NYACK, N.Y., July 2, 2013 /PRNewswire/ -- Just about all recent wedding industry news that has been covered by mainstream media deals with the recent legislation legalizing same sex weddings, granting equal benefits in states like New York and California and its potential to be legalized nationally. How can a wedding-related business capitalize on the growth of this market and prove to this growing consumer segment that they are a viable and supportive vendor? One way is to become educated on the commonalities and differences between same sex weddings and gender different weddings.
The Huffington Post reports gay couples are taking a strikingly different approach to wedding planning than their heterosexual counterparts according to a survey where The Knot teamed with The Advocate to survey gay and lesbian couples about their wedding planning habits, and released the results of their first Same-Sex Wedding Survey recently.
It would seem wise to consider advertising on websites that target the same sex weddings. GayWeddings.com is part of the WeddingWire.com stable of websites that are powered by the same local wedding vendor directory that can be searched by category and zip code on all their sites. Theoretically, this is a great place to advertise, especially if the business is in a state where same sex marriage is authenticated.
However, let's analyze the viewer experience. Those planning may look on GayWeddings.com for inspiration and insights on the type of wedding they want, find a local vendor, click onto a website and if all they see conventional wedding content, it is likely they will click off the site and look further.
So what can a wedding-related business do virtually to prove they are truly speaking to the same sex wedding audience?
a) Build a targeted landing page. You can make the decision if you want that page to be part of the site's navigation and a have menu bar labeled same sex weddings or just use it as a destination for the marketing you do to attract the same sex couple.
b) Build a small website with a unique domain name that resonates with that target market. For example we designed a landing page for a wedding officiant who wanted to target the market without diluting their core bridal audience.
In addition for enterprising entrepreneurs we have a few domain names for sale that have the potential to be can be a separate business model.
These 4 domains can be developed into international directory websites that can generate substantial advertising revenue in addition to spotlighting any business of yours that targets the same sex market.
SameSexDestinationWeddings.com -- includes a developed website that can generate advertising revenue.
To request information on any of these domains please click here.
In an industry that is seasonal, that is fueled by creativity, that thrives on quenching the thirst for differentiation and is a revolving door of businesses entering and exiting based on lack of marketing direction, businesses that embrace this opportunity can reap the benefits and at the same time honor a new tradition in the wedding space.
Brian Lawrence is a nationally known marketing expert on the wedding, event and stationery industry. He is the author of "The Wedding Expert's Guide To Sales and Marketing" and "The Invitation Business Report" and has spoken multiple times at trade shows like Wedding MBA and the National Stationery Show. He owns the wedding and stationery industry web design and marketing firm Local Traffic Builder and consults with businesses on sales and marketing worldwide.
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SOURCE Local Traffic Builder