increase your wedding bookings

How to increase yourwedding bookings

A six step strategy

Pink Book (Media Pack):Layout 1 11/11/2009 18:47

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Introduction

Welcome to our ‘How to increase your Wedding Bookings’ guide.

Before you accept any advice from me, you need to know how I am in aposition to give good advice, right? Okay, well, I’ve been self-employed andinvolved in the wedding industry for over 15 years. I own one of the mostvisited wedding websites in the UK (according to Hitwise) and one of thelargest networks of wedding magazines too.

I know the market very well and I know that making a profit from weddings isincreasingly difficult. Margins are being cut. New unprofessional weddingbusinesses are being set up. Weddings are down year on year and costs areincreasing!

But it’s not all doom and gloom! Over 250,000 people get married in theUK each year, they are spending around £16,000 each. Therefore the weddingindustry is worth over £4 billion (enough to keep us all happy!)

I hope you find this booklet useful and I trust it will help to increase theprofitability for your business.

Julian WilkinsonManaging Director, UKbride


Mar.ket.ing

Once upon a time in the centre of the forest lived a beautiful young girl, calledAngelica. Her family were very poor. They loved Angelica so much.

Angelica was very talented and made the most beautiful Wedding Dresses, allof her family were very proud and a wonderful future awaited her.

Every day for three years she would set up a wonderful stall outside their littlehome and everyday she made more beautiful dresses.

Unfortunately, no one bought any of her dresses because no one knew she wasthere, you see Angelica loved wedding dresses but hated marketing.

They all lived happily ever after (although they were skint)!

it’s essential

Marketing your business isn’t important


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Table of ContentsSection 1:

Know the Wedding Industry 7Before you can increase your profits, you needto have a look at a few facts.

Section 2:How to increase your Wedding Bookings 10No nonsense advice on how to make more profitsfrom the wedding industry.

Section 3:How can UKbride help me? 11Taking on board the information provided above,we provide a clear six step strategy (not easy to say).

Step 1:Create a Wedding Website and an Online Shop 1472% of couples search for their wedding suppliers online.

Step 2:Advertise every day 16Discover how to improve your response rate.

Step 3:Receive a list of brides-to-be every month 18We explain how you can take control of your marketing.

Step 4:Showcase your products in Magazines 20Take advantage of cutting-edge online media trends.

Step 5:Network to brides-to-be every evening 22Word of mouth is still a strong marketing tool.

Step 6:Priority listings on search engines 24Ensure that you are not over-looked.

Section 4:Let’s have a recap? 26An at-a-glance overview of how to increase your profits.


The wedding market is worth around

£4 billion in the UK


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Know the Wedding Industrythe basics

How many weddings are there in the UK each year?There are now around 250,000 weddings a year (source: www.statistics.gov.uk).

When are people interested in Weddings?

The graph below shows a Google Insight report showing all of the weddingrelated search terms (eg: weddings, wedding dress, wedding photographer).The graph shows searches throughout 2006, 2007 and 2008.

Further in-depth analysis of the the above information shows that brides-to-be tend tobook their main services more in January and February (we know this because they searchfor terms like ‘buy a wedding dress’ and ‘Wedding venues Kent’). In the main weddingseason, June, July and August the search terms are directed to last minute orders like‘buy top table gifts.’ Also the wedding guests are searching for ‘gifts for weddings’.

What is the average spend?£16,000, which means the weddingmarket is worth around £4 billion

Where are they getting married?66% marry in a Civil Ceremony34% marry in a Religious Ceremony

What is the average age?Single woman - 29 Single man - 31

1981 1991 1996 1998 1999 2000 2001 2002

351,973 306,756 278,975 267,303 263,515 267,961 249,227 254,400

1981 1991 1996 1998 1999 2000 2001 2002


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Know the Wedding Industry - the basics

Wedding polls...UKbride is one of the most visited wedding websites in the UK (source Experian’s Hitwise).The website constantly ‘talks’ to its members to get a valuable insight into trends, we askquestions that will help you to take your business in the right direction. Here are some of theresults from our extensive polls. Every question has been answered up to 5,000 times...

How long before the big day do youplan on booking your photographer?3 months 24.7%6 months 40.4%12 months 22.1%18 months 4.5%24 months 1.9%

How long before the big day do youplan on booking your venue?3 months 9.2%6 months 25.6%12 months 35.6%18 months 17.1%24 months 7.1%

Do you want to have your weddingreception in a marquee? Yes 9.1%

How many guests are invited?0-25 4.44%25-50 7.81%50-100 44.31%100-150 27.50%150-200 8.99%200 + 3.12%

How much are you spending onyour wedding?Not sure 20.72%£0 - £10,000 58.53%£10,001 - £20,000 20.14%£20,001 - £30,000 0.40%£30,000 + 0.21%

How much are you planning to spendon your Wedding Dress?Second Hand Dress 4.8%£0-£500 35.5%£501-£1000 43.8%£1001-£1500 11.4%£1501 + 3.5%

Are you planning on insuring yourWedding?Yes 19.4%No 28.0%Not sure 51.9%

Where are you planning on having ahoneymoon?Worldwide 38.4%Europe 11.2%The UK 5.0%We are not planningto have a honeymoon 7.5%Not sure yet 38.0%


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Where do you think you will find most

wedding services?

72.4% say onlineWhere do you think you will findmost of the services you need foryour wedding?Wedding websites like UKbride 72.4%Wedding magazines 8.1%Recommendations from friends 10.4%Local Wedding Fairs 9.1%

Would you like to be able to chatto wedding suppliers online(like Facebook)? Yes, that sounds like a good idea 87.7%No, that sounds rubbish 12.3%

What day are you getting married?Saturday 74.2%Sunday 6.5%Midweek 19.3%

Are you planning on getting marriedabroad?Yes 10.0%No 73.1%I am not sure? 16.9%

Are you moving into a new home?Yes 21.7%No 62.9%No, but we are going to improveour home for a fresh start 15.4%

When are you going to start bookingyour wedding services?I have already started 23.5%Within 3 months 26.1%Within 6 months 20.5%Within 12 months 15.1%Not for another year 14.8%

Would you consider cosmetic surgeryfor your wedding day?Yes, and I am having it 1.6%No way 74.1%Yes, if I can afford it 24.4%

How much of your wedding have youalready booked?Nothing is booked yet 76.2%Only my venue is booked 13.3%My Venue and Photo’s booked 3.2%Half of my wedding is booked 3.3%Most of my wedding is booked 4.0%

Are you going to need financial helpfor your wedding?Yes, I will need a loan 31.2%Yes, I will use a credit card 5.3%Yes, my family are helping 45.0%No, I am sorted 18.5%

How much has the credit crunchaffected your Wedding plans? Slightly 51.1%Not at all 19.3%Dramatically 29.6%


How to increase your Wedding Bookings - common sense

Six steps to improve your wedding bookings...Every business needs to have a marketing plan. However, most business owners are toobusy spending their time working on their basic craft and getting their work done to reallyput a lot of time and effort into a marketing plan. But creating a marketing plan does notneed to be difficult. Here are a few tips you can use when creating that plan and growingyour business.

1 - Advertise in Wedding Magazines (spend circa £4,000 a year).TIP: Always ask the enthusiastic Telesales Representative, to prove how they are delivered: mostwedding magazines rely on third parties to give them out, so some never end up in the bride’s hand!

2 - Launch and promote a Wedding Website (spend circa £5,000 a year).TIP: Ensure you read thoroughly the many books about; ‘Website Design’, ‘Search Engine OptimisationStrategies’, ‘Internet Regulations’ and ‘How to prevent spammers from attacking your website’.

3 - Attend Wedding Fairs (spend circa £2,500 a year).TIP: Dress comfortably! If you are exhibiting at a Wedding Fair, you will be doing a lot of standing around,be prepared for sore feet! Also take the Monday off as you will need to recover from the busy weekend.

4 - Advertise online (spend circa £3,000 a year).TIP: There are 240 million websites that are wedding related so ensure you advertise with the top ten. You can find these websites by searching on Alexa.com or contacting Hitwise (independent websitetraffic monitoring companies).

5 - Networking (spend circa £1,000 a year).TIP: If you can buy a list of brides-to-be this will give you a good head start. However, it is like looking for a needle in the haystack, as hardly any data businesses sell a list of brides-to-be!

6 - Send out brochures to brides-to-be (spend circa £2,500 a year).TIP: Be careful when folding your brochures as paper cuts are very nasty and drink plenty of water as licking envelopes is even nastier!

Where should you advertise?These are the latest popularity figures for various advertising strategies...

6Local radio Down 8.5%

6Local newspapers Down 8%

6National newspapers Down 5.9%

6Business-to-Business magazines Down 5.7%

6Local magazines Down 5.2%

6Sunday supplements Down 4.7%

5Internet advertising Up 23.2%

L

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Total £18,000


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How much will it cost me per month with UKbride?Okay, so a total spend of around £18,000 will increase your bookings! But many smallerwedding businesses don’t have anywhere near that budget!

UKbride can offer you all six advertising strategies as mentioned on page 10 for just... £39+ VAT per month for a 25 mile marketing radius of your business. No catches. We’re notscared of our prices, as it’s the equivalent of £9.00 per week - a fish and chip supper for two!

Step 1 - We will build a wedding website for you and you can even sell items online!

Step 2 - We will run an online advert for you in your chosen area!

Step 3 - We will give you a list of brides-to-be every month in your chosen area!

Step 4 - We will give you a double page spread in our online magazine!

Step 5 - We will let you ‘talk’ to our members en-masse!

Step 6 - We will place a listings advert for you ahead of your competition!

Okay, so that’s the price out of the way, but what doyou get for your money?

LHow can UKbride help you?

we provide a clear six step strategy (not easy to say)

25 mile radius for12 months

£39+VAT per month


£49+VAT per month


£59+VAT per month


£69+VAT per month

Choose a marketing area to suit your budget...


Before I say yes, why should I choose UKbride? How big is it?Big. Over 500,000 people visit UKbride.co.uk each year. It has been awarded aTop Ten Website Award for being the most visited wedding website in the UK fromindependent website tracking business Hitwise, which is an Experian Company.

How many members does UKbride have?Over 60,000 become members each year (around 5,000 a month). They join for freebecause they can Win a Wedding. They receive Free Wedding Planning Tools, they canview thousands of wedding dresses and loads, loads more! When they join they fill in a formwhich gives us their:

First and last name

Full postal address

Telephone number

Email address

Date of Wedding

Quantity of guests

Budget of Wedding

How can UKbride help you?We provide a clear six step strategy (not easy to say)

Analytics for www.ukbride.co.uk

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6000brides-to-be

joineverymonth


HALF A MILLION PEOPLE VISIT UKBRIDE

EVERY YEAR

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How can UKbride help you?What do I get for £39+VAT a month?

Step 1

We will build a website for your business on UKbride!

UKbride is a 24 hour online wedding fair, so we call these wedding websites E-Stands(a virtual wedding exhibition stand).

As 72% of couples search for their wedding suppliers online we’ll build a website for you.We will place your website on our website (as mentioned, one of the most visited weddingwebsite in the UK).

You can upload as many photographs as you want to and we will put those photographsinto our ‘Wedding Ideas’ section of the website to give you extra coverage, these arevisible to all UKbride visitors.

Uploading of images is very easy and very quick with our clever ‘Photo Uploader’ tool.

If you want a map to help people find you, we can add one for you. If you want to link toyour existing website, that’s not a problem. You can have all of your contact details andeven an ‘About Us’ page where you can write as much about your business as you wish.

If you are a Wedding Photographer we will let you upload every single wedding you attend,this will help you to showcase your skills. The weddings you upload will feature in our‘Real Weddings’ section which is visible to all visitors to UKbride. You can upload awedding and keep it private until your clients are happy for you to broadcast it Nationally.This is a much better way to proof your photographs to your clients and we have made iteasy for the family to order your photographs directly too.

This is an example of an E-Stand (UKbride mini website)

Shop


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Wedding Website & Shop

Can I customise my E-Stand?You can change the colour scheme of your e-standwhenever you wish and change the text on yourwebsite whenever you want to, it’s easy to do and youdon’t need any IT knowledge.

You can also add as many photos as you wish to yourgallery which is found on your E-Stand.

You’ll have a unique web address for your e-Stand,eg: www.ukbride.co.uk/supplier/davidhart.This means you can promote your E-Stand with youroffline (and online) advertising.

Can I have a shop and sell my products on UKbride?Yes. There is no additional charge to set up an e-commerce section for your website or topromote the products (we only take a commission when you actually sell items online).

You can sell as many items as you wish and they will be viewable either locally ornationwide. Ukbride takes the payment and lets you know when you have sold something.Once the bride-to-be says she is happy with the product we then send you yourpercentage of the purchase price.

We will help you set up your shop if you want us to: it’s really easy (and exciting too!)

Deluxe

Personalised

Ribbon

£39.95 per roll

Personalized

Votives

£65 pack of 12

Personalized

Lovesavers

- NEW DESIGNS!

£29.95 pack of 18

Personalized

Matchboxes

£45.99 per 100

Wedding Supermarket

Wedding Favours SpeechesBest Sellers Special Offers New Products Gifts

PCI DSSThe Payment Card Industry

Data Security Standard

We are registered with Pay Pal

We are an Accredited Retailer of ISIS

We are registered with Veri SIgn

We are PCI DSS compliant

Shop now >


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Step 2

Photographer with25 years experience

Your job is to enjoy yourspecial day, my job is toensure you have beautifulmemories for years tocome. See my e-stand,David Hart Photography.

This is the “My Wedding” page

and is the most used page for

our members. Here they can

chat to other brides-to-be and

use all of their wedding tools.

Brides have loads Wedding

Tools to help them plan their

wedding. This keeps them

coming back to UKbride


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Online Advertising

We will run an advert for you in your chosen area!

Once you have your website running on UKbride you need to promote it! For as long asyou remain a UKbride Online Subscriber you will also have an online advert.

Because the wedding business is predominantly local we need to push your adverts toyour audience. If your local business is in Cornwall there is no point in advertising toGlaswegian brides-to-be. UKbride is very clever: it knows where the visitor is from, even ifthe visitor is not a logged in member.

We target your adverts to appear to users within a 25 mile radius of your business,(and you can increase the area to a 50, 75 or 100 mile radius for a small additional fee.)

Like your E-Stand you have total control. You can edit the words and change the photowhenever you wish! You can even promote products that you are selling on UKbride.

Your advert will be on display throughout most of the website and visible to all users withinyour chosen catchment area.

When a bride-to-be clicks on your advert it will whizz them off to your E-Stand.



This is an example of an online advert



Step 3

We will give you a list of brides-to-be every month!

Okay, so you have your E-Stand and your Online Advert which are targeted to yourcatchment area - that’s great news! We know that 72.4% look for their wedding suppliersonline, but that means 27.6% don’t!

So if they don’t find us, we will find them!

UKbride is very clever (I think we already mentioned that). It will automatically send you alist of brides-to-be who joined the site in the previous month (we can supply them to youon weekly or even daily basis if youprefer, for a small additional fee).

Once you have received your list youcan see when they are getting married.Those who are marrying on a day thatyou can’t work can be deleted straightaway. Any that are getting married toofar into the future can be saved for alater date.

Those that fall into the right time frameand have the right wedding budgetcan receive one of your lovelybrochures, newsletters, special offers,invitations (to see you at a weddingfair) or even a competition to win yourservices. It’s up to you how you sendout your direct mail. But at least youhave control, at least you are notwaiting for the phone to ring.

If you prefer to run email campaigns orcontact them by phone, this can bearranged for an additional fee.

UKbride has the largest pre-wedding database

in the United Kingdom


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Database of Weddings

This is a fictitious example of our database of weddingswhich you could soon be receiving (except your list won’t be fictitious).

Is this legal?Yes. We can only send you the details of engaged couples who are planning a wedding in yourchosen area who have ‘opted in’ to receive information from third parties for Data Protectionreasons. We are registered with the ICO* as a ‘Data Controller’.

* The Information Commissioner’s Office is the Government body which is responsible for regulating and enforcing the access to - and use of - personal information.

25We guarantee

at least

leads a month(240 a year!)Y First and last name

Y Full postal address

Y Date of Wedding

Y Quantity of guests

Y Budget of Wedding


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Step 4

Our brides-to-be love weddings

and love planning the wedding too

UKbride taps into that market!


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Interactive Online Magazine

We will give you a double page spread in our cuttingedge interactive online magazine!

To recap, you now have your E-Stand, Online Advert and Leads. We are now going togive you a Double Page Spread in our online magazine called ‘Inspirations’. Before we goany further all of this only costs £39+VAT per month (and there are still some more goodiesto come!)

We will design a double page spread from editorial and photographs that you supply to us,this can include logos and full contact details too. We will then proof for your approval.

The Inspirations magazine is full of great ideas to help the bride-to-be plan their wedding.When they click on your advert or any of your photos, it will whizz them off to yourE-Stand.

The Inspirations magazine is viewable from the ‘My Wedding’ Section, this is the bride-to-be’s most frequently used page. They can click on the front page of our online magazine,which will zoom to fill their screen and then they can magically flick through the pagesonline just as though they are reading a ‘proper’ magazine!

For as long as you remain a UKbride Online Subscriber all of these facilities will promoteyour business to your region.


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Step 5

We will let you ‘talk’ to our members en-masse!

We have built into our huge website a ‘Wall’ this is where members can ‘talk’ to each other.As a UKbride Wedding Supplier we will let you post messages directly onto their walls(in your chosen area), as simple as typing a text and pressing send! This is instant, easyand effective. You can direct our members straight to your website or even ask them to callyou direct, it’s up to you.

You could send a message like “I have availability for August 22nd 2011 and I will offer thatday at half price, this is on a first-come first-served basis,” or “I am going to the White HartHotel’s Wedding Fair this weekend, whynot pop in and see my work!”

Beware though, as our members canblock you if you send out too manymessages. Subtlety is the name of thegame.

This is a direct approach and embracingone of the new technologiesin communication. How many textsdid you send 10 years ago?

You can send brides-to-bea message every week!^


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Online Networking

Write yourmessage hereand click send!

Online, clearinstructions willhelp you set upyour account

We have madeit really easy to

market yourbusiness!


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Step 6

We ensure your website is seen

we can even push you to the

top of the list


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Priority Listings

We will place a listing advert foryou ahead of the competition!

UKbride has over 35,000 wedding suppliers in its directorylistings. If you search for ‘Flowers in Fife’ or ‘Marquees inMerseyside’ there will be basic wedding suppliers’ listings(business name, address and telephone number). But ifyou are a UKbride Online Subscriber we place a premiumdisplay advert ahead of the basic listings!

Premium display adverts will be in alphabetical order but fora small additional fee we will increase the priority listing foryou towards the number one slot (this is a bidding system).

35,000UKbride has over

WeddingBusinesses inits directory


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We will build an e-commercewedding website for you!4 Customisable4 Editable4 Unlimited photos4 Unlimited text

4 Map (if required)4 All contact details4 Link to your website4 E-commerce option

4 Promote your website or your products4 Editable4 Targeted area4 Link to your website Optional extras

Increase area/frequency

Optional extrasIncrease priorityIncrease area

Optional extrasIncrease area

We will run an online advertfor you in your chosen area!

We will give you a list ofbrides-to-be every month!

We will give you a double pagespread in our online magazine!

We will let you ‘talk’ to ourmembers en-masse!

We will place a listings advert foryou ahead of the competition!

Here’s a reminder...

Y Y Y

Y

Y

Y

hartDDavid Hart Photography - Photos and Videos

Tel: 01205 354452 Main Street, Kirton, Boston, LN2 4US

Y 25 years experienceY Two photographers for your dayY Award winning photographer

Y Trustworthy and reliable

Y Quick turnaroundY Fully insured

Website l About Us l Gallery l Blog l Our Shop l Find us l Contact us

Nick Buckby Photographer Photographers - Photos and Videos Is this your business?Tel: 07768 452508 11, Staverton Crescent, Lincoln, Lincolnshire LN6 0YW Why advertise?

DE Photo Photographers - Photos and Videos Is this your business?Tel: 01673 866617 21, Merleswen, Dunholme, Lincoln, Lincolnshire LN2 3SN Why advertise?

KGP Photography Photographers - Photos and Videos Is this your business?Tel: 07946 650948 17, Cornwall Close, Grantham, Lincolnshire NG31 9PU Why advertise?

Ken Marshall Photography Weddings - Photos and Videos Is this your business?Tel: 01522 595488 17, Beresford Drive, Sudbrooke, Lincoln, Lincolnshire LN2 2YH Why advertise?

Memories Portraits Photographers - Photos and Videos Is this your business?Tel: 01522 800527 3, Gibbeson St, Lincoln, Lincolnshire LN5 8JP Why advertise?

Skylight Photography Weddings - Photos and Videos Is this your business?Tel: 01522 770584 3, Ascot Way, North Hykeham, Lincoln, Lincolnshire LN6 9NU Why advertise?

DJ Photography Weddings - Photos and Videos Is this your business?Tel: 01507 463755 28a, Station Rd, Alford, Lincolnshire LN13 9JB Why advertise?

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Mrs2be is really looking forward to her big day only7 weeks to go yippie!!!9 minutes ago · Comment · Like

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March< >2009

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30 31

The Marriage of

You have new messages

Mary-Louise & Thomas Parker

Y 05

Step 1

Step 2

Step 3

Step 4

Step 5

Step 6

£39From only

per month+ VAT

4 Supplied monthly4 First and last name4 Full postal address4 Date of Wedding4 Quantity of guests

4 Budget of WeddingOptional extrasIncrease area/frequencyTelephone numberEmail address

4 Links to your website4 We can amend if required on a monthly basis4 Targeted by region

4 Send a message every week to brides-to be4 Targeted area4 Link to your website

4 Link to your E-Stand4 Alphabetical order4 Choose 3 categories

Notes - Information correct at time of going to press (Winter 2009). Prices and package subject tochange. Errors & omissions excepted. Full terms and conditions available at www.ukbride.co.uk.

Publisher - Whitespace Publishers Ltd




- 27 -

75 mile radius

for 12 months £59+VAT per month

100 mile radiusfor 12 months

£69+VAT per month

Choose a marketingarea to suit your budget...

Larger marketing areas are available on request.


£39+VAT per month


£49+VAT per month


Increase your wedding bookings by

calling us now on 0800 112 3 112

More information available at www.ukbride.co.uk/advertise

Click on Watch UKbride Video!

Email: [email protected]


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