Proactive Catering Strategy - Wedding
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PROACTIVE CATERING SALES – WEDDING
• Partner with florists, bridal shops, photographers, and bakeries to place point-of-sale collateral in their shops. Share in referral business. Build strong relationships with wedding planners. Treat them like royalty, spoil them with lunch meetings, complimentary overnight accommodations during their events, and always provide coffee, teas, soft drinks and light fare during planning meetings. These contacts serve as a great source of referral business.
• Participate in bridal shows. Partner with vendors to display and/or include point-of-sale collateral at their booth.
• Review newspapers for announcements of recently engaged brides. Send introduction letter, coupon (free gift, wedding planner, etc.) for site appointment.
• Create an incentive for vendors, as well as customers that refer business to your hotel. The rewards build loyalty and an opportunity for repeat referral business.
• Subscribe to area bridal pages or magazines to receive lists of brides requesting information about wedding venues. Some bridal magazines will allow you to purchase a spot in their directory without running a more expensive advertisement.
• Offer an incentive to brides that are already contracted for referrals of friends and family. Also, a discount to the second daughter if they book her event within a year of the first.
• Advertising in church/temple bulletins and directories can be inexpensive way to reach your audience.
• Establish a wedding closing room in your sales office to include a table set showcasing linens, stem and flatware, table decorations, etc. Also, possible upsell items such as table number picture frames, disposable cameras, and favors, to mention a few.
• All correspondence should be on wedding stationary. A convention brochure should not be the initial correspondence sent to a bride. A picture book should be displayed to assist the bride in envisioning her wedding. The book should be either professionally done or digitally enhanced through your Event Technology department.
• A brag book featuring the letters of satisfied customers provide testimonial of your hotel's experience to be able to serve this market. After the receipt of a complimentary letter, call the customer and thank them. Also, based on the relationship, consider soliciting these customers as a reference for clients that require more than a testimonial. Lastly, based upon the number of weddings your hotel executes, consider having a brag book identified solely for this market.
• Send proposals for weddings. Even if you cut and paste your wedding packages, utilize a cover page, descriptive summary and description of the décor.
• Never show a bride the space that is set up for a meeting or being broken down. The bride should visit the space when the space is set up for a wedding, most favorably prior to the start of the wedding. However, it is acceptable to tour the ballroom when it is completely set up for a corporate dinner or if the bride must see the space, when the room is completely clean and empty. The responsibility falls solely on the catering sales manager to paint the picture when viewing and empty ballroom.
• Know the market (demographics) that you will attract. What are the hotel's leverageable differences (i.e., talented chef, stunning chandeliers, elegant ballroom, outdoor venue, etc.)?
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Catering ( Sales
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