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The problem for most wedding related businesses is that not every bride is the same and whilst this is true for nearly every customer in nearly every type of business, when it comes to weddings there can be huge differences between what brides want and the amount they have available to spend. For instance, a bride may have big dreams of exotic flower arrangements for her reception, but her budget says carnations and baby’s breath! So when it comes to wedding marketing techniques you will need to target different brides in different ways.

One method of wedding marketing is to discretely group brides together according to similar attributes such as budget or style. Known as bridal segmentation it is a great tool for identifying the needs of potential clients which have so far not been met. Good wedding vendors will be able to identify and perceive the needs of brides where their competitors have failed and in doing so will be able to establish themselves within the industry as market leaders.

By utilizing bridal segmentation as part of a wedding marketing strategy, vendors will be able to create customized packages for brides which will not only prove effective in securing business but also secure a steady return on time invested. An example of bridal segmentation could be a bridal store owner sending out marketing materials to brides with big budgets which detail top designer wedding dresses; whilst those brides with smaller budgets will be sent details of dresses at the lower end of the price scale. Grouping your marketing in this way does not take much time or indeed effort but is very effective at securing business and increasing turnover.

By giving prioritization to developing a segmented wedding marketing plan you can quickly launch targeted campaigns and offers which will bring in the maximum return from brides at both ends of the budget scale. Implementing such a strategy does require a certain amount of understanding of the market in which you are in. Does your business cater to those with big budgets or small ones? Could you cater to all? What sort of area does your business operate in i.e. is it an affluent neighborhood? Do you understand what brides in your area need and want?

Your first step is to divide your target market up into manageable segments according to different needs. You may need to carry out some kind of market research in order to establish the types of brides you deal with or look back through previous business records and note down any patterns that emerge. You should then look at the potential profit of every product or service you offer and consider the potential income and cost impacts of meeting the needs of each of your identified segments. Consider also your forecast profit and whether or not you are able to meet the needs of each bridal segment. You should consider time spent with brides as well in your calculations, as those brides at the higher end of the market are know to demand more time with vendors and retailers.

Finally you will need to look into the cost and resources needed to produce the necessary marketing materials for each segment and how you will reach your target groups. It may emerge that following just one type of bride i.e. those at the higher end of the market would present the best return on investment.

Rimma Allegre works as a wedding planner and has rendered services to several wedding ceremony. She found wedding marketing as an effective technique to ensure a quality service for her costumers. She said that in wedding marketing, grouping is done according to a certain attribute of a client so to meet their needs proportionate on their budget.

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