By Sue DiFranco
Copyright © 2002 Sue DiFranco/Fun Facts Publishing

In the first few months of the year, the crucial countdown is on for weddings happening in June. As scrapbook business owners, you should know that targeting brides and grooms is a marketing must ­ after all, this is a highly anticipated day for many people, and the need to preserve the memories from that day is imperative. But why wait until after the wedding is over?

Get your marketing tools in gear this month to target soon-to-be brides and grooms. What could be more romantic than a completed scrapbook on display at the wedding, showcasing the couple's most cherished memories? It's guaranteed to be one of the most talked about things at the wedding ­ and you can help make it happen.

First, you need to find out who's getting married within the next months. Here are some ideas:

Check your local paper for engagement announcements.
Rent a mailing list of newly engaged couples.
Ask all of your family, friends, and customers if they know of anyone planning a wedding.

Then, begin your marketing campaign. Remember, right now you are focusing the attention on the memory book to be displayed at the wedding, not on the actual wedding album (that will come later, especially with interested prospects). Some ideas:

Plan a direct mail campaign. Save money by using postcards.
Exhibit at, or simply attend, a bridal show. Hand out flyers and business cards, if you¹re allowed to. Network with these brides-to-be ­ remember, they are attending to make their wedding the best it can be. You can help that happen.
Ask your present customers if they have a friend or family member getting married. Encourage them to create this memory book as the ultimate gift for the newlyweds. Offer them a "special" on your wedding merchandise.
Offer free crop time or classes to scrappers who are working on this special book ­ whether it's the bride-to-be herself, or a friend who is creating it as a gift.
Don't forget the grooms! Though it's often thought of as "her day," men can be just as involved. Many men would love the idea of a scrapbook of memories on display at the wedding.
Post signage and put a notice on your Web site, using "Getting Married in 2004?" as your opener.
Start an email newsletter (otherwise known as an ezine) with scrapbook tips specifically for soon-to-be brides and grooms.

Once you've gotten positive responses from this marketing campaign, save those names! They'll be needing wedding albums soon, as well as honeymoon albums, and maybe even baby albums! Remember the famous marketing catchprase "80-20" ­ you get 80% of your business from 20% of your customers. Now get to it!