Article courtesy of www.weddingbusinessmarketing.com.
Branding is an over used word in the arena of marketing. When we speak of Branding the type that most marketing agencies (i.e. the big ones on Madison Ave.) are speaking of is associated with multi million dollar advertising budgets which doesn’t happen with small businesses. In fact Branding of this type never happens within the Wedding industry. Why, you ask? Simple; We get a whole new crop of customers who have never bought our “stuff” before.
Many Wedding businesses are interested in Branding as they spread their messages through more than one medium. By spreading their messages in more than one medium (print, web, snail mail, networking, etc…) they increase their chances of getting noticed and having the Brides take action. This is simply due to the “Big Ad” effect that the Bride Feels.
The “Big Ad” effect is simple; the Biggest ad must be the biggest business, or in other words, they get the first chance because they are spending the most money. The businesses who spend the most money are those who are most established typically. The best example of this is in back in the days of the Yellow Pages. When you look for something that you don’t use often, let’s say a Plumber, you look at the big ads first and rarely get to those who may actually be the most established as they have a line listing (simply as a convenience to their customers).
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Article courtesy of www.weddingbusinessmarketing.com
The San Diego Bridal Show and