What You Can Do to Prepare Engaged Couples for 2021 Weddings
As we quickly approach the 2021 wedding season, you may be wondering where your checklist begins and ends when it comes to prepping your couples for their big day.
Needless to say, wedding planning looks vastly different than it did a year ago (and the year before that!). However, with the hope of resuming in-person events on the horizon in full force, it’s crucial that we take the time to ensure that our couples feel at ease with the planning process.
That said, here are some key points that should be on your radar when working with your clients in the coming year.
Establishing expectations and boundaries
Before the rush of engagement season really hits, you should take a look at your protocol for setting boundaries and expectations. This is going to set the standard for what you feel comfortable doing, as well as what the couple can expect from your time together.
In short, everyone needs to have their own criteria regarding what’s the right fit for them and their business. For me, this means deciding which weddings to accept, whether or not I’m setting a minimum spend, and what my boundaries are in terms of allocating resources.
For example, sometimes I find that a client’s floral budget may conflict with how much money I’ll need to invest in order to pull off their vision. If this is the case, it may not be financially worth it for me to take on that wedding. Understand that saying ‘no’ may be your best option, and that’s okay.
Keeping your website updated
Think of your website as your portfolio or resume when it comes to attracting new clientele. Couples are going to look at your accolades and past work, so you’ll want to put your best foot forward! I keep my press page updated with any new features, refresh my bio or contact page if anything has been adjusted, and take the time to upload recent wedding photos to my gallery and social media.
Streamlining communication with your prospects
Whether you have a new inquiry or you’re chatting with an existing client, your communication needs to be streamlined at every turn. Create email templates that you can have at the ready for new prospects, as well as any follow-ups along the way.
Additionally, I recommend keeping a questionnaire on hand for your initial meeting with said client, that way you can keep a record of their budget, wedding details, and what they’re hoping to achieve by booking your services. This will play a major role in your future conversations with them, so it’s crucial to have this information ready for references at all times.
Get your couples thinking about a color palette – ASAP
The concept of nailing down a couple’s dream color palette is often overlooked as a priority, yet it truly sets the stage for your entire relationship together. This is generally the jumping-off point for their inspiration, so it says a lot about what they desire for their décor. I prefer to come up with some questions beforehand to discuss with them at their meeting, including their favorite home décor trends and which style elements speak to them.
As a florist, you’ll also want to be mindful of which colors are trending if the couple is indecisive. Having some examples such as the Pantone Color of the Year (Ultimate Grey and Illuminating for 2021), or a monochromatic gradient palette can be a wonderful way to guide them towards a timeless or avant-garde look they’ll love.
Have them brainstorm priorities for the guest experience
I’m all on board for creative alternatives to the large-scale wedding, and 2020 was full of at-home celebrations, sit-down dinners, and backyard affairs. It’s expected that this will continue, so let’s encourage our clients to brainstorm what they want for their guests in attendance.
One of my favorite go-tos for a COVID-friendly wedding is to hold the gathering at the couple’s home if space allows. Being able to transform the dining room into a full reception area with over-the-top floral installations gives everyone the ‘wow’ factor that they crave. Better yet, it can be fully customizable with gourmet menus, stunning photo backdrops, and more.
Make their intimate celebrations larger than life
As more and more couples opt for a paired-down version of their dream wedding, it’s our duty to make it known that ‘smaller’ doesn’t mean ‘lackluster’. In fact, with many saving money in their overall budget due to a tighter guest list, this leaves extra room to splurge in areas where they wouldn’t normally.
For this, I recommend upgrading their top priorities as they’re comfortable doing so. Luxury blooms with ornate arrangements, made-to-order cocktails, chic décor elements, and a stunning location are all examples of how you can elevate a micro wedding.
The industry may not have it all figured out yet during this unprecedented time, but how we assist our couples with the most important day of their life is going to remain evergreen for years to come.
