Becoming a Wedding Planner!
Being a wedding planner is a “dream job” for many! I get emails weekly from aspiring planners asking questions such as “where do I start?!”. As much as I wish I could grab coffee with every single person who reaches out, my schedule (and right now COVID-19!) often doesn’t allow it. I was grateful when one of these new planners, Katherine Dupree, offered to type a transcript of our phone call as a way for me to share my thoughts and ideas with other up and coming planners.
I hope you will find our conversation helpful!
Q: First, where do I start?
A: First piece of advice - evaluate the market. This was the most helpful thing I did when I first started out. As I started to evaluate what was missing in the market and what was oversaturated, I realized that everyone was contending for the high-end customers. Often, clients who were interested in doing weddings for $20k or less would not even get a response to their email so I decided to solely focus on those clients. It was a perfect place to start because I wasn’t creating any enemies in the industry because I wasn’t targeting their client and I was able to offer a service to clients who couldn’t get it anywhere else.
Second, if you don’t have any wedding experience, you will have a huge disadvantage. Not only will it be difficult for potential clients and other planners in the industry to take you seriously, but you will not be in a position to recommend vendors in good faith, simply because you have not worked with them. However, there’s lots of ways to start getting experience. You can pick up shifts with an event catering organization like Rocky Top. You can also try reaching out to planners directly. Explain that you’re looking to get started in the industry and would like to shadow, but be sure to offer them something in return, like helping to work an event for free.
There is also another great way to quickly learn everything you would learn in your first year of running your own business and also build your credibility - The Bridal Society’s certification program. You can complete it online or in-person and it costs about $500.
Third, create content and network. Start taking photos and videos use them to show planners what you can do and offer your services as I mentioned above - email other planners, post to relevant facebook groups, attend events. Start getting your name and face out there.
Q: How do I price my services?
A: Pricing when you are first starting out can be tricky. On one hand, you don’t want to price too low and undercut yourself and upset others in the industry. On the other hand, you don’t want to price higher than you deserve, based on your experience.
The first thing to know is, there are essentially three different categories when it comes to wedding planning services
Event Management: Traditionally, this was known as day-of coordination, but as an industry we are moving away from that term because frankly, it’s much more than a day-of job. I would not start lower than $800 for this service and once you have done a few weddings that went smoothly, received reviews and posted content, bump it up to at least $1,000. However, each company offers slightly different event management packages. You can get ideas about what you’d like to offer by browsing wedding planning web sites.
Full Wedding Planning: This is what most picture when they think of wedding planning - the full design and execution wedding enchilada. If you are just starting out, I would not recommend even offering this service. There are very few couples who choose this option. Planners need to have an established list of vendors and a lot of experience to pull this off and be taken seriously. Understanding your own limits is important when building your name and brand and maintaining good relationships with the wedding planning community.
Hourly or ad-hoc services: If you’re still interested in gaining design experience and building vendor relationships, a good way to do that is to offer hourly options for help with projects as the couple sees fit.
Q: How should I begin networking with other wedding planners and vendors?
A: Below are some great groups to consider when first starting out
Triangle Wedding Connection: Free. Monthly at rotating venues with rotating vendors (facebook events
Tuesdays Together: Free. The second Tuesday of every month from 10-12 at Laurelbrook, a different wedding planning-related topic is discussed.
NACE (National Association of Catering and Events): Paid. This is where the bigger names will be.
North Carolina Wedding Planner Society - facebook group that regularly posts industry updates and events
The best way to get a positive reaction from those you hope to network with is to show humility and enthusiasm to learn. Don’t pretend to experience you don’t have. Additionally, values and character really matter in this industry. Never talk poorly about another vendor, don’t form cliques and choose to be kind.
Q: How do I start building my preferred vendor list?
A: Before I answer this question, there are two important rules about vendor lists that are important to know.
If you have never worked a wedding with a vendor, their name should not be on your list. No matter how many good things you may have heard about a vendor, you cannot recommend them in good faith if you haven’t seen them perform all their duties to completion firsthand.
Never ask another vendor to be on their preferred vendor list. It’s etiquette and is considered rude.
There are a few great ways to start meeting vendors. One idea to attend open house events that showcase vendors and attend other shows that will feature vendors.
Another idea is to target new vendors and venues who are starting out like you. And again, I would recommend that when creating relationships with new potential partners, it’s a good idea to offer them something in return. It’s a great way for you to both get to know each other and how you work. For instance, you could approach a new venue and offer to throw them their opening party or work an event with them.
Q: Where is a good place to start to find my first client?
A: For your first few clients, Wedding Wire is a great place to start. It will also be important to have a strong instagram and a strong web site. It would also be good to pay someone to help with SEO.
Another good way to start getting clients could be to pay for a booth at a wedding show. The biggest one in the industry is Forever Bridal at the Raleigh fairgrounds. About 2,000 potential clients attend that event. I’d suggest getting 10x10 booth, decorate and host a giveaway.
Q: How do I begin learning what industry vendor pricing should be?
A: Simply ask. It is very appropriate to email vendors and ask for their pricing sheets. Tell them about your background and explain that you’re new to the industry and trying to learn and educate yourself in order to help your clients make a realistic budget.
Q: What if a client comes to you with a budget that is too low?
A: No budget is too small, especially when you’re first starting out. I always say that, technically, you could have a free wedding. I remember a wedding I did for $1,000. It was a potluck at a church, no flowers and almost everything was secondhand. Even the small, inexpensive or less organized wedding are still a chance for one more good review.
However, especially down the road, I’d say that most couples who are aiming to spend under $10k - 15k wouldn’t be interested in using their budget on a wedding planner anyways. So it is has not been much of an issue.
Still have questions? Feel free to send me an email at Aneesa@HarmonyWeddingsNC.com and I would be happy to answer! I am grateful to the amount of support and mentorship I have gotten from more experience planners along the way. It would be my joy to do the same for you. I wish you the best!
- Aneesa Glines