Website Design · Paid Advertising
TailorMade Weddings
TailorMade helps wedding vendors grow, and they had a great product but a message that wasn’t landing, so we repositioned the brand and changed how they sell.
TailorMade Weddings is a consultancy for wedding venues, photographers and videographers across Australia and the US. They have a genuinely strong product, helping wedding vendors grow through consultancy and marketing support, but they were struggling to communicate that to the people who needed it. What we found was a disconnect between their message, their product and their target market. The wedding industry is saturated with consultants and experts, and what it is short on is authenticity and trust.
So our strategy started with a new website and a simple but deliberate brand evolution, taking them from a middle market feel to genuinely top tier, high end, luxurious and refined. What we know about wedding vendors is that almost all of them, even the lower and middle tier ones, want to become high end, and because the industry is mostly service based, that shift is possible. The new site reads as expertise before you have read a single word, and it gives every vendor something to aspire to.
The old way
Before we started, TailorMade’s paid strategy leaned on a guarantee, the classic we will get you five booked weddings in ninety days. It is the kind of promise that pulls in leads, but it pulls in the wrong ones, and it puts the brand in a race to the bottom with every other consultant making the same claim.
What we changed
With the repositioning in place, we let them boldly stand behind their brand instead. No guarantees and no promises, just expertise. On the paid side that meant targeting the pain points their ideal vendors feel, rather than dangling a number, so the ads did the work of qualifying people before they ever enquired.
The results
The outcome
Their cost per lead did go up, from around $6 to $9, which on paper looks like the wrong direction. But their conversion from lead to sale climbed from less than 1% to 4%, and far more importantly, the quality of lead completely changed. TailorMade is now working with wedding vendors who know exactly who they are, need the services on offer, and genuinely see them as the experts who can deliver.
The creative
