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Brandi Zrallack, Director of Corporate Market Operations
Today, across the country, I have witnessed a downturn in wedding professionals turning out to networking events. I can tell you, when I was a wedding planner, I hit every networking event I could to build my business. I've witnessed today's superstar wedding professionals, those that were yesterday's "nobodies," growing their business through constant and effective networking activities.
 Three years ago, I remember vividly meeting with a wedding professional in her home. The day of our meeting, in the midst of our conversation, suddenly the lights went out. There was a man in her front yard and she immediately ran out to find out what was going on. Her power had been turned off. That's right. She was surely struggling financially. As for her company, she was either just emerging, or people in the industry had no idea who she was. She started advertising with Perfect Wedding Guide and in less than 3 months could no longer pay her bill and had to drop out of the magazine.
In the 6 months that followed, she began networking and taking advantage of opportunities within the industry. Let me tell you...all of a sudden she was everywhere! She was at every networking event. She was performing her craft, either on trade or volunteering her services, and her logo was on nearly every event and opportunity in town. It seems that overnight, everyone in the industry knew who she was.
At that point, business began coming to her and she chose to reinvest in herself by coming back to Perfect Wedding Guide in a big way. She stayed out there and in front of brides and wedding professionals at every turn. Just because she was busy, she didn't suddenly drop networking or advertising or bridal shows. She continued on because she suddenly experienced the reality that if you want to be in business for profits, people have got to know you're there and you've got to stay top of mind.
At a luncheon, approximately 9-12 months after her power had been shut off, she said to me, "Brandi, I'm going to hit 6-figures this year." What an incredible comeback that was fueled by networking!
I've heard just about every excuse in the book when it comes to why people can't network.
1. I have no time for networking.
2. Networking is just a bunch of "newbies" in the industry.
3. I don't want to pay for networking.
4. It's too cliquish.
5. Why should I network, when I have social media?
The list goes on and on and on. However, successful and thriving businesses are not based on excuses. They're based on action. If you choose to stay away from regular networking events, you're only handing your potential business to your competition that is networking. The vendor mentioned above created a vacuum in her category and all the other vendors felt the pinch. If you want to grow and thrive, the name of the game is: top of mind!
Social media has brought us further in staying connected to one another, BUT social media will never be as effective as getting in front of people. Having real live conversations with people and building relationships with them is critical.
Today, Pasha Davis of Bridal Flavors told us, "I attended my first Guild luncheon in April in Raleigh and met Contonna Peterson of Bartending Unlmited. Since then we have regularly spoken outside of the luncheons and sent business to each other. So many doors have been opened for me just by meeting her and others from the Guild luncheons. I know both of our businesses have grown."
I cannot stress enough the importance of networking and being seen in places where you can stay top of mind with wedding professionals in the industry. The wedding business is a revolving door. Networking is an essential component to your complete marketing campaign and it should be part of your annual budget. Get involved in events by sponsoring or donating services to show people what you're all about. Take the opportunities that networking provides and earn referrals into your future. It may be tough to meet new people, it may be intimidating, but in the end, it will be worth your time and the few dollars you spend on it. | 
