Photo (above): Photographer: Julie Dewulf Photography
But don’t let this phenomenon discourage you. “Price only” can never be the deciding factor for a consumer who is looking for quality — and that is exactly our target audience at House of Weddings.
To curb shopping behavior, for example, we recommend in all our articles & checklists to contact “(only) your favorite supplier” and to be upfront about the available budget. We communicate your strengths and try to make you shine as much as possible — across all our channels. We like to keep the consumer’s focus on quality.
What can you do to stay one step ahead of “shoppers” quickly, and still bring in lots of bookings?
1. Build brand awareness AND brand PREFERENCE: when a couple is considering hiring a supplier like you, or going to look for a wedding dress in a store like yours, you need to make sure you’re “top of mind” for them — and that they’ve already “decided” in advance that they want to work with YOU. Because you have a good name, because you’ve hosted the most beautiful celebrations, because… So invest in building a strong brand (editor’s note: in that sense, your membership with House of Weddings is already a great start!), showcase your beautiful portfolio, and make sure you guide your future clients smoothly through your quote — all the way to that signature.
2. Focus on the experience: couples look for suppliers who can offer them a unique and unforgettable experience for their special day. So be sure to highlight your distinctive or exceptional services, experience, expertise, and high-end quality.
3. Offer excellent customer service: with the uncertain economic climate, couples want to work with suppliers who are reliable and helpful. Be approachable, respond quickly to questions, and always go that extra mile — so your clients truly feel valued.
4. Be transparent: with the current slowdown in Belgian economic growth and the fact that consumers are keeping a closer eye on their spending (editor’s note: also see our article about delayed bookings this year), couples are looking for suppliers who are transparent about their prices and services. So make sure you have clear, easy-to-find information ready on your website or in your initial communication with potential clients. That way, they immediately know what to expect, and you don’t lose more time if they decide to go another route.
5. Offer different packages: by offering multiple packages and/or à la carte options, couples can often more quickly find the package that fits their wishes AND budget. Tip: people often choose “the middle one” ;-)
6. Differentiate yourself: find ways to stand out, for example through your website, social media, branding, marketing, or services. Repeatedly emphasize what makes you unique and why couples love choosing you. Collect reviews from couples who enjoyed working with you; this helps you build a strong brand, after which (the lowest) price will matter less.
Best of luck!
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