teamwork

leadership

guidance

support

inspiration

experience

growth

motivation

community

vision

Th e S u c c e s s Yo u Wa nt , Th e S up p o rt Yo u N e e d We d d i n g N e tw o rk u S a Q u a rt e r ly E m a g a z i n e Q 2 2 0 1 1

FROM THE EXPERT 3

QR Codes: What’s all The Fuss?

businEss 4 How should I price

my services?

FEaTuRE 5 How firm is your

foundation?

nETwORk nEws 6 a New Chapter!

advisORy bOaRd

Chérie Ronning President Owner, Uncommon Invites

Jennifer Taylor National Chapter Director Owner, Taylor’d Events By Jennifer

Amy Prutch Owner, AJ’s Studio

Linda Barclay Owner, Barclay Event Rentals

Peter Barnett Owner/Chef, Premiere Catering

Molli Barss Owner, Soiree Special Event Planning

Don Boshears Private Events Director, Columbia Tower Club

Donna Hoff Owner, The Wedding Genies

Eric Newland Owner, Hybrid Moon Videography

Gayle O’Donnell Owner, Paper Passionista

Brian DaleOwner, Wave Link Musi

CONTACT Wedding Network USA 1.888.509.6872 info@WeddingNetworkUSA.com www.WeddingNetworkUSA.com

Designed by: Melissa Fuchs

The second quarter of 2011 has been a slow start for many, but bookings are improv-ing and people are smiling again! Hurray, smiling is contagious and you can share it with perfect strangers at no cost to you and no expectations from them.

Now that we are smiling it is time to buckle down and get to work for the busy sea-son ahead. There are many things that get pushed to the back burner when we are in wedding season, but it can’t be your marketing. This is generally what happens when we get busy, we don’t get to networking meetings, we don’t review our website for needed updates, and we don’t think about marketing at all. Then the slow season comes, and everyone is playing catch up. It is time to break that pattern.

We feel fortunate that we were able to bring Alan Berg, of the Wedding Industry Lead-ers Conference to both Seattle and Portland in May. He is a dynamic speaker with a solid background in wedding industry marketing. He focused on three topics for us:

your attitude, your choice Don’t complain, if you don’t like something, change it. If you can’t change it then change your attitude. We can not always help how we feel, but we certainly can help how long we feel that way.

5 Reasons the bride will leave your website in 5 seconds Sounds harsh doesn’t it? But give your website an honest look and check a few basics:

Do you have music or a video that plays automatically – not good – let them ask to see it.

Do your pages take more than 5 seconds to load – not good!

Does it tell where you are located and what you do? You would be surprised how few do.

Closing the sale You need to know how to ask for the sale and when. This is part of your job, even though none of us got in the business to be a salesperson.

Alan has also written his first book, which we are featuring in this issue. If Your Website was Employee, would You Fire It? This is a must read and will truly open your eyes.

Happy selling! Chérie

Musings

Now let’s get movingSmile!

“...everyone is playing catch up. It’s time to break that pattern.”

From The Expert

The Network 3

Smile!QR Codes:

What is a QR Code? If you are not familiar with QR codes it is time for an introduction because this relatively new, cutting edge marketing device is here to stay. A QR code is a specific matrix barcode that corresponds with a specific website giving immediate access to potential consumers, it is a marketing connection between the physical and digital world. QR stands for ‘quick response’ and rightfully so, as this refined barcode allows users to retrieve copiousness amounts of information within mere seconds with the click of a smartphone.

How To Use It QR Codes are primarily used through smart-phone cameras by quickly and easily downloading a QR reader application. Reader applications vary depending on the smartphone you have; BlackBerry phones offer the Scanlife application, look for the Red Lazer app if you have an Apple iphone, HTC offers the QuickMark and if you have a Nokia seek out the Nokia Reader. Once installed, simply scan the graphic and explore the webpage you land on. If you have access to a computer you have the capabil-ity to generate your own QR code, as there are a num-ber of websites that help assist you in doing so. Sign up for a free account at http://bitly.com/ you not only can get short code and QR codes, but the online software also tracks the usage.

Why it’s Useful Standard barcodes have been around for decades, so you may be wondering why QR codes are getting so much attention. Well there are plenty of valid reasons. First off, they hold up to 7,000 digits both hori-zontally and vertically, where standard barcodes are one- directional holding approximately 20 digits. Not only do they hold a lot of information, but they also hold different types of information. By reading a QR code you can access websites, images, phone numbers, text and even geo-logical coordinates. However, the real selling point is it’s incredible convenience. QR codes are not only free to access, but completely free to create, try a website like www.qurify.com/en/or www.kaywa.com to build as made QR codes as you would like. Because it is so straightforward and undemanding people are giving it a chance and it’s awareness is quickly expanding.

Market with It Businesses in Asia, specifically Japan, are already familiar with QR Codes. Now this trend is gaining momentum in the states as marketers are beginning to scratch the surface of what QR Codes have to offer. Print your QR Code on business cards, print advertisements, t-shirts and if possible billboards, making it easy for users to connect to your business. For instance, make a spe-cific code for your Facebook fans, create a landing page on your website for those who come to you from Facebook and greet them with ‘Hi Facebook Fans!’ If you’re working at a bridal show make a specific QR code that connects users with the materials you are handing out, utilize a land-ing page by thanking the users for visiting you at the bridal show. Whether you are a big or small company, trying to build awareness or trying to directly sell your product, this groundbreaking technology can help, as the potential of QR codes is endless. Marketing buzz is hoping that the change in the season, plus the “critical mass” of smart phones, will finally bring QR codes into the mainstream. Expect to see QR codes use in the promotions for such items as postage, home and personal electronics, movies, concerts, products and professional services.

For best results in print media, QR codes should be a minimum of .75” square. Be sure to always test a newly created image to make sure it delivers the desired results. It should be noted that landing pages for QR codes should be formatted for mobile platforms. Many standard websites just don’t view well on the small screen. If your website is built with WordPress, there are plugins which can be used to make the website mobile friendly. WPtouch, in particular, automatically transforms your WordPress website into an iPhone application.

One well designed mobile site, mobile landing page, mobile movie that you create one QR code for and use in your marketing pieces will be more effective then QR codes made for each venue/channel.

What’s all The Fuss?by Chloe DeMars & Don S Richardson, Digital Popcorn

Business

4 Q2 2011

Pricing is one of the greatest challenges of any business owner, new or experienced. When we start our business we take little known factors and make a best estimate of how products and services should be priced. As we evolve and gain more experience, we tweak and adjust pricing until it feels better. It’s something that we constantly adjust as factors change. There is a science to pricing, yet it isn’t as easy as filling in a math formula. It is a science based in understanding several pricing factors and truly under-standing your market.

The closest I can get to giving you a pricing formula is COsTs + MaRkET TOLERanCE = PRiCE

what is market tolerance? Market tolerance is basical-ly what the market is willing to pay for your services. It is determined by the following:

• Where you do business

• Your target market (your ideal client)

• Your experience and education and training

• Your niche and specialty

• The quality and artistry of your product or service

• Perceived value of your product or service as evidenced in your branding and marketing

if you are new… test & tweak… If you are new to busi-ness ownership, you set your price based on a hunch. My advice to new business owners is to double this price (or close to double). Most people new to business tend to un-dervalue their worth, value, and the time it will take to do most things. Under-pricing has serious consequences not only to your business and it’s long-term potential but also to the wedding & events industry as a whole. http://www.sageweddingpros.com/2009/09/16/why-wrong-pricing-will-kill-your-business/

Continue to tweak your pricing until it feels right. You may not want to do this daily. (It’ll drive your clients crazy.) But, you’ll want to adjust them once a year. (In your first year in biz, you may want to readjust at 6 months.) Start with a few price-points and go from there. After a few months (and years) you’ll have a better feeling of what works. You’ll also

have a better understanding of your market, your niche, and where your services fall in the market.

want to charge a lot of money? There is no hard and fast way to do this. Taking the “market tolerance” list from above… if you want to charge a premium, you must:

Live in a market that will pay the premium or find the cus-tomers in your region that will pay that. (If you don’t live in this kind of market, you may have to define the trend. Challenging, but doable.)

Get experience. Time is the natural aggregate for this, but you can speed it up by assisting at events and learning from others.

LEARN and educate yourself. Do everything you can tobecome smarter about being a business owner and smart-er about your craft. Read, take classes, attend seminars, find a mentor.

Better define your niche. By identifying something unique that no one in your market offers you are able to charge a premium.

Improve your product and/or service. Provide something that is worth the value that you seek for it.

Image is everything! If you say something is worth a million dollars, it better look like it. Invest in branding identity to drive your perceived value upwards.

Rome wasn’t built in a day… Yes, it’s a cliché But, it’s true. We are all so used to things happening IMMEDI-ATELY in this day and age. But, the secret to building a successful business is the same today as they were 500 years ago: work hard, get smart, and keep at it. Take the time to do things right. Try, test, tweak. You will find that pricing sweet spot!

Want help determining a pricing strategy or creating a market study? Contact Sage Wedding Pros at michelle@sageweddingpros.com .

How should Iprice my services?

By Michelle Loretta, Co-owner of Sage Wedding Pros

Sage Wedding Pros’ mission is to create sustainable busi-nesses in the wedding industry.

“ “

Feature

One of my all-time favorite quotes is by Henry David Tho-reau: “If you have built castles in the air, your work need not be lost; that is where they should be. Now put foundations under them.” I’ve always loved this because it’s a reminder for me… and for you… to combine the gifts we’ve been given in this physical life.

Most people are great at one or the other of these things… at being a big, big dreamer, or being an exceptional doer. But, here’s the key to a full business and an even fuller life: combine the two!

Start with your clear vision and all that is possible. Then create a plan of inspired action to support your castles in the air. Not only will you see extraordinary results, but you’ll also be shocked at the speed at which you see them.

This is so simple and pure, and yet you may still be compli-cating the entire process (I know I was). Ask yourself what you have a tendency to do in your life. Do you retreat into your fantasy land, hoping and praying for THAT to be your reality,… or do you absorb yourself day after day in mind-numbing doing?

Here’s a simple formula to build your strong foundation:

1. be first Bathe in your dreams. Nurture your vision. Live in the all-that-is that is life’s possibilities. Feel it in the present. Know that THIS is your truth. That THIS is your story… Right now, not tomorrow.

2. act swiftly As the inspiration comes from being FIRST, move your feet, and move them quickly. When the Source of all life whispers “the way” in your heart, don’t delay one second. This sort of action is mind-exhilarating doing. THIS is where faith exists. This is where the magical propels the practical. This is when marketing truly takes it’s magical form, because when God is with you, who can be against you?!

3. Repeat Once you experience the realities of your dreams, even MORE dreams will come. Desire is the catalyst of life. Without it, we die. Dig deep into your desire, and lay the foundation for it to blossom in your life.

NOW is the perfect time to begin…

Dreamers do it naturally.

(Continue the conversation with me and leave your comments at

http://brideattraction.com/blog/)

© 2008-2011 Natalie Bradley, www.brideattraction.com

Want to use this article in your E-zine or website? You can as long as

you include this complete statement:

Event Planning entrepreneur Natalie Bradley publishes the “Bride At-

traction” weekly e-zine. Get your F*REE audio course: “How to Close

the Sa1e Without Fail!” at www.brideattraction.com

The Network 5

How firm isyour foundation?

by Natalie Bradley

When the Source of all life whispers “the way” in your heart, don’t delay one second.

6 Q2 2011

Network News

We continue

by Chérie Ronning

Headed up by new Regional Chapter Director Adam Tiegs, of Adam’s DJ Service, the Tacoma – South Sound Chapter was launched on April 6th at the Tacoma Zoo.

Nearly 60 people came out to be a part of the Launch party, including Regional Chapter Directors BreeAnn Gale of Seattle and Cindy Rosen of Portland. Founding Member Eric Newland of Portland and Cherie Ronning, Founder and President of WNUSA were in attendance as well. The evening was so much fun with members and guests eating, drinking, chatting and making new friends and learning about the benefits of belonging to WNUSA.

We of course could not have done this event without the support of our great mem-bers. Mike Abella’s photo booth, “1,000 Words” was a huge hit. Great music was pro-vided by David Sadler of Absolute Music. Floral décor was donated by Cassie Mathis from Petal Elegance. Valerie’s Invites did the table signage and menu cards, and Kerra Lynch from A Devine Event created a yummy candy bar that was enjoyed by all.

Our beautiful rentals from Trendy Events and AA Party Rentals as well as lighting from Adam’s DJ Service created a room that was gorgeous and the beverages and meal provided by Lancer’s Catering made everyone relax and enjoy the evening. They of-fered up a fun dessert of “cheesecake martinis” which was a great finale to the event. Our wonderful photographers from Mode Photography, Erin Wheeler & Bill Cawley, captured it all.

Several guests joined that evening, and the Chapter has been hosting monthly meet-ings since the launch. They are now holding their meetings on the 2nd Wednesday of each month starting in August.

Congratulations to Adam and his committee for a job well done. For more information about this Chapter, contact Adam Tiegs: adam@adamsdjservice.com.

Check out the launch party video produced by Eric Newland of Hybrid Moon Video.http://www.youtube.com/watch?v=BAcMcPs3ABQ&feature=youtu.be

to GROWNew Chapter launches in Tacoma, Washington

Alan Berg is a noteworthy speaker and distinguished business man, but how does he measure up as an author? Berg makes his writing debut with his expository book, If Your Website Was an Employee Would You Fire It? His quick read centers around five obvious, yet often overlooked website related questions every business owner should consider. Berg emphasizes the importance of approaching your website like it’s a conversation between you and your site visitors. He continually backs up this theory by providing examples of valuably connecting with your target audience and offers tips on how to make your website more interactive.

Repetitive? Maybe. Informative? Absolutely. He delivers a clear and concise read from beginning to end. His tone is friendly and personable and his instructions are short and directional, not to mention easily understood. Each chapter is clearly mapped out with bold headlines, some cleverly thought out, ‘All Clicks Are Not Created Equal’, others fairly obvious, ‘Get Your Ad Where It Will Be Seen.’

This book is most beneficial for those just learning the fundamentals of effectively connecting technology with a target audience. However, even those tech-savvy pro-fessionals may be overlooking fairly obvious website strategies and could learn a thing or two from Berg.

Overall, Berg’s writing debut a successful one. His writing is engaging, informative and is accompanied by a friendly tone. His direction is clear and easy to follow and his advice is valuable and consistent. While he often provides information you may know, he does emphasize the fact that few are actually implementing these simple and valuable tasks.

Berg’s main point centers around the value of maintaining an interactive conversation with potential clients through a company website. I greatly enjoyed how he mirrors his own advice by essentially having an interactive conversation with his readers while directing them through his informative book.

The Network 7

Suggested Reading

would you fire it?

If your websitewas an employee

by Alan Berg. Reviewed by Chérie Ronning

WNUSA members will receive a 20% discount on their order.

Alan’s book is available in hardcopy and ebook versions for iBook, Kindle and Nook. Order today at

www.alanberg.com/books

Discount code WNUSA

sPECiaL OFFER!

“ His quick read centers around five obvious,yet often overlooked website related questions every business owner should consider.”

Tips & Tricks

The wedding business is a people business. You meet all kinds, mostly good, excited brides who want you to orchestrate their big day.

Sometimes, though you meet a bride and in your gut says- no way! The vibe is wrong. How do you gracefully send that bride on her way without offending her or ruining your reputation?

Know who makes an ideal bride for you to work with. No, it’s not about budget. It’s about the personal qualities in someone else that help you shine and your own work style. Maybe you drool over the organized type of bride. Or feel grateful to be needed by the dizzy bride. Know who works for you as a client is key to figuring out who doesn’t!

Realize that it’s ok to say no. You don’t have to work with everyone who knocks on your door. And, you shouldn’t work with a bride who is not ideal just because you need the money. Your negative feelings will leak out non-verbally, making it awkward for her and putting you out of integrity.

Be honest and transparent. Don’t you appreciate it when someone is caring and honest with you? Of course you do, and so does your bride. You could say something like this to decline a bride without giving a specific reason:

Susan, we share a goal- for you to have a perfect wedding day. It’s wonderful to hear what you envision. My experience from may years tells me that planning[caterering, officiating] works better when there’s a good fit. Because your day is so important, I’d like to help you find someone who is going to delight you. Can I give you a few names now?

This very gentle statement is honest and caring. The hardest part will be not feeling guilty about it. You’re the Thought Leader and the bride comes to you for your exper-tise. Give it to her, even if it means sending her to a trusted referral source.

about dina Eisenberg

Attorney Dina Eisenberg, known as the Contract Mensch, shares her uniquely positive perspective on contracts and collaborative business practices with wedding entrepre-neurs who want to be confident & profitable on her blog, http://PositivelyWed.com

Dina founded PositivelyWed.com in 2009 to offer mentoring, teleclasses and audios to wedding business owners who want to be more powerful and profitable. She is a featured contributor in the Wedding Wire Education Center. Visit http://positively-wed.com/landing/show-me-money/ for your free audio, Show Me the Money! Friendly Payment & Cancellation Ideas for Wedding Entrepreneurs

to Gracefully DeclineWorking with a Brideby Dina Eisenberg, author PositivelyWed blog and founder Speak Up Powerfully

3 Tips

by Shane McMurray on 06/21/2011 in Wedding

Where are Brides finding you?

Primary sources couples use to find wedding vendors.*

2009 2010

Bridalshoworevent 34% 34%

Familyrecommendation 55% 50%

Friendrecommendation 64% 60%

Internetsearchengines 63% 61%

Localweddingwebsite 51% 48%

Localmagazines 33% 29%

Nationalweddingwebsite 35% 29%

Nationalmagazines 21% 18%

Phonebook 21% 15%

Radio 5% 4%

TV 9% 8%

Other n/a 5%

Source/s: Proprietary surveys from 2009 and 2010

* Percents add up to more than 100% because couples were allowed to select more than one source

It is interesting to note that Brides still rely on Family and Friends for the biggest percentage of referrals.