A Fly on the Wall

A week ago today, I attended a bridal panel event held by the Triangle Bridal Association (TBA) at the Cardinal Club in Raleigh, NC. While I am not a current member, I sent a request to the coordinators of the event to participate as “a fly on the wall.” TBA graciously agreed to allow me to come, and while the location was a few hours away (in the middle of the week), I pressed my way because I didn’t want to miss the opportunity to hear directly from the decision makers – the brides – regarding some of their current issues, concerns, and/or expectations.  

Here’s what I learned:


From the Bride

Responsiveness is KEY. When brides began looking for suppliers, whether it was a Wedding Planner or Florist, the person that responded the quickest to their inquiry instantly became more attractive and gained their undivided attention. They responded to those who considered their TIME precious and replied with a sense of urgency.  

Be less rigid. If you aren’t willing to deviate from your own “style” or work plan, you really aren’t interested in accommodating their particular needs or vision. One of the brides who attended has been planning her wedding since she was 15 years old. She wasn’t interested in hearing about years of experience with a certain style (e.g., a photographer who only provides pictures in a journalistic style). She wanted someone who would put that aside and help her make HER VISION come to life.

Personal touch = Sincerity. They want to feel like you really are paying attention to them as a person not just another client. One bride was impressed with a simple note she received in the mail that included specific details about her hopes and dreams for her wedding, which she had previous shared with the supplier. To her, that little touch felt more sincere than a routine or token gift.

For the Supplier

Social media advertising gets noticed, particularly with a special offer. But more often, direct mail pieces stand out. Email communication works better AFTER you get the work NOT to solicit work.  

Reputation is everything - STILL.  Many brides looked at customer reviews and heavily considered comments from past clients when deciding who to even ask for a proposal. We all know the reality is you can’t please everyone. But, be transparent when a review doesn’t go your way. Naturally, they appreciated the honesty.

It really does pay to be involved in your local wedding professional association. When asked, “How did you select your current suppliers?” several of the brides said they went to the website of the local bridal association to begin their search. Yes, your local industry association may provide great professional networking opportunities for your business, but it could also be your best lead generator.

To see a few photos from the event, go to It’s All About The Bride on facebook - http://tinyurl.com/itsallbridal. Don’t forget to follow on twitter @itsallbridal, and tell a friend about this blog!!

Special thank you to the Triangle Bridal Association for opening their event up to It’s All About The Bride. To become a member of this association, visit http://www.trianglebridal.com/membership.html.