If I am asked about anything consistently it’s how to increase wedding venue enquiries. I am going to go deep into the topic. More specifically, how to make sure your wedding venue is by maximising all opportunities to make sure wedding venue enquiries are coming into the business.
You cannot be everything to everyone out there
Wedding venue enquiries from your ideal client
Firstly, have you identified your ideal client? You cannot be everything to everyone out there. Your wedding venue needs need to niche to the couple that you want to host weddings for. You can then concentrate all other efforts into funnelling that client to your venue.
It makes so much sense to focus on quality of weddings over quantity. It is more beneficial to have five weddings worth £20,000 than 20 weddings worth £5,000. Yes, ultimately, they will bring you the same amount of revenue. However by the benefit are lower staff costs, the elusive exclusivity factor, higher attention to detail and a much higher quality of booking.
Identify, market to and concentrate on your ideal client. You will be able to raise the quality and revenue of individual bookings, and give clients the quality attention they deserve.
Show up, consistently, and with purpose
Consider the decisions you make whenever you make a purchase. Very few are impulse buys. There is a reason that trends happen and items become the new must have thing of the moment. This is because you begin to see that item or brand everywhere you look. It takes several of these touch points (around 21 for big ticket items such as a wedding venue) for a consumer to make a decision to make a purchase. This article gives a fantastic breakdown of the customer journey. In brief, touchpoints can consist of low engagements and high engagements. Low include social media posts or an advert in a magazine. High engagements include a personalised email or a telephone call.
There is a reason why I advise all of my clients to pick up the phone to every single enquiry that they get and that is because no one else is doing it! Trust me, I have researched with venues all over the country with mystery shop visits and enquiries. Not one of these venues ever called me. If one of them had, they would immediately have jumped to the top of my viewing list!
In terms of social media, video is king. Linking back to the ideal client, identify where your ideal clients are spending time and get speaking to them directly. Go live on each platform and record videos to speak to them. In a world with little human interaction, making sure you or your wedding coordinators are consistently showing their face and chatting to your clients because people buy from people. They will already be wanting to meet you before they are even engaged!
In short – show up, consistently and with purpose.
Build a reputation for excellence by industry friends and clients will follow!
A great way to increase visibility and be known to your ideal clients in order to increase your wedding venue enquiries is to network with other businesses in the wedding industry who also work with these ideal clients.
Whether it is at local or national events, by building your reputation hosting gatherings at your venue, make sure you are getting both the wedding venue and your wedding coordinators names out into the wider world. Build a reputation for excellence by industry friends and clients will follow!
…each of the enquiries had a value of £4,000 – more than forty times the initial investment of being present on the directory.
It goes without saying at the very least that wedding venues are present on the growing list of directories that are available. Research the ones that are working for you though. One of the things I do in my venue health check is an audit of all of the directories that your wedding venues is listed on and more importantly how well they are performing for you.
In a recent audit of a venue I am working with, on the surface several directories were providing hundreds of wedding venue enquiries but none of them had converted. This meant the value for each of the enquiries was £0. For one of the more niche wedding venue directories they had received seven enquiries for the time they had been on the directory, but two of those enquiries had converted. This meant each of the wedding venue enquiries had a value of £4,000 – more than forty times the initial investment of being present on the directory.
If you’re confident in the directories that you have chosen to be listed on, make sure that you are keeping each of them up to date with fresh imagery and wording to appeal to your ideal client. This is another touchpoint that can be so valuable for very little investment.
…work with suppliers that have the same values and goals as you
The subject of recommended suppliers at venues is one that I am asked about most by both wedding venues and suppliers alike. In the research I have done, none of the venues that I spoke to had a commission system in place for their recommended suppliers list. I would say this is broadly true across the country.
For your wedding venue, work with suppliers that have the same values and goals as you. There is a reason that you see the same pockets of suppliers working together at different venues and that is because they all attract the same calibre of clientele. Think back over the past year as to which suppliers have made your venue look amazing and more importantly have been a dream to work with. Approach them to collaborate on styled shoots and invite them to your open days. Build the relationship to make sure that your wedding venue is the one that they recommend time and time again.
Have everything ready at the drop of a hat for the walk ins that will inevitably arrive
Is your literature up to date? I would advise that a new brochure is commissioned at the end of every year to hit January with a bang. New photos, new pricing and brilliant copy will stand you out against all ofthe wedding venues local to you.
Have everything ready at the drop of a hat for the walk ins that will inevitably arrive – if you have a reception area at your wedding venue have brochures to hand right there. If you are open for longer hours than your wedding coordinators work, make sure that any person that walks into the building has an opportunity to walk away with some information about their wedding day with you. Every single person entering the building could be a wedding venue enquiry. Maximise the opportunity to sell!
Shout about your success!
Reviews and Recommendations
Shout about your success! Word of mouth is absolutely the strongest tool you have in your marketing strategy. Share snippets on social media, your website, your brochure – anywhere you can!
One of the most successful wedding venues that I have worked with had a phenomenon that I had never seen before. This was that clients would come and book their wedding with the venue because they had attended a wedding at the venue. The more common stance would be that they wouldn’t want the same as someone they knew but in fact, they wanted exactly the same!
This does present some challenges interms of pricing and the product that you offer, but nothing that is impossible to overcome.
I hope that these tips to foster wedding venue enquiries will help you this January. If you want to chat, feel free to drop me a note on firstname.lastname@example.org, or find me on social media– Instagram, LinkedIn and Facebook.