(It’s December and we’re working on the 2013 ACTION PLAN.  We, here – at Sage Wedding Pros – don’t mess around.  So catch up with the series if you’re just getting started.)

Last week we did a marketing review of 2012. This is what you’ll use as your springboard for planning 2013. Over the next couple days let’s set some marketing goals for the upcoming year. (You’re welcome to plan further out if you want.)  Today, the focus is on:

  • Your Client
  • Your Services (or Products)
  • Pricing

Who are you selling to?

Identifying your target market – or your ideal client – is critical in determining how you are going to get your services/products in the right hands. It’s also going to ensure that you work with people you like.  If you’re working with the wrong people, you’re going to do bad work.  Bad work is a direct route to business failure.  FOCUS on the RIGHT CLIENT for YOUR SERVICES so that you can do your BEST WORK!

Answer the following:

  • Who is your IDEAL client?
  • Who do you want to work with in 2013?
  • What do you like about these people?
  • Who do you NOT want to work with in 2013? (How are you going to ensure that you are NOT working with the wrong people?)
  • Where does the ideal client go for information? How do they make decisions?
  • What are these people’s “pains”?  What are their challenges?  How you can you resolve a need in this market?

What are you selling?

Let’s spend some time thinking about what you’re selling. It’s easy to go back and DILLY (do it like last year). THINK NEW.  Reexamine the vision you have for your business. What do you want this business to evolve into? This is a good time to redefine your services and/or products.

Core philosophy, vision, and mission statement are so closely tied to your services. What is it that you want to be known for? And – how do your services represent that? Here are some things to consider…

Are your services “packaged”?

PROS of packages: clients can generally understand what you offer easier
CONS of packages: may limit your ability to work “outside the box” for the client

  •  If you bundle your services (aka “packages”) how will you structure your packages in 2013?
  • How can you make the packages easy to understand? (Are they TOO technical?)
  • How can you put in more sizzle?
  • What are some things that have been included in your packages that are too laborious – or that a client can easily take advantage of?
  • How can you add more value? A better experience?
  • How much time are you spending on each service?
  • Are your packages priced appropriately?

Are your services “custom”?

PROS of custom services: allows you to have free artistic reign over an event
CONS of packages: can be ambiguous to potential clients who aren’t accustomed to this freeform method of artistry

  •  If you don’t have pre-set packages (aka “custom”) how do you communicate your craft, creation, artistry?
  • How do you build trust for the potential client to trust your vision?
  • How much time are you spending on each service?
  • Are your services priced appropriately? When you propose the cost to the client, how astute are you at determining the costs without shortchanging yourself?

There are a couple traps that you can fall into with your services:

  • not doing something different
  • being a jack of all trades

What makes this special?

We see these amazing trends and want to replicate them. But, we are sitting in a sea of sameness. HOW WILL YOU BE DIFFERENT in 2013? This can be some revolutionary innovation your bring to the industry. Or, it can be in small yet significant touchstones that makes your client services amazing. How will you set yourself apart in 2013? What are your competitors doing that you can do different?  (Do a competitive analysis if you haven’t done so in a while.)

Are you all over the place?

It’s better for your offering to be tight and consistent instead of offering the world to a client and not performing at the best of your ability. If your specialty is in film photography, then stick to that. You don’t need to offer film and digital. Focus on your strengths and build your business on them.

How are you selling?

Are you confusing the client? We tend to talk in technical terms in this industry. RFP, STD, Pantone, BEO, AV, F&B. We also set up our “packages” with wayyyyyy too much technical jargon and detail and very little sizzle. Brides and grooms are looking for a wedding experience. How do you communicate the experience of working with you? Do you have them envision the wedding with you as their client?

A FREE download to help you…

I’ve put this into an easy-peasy free download for you.  Download it here:

Sage Wedding Pros – 2013 Action Plan – MARKETING PLAN (part 1 of 2) – FREE DOWNLOAD

Now that you’ve identified your target market, your niche, your services/products, and your pricing… it’s time to think of how you are going to market yourself.  How are you going to promote your business?  Let’s discuss that tomorrow!