This is the Transcript of the #WeddingMarket Chat on September 3rd, 2014 with Therese Cole-Hubbs and Cigall Daboosh Goldman. The answers were made on Twitter so responses will appear different.

A 27-year veteran of the events industry Ms. Cole-Hubbs formed Electric Karma, a division of her company ASC Event Services, in 2010 in response to the demand for wedding planners who could merge cultural traditions with contemporary wedding elements.
In less than two years, Electric Karma’s business has flourished with Ms. Cole-Hubbs producing more than 600 Indian weddings and subsequently opening associate offices in New York, Los Angeles, Ohio and India.

Learn more about Therese Cole-Hubbs at
www.electric-karma.com

Cigall Goldman founded mazelmoments.com with a vision of making it easy and fun to plan Jewish and Jewish-inspired events, including weddings, bar/bat mitzvahs and baby celebrations. She teamed up with her mother Sheryl to realize this vision.  After working as a management consultant for over 10 years, Cigall received her MBA from New York University. She became a strategic planner for a Fortune 100 company, where she also planned high-level corporate events and fell in love with the events industry.  Cigall has been published on a number of top wedding and event websites and magazines, and conducts workshops on trends and tips for Jewish event planning. Check out mazelmoments’ award-winning website, and follow them on social media @mazelmoments.

Q1: How did you get involved with doing Asian weddings?  

Answer:

Therese Cole-Hubbs:

An Indian client came to me 28 years ago and I said yes to doing their wedding. Don’t be afraid!

Q2: How did you get involved with Jewish weddings?

Answer:

Cigall Daboosh Goldman:

Five year ago when planning my Jewish wedding, I was surprised at the industry fragmentation & lack of online planning resources. I saw the opportunity to help other Jewish & interfaith couples and Mazelmoments began. With my background in business strategy & corporate event planning, and passion for events, I knew this was the right move. Mazelmoments.com has become a popular resource for all Jewish events such as weddings, bar & bat mitzvahs & baby celebrations.

Prashe Decor

Q3: What are some of the unique traditions in Asian & Jewish Weddings?

Answer:

Therese Cole-Hubbs:

The wedding celebration lasts for 3 to 5 days with multiple formal celebrations. Starting with an engagement party that is as large as a standard American reception. Many prayer ceremonies take place with many dinners & lunches. Family and friends lift the couple up in their marriage. Mehendi Party-prepares the bride for her wedding by applying henna on her feet & hands. Guests also get henna on their hands. Sangeet or Garba: dance and music night, plus dinner. Baraat: Complete with grooms procession on horse, elephant, camel or car. Guests dance & load music announce his arrival. Ceremony full of color, majesty and steeped in tradition with 7 blessings and the circling of a fire pit. Reception with beautiful color, creative production style program, amazing food and explosive music and dancing!

Ketubah by theketubah.com (@theketubah)

Answer:

Cigall Daboosh Goldman:

The wedding canopy (chuppah) has become a gorgeous ceremony statement piece that can reflect the couple & wedding style. The ketubah preserves the wedding vows in a meaningful work of art. We have a great resource, including a cheat sheet, for Jewish wedding traditions here http://bit.ly/jewishweddingtraditions For Kosher couples +/or guests it’s important to understand Kosher law. Here’s an infographic http://bit.ly/kosherinfographic

Q4: How did you start promoting your business in the Asian/Jewish market?

Answer:
Therese Cole-Hubbs: Word of mouth is the best advertising you can do. Average Indian wedding receptions have 500-1000 potential clients, so always do your best work, eyes are watching.

Answer:

Cigall Daboosh Goldman:

Niche markets are a great opportunity for digital marketing. Finding keywords specific to your niche is critical. It’s also important to be where your target market is. Niche traditional & online media & specialized events work well for us. We’re nothing without our relationships – online social media and in-person events continuously help us develop & grow.

Q5: How does a wedding pro get into the Jewish market when they tend to use the same people.

Answer:

Cigall Daboosh Goldman: Networking is key. Find other professionals that serve the Jewish market and see how you can work together. Look at online Jewish wedding spotlights in your area and reach out to the professionals involved.

Research local temples, JCCs, showcases and events for networking and marketing opportunities. Once you’ve done a Jewish wedding, promote it to your fans and followers, and get it published on sites like mazelmoments.com.

Q6: How do you determine the wedding pros that you work since you work in different states?

Answer:

Therese Cole-Hubbs:
I look for pros that have the same values, strengths and ethics that can represent our company.

Q7: Do you market to the Asian & Jewish cultures differently than other types of weddings? 

Answer:

Therese Cole-Hubbs:

Yes, personal reviews or referrals are more effective than print advertising.

Answer:

Cigall Daboosh Goldman:

Content marketing plays a big part in our strategy, and we pay close attention to niche keywords. Our marketing mix also includes media targeted to the Jewish market, such as Jewish publications and social media groups. Wedding pros should be aware of Jewish holidays both for marketing opportunities, as well as knowing when not to market.

Q8: What are the biggest trends with Asian & Jewish Weddings?

Answer:

Therese Cole-Hubbs:
Traditional ceremony with a contemporary American influence mandap or wedding canopy.  Creative big productions for the reception are reaching new levels, example; quick change artists to 360 degree pole ballet. Fusion menu creations and the display of these foods. Floating bubbles, smoking trays or salad wall, think outside the box.

Mandap Creations / Photo by Biyani Photography

Answer:

Cigall Daboosh Goldman:

Personalization has a huge role in Jewish weddings. From the ceremony to the menu, every detail reflects the couple’s style. Popular sites like @Pinterest are inspiring couples with endless creative ideas. Wedding pros have leeway to try new things. Fun-factor is key – i.e. interactive (design-your-own) food & drinks, creative entertainment, and innovative décor & lighting. We put together a Jewish Wedding Trends & Ideas Lookbook that you can download for free – http://bit.ly/jewishweddingtrends

Jewish Wedding Ceremony at @CapitaleNY by Anthony Vazquez Photography

Q9: What are some of the challenges in planning fusion weddings? 

Answer:

Therese Cole-Hubbs:

Indian weddings think it is an art to negotiate everything. So learn the art! To many decision makers. Often there are as many as 8 to 10 persons in a meeting. Indian standard time – build in just a bit extra time in the itinerary.

Answer:

Cigall Daboosh Goldman:

Fusion weddings are an amazing opportunity to showcase & blend the couple’s backgrounds and take guests on a cultural journey. It’s important to have programs that explain each tradition & symbol of the cultures. Celebrate each thoughtful detail! We provide a lot of ideas in our Intercultural Wedding Planning Guide – http://bit.ly/interculturalweddings

Q10: What are some of the biggest mistakes wedding pros make working with Asian & Jewish weddings? 

Answer:

Therese Cole-Hubbs:

They forget that hospitality is the most important thing to an Indian family and is demonstrated in every aspect of the wedding.

Answer:

Cigall Daboosh Goldman:

To avoid mistakes, wedding pros should have a good understanding of Jewish traditions and cultural wedding practices. There are different denominations such as Orthodox, Conservative and Reform with different degrees of observance & practice. For Orthodox & some Conservative, the main distinctions are dress (modest), food (kosher), and music (include Jewish songs). Talk to the couple to see how they envision their Jewish wedding. Understand the moments most meaningful to them and why.

Q11: How do you use social media daily and weekly?   

Answer:

Therese Cole-Hubbs:

Blogging & posting to social media is critical. We have a professional company that assists with keeping up with the challenge.

Answer:

Cigall Daboosh Goldman:

We love our fans, and social media gives us the opportunity to speak with them directly and get their feedback. We share real events, the latest trends, cool ideas, and expert tips from wedding pros. We rely on a content calendar & content marketing checklist of all the social media sites we engage in to keep us organized.

Q12: What tips do you have for wedding pros wanting to work in these niche markets?

Answer:

Therese Cole-Hubbs:

Don’t be afraid to take on an Indian client, be honest about your experience, be willing to learn, be sincere and work hard.

Answer:

Cigall Daboosh Goldman:

Mazel tov! Be sure your website includes photos of Jewish weddings & targeted keywords such as Jewish, chuppah, ketubah, etc. Learn about the Jewish market in your area to create a strategy & marketing plan. Reach out to pros that succeeded for tips. We have resources that you can share with your clients to help them plan, view Checklist & Planning Tools http://bit.ly/jwed . We have printed copies we can send you if you’d like. Just email cigall@mazelmoments.com.

Chuppah by @MayaKalman of Swank Productions

Q13: Can you tell me about your book “SHAADI : A Journey Into Desi Weddings”?

Answer:

Therese Cole-Hubbs:

It was important to have a book on the market that provides doable décor ideas.

The book comes alive with the inclusion of QR codes of the video highlights from the weddings. We have included 9 helpful planning tips for the couples. Provide educational information about the Indian culture & traditions to assist wedding professionals interested in this market.

Q14: Where can your book be purchased?

Answer:

Therese Cole-Hubbs:

SHAADI: A Journey Into Desi Weddings can be purchased from our web site electric-karma.com

Q15: Do wedding pros dress differently for Asian & Jewish weddings?

Answer:

Therese Cole-Hubbs:
I always wear the appropriate traditional attire, out of respect for the culture. Many of my clients’ parents gift me my outfits. By wearing traditional outfits it draws attention to me and therefor my company – great for advertising.

Answer:

Cigall Daboosh Goldman:

This is a personal preference of the couple so be sure to speak with them.

For more Conservative or Orthodox weddings, modest dress is appropriate with shoulders covered. During a Jewish wedding ceremony, male wedding pros may be asked to wear a yarmulke (skull cap).

Q16: What would you like everyone to take away from this #weddingmarket chat?

Answer:

Therese Cole-Hubbs:

Indian weddings look like a lot of fun but it really takes a special personality to fit in. But once you are in, you’re in for life.
Answer:

Cigall Daboosh Goldman

Jewish weddings have beautiful traditions that are unique opportunities for a creative approach. Niche markets such as Jewish weddings are a wonderful chance to serve a new clientele and expand your business. Jewish weddings can also lead to business in bar & bat mitzvahs and other Jewish events. Feel free to reach out to me directly at Cigall@mazelmoments.com, @mazelmoments

#WeddingMarket Questions From Twitter:

1. @TheEmptyVase How are couples integrating technology/social media into their wedding day?

Answer:

Therese Cole-Hubbs: The use of high tech screens and projectors for the reception.  Same day edit for all the events.  Instagram and wedding posting is super popular, including in printing.

Answer:

Cigall Daboosh Goldman: We’re seeing state-of-the-art lighting, interactive dance floors, and high-tech photo booth & favors.

2. @WedPlannerMX  Which has been the most difficult challenge with weather and clock you have been through? and how you handle it?

Answer:

Therese Cole-Hubbs: Indian timing is a challenge but, start the first event on time then you set the standard for the rest.

3. @BridalBalance Are most Indian weddings planned by families since it’s such a long celebration or just the bride?

Answer:

Therese Cole-Hubbs: Most of the times by many family members, but the brides opinions way heavier now then in the past.

4. @WedPlannerMX But, before that? how you get in to the market?

Answer:

Therese Cole-Hubbs: Client came to me then, it was all about repeat clients.

5. @3rdFloorStrings What are your most popular song requests for Indian wedding ceremonies? Anything we should add to our rep?

Answer:

Therese Cole-Hubbs: Shehnai music is traditional for the wedding ceremony itself and bollywood music for the reception.

6. @3rdFloorStrings We have wonderful Jewish music available; do you have any “must haves” or sources we should review?

Answer:

Cigall Daboosh Goldman: For the reception (hora), Hava Nagila is traditional. For the ceremony, popular songs are Dodi Li, Siman Tov

7. @3rdFloorStrings How should ceremony musicians expected to dress for an orthodox Jewish wedding?

Answer:

Cigall Daboosh Goldman: Discuss with the family, but Orthodox men wear dark suits and women dress modestly with shoulders covered. It’s also important to know that men and women celebrate in separate areas at Orthodox Jewish weddings.