The reality is the barriers to entry for many wedding industries are practically non existent today, for example anyone with a digital camera and some software can become a wedding photographer.
Gone are the days where a shopfront premises are required or specialist dark room skills. Digital has removed the friction, or put another way, digital has removed many of the expert skills and heavy investment required from a bygone era. Digital has made becoming a photographer so much easier. And this is why the market is flooded. It’s happening world-wide. In short, digital has let the genie out of the bottle, and it’s never going back in.
If you are a videographer, cake maker, stationer, make-up artist, hairdresser, musician, DJ, toastmaster (and this list is by no means extensive)… cases for concern can be made for your industry as well.
So how do you cope in the new world where weekend warriors and coffee shop wannabes enter your market and compete with inferior tools, and lower levels of experience?
A certain bride (or avatar) will always be drawn to such a supplier, and these brides will never be your client. Let them go. Instead, target the plethora of discerning brides wanting specific emotionally driven benefits from a wedding professional with your skill set.
Identify who they are, identify what draws them to you, then re-write your marketing material to appeal only to your perfect avatar. Don’t chase every bride, focus solely on your niche if you want to regain your competitive advantage.
To help further, here's the link to download a free chapter from my popular book ’12 Habits Of Successfully Booked Up Wedding Suppliers’. It covers everything you’ll need to do to identify and go after brides more likely to book you.
This will help you get back on track.
Best of luck
Mentor | Author | Judge for The Wedding Industry Awards