I'm thinking of working out a marketing/prospecting campaign geared at the bridal industry. The cornerstone of the prospecting, of course, would be to send something to those listed in the engagement announcements. But I would like to strike something up that could generate leads also from bridal service providers, such as wedding dress retailers, reception halls, and florist shops.

I'm sure there are plenty of people on this board who will say "tried that, it didn't work". I would still like to hear your stories on that so that I can see what may or may not have worked for you. But understand that I have instituted several proceedures that others said "didn't work" and got MANY profitable leads from it.

The reason I'm posting this is for any ideas you may have. As far as I know, there's no one else on this board in my area, so I won't be competing with any of you.

I would like first to offer something in the engagement announcement prospecting that goes beyond just "call if you need me." I've already lined up a mortgage company that specializes in bond money for first time buyers. I will be meeting with her next week to try to work out an advertising partnership. I'm also checking into our laws about whether or not it is possible to offer some sort of a monthly drawing for a gift certificate in the bridal industry. If it is not in violation of any laws, I would like to offer a $50 or $100 gift certificate to the provider of their choice and include a list of my partnering providers. An example list might be: David's Bridal, Bram Bakery, Classic Connections Reception Hall, and Marino's Florist. By creating this list, I could insure that the gift certificate is something the winner will use, as well as giving me a reason to approach several providers in the industry and work out a partnership that could result in referrals from them. In a best case scenerio, I could also leave a flyer or display in their business inviting people who did not put engagement announcements to enter the drawing. Purchase, of course, would not be necessary since even a non-buying lead could generate business through referrals when added to my contact database.

Any ideas you have would be greatly appreciated, even if it's a half-formed idea. I'm also a writer and quite accustomed to brainstorming. You'd be surprised how many times a silly joke will lead to the ah-ha moment of a great idea.

Robin Evans

Advice? Sure, start today.

A half-baked marketing plan works a million times better then just thinking about a plan trying to make it perfect before you launch it.

I'd start out by simply sending them a short and straightforward letter asking for their business and referrals. Do it now, then tweak as you progress.