Marketing Tips

One company’s problem is another company’s opportunity

On Monday night, there was a meeting of the Las Vegas Wedding Network.

At the end of the gathering, people were continuing to chat and exchange business cards. A woman approached me and the gentlemen I was speaking with, to introduce herself.

She work for Jason’s Deli, an outstanding business that does a lot of catering for businesses. Jason’s, it turns out, has made the decision to go after less-formal rehearsal dinners and other social events connected with weddings, but not the reception, itself.

It struck me as quite smart. The calculation is that a significant number of people may opt out of a fancy and expensive rehearsal dinner at a restaurant. Instead, they’ll elect to have it a nice home (theirs or a family member) and enjoy stacks of pastrami, brisket, potato salad, pickles and the works.

Someone at Jason’s Deli is thinking, aggressively, and is going after new business. They don’t need to reinvent the company or add another division to make this happen. It’s still simply drop-off catering.

What are you, or what can you be doing to expand your opportunities? Don’t just hunker down. Spend a little time thinking creatively.

Andy Ebon
The Wedding Marketing Authority

Your Brand: What image and identity does your business project?

This week, yet another mega-hotel opens in Las Vegas; The Cosmopolitan. It will likely be the last big hotel opening for quite a while, due to the glut of hotel room inventory.

The Cosmopolitan has a struggle on its hands because it has no brand legacy and no customer base. It did work out a deal with Marriott to become part of their reservation system, and that should help. However, their brand image must begin from the ground up.

The Sunday papers were full of grand opening news. The article in the Las Vegas Sun is worth a read, particularly as it relates to brand image.

Most people reading this post already have an existing business (lucky you!). I would challenge you to do a little research to determine how your company is identified by your peers, as they are the likeliest source of sizzling qualified leads.

Start with an open ended question: When you think of ‘My Business,’ what comes to mind?

The responses will come in all shapes and sizes. Some will please you. Others may surprise you. Yet others may concern you.

Do they clearly understand what you do?
Do they envision you for certain bookings, but not others? Is this a correct perception or a misperception?
Are you seen as expensive or exclusive, and is that correct?
Does your business have an image or is it your personal image? Is that a problem?

Building a business identity from the ground up is a tough task, but at least one begins with a clean slate. Modifying an existing image that is ingrained in the mind of customers/peers is far tougher.

The place to start is understanding where you are in the minds of others.

It’s a good time of year to spend some time asking the questions. Don’t you agree?

Andy Ebon
The Wedding Marketing Authority