A couple weeks ago I had the honor of speaking on pricing strategies at Posh Retreat, a filmmakers retreat and workshop for women in Cancun Mexico.  This was a real treat for me.  For starters, I love speaking and I love teaching.  Also, it was a privilege speaking to a group of women business owners.  I love all you fabulous men out there, but let’s be real, we ladies have come a long way in the last several decades in our careers.  I have a lot of pride for my fellow fempreneurs!  Lastly, I’ve always secretly wanted to be a filmmaker so it was fun for me to see the inner workings of their craft.

Posh Retreat 2011

Posh Retreat is one of the best conferences I’ve ever had the privilege of speaking at or attending.  The seminars were informative and extremely valuable.  And, the participants were welcoming, fun, and generous.  And, not much needs to be said about the beauty of the Riviera Maya!

What blew me away is the talent coming from female filmmakers.  One of my favorite parts of the conference was viewing short clips of the participants’ work.  WOW.  The women of POSH bring creativity and artistry that is revolutionizing the wedding industry.  The emotional depth that the films brought to each event was moving and inspiring.  The storytelling was original and uplifting.

Truth be told, before getting married I didn’t understand the value of the wedding film.  And, not until I was in the industry for a few years did I really understand the need for a good wedding film or what made one different from another.  Now that I know better, I have a hard time understanding how two people could marry and NOT have a wedding film.

Here’s why…

When Andy and I married in 2004, we hired a videographer.  Being naïve to the importance of videography, this was a last minute service we added on.  What I didn’t know before that night that we married was that Andy’s 95-year-old 4’10” granny would stand up and give us the most beautiful impromptu toast about how we found ‘the rainbow connection’ in eachother.  It was the most beautiful thing I’ve ever heard in my life because Granny was one of the most beautiful ladies this world has ever been graced to have.  It meant so much because she and Andy shared the Muppets as an interest when Andy was a ‘small tike’ as she called him and the two of them had a very special bond.  Granny passed away a couple years ago.  I’m so glad we have this beautiful memory preserved on film.

I think we have some work to do.  Many of us in the industry understand the importance of the wedding film.  But, some of us aren’t there yet.  If you fall in the latter category, I want to ask a favor of you.  Spend a little time this week visiting a few of your local (or not-so-local) wedding videographers’ websites.  Learn a little bit more about their craft and their artwork.  Educate yourself on what a wedding film adds to the wedding experience.  It’s important for us as an industry to elevate this segment of the wedding industry in order for the engaged couple to value it also.  It starts from within.

I’m so very inspired by you Poshettes!  Thank you for such the special opportunity to collaborate with you.

INNOVATE AWAY, I SAY!

Not everyone will incorporate the royal wedding trends into their wedding business.  For every innovator we see follow the royal path, we will see another innovator create their own path.

Here’s an example based in the industry’s recent history…

In the last few years we have seen some incredibly creative innovations that wove the trend of the rustic styled wedding.  But, there have also been some fantastic innovations in the opposite styling with an emerging trend of weddings designed with an Indian influence.  They both have importance in defining the trends of our industry.  They each individually appeal to a very different type of business and client.

You really can go anywhere you want…

While there is no doubt that royal wedding fever has come… this doesn’t mean that your business needs to be defined by it.  Like we discussed on Wednesday, you need to look back to your core ideology and see what is the best fit for your business in terms of what trends you take on, which you turn away from… and more exciting: which trends YOU define.

I want to know what you think… will you incorporate royal wedding trends in your business?  Or, do you have plans to innovate upon something else?

Source: Flickr // Copyright All rights reserved by The British Monarchy

This week we are discussing the Royal Wedding from a business perspective.  What impact will the royal wedding have on your business?  You’ll want to revisit our post on how trends happen and deciding if the royal wedding trends are a match for your business.

Ultimately, it comes down to your client.  More specifically, it comes down to your target market.  Who is YOUR bride*? What is their taste? What is their personal style?  What sort of trends do they gravitate towards?  Who do you like working with?  What type of client is generally drawn to your business?  What will this client want to incorporate from the royal wedding into their business?

On Tuesday, we chatted about the early majority of the population as being one that will incorporate trends that the innovators and early adopters have established.  They see a trend and jump on it fast.  And, then there is the late majority that will be slow to embrace changes in wedding styles.  They see a trend and may like it, but may be apprehensive about taking a risk.

I want you to think about your clients. What exactly are they like?  And, how quickly do they warm to trends?  Here are some questions to help you:

Does your client tend to be an “early” adapter to trends?

• Is she the bride* that is very tied to up-n-coming fashion trends?
• Does she dress in a fashion-forward style?
• Does she bring you images of trends in other markets? (markets that are a couple years ahead of your city or town?)
• Is being a trendsetter important to her?
• Do you have brides that are turning away from the rustic/vintage trends** and are looking towards more color and vibrance?  Or possibly some royal trends?

If your bride is an early adapter you are going to have clients coming to you for royal trends NOW.  This bride is going to want to incorporate some elements from the royal wedding this summer.

Or is your client a “late” adapter?

• Is your client more traditional in her approach?  (Not necessarily traditional in her style but cautious in her adaptation to trends.)
• Does your client tend to be “safe”?  (She isn’t quick to try something totally different.)
• Do you tend to have brides who will incorporate things from her friends’ weddings?  (Because she saw it there and thought it was fun/beautiful/amazing/interesting.)
• Do you have clients who are tied to local trends?  Not as interested as what’s happening at the national level?
• Do you have the bride who wants to incorporate rustic/vintage** chic trends into their wedding next year?

If your client is a late adapter you will slowly see them evolve into the royal wedding trends over the next 3-4 years.  There will be some elements that they feel are “safer” and they will feel more comfortable incorporating them early on.  Other trends will take a while.

And… what if your bride is not one that would EVER take on any of the royal wedding styles?  What if that is not your niche – nor is it your client? Well – then you may just have an innovative business that is creating its own trends and stylings.  And, you have target clients that are drawn to this.  I’m going to touch upon this tomorrow… will your business innovate upon something else?  Will you go in a direction away from the trends of the royal wedding?

* I’m going to use “bride” here because I want you to visualize a person.  I realize that your client could also be a groom.  Or, a parent of the couple.

** There is nothing wrong with rustic styled weddings. They are LOVELY.  However, the trend is part of the “late” adaptation as it has been part of wedding style now for 4-5 years.

Image: Flickr / Creative Commons License

This week I wanted to spend some time talking about the impact of the royal wedding on your business.  There has been lots of talk about fashion trends that will start to grab hold of the wedding industry.  I want to give you, wedding pros, something to work with from the business side of things.  Tiaras, lace, and carriages are pretty… but what about the strategy behind those things?

Yesterday, I talked about how trends happen.  It’s a gradual process.  You won’t see these changes happen overnight.  But by the end of this decade, you’ll have seen some very “Kate & Will” elements in your clients’ weddings.

Many of us are trying to make the right moves for those trends.  And before you do, consider the following thoughts…

Know Who You Are…

One of the things we emphasize in our business planning workshops and coaching is the importance of having a mission statement.  It may seem like such a “corporate” thing to do, but the reality is that it gives all sized businesses a strong backbone.  This mission statement, based upon your company’s core values, answers the questions: who are you and what do you want to be known for?

Any time you are faced with a new opportunity or challenge you should come back to that mission statement and your core values and make sure it’s a match for your business.

In the book Built to Last authors Jerry Porras & Jim Collins discuss the importance of having a core ideology (whether it be a mission statement, a visionary declaration, or a set of unifying values) as a touchstone in times of change:

“In 17 of the 18 pairs of companies in our research, we found the visionary company was guided more by a core ideology—core values and a sense of purpose beyond just making money—than the comparison company was. A deeply held core ideology gives a company both a strong sense of identity and a thread of continuity that holds the organization together in the face of change.

We chose the word ideology because we found an almost religious fervor in the visionary companies as they grew up that we did not see to the same degree in the comparison companies. 3M’s dedication to innovation, Proctor & Gamble’s commitment to product excellence, Nordstrom’s ideal of heroic customer service, Hewlett Packard’s belief in respect for the individual—those were sacred tenets, to be pursued zealously and preserved as a guiding force for generations.”

The authors go onto explain later in the book that this doesn’t mean that a company is stagnant.  On the contrary, companies that are built to last are typically innovators who set Big Hairy Audacious Goals (BHAGs).  But they lean on their core ideology as a support in times of change.

Know What You Are Known For…

Also – you’ll want to examine your niche and how your branding reflects that niche.  If your specialty is doing circus-themed funky-wild weddings, this is something that you’ve become known for.  You may want to adapt to the new trends on the horizon, but doing so might change your business entirely.  You’ll want to tread cautiously.

Your choices are:

1. Focus on your current core niche and what you are known for
2. Choose to innovate on something else
3. Incorporate the most appropriate trends to your business while remaining strong in your niche
4. Change your business focus entirely

What makes most sense for your business?  What is the best fit?  What does the client want?  (More on that tomorrow.)

Be Intentional.

It’s easy to get swept up in the winds of change such as now with the royal wedding. Change is necessary and exciting and inevitable.  However, it’s important to be INTENTIONAL with your decisions.  Be INTENTIONAL with the changes you choose to make and those you do not.  Even better: be INTENTIONAL with the change you choose to CREATE.  Be focused on your business AND what you want from your business AND what you want your business to be known for.

Tomorrow – let’s talk about the CLIENT!  What do they want from all this royal wedding stuff?

Source: Entertainment Weekly // Image Credit: Chris Jackson/Getty Images

Wow!  Royal Wedding Fever has come… And, whether or not you care, the industry is going to change.  (Read up on Business Insider’s Article How Kate Middleton Reinvented the Wedding Industry).  In case you forgot, or weren’t alive in the 1980s, Princess Di is the reason we lived thru the glory of over-the-top puffy sleeved dresses for about a decade.  Get ready folks!!!

Like the smart business owner that you are, you’re probably asking yourself some of the following questions:

• Do I want to capitalize on royal wedding fever?
• How should I adapt my business?
• What trends do I want to incorporate?
• What does this mean for me?
• Is this what people are going to want from my business?

This week, we’re going to talk about the impact of the royal wedding on your business.  Here are my initial thoughts:

Change is gradual…

Change does not happen overnight.  Trends build. We’ll begin to see some changes in the next few months and they will continue to evolve over the span of this decade.

Wedding industry trends have a long development cycle. Because people plan weddings 12-18 months before the big day, it takes a while to see the culmination of change in this industry.  The weddings that will happen this summer were being planned in 2009 and 2010.  We have already been working on weddings that will take place in 2012.  We will start to see some of the trends from the royal wedding then.  But, if your client already booked their farm venue, chances are that they won’t be changing it for a Church wedding.  We’ll start to see major changes and much more in line with Kate and Will’s wedding choices in 2013.  Tho, our businesses will begin to slowly change NOW, we won’t see the actual weddings change immediately.  (This explains why we, in the industry, are often tired of wedding trends long before the brides themselves have actually caught on.)

There are Innovators, Adopters, and Laggards

Malcolm Gladwell perfectly describes Who Decides What’s Cool in his book The Tipping Point. In it he talks about the following trend-setters, trend-builders, and trend-followers:

• Innovators: People who create the trend; Visionaries
• Early Adopters: People who quickly respond to the new trend and incorporate the trend quickly; These people bring the trend to the masses
• Early Majority: The segment of the mainstream population who will try something first
• Late Majority: The segment of the mainstream population who will try something once it’s “gone mainstream”
• Laggards: People who adopt the trend when it has become passé OR those who do not adopt and who embrace tradition

Finding Your Place

The wedding industry is incredibly innovative.  However, the innovators – in this scenario – are Will & Kate and the wedding professionals who put this wedding together.  They are setting the trends that much of the wedding industry will mirror.  Right now, we’re seeing some early adopters working quickly to bring the innovation to the masses. The big question is… where do you fall in the rest of the chain?  Is this an innovation you want to bring to the masses?  Do you want to create your own innovation?  And, most important: what do your customers expect of you?

Tomorrow…we’re going to do some soul-searching and think about who we are, what our clients want of us, and where the royal wedding falls into all this.

Circle back here tomorrow to chat about incorporating the royal wedding into your business (or NOT).

Julianne Smith
Owner, Julianne Smith Garters
Washington, DC
www.juliannesmith.com
Established 2005

What is your favorite thing about weddings?

My favorite “thing” is the pictures. They are so beautiful and so real. Capturing all the details and the small, yet important, moments is always so amazing to me, especially since I have zero photography skills. I also like that the photos are something the couple will have forever to help them remember this amazing moment in their relationship.

What is your best tip for time management?

Make a list and stick to it. No matter what I’m doing (packing for a trip, going to the grocery store, trying to get the most out of the one hour that my daughter sleeps), I make a list of everything I want to accomplish, even the very littlest things. And, when I’m overwhelmed, just writing things down helps me to clear my head and ease my stress. Then, I start at the top of the list and work my way down, not allowing myself to skip over things, even if I don’t want to do it.

What is your little marketing secret?

My best piece of advice is to be yourself. For example, if you are pitching a magazine, don’t send them a stuffy formal email, if you are not a stuffy, formal person. Editors (and clients) want to know the person behind the product. Your personality should be reflected in everything that you do, even marketing and PR.

What is the funnest (most fun) trend you are seeing in the industry?

This is kind of out there, but I will say that the best “trend” that I’m seeing in the wedding industry is people helping other wedding industry people. There are a few really good blogs (like Sage Wedding Pros), seminars, speakers, and professionals-for-hire who are sharing their experiences with the greater wedding community. It is neat and exciting to see industry veterans take what they’ve learned and pass it on. It gets me excited for the future and makes me wonder where I’ll be in a few years….will I be teaching others how to make wedding garters!?

If you were starting your business all over again, what would you have done differently?

I can honestly say that I would not change a thing. I’m a big believer in learning from every experience, especially mistakes. And, I don’t necessarily view any mistakes I’ve made as things I’d change. Everything I’ve done so far has helped me to get to where I am today. Every issue or problem that I’ve encountered has only helped me to grow better and stronger as a business owner and a designer. That said, I still have a long road ahead of me (hopefully!), so I reserve the right to change my answer in the future!

Thanks Julianne!

Andria Lewis
Owner, Andria Lewis Events
Memphis, TN (servicing TN, MS, AR)
www.andrialewisevents.com
established 2005

What is your favorite thing about weddings?

Other than the joining of two lives, I really love the pretty of weddings. I love fresh flowers and soft, billowy centerpieces and wedding cake and champagne. Yes, that is all one thing. :-}

What is your best tip for time management?

My best advice on time management is to stop and consider everything that is going to happen on the wedding day. Create a solid plan for it, add at least a 15 minute cushion for each aspect of the day and then just let things happen. My timelines/production schedules are quite detailed. Somtimes these production schedules scare vendors that have never worked with me before. They think it is going to be a rigid day. But, on the wedding day, they realize it’s more of a flow chart. There will be bumps in the road, but with a solid plan you can handle the bumps and get back on track. A good production schedule leaves guests feeling as if they’re a part of a wonderfully planned party and not a part of a segmented event (now we are cutting cake, now we are dancing).

What is your little marketing secret?

My former brides. I attended Eventology 2009 in Indianapolis, Indiana this year. One of the speakers’ topic was Making Your Brides Your Fans. It is so important to my brand and to my level of service to make sure my brides have an experience. We are more than efficient at Andria Lewis Events. We create an experience. That is our marketing secret.

What is the funnest (most fun) trend you are seeing in the industry?

I am really happy to see bright colors coming into play. I am also loving the trend (hopefully it will last) of brides wearing shoes that are not deemed bridal shoes. Purple, green, orange, yellow, leather, flats, heels. I love it! I am a HUGE self-proclaimed shoe snob, so this trend just excites me to no end.

If you were starting your business all over again, what would you have done differently?

I’m not sure I would do anything differently. I have enjoyed the way my business has grown. I am a Hurricane Katrina transplant into my current market and my company has really grown here so I can’t complain.

Thanks Andria!

Amy Beth Cupp Dragoo
Owner, ABCD Designs Bespoke Stationery
New York, NY (sells worldwide)
www.abcddesign.com
Established 2006

If you were starting your business all over again, what would you have done differently?

I would/should have charged more for custom services from the get-go. The amount of time you spend brainstorming, baby-sitting, editing, revisions and calming the bride down all adds up. The brides -knowing my history in floral design, styling and event planning- often look for my advice on flowers, food and styling the event. Maybe I should have offered this as an ala carte service? At this point and time they get a really, really good deal for my design services and wedding “therapy!”

Thanks Amy!

Photo courtesy of Sil Azevedo, Azevedo Photography

This week’s Insider Interview is brought to you by Kelly Simants.  She met with David and Corbin Baxter of Soulbox Productions a few months ago and was wowed by their energy and enthusiasm.  She loves how open the videographers are to share with people in the industry. David and Corbin started their business in 2001 when they wrote, directed, and filmed a feature length film.  They began filming weddings full time in 2004.  I love what they have to say about their clientele: “It is amazing to us that our clients are just like us.  They find us through our work: creative, energetic, carefree, organized, and detail-oriented.”  This is so relateable.  They have managed to give prospective clients a taste of what it’s like to work with them.  Brilliant!  Here are more brilliant thoughts from David and Corbin.

David & Corbin Baxter
Owners, Soulbox Productions
Dallas, TX
www.soulboxproductions.com
Established 2001

What is your favorite thing about weddings?

Capturing once in a lifetime moments for our wonderful couples. We’re so lucky that we’ve built so many great relationships, we absolutely love what we do!

What is your best tip for time management?

Make attainable yearly, monthly, weekly, and daily goals. Corbin and I set priorities and accomplish them as efficiently as possible. For example, we pride ourselves on replying to inquiries within 24 hours.

What is your little marketing secret?

Network, network, network. Corbin and I are both advertising majors and so it was a surprise to us in the beginning that building relationships with your clients and other wedding vendors is by far the best marketing.

What is the funnest (most fun) trend you are seeing in the industry?

Well, we’re going to be a little biased on this one and say anything vintage: cars, dresses, veils, invitations and for us, true super 8mm film coverage.

If you were starting your business all over again, what would you have done differently?

Started filming weddings in super 8mm from the beginning. We had Corbin’s father’s super 8mm camera for 5 years and didn’t even know it.

Thanks David & Corbin!

Laura & Chris Randall
Owners, Edit 1 Media
Seattle, WA and Honolulu, HI
www.edit1media.com
Established 1998

What is your favorite thing about weddings?

The interactions and emotions. It might be the look on a mother’s face as she watches her son dance with his new wife for the first time. Or the quivering lower lip as a father sees his little girl as a beautiful bride. Or the smile on a bride’s face when her soon-to-be husband whispers “You are so beautiful!”. Or the roaring laughter of the crowd during the Best Man’s toast. There is so much power in these moments and I love seeing the story unfold. Every wedding we film is unique and I love being a witness to the story of the day.

What is your best tip for time management?

I am a list person and I have been since I was a kid! I use a program called Remember The Milk which I can access from my laptop or my iPhone. It gives me a great sense of accomplishment to cross things off on my list. I also keep a running list of our editing backlog and send that out to our clients periodically so they can see where they stand in the queue and what items I’m waiting to receive from them in order to finish the video.

What is your little marketing secret?

Be very visible, stay in touch with other industry people and let your personality shine through!

What is the funnest trend you are seeing in the industry?

For videography it is definitely Same Day Edits! This is where we take video footage from earlier in the day, edit it on-site, then project it on a large screen at the reception!! The guests are completely blown away and it’s a HUGE smash hit!!

If you were starting your business all over again, what would you have done differently?

I would have learned how to handle accounting, budgeting, taxes and our workflow from the very beginning! As Michael Gerber says in “The E-Myth” (paraphrased) – “Just because you are good at doing something, doesn’t mean you are good at running a business!”. We have spent the last few years really stepping back and re-evaluating how we run our business while still keeping our artistic and creative passion flowing. It is a delicate balance and there have been some hard lessons learned along the way, but we love what we do and we love to continue learning how to make things work even better!

And, here’s a clip of some of their amazing work…

Seattle Same Day Edit with 5D Mark II from Edit 1 Media on Vimeo.