This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
Have you ever had to organise a wedding?
Recently hearing about the challenges a couple were facing with the seating arrangements at the bridal table, not to mention the seating for the guests, it sounded like the proverbial Gordian Knot.
Past relationships and current emotions meant that while the bride and groom wanted all of the extensive bridal party there, they had to carefully consider not only which bridesmaid was paired with which groomsman but also how and where they were seated at the bridal table to minimise the awkwardness and potential conflict that could arise when the champagne started flowing.
A world record wedding has taken place at Rudding Park Hotel in Harrogate North Yorkshire. Amy Ewing and Alex Simmonds smashed the previous Guinness World record for Bridesmaids and Ushers by having a massive 136 Bridesmaids and 97 Ushers (Photo: Ross Parry / SWNS)
The discussions on this between the bride and groom became so heated at times as both had different perspectives on their respective friends and their pasts. Some in the family thought that the bridal table seating could lead to divorce before they even walked down the aisle.
More importantly, neither wanted one of their friends to miss out on being part of the bridal party on the day.
It made me think about the struggles that some marketers are facing when they are trying to organise their agency roster. The agencies are on the roster for a range of reasons and the marketer wants them all there, but it just does not seem to be working.
It is in circumstances like this that we effectively become Wedding Planners and Relationship Guidance Counsellors. Let me explain.
The art of selecting the bridal party
The first decision is who do you really want in your bridal party? Typically you usually want those people closest to you – family and friends. But if we are talking about an agency roster, sure, beyond those closest to you, that is who understand you and are aligned to your values, the agencies also must have the skills and capabilities you need.
The next decision is the size of your bridal party. This is easy if you only have a few very close family and friends, but you also do not want to end up with a huge group that takes all your time to manage and organise, much like your agency roster. The more agencies on the roster the more time it will take managing them and trying to get them aligned and working together.
Just like a bridal party, you would hope that everyone involved is there with the best intentions, that is to ensure the bride and groom enjoy a fantastic and memorable day. But also like a bridal party it is made up of a number of individuals, who bring their own ideas, experiences and expectations to the party, which are not always aligned.
The larger the bridal party, the greater the diversity of ideas and expectations and the more care and attention the bride and groom need to take in managing the outcome.
Therefore the right number for the bridal party is as many people as you must invite to join and as minimal as possible to make it manageable. Of course you do not want to leave anyone out who will be offended, just as you do not want to drop an agency from your roster who has been loyal and hard working either.
It is simply a matter of working with the circumstances you face to ensure the best possible outcome for all involved. But ultimately it is the bride and groom’s special day and so everyone should be aligned to delivering that outcome.
The placement at the bridal table
Continue reading “Don’t divorce your agency when you can simply change the place settings at the bridal table”