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Wedding market segments and targets

The wedding market is huge: over 200,000 marriages a year in England and Wales (source: government stats). As a wedding supplier you’d be naïve to try and sell to all of those brides. And you can save a fortune on advertising if you’re selective: It’s always easier to segment the wedding market, and to target a particular segment.

Where to start segmenting the wedding market

All you have to do is mentally identify a few groups of brides: it’s dead simple. Different ways to segment the wedding market are:

  • Demographically: into groups by budget, by religion, by age etc.
  • Geographically: into groups by physical location
  • Behaviourally: into groups based on personality, lifestyle, social class etc.

For example, you could identify a segment of alternative brides who are not religious and live in Lincolnshire, if that suits your business.

What do you need market segments for?

Defining the particular market segments to target can really help you focus on your business and marketing strategies.

If your business will target one or more market segments (as it should, with time) you can develop a unique strategy for each one. This will save you money on marketing communications and can potentially allow you to charge a premium price for your highly targeted products.

Example market segments & targets for a wedding stationery business

Segment 1 – Brides with £20k+ budgets who are high earners, enjoy the arts and fashion, and are aged between 25 and 35

Strategy for segment 1 – Designer bespoke letterpress invitations, on trend contemporary designs, sophisticated. Premium prices, high advertising spend (You & Your Wedding) and international distribution

Segment 2 – Brides with £10-15k budgets who are medium earners, enjoy magazines and popular culture, aged between 20 and 25

Strategy for segment 2 – “Make your own” designer wedding stationery, on trend with contemporary, fun and funky designs. Medium price range with tactical discounts, low advertising spend (Wedding Chaos) and nationwide distribution

Can you identify your own market segments?

If you can identify distinct segments in your wedding market it will help you target your products, prices, promotional strategies and distribution more effectively.

  1. Writing down the segments you’re targeting and your marketing mix strategies will help your wedding business to achieve its goals.
  2. Start with a blank page and identify a couple of market segments based on demographics, location and behaviour.
  3. Next to each segment write a very basic strategy using the key concepts of product, price, promotion and place.
  4. Then have a look at your existing marketing strategy. Should you vary it a little for the different segments you’ve identified?

Claire Gould

Claire spends her days writing - either in beautiful calligraphy or online. She lives on the edge of the English Lake District only minutes away from the beach, where she loves to escape and unwind. Claire's calligraphy can be found at www.byMoonandTide.com. Claire launched the English Wedding Blog in November 2009 - it's been a top 10 UK wedding blog ever since, with a regional focus we hope you LOVE.

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11 COMMENTS
  • Staggered
    9 years ago

    We did this and went for the brides with penises.

  • I think this is a really good idea! Thanks for the tips!

  • Weddings in Surrey
    9 years ago

    haha – Staggered. We stay on the right side of being PC and target everyone in Surrey who has been, or is going to, or would love to, or aspire to being in wedlock at some stage, in the future, past or present

  • Staggered
    9 years ago

    Sorry for using the word penis on a public forum. In future I will contain all genitalia references exclusively in emails to Claire.
    Yours Sincerely,
    Andrew Shanahan.

  • Staggered
    9 years ago

    I’ve just realised I said penis again in my previous comment. Sorry.

  • James Hughes
    9 years ago

    I saw a video seminar (provided by my bank) and Deborah Meaden of Dragons Den fame was talking about this exact issue. She said that she has a picture/photos/cut-out from magazines (basically a mugshot) stuck on the wall of her office with a picture of the person that represents the target market for her product.

    It can be quite hard to pick such a specific photo, but when you do, you can start thinking about where they would shop, what they eat, where they hang out, where they interact socially, etc and then you will easily be able to identify good places to put adverts.

    James

    p.s. I run a business providing pianists for weddings and I am not a marketing specialist so please research further (google) for more ideas.

  • TJ McDowell
    9 years ago

    This is a great idea. I think that if you can stay general enough (ie don’t over segment) and you can make generalizations about those segments, then you can really start to focus on catering to specific audiences.

  • Bernadette
    9 years ago

    This is very good advice Clare, well done!

  • Deb
    6 months ago

    Hi Claire. Thanks for such a great article. Well written, short and to the point. I’m going to use your advise to help map out my market segments for FB & instagram marketing. 😉

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