The Pro Experience Cleveland: The Knot + Wedding Wire’s Workshop for Professionals
When my great friend Lauren Nolan (brand and marketing expert at The Knot Worldwide) put a bug in my ear that The Pro Experience by the Knot + Wedding Wire was going to be in my hometown Cleveland, I was thrilled. I knew anything put on by The Knot would be top-notch. And let me tell you, it did not disappoint.
Attendees entered The Madison, an industrial venue space east of downtown Cleveland, welcomed by a delightful, colorful, picture-perfect displays designed by A Charming Fete, a luxury wedding planning company. Everything was a photo-op. A breakfast display. A donut wall display. The cutest pour-over coffee station you ever did see. A classic car spouting out balloons…
As we took our seats for the start of the conference, I looked around and felt excited and proud to be part of an inspiring, creative, beautiful and highly-personalized industry. My peers around me aim to provide the best product or service they can for events that truly matter: weddings.
Here is a just a little bit of what I learned in July. I hope wedding pros and engaged couples alike can learn a thing or two as well! Enjoy!
Gen Z is highly interested in the personalization aspect of their wedding.
They are 80% more likely to do business with a company that offers a personalized experience.
They are also focused on starting their own traditions and bringing in elements on their “couple” personality.
Your brand is how you make the couple feel.
Couples are looking for brands that are inclusive, engaged on social media, has recent reviews and a ‘fresh’ look.
Don’t let your content (on social, website, Google listing, etc.) get outdated.
Be consistent everywhere.
On social media:
Show couples content that makes them think, “I want that for my wedding.”
Your current couples expect to see themselves on your social media.
Show your process.
Ask couples better questions. Couples should be the ones talking in the meeting. What are they prioritizing? What are they dreaming about for their wedding day?
Don’t rush the process – this is (probably) the first time they are doing it.
If you’re not excited about their wedding, they aren’t going to hire you.
⅓ of couples will need a reminder to do a review.
Don’t be afraid to have peer vendors refer you!
90% of consumers seek out and read reviews.
Ask for a 5-star review if you know you gave them a 5-star experience — be specific.
Ask for the review shortly after they have received the product or service deliverable.
If you were reviewed negatively, respond in a positive way.
On vendor relationships:
Stay relevant with your peer vendors and cast a wide net.
Get to know everyone.
Network outside the wedding industry.
On LGBTQ equality:
Use inclusive language in your website, marketing materials and social media.
Many terms in the wedding industry are gender-specific. Change these where you can (IE: “Bridal Party → Wedding Party, The Bride & Groom → The Couple”)