Thursday, July 16, 2009

Wedding Junk Mail

One warning for anyone that registers on The Knot - granted, it's a useful site and I love lurking on the Boston Board (it's amazing how much of a time-suck reading up on other people's opinions of every single aspect of a wedding you can think of!). However, I've gotten four pieces of junk mail - and counting - saluting me as newly engaged and the only way they would've gotten my name and address is through The Knot. On the other hand, a coworker gave me a copy of The Knot's Boston wedding magazine, and I must say, it's one of the most useful that I've read so far.

What I've received:
  • Advertisement for a reception site in NH (can't remember the name)
  • Letter from a wedding planner in Cambridge - I laughed at the fact that she required a $50,o00 minimum wedding and could hand address the envelope, but couldn't personalize the letter with a mail merge name.
  • Advertisement from Lux Bond & Green (jewelry store)
  • Advertisement from Lantana, a South Shore reception site that promises a personal tour and a free gift - I think that's an automatic turn-off if a site is trying to woo you with some sort tchochke free gift.
You can't blame a business (not too much, at least) for making money off a specialized wedding mailing list, but when do the useful and interesting offers start pouring in?

4 comments:

spongeamy said...

riveting wedding update... :)

bcallegra said...

I know, I know, I didn't have much to report on yesterday since I left my camera at your place over the weekend. But seriously, I believe the solicitation flood has just begun!

Anonymous said...

Hi,
As someone who is considering advertising on the Knot just for the purpose of being able to connect to all the newly engaged individuals, would you share with me what would be a useful and interesting offer?
Thank you.

bcallegra said...

Hi Anonymous,

I’m glad to offer up my two cents.

First off, despite my complaints, I must note that each piece of mail did get my attention since they were wedding-related. I promptly threw them away, but still, they did get noticed in comparison to the usual junk mail.

It would depend on what type of services you were offering – I feel as though reception sites need to send a brochure with more information, rather than just a postcard featuring the same picture that a bride will see on all the wedding planning/venue websites

I feel like offering a “free gift” is a bit insulting – a majority of brides aren’t going to let a freebie influence their choice of site (and the fact that the gift isn’t disclosed screams something cheap to me). In terms of swaying brides to visit a site, I think you need to offer a promise of an experience – this can be done with an invite addressed with the bride’s name, inviting them to a tour – offering something like a glass of champagne or maybe rotating appetizers from some of the caterers that work with the venue.

I think any piece of mail that looks special (less like just a standard post card and more like an invitation with an interesting detail like a special font, pattern, ribbon, etc.) will definitely get noticed and saved. If you’re a caterer, tons of pictures of some of your specialties is a big plus.

The most useful and interesting offer, of course, will always be a discount. No matter what the service, brides (and grooms!) will always appreciate saving money. And if they’ve done their research and have yet to choose from a variety of equally talented vendors, a small discount may do much to influence their decision.

I would say advertising with The Knot is definitely worth it if it gets you into their Wedding magazine as I loved the fact that they had a vendor listing at the end that referred you to the page the vendor’s ad was posted.

I hope this is helpful!