Increase your Wedding Bookings

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How to increase your wedding bookings A six step strategy

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Introduction Welcome to our ‘How to increase your Wedding Bookings’ guide.

Before you accept any advice from me, you need to know how I am in a position to give good advice, right? Okay, well, I’ve been self-employed and involved in the wedding industry for over 15 years. I own one of the most visited wedding websites in the UK (according to Hitwise) and one of the largest networks of wedding magazines too.

I know the market very well and I know that making a profit from weddings is increasingly difficult. Margins are being cut. New unprofessional wedding businesses are being set up. Weddings are down year on year and costs are increasing!

But it’s not all doom and gloom! Over 250,000 people get married in the UK each year, they are spending around £16,000 each. Therefore the wedding industry is worth over £4 billion (enough to keep us all happy!)

I hope you find this booklet useful and I trust it will help to increase the profitability for your business.

Julian Wilkinson Managing Director, UKbride

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Marketing your business isn’t important it’s essential

Mar.ket.ing Once upon a time in the centre of the forest lived a beautiful young girl, called Angelica. Her family were very poor. They loved Angelica so much.

Angelica was very talented and made the most beautiful Wedding Dresses, all of her family were very proud and a wonderful future awaited her.

Every day for three years she would set up a wonderful stall outside their little home and everyday she made more beautiful dresses.

Unfortunately, no one bought any of her dresses because no one knew she was there, you see Angelica loved wedding dresses but hated marketing.

They all lived happily ever after (although they were skint)!

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Table of Contents Section 1: Know the Wedding Industry Before you can increase your profits, you need to have a look at a few facts.

Section 2: How to increase your Wedding Bookings No nonsense advice on how to make more profits from the wedding industry.

Section 3: How can UKbride help me?

Taking on board the information provided above, we provide a clear six step strategy (not easy to say).

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10

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Step 1: Create a Wedding Website and an Online Shop 72% of couples search for their wedding suppliers online.

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Step 2: Advertise every day Discover how to improve your response rate.

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Step 3: Receive a list of brides-to-be every month We explain how you can take control of your marketing.

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Step 4: Showcase your products in Magazines Take advantage of cutting-edge online media trends.

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Step 5: Network to brides-to-be every evening Word of mouth is still a strong marketing tool.

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Step 6: Priority listings on search engines Ensure that you are not over-looked.

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Section 4: Let’s have a recap?

An at-a-glance overview of how to increase your profits.

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The wedding market is worth around ÂŁ4 billion in the UK

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Know the Wedding Industry the basics

How many weddings are there in the UK each year?

There are now around 250,000 weddings a year (source: www.statistics.gov.uk).

1981

1991

1996

1998

1999

2000

2001

2002

351,973

306,756

278,975

267,303

263,515

267,961

249,227

254,400

What is the average spend? £16,000, which means the wedding market is worth around £4 billion Where are they getting married?

66% marry in a Civil Ceremony 34% marry in a Religious Ceremony

1981

1991

1996 1998 1999 2000

2001

What is the average age?

Single woman - 29 Single man - 31

2002

When are people interested in Weddings?

The graph below shows a Google Insight report showing all of the wedding related search terms (eg: weddings, wedding dress, wedding photographer).

The graph shows searches throughout 2006, 2007 and 2008.

Further in-depth analysis of the the above information shows that brides-to-be tend to book their main services more in January and February (we know this because they search for terms like ‘buy a wedding dress’ and ‘Wedding venues Kent’). In the main wedding season, June, July and August the search terms are directed to last minute orders like ‘buy top table gifts.’ Also the wedding guests are searching for ‘gifts for weddings’.

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Know the Wedding Industry - the basics

Wedding polls...

UKbride is one of the most visited wedding websites in the UK (source Experian’s Hitwise).

The website constantly ‘talks’ to its members to get a valuable insight into trends, we ask questions that will help you to take your business in the right direction. Here are some of the results from our extensive polls. Every question has been answered up to 5,000 times...

How long before the big day do you plan on booking your photographer?

3 months 24.7% 6 months 40.4% 12 months 22.1% 18 months 4.5% 24 months 1.9%

How much are you spending on your wedding?

Not sure 20.72% £0 - £10,000 58.53% £10,001 - £20,000 20.14% £20,001 - £30,000 0.40% £30,000 + 0.21% How much are you planning to spend on your Wedding Dress?

Second Hand Dress 4.8% £0-£500 35.5% £501-£1000 43.8% £1001-£1500 11.4% £1501 + 3.5%

How long before the big day do you plan on booking your venue?

3 months 9.2% 6 months 25.6% 12 months 35.6% 18 months 17.1% 24 months 7.1%

Do you want to have your wedding reception in a marquee?

Yes 9.1%

Are you planning on insuring your Wedding?

Yes 19.4% No 28.0% Not sure 51.9%

How many guests are invited?

0-25 4.44% 25-50 7.81% 50-100 44.31% 100-150 27.50% 150-200 8.99% 200 + 3.12%

Where are you planning on having a honeymoon?

Worldwide 38.4% Europe 11.2% The UK 5.0% We are not planning to have a honeymoon 7.5% Not sure yet 38.0% -8-

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Where do you think you will find most wedding services?

72.4% say online

Where do you think you will find most of the services you need for your wedding?

Wedding websites like UKbride 72.4% Wedding magazines 8.1% Recommendations from friends 10.4% Local Wedding Fairs 9.1% Would you like to be able to chat to wedding suppliers online (like Facebook)?

Yes, that sounds like a good idea 87.7% No, that sounds rubbish 12.3% What day are you getting married?

Saturday 74.2% Sunday 6.5% Midweek 19.3% Are you planning on getting married abroad?

Yes 10.0% No 73.1% I am not sure?

16.9%

How much of your wedding have you already booked?

Nothing is booked yet 76.2% Only my venue is booked 13.3% My Venue and Photo’s booked 3.2% Half of my wedding is booked 3.3% Most of my wedding is booked 4.0%

Are you moving into a new home?

Yes 21.7% No 62.9% No, but we are going to improve our home for a fresh start 15.4% When are you going to start booking your wedding services?

I have already started 23.5% Within 3 months 26.1% Within 6 months 20.5% Within 12 months 15.1% Not for another year 14.8%

Are you going to need financial help for your wedding?

Yes, I will need a loan 31.2% Yes, I will use a credit card 5.3% Yes, my family are helping 45.0% No, I am sorted 18.5% How much has the credit crunch affected your Wedding plans?

Slightly 51.1% Not at all 19.3% Dramatically 29.6%

Would you consider cosmetic surgery for your wedding day?

Yes, and I am having it 1.6% No way 74.1% Yes, if I can afford it 24.4% -9-

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Where should you advertise?

L

How to increase your Wedding Bookings - common sense

These are the latest popularity figures for various advertising strategies...

6Local radio 6Local newspapers 6National newspapers 6Business-to-Business magazines 6Local magazines 6Sunday supplements 5Internet advertising

Down 8.5% Down 8% Down 5.9% Down 5.7% Down 5.2% Down 4.7% Up 23.2%

Six steps to improve your wedding bookings...

Every business needs to have a marketing plan. However, most business owners are too busy spending their time working on their basic craft and getting their work done to really put a lot of time and effort into a marketing plan. But creating a marketing plan does not need to be difficult. Here are a few tips you can use when creating that plan and growing your business. in Wedding Magazines (spend circa £4,000 a year).

1 - Advertise TIP: Always ask the enthusiastic Telesales Representative, to prove how they are delivered: most wedding magazines rely on third parties to give them out, so some never end up in the bride’s hand!

and promote a Wedding Website (spend circa £5,000 a year).

2 - Launch TIP: Ensure you read thoroughly the many books about; ‘Website Design’, ‘Search Engine Optimisation Strategies’, ‘Internet Regulations’ and ‘How to prevent spammers from attacking your website’.

Wedding Fairs (spend circa £2,500 a year).

3 - Attend TIP: Dress comfortably! If you are exhibiting at a Wedding Fair, you will be doing a lot of standing around, be prepared for sore feet! Also take the Monday off as you will need to recover from the busy weekend.

online (spend circa £3,000 a year).

4 - Advertise TIP: There are 240 million websites that are wedding related so ensure you advertise with the top ten.

You can find these websites by searching on Alexa.com or contacting Hitwise (independent website traffic monitoring companies). (spend circa £1,000 a year).

5 - Networking TIP: If you can buy a list of brides-to-be this will give you a good head start. However, it is like looking for a needle in the haystack, as hardly any data businesses sell a list of brides-to-be!

out brochures to brides-to-be (spend circa £2,500 a year).

6 - SendTIP: Be careful when folding your brochures as paper cuts are very nasty and drink plenty of water as licking envelopes is even nastier!

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Total £18,000

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How can UKbride help you? we provide a clear six step strategy (not easy to say) How much will it cost me per month with UKbride?

Okay, so a total spend of around £18,000 will increase your bookings! But many smaller wedding businesses don’t have anywhere near that budget!

UKbride can offer you all six advertising strategies as mentioned on page 10 for just... £39+ VAT per month for a 25 mile marketing radius of your business. No catches. We’re not scared of our prices, as it’s the equivalent of £9.00 per week - a fish and chip supper for two!

Okay, so that’s the price out of the way, but what do you get for your money?

Step 1 - We will build a wedding website for you and you can even sell items online!

Step 2 - We will run an online advert for you in your chosen area!

Step 3 - We will give you a list of brides-to-be every month in your chosen area!

Step 4 - We will give you a double page spread in our online magazine!

Step 5 - We will let you ‘talk’ to our members en-masse!

Step 6 - We will place a listings advert for you ahead of your competition!

Choose a marketing area to suit your budget...

25 mile radius for 12 months £39+VAT per month

50 mile radius for 12 months £49+VAT per month

75 mile radius for 12 months £59+VAT per month

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100 mile radius for 12 months £69+VAT per month

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How can UKbride help you?

We provide a clear six step strategy (not easy to say)

Before I say yes, why should I choose UKbride? How big is it?

Big. Over 500,000 people visit UKbride.co.uk each year. It has been awarded a Top Ten Website Award for being the most visited wedding website in the UK from independent website tracking business Hitwise, which is an Experian Company.

Analytics for www.ukbride.co.uk

How many members does UKbride have?

Over 60,000 become members each year (around 5,000 a month). They join for free because they can Win a Wedding. They receive Free Wedding Planning Tools, they can view thousands of wedding dresses and loads, loads more! When they join they fill in a form which gives us their: First and last name

6000 brides-to-be join every month

Full postal address Telephone number Email address Date of Wedding Quantity of guests Budget of Wedding

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HALF A MILLION PEOPLE VISIT UKBRIDE EVERY YEAR

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Step 1

How can UKbride help you?

What do I get for £39+VAT a month?

We will build a website for your business on UKbride!

UKbride is a 24 hour online wedding fair, so we call these wedding websites E-Stands (a virtual wedding exhibition stand).

As 72% of couples search for their wedding suppliers online we’ll build a website for you.

We will place your website on our website (as mentioned, one of the most visited wedding website in the UK).

You can upload as many photographs as you want to and we will put those photographs into our ‘Wedding Ideas’ section of the website to give you extra coverage, these are visible to all UKbride visitors.

Uploading of images is very easy and very quick with our clever ‘Photo Uploader’ tool.

If you want a map to help people find you, we can add one for you. If you want to link to your existing website, that’s not a problem. You can have all of your contact details and even an ‘About Us’ page where you can write as much about your business as you wish.

If you are a Wedding Photographer we will let you upload every single wedding you attend, this will help you to showcase your skills. The weddings you upload will feature in our ‘Real Weddings’ section which is visible to all visitors to UKbride. You can upload a wedding and keep it private until your clients are happy for you to broadcast it Nationally.

This is a much better way to proof your photographs to your clients and we have made it easy for the family to order your photographs directly too.

Shop

This is an example of an E-Stand (UKbride mini website)

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Wedding Website & Shop Can I customise my E-Stand?

You can change the colour scheme of your e-stand whenever you wish and change the text on your website whenever you want to, it’s easy to do and you don’t need any IT knowledge.

You can also add as many photos as you wish to your gallery which is found on your E-Stand.

You’ll have a unique web address for your e-Stand, eg: www.ukbride.co.uk/supplier/davidhart.

This means you can promote your E-Stand with your offline (and online) advertising.

Shop now >

Wedding Supermarket

We are registered with Pay Pal

We are an Accredited Retailer of ISIS

Deluxe Personalised Ribbon

Personalized Votives

Personalized Lovesavers - NEW DESIGNS!

Personalized Matchboxes

£39.95 per roll

£65 pack of 12

£29.95 pack of 18

£45.99 per 100

Wedding Favours

Best Sellers

Special Offers

We are registered with Veri SIgn

Speeches New Products

Gifts

PCI DSS

The Payment Card Industry Data Security Standard

We are PCI DSS compliant

Can I have a shop and sell my products on UKbride?

Yes. There is no additional charge to set up an e-commerce section for your website or to promote the products (we only take a commission when you actually sell items online).

You can sell as many items as you wish and they will be viewable either locally or nationwide. Ukbride takes the payment and lets you know when you have sold something.

Once the bride-to-be says she is happy with the product we then send you your percentage of the purchase price.

We will help you set up your shop if you want us to: it’s really easy (and exciting too!)

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Step 2

How can UKbride help you?

What do I get for £39+VAT a month?

Photographer with 25 years experience

Your job is to enjoy your special day, my job is to ensure you have beautiful memories for years to come. See my e-stand, David Hart Photography.

Brides have loads Wedding Tools to help them plan their wedding. This keeps them coming back to UKbride

This is the “My Wedding” page and is the most used page for our members. Here they can chat to other brides-to-be and use all of their wedding tools.

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Online Advertising We will run an advert for you in your chosen area!

Once you have your website running on UKbride you need to promote it! For as long as you remain a UKbride Online Subscriber you will also have an online advert.

Because the wedding business is predominantly local we need to push your adverts to your audience. If your local business is in Cornwall there is no point in advertising to Glaswegian brides-to-be. UKbride is very clever: it knows where the visitor is from, even if the visitor is not a logged in member.

We target your adverts to appear to users within a 25 mile radius of your business, (and you can increase the area to a 50, 75 or 100 mile radius for a small additional fee.)

Like your E-Stand you have total control. You can edit the words and change the photo whenever you wish! You can even promote products that you are selling on UKbride.

Your advert will be on display throughout most of the website and visible to all users within your chosen catchment area.

When a bride-to-be clicks on your advert it will whizz them off to your E-Stand.

Photographer with 25 years experience

Your job is to enjoy your special day, my job is to ensure you have beautiful memories for years to come. See my e-stand, David Hart Photography.

This is an example of an online advert

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Step 3

How can UKbride help you?

What do I get for £39+VAT a month?

We will give you a list of brides-to-be every month!

Okay, so you have your E-Stand and your Online Advert which are targeted to your catchment area - that’s great news! We know that 72.4% look for their wedding suppliers online, but that means 27.6% don’t!

So if they don’t find us, we will find them!

UKbride is very clever (I think we already mentioned that). It will automatically send you a list of brides-to-be who joined the site in the previous month (we can supply them to you on weekly or even daily basis if you prefer, for a small additional fee).

Once you have received your list you can see when they are getting married.

Those who are marrying on a day that you can’t work can be deleted straight away. Any that are getting married too far into the future can be saved for a later date.

Those that fall into the right time frame and have the right wedding budget can receive one of your lovely brochures, newsletters, special offers, invitations (to see you at a wedding fair) or even a competition to win your services. It’s up to you how you send out your direct mail. But at least you have control, at least you are not waiting for the phone to ring.

If you prefer to run email campaigns or contact them by phone, this can be arranged for an additional fee.

UKbride has the largest pre-wedding database in the United Kingdom

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Database of Weddings

We guarantee at least This is a fictitious example of our database of weddings which you could soon be receiving (except your list won’t be fictitious).

25

leads a month (240 a year!)

Y First and last name Y Full postal address Y Date of Wedding Y Quantity of guests Y Budget of Wedding

Is this legal?

Yes. We can only send you the details of engaged couples who are planning a wedding in your chosen area who have ‘opted in’ to receive information from third parties for Data Protection reasons. We are registered with the ICO* as a ‘Data Controller’. * The Information Commissioner’s Office is the Government body which is responsible for regulating and enforcing the access to - and use of - personal information.

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Step 4

How can UKbride help you?

What do I get for ÂŁ39+VAT a month?

Our brides-to-be love weddings and love planning the wedding too UKbride taps into that market!

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Interactive Online Magazine

We will give you a double page spread in our cutting edge interactive online magazine!

To recap, you now have your E-Stand, Online Advert and Leads. We are now going to give you a Double Page Spread in our online magazine called ‘Inspirations’. Before we go any further all of this only costs £39+VAT per month (and there are still some more goodies to come!)

We will design a double page spread from editorial and photographs that you supply to us, this can include logos and full contact details too. We will then proof for your approval.

The Inspirations magazine is full of great ideas to help the bride-to-be plan their wedding.

When they click on your advert or any of your photos, it will whizz them off to your E-Stand.

The Inspirations magazine is viewable from the ‘My Wedding’ Section, this is the bride-tobe’s most frequently used page. They can click on the front page of our online magazine, which will zoom to fill their screen and then they can magically flick through the pages online just as though they are reading a ‘proper’ magazine!

For as long as you remain a UKbride Online Subscriber all of these facilities will promote your business to your region.

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Step 5

How can UKbride help you?

What do I get for £39+VAT a month?

We will let you ‘talk’ to our members en-masse!

We have built into our huge website a ‘Wall’ this is where members can ‘talk’ to each other.

As a UKbride Wedding Supplier we will let you post messages directly onto their walls (in your chosen area), as simple as typing a text and pressing send! This is instant, easy and effective. You can direct our members straight to your website or even ask them to call you direct, it’s up to you.

You could send a message like “I have availability for August 22nd 2011 and I will offer that day at half price, this is on a first-come first-served basis,” or “I am going to the White Hart Hotel’s Wedding Fair this weekend, why not pop in and see my work!”

Beware though, as our members can block you if you send out too many messages. Subtlety is the name of the game.

This is a direct approach and embracing one of the new technologies in communication. How many texts did you send 10 years ago?

You can send brides-to-be a message every week!

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Online Networking

Write your message here and click send!

We have made it really easy to market your business!

Online, clear instructions will help you set up your account - 23 -

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Step 6

How can UKbride help you?

What do I get for ÂŁ39+VAT a month?

We ensure your website is seen the top of the list to u yo sh pu en ev n we ca - 24 -

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Priority Listings We will place a listing advert for you ahead of the competition!

UKbride has ov er

UKbride has over 35,000 wedding suppliers in its directory listings. If you search for ‘Flowers in Fife’ or ‘Marquees in Merseyside’ there will be basic wedding suppliers’ listings (business name, address and telephone number). But if you are a UKbride Online Subscriber we place a premium display advert ahead of the basic listings!

Premium display adverts will be in alphabetical order but for a small additional fee we will increase the priority listing for you towards the number one slot (this is a bidding system).

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35,000 Wedding Businesses in its directory

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Here’s a reminder...

From only

£39

+ VAT per month

We will build an e-commerce wedding website for you!

Step 1

4 Customisable 4 Editable 4 Unlimited photos 4 Unlimited text

4 Map (if required) 4 All contact details 4 Link to your website 4 E-commerce option

We will run an online advert for you in your chosen area!

Photographer with 25 years experience

Step 2

4 Promote your website or your products 4 Editable 4 Targeted area 4 Link to your website Optional extras Increase area/frequency

Your job is to enjoy your special day, my job is to ensure you have beautiful memories for years to come. See my e-stand, David Hart Photography.

We will give you a list of brides-to-be every month!

4 Supplied monthly 4 First and last name Log Out 4 Full postal address 4 DateWedding of Wedding Real Weddings News 4 Quantity of guests

Step 3 Home

My Wedding

Help l Take the tour l

Wedding Fashion

Wedding Shop

Wedding Ideas

Suppliers

Search

What are you searching for?

Y Scrolling notice board here The Marriage of

Mary-Louise & Thomas Parker

Step 4

Y You have new messages View l Delete

Countdown Clock

Post

05

Step 5

Hours

£ £ £ £ £ £ £ £ £

My Address Book

My Table Planner

My Budget Planner My Guest List

My Scrapbook

9 minutes ago · Comment · Like · View Website · Block

Kaznjack Has got the Hen Party all sorted and is looking forward to it. BrightonYhere we come!!!

Y

Secs

1 hour Y ago · Comment · Like

Wedding Chit Chat Wedding Blogs

We will give you a double page spread in our online magazine!

Wedding Fashion

Wedding Suppliers Wedding Ideas Real Weddings Wedding Tube

Wedding News Wedding Fairs

UKbride Advertisers

Inspirations Magazine

David Hart Photography - Photos and Videos 3 hours ago · Comment · Like Tel: 01205 354452

Website

Main Street, Kirton, Boston, LN2 4US

Y

Y

25 years experience Trustworthy and reliable CathrineH changed her profile picture Y Two photographers for your day Y Quick turnaround

8 hours · Comment · Like Y

Award winning photographer

l

We will let you ‘talk’ to our members en-masse!

4Win Send a message every week to brides-to be a £25,000 4wedding Targeted area Optional extras 4 Link to your website Increase area

Y

ZoandJu Hi girls, I am looking for a pink wedding dress, I know that sounds awful but I just want a different day. Does anyone know where I can find one?

D hart

4 Links to your website 4Lincoln We Bridal can Shop amend if required on a monthly basis 4 Targeted by region

Y

Y

Wedding Dresses

Step 6

Forum’s and Blogs

_ )

UKbride Wedding Supplier David Hart Photography has availability for August You searched for: Photos and Videos Lincolnshire 87 results 22ndin2010.

Half price photography for the...

Databases

Applications

* _ £ J &

Edit wedding day

Mins

4 Budget of Wedding Optional extras Increase area/frequency Telephone number Email address

Advertise

Write a comment

9 minutes ago · Comment · Like

Days

Login

Y This is how we can talk to our members, it is content managed and easy to use...

Mrs2be is really looking forward to her big day only 7 weeks to go yippie!!!

View Photos l Edit l Upload

Join Now l

About Us

l

Gallery

l

Blog

l

Y Fully insured

Our Shop

l

Find us

l

Contact us

Nick Buckby Photographer Photographers - Photos and Videos Tel: 07768 452508 11, Staverton Crescent, Lincoln, Lincolnshire LN6 0YW

Is this your business?

Why advertise?

DE Photo Photographers - Photos and Videos Tel: 01673 866617 21, Merleswen, Dunholme, Lincoln, Lincolnshire LN2 3SN

Is this your business?

Why advertise?

We will place a listings advert for you ahead of the competition!

4 Link to your E-Stand 4 Alphabetical order 4 Choose 3 categories Think Bingo

Optional extras Increase priority Increase area

Notes - Information correct at time of going to press (Winter 2009). Prices and package subject to UKbride excepted. Full terms and conditions available at www.ukbride.co.uk. change. Errors & omissions KGP Photography Photographers - Photos and Videos Tel: 07946 650948 17, Cornwall Close, Grantham, Lincolnshire NG31 9PU

Click to view online

Is this your business?

Why advertise?

Ken Marshall Photography Weddings - Photos and Videos Tel: 01522 595488 17, Beresford Drive, Sudbrooke, Lincoln, Lincolnshire LN2 2YH

Is this your business?

UKbride Don’t forget to browse through our superb Why advertise? online Wedding Inspirations Magazine!

Memories Portraits Photographers - Photos and Videos Tel: 01522 800527 3, Gibbeson St, Lincoln, Lincolnshire LN5 8JP

Yesterday · Comment · Like ·

Is this your business?

Why advertise?

Publisher - Whitespace Publishers Ltd

Skylight Photography Weddings - Photos and Videos Tel: 01522 770584 3 days 3, Ascot Way, North Hykeham, ago · Comment · LikeLincoln, Lincolnshire LN6 9NU

MaryL Has got her stationery all sorted!

My Diary March

<

2009

Mon Tue Wed Thu Fri

>

Sat Sun

DJ Photography Weddings - Photos and Videos Tel: 01507 463755 28a, Station Rd, Alford, Lincolnshire LN13 9JB

Is this your business?

Why advertise?

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Is this your business?

Why advertise?

ZoandJu Nice one MaryL. Where did you get it from in the end? Are they expensive?

1

3 days ago · Comment · Like

2

3

4

5

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7

8

Write a comment

9

10

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Advertise

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Choose a marketing area to suit your budget...

25 mile radius

50 mile radius

for 12 months £39+VAT per month

for 12 months £49+VAT per month

75 mile radius

100 mile radius

for 12 months £59+VAT per month

for 12 months £69+VAT per month

Larger marketing areas are available on request.

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