NEW!! Tuesdays with Terry
Wedding Marketing for Wedding Professionals
It’s Award Season so I’m taking on a topic that often splits the crowd:
Are Wedding Awards a Waste of Time?
“In my humble opinion, the short answer is no.”
But as a seven-time award winner and now judge for TWIA (The Wedding Industry Awards), you'd expect me to say that.
Let me explain why I recommend putting the expense of entering credible wedding awards near the top of your marketing budget; and why you should invest valuable time shaping your company to win.
There can only be one winner granted, but that could be you! So what does winning mean?
Well, to those I've debated with who express the contrary, it means nothing. They've told me it's just a hollow badge on your website. Some argue that brides do not even value awards and that they look to other distinguishers in wedding suppliers when selecting who to hire.
Here's why I disagree. Should you be lucky enough to win a gong, you'll have a marketing differentiator no one else on the planet has; the specific award, in your specific category, for the specific year you are in. And it's this specificity that provides a difference when compared to your competitors. A difference with the capacity to elevate and separate you from the marketing messages everyone else in your category amplifies.
It's one thing others will never be able to replicate, so winning an award will make you unique, different, and given I've yet to meet a couple who do not want something unique and different at their wedding, the benefit of being an award winner is a no-brainer.
But there's more…
In his book No BS Marketing To The Affluent, Dan Kennedy identifies some of the buying triggers for discerning couples as them wanting:
- A professional with a proven ability to deliver.
- A reliable 'done for you' service.
- Strong emotional benefits like 'bragging rights', uniqueness, status.
- Experts who are considered to be the best.
Winning an award ticks all of these boxes.
Even if you don't win the award, there is strong marketing mileage in just being a participant.
I remember after winning my first wedding award seven years ago, a wedding professional suggested I never enter another award again because it would harm me if I lost. (What?) Of course, I ignored the 'advice', and if anyone ever tries to discourage you from entering an award, please do the same. There are few marketing strategies capable of helping your wedding business as much as winning awards, so fill your boots and fill your cabinet!
Helping wedding professionals get booked