We are so excited to present this guest post from Lindsey Nickel at Lovely Day Strategy! Being an expert on Marketing to Millennials in the wedding industry is crucial to the success of your business. The strategies that worked five to ten years ago are often times no longer relevant when marketing to millennial couples. Please join us as Lindsey shares her best tactics for marketing to millennial couples in this blog post!
Let’s start with who is a millennial. The term millennial is a person born in the 1980s or 1990s, according to Webster Dictionary but they are also referred to as Generation Y and Generation Me. They tend to be tech savvy, close with their parents, hardworking and are very comfortable with the internet. When it comes to weddings, they are getting married later in life, have social media prowess, and want personalized experiences. By understanding who they are and their values, you will be able to speak to them in your marketing and turn them into paying clients.
Millennials have always known a world with technology and therefore are very comfortable using the internet to do research and contact vendors. Prompt responses are essential with inquiries from millennials. Consider an automated email response with preliminary information, so that they know you received their inquiry and they can learn more about your services. This can easily be done through HoneyBook. You can use this http://share.honeybook.com/fQRlP code to get 50% off at Honeybook.
Millennials are very in tune with social media, so be sure that all of your social media accounts are current and active. You won’t look professional if you’re last Instagram post was two months ago. Consistency is key, so map out a content calendar to ensure your social media is always current.
Millennials will definitely visit your website and remember, they have been looking at websites their entire lives. Take time each year to update the photos, services, testimonials and other pages of your site. Aesthetically pleasing and easy to navigate websites are important selling points. It is essential that your website is mobile friendly. I repeat, your site MUST be mobile friendly. Your homework after you read this article is to pull up your website on your phone and see if it is mobile friendly.
MULTIPLE PEOPLE PLANNING
Millennials are often close with their parents, so don’t be surprised if one of the moms is also involved in the planning. Parents are still playing a role in paying for weddings, but it’s not unusual to see millennial couples (especially older ones) paying for at least some of it themselves. Once you talk to the couple, it if it is clear that a mom is very involved in the planning, offer to do a separate call with her as well. It’s not uncommon for the mom and couple to jointly attend meetings and make decisions.
As much as millennials love technology, they still appreciate and want personal touches.
After your automated response to their inquiry, follow up as soon as you can (within 24-36 hours) with a personal response. In the response you can send photos of other weddings you’ve done at their venue, answer their initial questions, or let them know that you are available on their date. During the wedding planning they are looking for how their wedding is going to be different and memorable. It is now common to see an experience (such as the meal or dancing) and the importance of friends and family, together as top priorities.
To help you get started with marketing to millennials, I have a free download for you call Six Must Have Online Tools. Head over to lovelydaystrategy.com to grab it now.
Lindsey Nickel is a wedding planner at Lovely Day Events and wedding business coach + consultant at Lovely Day Strategy. After seven years as a wedding planner she expanded and launched Lovely Day Strategy to help wedding entrepreneurs be successful, balanced and have fun in their businesses. Based in Napa, Calif. she is a Bay Area native with a passion for outdoors adventures and travel. Lindsey’s work is featured on CNN.com, Style Me Pretty, Brides and more.