Supporting the Bridal Business Industry

Posts tagged ‘bride’

Something Old, Something New, Something Borrowed….

and Something Blue. 

In the wedding business this saying comes from the Victorian Era….but I’ve adapted it for 2013 AND for the professional in the Wedding Business!trumpet-mermaid Wedding Dress

Something Old.…what’s working for you right now that has been around for a long time?  Face to face visits!  I realize that it’s extremely easy to stop having those visits with our customers, however, one of the top wants of a bride and groom planning their wedding is…..a relationship.   Let’s look back: remember when the phone call was easier than setting up a time to meet face to face?  How about when the FAX machine was easier to contact the brides than a phone call…..then it moved to ‘the internet and emailing,’ and now it’s social media (Facebook, Twitter, Tumblr, LinkedIn).  However, the BEST OLD something….to close an actual sale, is to meet with your clients again!

Something New….let me hook you into some ideas that are WORKING!  Have you checked out: to create easy videos that help you in your rankings on line, plus are great advertisements for your company?  How about using to get your press releases out in the community or  At Evans Sales Solutions, we just started working with a company that helps you create an entire email follow up and follow through system–that will blow your mind!  We’d be happy to share it with you when you contact us for more information!  Email me: (and ask for the f/u & f/through system)

Something Borrowed.…OK, this make sense to ‘borrow’ from the huge amount of ‘business background’ that our team brings to you.  Have you read the book, ‘How to Double Your Wedding Business in 12 Months?’  or have you attended a ‘Bridal Business Boot Camp,’ that gives you education to grow your wedding business?  Have you signed up for the FREE newsletter, video or ebook to grow your company through our website?  Do it now…  (Register today!)

and Something BLUE.….how about the Ocean?  It’s incredible in Atlantic City!   You are invited to participate in the Bridal Business Academy in May 2013–where you’ll hear from experts in the field of business and the wedding industry!  Sign up early for the discount!  Click here for more information and registration: Bridal Business Academy
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25 Dazzling Decor Ideas for Special Events

<I>'Iron Chef' themed events mix food and fun.</I>

1. SWEET THEMES: Fun themes guests will enjoy

To create an exciting, interactive “Iron Chef” theme (see photo), design centerpieces featuring ikebana-style palm stalks placed in a wok filled with long-grain rice. Accent centerpieces with small, seaweed-wrapped candles set in square plates filled with soy sauce. Add tabletop props such as samurai swords, geisha fans and plastic sumo bellies, and send guests home with favors including sake cups, lacquered chopsticks and wind-up “walking sushi” toys.
Carla Felicella, Rare Indigo, Vancouver, British Columbia

For a ’60s theme event, use scaffolding as anchors for large fabric swags and oversized graphics. Ultraviolet paint can make fabric stand out, as can a wash of amber lighting. Have Day-Glo items such as buttons, glow sticks and decals on tables for attendees to play with.
Gary Davis, Freeman Decorating, Orlando, Fla.

See ’60s, ’70s and ’80s theme parties here.

See great themed special events here.

2. BIG DEAL: How to handle oversize rooms

To drop a ceiling in a large hall, use weather balloons, which can inflate safely up to 24 feet in diameter. Suspended from the ceiling, the white balloons take lighting effects well and also help with sound issues commonly found in larger spaces.
Charles Banfield, Charles Banfield Productions, Los Angeles

To minimize a large room, try running a wide roll of color cellophane horizontally along the walls at the entrance of the space — the static in the air will make it adhere with no tape. Continue running the cello into the space along walls and windows. At the point where you want to create a barrier, simply take the cello and cross the room or space that you want to restrict. Done with flair, this will give guests a visual perimeter of the party area, and the cello color can be incorporated into table covers, centerpieces, etc. You can also group candles in the far reaches of the area you are containing to give the space a more magical feel.
Constance Sherman, Wink Studio, New York

To fill a large space in a unique and interesting way, hang picture frames of many different shapes, sizes and colors from the ceiling and around the walls. You can instantly transform vast spaces into works of art.
Janet Elkins, EventWorks, Los Angeles

For tables at a “Zen Garden” theme event, use muslin fabric over burlap with a green light underneath (see photo). The light gives a peaceful “aura” and allows the burlap texture to show through the smooth muslin while still covering the table mechanics. Use sheet moss on top to complete the look.
Lauren Fine, Boca by Design, Boca Raton, Fla.

3. SPECIAL SPACES: How to cope with troublesome event spaces

For tricky spaces with columns or other view obstructions, use personal-view monitors as centerpieces. The stage can be filmed and the live feed seen at each table through small screens with battery backs standing on their own, or incorporated into more elaborate centerpieces.
Lauren Fine, Boca by Design

When you are faced with floor space limitations in your venue, make a powerful and captivating decor statement on the ceiling by using projectors to cast vivid images onto wide fabric panels (see photo). The images can change throughout the event, which will change the mood and atmosphere in the room continually.
Sean De Freitas, Designs by Sean, Dania, Fla.

Create the feel of more space by using color saturation to fuse separate areas into one large event venue. By “connecting” two ballrooms and an outdoor walkway between two hotels with red, green and blue color saturation, each room can embody a unique theme but remain conceptually linked because of the collective color grouping.
Brynne Frost, Destination Concepts, San Diego

4. TABLE FOR FUN: Great ideas for centerpieces and table settings

Are you tired of seeing the incredible centerpieces that your floral designer worked on tirelessly be taken apart by guests — or worse, taken at the end of the event under a coat? If budget allows, have your floral designer create miniatures of the centerpieces and set one at each place setting for each guest to bring home.
Kellie Mathas, USA Hosts, New Orleans

For a romantic wedding place setting, tie every napkin in a ribbon matching the table overlay and tuck in a single rose (see photo). Decorate each setting with a miniature silver picture frame, a miniature vase of flowers and a truffle favor shaped like a wedding cake.
Frank Andonoplas, Frank Event Design, Chicago

A collection of inexpensive old lamps that are similar in style can easily be adapted to create individual centerpieces by attaching decor bowls to the light sockets.
Theresa Day, Legendary Events, Atlanta

Design a custom cake-table skirt for your wedding from a beautiful embroidered or beaded fabric. Have your seamstress turn it into a Christmas tree skirt for the couple following the wedding as a permanent reminder of their special day.
Timot McGonagle, Nashville, Tenn.

Use clear glass charger plates; under the plate you can create a design to complement your table dressing and enhance your theme for each individual guest.
John J. Daly Jr., CSEP, John Daly Inc. International, Santa Barbara, Calif.

See more great ideas for centerpieces here.

5. COOLER WITH COLOR: Creative color palettes for special events

With the stroke of an artist’s brush, even clients on a budget can have the look of the latest in designer colored-glass vases at their events. Simply create a pattern that best suits your party’s design scheme and roll the pattern inside a clear vase. Then, utilizing the event color palette, paint on the pattern with water-base paint (see photo). Murano glass, eat your heart out!
Cheryl Fish, MGM Mirage Events, Las Vegas

For instant color at minimal cost, multi-colored Slinkies can be used as votive holders, chair ties or centerpiece accents.
Lisa Cook, Affair with Flair, Englewood, Colo.

Is ivory too airy for an evening party? Bring it down a notch by adding black carpet and chairs. The black will soak up the light and will punctuate your decor elements, making them appear more prominent. The look is dramatic, and it will hide all of the cables and production equipment in the shadows.
Charles Banfield, Charles Banfield Productions

Add a touch of elegance to an event by swagging existing staircases with colorful fabrics. Not only do the fabrics add a touch of flair to a room, but they also allow you to cover unwanted elements without getting into messy liability issues that may come up if you conceal railings or steps.
Janet Elkins, EventWorks

See the latest on color palettes for special events here.

6. SEATING SMART: Seating ideas for galas and other special events

Instead of always relying on traditional guest seating like folding chairs or chiavaris, try using an 8-by-8-foot daybed fashioned from staging elements, or a 32-foot-long bench constructed with Bil-Jax platforms (see photo).
Dave Merrell, An Original Occasion, Los Angeles

Rather than relying on standard hotel rounds for guest seating, create a new twist by incorporating two or more rectangular banquet tables and placing them together to form large, square tables. Custom linens can then be added for a truly unique look.
Janet Elkins, EventWorks

To make everyone feel at home and connected at an intimate wedding, seat guests at one long rectangular table instead of multiple rounds.
Frank Andonoplas, Frank Event Design

7. VALUE ADDED: How to stretch your special event budget

When having a set designed for a general session stage, ask the property that will be hosting your group for contact information for the group that occupies the ballroom directly before or after you. Call the producer of that meeting and discuss designing a set that can be shared by both groups. Both clients will get a bigger bang for their buck, plus the savings that can be passed on to both clients will be phenomenal.
Steve Kemble, Steve Kemble Event Design, Dallas

When you have a limited budget for decor, go for one large statement in the middle of the room to grab guests’ attention, rather than putting small vignettes all around the room, which won’t have the same impact.
Dave Merrell, An Original Occasion

No budget for your next cocktail party? No problem. Rather than renting standard silver trays, buy large terra cotta pot liner trays and fill them with an ingredient of the food you are passing. For example, chicken satay skewers can be served on a bed of sesame seeds, and empanadas look great on a blanket of chopped cilantro.
Charles Banfield, Charles Banfield Productions

There is nothing like fresh greenery to add life to your event. If the event is at a major hotel property, ask your sales representative in advance of signing the contract if you can use some of the in-house plants. Many times at large hotels, there are many portions of the hotel not being used for events on any given night, and the plants in the foyers and other parts of these areas can simply be transferred to the ballroom you are using for a glorious — and free — enhancement.
Steve Kemble, Steve Kemble Event Design

Read more:

What’s a Bridal Show booth supposed to look like?

Dotson Studios Photography

OK, in my past….my wife (Rebekah) & I owned the Bridal Expo (when there was only one) in Southern California.  Our largest show was at the incredible Disneyland Hotel — where we usually brought in over 3000+ brides on a weekend event.   Even back then, we hosted ‘Merchant Maximizer Seminars,’ which were educational series all to support the wedding professional.   One of the most anticipated seminars, was the one about ‘How to set up and design the best booth,’ for the show.   (We even gave trophies for the best one!)

Our advice is ‘successful bridal-show booths entice brides-to-be to view your offers, connect on an emotional level with potential clients and stand out from other booths, so you’ll need to make sure that you don’t fill it so full (with all your great items) or leave it empty (so that the bride doesn’t understand what you offer).   It’s  important to note that whether you offer photography services, wedding cakes or customized invitations or wedding registry, you need to use the ‘5 senses,’ and add promotional concepts which can help extend the effect of your bridal show booth for a long time.   We’ve always believed that the best bridal-show booth ideas encourage brides to make on-the-spot decisions to use your services, encourage follow-up after the bridal show and ultimately increase sales and profit.

In our bookHow To Double Your Wedding Business in 12 Months,’ I spend a bit of time going over ideas, suggestions on how to set and display your business.  Most of all, you’ll find tips and techniques on how to SELL to a bride!   As I always say,  “It’s A Bright New Day With Unlimited Possibilities!”  –Chris Evans

Check out our Audio CD

Click here for Products:  ‘Booth Design Tips &  Tricks’ by Chris Evans

Click here for more ideas on booth designs via Pinterest! 

The Bridal Industry Today

Here’s a useful snapshot of the bridal world in the U.S.

With the popularity of wedding reality shows on networks like TLC and Style, weddings are in the spotlight more than ever. Here’s a brief overview of bridal stats gathered from, Brides Magazine 2012 American Wedding Study, and

  • September is the most popular month for weddings; June is second. 20% of couples get engaged in December.
  • The average age of a bride is 27 and the groom is 29.
  • An average guest count is 140 and the length of engagement is fourteen months.
  • Blue, purple, and green are the biggest wedding colors.
  • 69% of couples had there own personal wedding website. 59% of brides used Pinterest to generate and organize wedding ideas.
  • The average cost of an American wedding is $27,000. New York City boasted the largest average cost of more than $65k, and Chicago was second at $53k per wedding.
  • Venue accounts for approximately 50% of a wedding’s budget.
  • The average cost of a bridal gown is $1355, and bridesmaids’ dresses average $145.
  • In this economy–exporting may be the way to expand your products.

To sum it all up, get yourself into Pinterest, focus on September and June themes, look into exporting into China and move to New York! Okay, maybe you should stay put –where you are–and use these stats to make the most of your business. For more great resources on the wedding biz, check out my site: or

Have a great week, and do a little of your own research on wedding trends. It can only help propel you forward. As I always say, “Knowledge plus implementation equals power.”


Chris Evans

P.S. Join us at the BRIDAL BUSINESS ACADEMY in Santa Monica on December 4 or get more information on the EASTERN SEABOARD Academy next May! 


Bridal Business Boot Camp

Next Bridal Business Boot Camp set for DETROIT -Hilton Garden Inn on August 27! Join other wedding professionals to learn more on growing your business.

SMART Rules In Marketing Your Wedding Business

Do you know the steps to marketing your wedding business?  What do you need to put in the box? It’s actually simple:  S.M.A.R.T.

What’s in your Marketing Box?

S:  Be Specific. Don’t be vague in what you are trying to get across to the brides.

M:  Create something that is Measurable.  Determine what the success factor is for that goal.

A:  Are you able to Attain the goal you set up.  Is it something you can accomplish?

R:  When setting up your bridal marketing goals, are they Realistic?

T:  Do you have a Time Frame in which to create and make this goal work?

To guide your wedding business marketing efforts, you need to understand how to take ‘your passion’ in this industry and make it a business that plays to the needs of a bride.   There are several ways to build your company through an ‘Internet Marketing Strategy’ such as:

  • Your website.  Is your website creating desire?
  • SEO:  Search Engine Optimization.  Is your company always striving to be at the top of the search engine?
  • E-newsletters, Blogs:  Does your company create items that make you a star in this industry?
  • Social media: Do you stay on top of your social media, putting your company as the connection providing help to the brides creating a dream wedding?
  • Your Database.  Are you able to collect and add to your database of couples looking to use your company?  Increase your brand circle, by reaching out to those reached out for you!

Tips to help you: 

1) In the book ‘How to Double Your Wedding Business in 12 Months,’ Author Chris Evans, shows you how to break down your goals and set up realistic steps using sales techniques that will support you as you go forward.   

2) ESSText is a marketing technique used to capture your next client by using a ‘text program,’  through your SMART phone.

3) is a site that creates marketing videos to help take your marketing up a notch!  Each customized video can be placed on your website or used in your social marketing.

Marketing support with these items you can purchase through Amazon or at: 

OK, overwhelmed and need someone to do this for you?   Evans Sales Solutions can help you!  The Bridal Marketing Concierge team works to best suit our wedding business clients by providing them a range of full service marketing techniques and the ‘training’ needed to put your staff at the top for sales and service.  As a solutions-based and results-driven bridal marketing concierge in this fast paced environment, we help to grow your sales and increase your profitability.  Call 805-322-4446 or email:

Wedding Watch News-A guide to better business 

Click here to read

Wedding Social Marketing Blue Print Surprisingly Simple?

Creating a social marketing blue print for your company can be incredibly hard for the #wedding business owner who is working constantly ‘keeping the doors open,’ and doesn’t have the time to be on the computer and grow their business.  It’s important to stay on top of the daily changes and updates in social marketing, so that your company is found easier.   Here are a few quick things to note when you are working on your blue print: 

1) Write click-worthy titles and descriptions for the bride to be

When it comes to writing titles for search engines, the first thing you have to know is this…you only have 65 characters to write your headline.  You could write the greatest headline, but if it’s over 65 characters, it will get cut off.   Try to create something that you know will interest the clients you want to come knocking at your door.

  • Front-load your titles with keywords – Since most people only scan the first 2 words in a title, try to a keyword in the front as much as possible.
  • Meet the expectations of the reader – Your title should click to a page that meets the expectations of the user.
  • Emotionally writing – Try to make your title an emotional call to the brides.   Use adverbs that will pull them in: Emotional words are; killer, FREE, amazingly, surprising, uncommonly, tempting, astoundingly  (make up your own?)

2) Keywords 

When you want to attract attention when it comes to ranking above the fold is with Google+

  • Google looks for the word you typed in, but sometimes also looks for synonyms or related terms. Any words appearing in boldface type in your search results are terms Google associates with your search terms. For example, if you search for [kittens] you might see the word cats in boldface in your results.
  • Adding pictures, creating a blog with keywords, add friends– all support your going higher on the search engine.

3) Meta Tags 

These ideas are from Google.  The quality of your snippet (a small piece of brief extract: ‘snippets of information’) is important.  Using identical or similar descriptions on every page of a site isn’t very helpful when individual pages appear in the web results— the short text preview Google displays for each web result — can have a direct impact on the chances of your site being clicked (i.e. the amount of traffic Google sends your way).  Google wants snippets to accurately represent the web result. They (Google) will frequently prefer to display meta descriptions of pages (when available) because it gives users a clear idea of the URL’s content.

  • The meta description doesn’t just have to be in sentence format; it’s also a great place to include structured data about the page. Google limits meta descriptions to 160 characters or less.
  • For some sites, like news media sources, generating an accurate and unique description for each page is easy: since each article is hand-written, it takes minimal effort to also add a one-sentence description.
  • Finally, make sure your descriptions are… descriptive.  Front load keywords that are relevant to the article. If you like formulas, ask “Who? What? Why? When? Where? How?” That’s a formula journalists use to report. It works equally well writing descriptions.

Remember, that you are in business!  While it may have started from your ‘passion’ and that should still be part of the business, you must continually take the steps to bring your company up to speed on social marketing.   Bridal Business Marketing Concierge is one who can help with that day-to-day social marketing.  Learn more about our internet marketing solutions 

Recent blog posts about bridal business marketing strategy:   (From Evans Sales Solutions)


Contact us: 
Evans Sales Solutions, LLC

Five Ways to Grow Your Business

Are you feeling stalled out in your business? Get to work this week, formulating your plan for growth. Take a look at these five suggestions to get started.

Customer Service Get a leg up on the competition by making excellent customer service your number one priority. If your client feels like you are doing everything you can and more to take care of them, they will want to tell everyone how great you are!

Expand Take inventory of your most popular services and add on accessories that make them even more attractive. Then add more services that are becoming popular in the marketplace. If you are not constantly growing and improving your product, you will eventually go backward as your competitors move ahead.

Quality Every product or service you put out there reflects on you, so make sure it is your best work every time. Attention to detail can seem like a dying art. Perfecting the little things goes a long way with clients, and word of mouth will spread quickly.

Team Put your goals in writing, then communicate them with your team, updating everyone weekly on the progress. You won’t believe how motivating this will be. Also, ask your team for ideas on ways to grow. Often, the best ideas come from those who are in the trenches.

Referrals Always ask your client if they know of anyone who needs your services, and ask them to contact them for you. This can be the quickest way to get new business. A warm contact is always more open than a cold one.

Now it’s time to roll up your sleeves and get to work. Business growth is possible; sometimes it just takes some rethinking, imagination, and hard work.

To learn more about growing your business, check out my book How to Double Your Wedding Business in 12 Months.  Find me on the web at for more tools to improve your business. While you’re there, sign up for a Bridal Business Boot Camp in your area!

This week, put on your thinking cap and strive for more!


Chris Evans

The ESS Team

Chris Evans – CEO, Motivation, Sales & Techniques Training

Rebekah Evans – Marketing & Sales, PR & Social Media Manager

James Mitchell – Internet Expert, Web & Database Design

Vanessa Carroll – Copywriter & Marketing Content Manager

EvansSalesSolutions provides business training, workshops, emarketing and more to grow your wedding business. Products are available at 



Gain an edge by developing one new habit—watching your competition in the wedding industry

You want to be better than your competition. You want to be viewed as the best in town. But how can you accomplish this if you don’t know what the competition is doing? The following activities will help you gather a well-rounded report on your competitors:
  • Visit their website to learn about marketing strategies, personnel, and future plans.
  • Visit their store to see their products, sales, and deals and get ideas for your own store.
  • Order their brochure or newsletter to understand how they are marketing themselves.
  • Sign up for their loyalty program to see what their customers receive from them.
  • Do an online search to find articles, blogs, and reviews.
  • Read their ads to understand their promotional patterns.
  • Like their Facebook page to get updates and see how they engage people in social media.
  • Ask around to find out what people think of your competitors.

The more you learn about your competitors, the better decisions you’ll be able to make. You can price your product more intelligently, learn what prospects like and dislike, and negotiate with an edge.

When you’re meeting with a prospect, you can tell them how your competitors are priced, what kind of customer service they offer, and what kind of reviews they are getting. With this information you can make them a better deal than anyone else and close the sale.

Knowledge of your competitors can help in numerous ways, but only if you keep up on it. You can’t base your competitive edge on information you gained last year, so be sure to stay on top of it weekly.

To get even more of an edge on the competition, order 12 Secrets Every Wedding Professional Should Know, and gain valuable tips from 30 years of wedding business experience.Image

The Bridal Marketing Concierge of Evans Sales Solutions, LLC is an outsourced marketing management company to support you in the wedding industry.  We operate to best suit our client’s needs by providing a complete range of full service marketing techniques.

As a Solutions-based and Results-Driven Bridal Marketing Concierge we aim to support your company by leveraging our business relationships and access to unparalleled networks. We create strategic, specialized and customized plans to bring your business to the next level.

We offer an encompassing assortment of marketing services, such as:  lead generation and tracking; campaign planning; market planning for the wedding industry; development and implementation; web design & development; search engine optimization and hosting packages; promotion & support on event planning (as designed); and,  support for advertising, graphic and printing options.

Evans Sales Solutions  (805) 428-3851

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