Open for Business: The Value of Speaking to a Broader Audience

Open For Business Welcoming couples with open arms

In 1999: Ø Identified an underserved market Ø Utilized emerging technology to serve need Ø Adapted to respond to emerging market needs Ø Focused on business strengths and our plan while constantly evaluating resources and opportunity available

Challenging Assumptions

Industry Imposed Need vs Authentic (Local) Need Haniel Singh Photography

Authentic (Local) Need • Make up artists with broad palette for variety of skin tones • Photographers who understand posing same-sex couples • Pros with websites optimized for accessibility for people with disabilities

Authentic (Local) Need • Access to translation service and sign language interpreters

Phonak

• Planners who understand variety in wedding ritual for same-sex couples

Authentic (Local) Need

Toby Ogden Photography

• Attire shops/tailors that offer solutions for non-gender conforming brides & grooms • Pros who include straight grooms as part of the conversation

What’s Your Approach?

Your Approach May Be: Resistant

Receptive

Your Approach May Be: Reactive

Proactive

A Cautionary Tale

Brides & Bridal Shows

Pantyhose Palette

Hosiery Hallelujah

Intent vs Impact

Boas & Bowties

Necessity of Inclusion • Millennials & Gen Z • Visual Lives & Authentic Drives • Evolving Demographics

United States of US • • • • •

White 61% Hispanic/Latino, 18% Black, 13% Asian, 6 % Multiracial, 3 % (non-Hispanic),

2018, US Census

• Female, 51% • Male, 49% 2018, US Census

• LGBTQ, 4-7% 2014-2016, various national surveys

State of California • • • • •

White 37.2% Hispanic/Latino, 39% Black, 6.5% Asian, 15.2 % Multiracial, 3.9 % (non-Hispanic),

2018, US Census

• Female, 50% • Male, 50% 2018, US Census

• LGBTQ, 4-7% 2014-2016, various national surveys

Question of Inclusive Representation

Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)

Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)

Question of Seeing Oneself

Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)

Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)

Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)

Perceptions of Inclusivity

Dawn E Roscoe Photography

Belonging is in the eye of the beholder

Earning Trust

Rick+Anna Photography

Earning Trust: The Approach • I see you • You are welcome here • How can I help?

• What else would be helpful?

• Here’s what I can offer: • How did I do?

Actionable Advice Strategies for Success

Self-Assessment • Identify your strengths • Identify your blind spots

• Know your local market • Know today’s couples

Practicing Inclusion • Interactions • Marketing Materials

• Accessibility • Contracts

Be The Change

Multicultural Inclusivity

Be The Change

Devon John Photography

“Engaged Couples”

Be The Change

Carina Photographics

#AndGroom

Be The Change Gender Inclusivity

Be The Change Website Accessibility

Be The Change Language Accessibility

A Closing Reminder

•Identify your strengths •Identify your blind spots

•Know your local market •Know today’s couples