Millennials are the largest generation ever — even larger than Baby Boomers, according to Gallup. So it should be no surprise that this demographic is a huge percentage of the current wedding market.
Many millennials are particular. They’re not afraid to speak their mind and ask for what they want. Luckily, there are some things to keep in mind that’ll help you effectively partner with this age group for a wedding season to remember. Here, we highlight a few ways you can successfully market your wedding venue to millennials.
Always be transparent
Millennials are savvy. Most of them do their research and know-how to spot someone trying to trick or take advantage of them. The best way to communicate with them is by being transparent and authentic. Sharing services and pricing up front on your site or an online marketplace listing will attract more of the right customers. Millennials care about price and overall look of the venue, so you’ll want to make those clear as well. However, many of them are also willing to pay for things like a unique experience, an unbeatable view, or a nontraditional space. Let them know early on exactly what you can (and can’t) offer them at your wedding venue — it will save you time in the long run and help build trust.
Build a quality photo portfolio
Particularly in the beginning stages of the wedding venue search, attractive photos can make a huge difference. According to Wedding Spot, 86% of users who visit a venue profile on their site also browse the venue’s photos. It’s an essential part of the venue search. So, what makes a good photo? The pros say it’s all about lighting, accuracy, a tripod, and long exposures. Your best bet is usually to request a few photos from the hired photographer at a past event for a fee or hire one yourself. And don’t forget to showcase photos across multiple mediums, from your website to social media and even a bound portfolio book that prospects can flip through during an in-person tour.
Leverage social media
Social media is the new word-of-mouth. Understanding where your target audience is spending most of their online time is extremely important and helps you invest in the right channels. The one you should be interacting with the most? Instagram, which about 71% of businesses use for marketing. It’s the quickest growing social media channel, with more than 1 billion monthly active users so far in 2018. Plus, Statista reports that more than half of U.S. millennials are active on this channel. Private events tend to be very visual, which lends itself well to a great Instagram post. Dos and don’ts to keep in mind when marketing on Instagram include not overusing filters, being consistent in your posts, taking composition into account, and, of course, interacting with your audience.
Highlight any customization options
Millennials don’t want a cookie-cutter wedding that’s just like everyone else’s. They strive to create a memorable, one-of-a-kind wedding experience, from the hashtag to the multi-tiered donut cake (yes, that’s a thing). Other special touches could include interactive games, a vintage-style photo booth, or color-coordinated cocktail napkins. It’s a good idea to have examples of fun customizations past clients have used in your space, and any other options you can provide (along with pricing, if it applies).
Stay on top of industry trends
One of the most effective ways of getting a client to book your venue over your competitors? Show that you’re familiar with events your prospective customer wants to plan. Make it clear that you’re experienced and know what elements make for a great wedding these days. Flip through publications to see some of the standout wedding trends, then see how your venue can capitalize on them. It could be as simple as highlighting which parts of your interior have the best natural light or throwing in a free installation of onsite string lights. The more you feel confident in what you know, the easier the sell will be.
Use Tripleseat to keep track of it all
Once you have a plan in place to reach out to millennial wedding clients, use Tripleseat to manage their events from inquiry to the final bill. Tripleseat will help you manage your event leads, booking details, communication, and so much more. If you’re not a Tripleseat customer and you’re interested in learning more about Tripleseat’s features, schedule a demo at your convenience to take a closer look.
Editor’s Note: This post was originally published on the Gather blog and written by Caroline Cox.