68% of weddings in 2011 cost $30,000 or less. No matter what type of clientele you typically work with (smaller budgets or ultra high-end), if you have dreams of having a product line in places like Target, Michael's, Williams-Sonoma, etc, you need to cultivate relationships with the 68% long before your product line launches. (
Amy Atlas is a perfect example of someone who has done this well: her dessert table clients are high-end yet her book, blog and online offerings are accessible to anyone at any price point.)
When it comes to the products in the wedding industry, the money is in the mass market, not the luxury end. With very few exceptions, if your goals include expanding beyond luxury service and into retail products, your focus needs to be on both ends of the market, not one or the other.
Welcome to Think Splendid! My name is Liene and I'm an author, speaker and expert on the intersection of business and consumer behavior for the wedding and lifestyle industries. Specializing in consumer psychology, with a current focus on the millennial generation, I study, analyze and forecast what makes people tick and why they make the decisions they do. A professional highlight was learning that some of my research is now being taught as part of the MBA curriculum at two major U.S. universities. 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 83% 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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