The Professional Connection

The
PROFESSIONAL
CONNECTION
The Official Newsletter of the
Association for Wedding Professionals, Int'l
September
October
November 2005
FALL ISSUE
Inside
This
Issue
Consider Market Research ..... 2
Mixer In Wisconsin ................ 6
New Board Member ............... 8
Bolster Your Business ............. 9
PUBLISHER
Julia Markel
EDITOR
Keith Reid
GRAPHIC DESIGN
Penguin Graphics
COMMITTEE
MEMBERS
Jim Foust
Brandy Foust
Angie Zimmerman
ORGANIZATION
NAME
World Conference Swings
Pros from around the world meet in New Orleans
(Publisher’s note: We wrote this article before hurricane Katrina devistated this wonderful city. Although
many of the experiences we share could not be had today, we are sure that New Orleans will come back to
the way we saw it – even better! This conference introduced us to an incredible, warm culture and we made
many friends in the short week we were there. Our hearts are with them now.) By Amber Law
H
April 14-16, started Monday morning with a
ow many places can you walk down
burst of energy. Steamboat Willie – a poputhe street with a alcoholic beverage in hand,
lar New Orleans second-line band – walked in
experience great Southern hospitality, explore
playing “Just a Closer
beautiful Southern
Jeff Sharpe, Sharpe Photographers
Walk With Thee,” in
mansions and enjoy
classic dirge style, then
great southern food,
kicked it up to the
while making new
livelier version. The
friends and enjoying
band treated attendees
the company of old
to 45 minutes of jazz.
ones? The 60 attendees
“What a great way
of AfWPi’s Seventh
to start the conferWorld Conference got
ence!” Sue Diehl,
to experience all of this,
Wisconsin’s AfWPi
in addition to attendChapter Leader said.
ing excellent seminars,
“It really woke me up
meeting valuable supand got me going.”
pliers and visiting some
The “jazzed up”
of New Orleans’ best
Breakfast on the Creole Queen Paddle Wheeler was one
attendees had tough
wedding venues.
of many places pros got to visit.
choices to make when
The conference,
it came to the conference seminars. Everything
held at the Chateau Sonesta in New Orleans,
See Conference Page 7
Association For Wedding
Professionals Int'l
CONTACT US
newsletter@afwpi.com
PHONE CONTACT
In Sacramento or Overseas
916-392-5000
Outside 916 or Canada &
Mexico
1-800-242-4461
FAX INFORMATION In
Sacramento or outside the US
916-392-5222
Outside 916 , Canada &
Mexico 800-858-1634
A Newsletter You Can Hold
By Julia Markel
Here it is! The in-print AfWPi Professional Connection is, at last, a reality!
We’ve spent a few years debating whether
or not to keep our newsletter in print. The
alternates were to put it online or e-mail it to
everyone.
The debate has ceased. We finally realize
that the best newsletter is a printed newsletter.
Today, you are reading the first quarterly issue
of the Connection in print. We will continue
to publish online and e-mailed newsletters
weekly. However, we feel the majority of our
members will prefer a printed version of
AfWPi news.
I grew up watching “The Jetsons” and
“Star Trek,” believing wholly that one day
people would control computers verbally and
See Newsletter Page 2
1
Newsletter
Continued From Page 1
robots do the housework. (I had an aunt who thought she
could do that back then, but that’s another story – for a
different publication.)
Even believing technology would grow, it’s still fascinating that I can put everything I know, every bit of
information I need, into a
computer that fits in the
palm of my hand.
I understand that this is
the Age of Technology, the
E-mail Era, and the Glory
Days of Geekdom – and the
printed word is slowly becoming something you see
only in a museum. I came
into this era gladly. I can’t
imagine anymore, writing
this article on a typewriter
or by long-hand.
I like that I can keep in touch with family and friends
more easily because of e-mail and cell phones. I get excited
that AfWPi can send information to potential and current
members, at the touch of a button. Research is quicker,
easier and more accessible. I can look up articles and
information without making a trip to the library. Also, getting newsletters via e-mail, being able to click on just the
article(s) I want to read, has saved me tons of time.
However, I still like the feel of a book or magazine in
my hand, reading the printed words and turning the page
with my fingers. I find it difficult to sit out in the yard or
curl up by the fire with a computer (even though they’re
making them smaller and smaller). It’s so much easier to
look at a printed publication in its entirety, than to scroll
up and down to find what I’m looking for. I honestly
believe that there are still others who feel the same way
– especially in the wedding industry.
That is why we came back to publishing a printed
newsletter, as well as putting it online and sending it via
e-mail. You can carry it with you. You’ll have something
to read at the doctor’s office or while you’re waiting for a
bride to show up for an appointment. You can take it with
you easily when you travel, and you don’t have to wait
for them to tell you it is okay to use approved electronic
devices.
We are doing our part for
the environment and saving
some trees, though. We are
only printing enough for current members. We will have
it online, as well, so you can
download it to a disk (or your
Blackberry or Palm Pilot) and
carry it with you in that format
if you like.
We have a wonderful and
talented group of members as
our Newsletter Committee, who
are able to put this newsletter together as pros. They are
dedicated to making this a publication that helps members grow and keeps them up-to-date. They want it to be
a platform where ideas are shared and backs are patted.
They want it to truly belong to you – the members.
In order to accomplish these goals, we need to hear
from you. Brag about your accomplishments – send us
news about awards or honors you’ve recently received.
Tell us what you really think about the newsletter and/or
articles – send us a letter to the editor.
Share your knowledge – send us an article or two (we
can’t guarantee it will be published, but you won’t know
unless you try). Next month we’ll have a classified section,
so let us know if you have something for sale or if you’re
looking for employees.
Last, but not least, fulfill one of my childhood dreams
– find me that robot that does housework! ❦
I grew up watching “The
Jetsons” and “Star Trek,”
believing wholly that one
day people would control
computers verbally and robots
do the housework.
Consider Market Research
Reasons to use surveys and questionnaires.
By Jim & Brandy Foust
Market Research in the form of formal or informal
questionnaires, surveys, and conversation can be of great
value to your business. Market research can help you
identify your customer’s needs and desires, resulting in increased referrals, a higher closing ratio, and identification
of trends in the market.
Sending out a survey to customers
can double sales
In a research study published in Harvard Business
Review, the experiment concluded that the simple fact of
2
asking customers how a
company was performing proved to be a great
customer retention
strategy. In the research
study, conducted over
the course of a year, one
set of customers were
sent out a satisfaction
and opinion survey and
the other set was not
surveyed. After a year,
twice the number of
people continued and
See Market Research Page 8
Benefits of Membership – The
Complete List
In order to get the most out of your membership with
AfWPi, it is important to take a proactive approach to
membership benefits. In order to do that you must know
all of the benefits, so we have compiled a list for you to
look over.
Marketing
Information/Resources
• Periodic updates from our President, Richard Markel,
including opportunities for publicity, brides needing services,
new member discounts and more.
• New! Job Board. Post and respond to job offers.
• New! Web hosting Service. You can now have your website
hosted on the same server we use at great rates. Visit afwpi.
com/WebHostPage.html
• Use of the AfWPi logo in literature and advertising. The
AfWPi logo is recognized nationally and displaying it amplifies
your advertising.
• The Association as your personal resource. We are here to
service the industry, so please call when you need assistance.
• Membership Certificate that you can display in your office or
at bridal shows.
• Seminars, workshops and an annual conference to promote
education, help you stay in touch and learn more about today’s
business world.
• Your company listed on the AfWPi web site, which averages
40,000 unique visitors a month and ranks in the top ten on all
seven major search engines.
Education/Networking
• Mixers in Sacramento and Wisconsin (other areas coming
soon).
• Your company listed in the AfWPi printed directory, which
we distribute to brides at bridal and other trade shows in which
the association participates. You also have the opportunity to
advertise, have an extra listing or an enhanced listing.
Insurance
• You receive a monthly mailing list of brides, who have
requested a directory or assistance. In 2004 we mailed our
members the information of over 8,000 brides.
We will cover each of the benefits in-depth in future issues of
the newsletter. Please feel free anytime, however, to call if you
have questions about any of them. ❦
• Group rates on insurance and business services where
available. Includes, health and liability.
• Referrals through our Wedding Hotline – 1-800-242-4461 (a
phone number that we advertise nationally).
• New! A marketing tool, which allows you to see where
you rank on the web in comparison to your associates. To
learn more about this free tool visit www.marketleap.com/
publinkpop/
Discounts
• Advertising Discounts: Receive discounts from Associate
members such as Modern Bride (in 16 markets), Perfect
Wedding Guide in six markets, Wedding Guides, Wedding Sites
& Services and many more magazines in various regions.
• Bridal Show Discounts: Bridal show companies across the US
, who are Associate Members, offer discounts. See our web site
or call us for a list of shows that offer a discount.
• Other Discounts: Also check our web site – www.afwpi.
com/amcats.html – for Associate Members who offer discounts
on software, web design, marketing, industry associations and
more!
• Discounts from Non-Members: You can also receive
discounts from AfWPi affiliates.
• Vows Magazine yearly subscription for $10, that’s a $20
savings. This is the magazine that shows the latest trends
in wedding gowns and offers marketing tips for all wedding
professionals.
• New A free copy of Elegant Bride magazine.
3
Use the Logo, Get More
Business
In this issue we are
featuring the AfWPi logo
because it is one of the
most valuable benefits of
membership, but many
members do not take
full advantage of it. The
rewards of using the logo
are multi-faceted.
First and foremost by displaying the logo in
your advertising and marketing materials, you are
letting the brides know that you are a member of
a professional organization, a member of a community that cares about professional and ethical
standards. It is important that your advertising
say who you are and instill confidence in the bride,
which is why listing the professional organizations
to which you belong is such a good idea.
Displaying the logo helps grow the Association,
which is very beneficial to you because it raises the
level of professionalism in the industry and allows
us to add bigger and better benefits to our list. The
more brides see the logo, the more they will exclusively do business with AfWPi members. In addition, using the logo encourages more professionals
to join, which increases the professionalism of the
industry. The more members we have the more pull
we have with the companies that provide benefits
to our members. This means we can negotiate better deals on programs like credit card acceptance,
health and liability insurance and other group rates.
“Where should I use the logo?” you ask. The
answer is in any, or all of your marketing material. Many members display the logo on their
business cards, brochures, and especially on their
websites. Remember, if you display the logo on
your website you can link it to the AfWPi homepage and the link will be returned from your online
directory listing.
Any print or television advertising that you
place should have the logo displayed.
So dust off the membership packet you
received upon joining or renewing and dig out the
copy of the logo that we sent you and incorporate
it into your next ad. You can also request that we
send you a Jpeg or pdf version that you can put
up on you website, use in other web marketing,
or use in television advertising. Or, we can email
a high-resolution version to submit for print
advertising. ❦
4
Videographers Create Association
By: Jim Foust
A small group of Sacramento videographers, while meeting for
breakfast at a convention in Las Vegas, began talking about the idea
of creating a local videography association.
Although one had existed some years before, there had been no
recent attempts to re-establish another.
Breakfast ended, the convention went on, and it seemed that a
local videography association would remain just an idea.
However, the idea did not fade away, but instead spawned the
Sacramento Professional Videographers Association (SPVA).
SPVA, is now in full gear with a board of directors and increasing
membership. It is an association designed to raise the perceived value
of video, build rapport within the wedding industry, and encourage a
sense of camaraderie among
videographers.
Meeting
every other
month, local
videographers have
a chance to
network, discuss shooting
and editing
techniques,
preview new
technologies
and a plan
events.
One event
the association hopes
to capture attention for is its attempt at a world-record breaking
ceremony shoot, using the most professional videographers to film a
wedding.
Another major focus is for the association to reach out to the local professional wedding industry.
Some SPVA members say many wedding professionals still fail
to see the importance of video as a tool to their own success. If one
were to casually look through the miles of tape archived by local
videographers, they might be surprised to find great footage of their
own products and services.
Since many brides are increasingly looking to video to help them
choose their vendors, wedding professionals could really benefit by
working with videographers to help them create product demos for
their Web site or marketing DVDs.
SPVA welcomes local professionals and associations to learn
more about professional videography and how we can all work together to make the wedding couple’s day better than ever before. For
information on joining, sponsoring or just learning more about this
organization, please visit their website at http://www.spva.info. ❦
Since many brides are
increasingly looking to video
to help them choose their
vendors, wedding
professionals could really
benefit by working with
videographers to help them
create product demos for their
Web site or marketing DVDs
Mixer
Report
Restaurants in Folsom” by Sacramento Magazine in 2004.
As always, there was a lot of great conversation and
many terrific raffle prizes. Doug LaVine with Music on
the Move provided emcee services and Heavenly Flowers
& Events provided the beautiful floral arrangements. This
mixer’s other featured vendors were JR Publications and
Angel Products/The Bridal Box.
April – Lincoln Oaks
April’s mixer was a “Ground-Breaking Party” (complete
with hard hats) at Lincoln Oaks. Attendees delighted in
catering by Pasquale T’s Italian Restaurant and Catering
and beverages by Bar Masters, Inc. Lovely flower arrangements were provided by Flourish and the evening’s
emcee was Brett with The DJ Edge. Other featured vendors were Vintage Carriage Company, Heritage Theatre,
and Carpenter Video.
Monthly networking mixers something for everyone
There are so many reasons to attend the monthly networking mixers. You have the chance to help others,
get ideas, generate leads, and meet new people.
Networking is about forming relationships. The mixers provide a relaxed atmosphere that is perfect for
developing connections with fellow wedding industry
professionals. Members are always invited to bring flyers, brochures, magazines, and/or business cards to set
out on the members’ brochure table. Best of all, there is
always an abundance of great food and exciting raffle
prizes.
January – Valley High Country Club in Elk Grove
“Rest, Relax, and Regroup” was the theme of this year’s
first mixer. Valley High Country Club provided the
perfect place to do just that. Mitch with Showtime DJ
Productions was the emcee for the evening. Visual Impact Design provided gorgeous floral arrangements for
the reception area and the chapel. Peggy Brown with
Harps Ltd. delighted the group with heavenly music.
Vice-president Julia Markel was surprised with a birthday cake from Shelton’s Wedding Cake Designs. The
featured businesses were Sheffield Multimedia, Sewing
by Susan and Balloon Creations by Carolyn.
February – CSUS Alumni Center
“An Evening with the Stars of the Wedding Industry”
– Please see Recognition Dinner, next page.
March – Gigi’s Restaurant in Folsom
“L’Interlude Romantique à Gigi” (A Romantic Interlude
at Gigi’s) was the perfect theme for this elegant mixer.
Attendees enjoyed the California French Cuisine provided by Gigi’s as well as a full martini bar and live piano
music! It is no surprise Gigi’s was voted “One of the Best
May – Wilson Vineyards
”Cinco de Mayo” was celebrated in style at Wilson
Vineyards! The atmosphere was very festive with floral
arrangements by Visual Impact Design and linens by
Rent Rite. Fresh & Quick Catering provided an amazing
Mexican buffet while Bar Masters, Inc. kept glasses full.
Anthony with A&A Music Events was the lively emcee
who kept the fiesta fun. Cutco Gift Registry was the
evening’s other featured vendor.
June – The English Garden
A “Hukilai In The Garden” at The English Garden was a
blast! The facility was great, the classic luau food was
fantastic, and the entertainment was amazing. Attendees
enjoyed delicious Hawaiian cuisine. Tasty tropical beverages were provided by RAD (Rent-A-Drink) Marguerita
Machines. Beautiful decorations were provided by Aloha
Florist and Rent Rite, the Party People. The evening was
made complete with very entertaining hula dancers! Everyone said a sad farewell to Susan Jones (Sewing by Susan) who moved home to Texas. Shelton’s Wedding Cake
Design provided the going-away cake, which included a
photo of Susan. This mixer’s other featured vendors were
J. Orfanos Photography, LeGrand Confectionery, Prima
Diva Spa Experience, and Zoots.
The crowd was treated to
traditional hula dancing at the Hukilai in the
Garden (June mixer).
See Mixer Page 6
5
Mixer
Report
Continued
The Vizcaya mixer started in the courtyard where traditional
baseball fare - cotton candy,popcorn and Cracker Jacks - was
served.
Continued from Page 5
Aching to win “Best AfWPi Mixer” again, the staff
at The Vizcaya put on an amazing show! The mixer
– “Hit a Home Run with AfWPi” – started out in the
courtyard, the path to which was lined with giant
baseball bats. Everyone was in awe when the doors
to the inside were opened – six different food stations
(including a dessert and a seafood station) awaited
the attendees. The Emcee for the evening was Rick
with The Entertainment Team. Creations by Christine
provided beautiful floral arrangements. The featured
businesses were A Day to Remember, Diamond Video
Productions and Jennifer Gilchrist with Salon Art.
August – Newcastle Wedding Gardens
This was a peaceful setting for “An Enchanted Evening” – the theme for the August mixer. Although the
weather was hot, the Palmer Iced Tea was flowing
and A Shot of Class made sure everyone had plenty to
eat. Doves of White treated attendees to a beautiful
dove release. The emcee for the evening was Doug
Harmon with Music on the Move. Antique Limousine
Company and Acti-Video were the other featured
businesses.
September – The Ridge Golf Club &
Events Center
A few people “Dressed to the Nines” (the theme for
the September mixer) at the Ridge. But the real treat
was the fashion show that Nikki Villa (from the Ridge)
coordinated. Attendees got to view the latest fall
fashions as Mike with Creative Memories Entertainment set the stage with fantastic lighting and upbeat
music. The Ridge provided fantastic food and Eve’s
Blossoms provided beautiful floral arrangements.
Other featured businesses were Bridal Expo and Diana Miller Photography.❦
6
Mixing it up Wisconsin style
Jan. 18 The first mixer for the Association for Wedding
Professionals International, Wisconsin was an exciting and
informative event. A total of 26 professionals attended,
including the local board, which was introduced.
1. Sue Diehl (Visuelle Productions – fashion show and
expo production), New London
2. Lisa Ann Krutzik (Photographic Memories), Appleton
and New Holstein, WI
3. Mark Hudnall (Energy Unlimited – DJ services and
chocolate fountains), WI
4. Patti Reinagle (Elaines House of Brides – bridal shop),
Green Bay, WI
5. Donna Niemech (Artistic Cakes & Cookies), Appleton, WI
6. Brenda Lee Cole (Abracadabra Hair Salon), Appleton, WI
7. Shannon Young (Dragon Fly Studio – photographer),
New London, WI
The speaker was wonderful. Bev Payne, from Potentials
Success Coaching, inspired everyone to make their
businesses become everything they have dreamed they
could be.
Great food was provided by Bridgewood Hotel and lots of
great networking, which proceeded to Prestige Limo’s new
bus and a champagne party. The next meeting was set for
Feb. 24, at the same location.
Members network at the January mixer.
Feb. 24 the mixer at the Bridgewood Hotel.
The featured speaker was Michael Spurlock of Spurlock,
Runyan, Miller and Associates LLP, who presented
“Finding Your Way Through the Maze of Taxes.”
Michael spoke for about 45 minutes on all the hidden
benefits that pros do not take advantage of as small
business owners. It was informative and very beneficial.
Everyone in attendance went home and put something
they learned into place within their business. = The
featured vendor was Donna Nemeck, from Artistic Cakes
and Cookies.
See Wisconsin Mixers Page 11
Conference
sales for The Knot.com. Attendees said they benefited from
his advice on how to create an effective ad, especially his tips
Continued From Page 1
for the wedding professional was covered – from general busi- on how to think like a bride.
The Knot was also represented in the conference trade
ness information (getting organized, insurance, credit card
show,
AfWPi’s largest ever. Two other companies – Frogware
Jeff Sharpe, Sharpe Photographers
acceptance), to and Perfect Clarity – offered software designed specifically
for wedding professionals. Local properties and companies
marketing (how exhibited to promote New Orleans as a wedding destination.
Also offered were an organizing system, insurance, wedding
to get
more out planning books and a credit card acceptance program.
Jeff Sharpe, Sharpe Photographers
In
of bridal
addishows,
tion
to
building
gathering
a better
valuable
web site,
knowlmarketedge,
ing a
Bourbon Street - the heart of New Orleans!
attendees
better
web site) also were
able to
and wedding-specific topics (destination weddings, timing
Our South Lake Tahoe delegation - (from left) Lisa
network
at a wedding and working with other wedding professionals,
Gallup, Lori Cramer and Aimee Heninger
with
advancing your career as a wedding consultant, how to order
profesgood flowers).
sionals from around the world, comparing notes on how the
Although all classes were popular, a class on finding and
wedding industry is simlar – and different – from place to
working with high-end brides was standing room only and
place. Attendees shared how they handled different aspects
went over its two-hour time.
and situations in their businesses.
“I opened the door (to the class) to tell them it was time
The conference took networking to a whole new level with
for lunch,” said Vice-President Julia Markel, “and they didn’t
various
events from dinners and cocktail parties in beautiful
want to leave!”
old style mansions, such as The Mansion on Bourbon, where
The class was taught by Paul Mayfair (Dream Wedding
attendees enjoyed local music and free drinks.
Ireland), who traveled from Ireland to attend the conference.
Wednesday brought a whole new flavor, as attendees
He continued the class the next day, by popular demand.
visited
wedding sites throughout New Orleans. Many said
Karen Bussen, author of “Simple Stunning Weddings”
they felt like celebrities as each facility offered food and drinks
presented a hands-on workshop on wedding design. The
– from a chapagne breakfast on the
Jeff Sharpe, Sharpe Photographers
finished works were used as the
Creole Queen (an authentic paddlecenterpieces at lunch.
wheeler)
to a lunch cruise down the
There were rare opportuMississippi aboard the Steamboat
nites to learn from other attendNatchez and treats at other sites. Atees, as well. Lisa Light (Destitendees got to see a variety of other
nation Bride) moderated what
types of wedding sites such as the
started out as a panel discussion
elegant Elms Mansion, the contemon destination weddings and
porary
International House Hotel,
ended up as an open discusthe
Bourbon
Vieux with its balcony
sion on vendor referral fees and
overlooking
Bourbon
Street, and the
certification.
Park Plaza Hotel as one of the largSteamboat Willie - a local “second-line” band - kicked
“The energy was so high, it
things off in style.
est
wedding sites in New Orleans.
wore me out!” Light commented.
The
Park Plaza treated attendees to a
“So many good points were made,
bridal
fashion
show.
The
day
– and the conference – ended at
and the discussions were so open.”
the New Orleans Wedding Chapel.
Attendees could also find out what it takes to get a book
Emer Lunasin (Pre-Party Planners) summed up the conpublished, from Ginny Parfit (Schiffer Publishing), who pubference
aptly: “The speakers were great and allowed feedback
lished “The Bridal Bouquet Book.”
during
the
seminars. Attendees were overall friendly and
The keynote address, “The Best-Kept Secrets of Advertissociable and I told them how proud I was to be a member.” ❦
ing to Brides,” was presented by Allen Berg, vice-president of
7
Board
Member
Profile
Market Research
Continued From Page 2
renewed their loyalty towards the company in the group that took the
survey. For the wedding industry, satisfaction and opinion surveys will
most likely result in a higher number of referrals.
Surveying customers at the consultation
can increase closing ratios.
If you let the customer ask the questions, they will most certainly
focus on price. On the other hand, asking a potential customer a few
key questions regarding their needs, desires, price range, and perceptions will allow you to give a presentation that demonstrates how you
best meet their needs.
A little research can help you identify trends
in the market.
AfWPi Board
Welcomes Newest
Member
By Brandy Foust
Rick Jenkins is the newest member of
the AfWPi Advisory Board. Rick began as
a DJ/Emcee for The Entertainment Team
in 1994 and became their full time manager in 1997. He immediately became an
active participant within AfWPi.
Among his duties as Entertainment
Team’s manager, Rick handles most of the
company’s sales, marketing, and training.
He also continues to perform at more than
80 events per year.
Rick loves being in a profession and
industry that has such a community vibe.
“I do not know of many other professions in which fellow pros greet each other
with a hug more often than a handshake,”
he said. “The feeling of community creates
synergy at our client’s events, and that is
always an exciting thing to be a part of.”
With more than 900 events under his
belt, there is very little Rick has not experienced within the wedding profession.
“As a member of the board I am able
to share, and utilize my experiences in a
way that helps my specific profession, as
well as the industry I have dedicated my
life to,” he said. “I also have the opportunity to work closely with, and learn from the
many talented people within AfWPi and
continue to foster that sense of pride and
community that benefits everyone.” ❦
8
Whether you are just starting out or if you have been in business
for years, you should always stay up-to-date with your market information. “By keeping abreast of changing attitudes of wedding couples, the
economy, and population growth, you can plan out your marketing
strategies based on statistics as opposed to conjecture,” says Christopher Kight of Kight Photographers. He tracks trends in the market
place to manage his business and to plan his advertising budget.
The following six tips can help you improve the quality and quantity of responses you get from your customer surveys.
1. Make sure your survey flows in a logical order
2. Keep the survey short and focused
3. Keep the questions simple
4. Used closed-ended questions whenever possible
5. Keep rating scale questions consistent
6. Offer an incentive for responding
Something to talk about
So whether you ask questions in the first meeting, send questionnaires to your clients, or poll brides-to-be via phone or mail, your
surveying efforts will pay off. It will help improve sales, raise customer
satisfaction, refine your products and services, and at the very least,
give you interesting topics to talk about at the AfWPi mixers. ❦
Look for this logo
when you
shop for
your wedding
1-800-242-4461
Bolster your business and
AfWPi with the power of
referrals
By Christopher Kight/AfWPi Advisory Board
A group is defined as “selected individuals acting
together for the greater good.”
The combined power of a group of individuals is far
greater than the sum power of individuals acting alone.
This power is the reason you joined AfWPi. Revel in it.
Within AfWPi, one of our greatest resources is each
other. Together, we possess the power of referral.
Many of us have realized this power, and relied upon
it as our best source of business.
When a client comes to us on the recommendation of
a trusted professional, they show up prepared to book.
One way to get other professionals referring your
business is by referring theirs. Of course, it’s also imperative to maintain professionalism and do a great job for
your referred clients. So use the power of referral carefully.
One way to ensure that you’re working with other
professionals that you can rely on is to refer the ones that
you want to work with.
Here’s why this is even more important in 2005:
If you haven’t noticed, fewer people are getting married. The reason, in my estimation, is fairly simple.
An average couple preparing to wed is in their late
20s. Not coincidentally, about 26 years ago, two-income
families became increasingly common and people began
limiting the number of children they were having to one
or two rather than three or four.
This has resulted in a decrease in wedding-aged
people. According to the nationwide Census Bureau, the
section of the population age 25 to 29 was 4.5 percent of
the total population seven years ago.
In 2005, that same age group only represents 3.5
percent of the population. So we’ve seen a 23 percent
decrease in marriage-aged clients in recent years.
Yikes!
On top of that, the wedding industry experienced a
huge boom from 1990 to 2003. I’m sure you have noticed
there are many more reception locations, photographers,
DJs, limo companies, florists, video companies, ministersfor-hire, and other wedding professional categories.
Take the above data and you will understand why
there seems to be a thinning-out of available brides and
grooms.
From 1990 to 2002 there were clients-aplenty. There
were more clients than quality vendors to care for them.
Any vendor could do OK in that atmosphere.
The proof: We’ve all noticed vendors that appear to
work regularly but performed at a sub-standard level,
leaving the rest of us amazed at how they could ever get a
booking, much-less stay in business.
Will there be a settling-out in the wedding industry if
this trend continues? Absolutely!
Some vendors will decide that it’s too tough in the
wedding industry and will get a job elsewhere.
Because there are fewer brides and grooms “out there”
at the moment, let’s use the power of referral to maximize
the numbers that we have access to.
We are members of a very strong group of professionals called AfWPi and by making our group stronger, we
can make each other stronger as well.
The way to go about this is to make sure that you’re
actively referring other vendors and to ensure that you are
referring fellow AfWPi members.
If they’re not an AfWPi member, good enough to be
in this industry and you want to refer them to your clients,
then refer them to AfWPi.
To have a handy list to use with your brides, make a
short-list of your favorite vendors, a few caterers, photographers, DJs, limo companies, florists, etc. If you don’t
want to make a list, use the AfWPi directory.
Making the extra effort to do this each time you meet
with new clients you are helping your clients and your fellow AfWPi colleagues.
Your business will be stronger and so will AfWPi.❦
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9
Attendees arrived in style at AfWPi’s 10th anniversary celebration, in classic cars and limousines provided by the Antique
Limousine Company and Mix Master Pro Limousine Service.
Guests stepped out onto a luxurious red carpet lined with
adoring “fans” and paparazzi (in the form of Jeff Sharpe with
Sharpe Photographers).
Interviews conducted by Joann
Jeff Sharpe, Sharpe Photographers
with Diamond Video Productions
and Lynne Sharpe with Sharpe Photographers provided entertainment
as AfWPi members inside watched
on an enormous projection screen. It
was an evening of being treated like
royalty and for honoring the “Stars of
the Wedding Industry.”
The program started with the
comic stylings of Randy Bartlett
Dara Harmon (Music on the
(Premier Entertainment). Randy then
Move) was named AfWPi
introduced Julia Markel (AfWPi vice
Volunteer of the Year for 2004.
president) to welcome everyone and
kick off the evening in a most unique way.
All committee members, chairs and advisory board members
were recognized, as were the mixer hosting facilities and mixer
service providers.
Those members who joined AfWPi when it began – 10 years
ago – were presented with a 10-year
Jeff Sharpe, Sharpe Photographers
certificate.
The crowd was moved to tears
and stood to applaud Mary De La
Cruz (Bar Masters, Inc.), when she
was presented with the Recognition
of Courage Award.
The award was presented by
David Van Enger (Music in Motion),
via videotape.
He noted that Mary had displayed an immense amount of courage in continuing the business, even Doug LaVine (Music on
the Move) was presented
after her husband Andrew passed
with the President's
away last year.
Mary’s two sons came forward, Award. He was also named
Professional of the Year.
as well, when she was presented with
the award.
Other awards were presented to the following AfWPi members.
Mixer of the Year – “A 4th of July Spectacular – on July 1st”
– The Sterling Hotel, Flourish, Music on the Move, Christopher
Kight Photographers and Prima Diva Spa Experience. This firstyear award was elected by the membership. It went to the facility
and service providers that the members felt presented the best
mixer for 2004.
Team Spirit Award - Joann Pappas (Diamond Video Pro10
ductions) The Team Spirit Award goes
to the member who unfailingly shows
loyalty, dedication and generosity to
AfWPi. Joann Pappas - the original
AfWPi Cheerleader - has served on
several committees, has helped start
committees and has always been willing to help out. Joann sets the best
example of how you make changes - by
staying and fighting for what you think
AfWPi Vice President
is right.
Jeff Sharpe, Sharpe Photographers
Members Recognized In Style
Distinguished Service Award
- Rent Rite
Julia Markel kicked
Awards Night off in
a most unique way
– in a Bjork-esque swan
costume.
Special recognition was given to
Rent Rite for their continuous help
with mixers. They have been an active
member since AfWPi began. They never hesitate to assist the
association with supplies for mixers and other functions. Since
we have been involved in the wedding industry in Sacramento
(1987), they have been there to help out.
Volunteer of the Year Award - Dara Harmon (Music on
the Move) Dara Harmon can be found anywhere you look at
a mixer and on almost any committee. She "jumps in" where
needed - and is always saying, "Let me know if you need me to
do anything." What's amazing is that Dara helps run a business,
teaches, is involved in church and has 4 children. Yet, she always
has time to help if needed. Dara's husband once said that "She
gives 100 percent to each task she takes on." We have seen what
he means.
President's Award - Doug LaVine (Music on the Move).
This President's Award went to someone AfWPi believe to be
Superman in disguise.
Doug Lavine is a member who wrote the book on going the
extra mile.
He is someone who truly believes that the act of giving is
just that - a gift. Doug is known
Jeff Sharpe, Sharpe Photographers
to say "the definition of
volunteer is donating your
time without expectation of
compensation."
We believe he wrote the
definition. But it's more than
just the time he puts in, it's
his undying support, complete dedication and unquestionable loyalty.
Associate of the Year
- Buzz Gallardo (Dream Wedding Show)
This is the Associate
Member elected by other
members. This award goes
to the associate member that
Syd and Jonathan Orfanos of The
English Garden and J Orfanos
Photography walk across the red
carpet to the cheers of screaming
fans, into the awards dinner.
See Awards Page 11
Awards
Continued From Page 10
other members feel promotes the wedding industry
and AfWPi in a positive and active manner, has a
successful avenue for wedding professionals to gain
business, shows a genuine concern for the success
of wedding professionals – regardless of monetary
Jeff Sharpe, Sharpe Photographers
Wisconsin Mixers
Continued From Page 6
March 22 Held, again at the Bridgewood Hotel, the featured speaker
was Terry Misfeldt, from Simply Success, who presented “Your Business
Plan.” Terry spoke about how important it was to have a business plan
and to keep updating your plan yearly to keep your business on track.
The featured vendor was Denise Ellenbecker from Elegant by Design.
She provided a great display of some of the things she does in her
business.
April 21 The April 21 mixer began with an open forum about the
AfWPi World Conference in New Orleans. Information from the
conference was reviewed and a discussion followed on how these things
could affect our businesses in Wisconsin. A DVD Photo Montage from
the April 10-14 conference at Chateau Sonesta Hotel was played. An
evening of snacks and networking followed.
Julia Markel (in background) presented 10-year AfWPi
members with a certificate. Back row, left to right: Bill
Pence (The Entertainment Team), David VanDyke (The
Mix Master Pro DJ and Limousine Service), Darcie
Swedelson (Slip of Elegance), and Nina Vigil (Camellia
String Quartet). Front row, left to right: Glenda Burwell
(Rent Rite), Judy Shelton and John Shelton (kneeling)
(Shelton's Wedding Cake Designs), and Lora Ward (A
Day to Remember).
gain – and exemplifies the ethics and good business
practices of a professional.
Professional of the Year - Doug LaVine (Music on the Move)
This is the regular member elected by other
members.
This award goes to the regular member that
other members feel is a leader in the industry and
sets an example for others to follow, is successful
as a wedding professional, helps other wedding
professionals in their successes and exemplifies the
ethics and good business practices of a professional.
New Advisory Board was sworn in. They will
serve through January 2007:
Rick Francis, Arden Hills Country Club & Spa
Sonny Gallardo, Exquisite Entertainment
Buzz Gallardo (Associate Member), The
Dream Wedding Show
Rick Jenkins, The Entertainment Team
Susan Jones, Sewing by Susan
Doug LaVine, Music on the Move
(Publisher’s note: Susan Jones moved back to
her home state of Texas in July, leaving an opening on the Advisory Board. The alternate – Chris
Kight, Christopher Kight Photographers – filled
that spot in August.) ❦
May 19 The featured speaker was Greg Christman from ProMark
Solutions. Greg presented “Advertising Your Business.” His topic
included the benefits of “branding you company.”
That alone hit home with many attendees. Sue Diehl said she had
thought about it in the past, “but after Greg spoke it was only a matter
of one week and then it was in the works. “
Everyone had a great time and wonderful networking following the
speaker.
June 16 The featured speaker was Linda Pintar, from Supreme Small
Business Consulting. Linda spoke to about insurance. Because of
the small group of eight, a great roundtable discussion about health
insurance, liability insurance and worker’s comp insurance followed.
Linda’s associate, Dawn Assenbrenner, gave a presentation on how
important it is to have an employee handbook and to keep it up to
date. Sexual harassment in the
work place and other topics
concluded the discussion.
July 21 AfWPi members
presented seminars for the
brides attending the Visuelle
Productions Summer Bridal
Show.
Bev Payne, professional life coach, spoke
at the January mixer.
Aug. 18 Even with a tornado
swirling, 10 professionals
attended the mixer
The featured speaker was Lisa
Ann Krutzik, from Photographic
Memories. Lisa spoke on the
“Social and Economic tendencies
of Brides.” She really gave
perspective to the brides of today,
especially in Wisconsin.
The meeting concluded with a short networking period and then
adjourned to see if the attendees’ houses were still standing.❦
11
T'was Two Weeks Before Christmas At Arden Hills Country Club & Spa
AfWPi
Christmas Party
Sunday, December 11, 2005
5pm - 10pm
Arden Hills Country Club & Spa
1220 Arden Hills Country Club Ln
Enjoy a fabulous French Buffet
Catered by Arden Hills
Country Club
Members & Guests
of Members:
In Advanced : $22.00
At The Door : $30.00
Children:
In Advance :$15.00
At The Door :$15.00
Children 4 &
Under Free
Non-Members
In Advanced : $2700
At The Door : $35.00
Featur ing
• THE REAL SANTA CLAUS • STORY TELLING WITH MRS. CLAUS
• HOLIDAY STUFFED STOCKINGS FOR THE CHILDREN
• A FABULOUS CAKE BY SHELTON'S WEDDING CAKE DESIGNS
PICTURES WITH SANTA By Sharpe Photographers
SUPERB DOOR PRIZES FOR ADULTS & CHILDREN
6700 Freeport Blvd ~ Suite 202 ~
Sacramento CA 95822
12
Reserved Tables of
10 Available
Advance purchase only,
call for prices