The Apprentice: Business Lessons for Wedding Planners from Episode 10

Our experts turn the mistakes of The Apprentice contestants into valuable advice for you wedding & event planners.  Here’s this week’s instalment…

Episode 10 – High End Markets ‘A Waitrose pudding in Asda Packaging’

The Show: One team failed to match their premium trifle product with high-end design.

As wedding and event planners, most of you will aspire to reach the premium market.  That doesn’t mean planning parties for kings and queens necessarily, but it will mean targeting the most affluent middle classes and beyond.  If you don’t understand what ‘markers’ pick something out as being ‘premium’ then you will struggle to market yourself to these people.  The team used cluttered design in several colours, gingham background and random splodges in the packaging, none of which scream high-end.  The winning team kept to just two colours, one for the background and one for the writing.  Simple and clean.  The boldness comes from its simplicity and expanses of a single colour.  Understand and learn to love the tastes of your market.  Stop using website designs and literature that appeal to you.  When you are dealing with something as visual as events and weddings it is essential that the client can see that his taste matches your company image.  Any disparity will put him off exploring your website within seconds and you’ll never get his business.

This comment is made by Amber Hunter, expert tutor in Wedding Planning & Business from The Wedding Planner School

Lessons from other episodes:

Episode 9

Episode 7

Episode 6

Episode 5

Episode 4

Episode 3

Episodes 1 & 2