By Andy Ebon, “Wedding Marketing Expert”
Men and their tools. In our minds, we form an image of a man at Sears, drooling over the latest drill or gadget. Kind of funny… Somewhat sweeping in its generalization.
One can have the latest tool for home improvement, but if you don’t know how to use it, the effort will fail.
The same is true in the wedding industry. The tools are wedding marketing media: magazine ads, social media, bridal shows, websites, postcards, and much more.
When a business has a marketing failure, it MUST have been the medium: the magazine, the wedding show, a lack of traffic to the website, or whatever the medium in question.
My response to this:
“Laying the blame on the wedding marketing medium is usually off-the-mark. Far more often than not, the culprit is failure to have a well-crafted message.”
Business people are easily drawn to the new shiny object. The new bridal show in town, the new publication, the latest social media tool.
That’s all very nice. There is always something new to carry your message.
But in the end, if you don’t know how to swing a hammer, it doesn’t matter how shiny and new the hammer is. Why not take a lesson or two on using the hammer? In the case of wedding marketing, learn how to write effective copy (or hire a copywriter), develop better ads, really prepare for a bridal show, keep your website current, have a Facebook strategy, and don’t let your blog get lost in the weeds.
In essence, TAKE RESPONSIBILITY for your success, or lack of it.