Maintaining an Intentional Marketing Strategy in the Busy Season

 wedding PR and marketing in the busy season

As our clients head into the busiest season of their year, we understand that marketing may take a back seat to design plans, site visits and weekend-long productions. To help, this actionable guide is designed to help you maximize your marketing efforts during the course of the next few months.

You'll continue to build a dialogue with your network, giving them an even deeper understanding of your work that will sustain you long past the height of wedding season.

Pre-plan Instagram

Instagram remains one of the strongest marketing channels used in the wedding industry, primarily funneling new client leads and maximizing brand awareness (despite the ever-changing algorithm - more on that here). Remembering to post continuously and often on Instagram can seem like an uphill battle, especially while juggling tastings and client meetings during the busy wedding season.

  • We suggest clients take 2-3 hours every week to pre-plan content using a scheduler like planoly or later. These platforms allow you to upload images, visualize your grid and draft captions. You can easily re-arrange the look of your Instagram grid all in one sitting, and not have to worry about continuously posting in real-time.
  • Once you schedule the post, you’ll be instantaneously reminded to post on that day and time (making it super easy to do while in the middle of a project on-site, for instance). A few platforms have also enabled automatic publishing for those who want a totally hands-off approach.
  • We still encourage clients to make an effort to engage on Instagram, liking and commenting on content from other industry creatives to help contribute to an active community.
  • Stories are a way to post real-time content quickly while on-site at a wedding, to show your audience your creative process.

Whether you set aside a block of time every week or small breaks during your day, establishing an efficient process that works with your unique schedule can help you nurture and build your audience even during your busiest season.

Reflect in real-time

Traveling affords us a bit of extra time to read those bookmarked pages of our favorite magazines and blogs - take advantage of that time and get reacquainted with the media world. Take note of tone, style and types of features being published in your favorite publications. Are there projects you’re working on that could fit in nicely? Anticipate the weddings you have coming up that you think may be exceptionally 'noteworthy.’ Consider reserving one afternoon after that celebration (or on the flight back home) to reflect on the most notable aspects, still fresh in your mind, that can be later submitted alongside a thoughtfully curated collection of photos. That simple strategy will help you shape a narrative for the editor when you finally have bandwidth to sit down and submit the entire package for editorial consideration. Keeping with the shift towards efficiency, this will save you time down the road when you may be trying to remember the small, unique details that made a celebration so special.  

Utilize your blog as a megaphone

Maintain your blog, even at a basic level. Instead of simply posting a wedding recap, focus on more observations from the field that you’re noticing while on-site, working with other partners. What are the changes in design that are developing? Are there new venues of note, and what makes them special? Are there new specialty vendors or products that may align with your style? What are new ways you’re seeing other leaders deliver a memorable experience for guests? What has been inspiring you over the course of the season - from travel and design to culinary arts and culture?  Collect your thoughts into a brief post that will take your audience along the journey with you through this wedding season. Then, share that content with a post on Instagram and Facebook or through an email newsletter (if part of your strategy) to maximize its impact.

*This post was conceptualized by Neeka Bardi, a valuable member of the In Good Company team

Our consulting service helps brands gain clarity on marketing objectives and establish a strong strategy for growth. Contact us if you are looking for that perfect partner.