Targeted Marketing: Connecting with Non-Conformist Clients


Targeted Marketing: Connecting with Non-Conformist Clients


Lesson Info

Class Introduction

This course is carly romeo targeted markets connecting with non conformist clients carly is the owner of two spoons photography and she's the co founder of catalyst magazine and co editor of catalyst magazine help me welcome to the creative life stage parley um hey everybody so happy that you guys were here to see my class and talk about reaching out to people who are off the beaten path a little bit as you said, the title of this class is targeted marketing connecting with non conformist clients or non traditional clients a little bit about me my name's carly romeo I live in richmond, virginia I actually come from a sort of a women's studies feminist background and I studied women studies in college after I dropped out of architecture school I'm the owner is he said of two spoons photography which is a wedding photography, a little bit of portraiture and family photography company that I run in richmond I'm also the cofounder of catalyst wedding company, which publishes catalyst weddi...

ng magazine which I brought right here this is our first issue which came out in may on dh catalyst wedding magazine is actually the first print magazine focused on weddings that has a feminist consciousness so we tend to focus on couples who are non conformist and also unpacking different wedding traditions and different things around weddings that we see is maybe problematic for a little bit too narrow eso actually, volume two is coming out in january, and we're going to be in barnes and noble, so that's one of my other projects, and I'm also a former non traditional wedding haver, which was basically it happened in the form of a party in september two thousand twelve, and I just really didn't feel like being a bride, and I wasn't comfortable with that. So I personally went through the process of trying to find wedding professionals that fit into my ethos and when I didn't find that very much when I became a wedding photographer afterwards, I decided I was going to be that person. So what are we going to do today? We're going to do a couple things. The first thing is we're going to do a little bit of soul searching and a little bit of examining where we're at in terms of who we want to reach, we're going to identify this specific qualities of the couples that you're wanting to work with and reach out to. We're also going to develop a marketing plan so you can reach those folks on basically we're just going to be awesome because I'm really excited about office s oh, uh oh, yeah that's basically our plan so the first big question here and I've been getting this question a lot ever since we put the title of this class out into the world is what does being a non conformist mean and in the context of this class what we're what we're using to define that is this there's a traditional narrative around weddings and around relationships in the united states and that traditional narrative involves heterosexual couple typically a white couple they get married in a church, they have a reception in a country club and that's what they dio that's totally fine the idea of this class isn't tio go against or criticize any of those traditions that's totally that's cool but a nontraditional or a non conformist couple would be any couple that falls outside of that narrative that can mean, you know, queer couple that comedian couples with one or or more people of color it could just mean basically anything that breaks from that narrative on dh there's a lot of fear surrounding the idea that there's a traditional and there's a nontraditional a lot of wedding professionals that I talked to about this talk about feeling a little bit uncomfortable about reaching out beyond the comfort zone beyond the traditional narrative they don't want to alienate people they don't want tio, you know, use the wrong terminology or reach out in a in a bad way to the couple's they're trying to reach there's a lot of anxiety around you know, what's gonna happen to you or what's going to happen to your business if you kind of break the mold a little bit on, so we're going to talk about that a little bit as we go along, and then I just want to emphasize that the labels of traditional and nontraditional are meaning them to be really value neutral here. It's just a shorthand for anybody outside of the norm on dh the reason why, personally, I want to connect with these couples and why I think a lot of other wedding professionals would want to reach out to these couples. Is there's actually a variety of reasons? One thing is that the u s supreme court just legalized gay marriage in all countries, I mean, in all states who then more deeply than that, I feel like nontraditional couples offer an opportunity to expand your business. So that's kind of just like a numbers game if you're mostly working with straight white couples getting married in the traditional way that's one population but if you expand your population than you're expanding your business, it's just math and numbers on dh, then it also for me it gives you a way to sort of be more creative and it can really foster your I feel like creativity is is kind of a little bit too vague, but it gives you sort of something more exciting or different toe work with. Because if you're in the wedding industry and you shoot a lot of weddings, it can get a little bit repetitive if you stay inside the traditional framework. Whereas if you're working with couples who are doing things a little bit differently, you can it really help apps to, like, fuel that fire and that excitement that people have when they're shooting weddings, which I personally have when I'm shooting wedding.

Class Description

Not everyone aspires to the big white wedding you’ll find on the cover of the major wedding magazines. Find out how to connect with a more eclectic client base and reach out to folks who do life differently in Targeted Marketing: Connecting with Non-Conformist Clients with Carly Romeo.

There are a lot of ways to put together a wedding and even more personality types and preferences among the people who throw them. Find out how you can reach out and offer your services to LGBTQ couples, interracial pairs, feminist brides and grooms, interfaith duos, and other convention-bucking couples in this fun and approachable class.

If you are nervous about communicating across differences, don’t want to offend, or simply don’t know where to start – Carly can help. She’ll share some essential tools for staying authentic to yourself while opening up your business to wedding clients who do things their own way. You’ll learn how to be more inclusive with your marketing and confident in your communication skills.