At some point in their careers, wedding professionals have to decide if they want their target market to be the masses or a select group from the masses. A few people choose the masses and have success with it. Most people find success in working for just a select group ("niches are riches" and so forth).
Problems arise when people try to compare the two as if their success metrics were created equal. The masses and a select group are apples to oranges. If you want to reach everyone, that’s fine, but if you’re only trying to reach a certain segment of everyone, don’t try to compare your success to the companies targeting a different or larger crowd. It's an inaccurate measure and you'll only be left frustrated.
Welcome to Think Splendid! My name is Liene and I'm an author, speaker and expert on the intersection of business and social behavior for the wedding and lifestyle industries. Specializing in the consumer psychology of millennials, affluents and engaged couples, I'm obsessed with figuring out what makes people tick and why they make the decisions they do. I believe social media is a return to old-fashioned conversations rather than a race to keep up with the next big thing and I'm a big fan of the question "why?" -- it doesn't get asked enough.
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 Speak Now or Forever Hold Your Peace, wedding expert Liene Stevens unveils the mindset of today's brides and grooms and provides a blueprint for marketing your business in a rapidly changing world.
BUSINESS
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