New Year’s resolutions are doomed to fail. Now, I know that isn’t my usual glass-half-full attitude, but it’s a dose of reality. A day on our calendar is not the motivation we need to change our behavior. Gyms love getting all of the new members each January. You pay for a year of membership, or your dues every month, and their clubs are packed with hopeful resolution makers. Then, by March, they’re back to their regulars who come daily or on a regular basis. My wife used to work at a Gold’s Gym, so I know this first-hand.
One of the best parts of the wedding industry is that it’s recession-resistant. Of course, the other side of that is that you need to get a new audience every year. The holidays bring many things, including the beginning of engagement season. Thanksgiving through New Year’s Day are some of the busiest days for new engagements. If that’s not a holiday gift, I don’t know what is! Read More
I’ve had a few conversations lately with wedding pros who are looking for couples who are spending more than their current customers. That’s a perfectly fine goal, that is if you’re willing to do what’s necessary to attract those customers. You can’t expect to do what you’re now doing and those higher-paying customers will miraculously appear. You have to approach this as if you were a new business because if you’re not servicing that segment of the market now, you are a new business to those other couples.
Who is your social audience? Many of us have a few different audiences for our social content: current customers, potential customers, industry contacts, family, friends, etc. Additionally, we may have many different pages and channels on which to engage with those audiences: personal pages, business pages, groups, events, etc. Before you start posting (I know it’s a little late for that for most of you) begin with which audience(s) you’re trying to reach, and then what value you’re going to provide them. If they’re not getting value from the interaction, they’re not likely to come back for more.
It’s important for every business to have a set of rules or guidelines, so everyone is singing from the same songbook. It’s important to teach those rules to your employees and for you to set a good example by practicing what you preach. That said, you make the rules and you can change them. Every rule and every policy can be amended from time to time, to reflect the current state of your business and the environment in which you operate. Read More