OFD on Girlfriend We Gotta Talk!

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.

Valuing Your Wedding Services: Am I Undercutting?

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

Take it away Shayna...

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

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

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

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

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

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

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

• Reasonable adjustments for your experience level and market conditions

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

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

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

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

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

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.

Parternship Marketing: Finding Business from your Wedding Buddies

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

Tentative Holds: A wedding vendor's new best friend

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.

Mark your Calendars Wedding Pros!

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.

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

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.

Let's Talk Pricing

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

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

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

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

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.

And we're ready for the Richmond Bridal Showcase!

Anatomy of a Bright Idea- Part Deux

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.

For auld lang syne..

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

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

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

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

In 2010, I hope for the following:

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

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

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

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

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

Until next time,
Meghan

http://www.ofdconsulting.com/

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

Holiday Cards- Undercover Sales Tactic

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

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

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

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

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

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

Game. Set. Match.

A few tips to get you started:

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

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

Until next time,

Meghan

http://www.ofdconsulting.com/

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

Thanks Style Me Pretty!

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

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

Special thanks to Abby Larson for the opportunity.

Bridal Panels and Birthday Parties

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

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

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

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

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

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

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

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

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

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

Until next time,

Meghan

meghan@ofdconsulting.com

Marketing to Brides- A Vendor's Take

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

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

Until next time,
Meghan
meghan@ofdconsulting.com

Photographers- mark your calendars!

Minor OFD plug!

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

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

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

Hope to see you there!