When I began planning my wedding, I knew that there were a lot of personal touches I wanted to add to my design and scheme. Due to this, I decided to head over to Pinterest where I created my own Wedding board. This is something I really enjoyed, but what shocked me was that while there were lots of ideas for purchase, there weren’t always great do it yourself ideas.
Knowing I still wanted to add my own flavor to things, I decided to head over to my local Michaels. When I went over there, I was shocked to see there was a wedding section, something I believe is thoroughly under publicized. The picture on the right is something I created myself, from all Michaels products. It was my card box and I saw a similar idea online and went to the store and took it to the next level. While there are project ideas on your wedding page, there is not sufficient information, or instructions, or even ideas.
In order to truly take your marketing to the next level, there needs to be a lot more inspiration when it comes to your social media, and that is where I can come in. Not only am I passionate that every wedding should be every woman’s dream come true no matter how large or small the budget, I have also worked and created a lot of the projects from Michaels products, after being inspired elsewhere.
So what are good examples?
I think that the goal for any wedding inspiration would be to have as much publicity and trust as Martha Stewart’s DIY Weddings. One of the key parts of that, is giving away information for free.
Below Martha Stewart has paired up with Nordstrom to give advice on how to shop for wedding dresses:
This is something that Michaels sorely needs. Not just crafting information, but information on all things wedding if you want to be considered an authority for people to turn to. Another key part of becoming an industry leader is having videos of projects without constantly selling the products to make it. If someone sees the video and heads into a Michaels near them, that’s fabulous, but the truth is, you aren’t everywhere so if you post projects and don’t sell yourself when you do become larger people will be more willing to shop from you. Think of it as building a fan base through your social media presence preemptively. Below are two great videos, one on how to create a centerpiece using painted glass bottles and another on how to color mason jars. Both concepts are huge in the wedding market right now.
Painting glass bottles for centerpieces:
How to color mason jars yourself:
Bringing in other people who have worked on projects is a great way to create a social media presence, get great word of mouth from the people you are promoting and truly come across as more of a company that cares instead of always selling yourself and your products. Customers don’t want to always be sold to, and that is why being helpful and providing information for free is so important. It creates a trust and a bond so that customers reach to you first.
What does this all mean?
While Michaels does a great job at having wonderful products to make crafts, there needs to be a much better process on how to get the word out about your wedding section. There should be a complete social media overhaul, which I am more than happy to join in and help with! While you are doing a good job on your Michaels Stores Facebook, there isn’t one for weddings and I think you are really missing out.
Just looking at this infographic, if you multiply $27,000.00 by the 18,000 brides questioned, that is a $486,000,000.00 million dollar market that you need to be a bigger part of. Even if you only look at smaller pieces, this is a big chunk of what happens every year, and Michaels Weddings needs to be a much bigger part of it and have a much larger presence.
In closing, I would love to hear from you regarding my ideas, and it would be wonderful to work together to bring your company more social influence and in the end, a higher profit margin in your wedding and crafts section.