Tara Murney It iss quite easy Being Green

The buzz phrase, ‘Green Events,’ might already sound overused to some of us. Believe me, this is only the beginning.

You may not realize that brides, are beginning to take an significant interest in making their wedding eco-friendly, and that this often includes their choice of vendors. As one begins to learn more about becoming an eco-friendly business, you will understand that this orientation can be as good for business, as it is for the planet.

In this video podcast, produced at the Wedding MBA, Tara Murney (A Green Tie Affair), is interviewed by Brandon Mulnix (Modern Photographics & Western Michigan Wedding Association). Tara very succinctly defines the meaning of ‘Green Events,’ and goes into some detail about the range of options for business and clients make events more eco-friendly.

Andy Ebon
The Wedding Marketing Blog

Don’t violate the ‘no surprise’ rule

Last week, when I presented, “Marketing and Selling to the 21st Century Bride” to Las Vegas NACE, i emphasized the importance of relationships and communications as key factors in surviving and prospering during current economic downturns.

During the Q & A period we transgressed into the area of ‘vendor meals’ and other side issues.

Rather than rehash the discussion, there was one strikingly clear comment made to me, after the meeting, by Frank Gregory, CPCE. He said, Andy, “It’s not that a Catering Manager objects to providing meals for the appropriate vendors (as agreed to by the client). It’s that we when we are about to open a room to 250 guests, we don’t want to be surprise.

What the catering contact needs is communication, early in the week, to make certain that the client has included you in the head count, and listed you for seating. Then we can confirm it, and it’s a very minor item.”

The bottom line is: No Surprises

If you like be referred by venues, it’s important to make their life easy. You can do that by communicating clearly, and several days in advance.

Or, face their wrath!!

Andy Ebon
The Wedding Marketing Blog

Marketing Tidbits: Website Chat

Hi there!   This month we’re going to be continuing our discussion on different ways to getting more sales, this time through making yourself more available to your customers in a more unique way – “Live Chat”.

How many times have you ever had a question and needed help? Maybe your internet was slow (like mine is) and you used it to communicate with your ISP, or your thinking about ordering flowers for your anniversary and you used their live representative to help answer questions…

What if you offered something your competition didn’t? You decided to take a gamble, make an investment and take Roberts’ advice to add a Live-Chat software to your website.  Overwhelmed? DON’T BE ! I have done all the research for you, found a company that would take my advice and expound upon it to meet and exceed the current expectations of those using my existing Chat Software which was in Beta Mode as an Outside The Box project, being tested by recognizable DJ names like Scott Faver, David Hanscom, Jay Smith and a few others.

I told you I did the research… I even worked out a deal for you! My friends at ChatStat Technologies have agreed to continue advancing their software – so here’s the scoop of what I scored for us:

... these are the add-ons they and all other chat services make their money on...

Feature	Price per Month
Icon Editor	included ($5 value)
Popup Control	included ($5 value)
Logo & Conversation Window Control	included ($5 value)
Remote Screen Access	ADD ON – $20.00
Language Translation	ADD ON – $20.00
Web Statistics	included ($5 value)
Callback System with Skype	included ($5 value)
Auto Chat Invitations	included ($5 value)
Operator Seats (per operator)	BASE PLAN $20.00
Department Manager	included ($5 value)
Chat Transcript Preservation	included ($10 value)
Multiple Website Support (per site)	included ($10 value)
External Chat Link	included ($5 value)
Page Thumbnails	included ($5 value)

Only $20 per month… That’s a $75 Savings Per Month! Just because I worked out a special deal with Nick, the company’s owner and now good friend of mine, he has given me his personal word and guarantee that as a full-time company that values our business – they will continue working to improve the service based on our recommendations and feedback!  Their goal is one industry at a time, my goal is to make us the first industry they hit hard and really see if they’re up for the challenge!

Ready to signup? To get started simply click here and create your FREE 30 DAY TRIAL <— Must use this link to receive this offer * THIS IS NOT AN AFFILIATE DEAL, ONLY FOR TRACKING THIS PROMOTION, YOU HAVE MY WORD! * and see how easy it is to get started.

W A R N I N G : This is only for those serious about their business, who don’t mind being available to potential and current customers while sitting in front of their computer anyways.

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Upgraded tonight

* Logo & Conversation Window Control templates will now allow for the customization of searching for operator text, help text, question text required option, hide operator selection and hide department selections.

* ChatStat spell checking will be included allowing you to correct spelling errors as you type.

* IP blocking is now also added to the operator chat window to prevent malicious visitors from flooding your operators with chat requests.

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Upcoming (est. 90 days till release)

* MOBILE VERSION IN ROUTE
* MAC VERSION IN ROUTE
* widget and apple iphone specific clients in route
* Program GUI will be written in 16 languages for world-wide use

Terminating staff as a motivational tool

Employees (full time and part time) often have quite a different view of the business climate, and their own self worth, from business owners or upper management.

One of the annoyances for small business owners, when times are challenging, is the feeling that you are marketing to generate work for your staff, but, at the end of the day. there isn’t much money left for you. Even worse, when you call in a DJ for an assignment, too often, their first response is ‘about the money’ rather than thanking you for the work.

Perhaps NOW is the time for an all-staff meeting with all your troops to bring them current on the economy and your business climate.

Everyone needs a reality check, and should hear what actions you are taking to keep your business percolating. Even more important, all staff and DJ/Emcee talent need to hear from you, clearly and directly, what is expected from each individual, as part of an overall team effort. Specifically, you need to communicate what actions, small and large, will contribute to ongoing prosperity for everyone.

REALITY CHECK: Some people don’t get it! Don’t confront them in a group meeting, but make a mental note of it, and speak with them, individually, to make your case.

HERE’S A RADICAL THOUGHT: If need be, fire someone! When the workload suggests cutting back, you may have to let someone go. It is, of course, not fun to let someone go, just because business is slow.

However, if a staff member is not pulling their weight, don’t think that other employees don’t notice. Overlooking or tolerating second rate effort by one or more brings morale down, throughout the entire company.

Am I suggesting firing someone may be a motivational tool. Yes, that’s precisely what I’m suggesting.

Firings, if deemed necessary, should be handled quietly, clearly and swiftly. Then, depending on the circumstance, you should communicate, to the rest of the team, why a termination occurred. It is better to have nine, highly motivated, busy employees, than ten people, with not-quite-enough-work-to-go-around.

Tough times require tough decisions. Is this a marketing issue? Absolutely! The people who work for you should appreciate how hard you work to make the cash register ring. Sometimes they don’t. Enlisting their total effort and attention in reliability, relationship marketing, and performance is what’s needed.

Prosperity covers up all kinds of waste and incompetence. Today, you need to be a lean and mean marketer and manager, surrounded by highly motivated, competent, positive, and appreciative employees. Anything less should be unacceptable.

All hands on deck!

Andy Ebon
The Wedding Marketing Blog

The radically imperfect wedding budget

It may come as a surprise to you that brides typically spend almost 50% more than they have budgeted (Source: The Wedding Report).

Across America, the average wedding budget is about $20,000. The actual wedding expense totals almost $30,000.

Sometimes you’ll find that if your product or service is key to the success of the wedding reception that you are one of the budget-busters. But don’t expect the sale to just fall in your lap.

Clearly, DJ entertainment and emcee services are a more critical element than favors, for example.

If, at this late date, you’re not taking credit cards, you’re prehistoric. If, in a sales situation, you haven’t found a soft way to remind your prospect that you take credit cards, you’re leaving money on the table.

If you believe that your disc jockey service is the right fit for the client, then closing the sale is the right thing for both you and them. That is a good match. That is value.

It’s a simple sales tool. Don’t forget to use it.

Are you focused on the doughnut, or the doughnut hole?

A major challenge in today’s world of wedding marketing is the veritable unlimited number of choices to invest your time, money and marketing dollars.

Disguised as the wedding-marketing-doughnut are opportunities such as: The newest entry of bridal show or wedding publication into your market, bartering clubs, networking groups, trade associations, directory websites or leads exchange groups.

STOP! These are a ‘fool’s doughnut,’ not an actual ‘wedding-marketing-doughnut,’ These are, in fact the doughnut hole.

Ask your self this question: “Am I doing everything possible to follow up on existing leads, to make an appointment, and close the sale?”

‘Everything possible would mean actions, such as: Making an action plan for exhibiting in a wedding show, freshening its presentation, prepping and training your staff, making appointments (or sales) at the show, following up with phone calls and/or email after the show, offering a wedding showcase at your facility….. Shall I stop now?

If your marketing execution is passive: See who calls in from ads, inquires via the web, or stops by your trade show booth, then you’re kidding yourself.

Any of the aforementioned ‘wedding-marketing-doughnuts’ that will create more leads are not really the doughnut, they are the ‘wedding-marketing-doughnut-hole.’

The ‘wedding-marketing-doughnut’ is lead follow up, precise leads tracking, prospect appointments, closing sales, improving your product or service, tweaking your website, and a couple of dozen other actions.

Bottom line: Most businesses don’t really require more leads. The require incremental improvement in their business, and better execution of the sales process.

Don’t confuse the ‘wedding-marketing-doughnut” with ‘wedding-marketing-doughnut-hole.” It will be a costly mistake.

Costly mistakes can be absorbed in prosperous times. Right now, you can’t afford to throw good money at bad marketing.

Andy Ebon
The Wedding Marketing Blog

What’s Wrong With This Picture?

Black Bear Diner is one of my favorite breakfast places. I had a morning meal there, last Friday, with Jodi Harris (The CEO of Fun, Sight’n'Sound Events). It’s a relatively small chain of restaurants (38 locations) that feels like a local establishment.

Everyone is courteous. They recognized you when you arrive. The waitresses know your ‘usual,’ and refill your coffee cup with need to be asked. The portions are generous and the prices are moderate. What’s not to like?

Now, as the headline says, “What’s wrong with this picture?.” Look closely. It’s the wimpy, wilted lettuce, underneath the orange slice. Friday, I ordered multi-grain pancakes with strawberries and sugar-free syrup (it’s a diabetic thing). The garnish is a fresh orange slice on a wimpy, slice of wilted lettuce.

I understand a leaf of lettuce with a burger and fries. What is leaf of lettuce doing on the underside of an orange slice, with pancakes? I mean really. It’s incongruous, it’s bizarre. It’s contrary.

And it’s not even a fresh, crisp lettuce leaf. It’s wimpy and wilted. I have now taken to asking the waitress-of-the-day (Friday it was Deane) to banish such wimpy, wilted lettuce from my plate.

The truly humorous thing is that when asked, “So tell me, what’s the history of putting a wimpy, wilted leaf of lettuce under every garnish?” the answer is something akin to “I don’t really know. We’ve always done it this way.”

In this case, the wimpy, wilted lettuce is not going to stop me from patronizing the Black Bear Diner, but it raised a bigger question.

What does the “wimpy-wilted-lettuce factor” have to do with Wedding Marketing in your DJ Entertainment business?

What little thing are we doing that is annoying our customers and could be changed, simply, without a cost factor or any great effort? What are your doing ‘because you’ve always done it that way or just haven’t given incremental-improvement, much thought.’

• Are you a DJ who is sloppy about taping down wires? Do you use grey duct tape, when black stage tape would make a better appearance?
• Does your crew set up gear, dressed in a t-shirt and ragged jeans? How about a custom company polo short (with logo), and khakis?
• Does your DJ seek out the Banquet Manager or Catering Manager, immediately upon arrival to ‘touch base’ or just wait until they poke their head into the room.
• Does your website have photos that take 3 minutes to load because they are processed 5 years ago? Are your testimonials from 1999?
• Do you do a good job for the client, but never properly acknowledge a referral?
• Do you only call clients and peers to ask for something or to vent? How about calling just to see how they’re doing, and not to ask for anything?

It’s no secret that there are some challenging times ahead. Distinguish yourself by doing little things well.

What’s your wimpy-wilted-lettuce factor? Identify and fix it. No fanfare.

And another thing… I never mix my soul food with caviar pie!

Andy Ebon
The Wedding Marketing Blog

PS: If you live in the Western United States, go visit a Black Bear Diner near you. And if you see wimpy, wilted lettuce, point it out. And tell them, Andy from Las Vegas said, “Take it off my plate!”

5 Great Wedding Marketing Tips for Challenging Times

5 solid wedding marketing tips to boost your business, NOW!

1. Develop a simple email newsletter about your business to send to past clients. Be in touch, perhaps quarterly. Past customers are a great source of referrals, but YOU have to stay in touch.
2. Order Thanksgiving cards, not Christmas cards, and send them to wedding industry contacts. Be the first in your market to touch base for the holiday season. You will stand out, and perhaps receive some December referrals with this strategy.
3. Identify five great contacts who refer you significant business and take them to lunch or coffee. Talk movies, ask about them, and simply show your appreciation. They’ll ask you about business, just let them bring it up. When they ask about how they can help you, make sure you ask about how you can help them.
4. Be relentless about giving thanks for referrals. THREE TIMES: When you receive the lead. When you book the business. When you complete the work.
5. Stoke some great employee morale. Enclose a short thank you note with every paycheck. Give some specific praise about work done during that pay period (i.e. great poise shown with a difficult client, pinch hitting for an ill co-worker, staying late to get some task done, etc.,.). Catch people in the act of doing a good job.

Have a great tip of your own. Share it here, in a comment.

And…. if you have not already done, subscribe to this blog by email or RSS. And, share the site with an industry peer.

Andy Ebon
The Wedding Marketing Blog

Recession Wedding Marketing Tip: Don’t Participate

For many people, 2008 has been a lousy year. As of the last week, it looks like things will become more difficult before they improve.

There will be big headlines and bad news throughout the printed and electronic media. Pundits will be interviewed on the cable news channels. Some will speak in jargon. Others in plain English. All will give advice.

Here’s some plain English wedding marketing advice, even thought you didn’t ask. Don’t be Chicken Little when it comes to wedding marketing and your business. If you believe the sky is falling, and act as such, it will fall on you.

One thing is certain. Some businesses will be left, dead, at the side of the road, over the next year or so. Job 1 is to not be part of that group. Job 2 is, not-just-to-survive, but to prosper.

80/20 Rule – As it applies to type of business you do.

This is likely not the time to add a whole range of services to your business. Concentrate on what brings in the most revenue, and what your company is recognized for.

Do not attempt to put your peers on a crash course of other services you are now-going-to-provide-in-hopes-of-more-income. Rather, be laser-like in your approach.

80/20 Rule – As it applies to the calendar.

Some markets have specific wedding seasons. Others, in steadier climates, have only mild shifts in demand during the year.

If January is not wedding season in your market, but May is, then focus on closing every sale for a May event. Sell out every Saturday, and book every possible off-day event on Sundays, Friday evenings, or whatever the prospect chooses.

The market will not change for you in January, now matter how much you ‘will it.’

80/20 Rule – As it applies to the clients’ needs.

Despite what each of us may want to believe, not all wedding services are equally important to its success. Event people who are wealthy, are less prosperous today, than yesterday. This may not truly affect their ability to pay for their only-daughter’s wedding, but it affects their comfort level with spending money. Their mental outlook becomes their actual behavior.

It may be common sense to note that cutting the guest list is the fastest and most efficient way for the bride to conserve money. However, weddings are an emotional buy, and often times there is a cascading effect of bad decision making when under stress. Everyone’s stress has just grown geometrically.

For example, people in the wedding favor business may have a very tough sell. In my view, there is probably no category of wedding expense that is easier to do away with than favors. On the other hand, the dollar investment in music and facilitating the wedding reception become even more important in lean times. One can have a champagne and cake reception on a shoestring budget, but people will remember whether they danced and had a great time.

80/20 Rule – As it applies to your referral base.

80% of your referrals come from 20% of your contacts. Believe it! Now, as you appropriately reconnect with your referral base, don’t beg or grovel for business. Ask what you can do for them. Shock them by asking for NOTHING, and offering YOUR assistance.

Everyone is, or will be, feeling the pinch. If you think of yourself, first, always, you’re missing the essence of relationship building. Quality networking is getting together with your peers and strengthening those relationships.

Start a monthly breakfast club with your best networking partners (one in each wedding service category). Make the group people you can talk openly with, and confide in. Talk business, problems, opportunities, and mutual support. It can be organic or it can be structured. Just surround yourself with positive people who run quality businesses.

That’s enough for one post. As always, think about what I’ve written, and filter it, as it applies to you. Then take massive action.

One more thing… Don’t watch or read too much bad news. It’s bad for your outlook. Go see a comedy. Watch football or your favorite TV show.

Andy Ebon
The Wedding Marketing Blog

Blogging and Web 2.0 – Video Podcast from Wedding MBA

This video podcast, is the second in a series from Brandon Mulnix (Modern Photographics) from West Michigan Wedding Association, recorded at the Wedding MBA.

Brandon interviews Andy Ebon of The Wedding Marketing Blog. The 8-minute segment covers some of the questions addressed in his general session presentation on blogging. Also, Brian asks Andy to do some crystal-ball-gazing about the near future of the web.

Andy Ebon

The Wedding Marketing Blog

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