May 4, 2024 • 38 mins
Discover the transformative power of local marketing for wedding professionals as we sit down with an expert strategist and delve into the game-changing tactics that can set your business apart. Picture hosting your very own flower arrangement workshop to dazzle your community, or think about the buzz you could create with impromptu photoshoots that capture life's spontaneous moments. Our conversation with local marketing expert, Madelyn Furlong will reveal how to leverage those personal connections to turn your clients into vocal supporters of your brand.
When it comes to building a trusted local network, it's all about those genuine interactions that forge lasting relationships. We'll share why a handshake and a smile at a neighbouring business can do more for your reputation than a dozen emails, and why little acts of kindness, like leaving glowing reviews for fellow vendors, can come back to you tenfold. Plus, we discuss the art of soliciting authentic client testimonials that keep the positive vibes flowing and help safeguard your business against the occasional negative review.
But wait, there's more – networking isn't just schmoozing at social events, it's an art form, and we're breaking down how you can tailor it to your unique style. Whether you're a pro at working the room or someone who prefers the behind-the-scenes approach, learn how to leave your mark and follow up in ways that resonate and are memorable.
The Wedding Academy is an industry certification body & recognised globally.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Today we're going to embark on something that's super
important for weddingprofessionals, which is
mastering your local market andmaking connections from a local
level.
So, ben Hi, how?
Speaker 2 (00:12):
are you Good?
I'm wonderful.
How are you?
Speaker 3 (00:14):
I'm good.
How are you, madeline?
I'm great.
Thank you for having me.
Speaker 1 (00:20):
We're really excited to have this chat with you today
.
I think that a lot of peoplecan kind of feel like they
started winning business thereon Instagram.
That's all they need to do andthe people will come, and that's
not really how it works, right.
Speaker 3 (00:35):
Right now.
Yeah, there's a lot more thanthat, for sure.
Speaker 1 (00:38):
A marketing expert.
You do coaching, you work withbusinesses in various capacities
, but one thing that you reallyniche down on is mastering this
kind of local connections andlocal marketing.
So I guess, can you, can youexplain to us kind of how you've
ended up?
You know, specializing in thatarea?
Yes, for sure.
Speaker 3 (00:57):
So it was actually kind of an accident.
I never really planned on beingin this area, much less being
in marketing, but in college Ihad an internship and it was
with a marketing department andI just thought it was so
interesting.
I loved it.
I loved learning aboutbusinesses and how to promote
them, and at the time I also hada side hustle as a social media
(01:20):
manager.
And then, after graduating, Idecided to actually continue
that and worked severalpart-time jobs over the next few
years just so I could continueto work on that business on the
side.
And actually one of thepart-time jobs that I had was in
a brick and mortar business.
It was a bookstore actually,which was really fun, so I was
(01:40):
able to learn a lot andeventually I was able to go full
time with my own business.
I found that I really enjoyedworking with brick and mortar
businesses because there wasjust so much to do within the
community marketing wise.
And then this was the key Ilistened to what my clients
wanted, and they didn't justwant help with their social
(02:02):
media.
Like you said earlier, it goesbeyond Instagram.
So I started helping them withgeneral marketing and creating
and implementing a marketingstrategy that worked for their
business and that was custom tothem.
So I became a marketingstrategist, and here we are.
Speaker 1 (02:19):
So when you're building a marketing strategy
for a business like that andobviously we're all about
wedding businesses, so say, it'sa local florist or something
like that what, from a localperspective, are some things
that we'd expect to see in amarketing strategy for a
business like that?
Speaker 3 (02:33):
The first thing that we do when we're creating a
marketing strategy is I ask themabout their goals, I get them
to define kind of where theywant to be.
You know, in a few months, ayear, a few years and take that
and we start making like aroadmap to get there.
So I always tell my clientsthat local marketing and
creating lasting connectionsisn't just about your products
(02:54):
or services.
It's about how your businessbecomes an important part of the
lives around you.
It's definitely not a one typeor one size fits all type thing.
No matter the business, youshould make your clients feel
like they're the hero and showthem that they're special and
belong with you.
And again, that goes for anybusiness.
And so one thing that we dowhen we're making their strategy
(03:16):
is I sit down and I tell themokay, so think of 15 different
ways that you can show up inyour community you know whether
that's something big orsomething small and just write
them all down.
And obviously, of course, I'mgoing to tell them to just pick
a couple of those things becauseI don't want to overwhelm them
and burn them out.
But it's really good to come upwith a bunch of ideas for them
(03:38):
to choose from or even have forlater.
You know, go into your floristexample.
One thing that they could do intheir strategy and that would
impact their local community ishosting a class or a workshop
where they teach people how toarrange flowers so they can
collaborate and even reach outto a local wedding venue and
just say, hey, can I host thisevent here?
(03:59):
I think it would be beneficialfor both of us and just really
impact the community.
Get our names out that type ofthing.
If you're a photographer, youcan host a quick pop up in the
park for engaged couples.
You could tell them that youwill offer a discount or a bonus
(04:20):
if they hire you to shoot theirwedding.
So, whatever it is, it's justyou know and we talk about this
a lot, my clients and I it'sjust following up with these
people who could be clients forthem and it's showing them how
they can work with them further.
So you know, it's only thefirst step the engagement
session or the pop up with theflorist but you can offer them a
(04:45):
lot more support.
And one thing I also tell themis it's just going to take some
time to build thoserelationships in the community,
but the results will be worth it.
You just have to be consistentand provide excellent service.
Speaker 2 (04:56):
Yeah, I like that term pop-up in the park.
Oh yeah, we're going to do itnow.
No, I think if I did that Imight get arrested, so probably
won't try that.
But that kind of leads on toone of the questions that I had
for you was like what strategiesdo you recommend for increasing
the business's visibility inyour local community?
And you touched on a bit ofthat just before.
Speaker 3 (05:19):
So kind of going along with that.
I think referral programs andloyalty programs are a great way
to do that and a lot of timesit gets a bad connotation.
I mean you with that.
I think referral programs andloyalty programs are a great way
to do that and a lot of timesit gets a bad connotation.
I mean you hear that you'relike like, I mean it's, it's a
huge deal, especially in yourcommunity, because who are you
going to trust?
You know your friends and yourfamily, or just you know a
random ad that you see onInstagram or Facebook, and while
(05:41):
those have their place, it'smuch more impactful when it's
coming from a person that theyknow.
So I tell my clients, whenyou're making a referral program
, it doesn't have to bedifficult or hard.
You just need to figure outwhat it looks like.
So is that giving 10% off theirnext purchase for referring a
(06:02):
friend, or maybe it's givingaway a free gift?
It just has to be somethingvaluable for them and then turn
your customers into yourcheerleaders.
So just show them how much theymean to you and then tell them
about this referral program.
They're going to be excited totalk about it.
If your services or productshelp people, then they're going
(06:24):
to want to tell their friendsand their family about it.
So that is one of the biggestthings you know that'll help you
with your visibility in thelocal community.
Speaker 2 (06:32):
Through people's bellies.
I've got a referral programthat if a previous couple refer
another couple to me and theyactually book in and I shoot the
wedding, I send them out to oneof the local restaurants here.
That's a really nice restaurantfor a $100 dinner, oh my God I
love that it's through the bell,it's the way to go.
Yeah, wow, I love that.
Speaker 1 (06:51):
Yeah, look, when I bought my business, I bought a
wedding planning business and Irebranded it and grew it and all
the rest of it.
But I moved to a business and Ireally relied on this local
(07:12):
approach.
Like I, the first place I wentwas around the corner where
there was a florist near myhouse and said hi, I'm a new
wedding planner, I love whatyou're doing and I'd love to
promote your.
You know working with you, sodo you have any flyers or
brochures or wedding packs thatyou could give me?
So I started promoting this guy.
I hadn't worked with him butyou know it was like my first
(07:33):
step.
And then I started going everySaturday to wineries and I'd go
with my husband and my kids andI would, you know, get a cheese
board and a bottle of wine orwhatever.
Speaker 2 (07:42):
Awesome tax write-off .
Speaker 1 (07:49):
By the way, the event manager here and I would just
introduce myself in person andI'd do something similar and say
I'm a new wedding planner, I'dlove to take your function packs
or your event wedding packs andpop them inside something for
my clients.
And just by doing that I madethese connections and people
remembered me because I wasthere in person and we had this
personal connection.
(08:09):
The amount of vendors that sendan email to these other vendors
and that's it, like that'stheir, their intro.
I just think as soon as youturn up in person and you make
that personal connection, thenyou're leaps ahead right.
Speaker 3 (08:24):
Do you agree?
Oh, 100% Personal connection iskey.
So just, however, you can makethem feel special and feel like
they belong with you.
That will take you so far inmarketing.
Speaker 1 (08:37):
Yeah, and being helpful, you know, going in
there and not asking forsomething from them in terms,
you know, can you refer me?
But going in and offering to behelpful, I think that goes a
long way.
Speaker 2 (08:49):
I've found rocking up with a box of cupcakes always
goes well too.
Speaker 1 (08:53):
I've done that before , really, yeah, yeah, who is
this guy?
Yeah, I know.
Speaker 2 (08:57):
I should be a lot bigger than I am, like cake and
cupcakes and anyway, yeah wow, Ilove that.
Speaker 1 (09:06):
Another cool little thing.
Uh, I know we're supposed to beasking you questions and we're
telling you what we do, butsomething that I used to love to
do after every wedding was toleave a google local review for
every single like vendor that Iworked with as well.
Um, I think that's a reallyimportant thing to do, is you
know?
That's great.
We send them an email and saylovely meeting you and let's do
it again.
But, like, go and put a nicereview, help their business with
(09:27):
you know, backing up theirlocal reviews.
Speaker 2 (09:31):
Madeline, would you agree that asking for those
reviews is pretty crucialBecause, from experience, no
one's going to walk the landsprouting you and telling
everyone about you unless youask them.
Speaker 3 (09:42):
So oh, for sure, 100% .
It's like you said.
No one's just going to thinkabout it.
So I always, you know,encourage my clients to prompt
their clients also to leavethose reviews, just so other
people know about them, if youdon't ask every single person
(10:03):
for a testimonial or review,you're only going to get bad
ones.
Speaker 1 (10:07):
It's true, it's actually true.
You need to ask because if youdon't, you'll just get five bad
reviews, because they're moremotivated to leave a review like
that than they are to go to theeffort of doing a positive one
that's so true, yeah so sobuilding local connections, I
think it's worthwhile talkingabout sort of networking as well
, like going to networkingevents, and I don't know if
(10:29):
you've got in the States there'sthings like BNI.
Do you have things like that?
Speaker 3 (10:33):
over there.
We don't.
I mean, we have networkingevents, but we don't have that.
I don't think.
Speaker 1 (10:38):
Yeah.
So I mean, I think it's quitecommon to go to a Chamber of
Commerce event or, you know, alocal women in business event or
something like that.
But there's also online uhsystems like we have in
australia.
There's something called b andI, where where they choose one
person from each industry in thelocal area.
So there'll be one lawyer, onearchitect, one wedding planner,
(11:00):
one travel agent and they meetwhat I think once a week and
they try to refer each otherbusiness.
At every opportunity they tryto refer each other business.
So there's there's someinteresting things out there
that aren't necessarily you'vegot to go and and bring your
business cards and do it thatway.
There's.
There's lots of differentoptions out there for building
connections in your local areaas well and putting yourself out
(11:23):
there a little bit more so haveyou got any, I guess, around
any other way that people couldbuild more local connections?
Speaker 3 (11:31):
I always tell people that collaboration is so
important and we talked aboutthis a little bit a minute ago
but people get scared when theyhave to collaborate with
somebody else, because what ifthey get all the spotlight?
What if you know they get morebusiness than I do?
But it actually goes hand inhand, because more people just
(11:53):
resonate with, might resonatewith their business.
And another thing that youcould do you know you said going
out and putting up flyers.
I think, honestly, like that'snot a bad idea If you, if you
just are intentional about whereyou put and I think
intentionality is the key forgood marketing, like you said to
networking events.
Be present on social media,join local Facebook groups,
(12:16):
attend as many community eventsas you can and focus on creating
connections with others.
You don't have to go thinking,oh, I have to tell everybody
about my service.
Be interested in what they haveto say.
Speaker 2 (12:28):
Interested people make interesting people is
something that I've heard a lot,but someone like me who is
fantastic in this scenario andthe judge and with and and I'm
out.
So someone like me, who is greatwith a camera, who feels
confident when I'm shootingwedding and that sort of stuff,
(12:49):
when it comes to like a um, whatdo you call it?
A networking thing, I'm justlike give me a gin and tonic or
a vodka or a martini orsomething and I'm just going to
go and stay in the cornerbecause that's not something
that I feel comfortable with,right?
Um, have you got any advice forpeople that maybe feel that way
in those situations?
Because that's a really bigthing, I think for a lot of
(13:11):
people.
Speaker 3 (13:12):
Yes, so I am a huge introvert.
Networking events are sooutside of my comfort zone and
it took me a long time to feelcomfortable even going to one.
So I totally understand whereyou're coming from.
One thing that I do beforeevery networking event and I try
to go to one about once ortwice a month at least but I set
(13:34):
little goals in my head.
So I tell myself, okay, if Ican talk to five people, just go
up, introduce myself, ask themwhat they do, what their
business is.
If I can talk to five people,then I can go and get a cup of
coffee and just chill in thecorner for a minute, hide.
But that just kind of helps mehave a plan and not feel so
(13:57):
overwhelmed.
Another thing that I have heardand that I have done that I
also tell my clients is to weara statement piece.
Now, I know you're going tolaugh, but it works.
Speaker 2 (14:11):
I've got lots of those.
Speaker 3 (14:12):
Well, there you go, whether it's in my case, I
usually try to wear a funheadband or some fun earrings.
I know people who wear asequins jacket, but it gets the
conversation going and peopleask them oh where did you get,
you know, your earrings?
And then it just kind of startsthe conversation.
(14:33):
It's not so scary, I guess,that way.
And then really, another pieceof advice I have for networking
events it's really important togo to those.
But I would say it's just asimportant to follow up with the
people that you meet at thosenetworking events.
So reaching out, saying Ienjoyed meeting you, I loved
your business, if there'ssomething that you can help with
(14:55):
, now's the perfect time to tellthem about it.
I like to.
After I talk to people, I'lljust like make a little note in
my phone oh so, and so isexpecting a baby in three months
, check in with her.
Or you know, this person isopening a new, let's see opening
a new branch, business branchlike downtown, you know stuff
like that.
And just making those follow-upemails more personable and more
(15:19):
special?
I guess so.
But no, I totally understandabout the networking of it.
Speaker 1 (15:24):
Years ago, I founded a women's professional network
called Business in Heels and ithad 55 franchises around the
world, which every single onehad monthly women's professional
network events.
So I know a thing or two aboutprofessional networking events.
But the whole reason that thatbusiness did well was because I
(15:44):
took the structure and theformality out of it.
I had this idea that women inparticular are natural-born
networkers.
If we put them in a fabulousspace and we give them champagne
and excellent goody bags and wemake more of the effort about
attracting the right women.
So it's a room full ofinteresting women with a couple
of champagnes.
(16:05):
We don't need to orchestrate it, it's just going to happen,
right?
But why that did well and Ithink something to consider is
they're not all structured andboring and you're standing
around looking at each otherwith tall tables, like there are
cool ones out there.
So I think if you dig a littlebit deeper, you might find your
vibe, you might find your people, and it might be in person.
(16:26):
It might be in person, it mightbe online, it might be on
meetup, it might be um, you know, I think, especially with the
wedding industry, like you know,we we might connect with a
certain sort of niche or or agegroup.
Um that you know, the localchamber of commerce isn't the
right fit for us, but I thinkit's important to note that
they're not all the same and youcan go out there and you can
(16:48):
find your networking vibe andyour tribe.
And yeah, I don't know, I justthought that was important.
Speaker 2 (16:55):
In the wedding industry, there's no shortage of
those networking.
Speaker 1 (16:58):
No, no, there's not.
Speaker 2 (16:59):
Yeah, there's one here tomorrow, do you want?
Speaker 1 (17:01):
to go.
That's the other thing.
Right, Bring a friend.
Yes.
Speaker 3 (17:08):
I don't shut up, so I'm the perfect wing woman for
these kind of events.
You need to come to mynetworking events.
Then you can be my wing woman.
Speaker 1 (17:16):
I'm like hi, who are you?
What are you doing?
Oh, this is Ben.
He's an amazing.
You know, like just bring thatperson with you, exactly.
Speaker 2 (17:26):
I'll bring you.
Speaker 1 (17:32):
What about, like community impact?
Right, there's lots ofopportunities to kind of build
connections in a way likesponsoring local community
sports or, you know, gettinginvolved in your community and
and and taking part of thingsthat are important to the
community.
Have you, if you've got anyadvice sort of around that sort
of approach?
Speaker 3 (17:48):
So, I am really involved in my city and they are
always putting on events.
I mean, it seems like there'ssomething every single weekend.
A lot of the small businessesthat I work with, you know they
don't go to every event, butthey go to as many as possible.
There was a farmer's marketover the weekend and so a lot of
(18:09):
them just went and they mingledin the community, they set up a
table close by and just, youknow, kind of told people what
they did.
There's okay.
At Christmas there's somethingcalled a Downtown Dickens
Christmas.
It is the most magical thing.
It's like Victorian, I mean,it's amazing and it's totally
(18:29):
volunteer.
These businesses don't have toparticipate, but they go all out
.
I mean they dress up, you know,in Charles Dickens era clothes.
They, you know, offer discountsto customers.
They even offer, like, freefood a lot of times and it's
just going, not even, you know,just participating, but it's
(18:52):
going all in as much as they canand just showing the community
like, hey, we have a awesomebusiness, we want to support you
, we want to support this town.
So I think just puttingyourself out there as much as
you can and saying yes to asmany events as possible is is
really important I love that I'ma saying yes person definitely
(19:15):
he said yes, to have me herethat was a bit of a risk, but
you know, wow, ben, you're great.
Speaker 1 (19:25):
All right, you're still're still here.
Speaker 2 (19:27):
Got to get it together.
Speaker 1 (19:34):
So I'd like to know, I guess, how, if I'm a little
local business, like say it's aflorist or whatever, how do I
identify the businesses that Iwant to connect with and kind of
cultivate relationships withthose businesses that I want to
make those connections with?
Speaker 3 (19:45):
I'd first start by observing others and seeing how
a partnership can kind of bebeneficial for both of you.
You know, going back to theflorist, if a florist and a
wedding planner, you know theyhave a similar audience but they
both offer something differentin value.
So that kind of partnershipwould be extremely valuable to
(20:07):
um, to them and also to theiraudience.
You know, maybe they uh, justoffer, you know, referrals, or
maybe they put on a pop-up, apop-up in the park, um, like we
talked about earlier.
So I can, he is so going tosteal that.
I love it.
I'm going to steal it too, um.
So another option is just toreach out to someone who you
(20:29):
admire and you know, ask them ifyou can share about their
products or service online or inperson, and then ask if they
would do the same.
It's so much better tocultivate partnerships when you
focus on how you can serve youraudience instead of making it
all about you know, me I alwayssay make your audience your hero
(20:50):
and, again, don't be afraid tolike, step outside of your
comfort zone and introduceyourself to other businesses.
So that's, that's where itstarts, for sure.
Speaker 1 (21:00):
I think it's important to also realize in the
, in the wedding piece, whatwhere you are in the in the
order of making decisions forthe couple, because for me, as a
wedding planner, they'reusually deciding on the venue
and then me.
So if I've connected with a lotof venues and the venue, you
know, I've gone in there andI've met them in person or
whatever, and I'm top of mindand they say go with this, jack
(21:24):
girl, she's amazing, blah, blah,blah, blah, blah.
They're just going to do itnine times out of ten, right,
they're not gonna look around.
So if, if you're strategicabout at what point are they
choosing the photographer or theor the wedding planner, or you
know the venue or whatever, andyou can make connections with,
with the people that are beforethat, I think that that's,
that's something that you shoulddefinitely prioritize, I think.
(21:45):
I think Absolutely.
Speaker 2 (21:48):
In making connections .
That kind of leads me into mynext question for you in regard
to making connections andcompetition.
I guess, to a degree In thewedding industry there's a lot
of competition and unfortunatelyit kind of breaks my heart
because I hate seeingcompetition between vendors of
the same genre.
Unfortunately it kind of breaksmy heart because I hate seeing
competition between vendors ofthe same genre.
(22:10):
So which kind of takes us tothe infinite versus the finite
kind of game, I guess, in termsof who we are in our businesses
and that sort of stuff.
So have you got any advice forwedding professionals around
being an infinite player andseeing the competition as
themselves in the mirror, asopposed to the other people
(22:32):
around them?
Speaker 3 (22:33):
Yeah, I think there are so many feelings of
competition or inadequacy withothers, and it's a really tough
thing to overcome, but everyonehas something to offer.
So, you know, two photographersare not going to have the same
style of pictures.
Even wedding planners they'renot going to, you know, have a
(22:55):
similar or they're not going tobe exact in how they work with
you.
So One thing that I would alsoadvise besides, you know, stop
comparing yourself to others.
Um is just learning from othersalso.
So I think it's, even if you'rein the same business as another
(23:16):
person, just ask them to get acup of coffee with you and you
might be surprised at howencouraging it is and how much
you enjoy it.
But, um, and just when you stopcomparing yourself to others,
you're able to get out of yourown way and show your clients
what makes you uniquely special.
Don't worry what this otherperson is doing.
(23:38):
Just, I mean seriously, everysingle day, like, ask yourself
how can I serve my clients inthe best way possible?
What can I offer them thatmaybe somebody else doesn't?
How can I make this experience,you know, personal and special
to them?
So, just, you know, focusingmore on what's in front of you
and then learning from others,instead of viewing them as the
(24:00):
competition.
Speaker 2 (24:02):
That's speaking from the heart and very honestly to
everyone that's watching.
That's something that I'vestruggled with for pretty much
all my career and I will stillgo to weddings and have that
imposter syndrome and still, youknow, given as far as I've come
, I'll still go.
Am I good enough, like, am Igoing to be able to produce
(24:23):
something that is amazing forthis couple, like that's?
I don't think that potentially,that's something that we ever,
as creatives, master.
I don't think so.
Yeah.
Speaker 1 (24:36):
Oh, ben, oh, we need to go to therapy after this.
Speaker 2 (24:42):
But for anyone that feels that you're not alone,
like it's something that everywedding professional I think
feels, and you know any creative, I think, feels so if you're
feeling that don't think it'sbad.
Just look in the mirror and goright, I can do this and go out
and shine, yeah.
Speaker 3 (24:59):
I agree and I think it's helpful to talk to other
people.
You know, like you just sharedknowing that other people
struggle it's not just you andyou're not alone in it but it is
something you know, know youcan encourage other people with,
so I like that I'd like to talka little bit about the
follow-up.
Speaker 1 (25:18):
So you've gone to a networking event or you've gone
to a meeting and you've you'veconnected with someone.
It's so important thatfollow-up piece, right, right.
So, whether it's it's, you'vecome home and all the business
cards have fallen out of yourhandbag, from business in heels,
which is what it used to belike for me.
You have to make that effort togot.
For me, it was go and find themon LinkedIn.
(25:39):
I love that because it justbacks up who you are straight
away.
I need to do that.
You know I get on LinkedIn,look them up, and that's why
I've got like 29 000 connectionsinsane um, I look like I've got
no friends at all on linkedin Iwasn't going to say anything,
but anyway,um, but that follow-up piece,
(26:00):
right, is so important and it'simportant the timing, like
you've got to get on to that andin the days that follow, send
them that email, um, you know,especially if that's somebody
that you're like.
Oh my god, I met this, I metthis, I don't know caterer and
like just all this celebrant.
And that's happened to me a fewtimes where I've gone to
wedding, specific networkingevents and and I've heard a
(26:22):
celebrant speak, never workedwith her, never done a wedding
with her, but I referred her andreferred her and referred her
because I just loved her vibe.
And you know, after that eventI met couples that I thought
they would love Jessie Bell hername was Jessie Bell, she was
just so funky and fun and howshe looked.
Speaker 2 (26:40):
Shout out to Jessie Bell.
Speaker 1 (26:42):
Shout out to Jessie Bell but, like I referred her so
many times without ever doing awedding, just based off how she
came across at this networkingevent that I went to.
So you know, but my point wasit's just so important to follow
up and really solidify thoseconnections and, you know, refer
(27:03):
business to them and, you know,pay it forward, so to speak.
Not, you know, great to meetyou, ben, at that networking
event.
Can you please send somebusiness my way like that's
gonna go down like a leadballoon, right, but?
Speaker 2 (27:16):
but what's the best way to structure that little
connection afterwards?
Speaker 3 (27:22):
so I actually really love sending voice messages.
Um, I usually am able to findthem on Instagram and I just
think a voice message is sopersonal and it's it just helps
people get to know you evenbetter.
I like to start off withsomething that I learned about
(27:42):
them.
So, again going back to thatearlier example, if I know that
someone is, you know, hasmentioned something to me that's
going on in their life Likemaybe they just got or maybe
they were going on a trip, andit's a week after the networking
event and I send them a voicemessage and I say, hey, hope you
enjoyed your trip to Hawaii.
(28:04):
It was great meeting you at thenetworking events.
I loved learning about you.
And then, if there is somethingthat can offer a value to them,
that is what I would say first,so just trying to share
something that will benefit them.
And then, you know, eventually,when you build that connection,
(28:27):
you can ask them about, youknow if they're interested in
your services, if, if theyhaven't already a lot of times
they're already interested inyou know what you have to offer,
how you can, um, how you canhelp them.
But but, yeah, voice messages,those are, those are awesome.
I definitely would recommendthose do that that's cool.
Speaker 2 (28:48):
You do with me all the time.
Speaker 1 (28:50):
Yeah, but I know you, we can think about people that
I've just met.
My son would say, yeah, shedoes it all the time.
Yeah, all right.
My last question is aroundproductivity.
So say you're a one-woman show.
Let's go back to the floristexample and you're too bloody
(29:11):
busy.
You're doing weddings everyweek, you're meeting clients and
ordering flowers and doing allthe things that you do, and
you're doing your facebook andyour instagram and your email
marketing and everythingyourself.
How do you make room and kindof, I guess, um, fit this into
your regular routine?
You said to me earlier that youtry to go once a month to a
(29:31):
networking event.
Like, have you got tips aroundthat and how someone can kind of
start this, slot this intotheir current routine?
Speaker 3 (29:39):
Yes, for sure I love talking about productivity.
I know I annoy people because Ijust think it's so fun,
honestly, and I think formarketing you have to.
There's so much going on.
You have to be intentionalabout how you spend your time.
So my productivity tips theymight sound basic at first but,
like, bear with me, they havebeen instrumental in my success.
(30:04):
So, first of all, I have areally good planner and I use it
every single day and I makesure to look at it.
You know, first thing in themorning and then throughout the
day.
Every Sunday afternoon I planout my week.
So I know some people who dothis on Friday afternoons or
even Saturday mornings, but forme typically Sunday afternoons
(30:25):
are the best and I plan out myweek, go through and I write out
all of my sort ofnon-negotiable things that I
can't move around.
So these would be things likedoctor's appointments, meetings,
a family member's birthday, atrip, that sort of things,
things that are kind of set instone that I can't move set in
(30:53):
stone that I can't move.
And then, after I do that, Ilist the top three things that I
have to get accomplished thatweek and get them scheduled on
my calendar.
So maybe you know it's meetingwith a big client, prepping for
that meeting.
That could be, like you know,thing number one.
The second thing is record, youknow, a new podcast episode.
The third thing could be, youknow, if I was a photographer
(31:14):
editing pictures for you know,this client.
So after I list those threeitems, I go through and I write
out all my other tasks, thingsthat I want to get done
throughout the week, but theymight not be quite as important
as those non-negotiables orother things that I listed
earlier.
So putting it in my plannerlike that helps me focus on my
(31:36):
priorities and really get thingsdone and see what things are
most important.
And then another thing kind ofgoing along with that is having
theme days.
So a lot of times I'm a little,I'm a little ADD, so a lot of
times going from task to task isnot the best thing for me.
(31:59):
So, on, I structure my daysaround, you know, similar,
similar tasks.
So Mondays might be my meetingdays.
So I only, you know, take Zoomcalls or meet with local
businesses or have phone calls,that sort of thing.
Tuesdays I might, you know, doclient work.
(32:20):
So I just exclusively, you know, prep for that and help them,
help my clients.
Wednesdays maybe it's mycontent days so social media
posts, batch, creating those,writing an email for email
marketing, you know, making apodcast, things like that.
(32:42):
So having theme days has reallyhelped me and it helps me know
what to expect, you know, fromday to day.
Speaker 2 (32:48):
I need to do that.
Speaker 3 (32:51):
What planner do you use?
I use the Full day to day.
I need to do that.
What planner do you use?
I use the Full Focus Planner.
I'm obsessed with it.
I love it.
You can have it track.
It's my favourite, cool.
Speaker 2 (33:01):
So, madeline, you are the very first person to
pioneer our new little segment,which is Ben's regular guest
question.
Yay, our new little segmentwhich is Ben's regular guest
question.
Yeah, so we're going to ask aregular guest question to all
our guests.
You're the pioneer.
So if you walked outside rightnow and saw an 18-year-old
(33:23):
version of yourself, what advicewould you give yourself,
knowing what you know now?
Speaker 1 (33:29):
in terms of business and life.
She's going to reply and sayI'm 18.
Speaker 3 (33:36):
No, no, it's.
Yeah, that's been a while.
No, that's a really goodquestion, that's a great
question.
I would tell my 18 year oldself that her life looks
absolutely nothing like shethought it would.
I would tell her that she feels, you know, confused and like
she doesn't know what she'sdoing right now, but that's okay
(33:57):
.
And then I would also tell herto learn as much as she can
about, I mean, really anythingbut especially business.
Say yes to new opportunities.
Push yourself out of yourcomfort zone again and again and
again and make yourselfuncomfortable, because that's
how you grow and that's how youlearn.
Um, so I would I would love totell her that awesome, cool.
Speaker 2 (34:22):
Thank you very much for that.
Speaker 1 (34:24):
So, guys, if anyone wants a free marketing audit um
for wedding empires pro members,just have a look at
madelinevictoriacocom, and herinstagram is also
madelinevictoriaco I think it'simportant to mention um
madeline's offering this freeaudit and, and what it is is
basically an assessment of your,of your business and your
(34:45):
online presence and whatnot, andgiving you free advice on
things that you could do toimprove, I guess, the generation
of leads in business really, amI correct?
Speaker 3 (34:56):
That's right.
Yeah, and just DM melocalmastermarketing on
Instagram and I will give youyour free audit Amazing.
Speaker 2 (35:05):
I'll call you.
Speaker 1 (35:07):
Okay, sounds good.
All right, thanks so much,madeline.
We enjoyed having you here andI'm sure we'll get you back in
the future for those of youwho've joined us live.
Thank you so much.
Uh, love your comments, lee.
I did see that you.
You're calling on ben now toturn up tomorrow to networking
I've been called out.
Yes, I might have to go and behis wing woman, but for everyone
(35:29):
else, please go and start yourfree seven-day trial at
proweddingempirescom, because wehave events like this, but we
also have a stack of other freetraining events for your wedding
business in there, and we haveliterally hundreds of templates
to help you with your weddingbusiness.
So you can find Ben and I onInstagram and TikTok.
(35:52):
Our username isWeddingEmpiresPodcast.
Yes, see you there.
Today we're going to embark on something that's super
important for weddingprofessionals, which is
mastering your local market andmaking connections from a local
level.
So, ben Hi, how?
Speaker 2 (00:12):
are you Good?
I'm wonderful.
How are you?
Speaker 3 (00:14):
I'm good.
How are you, madeline?
I'm great.
Thank you for having me.
Speaker 1 (00:20):
We're really excited to have this chat with you today
.
I think that a lot of peoplecan kind of feel like they
started winning business thereon Instagram.
That's all they need to do andthe people will come, and that's
not really how it works, right.
Speaker 3 (00:35):
Right now.
Yeah, there's a lot more thanthat, for sure.
Speaker 1 (00:38):
A marketing expert.
You do coaching, you work withbusinesses in various capacities
, but one thing that you reallyniche down on is mastering this
kind of local connections andlocal marketing.
So I guess, can you, can youexplain to us kind of how you've
ended up?
You know, specializing in thatarea?
Yes, for sure.
Speaker 3 (00:57):
So it was actually kind of an accident.
I never really planned on beingin this area, much less being
in marketing, but in college Ihad an internship and it was
with a marketing department andI just thought it was so
interesting.
I loved it.
I loved learning aboutbusinesses and how to promote
them, and at the time I also hada side hustle as a social media
(01:20):
manager.
And then, after graduating, Idecided to actually continue
that and worked severalpart-time jobs over the next few
years just so I could continueto work on that business on the
side.
And actually one of thepart-time jobs that I had was in
a brick and mortar business.
It was a bookstore actually,which was really fun, so I was
(01:40):
able to learn a lot andeventually I was able to go full
time with my own business.
I found that I really enjoyedworking with brick and mortar
businesses because there wasjust so much to do within the
community marketing wise.
And then this was the key Ilistened to what my clients
wanted, and they didn't justwant help with their social
(02:02):
media.
Like you said earlier, it goesbeyond Instagram.
So I started helping them withgeneral marketing and creating
and implementing a marketingstrategy that worked for their
business and that was custom tothem.
So I became a marketingstrategist, and here we are.
Speaker 1 (02:19):
So when you're building a marketing strategy
for a business like that andobviously we're all about
wedding businesses, so say, it'sa local florist or something
like that what, from a localperspective, are some things
that we'd expect to see in amarketing strategy for a
business like that?
Speaker 3 (02:33):
The first thing that we do when we're creating a
marketing strategy is I ask themabout their goals, I get them
to define kind of where theywant to be.
You know, in a few months, ayear, a few years and take that
and we start making like aroadmap to get there.
So I always tell my clientsthat local marketing and
creating lasting connectionsisn't just about your products
(02:54):
or services.
It's about how your businessbecomes an important part of the
lives around you.
It's definitely not a one typeor one size fits all type thing.
No matter the business, youshould make your clients feel
like they're the hero and showthem that they're special and
belong with you.
And again, that goes for anybusiness.
And so one thing that we dowhen we're making their strategy
(03:16):
is I sit down and I tell themokay, so think of 15 different
ways that you can show up inyour community you know whether
that's something big orsomething small and just write
them all down.
And obviously, of course, I'mgoing to tell them to just pick
a couple of those things becauseI don't want to overwhelm them
and burn them out.
But it's really good to come upwith a bunch of ideas for them
(03:38):
to choose from or even have forlater.
You know, go into your floristexample.
One thing that they could do intheir strategy and that would
impact their local community ishosting a class or a workshop
where they teach people how toarrange flowers so they can
collaborate and even reach outto a local wedding venue and
just say, hey, can I host thisevent here?
(03:59):
I think it would be beneficialfor both of us and just really
impact the community.
Get our names out that type ofthing.
If you're a photographer, youcan host a quick pop up in the
park for engaged couples.
You could tell them that youwill offer a discount or a bonus
(04:20):
if they hire you to shoot theirwedding.
So, whatever it is, it's justyou know and we talk about this
a lot, my clients and I it'sjust following up with these
people who could be clients forthem and it's showing them how
they can work with them further.
So you know, it's only thefirst step the engagement
session or the pop up with theflorist but you can offer them a
(04:45):
lot more support.
And one thing I also tell themis it's just going to take some
time to build thoserelationships in the community,
but the results will be worth it.
You just have to be consistentand provide excellent service.
Speaker 2 (04:56):
Yeah, I like that term pop-up in the park.
Oh yeah, we're going to do itnow.
No, I think if I did that Imight get arrested, so probably
won't try that.
But that kind of leads on toone of the questions that I had
for you was like what strategiesdo you recommend for increasing
the business's visibility inyour local community?
And you touched on a bit ofthat just before.
Speaker 3 (05:19):
So kind of going along with that.
I think referral programs andloyalty programs are a great way
to do that and a lot of timesit gets a bad connotation.
I mean you with that.
I think referral programs andloyalty programs are a great way
to do that and a lot of timesit gets a bad connotation.
I mean you hear that you'relike like, I mean it's, it's a
huge deal, especially in yourcommunity, because who are you
going to trust?
You know your friends and yourfamily, or just you know a
random ad that you see onInstagram or Facebook, and while
(05:41):
those have their place, it'smuch more impactful when it's
coming from a person that theyknow.
So I tell my clients, whenyou're making a referral program
, it doesn't have to bedifficult or hard.
You just need to figure outwhat it looks like.
So is that giving 10% off theirnext purchase for referring a
(06:02):
friend, or maybe it's givingaway a free gift?
It just has to be somethingvaluable for them and then turn
your customers into yourcheerleaders.
So just show them how much theymean to you and then tell them
about this referral program.
They're going to be excited totalk about it.
If your services or productshelp people, then they're going
(06:24):
to want to tell their friendsand their family about it.
So that is one of the biggestthings you know that'll help you
with your visibility in thelocal community.
Speaker 2 (06:32):
Through people's bellies.
I've got a referral programthat if a previous couple refer
another couple to me and theyactually book in and I shoot the
wedding, I send them out to oneof the local restaurants here.
That's a really nice restaurantfor a $100 dinner, oh my God I
love that it's through the bell,it's the way to go.
Yeah, wow, I love that.
Speaker 1 (06:51):
Yeah, look, when I bought my business, I bought a
wedding planning business and Irebranded it and grew it and all
the rest of it.
But I moved to a business and Ireally relied on this local
(07:12):
approach.
Like I, the first place I wentwas around the corner where
there was a florist near myhouse and said hi, I'm a new
wedding planner, I love whatyou're doing and I'd love to
promote your.
You know working with you, sodo you have any flyers or
brochures or wedding packs thatyou could give me?
So I started promoting this guy.
I hadn't worked with him butyou know it was like my first
(07:33):
step.
And then I started going everySaturday to wineries and I'd go
with my husband and my kids andI would, you know, get a cheese
board and a bottle of wine orwhatever.
Speaker 2 (07:42):
Awesome tax write-off .
Speaker 1 (07:49):
By the way, the event manager here and I would just
introduce myself in person andI'd do something similar and say
I'm a new wedding planner, I'dlove to take your function packs
or your event wedding packs andpop them inside something for
my clients.
And just by doing that I madethese connections and people
remembered me because I wasthere in person and we had this
personal connection.
(08:09):
The amount of vendors that sendan email to these other vendors
and that's it, like that'stheir, their intro.
I just think as soon as youturn up in person and you make
that personal connection, thenyou're leaps ahead right.
Speaker 3 (08:24):
Do you agree?
Oh, 100% Personal connection iskey.
So just, however, you can makethem feel special and feel like
they belong with you.
That will take you so far inmarketing.
Speaker 1 (08:37):
Yeah, and being helpful, you know, going in
there and not asking forsomething from them in terms,
you know, can you refer me?
But going in and offering to behelpful, I think that goes a
long way.
Speaker 2 (08:49):
I've found rocking up with a box of cupcakes always
goes well too.
Speaker 1 (08:53):
I've done that before , really, yeah, yeah, who is
this guy?
Yeah, I know.
Speaker 2 (08:57):
I should be a lot bigger than I am, like cake and
cupcakes and anyway, yeah wow, Ilove that.
Speaker 1 (09:06):
Another cool little thing.
Uh, I know we're supposed to beasking you questions and we're
telling you what we do, butsomething that I used to love to
do after every wedding was toleave a google local review for
every single like vendor that Iworked with as well.
Um, I think that's a reallyimportant thing to do, is you
know?
That's great.
We send them an email and saylovely meeting you and let's do
it again.
But, like, go and put a nicereview, help their business with
(09:27):
you know, backing up theirlocal reviews.
Speaker 2 (09:31):
Madeline, would you agree that asking for those
reviews is pretty crucialBecause, from experience, no
one's going to walk the landsprouting you and telling
everyone about you unless youask them.
Speaker 3 (09:42):
So oh, for sure, 100% .
It's like you said.
No one's just going to thinkabout it.
So I always, you know,encourage my clients to prompt
their clients also to leavethose reviews, just so other
people know about them, if youdon't ask every single person
(10:03):
for a testimonial or review,you're only going to get bad
ones.
Speaker 1 (10:07):
It's true, it's actually true.
You need to ask because if youdon't, you'll just get five bad
reviews, because they're moremotivated to leave a review like
that than they are to go to theeffort of doing a positive one
that's so true, yeah so sobuilding local connections, I
think it's worthwhile talkingabout sort of networking as well
, like going to networkingevents, and I don't know if
(10:29):
you've got in the States there'sthings like BNI.
Do you have things like that?
Speaker 3 (10:33):
over there.
We don't.
I mean, we have networkingevents, but we don't have that.
I don't think.
Speaker 1 (10:38):
Yeah.
So I mean, I think it's quitecommon to go to a Chamber of
Commerce event or, you know, alocal women in business event or
something like that.
But there's also online uhsystems like we have in
australia.
There's something called b andI, where where they choose one
person from each industry in thelocal area.
So there'll be one lawyer, onearchitect, one wedding planner,
(11:00):
one travel agent and they meetwhat I think once a week and
they try to refer each otherbusiness.
At every opportunity they tryto refer each other business.
So there's there's someinteresting things out there
that aren't necessarily you'vegot to go and and bring your
business cards and do it thatway.
There's.
There's lots of differentoptions out there for building
connections in your local areaas well and putting yourself out
(11:23):
there a little bit more so haveyou got any, I guess, around
any other way that people couldbuild more local connections?
Speaker 3 (11:31):
I always tell people that collaboration is so
important and we talked aboutthis a little bit a minute ago
but people get scared when theyhave to collaborate with
somebody else, because what ifthey get all the spotlight?
What if you know they get morebusiness than I do?
But it actually goes hand inhand, because more people just
(11:53):
resonate with, might resonatewith their business.
And another thing that youcould do you know you said going
out and putting up flyers.
I think, honestly, like that'snot a bad idea If you, if you
just are intentional about whereyou put and I think
intentionality is the key forgood marketing, like you said to
networking events.
Be present on social media,join local Facebook groups,
(12:16):
attend as many community eventsas you can and focus on creating
connections with others.
You don't have to go thinking,oh, I have to tell everybody
about my service.
Be interested in what they haveto say.
Speaker 2 (12:28):
Interested people make interesting people is
something that I've heard a lot,but someone like me who is
fantastic in this scenario andthe judge and with and and I'm
out.
So someone like me, who is greatwith a camera, who feels
confident when I'm shootingwedding and that sort of stuff,
(12:49):
when it comes to like a um, whatdo you call it?
A networking thing, I'm justlike give me a gin and tonic or
a vodka or a martini orsomething and I'm just going to
go and stay in the cornerbecause that's not something
that I feel comfortable with,right?
Um, have you got any advice forpeople that maybe feel that way
in those situations?
Because that's a really bigthing, I think for a lot of
(13:11):
people.
Speaker 3 (13:12):
Yes, so I am a huge introvert.
Networking events are sooutside of my comfort zone and
it took me a long time to feelcomfortable even going to one.
So I totally understand whereyou're coming from.
One thing that I do beforeevery networking event and I try
to go to one about once ortwice a month at least but I set
(13:34):
little goals in my head.
So I tell myself, okay, if Ican talk to five people, just go
up, introduce myself, ask themwhat they do, what their
business is.
If I can talk to five people,then I can go and get a cup of
coffee and just chill in thecorner for a minute, hide.
But that just kind of helps mehave a plan and not feel so
(13:57):
overwhelmed.
Another thing that I have heardand that I have done that I
also tell my clients is to weara statement piece.
Now, I know you're going tolaugh, but it works.
Speaker 2 (14:11):
I've got lots of those.
Speaker 3 (14:12):
Well, there you go, whether it's in my case, I
usually try to wear a funheadband or some fun earrings.
I know people who wear asequins jacket, but it gets the
conversation going and peopleask them oh where did you get,
you know, your earrings?
And then it just kind of startsthe conversation.
(14:33):
It's not so scary, I guess,that way.
And then really, another pieceof advice I have for networking
events it's really important togo to those.
But I would say it's just asimportant to follow up with the
people that you meet at thosenetworking events.
So reaching out, saying Ienjoyed meeting you, I loved
your business, if there'ssomething that you can help with
(14:55):
, now's the perfect time to tellthem about it.
I like to.
After I talk to people, I'lljust like make a little note in
my phone oh so, and so isexpecting a baby in three months
, check in with her.
Or you know, this person isopening a new, let's see opening
a new branch, business branchlike downtown, you know stuff
like that.
And just making those follow-upemails more personable and more
(15:19):
special?
I guess so.
But no, I totally understandabout the networking of it.
Speaker 1 (15:24):
Years ago, I founded a women's professional network
called Business in Heels and ithad 55 franchises around the
world, which every single onehad monthly women's professional
network events.
So I know a thing or two aboutprofessional networking events.
But the whole reason that thatbusiness did well was because I
(15:44):
took the structure and theformality out of it.
I had this idea that women inparticular are natural-born
networkers.
If we put them in a fabulousspace and we give them champagne
and excellent goody bags and wemake more of the effort about
attracting the right women.
So it's a room full ofinteresting women with a couple
of champagnes.
(16:05):
We don't need to orchestrate it, it's just going to happen,
right?
But why that did well and Ithink something to consider is
they're not all structured andboring and you're standing
around looking at each otherwith tall tables, like there are
cool ones out there.
So I think if you dig a littlebit deeper, you might find your
vibe, you might find your people, and it might be in person.
(16:26):
It might be in person, it mightbe online, it might be on
meetup, it might be um, you know, I think, especially with the
wedding industry, like you know,we we might connect with a
certain sort of niche or or agegroup.
Um that you know, the localchamber of commerce isn't the
right fit for us, but I thinkit's important to note that
they're not all the same and youcan go out there and you can
(16:48):
find your networking vibe andyour tribe.
And yeah, I don't know, I justthought that was important.
Speaker 2 (16:55):
In the wedding industry, there's no shortage of
those networking.
Speaker 1 (16:58):
No, no, there's not.
Speaker 2 (16:59):
Yeah, there's one here tomorrow, do you want?
Speaker 1 (17:01):
to go.
That's the other thing.
Right, Bring a friend.
Yes.
Speaker 3 (17:08):
I don't shut up, so I'm the perfect wing woman for
these kind of events.
You need to come to mynetworking events.
Then you can be my wing woman.
Speaker 1 (17:16):
I'm like hi, who are you?
What are you doing?
Oh, this is Ben.
He's an amazing.
You know, like just bring thatperson with you, exactly.
Speaker 2 (17:26):
I'll bring you.
Speaker 1 (17:32):
What about, like community impact?
Right, there's lots ofopportunities to kind of build
connections in a way likesponsoring local community
sports or, you know, gettinginvolved in your community and
and and taking part of thingsthat are important to the
community.
Have you, if you've got anyadvice sort of around that sort
of approach?
Speaker 3 (17:48):
So, I am really involved in my city and they are
always putting on events.
I mean, it seems like there'ssomething every single weekend.
A lot of the small businessesthat I work with, you know they
don't go to every event, butthey go to as many as possible.
There was a farmer's marketover the weekend and so a lot of
(18:09):
them just went and they mingledin the community, they set up a
table close by and just, youknow, kind of told people what
they did.
There's okay.
At Christmas there's somethingcalled a Downtown Dickens
Christmas.
It is the most magical thing.
It's like Victorian, I mean,it's amazing and it's totally
(18:29):
volunteer.
These businesses don't have toparticipate, but they go all out
.
I mean they dress up, you know,in Charles Dickens era clothes.
They, you know, offer discountsto customers.
They even offer, like, freefood a lot of times and it's
just going, not even, you know,just participating, but it's
(18:52):
going all in as much as they canand just showing the community
like, hey, we have a awesomebusiness, we want to support you
, we want to support this town.
So I think just puttingyourself out there as much as
you can and saying yes to asmany events as possible is is
really important I love that I'ma saying yes person definitely
(19:15):
he said yes, to have me herethat was a bit of a risk, but
you know, wow, ben, you're great.
Speaker 1 (19:25):
All right, you're still're still here.
Speaker 2 (19:27):
Got to get it together.
Speaker 1 (19:34):
So I'd like to know, I guess, how, if I'm a little
local business, like say it's aflorist or whatever, how do I
identify the businesses that Iwant to connect with and kind of
cultivate relationships withthose businesses that I want to
make those connections with?
Speaker 3 (19:45):
I'd first start by observing others and seeing how
a partnership can kind of bebeneficial for both of you.
You know, going back to theflorist, if a florist and a
wedding planner, you know theyhave a similar audience but they
both offer something differentin value.
So that kind of partnershipwould be extremely valuable to
(20:07):
um, to them and also to theiraudience.
You know, maybe they uh, justoffer, you know, referrals, or
maybe they put on a pop-up, apop-up in the park, um, like we
talked about earlier.
So I can, he is so going tosteal that.
I love it.
I'm going to steal it too, um.
So another option is just toreach out to someone who you
(20:29):
admire and you know, ask them ifyou can share about their
products or service online or inperson, and then ask if they
would do the same.
It's so much better tocultivate partnerships when you
focus on how you can serve youraudience instead of making it
all about you know, me I alwayssay make your audience your hero
(20:50):
and, again, don't be afraid tolike, step outside of your
comfort zone and introduceyourself to other businesses.
So that's, that's where itstarts, for sure.
Speaker 1 (21:00):
I think it's important to also realize in the
, in the wedding piece, whatwhere you are in the in the
order of making decisions forthe couple, because for me, as a
wedding planner, they'reusually deciding on the venue
and then me.
So if I've connected with a lotof venues and the venue, you
know, I've gone in there andI've met them in person or
whatever, and I'm top of mindand they say go with this, jack
(21:24):
girl, she's amazing, blah, blah,blah, blah, blah.
They're just going to do itnine times out of ten, right,
they're not gonna look around.
So if, if you're strategicabout at what point are they
choosing the photographer or theor the wedding planner, or you
know the venue or whatever, andyou can make connections with,
with the people that are beforethat, I think that that's,
that's something that you shoulddefinitely prioritize, I think.
(21:45):
I think Absolutely.
Speaker 2 (21:48):
In making connections .
That kind of leads me into mynext question for you in regard
to making connections andcompetition.
I guess, to a degree In thewedding industry there's a lot
of competition and unfortunatelyit kind of breaks my heart
because I hate seeingcompetition between vendors of
the same genre.
Unfortunately it kind of breaksmy heart because I hate seeing
competition between vendors ofthe same genre.
(22:10):
So which kind of takes us tothe infinite versus the finite
kind of game, I guess, in termsof who we are in our businesses
and that sort of stuff.
So have you got any advice forwedding professionals around
being an infinite player andseeing the competition as
themselves in the mirror, asopposed to the other people
(22:32):
around them?
Speaker 3 (22:33):
Yeah, I think there are so many feelings of
competition or inadequacy withothers, and it's a really tough
thing to overcome, but everyonehas something to offer.
So, you know, two photographersare not going to have the same
style of pictures.
Even wedding planners they'renot going to, you know, have a
(22:55):
similar or they're not going tobe exact in how they work with
you.
So One thing that I would alsoadvise besides, you know, stop
comparing yourself to others.
Um is just learning from othersalso.
So I think it's, even if you'rein the same business as another
(23:16):
person, just ask them to get acup of coffee with you and you
might be surprised at howencouraging it is and how much
you enjoy it.
But, um, and just when you stopcomparing yourself to others,
you're able to get out of yourown way and show your clients
what makes you uniquely special.
Don't worry what this otherperson is doing.
(23:38):
Just, I mean seriously, everysingle day, like, ask yourself
how can I serve my clients inthe best way possible?
What can I offer them thatmaybe somebody else doesn't?
How can I make this experience,you know, personal and special
to them?
So, just, you know, focusingmore on what's in front of you
and then learning from others,instead of viewing them as the
(24:00):
competition.
Speaker 2 (24:02):
That's speaking from the heart and very honestly to
everyone that's watching.
That's something that I'vestruggled with for pretty much
all my career and I will stillgo to weddings and have that
imposter syndrome and still, youknow, given as far as I've come
, I'll still go.
Am I good enough, like, am Igoing to be able to produce
(24:23):
something that is amazing forthis couple, like that's?
I don't think that potentially,that's something that we ever,
as creatives, master.
I don't think so.
Yeah.
Speaker 1 (24:36):
Oh, ben, oh, we need to go to therapy after this.
Speaker 2 (24:42):
But for anyone that feels that you're not alone,
like it's something that everywedding professional I think
feels, and you know any creative, I think, feels so if you're
feeling that don't think it'sbad.
Just look in the mirror and goright, I can do this and go out
and shine, yeah.
Speaker 3 (24:59):
I agree and I think it's helpful to talk to other
people.
You know, like you just sharedknowing that other people
struggle it's not just you andyou're not alone in it but it is
something you know, know youcan encourage other people with,
so I like that I'd like to talka little bit about the
follow-up.
Speaker 1 (25:18):
So you've gone to a networking event or you've gone
to a meeting and you've you'veconnected with someone.
It's so important thatfollow-up piece, right, right.
So, whether it's it's, you'vecome home and all the business
cards have fallen out of yourhandbag, from business in heels,
which is what it used to belike for me.
You have to make that effort togot.
For me, it was go and find themon LinkedIn.
(25:39):
I love that because it justbacks up who you are straight
away.
I need to do that.
You know I get on LinkedIn,look them up, and that's why
I've got like 29 000 connectionsinsane um, I look like I've got
no friends at all on linkedin Iwasn't going to say anything,
but anyway,um, but that follow-up piece,
(26:00):
right, is so important and it'simportant the timing, like
you've got to get on to that andin the days that follow, send
them that email, um, you know,especially if that's somebody
that you're like.
Oh my god, I met this, I metthis, I don't know caterer and
like just all this celebrant.
And that's happened to me a fewtimes where I've gone to
wedding, specific networkingevents and and I've heard a
(26:22):
celebrant speak, never workedwith her, never done a wedding
with her, but I referred her andreferred her and referred her
because I just loved her vibe.
And you know, after that eventI met couples that I thought
they would love Jessie Bell hername was Jessie Bell, she was
just so funky and fun and howshe looked.
Speaker 2 (26:40):
Shout out to Jessie Bell.
Speaker 1 (26:42):
Shout out to Jessie Bell but, like I referred her so
many times without ever doing awedding, just based off how she
came across at this networkingevent that I went to.
So you know, but my point wasit's just so important to follow
up and really solidify thoseconnections and, you know, refer
(27:03):
business to them and, you know,pay it forward, so to speak.
Not, you know, great to meetyou, ben, at that networking
event.
Can you please send somebusiness my way like that's
gonna go down like a leadballoon, right, but?
Speaker 2 (27:16):
but what's the best way to structure that little
connection afterwards?
Speaker 3 (27:22):
so I actually really love sending voice messages.
Um, I usually am able to findthem on Instagram and I just
think a voice message is sopersonal and it's it just helps
people get to know you evenbetter.
I like to start off withsomething that I learned about
(27:42):
them.
So, again going back to thatearlier example, if I know that
someone is, you know, hasmentioned something to me that's
going on in their life Likemaybe they just got or maybe
they were going on a trip, andit's a week after the networking
event and I send them a voicemessage and I say, hey, hope you
enjoyed your trip to Hawaii.
(28:04):
It was great meeting you at thenetworking events.
I loved learning about you.
And then, if there is somethingthat can offer a value to them,
that is what I would say first,so just trying to share
something that will benefit them.
And then, you know, eventually,when you build that connection,
(28:27):
you can ask them about, youknow if they're interested in
your services, if, if theyhaven't already a lot of times
they're already interested inyou know what you have to offer,
how you can, um, how you canhelp them.
But but, yeah, voice messages,those are, those are awesome.
I definitely would recommendthose do that that's cool.
Speaker 2 (28:48):
You do with me all the time.
Speaker 1 (28:50):
Yeah, but I know you, we can think about people that
I've just met.
My son would say, yeah, shedoes it all the time.
Yeah, all right.
My last question is aroundproductivity.
So say you're a one-woman show.
Let's go back to the floristexample and you're too bloody
(29:11):
busy.
You're doing weddings everyweek, you're meeting clients and
ordering flowers and doing allthe things that you do, and
you're doing your facebook andyour instagram and your email
marketing and everythingyourself.
How do you make room and kindof, I guess, um, fit this into
your regular routine?
You said to me earlier that youtry to go once a month to a
(29:31):
networking event.
Like, have you got tips aroundthat and how someone can kind of
start this, slot this intotheir current routine?
Speaker 3 (29:39):
Yes, for sure I love talking about productivity.
I know I annoy people because Ijust think it's so fun,
honestly, and I think formarketing you have to.
There's so much going on.
You have to be intentionalabout how you spend your time.
So my productivity tips theymight sound basic at first but,
like, bear with me, they havebeen instrumental in my success.
(30:04):
So, first of all, I have areally good planner and I use it
every single day and I makesure to look at it.
You know, first thing in themorning and then throughout the
day.
Every Sunday afternoon I planout my week.
So I know some people who dothis on Friday afternoons or
even Saturday mornings, but forme typically Sunday afternoons
(30:25):
are the best and I plan out myweek, go through and I write out
all of my sort ofnon-negotiable things that I
can't move around.
So these would be things likedoctor's appointments, meetings,
a family member's birthday, atrip, that sort of things,
things that are kind of set instone that I can't move set in
(30:53):
stone that I can't move.
And then, after I do that, Ilist the top three things that I
have to get accomplished thatweek and get them scheduled on
my calendar.
So maybe you know it's meetingwith a big client, prepping for
that meeting.
That could be, like you know,thing number one.
The second thing is record, youknow, a new podcast episode.
The third thing could be, youknow, if I was a photographer
(31:14):
editing pictures for you know,this client.
So after I list those threeitems, I go through and I write
out all my other tasks, thingsthat I want to get done
throughout the week, but theymight not be quite as important
as those non-negotiables orother things that I listed
earlier.
So putting it in my plannerlike that helps me focus on my
(31:36):
priorities and really get thingsdone and see what things are
most important.
And then another thing kind ofgoing along with that is having
theme days.
So a lot of times I'm a little,I'm a little ADD, so a lot of
times going from task to task isnot the best thing for me.
(31:59):
So, on, I structure my daysaround, you know, similar,
similar tasks.
So Mondays might be my meetingdays.
So I only, you know, take Zoomcalls or meet with local
businesses or have phone calls,that sort of thing.
Tuesdays I might, you know, doclient work.
(32:20):
So I just exclusively, you know, prep for that and help them,
help my clients.
Wednesdays maybe it's mycontent days so social media
posts, batch, creating those,writing an email for email
marketing, you know, making apodcast, things like that.
(32:42):
So having theme days has reallyhelped me and it helps me know
what to expect, you know, fromday to day.
Speaker 2 (32:48):
I need to do that.
Speaker 3 (32:51):
What planner do you use?
I use the Full day to day.
I need to do that.
What planner do you use?
I use the Full Focus Planner.
I'm obsessed with it.
I love it.
You can have it track.
It's my favourite, cool.
Speaker 2 (33:01):
So, madeline, you are the very first person to
pioneer our new little segment,which is Ben's regular guest
question.
Yay, our new little segmentwhich is Ben's regular guest
question.
Yeah, so we're going to ask aregular guest question to all
our guests.
You're the pioneer.
So if you walked outside rightnow and saw an 18-year-old
(33:23):
version of yourself, what advicewould you give yourself,
knowing what you know now?
Speaker 1 (33:29):
in terms of business and life.
She's going to reply and sayI'm 18.
Speaker 3 (33:36):
No, no, it's.
Yeah, that's been a while.
No, that's a really goodquestion, that's a great
question.
I would tell my 18 year oldself that her life looks
absolutely nothing like shethought it would.
I would tell her that she feels, you know, confused and like
she doesn't know what she'sdoing right now, but that's okay
(33:57):
.
And then I would also tell herto learn as much as she can
about, I mean, really anythingbut especially business.
Say yes to new opportunities.
Push yourself out of yourcomfort zone again and again and
again and make yourselfuncomfortable, because that's
how you grow and that's how youlearn.
Um, so I would I would love totell her that awesome, cool.
Speaker 2 (34:22):
Thank you very much for that.
Speaker 1 (34:24):
So, guys, if anyone wants a free marketing audit um
for wedding empires pro members,just have a look at
madelinevictoriacocom, and herinstagram is also
madelinevictoriaco I think it'simportant to mention um
madeline's offering this freeaudit and, and what it is is
basically an assessment of your,of your business and your
(34:45):
online presence and whatnot, andgiving you free advice on
things that you could do toimprove, I guess, the generation
of leads in business really, amI correct?
Speaker 3 (34:56):
That's right.
Yeah, and just DM melocalmastermarketing on
Instagram and I will give youyour free audit Amazing.
Speaker 2 (35:05):
I'll call you.
Speaker 1 (35:07):
Okay, sounds good.
All right, thanks so much,madeline.
We enjoyed having you here andI'm sure we'll get you back in
the future for those of youwho've joined us live.
Thank you so much.
Uh, love your comments, lee.
I did see that you.
You're calling on ben now toturn up tomorrow to networking
I've been called out.
Yes, I might have to go and behis wing woman, but for everyone
(35:29):
else, please go and start yourfree seven-day trial at
proweddingempirescom, because wehave events like this, but we
also have a stack of other freetraining events for your wedding
business in there, and we haveliterally hundreds of templates
to help you with your weddingbusiness.
So you can find Ben and I onInstagram and TikTok.
(35:52):
Our username isWeddingEmpiresPodcast.
Yes, see you there.
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