ALL ABOARD THE TECHNOLOGY TRAIN

Simple Tips for Working in a Virtual WorldSplendid Insights 2016 Global Wedding Study shares that a staggering 91 percent of all engaged couples are born between the years of 1979 and 2000. While those individuals from this era bring fresh insight, consumer behaviors, and new trends, they also challenge wedding professionals to adjust their business practices. THE AGE OF TECHNOLOGYWith smartphones now serving as the primary form of communication, gone are the days of assuming all planning meetings are in-person. Today’s couples are constantly connected and engaged with the planning process, from sending emails during the workday to browsing wedding blogs for inspiration. In fact, Splendid Insights found that 52 percent of couples are looking at wedding blogs daily to find new ideas, as opposed to 13 percent that are flipping through wedding magazines. The key to adapting to this generation is attracting the right couples from the start. The methods of reaching the right audience have changed drastically as technology’s role has increased. More often than not, your website is the first impression a prospect will have with your company, so it’s important to make it a quality one. AN INTEGRATED, ONLINE PRESENCEWith most engaged couples research wedding professionals through their computers and smartphones, there’s an unprecedented push for an online presence that is integrated between traditional websites and newer social media outlets. “Gone are the days of couples, brides, and bridesmaids shopping in brick and mortar stores,” says Araceli Vizcaino-S of Azazie, an online shop for custom-made special occasion dresses. “Nowadays, people are more prone to researching, communicating, and purchasing all of their wedding-related purchases online. The Internet enables people to choose and purchase on their own accord without the pressures of sales people.”With websites being such a critical piece to the virtual puzzle, it’s important that you’re putting your best virtual foot forward. From design to content, your online presence will be what users consider when they decide with whom they want to work. “At the end of the day, nobody wants to use a website that is difficult to navigate,” says Igal Sapir of 100Candles.com. “User experience is a reflection of your company, so be sure it’s intuitive and helpful—all things that you want your brand to encapsulate. Give it a test run, and make sure all of the links go to the right places and that potential customers are able to find what they need quickly and efficiently.”ENGAGE WITH DYNAMIC CONTENTWhile usability is certainly a priority, the content is just as important for converting the sale. Many things go into a website to draw potential clients in, like SEO and social media integration, but engaging content is what keeps them on your site. “We’ve found that providing fun and captivating content is one of the keys to having a successful service-based website,” says Rebecca Hochreiter of DestinationWeddings.com. “It’s important to have other aspects to draw prospective clients in and keep them on the site. Whether it’s a blog steadily publishing insightful posts, a gallery of eye-catching images, or user-generated content from happy customers, make sure there is enough to attract and engage prospective clients.”GO SOCIAL AND CONNECTMillennials are also looking at your social media profiles. Today’s couples want to connect and get to know your personality, so what better way than social media? “Social media plays a huge role in how future brides interact with bridal companies,” says Vizcaino-S. “Brides can look to companies for wedding inspiration and color combinations from which they can make decisions based on their own tastes and budgets.” Pinterest and Instagram are the best bets to reach millennial couples, but you’ll still want a presence on Facebook.ESTABLISH CONNECTIONSAfter booking with a millennial client, set expectations ahead of time. Today’s young adults value instant gratification, but boundaries need to be set to keep everyone happy. “Once the contract has been finalized, it’s time to put all of the expectations out in front so everybody is aware of their responsibilities,” says Jennifer Taylor of Taylor’d Events Group in Seattle. “This may include business hours, best forms of communication, response time, deliverables, or the level of involvement for all parties involved. The earlier you go over this, the better.”ORGANIZE YOUR MOBILE OFFICEUsing today's technology will not only keep you connected, it will keep everything organized when you’re hopping from your home office to the coffee shop to the event site. Planning apps such as Aisle Planner, Plan the Day, and Planning Pod are great options for collaborating with couples. They act as accessible databases for sharing inspiration, communicating, and storing other useful information. Floor plans and seating diagrams are made easy with intuitive programs like AllSeated and Social Tables, saving couples and planners from the headache of jotting everything down with pen and paper.There are also a number of tools to keep you organized on the backend. HoneyBook is a great tool for keeping sales-related accounts organized, while apps such as Freshbooks and QuickBooks can help you manage your finances. There are also resourceful apps for signing contracts, like EchoSign and DocuSign—because who wants to wait for a contract to be returned?BUT DON'T FORGET...With that said, no website, app, or social network can take the place of one imperative tenet. “Ultimately, it comes down to trust,” says Fabrice Orlando of Cocoon Events Group. “It’s essential that you work with clients who trust that you’ll give them your very best, no matter what.”Times are changing, and it’s time for wedding professionals to immerse themselves in the millennial lifestyle to better understand today’s couples. While it may not mean jumping onto the Snapchat bandwagon, it is important to know how to operate your business successfully in a virtual world. Technology is here to stay, so get educated as you venture into today’s virtual environment.__Meghan Ely, OFD Consulting, Richmond, Va.