When my Australian boyfriend proposed to me, a native California girl, our first question after the champagne and tears stopped flowing was, ‘Where do we get hitched?’ After a lot of toing and froing, we ended up deciding on my hometown in California. (The bride always wins out, doesn’t she?)
While I was ecstatic to be getting married in front of my closest friends and family, I was also pretty daunted by the prospect of planning the whole thing from Brisbane, Australia.
Unsurprisingly these days, more and more couples are planning their wedding from their laptops.The wedding planning process is less about face-to-face interaction and more about the strength of your Instagram account, website, blog, and online reviews. It’s pretty safe to assume that the average millennial bride has looked at all of these channels before she even sends you an email. I know I did!
Hopefully this marketing to millennials blog series will help you step into the shoes of your average millennial bride – whether she’s a postcode or a country away.
I bought my wedding dress on Etsy
Ironically, my wedding dress was probably the riskiest aspect of my overseas wedding planning experience, but by far, the most rewarding! Because I didn’t want to spend thousands of dollars on the dress and didn’t want to deal with buying it in Australia and transporting it to the States, I decided to buy it on Etsy. I searched for American dress shops and waded through several scammy ones (we’ve all heard the horror stories!) until I found Cleo & Clementine – a dress shop in Phoenix, Arizona that custom designs beautiful tulle gowns. Based on the shopowner’s positive reviews, beautiful Instagram feed and strong social media following, I knew I’d found the right fit.
I had done a lot of research into the kind of look I wanted and sent the head designer, Monique, images of three different dresses I liked, asking if she thought it was possible to combine elements from all three. I had my fashion designer friend sketch out my vision and Monique said she could make it happen. I had my measurements taken (ok – I had them taken three times) and sent them to her. She got to work and kept me updated throughout the process by sending me photos of her work as she progressed (we exchanged roughly 40 emails throughout the process). She also sent me fabric swatches in the mail (all the way to my apartment in Brisbane!) so that I could see and touch the types of fabric she was using. Throughout the entire process, Monique’s communication was excellent.
Fortunately, I was able to fly to Phoenix prior to the wedding to try on the dress in person. I couldn’t have been happier. It was exactly what I had envisioned and it was so cool to know that my dress was designed specifically for me. When the dress was finished and shipped to my parents’ house in California, I opened up the box to find it on a beautiful hanger embossed with my name. Tucked inside the box was a handwritten note and small gift from Monique. This personal touch was so incredibly lovely and it made me feel like I was the only bride she’d made a dress for (far from the truth based on all her reviews and social media posts!).
My dress maker really went the extra mile for me by having excellent communication, keeping me in the loop with her progress, sending me fabric swatches in the mail, adding personal touches to the dress delivery, and accommodating all of my wishes to bring my vision of my perfect dress to life.
Wedding marketing takeaways
Don’t underestimate the power of personal touches. When I received the dress in the mail, I posted a photo of the hanger with my name on it on social media and tagged her. That kind of user-generated social media content for your business is gold!
If in doubt, communicate. Always keep your bride up to speed on how her dress (or other product or service) is progressing. There’s no excuse for not communicating. The beauty about communicating with millennials is that they don’t care how you do it. Send a Facebook message, a text, a Whatsapp message – just communicate – and do so regularly.
Be the review you want your clients to write. Do you want your clients to rave about the fact that you go the extra mile by sending them fabric swatches in the mail? Or that you spend countless hours hand-stitching lace applicque? Hone in on the qualities you want to set you apart from other wedding vendors and make sure you do them consistently.
Show your social media fans how hard you work. I love the way Cleo & Clementine’s Instagram account has lots of behind-the-scenes posts of their staff working the night away on beautiful dresses. Give your followers the impression that you work hard at what you do. It speaks volumes.