Finding your niche as a Wedding Planner is one of the first things we talk about in our courses as the Wedding Academy.
Why? Because it serves as the foundation of everything you do.
When you build a house you start with foundations. You wouldn’t build you house on top of a load of mud you’d put your foundations down first. Then you build up from there. Starting a business is very similar.
When you’re in those early stages of starting a business there are so many things to think about. You know you need a business name, a logo, business cards, website and email addresses, to name but a few.
You’ve heard people talk about defining your brand and having a strong brand message, and all these are things are important. But before any of that you need to discover what your niche is.
There’s one big mistake that many rookie wedding planners make; thinking they can be all things to all people. They can’t. It doesn’t work that way.
How do you define your niche?
Let’s use cars as an example.
If you were in the market for a luxury car you wouldn’t go to a second hand car dealer. You’d be off to one of the more exclusive looking showrooms. You’d be looking for the red carpet treatment you expect for purchasing a luxury car.
How would you feel if this luxury showroom displayed a mix of luxury and secondhand bombs?
I’m guessing you’d be confused because I know I would. Immediately the showroom is sending out mixed signals.
Are they a luxury dealership or are they specialising in people looking for their first car?
Do you see where I’m going with this?
The same applies to your wedding business. If your niche is packages for the budget bride then you can’t claim to be a luxury wedding planner. It simply doesn’t make sense.
On the flip side just because you have a niche it doesn’t mean you can’t work with other clients.
One of our mentors at the Wedding Academy, Zoe, her niche is marquee weddings. However, she still works with clients who don’t want a marquee.
What she is able to do though is tailor all her marketing so it speaks to couples looking for a marquee wedding. It makes her a marquee wedding specialist. It makes her an expert in that area.
Can’t I work with all couples?
No you can’t! A common misconception for new planners is they work with ALL couples.
Let me stop you right there.
You cannot work with all couples. All couples are not your client.
It’s impossible to market your wedding business to all couples.
However what you can say is that you’re a wedding planner specialising in vintage weddings for brides in the London/Sydney/San Diego area. You then know your brides are probably scouring blogs like Love My Dress or Chic Vintage Brides.
This gives you an advantage. You know where you need to be from a marketing perspective. You know which Facebook Groups you want to be showing up in.
This of course is only half the story. You still need to know your ideal client intimiately and ask all the usual questions.
Where would my couple go on holiday? What restaurants would they eat at? Where would they shop for furniture? What designers hang in their wardrobe or closet?
Finding your niche is the first piece of the puzzle. You’ve eliminated the couples that aren’t applicable to you and what you offer. Now you can hone in on your target audience much quicker by knowing what your niche is.
And remember, your niche should be something that feels easy for you. Something that’s a natural fit with who and what you represent as a person. What you’ll find is that you come across as authentic and genuine and your perspective clients will believe in you and the services you are offering.
This is something we specialise in at the Wedding Academy. Our Advanced Certificate in Wedding Planning, Styling and Busines takes you through the 8 steps of launching a successful wedding business.