Episode 61 - #61: Insight Out: Uncovering the Hidden Truths of Consumer Behavior with Loni Peterson
In this episode of Mind Your Wedding Business, Kevin Dennis sits down with Loni Peterson of LP Creative Events to unpack why understanding consumer behavior is essential for wedding professionals navigating a rapidly changing market.
Drawing on her real-world experience and her role as a professor at CU Boulder, Loni explains how emotional connection, authenticity, and values-driven branding influence couples' vendor choices. She explains the industry’s shift from influencer marketing to impact marketing, where couples - especially younger generations - prioritize meaningful experiences and alignment over aesthetics alone.
They also discuss short planning runways, evolving client expectations, and why wedding pros must adapt their communication and marketing strategies to stay relevant. This episode offers practical insight for anyone looking to build stronger client relationships while focusing their energy where it matters most.
Loni Peterson is a seasoned business owner and full-time professor at the University of Colorado Boulder in the Advertising, PR, and Design Department. She blends academic insight with real-world experience, bringing a passion for creative strategy, brand storytelling, and experiential marketing to her work on stage, in the classroom, and throughout the wedding industry.
Highlights
Why emotional connection matters more than ever in client decision-making
The shift from influencer marketing to impact marketing
How values-based branding attracts better-fit clients
Why experience now outweighs material “wow” moments for couples
Understanding short planning runways and changing booking behavior
How to prioritize your energy instead of doing everything at once
Why adapting your communication style is no longer optional
Leaning into your strengths to build trust and longevity in your business
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