going to the chapel and were going to get married… but where do we get help? lora kinzel final...
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“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?