Let’s be honest, our society has an unnatural amount of interest in two seemingly unrelated subjects – reality TV and weddings. Then TLC came along and put two and two together – which brings us to our point. Weddings have become competitions of sorts (obviously it’s about being in love and the unity between two people, but then again…). Who has the best dress, the best color theme, and the deciding factor at most weddings – who had the best food?
It’s a caterer and event planner’s dream and there are niches within niches of this market. We’re here to give you a few tips on how to optimize your business for certain markets and get your name out there for wedding season.
[success]1. The Bride[/success]
In her mind, this day is all about her and if it’s not perfect it is quite possibly the end of the world. Luckily, most professionals in this field have dealt with their fair share of Bridezillas throughout their careers. However, there’s a new bride in town. She’s modern, laid-back, and wants her guests to have a unique experience rather than a straight-laced formal affair. What better way to show off her one-of-a-kind style than through food? There are many ways to reach this kind of client but social media is probably the most cost efficient and effective route. Exclusivity is what gets most people interested in a service and knowing that she’ll be only one of a select few is exactly what this bride is looking for. Social media contests are always fun and engage your followers to pay attention and keep checking in. They are also growing in popularity, so now is a good time to jump on the bandwagon. For example, brides-to-be can submit their wedding themes and the most unique and interesting one will win a one-on-one meeting with you and a personalized menu for her wedding and you can offer to do it with 25% off your usual fee. Or you can hold events for local brides to mingle and try out some menu items- a mixer of sorts – and invitations can only be obtained by signing up for your website’s newsletter.This creates buzz on so many levels – your social media presence will be greater, visits to your website will increase, and the potential for new clients becomes substantially larger.
Traditionally, his job is to show up in a suit and say “I do” at the right time. But times have changed and it’s a special day for him too. One area in which he definitely wants to have his opinion heard is when it comes to the food. This is where it gets tricky. Chances are the bride doesn’t want to give up complete control of her plans and the groom just wants to make a few a decisions for himself. The best way to avoid any possible he-said, she-said drama is to suggest picking out a menu as a split duty. Let the bride pick the main course while the groom focuses his attention on appetizers or dessert. Another good strategy is to take the groom’s suggestions and alter them slightly – this is where reading up on food blogs comes in handy. Even better is directing the groom to your own personal blog where he can read up on food trends and recipes without making your job any harder than it already is. Repeat after me, “You should check out my blog, I’ve got a lot of really cool recipes for appetizers that you can try out at home”
More and more people are becoming educated on the topic of sustainability and they want to be a part of the process. By partnering up with organizations such as Food Secure Canada, Ocean Wise, and Local Food Plus you’ll be letting your clients know that you’re dedicated to providing them with the best in local, fresh and healthy food. By having banners and links of these organization on your website, it’s comforting for couples looking to do their part to know they are in good hands. Eco-friendly weddings are becoming increasingly popular as well and if your business also handles the event coordination side of things, a good way to include eco-friendliness is use products that are made with recycled materials such as napkins, paper plates, or even get the leftover food to be donated rather than thrown away. Want to stand out? Encourage clients to sign an online pledge featured on your website and social media to make their weddings eco-friendly, which will appeal to a specific but largely growing niche market.
Another growing trend and sure to be a hit with outdoor summer weddings. Food trucks don’t have to be a staple in your business, but it’s easy to rent one for the day if your clients are having a sort of backyard BBQ themed wedding. Food trucks are fun and guests love them. They are also a great way to optimize good old fashioned word of mouth. By having your business info displayed (discretely – it’s a wedding after all) on the truck, you’ll really make an impression and guests are going to be talking about it days after the wedding. There’s nothing wrong with a little self-promotion. For example, slip curious guests your business card or offer to have napkins with your logo printed on it for free at the wedding and the couple can save some money. The potential is there, you just have to think outside the box.
Wedding cakes are out. Cupcakes are getting a little boring. What else is there? How about bringing out the fun of a childhood favourite with an adult twist? That’s right, alcoholic dessert pops. It’s unique and memorable. How many people can say they’ve been to a wedding that had margarita flavoured cake on a stick as dessert? Not a lot. The lesson here is staying ahead of the curve. It’s amazing how something interesting and one-of-a-kind can become cookie-cutter almost overnight. How do you do this you ask? If you guessed blogging, you’re right. The fact of the matter is, a lot of couples are doing extensive research on how to make their wedding stand out amongst the other run of the mill weddings. By blogging and creating trends of your own for people to explore you’re reaching out to niche audiences and grasping their attention when everyone else is turning a blind eye. Remember, what may seem like a small specific group can quickly turn into a specialized market. Just ask the people that thought of the “Groom’s cake” trend.
Images courtesy of num_skyman, photostock, franky242, zirconicusso, Aduldej / FreeDigitalPhotos.net
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