Minnesota Wedding Venue: An Automation Success Story

In Case Study, Marketing Automation by Kevin SwitalaLeave a Comment

When we first met with our friends at one Minnesota farm-style wedding venue, they were completely overwhelmed. In the past, when they hosted 12 weddings a year, the venue’s manual operations sufficed. When we met them, however, they were hosting 30-50 weddings each year and still running their business 100% manually. They knew things needed to change and called on us for help.

At our first meeting at their beautiful B&B, they showed us the 16+ page spreadsheet taped to the wall that they used to keep track of tasks for each booking. When a task was complete, they would highlight it. In that moment, I looked over at Kevin and could see that he was on the verge of convulsing while I began dreaming about a bottomless glass of chardonnay. Whew! We assured our new client that we could help and watched them, almost instantaneously, sink back into their chairs and breathe a huge sigh of relief.

Automation to the rescue!

The challenge

On account of business growth, our client could no longer keep up with the communication demands at their wedding venue. Sending the right communication at the right time to the right couple was not feasible with their manual system. Add to that, collecting deposits at the appropriate time and continuing to provide an exemplary customer experience? It was all too much.

We took action!

We got to work documenting this venue’s on-boarding process for new couples and we identified opportunities to enhance and streamline it. We also researched and identified technological solutions that would benefit their business operations.

Our solutions

Ultimately, we were able to set our client up with a process for online contracts and payment collection and a system for assigning tasks and sending out reminders to the happy couples. We created an automated solution to allow brides and grooms to book a tour of the facility online 24/7 and developed an automated follow-up campaign for post-tour feedback.

Automations we implemented

Wedding / Event Automation:

We automated their spreadsheet content including all the tasks and timed communications that are required for 75-100 weddings across a 24-month timespan. We also automated tasks that are embedded into this process so venue staff members know when they need to be engaged. This automation ends with a “Happy 1st Anniversary!” message to the happy couple.

Sales and Tour Automation:

We automated a “schedule a tour” feature online so couples can choose a time that works for them based on the venue’s availability since this feature integrates with their calendar. The system sends a text and email to both the couple and venue staff with tour reminders. It also automates custom next-steps:

  • Closed deals lead to automated contracts (with e-signature) and payment processing.
  • Follow-up or Just Shopping outcomes trigger timed communications such as an opportunity to remind the couple what sets their venue apart from other area wedding venues.
  • Integration to Quickbooks and automated triggers move the couple into the Wedding automation as applicable.

Tighter System Integration:

We have Contact Us, Schedule a Tour and Request Information forms that are embedded into the venue B&B and Weddings websites that tightly integrate multiple systems and allow for direct and automatic entry into the automated systems.

In the end, we helped our client save 20-30 hours per month in administrative tasks (a number that has since doubled!), which allows them to spend more time focusing on growing their business. Our follow-up campaign dramatically increased their conversion rates and on account of streamlined systems, the customer experience has vastly improved. Today, this Minnesota Wedding Venue is receiving more referrals than ever and they are back to doing what they love while automation does the heavy lifting!

Ready to get more time back each month?

Think about how many steps are in your business  or sales processes. Think about the areas in your business where you are performing steps that are repeatable or that are being duplicated. At Wild Fig Marketing, we specialize in helping you document your processes, finding areas where automation will save you the most time and money, and implementing these systems using an automation tool that best suits your needs and other integrations for flexibility. If you’re ready, click below to sign up for a free 15 minute exploratory call today!

 

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