Friday, September 14, 2007

Newlyweds as Clients

Now is the time to start planning for targeting brides as clients. Newly-married couples -- especially those who didn't live together before -- will be receiving a lot of new items.

According to the National Mail Order Association Bridal Market Overview, research shows that while brides and grooms represent only 2.6% of all households in the United States, they account for up to 70% of major household items purchased.

ENGAGEMENT STATISTICS
  • The average engagement in the United States lasts 15 months.
  • During the engagement period, couples buy:
    • $4 billion in furniture
    • $3 billion in house wares
    • $400 million in tableware
  • $19 billion is spent buying presents at wedding gift registries.
  • The average amount spent on a bridal gown is $800.
  • Tuxedoes are typically purchased 5-6 months after the wedding gown.
  • Bridesmaids' gowns are general purchased 3-4 months in advance of the event.


Target brides with this message:
You just received a lot of new things! And for most of it, you won't have a receipt. If something happens, you won't remember everything... An inventory is peace of mind for the newly married couple. Plus, it's time to increase your insurance coverage -- but don't overpay. An accurate home inventory will ensure all of your possessions are covered.

Look into local bridal fairs. To save costs, partner with a wedding vendor (a wedding photographer, equipment and party rental supplier, reception hall, etc.) to co-sponsor a table. Offer a home inventory gift certificate (valued at up to $300) as a door prize. Sponsor a drawing, with every entrant receiving a *free* jewelry inventory (up to $50) if they book their inventory within 60 days of their wedding. Capture e-mail addresses and send them follow-up e-mails every couple of months.

These are prime prospects.
    • Newlyweds have a higher propensity for buying furniture electronics, and heavy and light appliances (vacuum cleaners, etc.)
    • Newlyweds spend $50 to $150 in ready-made draperies.
    • Engaged likely to be apartment dwellers and renters. (They will be substantially increasing the volume of their possessions as they move into their first home.)
Source: The Simmons Survey System

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