THE DIY BRIDE…..,FAD OR TREND?

Many brides have jumped on the train of the DIY or Do It Yourself. Television has helped fuel this by giving us expert advice from plumbing, remodeling, decorating interiors and every other subject worth exploring. Weddings have not escaped this attention either. While it is true that many brides continue to seek the help and expertise of the traditional wedding professional, there is a growing segment of customers that for a myriad of reasons think it is better to do it themselves. So the question becomes, do you ignore the trend, fight the fad, or find some common ground that works for both you and your business model but also provides the level of service and product availability that the customer is ultimately seeking?
Keep in mind that having this type of customer does not mean that you will not be making any profit. In fact, you may actually be making more profit in many cases since labor is often either under billed or not included at all. What you becoming in a sense is a wholesale supplier to the bride or a resource for product and perhaps more.
Many potential brides view the floral designer as a high priced expense for something that ’looks so fun and is easy to do’. While this skewed view may not be correct, this type of customer is looking for value and is willing to pay for what and only what she wants to be provide to her and that is product and supplies. In providing this level of service, it is not difficult to order HER requests in the quantities that the wholesaler sells them to you. You become the product provider. With a nominal mark-up on the incoming product, you have a pass through sale. It comes in and goes out in the same manner to which it was delivered to you. No care and handling, no processing; it is sold as a bulk sale. Not a bad way to make a few dollars when you stop and analyze the figures. This type of service can be promoted at wedding shows and social media networking sites along with your website. Remember, taking a less of a mark-up on a pass through sale is capturing a customer that you never had before and would not patronize your operation in the traditional manner.
Don’t hesitate to sell your expert service and experience. Since you are the wedding expert, use that knowledge to your advantage. Offer your consulting services but charge an hourly price for this service. If a bride is not sure or does not have the comfort level of doing her flowers herself, be there as a resource for her. Figure your hourly rate and set that time with the bride to be there when she has questions. You are advising, not doing the work at this point. Some brides may only need you for this service and may choose to secure her flowers and hard goods elsewhere, but you are still interfacing with a new customer and meeting her needs. The time may actually come when she decides that DIY really isn’t all that it is cracked up to be and there are many other ways to ‘have fun’ or to save a dollar somewhere else and she can then book you for the more traditional relationship.
It is important to remember not to give away any part of your expertise or product since you will be working on a lower margin and not have much wiggle room for profitability. Consider having Bridal Workshops for those who are interested in DIY weddings. Charge a fee to cover the time and product used in the workshop. For many brides and their friends who also sign up to share in this fun-filled class, they find that is becomes more involved that what they thought and often will defer to the full-service level of service. Either way you are going to win!
While appealing to the DIY customer may seem counter intuitive to your traditional business model, it is a way of connecting and servicing a level of customers that might have passed you by looking for this level of service. Now if the bride decides to change her mind and not do it herself, you are there to rescue the event and continue with a great opportunity! We are all seeking ways to increase our sales and this DIY trend just may be the answer especially if no one in your area is providing this service. Be the first to embrace the DIY with open arms and focus on the future possibilities!