How to Market Wedding Services to High-End Couples with Lots of Money
Ok, aspiring luxury wedding pros, here are the hard facts—like them or not 👇
The amount of people in the UK who earn over £200k: 0.5% of the population
The amount of people in the US who earn over £200k: 1% of the population
The amount of people in the UK who earn over £100k: 4% of the population
The amount of people in the US who earn over £100k: 9% of the population
The amount of people in the UK who earn over £80k: 7% of the population
The amount of people in the US who earn over £80k: 15% of the population
As you can see from the numbers, the higher the income bracket, the fewer people there are.
This means fewer high-end couples to market to, and it makes marketing and sales even more challenging because the ratio of vendors to affluent couples increases.
Simply put: you have more competition fighting for a smaller slice of the pie.
Why Standard Marketing Won't Cut It
Half-arsed marketing attempts will get you nowhere.
Targeting weddings with budgets of £100k and above requires a strategic, multi-faceted approach that goes beyond standard marketing practices. High-end couples are not making decisions on a whim AND they know they can have any vendor they like, so you better be bringing everything you’ve got to the table.
They are discerning, they take their time, and they require a certain level of trust and relationship before they are willing to invest.
To catch the eye of these affluent couples, you need to double down on your efforts:
Double the Content Marketing: You’ve got to do double the content marketing to get your business in front of more people so the chance that those affluent couples (like finding a needle in a haystack) will see it.
Your content needs to be everywhere. From blogs and social media to luxury wedding magazines and high-end bridal shows, your presence should be felt across multiple channels. The goal is to create an omnipresent brand that affluent couples can't ignore.
Your Wedding Brand Needs to Be on Point: And no, I am not just talking about the visuals. Your website and social media channels need to look absolute FIRE. No excuses. Then, once you’ve drawn them in with your images, you need to win them over with your words.
You need to live and breathe your brand values and you need to constantly communicate the brand values which you know your target customer aligns with. For example, you are a wedding florist who loves spirituality and you fuse this into your design process.
Think of your brand as a magnet. To attract the right people, you need to align your magnet (your brand) to match the same magnetic field (values) as your target customers. If your magnet isn’t aligned correctly, it repels instead of attracting.
For example, if your target couples value big, bright bold wedding flower displays, and your brand talks about simple, understated and refined displays, you're not aligning the magnets—you’re pushing them away. But if your brand speaks about bold colours, eccentric designs and big personalities in every word, image, and message, the magnets snap together effortlessly. They feel that instant connection because your brand resonates with what they already love and believe in.
How to Communicate These Values
Your marketing needs to articulate these values through every touchpoint—your brand visuals, copy, social captions, videos, and overall tone of voice. Here's how to do it:
Brand Visuals: Your visual branding—logos, website design, social media aesthetics—should communicate a sense of luxury and exclusivity. BUT, they should also convey what luxury means to you and what’s important to your ideal client. E.g are you more of a ‘laidback luxury’ quite of wedding pro. Or is your style very ‘loud luxury’ do you value simplicity or do you value sentimentality?
Compelling Copy: Your copy should speak directly to the desires and values of high-end couples. Use language that conveys the values that mean the most to you and the values that you live and breathe which drive your business forward day after day.
Avoid clichés and generic phrases. Instead, use emotive language that paints a vivid picture of the experiences you create. For instance, rather than saying "We plan beautiful weddings," say "We create weddings which embody the spirit of La Dolce Vita because good food, superb wine and fabulous company is all that really matters in life."
Social Media Captions: Every caption on your social media should reflect your brand values. Speak to the desires of your ideal clients by highlighting what sets you apart. Share insights into your planning process, behind-the-scenes moments that showcase your attention to detail, and stories of how you've brought a couple's vision to life in a way that no one else could. Use captions to reinforce the message that you are not just a wedding vendor—you have your own values, beliefs and styles and this is why they should choose YOU.
Videos: Video content is a powerful way to convey your brand values and connect with potential clients on a deeper level. Create videos that showcase not just the weddings you plan but also your philosophy and approach to your work. Use your voice to narrate stories that align with the values of your high-end audience, making them feel seen and understood. Because when couples feel understood is when they buy.
Building Trust: The Key to High-End Sales
You’ve got to double the amount of sales outreach because these people are going to require a much more personalised approach where you build a strong relationship with them before they buy.
The key to marketing to affluent couples is relationship-building. High-end clients are not just buying a product or service; they're buying into an experience and a relationship. They want to work with someone who understands their vision, values their desires, and can deliver an exceptional experience.
Personalised Sales Outreach: Do more sales outreach. If someone follows you, message them. If you want to work with a specific high-end wedding planner or luxury venue, keep messaging them. Unlike other couples, those with larger budgets won't just book you after one meeting. They need to trust you, and that trust is built through a series of personalised interactions. It takes 7-12 touches before someone buys and that’s even longer when we’re talking about b2b sales (reaching out to planners of venues if you are a planner).
Exceptional Customer Journey: Every stage of the customer journey must exceed expectations. From the initial inquiry to the proposal, your service should feel bespoke, attentive, and above all, luxurious. When high-end couples feel they are receiving white-glove service, they're more likely to invest in your services.
Your Website and Social Media Must Be on Fire 🔥
Your website is often the first impression potential clients will have of your brand. If it's not polished, sophisticated, and reflecting the level of service you offer, you're going to lose their interest immediately. Here's what your website needs to have:
High-Quality Visuals: Luxury couples want to see high-quality images and videos that showcase your work in the best light. Invest in professional photography and videography to create a visual story that captures the essence of your brand.
Compelling Copy: Your website copy should speak to the desires and dreams of high-end couples. It's not just about what you offer but how you make them feel. Use emotive language that resonates with their desire for an unforgettable experience.
Clear Calls to Action: Guide potential clients through the journey with clear calls to action. Whether it's scheduling a consultation or downloading a high-end wedding planning guide, make it easy for them to take the next step.
Have a personality: Please leave the bland vanilla copy at the door. Yes, you still need to sound sophisticated but please add some personality, tell people what makes you different, and don’t just say the usual stuff ‘timeless, refined, romantic.’ yawn….
The Hard Truth
The reality is that marketing to high-end couples with lots of money is tough.
It requires a high level of strategic effort, a keen understanding of luxury branding, and an unwavering commitment to excellence at every touchpoint.
But here's the silver lining: once you break through, the rewards are worth it. You're not just booking weddings; you're creating extraordinary experiences for couples who value and are willing to pay for what you bring to the table. Your extraordinary taste, your unmatched talents and your unique vision.
So, if you're not getting the sales you want, take a hard look at your marketing and sales strategy.
Are you truly embodying the luxury experience that high-end couples seek? Are you aligning your brand values with theirs to make them feel like you're the perfect match? If not, it's time to step up your game.
I can help, click here to book a consultation call with me. I’m a wedding marketing expert with 10+ years of experience working with hundreds of luxury wedding pros, I’m an ex-marketing manager and built up my career working in large and small digital marketing agencies with clients including ITV, Channel 4 and Channel 5.
