This is the Transcript of the #WeddingMarket Chat on June 22nd, 2016 with Claudia Hanlin from the Wedding Library. The answers were made on Twitter so responses will appear different.

 

Claudia Hanlin CEO, Owner Wedding Library

 

For sixteen years, the Wedding Library has been the leading one-stop shopping and planning resource for the fashion-forward bride in New York.  Brides can find leading lines of wedding stationery, bridesmaid dresses and gifts all under one roof.  The Library has the most lines of luxury bridesmaid dresses in one New York City boutique, the deepest selection of wedding invitations and one of the largest wedding planning businesses in NYC.

 

Editor

Founder and owner Claudia Hanlin is a Contributing Editor to Martha Stewart Weddings where she lends her expertise to magazine editorial, radio, television and Website, video and blog outlets for the Martha Stewart Omnimedia brand.

 

Wedding Party Bridal Show

For twelve years, the Wedding Library has hosted and produced the leading industry bridal show in New York City, the Wedding Party.  Over 100 vendors participate and over 1,500 brides attend this luxury bridal event, with industry head-liners guest speakers, a leading designer fashion show and Martha Stewart Weddings as media sponsor.  For the last four years, the event has also been held in Chicago.

 

See more information at www.theweddinglibrary.com

 

 

Q1: How did you get involved with the wedding industry? 

 

Answer

Claudia Hanlin: After I got married I saw the need for a reliable and easy way for brides to find the perfect vendors. And I did loads of research before launching.

 

 

 

Q2: How do wedding pros become irrelevant?

 

Answer

Claudia Hanlin: By not listening to the market. By being dismissive. By insisting that their way is the best and by not changing.

 

 

Q3: Is education important to staying relevant?

 

Answer

Claudia Hanlin: Yes. But you can approach this different ways. Troll Instagram. Follow style leaders. Read magazines. Study non-wedding business guides. Talk to peers. Poll clients.

 

Photo by Allan Zepeda

 

Q4: How can wedding pros keep up with their education?

 

Answer

Claudia Hanlin: Always, every day and in every way.  I am constantly soaking up what’s out there. Stationery show. Gift show. Art exhibits. Landscape architecture! Peers’ Websites. I’m constantly researching mostly on line. I spend many hours gathering inspiration to create a perfect event!

 

 

Photo by David Hechler

Q5: How can conferences or trade shows be helpful?

 

Answer

Claudia Hanlin: Networking! Making friends. Learning about new products are all super important.  Don’t have your clients tell you what’s new!

 

 

Q6: How do wedding pros stay relevant to brides?

 

Answer

Claudia Hanlin: Observe. What looks beautiful to you today? Check out fashion, interior design, fabric design. Look worldwide. Demonstrate consistent style.

 

Photo by Christian Oth Studio

 

Q7: How can wedding pros determine if they need to make modifications to be more useful or relevant?

 

Answer

Claudia Hanlin: When potential or existing clients aren’t responding, CHANGE! Don’t push your ideas on a resisting client. LISTEN, ADAPT and BE OPEN.

 

 

Q8: Can you share some of the changes that you have made to stay relevant?

 

Answer

Claudia Hanlin: My business has changed so much over the years. We moved from a vendor referral business to planning. We added retail. We became a bridesmaids’ powerhouse. We had a massive stationery business.  We moved from mass planning to luxury planning and design.  We developed our own products…. The list goes on. I am not afraid of change! If anything I think I say “yes” to too many ideas and maybe give up to easily on them.

 

 

Q9: What changes are currently taking place that wedding pros need to stay on top of?

Answer

Claudia Hanlin: Clients are expecting immediate responses to questions. If that’s not possible, ground rules need to be established early. Clients expect “complete” solutions – be prepared to handle more of the “process” than ever before. Be prepared to show digital portfolios in a mobile setting. There’s high demand for professional documentation: proposals, floorplans, quotes, invoices. More vendors and services are being hired “sight unseen”. This was unheard of a few years ago. Be prepared to be responsive by text, email and phone! We have a beautiful e-brochure that captures what we do visually and easily.

 

Photo by Wedding Library

 

Q10: What questions should wedding pros be asking themselves?  

 

Answer

Claudia Hanlin: Are clients/peers interested in what I’m doing? Why or why not? Am I providing superior service in every area of my business? From answering the phone to follow up after the event? Am I making my best effort to keep my web site, Instagram, etc. relevant and current? Am I putting forth a strong effort to be published, to be active in my industry? Am I being lazy or complacent? Am I trying new things and striving for originality?

 

 

Q11: Shouldn’t wedding pros be open to change?

Answer

Claudia Hanlin: Change is so great. It invigorates, it provides opportunities you never knew existed! Caveat: be prepared to do the work that accompanies moving in a new direction! Take cues from your clients – their unusual ideas inevitably end up being my favorite ones!

 

 

Photo by Samm Blake

 

Q12: Do we only have a window of time to be relevant? 

Answer

 

Claudia Hanlin: NO. I can point to almost every industry “celebrity” and real moments when they seemed irrelevant.  Get back on the horse and reinvent yourself!

 

 

Q13: How do you handle your social media on a weekly basis?

Answer

Claudia Hanlin: I carefully follow those who inspire me daily.  I post only images and information that I feel speak to my brand, give information or tell a story. I curate.

 

 

Q14: How do you stay on top of the current ways to market your company? 

 

Answer

Claudia Hanlin: I am very open to opportunities. I take meetings. I think laterally about how to help my peers. I attend industry events. I cross-promote a lot.

 

 

Q15: What would you like everyone to take away from this #WeddingMarket Chat?

 

Answer

Claudia Hanlin: Change is good! Stay young. Stay hungry. Don’t be afraid of doing something different. Know that change isn’t permanent – you can change again.

 

 

Questions From Wedding Market Audience:

 

@BeauWeddingApp what are some ways that you see the market changing?

 

Answer

Claudia Hanlin: I think clients are expecting a lot more than they used to. Faster, better responses, immediately!

 

@BeauWeddingApp that brings up the question of strategies to balance your time and expectation? Transparency is important.

 

Answer

Claudia Hanlin: I work 7 days a week. Balance is a challenge for me. I have to force myself to tell clients I’m away. I rely on a great team. I’m learning to set some boundaries. In planning, clients do want immediacy!

 

 

@BeauWeddingApp How do you handle payments so that the process is easy and stress-free for both sides?

 

Answer

Claudia Hanlin: I put the entire payment schedule in the contract. A tip is to have bills come from a book keeper!

 

 

@BeauWeddingApp  @Do you see more people using online tools or #wedtech to help ease the process?

 

Answer

Claudia Hanlin: I’ve tried various tools — they are great and just need to catch up with my customization. Use what makes your life easy!