Pinocchio Syndrome

This interview starts calmly enough, with Wedding Channel Co-Founder and Bella Pictures Co-Founder and VP of Business Development, Jenny Lefcourt being interviewed by Fox 5 Chicago TV Personality, Jan Jeffcoat.

The segment is purportedly about ’saving money on your wedding in today’s economy. It quickly degenerates into a badly conceived infomercial for Bella Pictures, accompanied by a mish-mash of largely bad advice and misinformation about a whole range of choices to be made by the bride.

Fox’s Jeffcoat overly credits Lefcourt’s association with the Wedding Channel. That is a past incarnation, no longer current at the time of the interview. Lefcourt never corrects her, leaving some uncertainty as to whether she is a neutral expert or representing Bella Pictures.

After this interview aired, the Wedding Channel had to issue a firm disclaimer, stating clearly that Lefcourt was no longer associated with their firm, and they were in no way endorsing her on-air comments.

After a few days and a fair amount of heat from various directions Lefcourt wrote a very soft apology letter (pdf) (Dear Wedding Industry). The retraction is never as helpful as the original sin, however. It is clear (at least to me) that the interview (like most interviews) was prepped with talking points and planned questions. There is nothing spontaneous about the questions or answers. To suddenly have wedding industry professionals believe that, in retrospect, mistakes or misstatements were made, is pure bunk. It was not until outside pressure was applied, after the fact, that Lefcourt and Bella took even a half-step back.

I encourage you to view this two to three times to get the full effect of it. Please share this with every wedding professional you know. It is the worst kind of propaganda and disinformation. Things like this should never go unchallenged (more to follow).

Andy Ebon

The Wedding Marketing Authority

written by Andy Ebon \\ tags: advice, bad advice, Bella Pictures, Chicago, Fox 5 Chicago, Jenny Lefcourt, Misinformation, propaganda, wedding, Wedding Channel

As a general recommendation, I continue to suggest reading the local newspaper and/or weekly business periodical to continually assess the daily dynamics of one’s local business community and wedding industry economy. Once again, taking my own advice is tougher than it might seem.

In Las Vegas, reading about the precarious financial condition of casino/hotel giants, such as Harrah’s Corporation or MGM/Mirage, among others, is downright frightening. Understanding that the local community is experiencing a 10% unemployment rate now, that tens of thousands of jobs are hanging in the balance, and visitor/convention revenues have been trending down for a year, leaves one quite a tendency to see the glass as half-empty.

I have come to appreciate Las Vegas, as a living example of trickle-down economics. The convention, hospitality and destination wedding industry are largely tied to huge companies, and the small or micro-businesses are much further down the food chain. When big business catches a cold, small business catches pneumonia.

But there is another dynamic that has begun to occur. Many hard-working, bright small business owners have become reinvigorated by the gravity of the situation. They have taken a fresh look at their operations and marketing, are re-evaluating, and reconfiguring. As well, they are nesting with their peers. Yes, at association meetings and networking groups. But also in 1-to-1 and small group discussions, more like Think Tanks or Masters Groups. Sole proprietors benefit from this strategy, particularly, because high-powered counterparts service as sounding boards and substitutes for business partners.

Conspicuous consumption (parties or celebrations) has fallen out of favor. Believe me, though, not every business out there is one-step-from-the-grave.

I strongly believe conspicuous optimism is always a good thing. If you’re hustling, working hard, and making sales, good for you. That should be cause for optimism. One can’t control what the mega-companies do. One can make the best of your business relationships, nurture them, network, develop fresh relationships, and don’t leave any lead hanging by a thread. Close the sale or figure out why the prospect became someone else’s customer.

In a time when businesses have closed, and some are on the brink, people want to do business with stable entities. An outward disposition of optimism, appreciation, and occasional excitement creates an imbalance in your favor.

Don’t work 24/7. Enjoy an occasional small celebration of sales victories. Maybe not for the biggest sale, but for making the toughest sale.

Most of all, don’t worry. Positive disposition, accompanied with focused action is quite a remedy.

What are you doing to be positive and take action? Share your wisdom, here, with a comment.

My glass is half-full, how’s yours?

Andy Ebon
The Wedding Marketing Authority

written by Andy Ebon \\ tags: advice, Andy Ebon, associations, benefits, best, business journal, business weekly, casino, communication, community, conspicuous positive outlook, glass half empty, glass half full, Harrah's, hotel, Las Vegas, leads, local economy, marketing, MGM/Mirage, network, networking, optimism, positive outlook, prospects, public relationship, publicity, read newspaper, reading, Relationship Marketing, sales, service, services, time, trends, wedding, weddings

In a set of recommendations on GetMarried.com, 7 Tips For The Budget-Savvy Bride, acclaimed wizard Colin Cowie Tip #4 is:

“4. Opt for a fantastic DJ
Instead of a big orchestra band, find a great DJ who can create great background music and just as easily keep the guests moving on the dance floor.”
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These days, when most couples shop for music, they usually have a preference: Band, orchestra or DJ. However, as Colin suggests, if a bride’s budget is not sufficient for a great band, it should still be large enough for a great DJ.

Music plays a disproportionate role in the success of a wedding reception.

What do you think of Cowie’s recommendation? Agree? Disagree? Your comments?

Do you think the published opinions of industry experts have significant impact on the decision making of brides? Does high-level advice trump effective wedding marketing?

Andy Ebon
The Wedding Marketing Authority

written by Andy Ebon \\ tags: advice, budget, budget savvy bride, Colin Cowie, Get Married TV, GetMarried.com, wedding experts, wedding marketing