This is the Transcript of the #WeddingMarketChat on August 1st, 2012 Kylie Carlson of the Wedding and Events Institute (WEI). The answers were made on Twitter so responses will appear different.

This Transcript was sponsored by http://www.weddingandeventinstitute.com

Kylie Carlson founded the Wedding and Events Institute (WEI) in 2004 in Australia. She later opened divisions in New Zealand and the UK and in 2011 opened WEI USA. The sole purpose of WEI is the training of students in wedding planning and styling, corporate event planning and design. The online curriculum includes a comprehensive suite of planning and design tools, business templates and software within a dedicated training environment.

Carlson founded WEI after a full career in wedding and event planning. She amassed a wealth of knowledge running her own event production and design firms as well as working as a planner for five-star resorts in Chicago, London and Australia. Each time learning another facet of the industry and through WEI is able to share it with students interested in a career in weddings.

Learn more about Kylie Carlson at http://www.weddingandeventinstitute.com

Join Our Wedding Market Chats For Wedding Professionals Every Wednesday at 10:00PST, 1:00EST, and 6:00GMT (UK time) with the #WeddingMarketChat Hashmark On Twitter. Learn something new to help your business grow every week. The chats are hosted by Wedding Market editor Julie Albaugh (@juliealbaugh).

Q1: How did you get started in the Industry?

A1: Mine was a somewhat unusual and colorful start to the world of special events. I used to be the keyboard player & manager of a 70s disco band & that was my intro to corporate events. From there I interned at an event company as there was no education program available – it was learn on your feet. Weddings were a part of what we did and it was this area that I moved into starting my own company in 1998 and never looking back.

Q2: What are the biggest myths about being a wedding planner?

A2: That life is one big party and that they will be attending glamorous events having a wonderful time. In reality it is the complete opposite. Being a planner is hard work, you’re on your feet all day and you need to be fit. Another myth is that it is the easy job option. We are often approached by people looking for a fun little part time job and they are under the impression that planning weddings will fit the bill. They are usually in for a rude awakening.

One we hear all the time is that you spend all day surfing bridal websites. This is something that you will do but only when you have time and usually at the end of the day with a glass of wine in your hand after all the other work is done.

Q3: What is the first thing planners should consider when opening a business?

A3: Taking a short course on running a small business Planning weddings for a living involves more than just being great at your trade. You need to understand how to run a business as well. These two things take two different sets of skills. You can be the best planner out there but if you don’t know how to run & market a business nobody will ever know how good you are.

Spending money on a watertight contract. Don’t use a generic contract you have downloaded from the web. Planning weddings is still a fairly unique business and requires expert legal advice. It is important to protect yourself & your business. This area if often overlooked. Carolyn Mason is a licensed California Attorney with her own event industry-focused law firm. She consults with event industry professionals needing business management and/or legal assistance cmason@grandaffair.net

No matter how good you are it takes time for any company to start to make money or even get their first client. There are so many things to think about that it will take time to make make sure this goes smoothly. For example, people might get so caught up on the venue and decoration they may forget they need to organise the food and be frantically searching for ‘freezer rooms you can hire today‘! It’s okay, you will get the hang of it eventually but this can be a stressful first few months especially knowing you have the pressure of creating someone’s perfect day. I always advise our students to make sure they can support themselves for at least 6 months without any earnings. Or work part time whilst launching you business to support your business.

Q4: Is there a great business model new planners can look to?

A4: It isn’t so much a business model but more an understanding of where your business fits in the marketplace. You need to know who you are. What is your USP? Do you work with Budget Brides? Is your clientele more affluent? Are you affiliated with specific venues? Are you from a particular background so specialize in weddings for that background?

My motto is you can’t be all things to all people. The same goes for wedding planning. You can’t market to ALL Brides. A great example of this is Pretty Pear Bride – their market is plus size brides and that is who they market to.

Q5: What company inspires you as a business owner?

A5: Without a doubt Virgin. It is one of the best known brands in the world although they are not known simply for one thing. They have built a brand that is instantly recognizable but are always pushing the envelope to expand. I love their marketing strategy and always enjoy reading about their philosophies and what stories have led them to where they are today. Virgin has a great business model.

Q6: What do you see as today’s biggest challenges for business owners?

A6: Time. There are not enough hours in a day. Realistically planners should be good at managing time and the key to success in 2012 is good time management.

Each day for me starts with my To Do List. From there I prioritize – Must Do, Should Do and Would Like To Do. I’m lost without my list – it keeps me efficient.

Q7: How important is social media to the planner today?
A7: It is not something you should be without. In today’s world this is how most brides communicate. If they are not on Facebook they are on Pinterest. It is the easiest and cheapest way to communicate with your audience and show them what you do.

Using Facebook or Pinterest gives you an instant audience. Take pictures on site at an event using Instagram so you can post directly to Facebook. People love behind the scenes stuff and feeling as though they are part of what you are doing. It makes you seem real.

Q8: What are some bench markers a new planner can look to achieve?

A8: For new Planners I think the benchmark has to be around marketing. Many off us write a Business Plan but too often the marketing plan is forgotten. E.g. set some goals around Blogging and make them realistic. Try to build up to a couple of blog posts each week – one can be visual like a mood board & one more informative.

Set a goal to become an expert. Get yourself published on some influential blogs with some Real Wedding Features. It is achievable & a realistic benchmark

Q9: How can planners stay up to date with business matters, social media, trends?

A9: My best piece of advice is to pick a minimum of 1 industry conference to attend each year & to subscribe to industry blogs. We go to Idea Factory & the Special Event Show every year to keep up to date. Some great blogs to subscribe to include Ready To Spark, Design Dawgs, Think Splendid & The Small Business Blog

Q10: What are some design trends that you see coming around the corner?

A10: Ombre is still in and watercolor is a big trend this season. Prints are huge: chevron, honeycomb, gingham & quatrefoil. Mismatching and layering is big in tabletop design. Vintage decor isn’t going anywhere, but has been taken up a notch for a glam look.

Q11: What does The Wedding and Event Institute (WEI) do?

A11: We provide training and certification for wedding planners, wedding stylists, event planners and event designers. Our training is done via E Learning using interactive technology including webinars, podcasts, PDF printouts and videos. We have both entry level courses and more advanced courses covering both industry & business units.

Q12: Can you tell me more about what Signature Sasha is?
A12: This course is a partnership between the Institute (WEI) and Sasha Souza and is aimed at those wishing to take their wedding business to the next level. Students will learn through Sasha’s processes & knowledge which will be broken down through 5 case studies. Also 2 apprentices will be chosen by Sasha twice per year to work at an event chosen by Sasha based on an assessment of final exam.

Q13: What would you like the #WeddingMarket to take away from this #WeddingMarketChat?

A13: A business is something you have to keep working at to keep it fresh. You never stop learning.

To find yourself a niche area in the industry and stick to it. Don’t try to sell to ALL brides

You’re never too old to learn. Even those in the industry for many years can learn something new.

#WeddingMarketChat Question: Where is the special event show?

Answer: This year it was in Florida but it changes each year. Always held in Jan & 2013 is Chicago. http://thespecialeventshow.com/specialevent2013/public/enter.aspx …