T h e S u c c e s s Yo u W a n t , T h e S u p p o r t Yo u N e e d
We d di n g N e tw o rk u s a Q u a rt e rly E m a g a z i n e Q 1 2 0 1 1
inspiration
leadership
motivation growth
vision
spotlight 4
Eric Newland & Emily Pollock
Business 5
guidance
community
support
teamwork experience
Getting What You Want From Wedding Colleagues
suggested reading 7
Conquer the
“3Cs�
Musings
Advisory board Chérie Ronning President Owner, Uncommon Invites
Jennifer Taylor
National Chapter Director Owner, Taylor’d Events By Jennifer
Amy Prutch Owner, AJ’s Studio
Linda Barclay
Owner, Barclay Event Rentals
Peter Barnett Owner/Chef, Premiere Catering
Molli Barss
Owner, Soiree Special Event Planning
Don Boshears
Private Events Director, Columbia Tower Club
Donna Hoff
Owner, The Wedding Genies
Eric Newland
Owner, Hybrid Moon Videography
Gayle O’Donnell Owner, Paper Passionista
CONTACT
Wedding Network USA 1.888.509.6872 info@WeddingNetworkUSA.com www.WeddingNetworkUSA.com Designed by: Melissa Fuchs
Looking Back,
Moving Forward The first calendar year for Wedding Network USA was 2010, and what a year it has been! When we started this organization, I never thought it would be like having a child, only with more demands. And like having a child, I wouldn’t change a minute of this wild and crazy ride. The rewards outweigh the challenges by far. Our goal was to have 100 Members in this first year; instead we have over 200. We have our first fantastic Regional Chapter Directors: Cindy Rosen of Encore Events in Portland, Oregon, and BreeAnn Gale of Pink Blossom Events in Seattle, Washington. Together, with their local committees, they have created educational and fun networking meetings in locations that have included parking lots, a yacht, the aquarium, hotels, parks and private clubs. We have hosted an array of professional speakers, and our own wedding professional members have covered a spectrum of topics from marketing, social media, legalese and accounting, and much more. Through it all we have met the goal of WNUSA: the sharing of business expertise, education and networking. I could not be more proud.
“I wouldn’t change a minute of this wild and crazy ride.” Our National Chapter Director, Jennifer Taylor of Taylor’d Events by Jennifer, has met our organizational needs to help us expand throughout the country. To further that effort WNUSA had a trade show booth at the Wedding MBA conference in Las Vegas this past September. It was great to see the enthusiasm that industry professionals have for an organization that is new and reaches out to all disciplines within the wedding world. We will participate in Wedding MBA again for 2011. You have likely noticed a change in the frequency of WNUSA newsletters. I have spent time reaching out to members and discussing what has been helpful and expected with the newsletters, and from that input we will be going to a quarterly newsletter. Our Regional Chapter Directors and our National Chapter Director will be posting updates to Facebook, and as we further develop the website of WNUSA you will see more frequent updates and informational items there as well. I look forward to continued expansion of WNUSA in 2011, recovery in the economy, and most of all, growth for all of your own businesses. Warm regards, Cherie Ronning, President
From The Expert
Let’s Get
Tweeting!
Social, Mobile & Connectivity Trends for 2011 by Don S Richardson, Digital Popcorn
The desire to constantly be in the know about what is happening in the social circle as well as up to date with what is “happening” drives this continuous cycle. Beyond basic communication, social media has become a form of entertainment. Texting is the method of choice for communication, followed by Facebook interactions. Why make a phone call, when you could carry on several text conversations at the same time? Checking the updates on a Facebook account or responding to a text can be done in quiet without others in the room hearing what you are saying. Twitter use is increasing and particularly with following topics of interest by the user. It is a great way to get a continual stream of information from friends, topic of interest, sports team, celebrity or current events. The level of interaction depends upon the individual user. Social Scanning is coming into popularity as people scan a code as a check in and then may be awarded points. Check ins are posted to Facebook and Twitter at the same time. Smart phone owners have the world at their fingertips. As grandiose as that may sound, advances in mobile barcode scanning technology have given rise to applications that allow for comparison shopping. QR codes are a way to make a connection between the physical and the digital world. When someone looks at your business card, flier, storefront window or print media ad and sees a QR code, they can pull out their smart phone, start a scanning application, scan the code and gain a wealth of immediately relevant information. The scanned code may take them to your Facebook page, Twitter page, business website; reveal a special offer or even a video posted on YouTube that you have created to be tied to that specific code. Email is still prominent and ever growing. Our inboxes continue to fill. Some companies have given up on email newsletter marketing, while others continue to build their double “opt-in” lists of interested recipients. This is enticed by a value added offer like an eBook or white paper with desired information provided for just the price of submitting
your email address. Email newsletters will continue to be a viable marketing tool, however, the overall size will be brief and the content enticing enough to make you want to click the read more and click through to the website or blog to result in a desired action like filling out a survey, making a purchase or inquiry. Social Media Trends for 2011 Social networks Facebook and Twitter are being used as social signals by Google and Bing. Being connected through these two social mediums and regularly posting and engaging with your audience will help your reach and may help your search engine results page rankings. Even though the usage of Social Media will continue to grow, people will continue to use search engines to find new things. A Facebook page is an opportunity for business to connect with their audience, potential audience and people who do not know them by brand name. It is also a great way to share photos of their craft. Businesses are stepping up the look and feel of Facebook pages by adding custom profile images or sidebars and landing pages help to improve the click rate for the “Like” button. Facebook will incorporate more social “pooling” of influence to “help” people make buying decisions. Mobile text message marketing campaigns are starting to appear on Main Street USA. Signs in storefront windows and billboards. By sending a text to a designated number, people join your program. They then receive mobile coupons, event invitations & promotions, mobile contests, mobile alerts, notifications and reminders. They have “opted-in” to receive text messages from your company, much the same as someone would “opt-in” to receive emails.
The Network
3
Member Spotlight
Eric Newland
Hybrid Moon
Hybrid Moon is a national award winning creative multimedia studio located in Portland, Oregon. Principal Eric Newland, Director of Photography, has his work showcased on various nationwide programming including: Good Morning America, Inside Edition, The Oprah Show as well as The Dr. Phil Show. The Hybrid Moon Team has been proudly producing “Weddings Portland Style” since 2001, a brides video guide to planning her wedding in the Portland Metro Area since 2001, check it out Saturdays at 9AM on KOIN Local 6. As well as producing wedding day films, Hybrid Moon produces promotional creative work for such clients as GE, UTC Fire and Security, Devries Public Relations, and Unforgettable Honeymoons. All of these varied dynamic projects keep The Hybrid Moon Team on the forefront of Digital Media in the Twenty-First century. Eric’s interest outside of the studio lie in his love of automobiles.
Emily Pollock
Novelty Hill – Januik
As a Seattle native with more than ten years experience in hospitality, event planning and venue management my journey actually began with an IT-focused business degree from Western Washington University. Not surprisingly, after a short stint in the banquet department at the Westin Seattle my aptitude for event management quickly became apparent and, needless to say, I’ve been hooked ever since! Over the years I have organized all types of events, from small rehearsal dinners to corporate blowouts for more than 4000, but my true passion has always been weddings. There is a feeling of accomplishment that comes with watching a bride walk down the aisle toward the wedding of her dreams that I just can’t resist, and the desire to exceed expectations in every detail fuels my inspiration from one event to the next. As the Events Director for Novelty Hill – Januik Winery I have had the privilege of developing our spectacular venue into a premier location for intimate wedding celebrations, combining modern trends with traditional elements and a touch of local flair. I am proud to be a founding member of Wedding Network USA, Seattle Chapter, and I look forward to being a part of our long-term growth and continued success in Western Washington. 4
Q1 2011
Business
Getting What You Want From Wedding Collegues by Dina Eisenberg, author PositivelyWed blog and founder Speak Up Powerfully
Weddings are like a organized sports team, don’t you think? Everyone from the planner to the florist to the caterer has a role to play. Sometimes teammates do that well, other times, not so much.
or call ahead. Otherwise, we can’t give the bride what we promised- a perfectly smooth wedding day.
Asking someone to change their behavior is tricky, to say the least. You want to say the right things to encourage better peformance while avoiding giving offense. So, here’s a little advice on how influence others without seeming bratty.
Key Points for Success
Using an I Statement can help you share your needs in a neutral, non-threatening way. You ask in a way that allows the other person to hear it well and respond. The best part is that I Statements enable you to become accountable for your own emotions and thoughts in a way that builds trust and stronger, more open relationship with colleagues and brides. What’s an I Statement? An I Statement is really just a framework or script used for conveying information. If you’ve ever done a role-play or read a script you’ll be able to use I Statements. It’s a simple formula. These statements work because you invite the other person to join you in resolving the issue. You’re not just imposing your will or opinion. What’s the Formula? I Statement formula is a string of specific clauses:
Or, you could say, “Don’t miss another deadline!” Which do you think would be more effective?
1. Be direct. I Statements work best when you can be very specific about the context and the desired new result. Don’t leave the other person guessing about when and what. 2. Use the “F” word- Feelings. Although it might not seem very professional, talking about your feelings can be very helpful if done in an appropriate way. Expressing your feelings will give you some relief and allow the other person to know what impact their action had upon you. (You’d be surprised how often people have no clue.) Go beyond the basics of happy, mad or sad. Try bemused or perplexed or others to capture the complexity of feeling. And, if you catch yourself throwing in ‘that’, as in, “I feel that…” you’re expressing a thought, not a feeling. Rephrase it to a feeling. 3. Be open to dialogue. Using the I Statement opens up a whole new conversation about how to get the best results for each of you. Be open and ready to generate other options to resolve the matter. Getting What You Want
state what happened
how it impacted you (feelings and consequence)
your desired new behavior
I Statements are an invaluable tool for understanding and getting what you want. They can open conversation and build better understanding between your wedding colleagues. Try one today.
the motivator
Dina Eisenberg is an attorney, award-winning mediator and
the consequence
Ombudsman who is the author of PositivelyWed blog and found-
An Example Here’s how the phrasing would sound as the DJ talks to the planner:
ed Speak Up Powerfully, a training/mentoring club for women entrepreneurs and executives. To read her Speak Up Manifesto visit, http://bit.ly/ezVAmo today.
When you didn’t give me the timeline changes in advance, I was frustrated because that makes it harder for me to orchestrate the wedding as DJ. Next time, please email The Network
5
Tips & Tricks
Marketing and PR ...
You’re doing it, right?
I had an opportunity to meet Erika Taylor Montgomery, CEO of Three Girls Media & Marketing company in the Bay area this month. She shared the following free and low cost marketing and p/r resources. Check them out. If you are using them, great - are you using them to their full potential? If not, get started today! ~ Cherie Ronning H.A.R.O. (Help A Reporter Out) - www.HelpAReporter.com Everyone’s an expert at something. Sharing your expertise may land you that big media opportunity you’ve been looking for! Journallists post specific queries - up to 90 each day. You read through them and respond directly to them if you feel you are a good source for their needs. Business2Blogger - www.Business2Blogger.com You fill out a form with a specific PR request, such as “Looking for bloggers to test and write about (your product) perhaps it is makeup or coffee or whatever. It gets blasted out to thousands of business bloggers who sign up to receive the offer. Those who are interested get in touch with you direct, and this can result in great articles about your product. Google Alerts - www.Google.com/alerts I know that many of you are using this, but probably not to it’s potential. Alerts will update you on results based on your query; put in your name; your company name; your competitors names. SocialMention.com - www.SocialMention.com This is like Google alerts only for social media, you will get results from Facebook etc by free daily email. Need a PR Campaign created for your business? Erick and her team are available to handle blogging, social media updates and generally spreading the good news about you!! Contact 408-871-0377 www.ThreeGirlsMedia.com Twitter @ThreeGirlsMedia Facebook ThreeGirls media
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Q1 2011
Suggested Reading
Conquer the “3Cs”
Competition, Change and Crisis by Jim O’Donnell, Paper Passionista
ADDITIONAL READ
Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—and succeed—in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies—providing a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning, you can conquer the “3 Cs” of business: Competition, Change, and Crisis . . .
1. BEAT THE COMPETITION Challenge your rivals, differentiate your product, increase your value, and stand out in the crowd. With their national bestseller The Go-Giver, Bob Burg and John David Mann took the business world by storm, showing that giving is the most fulfilling and effective path to success. That simple, profound story has inspired hundreds of thousands of readers around the world-but some have wondered how its lessons stand up to the tough challenges of everyday real-world business. Now Burg and Mann answer that question in Go-Givers Sell More, a practical guide that makes giving the cornerstone of a powerful and effective approach to selling.
2. CHANGE WITH THE TIMES Use the latest technologies, communications, and multimedia resources to connect with your consumers. 3. MANAGE A CRISIS Cope with everything from profit losses and rising costs to bad press and PR nightmares.
Even if your company is doing well, these cutting-edge marketing observations can keep you on top of your game and ahead of the pack. You’ll discover how expanding product lines may decrease your overall sales, why new brand names often outsell established brands, and why slashing prices is usually a bad idea. You’ll learn the dangers of attacking your competitors head-on—and the value of emphasizing value. You’ll see how consumers can have too many choices to pick from—and what you can do to make them pick your brand. Drawing from the latest research studies, consumer statistics, and business-news headlines, Trout reveals the hidden psychological motives that drive today’s market. Understanding the mindset of your consumers is half the battle. Winning in today’s world is often a matter of repositioning. It’s how you rethink the strategies you’ve always relied on. It’s how you regain the success you’ve worked so hard for. It’s how you win the new battle of the mind. The Network
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Directors Report
A Spectacular
first year!
by Cindy Rosen, Encore Events and Portland Regional Chapter Director
2010 has been a spectacular first year for the Portland, Oregon chapter of WNUSA! The commitment & enthusiasm from its members has been overwhelming, & we can’t wait to see what the New Year holds for such an energetic group! This year took us to some exciting venues – both new to the scene & well established in the industry. The newly reopened & ever-stylish Brasserie Montmartre, dinner & beer pairings at Widmer Brothers Brewing, under the big tent at Barclay Event Rental’s new facility, & rooftop at the Ecotrust in the Pearl District were just some of the amazing host venues to step to the plate for us. Educational topics ranged from marketing to advertising to competing in the saturated bridal market. But our most well-received topic might have been the ‘Ask The Experts’ round tables, which left everyone full of terrific tips and advice. And a special thank you to our incredible photographers, videographers, florists, DJs, musicians, caterers, rental companies, calligraphers (the list goes on!) for offering to showcase your talents at our meetings this year! YOU are what make them great! 2011 promises to be even more adventuresome and education-packed! We are so proud to have such a passionate, ethical & professional group of people in our chapter. Thank you all for making the Oregon & SW Washington wedding industry so wonderful!
Full Swing
Ahead!
by BreeAnn Gale, Pink Blossom Events and Seattle Regional Chapter Director
The Seattle Regional WNUSA Chapter kicked off its inaugural year this past January at Canlis Glass and ever since has been full swing ahead! From educational to networking meetings, the focus of each meeting has always been driven to engage our members. We have had the opportunity to showcase speakers such as Maria Ross of Red Slice and celebrity event planner, Sasha Souza. Meeting locations have been just as spectacular from the Seattle Aquarium to an overnight getaway at Alderbrook Resort to celebrate the end of wedding season. The year concluded with the First Annual Join Association Holiday Party at Columbia Tower Club featuring not only WNUSA but ABC, NACE, ISES and MPI! An incredible party to end a successful year! This January 26th we will be at The Palace Ballroom with an interactive evening of “Ask The Experts” round table discussions. Natalie Bradley of “Bride Attraction” will be the keynote speaker! Natalie will be educating us on “How to Attract All the Brides You Need in Your Wedding Business.” We hope to see you at a meeting soon.