“Going to the chapel and we’re going to get married…

but where do we get help?”

Lora KinzelFinal Project Presentation

December 2006

What does a wedding planner do?

•Background

•Services

•Cost

Misconceptions•The couple has to be wealthy to work with a wedding planer.

•Wedding planners are expensive.

•Wedding planners will take over control of the wedding.

•If you use a wedding planner your friends and family will think you are a “snob”.

•Couples don’t think they need help (but some really do)

The Challenge

•To overcome misconceptions

•Keep expenses low

•To offer help for desired services

Research Question:

Can the needs of engaged couples be identified to make marketing

communication more effective?

Communication

…includes all advertising, marketing, and public

relations efforts

What I want to find out

•What services are needed?

•What services should I offer?

•Where do I place my communication dollars?

•What features on a website are appealing?

•What services do I offer?

Research Process

•Email sent to 766 engaged people in the Twin Cities

•Link to online survey tool included in email

•Eleven questions on the survey

•Sponsored by wedding planning service

If you were to work with a wedding planner, what services are you likely to use?

88

5050

50

0

10

20

30

40

50

60

70

80

90

100

Day of Mgmt.

Vendor Referrals

Errand Runner

Creative Ideas andAssembly

If you were to work with a wedding planner, how important would it be to choose a planner who:

78

28 22

19

41

29

0

20

40

60

80

100

120

Traveling Planner Offered Office withVendors

Offered Office

SomewhatImportant

Very Important

Vendor contacts most preferred

82 7863 62

12 1831 34

0102030405060708090

100

Locations Photo/Video Catering Music

SomewhatImportant

Important

If you are being assisted by a wedding planner, how many hours are you contracted for?

50%

40%

10%

9 Hours or under

10 - 30 Hours

Over 60 Hours

What resources would you or did you use in searching for a wedding planner?

55 52 48 44

0

10

20

30

40

50

60

Internet

Referral

Local WeddingMagazineTwin Cities BridalWedding Fair

What information would you look for on a wedding planner’s website?

93

7

59

39

93

7

72

26

0

20

40

60

80

100

Pricing Options Testimonials ServicesOffered

Background

SomewhatImportant

Important

Can the needs of engaged couples be identified to make marketing communication more effective?

YES

Client Needs•Wedding day management is the most attractive service.

•A wedding planner should travel to a desired meeting location.

•Wedding planners are typically used for nine hours or less.

•Potential clients look for a wedding planner through wedding specific websites, referrals and local wedding magazines.

•Potential clients want pricing options and services offered on a wedding planner’s website.

Recommendations for Marketing Communications

•Focus communication on wedding day management.

•Indicate willingness to meet the client at a location of their choice.

•Offer pricing for use of a wedding planner for nine hours or less.

•Distribute advertising dollars in wedding specific websites first, then in local wedding magazines.

•Add pricing options and services to website.

Can the needs of engaged couples be identified to make marketing communication more effective?

Questions?