2017 NACE Experience Conference July 16 19, 2017
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1 NEXT LEVEL BRANDING From Business to Brand Presenter: Anja Winikka THE KNOT The Knot is #1 digital destination for couples planning their weddings with 11.5M monthly UVs (that s more than our next 4 competitors combined); #1 brand on Instagram; #1 wedding planning app; #1 bridal publication XO Group Inc. All Rights Reserved. WHAT ARE STRONG RELATIONSHIPS MADE OF? (that s me and my man!) 2017 XO Group Inc. All Rights Reserved. 3
2 AT THE CORE IS TRUST WHAT BUILDS TRUST? Common language Common ground (what you both stand for) Experiences XO Group Inc. All Rights Reserved. 6
3 THE WORLD DOESN T NEED MORE BRANDING. IT NEEDS REAL RELATIONSHIP BUILDING XO Group Inc. All Rights Reserved. MEET TODAY S COUPLE THEY RE OLDER AND MORE ESTABLISHED Older She s 29 (up from 28 in 2008) He s 31 (up from 30 in 2008) More affluent:* Median HHI: $77,692 (up from $63,410 in 2008) Average HHI: $98,941 (up from $85,090 in 2008) 2017 XO Group Inc. All Rights Reserved. 9 SOURCE: 2016 Real Weddings Study
4 THEY RE LIVING TOGETHER 78% are living together (that s up from 71% in 2008) They re living together for an average of 2.4 years 2017 XO Group Inc. All Rights Reserved. 10 SOURCE: 2016 Real Weddings Study THEY RE ALL OVER SOCIAL MEDIA The average person will spend more than 5 years of their life on social media 1 in 3 use social to search for inspiration and comment on what they like 52% follow wedding brands on social networks for inspiration XO Group Inc. All Rights Reserved. SOURCE: 2016 Real Weddings Study 12
5 THEY RE ON THEIR PHONES 24/7 Millennials spend an average of 3.3 hours per day on their phones (that s 22 hours per week or almost 1 entire DAY per week) 83% of couples plan wedding activities on mobile devices 57% lookup/manage vendor info 73% make purchases on their phones XO Group Inc. All Rights Reserved. THEY RE ALL ABOUT LOCAL REVIEWS 80% of search engine searches are LOCAL; 49% of social channel searches are LOCAL 90% find search engines valuable to planning process (+3 vs 2011) 81% find reviews sites valuable to planning (+11 points vs 2011) 2017 XO Group Inc. All Rights Reserved. 14 THEY RE WATCHING A TON OF VIDEO 45% of people watch 1+ hours per week of Facebook or YouTube Watching videos on YouTube via a TV +50% YOY in 2016 By the year 2020, 75% of all mobile traffic will be video 2017 XO Group Inc. All Rights Reserved. 15
6 THEY CARE ABOUT CONVENIENCE (TECH) 61% of couples will leave your site (and never come back) if it s not mobile friendly XO Group Inc. All Rights Reserved. 16 THEY CARE ABOUT CUSTOMER SERVICE 66% of millennials say they would not recommend a business if their first meeting did not feel personal 2017 XO Group Inc. All Rights Reserved. 17 THEY CARE ABOUT BUSINESSES THAT GIVE BACK 75% said that it s either fairly or very important that a company gives back to society 37% more likely to purchase items from brands associated with doing good 2017 XO Group Inc. All Rights Reserved. 18
7 THEY CARE ABOUT EXPERIENCES There has been a shift from having to being and more of an emphasis to values like Exclusivity Craftsmanship Quality And most notable Individual exceptional experiences along the purchase pathway XO Group Inc. All Rights Reserved. 19 THEY WANT A FUN WEDDING! Romantic (29%) Classic (24%) Fun (24%) Up from 19%! Elegant (22%) Down to Earth (20%) XO Group Inc. All Rights Reserved. Note: could select up to 3 choices SOURCE: 2016 Real Weddings Study IT HAS TO BE ALL CUSTOMIZED It s about creating a vibe (not a theme) Venues & environment are dominating style choices (rather than themes) Signature cocktails have doubled 75% have at least one signature element at their wedding! 2017 XO Group Inc. All Rights Reserved. 21 SOURCE: 2016 Real Weddings Study
8 IT S REALLY ABOUT THEIR GUESTS Guest entertainment has more than tripled Premium bars are up 78% have a photo booth Shuttle buses are up +16 points YOY XO Group Inc. All Rights Reserved. THEY RE SPENDING MORE ON FEWER GUESTS Fewer invites are going out, but couples are spending more per guest. Average cost of a wedding:* $35,329 Average guests: 141 ( 10% since 2010) Average spend per guest: $245 (+$51/guest since 2009) *Total cost listed includes engagement ring XO Group Inc. All Rights Reserved. 23 SOURCE: 2016 Real Weddings Study SCENIC VENUES ARE TOP OF LIST 1. Scenic backdrop 2. Use of indoor and outdoor space 3. Unique or non traditional venue Flexibility in being able to customize the space (dance floor etc) +2 points YOY XO Group Inc. All Rights Reserved.
9 SPEAK THEIR LANGUAGE (They need to be able to find you and instantaneously relate to you when they do discover you.) ASK YOURSELF Does our language match up to our ideal clients? Words Photos Design Elements Office Decor What You (and Your Team) Wear 2017 XO Group Inc. All Rights Reserved. 26 TELL YOUR STORY OVER AND OVER AGAIN (They need to know what you stand for.)
10 ASK YOURSELF What Do We Stand For? My/Our Story (in 1 2 sentences) What Do We Value Most? What Extracurriculars Shape Us? 2017 XO Group Inc. All Rights Reserved. 28 SHOW THE EXPERIENCE (They need to see it before they can believe it.) ASK YOURSELF How Can I Better Show The Experience? What do we do pre and post wedding that is special? What types of video might work to show the experience? How are my reviews and my engagement with them? Do I have any awards and if so, how can I use them to create trust? 2017 XO Group Inc. All Rights Reserved. 30
11 5 NEXT LEVEL BRANDING MUST DOS ESTABLISH A DIGITAL VISUAL & LANGUAGE STYLE GUIDE Try a photo wall of dos and don ts Create a list of words associated with your brand and ones that are total no nos! Ask yourself whether your colors and fonts and overall design aesthetic are conducive to a phone and small screen 2017 XO Group Inc. All Rights Reserved. 32 OPTIMIZE YOUR S 33
12 34 MAKE IT FUN 35 DO A STORY AUDIT Make sure your logo and tagline and business name are all the same across all platforms Archive images that don t fit Pay attention to above the fold images and words Teach your team to tell and re tell your story to everyone they meet Everything should match (including your clothes, s and office space) 2017 XO Group Inc. All Rights Reserved. 36
13 DO A DIGITAL AUDIT ARE YOU TELLING AND RE TELLING YOUR STORY? CREATE TRUST THROUGH DIGITAL VISUAL CUES Awards badges and mentions across social, your website As Seen In and Named one of Blog and be linked to from other major sites (seo!) Tag your circle of wedding pros on every wedding and be tagged in others (it shows your circle) Reviews, reviews, reviews 2017 XO Group Inc. All Rights Reserved. 39
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15 DO A TECH CHECK Mobile friendly site? Simple, thumb friendly design Clear CTA All links working? What happens when I Google myself? 2017 XO Group Inc. All Rights Reserved
16 FIND WAYS TO SHOW WITHOUT EVER HAVING A CONVO Engage on social with your clients Planners/Designers: Behind the scenes raw video on IG, FB Live, Snapchat Photographers: Use albums on Facebook DJs: Consider Snapchat geo filters on dance floor Create pre and postwedding Instagram moments 2017 XO Group Inc. All Rights Reserved
17 PRE AND POST WEDDING (DIGITAL) MOMENTS
18 Real weddings, real marketing, real you. We want to help you elevate your wedding Brand builder + Ben s Wifey Ada s Momma Brooklyn by way of AZ + KC #thefutureisfemale 2017 XO Group Inc. All Rights Reserved. 53
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