Invitation to Success

Winning Ways to Close Wedding Invitation Sales

By Sarah Krall -- Gifts & Decorative Accessories, 10/1/2000

According to the stationer Crane's, wedding invitations comprise about 2 percent of a wedding's total bill. Using Bride'smagazine estimate that the average wedding costs about $20,000, that would mean that about $400 is spent on wedding invitations. Ask any stationer, and she will attest that closing that $400 sale is trickier than ever. Today's market lacks many new or unusual product offerings, and the Internet is open 24 hours a day, ready to snatch up brick-and-mortar sales. There are, however, ways to attract new business and build existing bridal accounts. They include carrying distinctive product, forging alliances with other wedding professionals, building sales with coordinated add-ons (that can actually double that $400 sale), and bending over backwards to serve brides.

Money Matters

A wedding invitation conveys much more information than just the time and place of the big event. The right invitation provides guests with cues to the celebration's tone, its degree of formality, proper dress, and other details. Today's bride knows this, and she is more demanding and design-oriented than her counterpart of even five years ago. She often enters a store already having a vision of what she wants.

Patty Renner of Renner's Invitations in Akron, Ohio, has done weddings for four years. She feels that Martha Stewart has reshaped the bridal landscape. "She's made the old new again, and classic formal wedding traditions mainstream," Patty notes. "Years ago brides wanted a nice invitation and open seating. These days, brides look excruciatingly at the minute details of their wedding-favors, seating arrangements, placecards, and escort cards."

To accommodate consumer demand, manufacturers strive to bring a custom look to the market. Mary McCarthy of Blue Marmalade in Minneapolis explains, "We're constantly required to come up with something different. People expect a lot for their money, especially because they're paying more."

And customers are spending more, with the proper enticement. Invitation diva Anna Griffin of Atlanta is known for high-quality product that doesn't scrimp on details. "Even though we're worried about price," she comments, "we don't see any resistance. Customers have told us that our product is the invitation they wanted all their lives, but they didn't know until they saw it. We've been working toward more moderately priced items, but if this year has been anything, it's been about pushing the envelope in terms of quality-not just of design."

Sara Keltsch of The Monogram Shoppe in Ft. Wayne, Indiana, concurs. "Engraving has really taken off-I've had an amazing year for it," she gushes, "It's tied to the economy."

Design Directions

The preferred look of the moment can be described as opulent yet simple. "People want something different, but also understated," Renner observes. She's seen a return to more classic, traditional, and formal designs, characterized by straightforward panels, fabric treatments, sheer overlays, and floral designs in muted color schemes.

Anna Griffin's portrait cards mark a departure from her signature vellum look. "It's all about three dimensional invitations, lots of pieces, and fabulous details," Anna states, "making for a tailored, crisp look." She adds that there's been a huge resurgence in large invitations, with her 8"x8"-square invitation being the season's runaway success. In terms of color, she's using a lot of platinum and silver, and seeing green as a departure from ivory.

Any discussion of invitation trends is not complete without mentioning letterpress. While this printing method has always retained a small, devoted following, it's entered the bridal business in a big way. Vendor Jennifer Rich of Oblation Papers & Press in Portland, Oregon, agrees: "Our bridal business is expanding as people discover letterpress."

Attracting Allies

Because they find it hard to get into some stores due to larger companies' buying programs, some small vendors have forged alliances with other wedding professionals to supplement their business. Gabrielle Raven of Bordering Baroque in Woodstock, New York, is known for her upscale sepia invitations. After Raven bought her own wedding gown from Manhattan designer Reem Acra, the designer began referring her customers to Gabrielle.

Elizabeth Misskotten of Southern Society in Gainesville, Georgia, is a retailer who also produces her own line of invitations. She works with a local bridal consultant, and the two of them refer business to each other. "It has really helped," she attests.

Retailers can follow their lead, teaming with florists, consultants, and gown outlets to everyone's benefit. In fact, a Gifts & Dec 2000 Merchandising Achievement Award winner, The Pleasure of Your Company in Lutherville, Maryland, recently produced a bridal fair with other vendors. Not only did the event result in a Gold Award for advertising and promotion, it brought The Pleasure of Your Company more than $25,000 in new business.

Internet competition

The Internet is approaching dirty-word status among stationers. Everyone has a sob story. Keltch complains about one site that asks a bride to price invitations at brick-and-mortar outlets, then deducts 32 percent.

However, when corners are cut, the margin of error is raised, and this actually benefits the small retailer. Miskotten remarks that "a lot can go wrong with invitations, so the Internet has actually pushed people toward us more. There's a lot of information online, but little of it is really helpful."

Renner, too, has seen many brides coming to her after they've had bad experiences with Internet sites. "They see it as a way to cut costs, but it may very well end up costing more."

Customer Service

Customer service is just the ticket for overcoming the Internet and justifying higher prices. Renner understands that "brides are one of the most difficult customers because everything counts, everything has to be perfect." She offers a gift with every order

as well as a "stress-free guarantee." She admits she may go a bit overboard, but feels that small touches keep everyone happy.

Many brides also desire and appreciate straightforward guidance. Miskotten hands out a "basics" book to provide customers with an invitation overview. "Many brides have little knowledge about invitations," she notes. "People will pay dearly for someone to guide them through the process."

Customer service, when part of a multi-pronged selling program, can retain customers, build word of mouth, and make at least one part of the wedding less stressful.