Be Relevant To More Couples: Key Inclusivity Considerations - Kathryn Hamm

Be Relevant Successful marketing isn’t just about what you say, it’s about how it lands on your audience – intended or otherwise

Why Does It Matter?

• Helps you earn new business • Helps you earn referrals • Strengthens your service offering Paul Rogers Photography LTD

Pitfalls & Promises

THE TRAIL & THE RUT

Seeking opportunity

Mainstream congestion

Stuck in a rut

Picking a direction

Avoiding disaster

Avoid the Pepsi challenge

https://www.youtube.com/watch?v=Pn8pwoNWseM

Key Inclusivity Considerations • • • • •

Think critically Do your homework Avoid assumptions Build relationships Start somewhere Toby Ogden Photography

Think Critically -- check yourself --

Who Is the Audience?

Millennials

Generation Z

• 80% of today’s marrying couples • Value authenticity • Value diversity • Prefer brands with a cause/shared value

• • • •

Tomorrow’s couples Values authenticity Values diversity FutureCast: Don’t adhere as tightly to “perfection” & want to be “unique”

Sources: WedInsights; FUTURECAST Millennial Mindset Report & Getting to Know Gen Z

The United States of US • • • • •

White (non-Hispanic), 61% Hispanic/Latino, 17.6% Black,13% Asian, 5.6 % Multiracial, 2.6 % (2015, US Census)

• Female, 51% • Male, 49% (2015, US Census)

• LGBTQ, 4-7% (2014-2016, various national surveys)

Ask Yourself: • • • •

Who do you serve?

Who aren’t you serving?

Who is determining who you serve?

Who else might you serve?

The Wisdom of Youth

“bride”

“groom”

“wedding”

“engaged couple”

Do Your Homework -- use peripheral vision --

What or Who is “the market”?

What or Who is “the market”?

What or Who is YOUR market?

Cari Courtright Photography

Segment Trends: LGBTQ Couples

Source: WeddingWire 2017 Newlywed Report

Source: WeddingWire 2017 Newlywed Report

Source: WeddingWire 2017 Newlywed Report

Source: WeddingWire 2017 Newlywed Report

Challenges for LGBTQ Couples Determining budget

74%

Deciding whom to invite

72%

Making decisions

65%

Finding vendors

55%

Finding a venue

54%

Source: 2016 Contemporary Couples Survey – “Very to somewhat challenging”

Other Things to Know for LGBTQ Couples Value as important: weddings pros who serve all

87%

Important: Serves/supports same-sex weddings

86%

Struggle to see oneself reflected in marketing materials

1 in 2

Fear rejection

1 in 2 Source: 2016 Contemporary Couples Survey

Source: WeddingWire 2017 Newlywed Report

Derek Chad Photography

Segment Trends: The West

Nat’l Avg

West

Had a friend or family member officiate

36%

50%

Created own vows

36%

50%

Couple walked aisle to classical music

46%

34%

Used an alternative registry

21%

32%

Hired a wedding planner

31%

42%

Saw partner prior to ceremony (‘first look’)

45%

56%

Source: WeddingWire 2017 Newlywed Report

Resource Options • • • • •

Conferences / Webinars WedInsights / Reports Individual Interviews Expert Opinion Digital Media Survey

Avoid Assumptions -- know your blind spots --

The Wisdom of Youth

Emails from Banana Republic

“wedding hairstyles”

“Wedding hairstyles for black women”

Build Relationships -- the glue, the context & the backstop --

Earning Trust

Earning Trust: The Approach • • • • • •

I see you You are welcome here How can I help?

What else would be helpful?

Here’s what I can offer: How did I do?

Making Mistakes • • • •

Be open Be willing Be respectful Own the impact as much as you own the intention.

Start Somewhere -- something is better than nothing --

Pick One • World “To Do” List • Take another look at your footprint • Update your language • Ask for feedback Toby Ogden Photography

Pick One More • Ask open-ended questions • Read other POVs • Volunteer to be an apprentice • #BridalRebrand Sarah Babcock Photography

#BridalRebrand

Premium Webinar June 20, 2017 3pm EST

The Wisdom of Youth

@madebykathryn

@kathhamm