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

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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


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