How thoroughly do you research a company before you invest your money in a marketing or advertising opportunity?
Here’s the reason I’m asking.
I was running errands yesterday and driving down a major street when I saw a yellow and black sign stuck in the grass that said “Bridal Fair.” It gave the date, the previous Sunday, and the location, a local “Five Star” Hotel.
There was nothing “Five Star” about that sign. (It looked similar to the one I created in the photo above with my limited graphics skills.) I wondered what the company who sold booth spaces to that fair had told wedding vendors about how they would attract brides. And, did a lot of wedding vendors sign up because they assumed they would be attracting high-end brides?
My guess is a majority of the brides who attended weren’t in niche the vendors wanted. Putting a cheap sign out on the street isn’t going to attract brides who can afford a luxury wedding. It’s going to attract a wide variety of brides, many of whom will just be shopping.
Before investing in any marketing and advertising, find out these 3 things from the people selling the opportunity:
1) Who are the brides who they would attract for you?
Ask them to be specific about who they are and what their weddings look like; for example, age, income level, profession, wedding date, budget, size and style.
2) What do they do to put you in front of the brides in your niche?
Whether the opportunity is buying ads on wedding websites or magazines or at a bridal fair, the company should be driving business to you with social media and web advertising and print ads of their own.
3) What’s their track record?
Find out how well other wedding vendors have done. Ask to see testimonials, especially if you’re about to spend a significant portion of your marketing and advertising budget.
And if you want more help to become a top wedding planner, sign in to get my ezine “Wedding Planner Tips.”
