Preparing and sending a weekly newsletter about wedding and event related happenings that I send to prospective event clients has helped to generate more banquet business.
I have started producing a weekly “newsletter” that is basically a simple document I send to all the brides (both those that are booked and those I am hoping to book). It lists any upcoming catering or golf outing events as well as about five wedding tips each week. In addition to the ceremony and reception I also discuss other elements of a wedding reception including the dress, the music, the photographer, and even the bride’s make-up. You name it, I talk about it.
I will be the first to admit that I am not a wedding expert, a “Certified Wedding Consultant,” or anything fancy like that. When it comes to weddings I come from the School of Hard Knocks. I have worked with hundreds of brides who all want something new and different and I have had to handle some very interesting situations. That said, I’m really fun at happy hours; I have war stories beyond belief.
In the newsletter, I don’t share facts, I share insights and opinions. This helps brides see me less as a sales person and more as a consultant with insights that go beyond food and beverage. It’s working too as I have many brides call me with a question about their limo or something totally unrelated to food and beverage. I love that. I want them to see me as the person with “answers to all their wedding issues.”
I send this newsletter out every Tuesday at 2:00pm. What is really shocking is that I now have the brides expecting to receive it on that day at that time. They look forward to what I have to say next so much so that every once in a while, when I get caught up with an appointment or a call and forget to send it out right a 2:00pm, I start to receive emails or calls asking what is taking so long and reminding me to send it! That blows my mind. One mother of the bride even referred to me as the “Martha Steward of the Fort Worth Wedding Industry.” Very Flattering.
What types of communications are to executing at your club? What types of response have you received from doing so? I would be happy to hear what you have to share and look forward to your responses.
I hope that helps and until next time, just keep selling!