Finding your USP as a wedding planner in 2021

Wedding Planner
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Is your wedding planning business struggling post-pandemic? If so, you’re certainly not alone.

2020 wasn’t a fruitful year for the wedding industry. What began as a promising start full of bookings ended with numerous restrictions and laws that forced many couples to push back their wedding dates. As a result, many Wedding Planners suffered significant financial losses.

Fortunately, with a little guidance and some wedding planning tips for 2021, you can stay afloat in the wedding industry and win new business. It’s a crucial year for wedding businesses and innovation and resilience will play a huge role in helping you stand out. But first, it’s vital to understand the challenges of wedding planning post-pandemic.

Complexities of planning a wedding post-pandemic

With the roll-out of vaccines, it’s undoubtedly an exciting time for many couples to plan a wedding. Unfortunately, this means there’s a shortage of venues, vendors, and other wedding items as engaged couples vie for the same dates and services. This places wedding planners in a challenging situation as they have to work with multiple clients and find reliable staff to help meet the increasing demand.

Additionally, wedding planners have to prioritise the comfort and safety of every guest, pandemic or not, by following the set regulations on public gatherings, which can prove difficult. But this shouldn’t stop you from planning a wedding in the current times – it’s more important than ever to celebrate and cherish human relationships, after all.

All in all, wedding planners need to be quite romantic at heart and find a way to give couples their dream wedding without turning anyone down. Here’s where problem-solving and thinking on your feet come into play to ensure every couple gets their dream wedding.

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Tips on finding your USP

It’s no secret that wedding planning is a highly saturated market, making it more difficult for planners to build their client base. But once you differentiate your services from others and determine what’s unique about your business, you’re more likely to make more bookings and sales.

So, How do you do this?

1.Identify your strengths

Are you good at planning themed weddings? Or are you a table-setting guru? The goal is to find what you’re good at and use it to attract your target audience.

If you’re an expert at planning wedding entertainment, for example, you can use that to your advantage. It can be one of the biggest headaches for couples, so it’s a big plus if you’re able to take the process out of their hands – for example, by advising them on the genre of band that would be most suitable. Jazz bands, for example, are incredibly versatile – and suited to a range of different wedding styles. Even if the wedding you’re planning is more contemporary in style, then jazz covers of modern songs can stick to the theme while bringing a sprinkling of glamour to the proceedings.

It’s been an incredibly tough year for everyone, so the right music and entertainment is key at any wedding. People will enjoy these things more than ever and wedding planners have the privilege of helping to create such memorable, enjoyable moments.

2. Analyse your competitors

If your competitors already offer a service you want to provide, steer clear. The last thing you want is to give potential clients an option to pick between you or another planner. Therefore, establish what your competitor’s USP is before spending any money.

3. Identify your customer

The more you know about your target audience, the better you can serve them. So, start by identifying your key client’s age, interests, location, gender, and earning levels, and build buying personas around them. You can use these learnings across social media marketing and branding to ensure you’re targeting the right people.

4. Know where you could make improvements

To know why clients choose your competitors over you, look at what you’re doing wrong. For example, think about your pricing. Is it higher or lower? Then, work on improving your weaknesses to ensure potential clients book with you.

Once you find your USP, build a digital presence around it to ensure potential clients can find you quickly and easily.

Ultimately, with these wedding planning tips for 2021, you can book more clients and make more sales.

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