| Many wedding planners today think they can just rely | | | | 4) Avoid just making a sales pitch |
| on online marketing to attract brides. However, not | | | | The mailer shouldn't just tell a bride to call you to plan |
| everyone likes using the Internet and no one is online all | | | | her wedding. Instead, mention a service you offer and |
| of the time. Besides, you want brides to say, "I see you | | | | the benefits of those services. Then invite her to |
| everywhere." So it is a good idea for wedding planners | | | | contact you for a free consultation or to go to your |
| to reach out to brides using offline marketing methods | | | | website to get a wedding planning checklist that you |
| such as direct mail. | | | | have created. A bride won't hire you until she feels she |
| Here are 7 steps to launching an effective direct mail | | | | knows you and feels confident that she can trust you |
| campaign: | | | | to help her plan the wedding she wants. Use direct mail |
| 1) Determine who you are going to target | | | | to help her get to know you. |
| It's best if you mail to brides whose contact information | | | | 5) Start small and test |
| you have acquired yourself via networking and bridal | | | | Select a small number of names, send mailers and see |
| shows. These are brides who have met you so they | | | | if they are well received. Make a note when potential |
| are more likely to read what you send to them. | | | | clients call after receiving a mailing and ask what |
| If you don't have a list, you will need to purchase one. | | | | attracted them about your mailing; the content, the |
| There are many vendors who sell lists of brides and | | | | design or the offer for a free checklist or consultation. |
| grooms. Be very specific about what you want when | | | | This will help you determine what your mailings need to |
| purchasing. For example, if you target brides who are | | | | include or eliminate in the future. |
| in a specific profession, are a specific age, or live in a | | | | 6) Track your results |
| specific area, ask that you be given names that fit that | | | | As with any marketing or advertising campaign, you |
| criteria. | | | | will need to track results to see if you are getting a |
| 2) Plan to do it more than once | | | | good return on your investment. |
| You need to send a series of mailings in order to | | | | 7) Understand that direct mail works best when |
| catch the attention of potential clients. | | | | combined with other marketing |
| 3) Use postcards to keep costs low | | | | Direct mail alone may not bring you hundreds of clients, |
| Postcards are the least expensive type of mail to | | | | but it can be very powerful when combined with online |
| send, provided you stick to standard postcard shapes | | | | marketing, like your website, blog, and social networking |
| and sizes. Also, brides are more likely to read a | | | | sites, and other offline marketing methods like attending |
| postcard than open a sealed envelope and read a | | | | networking events and exhibiting in bridal shows. |
| letter. | | | | |