Luxury Strategy

3 Ways Couples with Million Dollar Wedding Budgets Use Social Media

royal wedding spending.jpeg

At Splendid Insights, our wedding market research firm, we present wedding budgets in six categories in order to get a better look at how brides and grooms from around the world plan their big day at the differing spending levels. The budget segments are Intimate: $1,000 or less (think elopements, city hall weddings, etc); Economical: $1,100 - 10,000Standard: $11,000 - $30,000; Premium: $31,000 - $95,000; Luxury: $96,000 - $500,000; and Ultra Luxury: $500,000 or higher

As noted above, brides and grooms in the Ultra Luxury Wedding segment spend more than $500,000 on their wedding and almost half (47%) pay for part or all of their wedding themselves. Nearly 1 in 4 Ultra Luxe couples spend more than $1 million on their wedding, not including the honeymoon, and 1 in 10 spend more than $3 million. 

Since the ultra luxe royal wedding has more people setting goals of working with high-end couples, today I want to highlight a few ways that brides and grooms in this budget segment use online media in their wedding planning:
 

  1. More than a third of couples in this budget range (35%) find at least one of the wedding pros they hire via social media. 

    It's important to note that these aren't ads they're finding them through, but organic social media posts. Whether you advertise or not, make sure that you're using social media in a way that shows off not only the type of work you do, but your personality as well, as that is another factor they consider important when hiring (no one wants to spend their wedding day around someone they don't click with).

     
  2. 3 in 4 of ultra luxe engaged couples (77%) read wedding blogs at least once a week, and about a quarter of them (27%) hire wedding pros after seeing them featured on the blog. Over a third of this group (40%) started reading wedding blogs before they were even engaged.

    These refer to professional wedding blogs (such as RuffledColher de Chá Noivas, Love My Dress, Style Me Pretty, etc), not your own blog as a wedding pro (though they look at these too, again to get an idea of both your work style and personality).  

    While ultra luxe couples do use print magazines in planning their wedding, they use them less so than the other budget groups.

     
  3. While Pinterest generally comes in first place as the most used social media platform in most of the wedding budget categories, for the ultra luxe clients, Instagram takes the spot of the most used social app for wedding planning.

    Even Meghan Markle used Pinterest and Instagram in her wedding planning, saving photos from the apps to show the wedding professionals she worked with.

    I often hear wedding pros say that they want to move up to a higher budget level so that they can finally work with clients who will stop using social media. It's a common myth that clients who spend more on their wedding will delegate all creative control to the people they hire and won’t look at social media for inspiration, but it is just that – a myth. 


Online marketing, beyond just advertising, will always be a necessity for wedding pros who want to stay relevant, no matter how much their clients spend. While it can feel tedious, boring, and sometimes instill bouts of FOMO, make sure that you continue to make it a priority. Your dream clients are paying attention, even if they don't show up in your follow list or tap the "like" button as they scroll past.
 

The wedding market research reports from Splendid Insights can be downloaded here.


Photo by Nancy Ray, the official photography partner of Splendid Insights.

Originally published May 2018

 

Three Ways Ultra Luxury Wedding Clients (budgets of $500k+) Use Social Media

royal wedding spending.jpeg

At Splendid Insights, our wedding market research firm, we present wedding budgets in six categories in order to get a better look at how brides and grooms from around the world plan their big day at the differing spending levels. The budget segments are Intimate: $1,000 or less (think elopements, city hall weddings, etc); Economical: $1,100 - 10,000Standard: $11,000 - $30,000; Premium: $31,000 - $95,000; Luxury: $96,000 - $500,000; and Ultra Luxury: $500,000 or higher

As noted above, brides and grooms in the Ultra Luxury Wedding segment spend more than $500,000 on their wedding and almost half (47%) pay for part or all of their wedding themselves. Nearly 1 in 4 Ultra Luxe couples spend more than $1 million on their wedding, not including the honeymoon, and 1 in 10 spend more than $3 million. 

Since the ultra luxe royal wedding has people setting goals of working with high-end couples, today I want to highlight a few ways that brides and grooms in this budget segment use online media in their wedding planning:
 

  1. More than a third of couples in this budget range (35%) find at least one of the wedding pros they hire via social media. 

    It's important to note that these aren't ads they're finding them through, but organic social media posts. Whether you advertise or not, make sure that you're using social media in a way that shows off not only the type of work you do, but your personality as well, as that is another factor they consider important when hiring (no one wants to spend their wedding day around someone they don't click with).

     
  2. 3 in 4 of ultra luxe engaged couples (77%) read wedding blogs at least once a week, and about a quarter of them (27%) hire wedding pros after seeing them featured on the blog. Over a third of this group (40%) started reading wedding blogs before they were even engaged.

    These refer to professional wedding blogs (such as RuffledColher de Chá Noivas, Love My Dress, Style Me Pretty, etc), not your own blog as a wedding pro (though they look at these too, again to get an idea of both your work style and personality).  

    While ultra luxe couples do use print magazines in planning their wedding, they use them less so than the other budget groups.

     
  3. While Pinterest generally comes in first place as the most used social media platform in most of the wedding budget categories, for the ultra luxe clients, Instagram takes the spot of the most used social app for wedding planning.

    Even Meghan Markle used Pinterest and Instagram in her wedding planning, saving photos from the apps to show the wedding professionals she worked with.

    I often hear wedding pros say that they want to move up to a higher budget level so that they can finally work with clients who will stop using social media. It's a common myth that clients who spend more on their wedding will delegate all creative control to the people they hire and won’t look at social media for inspiration, but it is just that – a myth. 


Online marketing, beyond just advertising, will always be a necessity for wedding pros who want to stay relevant, no matter how much their clients spend. While it can feel tedious, boring, and sometimes instill bouts of FOMO, make sure that you continue to make it a priority. Your dream clients are paying attention, even if they don't show up in your follow list or tap the "like" button as they scroll past.
 

Photo by Nancy Ray, the official photography partner of Splendid Insights.

 

The One Area You Should Be Less Efficient In, Starting Today

"The people at the very top don't work just harder or even much harder than everyone else. They work muchmuch harder.” – Malcolm Gladwell


The one thing that almost every wedding professional can do to immediately improve their customer service and brand positioning?

Stop sending automated email replies.

This is especially true if you work in the luxury market. 

High-end means high touch. The saying, “Work smarter not harder” is well-intentioned, but the fact of the matter is that if you want to command a higher fee for your services, you will need to work both smarter and harder. If you want to position yourself as a high-end brand that understands the nuances of the luxury client, you have to put in the actual effort. You have to actually “touch.” 

Here’s some tough love: automated and canned replies may help you feel more organized and efficient behind the scenes, but they make you look cold and uncaring. 

I’m willing to bet that when you wrote out your core values and mission statement for your business and marketing plans, “cold” and “uncaring” were not traits you included as wanting to be known as. 

Yet thousands of wedding professionals are actively branding themselves as such in the name of efficiency. 

The first name mail merge and seemingly personalized, “Hi, how are you?” greetings don’t fool anyone. Nobody likes receiving automated emails. They’re like receiving unsigned holiday cards in that they convey to the recipient that they are nothing more than a checkmark you need to tick on your to-do list, and not someone you actually care about. 

Tighten corners elsewhere in your business. When it comes to client communication, it is much better to do things the long, hard, stupid way. 

Your advantage is that most of your competitors will read this, roll their eyes, and continue to automate everything. Let them. Focus on yourself and your own company and step up your game.

People almost always hire the person who makes them feel the best from the very beginning of the process. Be the person who’s willing to sacrifice a little bit of efficiency in order to make people feel truly valued, heard, and connected.
 


PS: Since telling people that you'll reply to them within 48 hours is seen by most potential brides and grooms as too long to wait, you can use tools like IFTTT or Zapier to send you a push notification or text message when you get a new inquiry. This way you or a team member can reply quickly while still maintaining whichever boundaries you’ve set around the rest of your inbox.