What is engagement season?
An estimated 40% of marriage proposals take place in the time between Thanksgiving and Valentine’s Day. Hence this time is called engagement season. As a wedding venue, you will receive wedding inquiries year-round, but expect a spike in leads during and after the engagement season. To prepare, focus on updating your marketing and sales materials.
What to focus on
Your #1 marketing goal is to attract qualified couples to submit an inquiry. Then your smooth sales process should develop those leads into booked events. The best way to make that happen is by constantly asking yourself the following questions as you update your marketing and sales materials.
- What does my client need/want to know at this point in their journey? Answer their questions before they ask them.
- What is the best way to present this information? Be as concise and informative as possible using simple language.
- Is this information current? Avoid confusion by accurately communicating your current prices, packages, policies, and procedures.
- Does this content (image or text) represent my venue well and fit my brand? Be selective about the words and images you use.
- Can I simplify this for my client or me? Keep things as simple & straightforward as possible.
What you will need
Collect the following information to update all your sales and marketing materials.
- Fresh images – Enticing images capture attention, describe your venue and help clients envision their special day in your space.
- New client testimonials – Reviews provide social proof that other couples had a great experience and recommended your venue.
- Updated prices/package information – Concise, complete, and accurate information about your offer leaves no question about whether your venue fits their needs.
- Updated policies and procedures – A streamlined sales process defines expectations and next steps.
Where to make updates
Use the elements you collected in the previous section to update the following content before the engagement season begins.
- Your website
- Directory listings, storefronts, and business profiles, including, for example, Google, The Knot, and Wedding Wire
- Social media platforms (Facebook, Instagram, and Pinterest)
- Print & digital sales documents, such as sales magazines and pricing sheets
- Property tour script and onsite displays
- Client communication templates, like email templates and planning tools
- Client and vendor contracts
Snag a copy of our Wedding Venue Marketing Plan Guide to define your business’s branding, marketing, advertising, and sales strategies. Address your marketing and sales fundamentals so you can easily tackle the updates discussed in this post before engagement season. Think of this guide as your roadmap to a realistic, intentional, and cohesive marketing plan that fits you and your business like a glove.
While in our shop, check out other resources to help you uplevel your venue. For example, the Wedding Venue Business Plan Guide and Vendor Management Guide would be invaluable to your business at all stages of development. Contact us with general and product-specific questions. We’re here for you!