Welcome to this week’s blog with our Guest Finola Howard of
How Great Marketing Works!
Finola is a Brand Builder, Marketing Strategist and Thinking Partner to Businesses that want to Scale. She works hands-on with business owners who want to establish an effective marketing process and often puts the structures in place to make that possible.
She built How Great Marketing Works because she wanted any business no matter its size or stage in the entrepreneurial journey. To access the knowledge that she has spent the last 25 + years accumulating and perfecting
I have been a huge fan of Finola’s since we first connected on Twitter – a long time ago! I’ve watched her grow and become the Queen of Marketing. And, she is with no doubts a Marketing genius. I knew that our community of Wedding Services, Suppliers and Venues would get lots of hints, tips and tricks to help them market themselves better.
Imagine my delighted when she accepted my invitation to join the #irishweddingchat Twitter Hour.
I was like…
Q1: What are the industry trends during this crisis that I could apply to my wedding business right now?
Couples now want their #weddings to be a reflection of who they are & they want to amplify that experience for their guests. If you are a #WeddingSupplier can you help them? This is a #WeddingTrend that’s going to stay.
Health & Safety at #Weddings is big now! Plated dinners only, buffet’s are gone. Goodie bags with hand sanitizer, personalised face masks & more. As a #WeddingSupplier how will you creatively demonstrate your commitment to safety?
Q2: If no one is booking weddings right now, should I still be marketing myself? And if so, how?
Couples haven’t stopped #weddingplanning, they’re using the time to research & know their vendors so they can feel comfortable with them. This is your new wedding marketing – answer their questions before they’re asked.
Show your #weddingcouples that you understand what they are going through. Make them laugh, be a shoulder in blogs & social media. Show them a way through this pandemic. Remind them their love will survive this!
Your #weddingcouples will remember the people who cared. Are you building in answers to their new problems e.g. elder relatives, limited numbers, fun at a distance etc
Q3: What’s the most important thing I should look at in terms of my marketing right now?
Start by understanding that your customer has changed fundamentally so what they need now is different – different pain points and maybe a different solution from you.
Redo your #CustomerProfile to gain insight & clarity. Pretend you are starting again for the first time. They’ve changed you might need to, as well.
With existing clients who are postponing, how can you give them a caring solution that fits who they are? You never know you may be able to build a larger solution for them if you truly listen. When it works apply it elsewhere too.
Q4: How do I pivot my business so that I can keep earning revenue right now?
Find new ways of solving old problems e.g. virtual consultations, at home cake tastings, zoom photo shoots, virtual fashion shoots, masked wedding shoots. When it’s virtual send them champagne to make it personal!
Can you convert anything you’re doing into an online course. You’d be surprised how niche you can get. Wedding Speech Writing, Wedding Tables, Best Bride Ever Course, Happy Nails, Happy Heart etc What wedding insights can you teach?
What have you got that you can apply outside your own industry with relative ease? Can you tap into the people working from home now? What about home decor/gardening which has seen huge increases?
Q5: How will I stand out above all the noise in the industry right now?
You’ve got to find that unique thing you do that nobody else does. Amp it up. Take it to the edge. Let there be no doubt why YOU are the right person for your customer! Be Brave! Own your space!
Take your lead from your customers. What one or two are saying about you and to you are clues to what they love about you. Leverage that!
The loudest thing you can do right now is showing them you are safe. That’s your most important message. Show them the evidence of this across your social media. People are switching suppliers if they don’t feel safe.
Wasn’t that just full of great marketing tips? And, what a prize!!! For the best conversation during #irishweddingchat using the hashtag #getstrategic.
The Winner got:
- A Complementary Strategy Session with Me to get you on the right track
- And! Lifetime Membership of the HowGMW Community. An active learning community