This is the Transcript of the #WeddingMarket Chat on April 8th, 2015 with Rick Brewer from Get More Brides. The answers were made on Twitter so responses will appear different.

Rick Brewer Biography:

Rick Brewer has been working in the wedding Industry since 1992 during that time has been a wedding professional, owned 2 wedding magazines, produced bridal shows and has coached over 380 wedding businesses to higher success. Rick has spoken to over 250 wedding and event based associations and continues to coach wedding businesses on a daily basis. Rick and his 3 children live in the Charlotte, NC area.

For more information about Rick Brewer, please visit www.GetMoreBrides.com

Q1: What is the #1 most effective marketing resource of obtaining Brides? 

Answer

Rick Brewer: Word of mouth is the most effective form of advertising. Word of mouth comes in two forms from past clients who are happy with your services as well as other wedding professionals who know and like you who can refer you to their brides.

Q2: Why is word of mouth such an effective method of marketing?

Answer

Rick Brewer: It is effective because either the past client has direct experience on how their experience met or exceeded their expectations. In the case of the wedding vendor referral, they actually warm up a cold relationship as they have built some trust with their client. With this trust, they actually are sharing it with you by referring you. Because the client has moved forward with them The client can actually let down their guard and trust you enough for you to tell them about what you do.

Q3: Why don’t wedding professionals have a solid strategy when it comes to word of mouth referrals?

Answer

Rick Brewer: Two reasons- 1) trust is how most Brides buy as they have typically not purchased what you sell and buy based on emotion. With this emotion, they will many times buy the person they trust will follow through and do what they say. 2) Word of mouth is one of the least expensive forms of marketing. The struggle then becomes getting more of it.

Q4: Should wedding pros walk into venues & bridal salons with a big stack of business cards & brochures?

Answer

Rick Brewer: Only if they want to waste their time and risk their relationship. Fact is that is the most common method of getting the venue frustrated. The venue spends more money than any other vendor category and because of this, they need to see a return. For a random vendor who has no relationship with the venue to walk in and want to ride their coattails for free, is unreasonable. Many times through doing the right steps, you have a chance of getting on their list, you just have to follow the right process. Walking in unannounced with a stack of brochures or business cards is not the right process, and will waste your time and brochures.

@AGEventPainter I find venues may feel inclined to recommend me once I’ve worked an event there & we’ve met.

Rick Brewer: Agreed- if you do not yet have a relationship, however, you can start to build one.

Q5:  What are some of your top 10 ways to get on the preferred list?

Answer

Rick Brewer: In the interest of time, top 3 ways #1 build a proper relationship. They need to know you and that you are reliable to their clients. #2  Reciprocate. You may not be able to refer them, but perhaps there are other ways you can benefit them and/or their brides. #3 Follow through properly. If you tell them you are going to do something, do it in the time that you committed to getting the task done. These three things will help much more than simply walking in and saying “Here I am- see me love me!” with a stack of brochures.

Q6: What are somethings you should avoid doing?

Answer

Rick Brewer:
You should avoid the stuff that would have them looking for someone else. When they start to refer you, your competition wants what you have. You also need to maintain that relationship you have just built. Leaving them alone and not visiting them on a scheduled basis is risky. You should also continue to over deliver on what is promised- promise low/deliver high.

Q7: What percentage of referrals should be driving your wedding business? 

Answer

Rick Brewer: 100% is not a goal I would prescribe. If you accurately measure (80% do not) your bookings, I would suggest a 5% improvement year over year. If you are not on any lists, follow the right steps and get on two in the next 3 months. Then two more and try to build to 10 referrers.

Q8: What does it take to stay on the preferred list?

Answer

Rick Brewer: Two things –constant consistency. There were things that got you on the list to begin with, you need to maintain and exceed in those things.

Q9: Should getting on the preferred list include working with wedding planners too? 

Answer

Rick Brewer: Yes- but there are different needs that a wedding planner has than a venue. You need to approach them similarly in building a relationship.

Q10: What about networking with other wedding pros?

Answer

Rick Brewer: If another wedding pro can constantly send you leads- absolutely. I had a photographer who sent me 25% of my business back in the day. If another wedding professional can send you business, you need to treat that relationship wisely as these leads are phenomenally valuable.

Q11: What other methods should wedding pros be looking at to drive business?

Answer

Rick Brewer:  Your marketing is the engine of your business. If your marketing is not working, you won’t be either. You should invest 50% of your time and money into the internet- that is where the bride begins her process and you should be there.

Q12: Should getting on the preferred list be your entire focus when moving to a new market?

Answer

Rick Brewer:  They should be your first focus as they have the most immediate response, while you are waiting for other mediums.

Q13: What would you like everyone to take from this #WeddingMarket Chat?

Answer

Rick Brewer: Getting on the preferred vendors list is a process, not an event. Once you are on it, you need to still work to stay on it. I have put together a full audio program based on getting on the preferred vendors list which has been my 2^nd biggest seller. Getting on the preferred vendors list http://www.weddingbusinessmarketing.com/getting-preferred-vendors-list/ . This CD covers the 10 things to do and the 11 things to never do to help you get on more lists that you have ever been on. I normally sell this for $39 and it is fully worth that, but for those here today, I have lowered the price to $15 + S & H. This CD will give you the right things to do to help your process and energy become very effective. Thank you #weddingmarket for the chance to chat today- I would love to help further if you have any questions, please reach out.

 #WeddingMarket Questions From Twitter:

@BridalBalance  How can businesses just starting out build expertise?

Rick Brewer:  Mostly by knowing your side of the industry as well as knowing where you intersect and can help with others

@danieladegrassi  How about approaching a venue for a styled shoot and offering them images to start a trust relationship?

Rick Brewer: That works if it works for the venue. If they already have all the shots they want, it could be a nuisance.

@jendefig What about floral? Offering arrangements for their office?

Rick Brewer: Absolutely! when you can personally and professionally benefit them, you win! btw-Flowers are always a good way to open new doors, so lead with them on your first visit.

@AGPainter Do you suggest actually going to the venue, or do you mean keeping in contact via email, twitter, etc.?

Rick Brewer:  Going in person- it’s like a relationship with a person- do you want to do in live or via electronics. You can maintain momentum through electronic means, but you should visit at least once a month.

@DreamWeddingsSK  How do you identify your unique selling points and once identified how do you get them across ?

Rick Brewer:  I would rather you match up your personalities first. People buy from people they like and trust.

@HazelBoone How do you recommend we ask brides for referrals or testimonials, without seeming too pushy?

Rick Brewer: Start the process with the bride when you sign the contract. If you get her agreement, then you have permission.

@SweetestEvents_ Do you recommend electronic/email surveys, or hand deliver the follow-up survey?

Rick Brewer: w/brides meet face to face if you can- buy them lunch or coffee and ask for a video testimonial.

‏@DreamyWeddingsSK How is the owner vs. consumer mentality one of the biggest mistakes in marketing to brides?

Rick Brewer: If we market to what we know rather than what the consumer wants, we totally miss the mark. Market to their emotional wants rather than our logical knowledge. Their wants are funner.

@jendefig Money well spent or is cultivating vendor and planner relationships where focus should be?

Rick Brewer: First defined money well spent…. Your vendor relationships should be a huge part of your marketing strategy. my first priority w/clients.

@SweetestEvents_ How effective is it when you market at Bridal Show ( participating as a vendor)? Is it really worth it?

Rick Brewer: #1 and 2 most effective are these two depending if you use the correct strategies. Doing anything will not work, but doing it consistently right is highly effective.

@BridalBalance  For the internet, should we focus on social media, other vendor blogs, or sites like the Knot. 

Rick Brewer: Social media should be used to warm the relationship not close the sale.
sites like @WeddingWire and @theknot are where brides go to buy, not browse.  They are the serious bride who is looking to spend money.