THE WEDDING LIFECYCLE – PART 3: WOW YOUR COUPLES ON THEIR WEDDING DAY AND BEYOND
During the 2023 National Hotel Marketing Conference at Burton Upon Trent, we had the pleasure of hosting an interactive seminar on The Wedding Lifecycle that delved into the art of WOW-ing couples at crucial touchpoints during the enquiry process. Led by Ciara Crossan, the CEO and Founder at WeddingDates, this engaging session brought together industry experts with over 250 years of combined experience. The collaborative spirit and ingenious ideas that emerged during the seminar led to the creation of a comprehensive guide of excellence for venues, instructing them at each stage of the couple’s journey. But we didn’t stop there!
To further empower venues in delivering exceptional experiences, our team of wedding experts compiled a comprehensive list of best practices. These practical suggestions are designed to cater to the evolving needs of modern couples throughout the wedding planning process’s essential touchpoints. In this article, we’ll share advice on setting up pre-wedding events, making the wedding day unforgettable, and extending celebrations into a multi-day affair. Additionally, we’ll explore how to WOW your couples beyond the booking by nurturing relationships after the wedding, celebrating anniversaries, and crafting incredible honeymoon packages.
If you happened to miss out on the captivating insights of Part 1, where we delved into how to WOW couples during the proposal, enquiry, and showround stages, or the eye-opening strategies of Part 2, where we shared actionable tips on contract signing, final planning meetings, and menu tastings – fear not! You can catch up on all these valuable strategies to elevate your couples’ experience. Take a look before reading further to ensure you’re fully equipped to create unforgettable moments for your couples.
Explore The Wedding Lifecycle Part 2; From Contract Signing To The Wedding Day
Setting the Stage: Pre-Wedding Events
Pre-wedding events such as rehearsal dinners and pre-wedding arrivals are becoming increasingly popular, with couples seeking to extend their celebrations beyond just the wedding day itself. As a wedding venue, it’s important to consider how you can make these events special for the couple and their guests.
- In most cases, rehearsals are not required unless the couple has opted for a two-day extended celebration and wishes to conduct a rehearsal on day one.
- One week ahead of the wedding, the couple is sent a friendly email to check in and ask if they have any queries ahead of the celebrations. The couple is provided with check-in information if using the accommodation on-site.
- Have a designated area for the rehearsal dinner and welcome party, separate from the main wedding reception area.
- Provide welcome bags or amenities for the guests upon arrival.
- Arrange transportation for guests with mobility issues.
- Have a dedicated staff member available to greet guests and assist with check-in and luggage.
- Communicate clearly with the couple and any vendors involved in the pre-wedding events to ensure everything runs smoothly.
- Have a contingency plan in place for any unexpected issues that may arise during the pre-wedding events.
Making the Wedding Day Unforgettable: The Big Day
As the wedding day approaches, couples are filled with anticipation and excitement. On this special day, everything must be perfect, and the venue has a critical role to play in making that happen. From ensuring the venue is prepared to creating a seamless experience for the couple and their guests, there are many factors to consider. In this section, we’ll explore what wedding venues can do to make the big day unforgettable for the couple and their guests.
- Brief the staff thoroughly and ensure their attentiveness throughout the event. Ensure all arrangements are executed as per the agreed timeline.
- Conduct thorough site inspections and walk-throughs to identify any potential issues and ensure all aspects of the venue are impeccably prepared.
- Be attentive to the needs of the couple and their guests throughout the day, including offering refreshments, providing assistance with seating and directions, and addressing any issues or concerns that arise. Arrange transportation like a buggy service to assist with the transportation of guests with mobility issues.
- Train your staff to deliver exceptional service, going above and beyond to anticipate the needs of the couple and their guests.
- Welcome the couple upon arrival and ensure that everyone knows where to go.
- Greet the registrar and introduce them to the couple individually to confirm arrangements for the ceremony.
- Ensure the comfort of the guests by providing amenities such as well-stocked restroom facilities, and ample parking.
- Provide bespoke luxuries in the rooms for the couple to enjoy. Consider a unique keepsake that captures the heritage and charm of your venue or location, alongside a bottle of fizz, and a personal wedding card featuring custom artwork of the venue, house or gardens.
- Have a plan for handling any last-minute changes or unexpected situations, and communicate clearly with the couple and vendors to keep everyone informed.
- The Wedding Coordinator’s experience and expertise come into their own for those final touches and last-minute adjustments to keep everyone calm e.g. assisting with buttonholes.
- Be sure that all the guests are comfortably seated before collecting the wedding party and preparing them for the ceremony. Cue the ceremony and instruct the party in the procession down the aisle.
Extended Celebrations: The Multi-Day Affair
Weddings are no longer just a one-day event but have evolved into an extended celebration that includes pre-wedding events, post-wedding gatherings, and honeymoon experiences. To provide couples with an unforgettable experience, wedding venues must go above and beyond traditional wedding services. In this section, we will explore how wedding venues can enhance the couple’s experience during extended wedding celebrations.
- Couples might opt for a second day following the celebrations to make the most of all the venue and grounds have to offer. This could include yoga on the lawns, brunch in the gardens or a relaxed afternoon lunch. This is a fantastic upselling opportunity.
- Assign a dedicated event coordinator or point of contact who will oversee the entire multi-day event. This person should be readily available to address any concerns or questions from the wedding party.
- Create a well-defined schedule that outlines the timing and duration of each event taking place at the venue. Ensure there is ample time for setup, teardown, and cleaning between events.
- Liaise with a nominated guest for a more personal experience to ensure the smooth running of the day. Ensure that all elements of the day are clearly announced to ensure guests feel informed and welcomed.
- Ensure the venue is fully prepared and in optimal condition for each event. This includes cleaning and restocking necessary supplies, checking the functionality of equipment and facilities, and addressing any maintenance issues promptly.
- Have the Night Porter ensures all decor is carefully boxed and stored in the cloakroom for guest departure to ensure the couple can focus on enjoying the end of celebrations and saying farewell to guests.
Beyond The Booking: After The Wedding and Anniversaries
Planning a wedding is just the beginning of a couple’s journey, and as a wedding venue, it’s important to stay connected with them even after the wedding day. As the honeymoon and anniversaries approach, it’s a great opportunity to nurture the relationship and continue to provide a memorable experience. In this section, we’ll explore some of the touchpoints and strategies that can be implemented at this stage of the wedding lifecycle to keep the couple engaged and foster long-term loyalty.
- Follow up with the couple after the wedding to thank them for choosing your venue and to gather feedback on their experience. Sending a personalised card is a nice touch.
- Request feedback from the couple on their experience at your venue. This will help you identify areas where you can improve and build upon your strengths.
- Ask for a review on Google or the WeddingDates website
- Share photos from the wedding day on your social media channels, with the couple’s permission, and tag them in the post. This helps promote your venue and showcases your work to potential clients.
- Consider offering a post-wedding debrief meeting with the couple to go over the event, discuss any issues or challenges that arose, and provide suggestions for future weddings at your venue.
- Keep the couple’s contact information on file and stay in touch with them for future events or referrals. Building a strong relationship with the couple can lead to repeat business and positive word-of-mouth recommendations.
- If the couples return to the venue endeavour to ensure they feel valued by placing welcome cards or a small gift in their room.
WedPro Feature: With WedMail there are post-wedding email templates that trigger 14 days and one year after the wedding date.
Beyond The Booking: Creating Unforgettable Getaways
One way to offer couples the ultimate post-wedding experience is by providing luxurious or all-inclusive honeymoon packages. This not only adds value to your offerings but also allows couples to continue their celebrations and create lasting memories. An effective strategy for wedding venues to attract more customers is to target couples who are searching for local or destination honeymoon packages, even if they have not booked with the venue for their wedding.
In this section, we’ll explore some ideas for honeymoon packages that you can offer at your venue.
- Staycation Package: Indulge couples with a luxurious staycation that encompasses all the elements of relaxation and tranquillity. Treat them to relaxing accommodations, delightful dining experiences, rejuvenating spa services, and a range of activities that will help them unwind.
- Adventure Package: Curate an itinerary that includes thrilling local activities such as hiking, kayaking, zip-lining, or engaging in other exciting outdoor pursuits. Provide them with the opportunity to explore the surrounding area and create unforgettable memories together.
- Romantic Package: Infuse the couple’s experience with enchanting amenities such as champagne, flowers, chocolates, spa treatments and other thoughtful touches that will ignite their passion and create an intimate atmosphere. Allow them to indulge in romantic moments within your venue.
- Wellness Package: Curate a programme that includes rejuvenating activities such as couples’ yoga classes, blissful spa treatments, meditation sessions, and other wellness experiences your venue has to offer. Provide them with the opportunity to reconnect and recharge after their wedding.
We hope the practical tips and insightful strategies shared in this blog post have left you feeling inspired and ready to elevate your venue to new heights. By implementing these strategies from pre-wedding events to the wedding day and beyond, you have the power to create truly exceptional experiences that will leave a lasting impression on your couples.
If you missed any part of our three-part webinar series on The Wedding Lifecycle, no worries! The webinar playback is still available, allowing you to catch up on all the valuable information and ideas shared. Simply click here to watch the replay and gain additional inspiration to enhance your venue’s offerings.
We genuinely appreciate your commitment to creating magical moments that exceed your couples’ expectations. Together, let’s take your venue to the next level and craft extraordinary memories that will be cherished forever. Here’s to your continued success in WOW-ing your couples and making their dream weddings come true!
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