Marketing to Gen Z with Ava & The Bee

I am thrilled to welcome a special guest, Adriana from Ava and the B, to the podcast. Adrienna is the CEO of Ava & the Bee, a marketing agency exclusively for Wedding Pros that focuses on building connections with dream couples through inclusive, results-driven marketing. With her extensive experience as a former bridal boutique owner, wedding planner, and florist, Adrienna understands the challenges that wedding vendors face when it comes to creating engaging content to grow their business. Today, we’re diving into the fascinating topic of how Gen Zers is changing the wedding market, exploring key stats and discussing how you can adjust your marketing strategies accordingly.

With Gen Z’s emphasis on financial education and earlier marriage trends, it’s essential for wedding professionals to align their marketing strategies accordingly. In this blog post, we’re sharing valuable insights and tips on navigating these changes to appeal to a younger generation.

*PLEASE NOTE: THIS POST WAS ORIGINALLY A PODCAST EPISODE TRANSCRIBED AND CONVERTED INTO A BLOG POST WITH THE HELP OF AI-TECHNOLOGY.*

WTF, Gen Z!? with Adrienna McDermott of Ava & the Bee

Tune into this episode to learn everything you need to know about marketing to Gen Z wedding couples. I am so excited to welcome Adrienna from Ava & the Bee onto the podcast. We have connected over the last few years, talking about marketing on Instagram.

Marketing to Gen Z with Ava & The Bee

Unique Perspective and Open Conversations

Adrienna and I have a unique relationship in the industry. Although we operate in the same space, we are not direct competitors. This allows us to have open and honest conversations without the fear of giving away too much. We understand each other’s pain points and can freely share our experiences.

Unpacking Gen Z Statistics

In this episode, Adrienna shares some thought-provoking statistics about Gen Z, sourced from a survey conducted by Wedding Wire in 2022. The survey included responses from around 12,000 individuals, providing valuable insights into the upcoming Gen Z generation’s preferences and behaviors.

Stat 1: 90% of Gen Z Couples Discuss Finances Before Engagement

One significant finding is that 90% of Gen Z couples have conversations about finances before getting engaged. This generation is financially educated, shaped by graduating college during a pandemic and entering a job market filled with uncertainty. As a result, they approach financial security differently than previous generations. Wedding vendors should consider this aspect when marketing their services.

Stat 2: Early Marriage Trends

Gen Z couples are also entering marriage at a younger age in certain regions. For example, in the Southeast, where Adrienna previously worked as a planner, some clients are already catering to Gen Z couples who are as young as 26. It’s crucial for wedding professionals to recognize and adapt to these changing demographics.

Tapping into Financial Awareness and Pricing Transparency

Questioning Financial Awareness

One important aspect to consider is how wedding professionals can tap into the financial awareness that Gen Z possesses and provide education and services that align with their financial literacy. The goal is to cater to their needs as a financially educated generation. In the past, price transparency was uncommon in the wedding industry, with vendors keeping their prices hidden. However, times have changed, and adapting to Gen Z’s expectations is crucial.

Embracing Pricing Transparency

To effectively connect with Gen Z couples, wedding professionals must be transparent about their pricing. This means having pricing information readily available on their websites. Even if it’s presented as starting prices or price ranges, providing some form of pricing details is essential. A common trend observed in Facebook groups is that potential clients often ignore vendors who don’t provide pricing upfront on their websites. Gen Z couples want quick access to pricing information and are unlikely to reach out to vendors who don’t meet this expectation.

Educating Clients on Pricing

In addition to transparency, wedding professionals should be prepared to educate clients on why their services cost what they do. This financial education should be part of the marketing strategy. Explaining the value and reasoning behind the pricing is key. Rather than leaving potential clients to wonder, vendors should clearly communicate what is included in their pricing. By providing this information upfront, vendors can address common questions and eliminate the need for multiple email exchanges seeking clarification.

Utilizing Price Ranges

Some wedding professionals have adopted a bracketed range approach to pricing, instead of starting at prices. This approach provides potential clients with a better understanding of what they can expect to spend. For example, a vendor might state that couples typically spend anywhere between $4,000 and $12,000. This range helps set expectations and avoids the misconception that the starting price is the final price. Additionally, using an average investment amount within the range can further guide potential clients and weed out those who are significantly out of budget.

Strategic Pricing Strategies

Another interesting pricing strategy is to use a larger number before the actual price. This technique creates a perception of a smaller price. For instance, stating that a service includes 5,000 words for $2,000 makes the price seem more reasonable when compared to the large quantity of words provided. This approach can help capture attention and enhance the perceived value of the service.

Creating Confidence and Memorable Experiences

Making Gen Z Couples Feel Confident and Secure

When it comes to planning their wedding, it’s important for Gen Z couples to feel confident and secure in their decisions. Wedding professionals play a crucial role in creating this sense of assurance. One key aspect is showcasing the value of their services and establishing a connection with potential clients. By educating couples about their unique process and highlighting what sets them apart from competitors, wedding professionals can instill confidence and trust.

Authentic marketing also plays a significant role in building this trust. When couples feel a genuine connection with a vendor, they are more likely to make informed decisions and avoid buyer’s regret. Building rapport and creating a sense of comfort through marketing efforts can go a long way in establishing a strong client-professional relationship.

Creating Memorable Experiences

Gen Z couples have a strong desire for memorable experiences. They want their wedding to be not just an event but an extraordinary and unforgettable experience for themselves and their guests. This shift in focus from solely the couple to also considering the guest experience is an important consideration for wedding professionals.

To cater to Gen Z’s desire for memorable experiences, wedding vendors can take several approaches. Firstly, it’s crucial to view the entire wedding process as part of the client experience. Rather than only interacting with clients sporadically, vendors should strive to create a sense of being cared for throughout the planning journey. This can be achieved through personalized touches and ongoing communication.

Wedding professionals can also create anticipation and excitement by involving clients in the behind-the-scenes aspects of the wedding planning process. For example, photographers can share engagement session photos or collaborate with other vendors to showcase the progress and unique elements of the wedding. By documenting and sharing these experiences, vendors provide value to their current clients and attract potential clients drawn to the idea of a personalized and memorable wedding experience.

Furthermore, building strong relationships with other vendors is essential. By tagging and collaborating with fellow professionals involved in the wedding, vendors can expand their reach and tap into larger networks. This collaborative approach benefits the couple and helps vendors establish themselves within the industry.

Creating confidence and delivering memorable experiences are key considerations for wedding professionals when catering to Gen Z couples. By showcasing their value, establishing a connection, and providing ongoing support throughout the planning process, vendors can make couples feel secure and assured in their decision-making. Additionally, by focusing on creating exceptional and unforgettable experiences, vendors can meet the desires of Gen Z couples who prioritize the guest experience. By adopting these strategies, wedding professionals can thrive in the evolving wedding market and deliver exceptional service to their clients.