The Wedding Industry Experts (and the Charlatans)

Wedding Spending Is Down: 6 Things You Can Do • No. 5

Photo by    Cameron Clark

Photo by Cameron Clark

Here’s some not exactly splendid news: wedding spending is down in every budget category across the board, with the exception of the Ultra Luxury Wedding segment (budgets of $500,000+, not including the honeymoon).

Economists have been forecasting a recession to hit towards the end of 2019 for a while now, and while those predictions are not always accurate, wedding spending tends to be a canary in the coal mine for how people are feeling about their financial future.

At the end of my 2019 State of the Wedding Industry post, I outlined six things wedding professionals will need to do in order to navigate the coming uncertainties. In this blog series called 6 Ways to Survive a Recession, I’m diving into each one a little bit more. Here’s what’s been previously covered:

  1. Get super clear about what your brand is about and adjust your messaging accordingly.

  2. Diversify your marketing and play the long game by building equity in the brand house you own.

  3. Cultivate an inclusive community that authentically cares about something beyond themselves.

  4. Don’t buy into your own hype and don’t assume your popularity will last forever, especially if you’re one of the current industry it-girls.

The fifth thing you should focus on is this:

Acknowledge that true experts never stop learning and work relentlessly on pushing yourself to be better.

It is true that not every wedding professional is an expert. It is also true that there are a ton of wedding professionals who are experts but who refuse to identify as such.

True experts:

  • Are consistently good at what they do

  • Have a proven track record

  • Have the skills and knowledge base necessary to make solid, effective decisions on the fly when things don’t go as planned

  • Can go beyond reciting facts and information

  • Know how to approach and adjust for nuanced situations

  • Never advocate one-size-fits-all solutions

  • Are insatiably curious and always finding ways to improve (to paraphrase an old saying, “An amateur works to get it right, a professional works to never get it wrong.”)

If you read this list and realized you are not yet an expert, that’s totally fine. Now you have a goal to work toward.

If you meet all the criteria of this list and are still uncomfortable calling yourself an expert, I’d encourage you to dig into why that may be so that you can get to the root of that discomfort. Does it comes from your people-pleaser tendencies and not wanting anyone to dislike you? Does it come from a misunderstanding of what true humility is? Does it come from a teacher telling you that you would never be the best? Does it come from a parent or sibling never letting you upstage them? Does it come from giving imposter syndrome too much power? Does it come from a fear of gossip from colleagues or friends who don’t necessarily want to see you fail, but definitely aren’t okay with you outpacing them?

Consider this: Warren Buffett and his long-time business partner Charlie Munger are very open about the fact that they read voraciously, each devoting about 80% of their day to reading. Are we going to say they aren't experts at finance or investing because they set aside so much time to continue learning? Of course not.

Buffett and Munger are both experts at what they do and part of what makes them so successful is that they know that no matter what they’ve done, how many billions of dollars they’ve each made, there is always more for them to learn, more areas in which they can improve.

If you think you’ve “arrived,” you’ve settled. Calling yourself an expert and then resting on your laurels holds you back. Refusing to call yourself an expert also holds you back. False humility can harm you just as much ego can.

Photography by    Cameron Clark

Photography by Cameron Clark

Setting Yourself Apart From the Charlatans

Ten years ago I spoke on a conference panel with two other industry colleagues. The panel was offered as a breakout session option, with us basically repeating the same presentation three times that day to three different groups of attendees. We had a phone meeting prior to the conference and nailed down what each of us would cover. The first breakout session went great, with each of us following our pre-determined topics, me speaking last. During the second session, the first panelist started talking and instead of giving her topic, decided to parrot exactly what I had said in the first breakout. Fortunately, because I am expert at what I do, I was able to draw from a deep well of knowledge and didn’t have to rely on my prepared notes and talking points that she decided to present as her own.

The wedding industry is full of true experts who are creative and who help raise the bar for everyone. Unfortunately, it is also full of charlatans. And for people who don’t know what they don’t know about what you do – which is almost all wedding clients – you will have to show what sets you apart from the fakers and the takers.

In order to do this you need to know your field, your subject, your product, your process inside and out. You have to be able to roll with the punches and be able to say, “Don’t worry, there is way more where that came from” when someone copies or straight up steals from you.

You need to know how to handle a situation where your roll of film malfunctioned and didn’t capture the couple’s ceremony kiss. You need to know how to securely rig a truss so that you don’t get every other designer banned from hanging floral chandeliers in that venue in the future. You need to know what to do when the fire inspector shuts down your production installation three hours before the wedding begins. You need to know what to do when you find the groom passed out from a cocaine overdose.

And yes, all of these are true examples of things that have happened.

I shared a story previously in this series about how being copied hurts and how Tory Burch still gets bothered by it. And while that is true, and while you should do what you need to to legally protect your intellectual property, the very definition of being a trendsetter means setting the trends for others to follow. If no one is doing what you’ve done, then you did not set any trends at all.

If you want to be a trendsetter, you will need to stay ahead of what everyone else is doing. This means constantly pushing yourself to learn more and approach things with a level of curiosity that the average professional either does not have or is too lazy to exercise.

On a related note, over 90% of journalists, editors, and producers use the term “expert” when they are researching sources for features and stories they’re working on. If the only people willing to call themselves experts are the charlatans, you only have yourself to blame when editors and journalists call them for an interview instead of you.

Letting Go of the Myth That Time = Expertise

We need to let go of the myth that length of time in a job automatically translates to deeper expertise. Yes, we all learn a certain amount through trial and error, and those lessons come with time. We also all know people who have been around forever who are simply not great at what they do.

During the 2008 recession, many young event planners making 6-figure salaries at banks and Fortune 500 companies where they planned 200+ events a year were laid off, thanks to the fine print in the bail-out laws that penalized corporate event spending. When they decided to open their own planning businesses in order to pay the bills and as a way to scratch the creative itch they had missed in the corporate world, many in the wedding industry wrote them off as "newbie millennials" when in fact their expertise could run circles around some of the industry veterans.

A person who planned close to 1000 events in the 3-5 years they worked in-house at a corporation has the skills required to plan a complex wedding. They already know all about permit processes, load-ins, power supply, union labor laws and exemptions, complicated budgets, multi-page schedules, etc. They can do all this in their sleep.

Length of time in a field can only make you an expert if you are committed to learning from your mistakes, changing things so they aren't repeated in the future, and remaining insatiably curious so that you are always thinking through how to make things better or different.

Photo by    Cameron Clark

Photo by Cameron Clark

Selling Your Expertise to Gen Z

Gen Z is the "activist generation" (I sometimes refer to them the "get s*** done" generation) and they expect the experts they hire to be able to do things, not just know things.

For Gen Z, expertise is a given, much more so than it was for millennials. Millennials want the best and consider custom to be standard, not an upgrade.

Gen Z not only expects custom to come standard, they expect you to be constantly upgrading your own knowledge. If millennials were the MySpace and Facebook generation, Gen Z is the YouTube generation. It is their preferred social network, their preferred search engine, and their preferred method of learning and sharing what they learned.

Millennials primarily consider DIY to be a creative outlet rather than a money-saver, thanks to watching Martha Stewart or the original Emeril cooking shows growing up. Gen Z considers DIY to be a part of their every day life. Their favorite TV shows are Chopped, Chopped Junior, Nailed It, Cake Wars, Amy Poehler’s new crafting show Making It, Project Runway, etc, and then they take to their own YouTube channels to show off their own creations and teach others what they’ve been learning. For Gen Z, being creative isn’t an outlet for when you need to relieve some stress, it’s very much just part of who you are as a person.

If your expertise is limited to who you know or to basic information, the days of being able to monetize that are over. If it can be found on Google, you cannot charge a premium for it. Period.

For Gen Z especially, you will need to show why you are an expert and that you have the ability to do what they are envisioning. This needs to happen in the marketing, sales, and in the working together stages of your entire process.

During the sales process, the ability to show your expertise is going to be in direct correlation to your ability to listen deeply.

You already know that the number one mistake wedding pros make is sending pricing right away without having a real conversation with the potential clients first to figure out what they really need from you.

Another common mistake is expecting potential clients to have things figured out before they meet with you. Maybe they do, but most often the ideas they have are lovely in theory but won’t work in practicality. To figure out what they really want and how they approach decision making, it’s wise to ask questions that may seem “fluffy” or superficial. The fact of the matter though is that we as humans are relational beings first, and task-driven second.

One question almost every wedding pro should ask a prospective client is how they met and/or the story behind the proposal. You’d be surprised how many wedding sales conversations don’t include this at all. If the bride or groom gives you a clipped answer (“Online.” “At church.” “At work.”), move on. Otherwise, let them talk.

You can learn a lot about people from this question, including what type of restaurants they enjoy, what they do for fun, family dynamics (rule of thumb: if someone proposed in front of their entire family, they will typically have more than the average amount of decision makers weighing in on wedding decisions – something you definitely need to know that they may not be able to consciously pinpoint), etc. Plus these questions give you the perfect opportunity to show your expertise based on various points in their story:

"It sounds like you both really love being outdoors, but you're getting married in February. Let me show you some photos of how we transformed a ballroom to look like a garden. It was a three day install and we had to fly these particular flowers in from Honduras. We'd need to plan for a longer lead time to make sure the rentals don't get grounded by UPS because of a snowstorm, but our process takes all of that into account so you won't have to worry about it at all."

By simply letting them talk about themselves and listening to their stories, you are able to show your expertise by tying it to particular details rather than just saying "We do this, this, and this."

After this, it’s not unusual to get a reply along the lines of: “OMG, I never knew so much went into all the pretty photos I've saved on Instagram and Pinterest.”

Let your competitors ask questions that demand the clients have decisions made already. Your job is to be their guide, no matter your field. They have likely never planned an event of this scale before. They have likely never spent more than a few hundred dollars on photography, and those experiences were probably in a studio or for no more than an hour at a time of day that had perfect light. They likely don't know that they should reserve more shuttles because the country club they've chosen as their venue is easy for their destination guests to get to during the day, but tough to depart from at night because of the curvy mountain roads and fewer street lamps thanks to the city's light pollution ordinances, not to mention the open bar factor on their guests' sense of judgment. They likely don't know that the specific flowers they saw in a styled shoot and now want at their food stations for their courtyard reception attract bees.

Your job as a planner or photographer or transportation company or florist or caterer is to guide them through these decisions. You are not an order taker. You are the expert. There are plenty of wedding pros who cost a lot less than you do who would be a better fit for a couple who just wants someone to do exactly what they say, no questions asked, no expert input required.

If you are going to charge expert-level prices, you need to provide expert-level work. In contrast to this, if you are not an expert, you need to be charging amateur prices. Hopefully you’re able to get past whatever hangups you may have about calling yourself an expert. The wedding industry is better when the creative entrepreneurs in it confidently bring all their gifts to the table.

The Power of Cultivating Community When Marketing to Gen Z

Wedding Spending Is Down: 6 Things You Can Do • No. 3

Here’s some not exactly splendid news: wedding spending is down in every budget category across the board, with the exception of the Ultra Luxury Wedding segment (budgets of $500,000+, not including the honeymoon).

Economists have been forecasting a recession to hit towards the end of 2019 for a while now, and while those predictions are not always accurate, wedding spending tends to be a canary in the coal mine for how people are feeling about their financial future.

At the end of my 2019 State of the Wedding Industry post, I outlined six things wedding professionals will need to do in order to navigate the coming uncertainties. In this blog series called 6 Ways to Survive a Recession, I’m diving into each one a little bit more. Here’s what’s been previously covered:

  1. Get super clear about what your brand is about and adjust your messaging accordingly.

  2. Diversify your marketing and play the long game by building equity in the brand house you own.

The third thing you should focus on is this:

Cultivate an inclusive community that authentically cares about something beyond themselves.

If you haven’t read my 2019 State of the Wedding Industry post yet, I recommend you do so before you continue on. Pay particular attention to the part about inclusive communities, Supreme, and Gen Z, because that’s what I’m going to expand on today.

Caught up? Okay, let’s go:

The oldest of millennials are turning 40 this year, and the oldest of Generation Z are in the early years of tying the knot.

For the next ten years, you will be marketing to both millennials and Gen Z. One generation grew up experiencing September 11th as tweens, teens, and young college-aged students, and one generation grew up post September 11th. These two generations approach the world very differently from one another.

One of the things that is important to millennials when choosing wedding vendors is that they want to know if they can potentially be friends with you. They want to know if you personally are someone they could grab a glass of wine with or catch up with over brunch, long after the wedding day.

Over the past ten years, Boomer and Gen X wedding pros struggled with this more so than their younger peers as their mindset tended to be, "I already have friends, I just want to do your wedding, go home to my family, and have you trust my talent enough to hire me again for your future baby showers, kids' birthdays and mitzvahs, and your company's holiday parties and incentive events."

For the most part, wedding pros of all ages came around to the idea that talent alone was not enough to make them stand out and shifted their marketing to be a bit more personal – sharing more about themselves and giving a peek behind the scenes into their lives.

What you will find is that while sharing your personal life will still work well in attracting millennial clients, it will not resonate as effectively with your Gen Z clients. In fact, Gen Zers will be turned off the most by wedding pros who post their kids in every photo. These clients are the children of the mommy blogger and Instagram influencer generation and have first-hand experience in having their lives splashed across the Internet without their consent or knowledge. As a result, this is a generation that fiercely values their privacy. For the older members of the group, their mindset as consumers tends to be, “If you won’t respect the privacy and wishes of your own children, how can I trust that you’ll respect my privacy and wishes?”

Do not underestimate how strongly they hold this value. While you don’t necessarily need to stop posting photos of your kids altogether, if that’s currently a large part of your marketing, I’d recommend figuring out a balance so that you can still appeal to millennial clients while not alienating Gen Z clients.

Unlike millennials, Gen Z does not care that much about whether or not you are someone they could be friends with. Gen Z wants to know if your other clients are people they could potentially be friends with. They want to be part of an exclusive yet inclusive community that you have created.

Your Goal Is To Create a Community, Not a Cult

Some business coaches will tell you to select 4-6 topics to talk about in your wedding marketing and rotate through them in your social media, blog, and newsletter. While having a schedule is helpful, and a tactic I often recommend, my approach to what goes on that schedule is a bit different.

To effectively reach Gen Zers, you’ll want to base your marketing on your "life guidelines,” as I call them, so that you can remain authentic to who you are and also attract an audience and potential clients who connect with your values rather than just your story.

Remember, people may like your story, but in the end what they really care about is how you can make their own story better in some way. Not focusing everything on yourself also means that you can live your life and not have to worry about having to mine the same stories week after week of how you left your corporate job or how you met your spouse or how you took a leap of faith and opened your business with just $40 in your pocket.

Your goal is to create a community, not a cult. If your marketing is developed based on your life guidelines, you will cultivate a community who can connect with one another over the meaningful things they have in common rather than over merely being a fan of you.

Plus, you are human, which means you are going to inevitably make mistakes, exercise poor judgment, or have some days where you are not the best version of yourself and say or do something you later regret. If all of your marketing is based on fauxthenticity (aka “curated imperfection” and select Gram-worthy “flaws”), you will face a backlash any time your carefully-designed mask slips, because you were actually the one who built the pedestal for yourself.

Authenticity doesn’t mean laying all of your cards face up on the table, and if your marketing is based on your life guidelines rather than on your “Story of Me,” you can allow yourself to truly be yourself, to share your opinions on a variety of non-surfacey issues, to apologize when you’ve dropped the ball or hurt someone, to not be “on” all the time. It is a much healthier way to run a business, in my opinion.

What Are “Life Guidelines?”

Your "life guidelines" are based on your core values – they are essentially how your core values play out in your daily life, how you ensure you actually walk the walk of what you say you believe.

Using your life guidelines in your marketing is in addition to a client avatar, not as a substitute for it. The latter shows you the demographics and psychographics of who you want to work with (household income, where they like to shop, how they dine, etc), the former allows you to narrow that group down more specifically to how they approach life in relation to deeper issues. If you are creating a community of clients that could potentially be friends with one another, you will need to focus on more than ensuring they all carry a Neverfull and love SoulCycle.

I’ll share a few of my life guidelines and the “why” behind them as examples. If I am going to create a community of people who would want to hang out with each other and who I would enjoy working with as clients, then I want to focus on showing what I care about through my marketing and conversations, so that if it is something they care about too, they know they’ve found a group who is on the same page.

My Life Guideline: Whenever possible, support the original artist.

One of my core values is being a good steward of the resources I have. One of my life guidelines to ensure this happens is: whenever possible, support the original artist.

While I rarely talk about being a good steward, supporting the original artist is something I talk about more frequently because it is something I am passionate about.

This is a lesson I really learned after owning a business. Before, I didn't see the issue with buying a well-made knock-off (or, as they're more commonly called these days, "dupes") because I viewed it as being smart with my money. I thought being a good steward meant making your dollar stretch as far as it could go. I later learned that being a good steward means using every dollar as a "vote." Now when I spend my money, I am "voting" for the people who originally created the products/designs/ideas, not the copycats. And because my budget didn't magically increase when I changed my mind on this, it means I usually end up buying better, but buying less.

Not supporting the copycats matters to me. I've had people steal my work and pass it off as their own (not just newbies, but industry veterans, too), and it's hurtful, especially when done by someone I considered a friend.

I once read an interview with Tory Burch where she said she still gets upset when people steal her designs. It made me feel better that the founder of a famous fashion brand had those feelings as well, but it didn't surprise me because the creative work we all come up with, develop into something marketable, and put out into the world is deeply personal. After all, how many of us jokingly refer to our respective companies as our "first baby?"

When someone copies your ideas, they are hurting you, they are hurting your family, they are hurting your employees, they are hurting the creative community and the industry. It is personal and it is okay to be upset about it. Don't allow a grudge to rob you of future creativity, but you don't have to pretend it doesn't hurt.

When it comes to the community you’re cultivating for your clients, don’t forget your community of professional colleagues. While I'd recommend spending your time and energy with the people who support your original work, sometimes you do need to take an extra step to give yourself mental and emotional space. If the person who took your ideas was a friend, you don't have to allow them to be part of your inner circle anymore nor someone you continue to do business or collaborate with. You are also allowed to unfollow them on social media. Focusing on the good sometimes means removing the people who hurt you yet somehow think they still have a right to suck up your oxygen. You can set healthy boundaries now while still allowing for the possibility of redemption later on down the road. (I recommend the book Beyond Boundaries – part of the Boundaries series by Dr. John Townsend – if you're dealing with whether or not to let someone back into your life.)

My Life Guideline: People have a right to live fully, not just merely.

Another one of my core values is that every life has equal value. One of my life guidelines for this is the belief that people have a right to live fully, not just merely.

I am passionate about the fact that there is more to life than food and shelter. Basic needs matter, obviously, but so do art, athletics, and, yes, fashion and parties. The details matter. Being able to imagine, to create, to push yourself beyond what you thought possible, to feel self-confident and worthy of nice things, to be able to relax and joyfully celebrate life's milestones with the people you love and who love you matters. They matter a lot.

I want to spend my time with people who see everyone as fully human and worthy of every good thing life has to offer. More than that, I want to spend my time with doers – people who use whatever resources they have (money, time, creativity, literal votes) to help add good to the lives of others and who don't sit around waiting to "give back" later on.

It is not about which charities or organizations I am personally involved in – the people who resonate most with this life guideline likely also view generosity as a muscle to be developed and consistently exercised and not something to use as a PR or networking opportunity. They would probably get along with each other if they all found themselves in the same location.

These are examples of a couple of my own life guidelines. Yours may be different. Spend some time drilling down into your core values and examining how they play out in your life. How can you incorporate these into your marketing so that you are sharing your interest in something bigger than yourself?

Won’t My Life Guidelines Turn Some People Off?

If you use your life guidelines to shape your marketing, you are 100% guaranteed to turn some people off.

This is okay.

If you are marketing to everyone, you are marketing to no one. You are creating an inclusive community, yes, but you are also creating an exclusive community. You are creating a community where people can connect with each other based on what they value, which is going to be based on what you value. This will automatically exclude those who don’t share your values.

This isn’t about creating a bubble, and everyone won’t agree on every tactic of how you go about supporting the arts, for example. The point is not to believe all the same things, the point is to create a community built on the foundation of the ideas you and they find most meaningful.

Gen Z wants to know more about who you actually are on a deeper, more philosophical level than they do about the behind the scenes of your daily life or your favorite brands or what you made for dinner this week. Fortunately, since you’re still marketing to millennials while starting to market to Gen Z, your life guidelines often play out in your daily life. You can dive deeper into the “why” behind the choices you make in your day-to-day routine, allowing both marketing strategies to support one another while these age groups overlap as wedding clients.

2019 State of The Wedding Industry

Design by    Stefanie Miles   , photo by    Cameron Clark   .

Design by Stefanie Miles, photo by Cameron Clark.

Today I’m sharing my take on the business of weddings as it stands today. This is not a wedding style trend report (though I am totally here for the abundance of organic greenery replacing over-the-top florals thanks to Meghan Markle and Prince Harry’s wedding) nor does it touch on every detailed aspect of the $298 billion global wedding industry.

Instead, it is a high-level view of what I’ve seen happening with clients and other industry professionals, patterns I’ve noticed, changes in the luxury market, shifts in the economy and in generational consumer behavior and how they relate to the world of bridal, and so forth.

This post is long, so grab a cup of tea or, depending on your time zone, a glass of wine and let’s dive in:

Photo by    Cameron Clark   .

Photo by Cameron Clark.


While the #MeToo movement was officially started in 2006 by Tarana Burke, it is now at the forefront of conversations worldwide, including in the bridal industry.

81% of women and 43% of men have been sexually harassed, with 38% of women experiencing this harassment in the workplace. In the wedding industry, the number of women sexually harassed at work is 67%. This includes harassment by colleagues, wedding clients, and wedding guests.

The occurrence of harassment within the industry has been whispered about for decades, but this past year, thanks to the Me Too movement, more wedding professionals have been speaking up about it publicly. More pressure has been put on wedding business conference producers to keep predatory people off their speaker and sponsor lists. On the legal side of dealing with clients, more vendors are now including harassment clauses in their contracts to protect themselves and their staff.

These changes are long overdue.

Photo by    Cameron Clark   .

Photo by Cameron Clark.

Luxe Love, Young Love

In 2017, 85% of global luxury growth was driven by millennials and Gen Z. Eighty-five-percent.

Luxury represents something different to Gen Zers (born 2001 and after) than it does to their older cohorts, including millennials. While millennials (the oldest of whom turn 40 this year) value the heritage and artisanal aspects luxury provides and Gen X values the status of individual achievement that allow them to afford luxury goods, Gen Z values the access to an inclusive community that exclusive luxury can provide.

Exclusive goods and services providing inclusivity can seem like an oxymoron, but it’s not. In a sense this isn’t much different than what country club memberships offer — access to an inclusive yet exclusive group of people. Yet, while older generations place most of the weight on the price tag of exclusive-yet-inclusive luxury, Gen Z places more weight on the scarcity of that luxury.

For an example of this, look towards the brand Supreme. While they are considered a luxury brand, their lower priced ($50 or less) items sell out just as quickly. Once they’re sold out, they don’t make more. If you have a product with the Supreme logo, you are included in the group, no matter the price tag of your specific item.

Hasan Minhaj has a deeper dive into Supreme, if you’re unfamiliar with them and want to get up to speed:

Click here to view video if you are reading this post via email or RSS feed.

As more Gen Zers begin to get married, you will notice that they won’t respond to your marketing that you just revamped to target millennials. They won’t focus on whether or not they could see you as a friend, like millennials do – Gen Z wants to know whether or not your clients are people they could potentially be friends with. They not only look to what you bring to the table in terms of expertise and personality, they look at the entire community you are building through your company culture. And if you are in the luxury space, they want you because you are hard to get, not solely because you are expensive. They want to be a part of the exclusive-yet-inclusive authentic community you have cultivated.

• • •

The oldest of the Gen Zers are also the kids of the “mommy blogger” and “Instagram mom” generation. As a result of their personal lives being splashed across the Internet for clicks, likes, and sponsorships, often without their knowledge and/or consent, Gen Zers value their privacy more than the older generations do. They are more guarded, even if it doesn’t appear that way. They do not want to be in your Stories, and it has nothing to do with being angsty teens.

Even the Gen Zers angling for their own Instagram stardom (where sponsorships are the new status symbol), take a very heavily curated approach, making sure that what they present is not everything, and keeping the real stuff for private friend Instagram groups, “finstagram” accounts, and Twitter group DMs (just as Gen X prefers Facebook, Gen Z increasingly prefers Twitter, considering Facebook to be “for the olds”).

Because of this value for privacy, Gen Zers will not want their weddings published or posted across social media the same way millennials and Gen Xers do. This will be a point of wedding planning tension between Gen Z couples and their Gen X/millennial parents.

Just as you needed two separate marketing strategies to target both millennial and Gen X clients, you will need two separate marketing strategies to target both Gen Z and millennial clients.

Photo by    Cameron Clark   .

Photo by Cameron Clark.

A Growing Discontent With “Education As Usual”

Around the world, wedding business conferences struggled to sell tickets, with many offering behind-the-scenes comped registrations to fill seats, allowing them to avoid the appearance of disinterest or irrelevancy and increasing social media updates as trade for attendance. While conference producers have always employed this strategic move, it happened more this past year than in the past decade.

There are three main reasons for this:

First, there is more saturation in the wedding education category. More people are launching workshops and conferences – some qualified, some not. Conferences are also competing more with alternate educational opportunities like online courses and mastermind groups (ranging from $300-$25,000+ a year).

Second, as the general economy is booming for some, but not so much for the majority, the overall wedding industry has been in uncertain waters, with qualified leads slowing and couples moving towards longer engagements again. As budgets and revenues tighten, wedding vendors are looking more closely at how and where they want to spend their education budget. Many are choosing to focus on one main conference annually instead of attending multiple. There has also been a wider focus on strategic relationship networking rather than meeting as many people as possible in the hopes that something pans out. Wedding pros want a community they can count on and continue to nurture once they return home. They want like-minded people who they can relate to with their challenges and call on when they need a sounding board or extra set of experienced hands.

Third, wedding pros are tired of the “same old, same old” when it comes to educational events. Same speakers, same attendee cliques, same curriculum, same insights from books they’ve already read. Instead, they are increasingly asking for conferences with a tightly curated list of true experts rather than a laundry list of speakers. They want a focus on bread and butter sessions, meaningful inspiration, and less of the “look at me” presentations. If they are going to make a several-thousand dollar financial investment and spend time away from their families, they expect to be primarily educated, not primarily entertained. Wedding pros attending conferences and workshops are craving real ROI over ego ROI more than ever.

• • •

I hesitate to call diversity a “hot topic” because it has always been a hot topic. Maybe the difference now is that more people are forced to pay attention because more people now have the power and options to spend their advertising and education dollars elsewhere.

In conferences and workshops, there has been a demand not just for more diversity on the speaker lineups, but for more conversations on the related issues from the main stage. People are seeking authenticity in these conversations. They want to hear speakers discuss how issues of race impact weddings and learn how to handle unique planning challenges that crop up. For example: how to choose destinations that are more inclusive and welcoming to specific race and cultural backgrounds. No one wants to hire a planner who doesn’t know that a certain town in a popular destination has a reputation for racism or bigotry against their client’s heritage or worldview and no one wants their 200 guests to deal with that while attending their wedding. These are the types of real-world problems modern wedding pros are expected to be experts in yet very few conference producers are comfortable tackling them.

Wedding professionals are also looking for non-Western based cultural diversity in the educational content offered. A few years ago, I was the keynote speaker at a conference that had a main stage panel on how to best market to and work with clients having arranged marriages. Topics like these have been one reason people working in destination weddings are increasingly seeking out business conferences produced outside of North America and Europe. The wedding industry is global, talent is literally everywhere, and more people are stepping up to fill the needs that Western-focused business conferences haven’t been meeting.

(If you’re considering investing in wedding education in 2019, here are 5 questions to ask when deciding if a wedding conference is worth it.)

Photo by    Cameron Clark   .

Photo by Cameron Clark.

Media Matters

So much has happened in the world of wedding media over the last year, most notably WeddingWire’s acquisition of XO Group – parent company of The Knot – for $933 million. In other industry-wide news, Oath announced it would be closing Style Me Pretty, which was then reacquired and relaunched by Abby and Tait Larson, the site’s original founders. Southern Weddings magazine announced it would be closing and Martha Stewart Weddings announced it was turning its focus to digital and only producing one special print edition annually.

While wedding media is not the gatekeeper it once was, the third-party credibility it can lend still matters (even if it doesn’t actually help your SEO). Getting published may not send as many direct leads as it used to, but it does help tip the scale in your favor when being compared to other equally talented wedding pros who may not have as many press features.

• • •

As Facebook continues to reel from its myriad scandals
(everything from their mishandling of the Russian government’s interference in the 2016 US election to lying about and inflating video metrics to giving 150 companies including Netflix access to your private messages to executives green-lighting anti-Semitic PR messaging against people who spoke out against the company), it is increasingly turning to Instagram to make up for lost revenue (it finished 2018 with a 25% drop in stock price for the year).

If you feel like you’ve been seeing ads every fourth or fifth photo, in both your Instagram feed and in Stories, it’s because you have. If you feel like your reach and engagement has dropped, it’s because it has. Remember when Facebook changed their business page algorithms so that you’d have to pay to promote your posts to get seen by the same number of people you used to reach organically? They are applying that same strategy to Instagram.

And just when you’ve signed up for the latest online course on beating the algorithm, they will change it again.

• • •

Instagram Fatigue is growing.
People are tired of perfection, of perfectly curated imperfection (what I call “fauxthenticity”), of everything and everyone’s work looking the same same same. But Instagram still drives leads (though that number is dropping), so wedding pros continue to use it, becoming increasingly jaded, turning elsewhere for creative inspiration, and taking “detoxes” when they feel they need (and can afford) to.

Pinterest is still the top driver of social media traffic for weddings.
It has held this title for years. And let’s settle this debate: Yes, Pinterest is social media. Yes, it is a visual search engine. It is both. You need to approach it as both, creating a strategy that takes both unique circumstances into account. (And if you are detoxing social media, you need to detox Pinterest as well, because it triggers the pleasure centers in the brain the same way Instagram and Facebook do.)

My advice? Make the most out of Instagram, Stories, Facebook, and other social media platforms and features while they are still valuable, but don’t put all your eggs in their respective baskets. Social media is the house you rent. Your website, blog, and newsletter are the house you own. Make the house you rent work for you, but make your primary focus building equity in the house you own.

Wedding at    Amangiri   . Photo by    Cameron Clark   .

Wedding at Amangiri. Photo by Cameron Clark.

Destination: Big Business

Destination weddings continue to hold at about 25% of the global wedding market, with the number occurring outside the US continuing to increase, and the number occurring inside the US continuing to drop.

This shift occurred largely because of the Trump administration’s travel ban, leaving couples nervous about dealing with (or making their guests deal with) the uncertainty of US customs, and opting to get married elsewhere instead. Remember, millennials value making sure their guests feel comfortable and have a great experience overall. Choosing to avoid the United States as a wedding destination is easier than dealing with the anxiety of whether or not friends and family might get hassled as they get off a plane. This shift is obviously good news for the markets that have seen a bump in destination wedding business over the past two years, namely Mexico, Italy, Spain, Turkey, and Japan.

Several countries have begun to (or continue to) crack down on outside destination wedding professionals without work visas, most notably in Costa Rica, the Dominican Republic, Columbia, Thailand, Indonesia (with an emphasis on wedding pros headed to Bali), Japan, and India.

• • •

Even with travel logistics becoming more of a consideration for couples, we will continue to see the concept of GLOCAL weddings grow,
especially after Priyanka Chopra and Nick Jonas’s wedding. While the main wedding took place in Priyanka’s home country of India (where she is easily the more famous of the two) and they opted to work with Mumbai-based planner Aditya Motwane, they also brought in wedding vendors from other parts of the globe, such as photographer Jose Villa and wedding filmmaker Caleb Jordan Lee.

Because the world is more connected than ever, and couples can find the best talents anywhere thanks to social media, they are increasingly opting to combine global and local (GLOCAL) vendors for their weddings, whether local refers to the place they call home or local to their destination. It is becoming more rare to plan a wedding comprised of 100% local wedding pros.

Getting Tech-Wise

Wedding tech is still the fastest growing segment of the wedding industry (it has been for the past five years), but not without its pitfalls.

As some wedding tech companies that burst on the scene several years ago – armed with millions in VC funding – ended up laying off staff and quietly closing their doors over the past 18 months, investors are starting to take a closer look at the realities of the industry. They are doing more due diligence than they’ve done in the past, rather than taking hopeful industry disruptors at their word.

The two biggest hindrances to success in the wedding tech space continue to be a lack of awareness, education, and respect for the history of the industry and the people and ideas that paved the way, and a lack of understanding of the true consumer behavior of brides and grooms. While anecdotal experiences can be useful as the spark for a business idea, the success and longevity of the business idea require that founders dive deeper.

Design by    Imoni Events    at the    Royal Palms   . Photo by    Cameron Clark   .

Design by Imoni Events at the Royal Palms. Photo by Cameron Clark.

The Tough Realities of Tariffs

Tariff is simply a fancy word for a tax on imports or exports and if you are a creative artist in any capacity, your business will be affected by the 10% tariff the Trump administration imposed on billions of dollars worth of Chinese imports this past September (the rate was supposed to rise to 25% on January 1st, but the two countries have agreed to hold off on the increase until March 2019).

Tariffs are affecting the import costs of pretty much every product that goes into making a wedding happen. Even if the end product is assembled in the United States, many of the source materials come from China.

For example, chiavari chairs now cost 10% more for furniture rental companies to import, and may cost 25% more come March. These costs ultimately get passed to the bride and groom, which means that either their design budget won’t stretch as far, or they’ll choose to splurge in this area and cut back on other vendor categories (photography, invitations, music, etc).

Here are just a few of the wedding-related materials and products that will be impacted by these new tariffs: letterpress machines, engraving plates, stamping foils, stationery (glassine, embossed paper, photo paper, etc), inks, dyes, paints, pigments, cameras and camera parts, film, power generators used for tented weddings and outdoor events, compressors, hydraulic lifts, and other tools used in event production and installation, hair products, gifting products and materials, vinyl, wall and ceiling coverings, dance floor materials, wedding apparel and fabrics, upholstery, leather, and floral containers.

You can download the full list of import products impacted by these tariffs here.

• • •

Across the pond from the US, Brexit is likely to affect floral imports, driving costs up, which in turn will force couples who value flowers the most to cut back in other supplier and vendor categories. Again, this means that the price of wedding flowers could very well affect you as a caterer, photographer, or invitation designer.

Some feel that Brexit’s impact has already begun, even though it has not yet officially been implemented and still faces a fight. Many British wedding suppliers have seen their costs go up, in turn pricing them out of the budgets of their target brides and grooms.

• • •

Even if you hate politics or don’t consider yourself a political person, the policies and laws that get implemented affect your business in a very real way, no matter what side of the aisle you fall on. If you never pay attention to the news, consider checking in at least once a week, so you can keep your thumb on what may impact you, even indirectly, in the future. Pay attention to your supply chain and the supply chain of the products you use and depend on. This will help you better plan and prevent you from getting caught off guard.

Photo by    Cameron Clark   .

Photo by Cameron Clark.

The Wedding Industry Is Still Recession-Proof

If you are feeling the pinch from economic and political uncertainty over the past two years, you’re in good company. Many wedding pros are feeling the same way and you are definitely not alone.

The good news is that people will still get married, and in that sense, the industry is recession-proof. Couples may have longer engagements to save more or to keep an eye on their stock market and other investments, they may place a heavier priority on where they spend their wedding budgets, but they will still tie the knot.

The challenge for you as a wedding professional will be to market and sell your true value more clearly than ever. To show why your particular brand and talents are vital to their day. You want to be the area they choose to splurge in, if they are forced to cut back in others. Being the favored go-to of a planner or venue will not be enough. Being the most-published vendor will not be enough. Being the “celebrity wedding artist” everyone recognizes will not be enough.

• • •

To thrive in the coming years in this ever-changing industry, here are a few things you’ll need to do:

Get super clear on what your brand is about and adjust your messaging accordingly.

Diversify your marketing and play the long-game by building equity in the brand house you own.

Cultivate an inclusive community that authentically cares about something beyond themselves.

Don’t buy into your own hype and don’t assume your popularity will last forever, especially if you’re one of the current industry it-girls (or it-guys).

Acknowledge that true experts never stop learning and work relentlessly on pushing yourself to be better.

Pay attention to what’s happening in the world so that you can adjust your business plan as needed.

Working “smarter not harder” is not a thing. You need both.

The wedding industry is a dream job, and we need what you bring the table.