I'll be the first to admit that weddings leave me a bit jaded at times . . . and from recent conversations with many others in the bridal industry, I know I'm not the only one. One ballroom starts to look like another, chiavari chairs all blur together, and the stylized shoots featuring suitcases stacked as a guest book table make the blogs look all the same rather than as separate entities. This video however reminded me of the aspirational aspect of weddings and what print magazines can do to deliver that magic in a way that social media hasn't quite yet managed to capture.
I don't believe that print is dead. TV didn't replace radio and blogs won't replace everything print. I do believe however, that just as radio had to adjust and do things very differently once television came along, the same will hold true for print and online. Magazines can't continue to run the way they always have and bloggers cannot be arrogant enough to believe that they hold the golden ticket to the future (I'd like to see a wedding blog try commanding and getting a $45,000 online advertisement - not going to happen).
What WedLuxe has so brilliantly done is blended online video with a print product. And as a promo for their magazine, it makes me want to pick up the next issue and flip through its glossy pages in a way that I've never wanted to click through a website. I'm betting that if it has that effect on my somewhat-jaded-towards-weddings-because-I-work-with-them-daily self, then it will definitely be a delightful part of a bride's wedding planning process.
Here's the video, enjoy!
Welcome to 
For millennials, the generation that accounts for more than 70% of today's weddings and the first to grow up with the Internet, technology has done more than give unprecedented access to information; it has physically changed their brains on a microcellular level. What worked in bridal marketing just ten years ago is no longer effective because the way today's engaged couples think is actually different than couples of generations past. In 
BUSINESS
3 comments:
I loved when you said print isn't dead, it just needs to adapt like other media have had to do in the past.
This concept of creating a trailer for a magazine is great for two reasons: it teases out the content and makes readers want to buy the magazine and it also provides a social element. People can see this trailer on sites like Vimeo, YouTube, and Facebook and share it across a variety of platforms, which increases exposure for the magazine.
Very fun, and hopefully effective, idea!
Floored seeing this video at Engage! I came back Monday, played it for my office and they were in awe. Absolutely stunning... so grateful to be inspired by this. Seeing the editorial come to life gave us a glimpse into the future of how brides will digest content. Bravo, WedLuxe!
If only wedding TV shows were 1/4 of that amazing...
With all of the ways that we are reached by media, it just makes so much sense to add multimedia features to traditional media. Anything to enhance (but not overburden or overwhelm) the end-user's experience is a positive step.
What I love about this very moment in time, when there's a fundamental shift in the way we consume media, is the unlimited possibilities that have opened up. At no other time in history have we had this amount of reach and connectivity with one another - and in so many ways. How lucky we are to be able to make an impact and directly influence the future.
Post a Comment