Creating content from your buying events 

There are lots of buying events across the Spring season, which means lots of opportunity to create content. But we need to be careful with how much we’re sharing.  

Today’s audience are used to being able to access the products their seeing on social media instantly or with a short lead time. So, we run the risk of oversharing new dresses that aren’t available to this summer’s bride or to 2026 brides who can’t come in store and try them on.  

My advice would be to share the experience, with some sneak peaks at the dresses, don’t focus too much on showcasing the product, because it’s not available to your bride right now and could lead to frustration.  

Bring them into the buying process by asking questions in your content before you go like ‘2026 brides, what are you looking for in your wedding dress’ or asking them which they prefer on your stories.  

REMEMBER! Your audience aren’t super educated on the bridal buying process, so make sure you explain it to them. For example, ‘Did you know we choose the wedding dresses for our boutique six months before they arrive in store?’  

Leverage partnerships

The weather has started to turn, and it looks like sunshine is on the horizon, making it the perfect time to plan in a collaboration content shoot.  

This is a great way to get content for your social media channels and reach new eyes by partnering with other wedding suppliers before we head fully into wedding season.  

Reach out to a venue, photographer, MUA and florist as a base. Propose to each that you can spend the day shooting content which you’ll then all be able to use when times get busy over the next few months.  

REMEMBER! Invite the other suppliers to collaborate on your Instagram post, this will ensure that their followers will see your brand too. They’ll have your target audience within their followers, so the more eyes we can get on our dresses, the better. 

Getting the most out of wedding fairs 

My aim at a wedding fair would be to collect as much data as possible. By obtaining a potential customer’s details, you’re ensuring that you have direct access after the event has finished.  

When collecting data, we want to make it as quick and easy as possible. I would recommend asking for their name, email address and wedding date. Long forms are off putting, so keep it simple.  

This information ensures that you can segment your data by wedding date, which means you can send targeted and personalised emails.  

If possible, set up an online form that you can download as a spreadsheet and easily upload into your email system. 

REMEMBER! Someone’s personal data is a hot commodity, so they’ll probably expect a value exchange. Think about offering an incentive for them to part with it, something like a small discount or £100 accessories voucher. Unfortunately, a branded pen won’t cut it, they’ll want something of monetary value.  

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