membership, all members pledge to adhere to a Code of Professional Ethics. RBA also promotes community involvement among its members, and works closely with its philanthropy, The Association for the Support of Children with Cancer (ASK).

For auld lang syne..

2009-12-30T12:48:00.000-08:00

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

2009-12-11T05:21:00.000-08:00

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!

2009-12-07T15:34:00.000-08:00

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!

2009-12-01T13:39:00.000-08:00

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

2009-11-14T16:38:00.000-08:00

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

2009-11-12T13:17:00.001-08:00

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!

2009-10-26T17:14:00.000-07:00

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?

2009-10-21T16:58:00.000-07:00

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

2009-10-06T11:10:00.000-07:00

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)

2009-09-28T17:06:00.000-07:00

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

2009-09-09T18:10:00.000-07:00

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

2009-09-05T14:29:00.000-07:00

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

2009-08-24T12:59:00.000-07:00

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

2009-08-04T20:06:00.000-07:00

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

2009-08-03T15:03:00.000-07:00

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

2009-07-29T12:37:00.001-07:00

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

The Generation Y Bride

2009-07-27T15:58:00.000-07:00

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