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
![Page 2: Going to the chapel and were going to get married… but where do we get help? Lora Kinzel Final Project Presentation December 2006](https://reader035.vdocuments.mx/reader035/viewer/2022070306/5518226a550346ac318b4aa5/html5/thumbnails/2.jpg)
What does a wedding planner do?
•Background
•Services
•Cost
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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)
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The Challenge
•To overcome misconceptions
•Keep expenses low
•To offer help for desired services
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Research Question:
Can the needs of engaged couples be identified to make marketing
communication more effective?
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Communication
…includes all advertising, marketing, and public
relations efforts
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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?
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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
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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
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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
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Vendor contacts most preferred
82 7863 62
12 1831 34
0102030405060708090
100
Locations Photo/Video Catering Music
SomewhatImportant
Important
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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
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What resources would you or did you use in searching for a wedding planner?
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10
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Internet
Referral
Local WeddingMagazineTwin Cities BridalWedding Fair
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What information would you look for on a wedding planner’s website?
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7
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39
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7
72
26
0
20
40
60
80
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Pricing Options Testimonials ServicesOffered
Background
SomewhatImportant
Important
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Can the needs of engaged couples be identified to make marketing communication more effective?
YES
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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.
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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.
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Can the needs of engaged couples be identified to make marketing communication more effective?
Questions?