From your marketing photos on social media to the portfolio you bring out at a consultation, the wedding industry runs on visuals. All it takes is a quick scroll through Pinterest to see this play out on a grand scale. Engaged couples rely on photos for inspiration and we, as event professionals, depend on photos to sell our work.
There’s a reason couples are willing to spend a pretty penny on photography for their big day. The visuals matter! Weddings represent significant life events and couples want to share beautiful photos of their one-of-a-kind day. Likewise, they’re just as likely to spend top dollar on the services that fill those pictures with floral arrangements and décor.
Thus, it’s clear why we operate in such a visually-driven industry and, if you’re looking to book more business and increase your bottom line, your visuals need to be on point. Here are a few ways to turn those visuals into real, concrete business opportunities.
Curate high-quality photos
Even the best designs can look less-than-special in poor lighting or from a bad angle. Start building up relationships with local photographers to get quick and easy access to real wedding photos from a professional. They may also provide new opportunities to bring you in for inspiration shoots, which can help build up your portfolio further. If nothing else, start refining your own photography skills — even if that just means downloading a new app on your smartphone and experimenting with angles and lighting.
Deck out your office
If you want your visuals to sell, you need to present them to your prospects at multiple touchpoints. Sure, they may have run through your Instagram account several times, but social media doesn’t always capture everything you want to (especially when you consider your competitors are using the same space). Start putting up high-quality photos around your office that are impossible to miss when people visit for consultation and planning meetings.
Framed photos, canvasses, a slideshow on a TV, or an iPad stocked with images are all great options to dress up your workspace with your work. Just be sure to keep the photos fresh and updated with new images; otherwise, trends of years past will reveal that your pictures are dated and no longer relevant to your current inventory.
Create a narrative on social media
A picture may be worth a thousand words, but that doesn’t mean you can’t add your own story to your photos on social media. When you use a storytelling approach to share visuals online, they reach followers from a place of authenticity as opposed to feeling salesy and promotional. Tell your couples’ stories or share a behind-the-scenes tidbit that includes your products and services.
Social media can be an advantageous platform for reaching your target market with relevant content, but remember that there is more value in a narrative than a sales pitch. You can (and should) start hard-selling post-inquiry and at the consultation table, but it’s best to keep the social media content light and relatable to all who follow.
When it comes to selling with visuals, it boils down to two things: the quality of your photos and how you use them. One without the other is not enough to make an impact, so take the time to address any gaps in the process now so you can start wowing your prospects with your best visuals.
Kevin Dennis is the editor of WeddingIQ and the owner of Fantasy Sound Event Services, a full-service event company based in Livermore, California. Dennis is the current international president for WIPA.