What’s the Deal with Micro-Weddings?
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Photo by Avonne Stalling from Pexels
Intimate weddings have always been around, but have grown exponentially in the last five years as couples seek to make the most out of their budget and shed the stressors that come with a large-scale wedding. As you can imagine, the current COVID-19 pandemic has put a lot into perspective and, in addition to the small elopements happening throughout, we anticipate continued growth in the micro-wedding market after we resume normal operations.
Let’s address some of the biggest questions surrounding micro-weddings.
Why go small?
Prior to the pandemic, we were very much in a market that targeted lavish events for increasingly longer guest lists. With intimate weddings, you don’t have to sacrifice the luxury for size; in fact, they open up the budget for a higher price per person and additional amenities not normally afforded in a large-scale wedding.
One of the primary reasons couples opt for a micro-wedding is to simplify the planning process. These tiny weddings typically only take six to eight months to plan, which can be half the time it takes to plan a full-service wedding. Likewise, they often entail all-inclusive packages which allow the couple to enjoy their engagement without getting lost in the weeds of planning.
They also get to skip the pressure of inviting everyone in their social circle, including that cousin they met once as a child. Intimate weddings are for the closest family and friends, which turns the often-stressful wedding experience into a comfortable get-together with loved ones.
What do intimate wedding clients look for?
They mainly want the same things as a traditional couple! They want reliable vendors, custom touches, and an unforgettable guest experience. Additionally, they do tend to be more flexible and value stress-free planning more than a typical couple.
What should I consider when creating micro-wedding packages?
First and foremost, you need to consider your market and your clientele. Do you target locals or destination clients? Who is typically booking you? Are you turning down requests for micro-weddings? What are the trends in your inquiries?
You also need to consider your team’s capacity. How much time are you willing to invest into micro-weddings and who will oversee this side of your business? At what point does your team become stretched too thin? Are you prepared to hire more people if needed?
The answers to these questions look different from everyone, so I encourage you to dig deep to see if this is the right move for you.
What would a micro-wedding package look like for a caterer?
If you’re interested in doing more intimate weddings, you’re probably wondering how you can get involved and how it will look for your business. Venues and planners typically reserve weekdays for smaller weddings (in addition to corporate events), so they can still make the most out of their weekend dates with full-service celebrations. Caterers are a bit more flexible, but likely share the same mindset. This is a business, so you need to make profitable choices!
Your best bet is to go through your creative partners and discuss the topic with them. Tell them you’re on board and to keep you in mind for micro-wedding packages. My number one tip: Be easy to work with! When we plan micro-weddings, we are not looking for anything complicated. The timeline is set, the couple knows what they get, and we don’t have to spend hours on every item. Thus, we look to work with vendors that will share that idea and represent our brand, even when we’re not there.
In terms of pricing, we see that it’s typically an hourly charge for service providers. Venues and planners may have all-inclusive packages that include the services of other vendors, so they’ll be able to talk you through the options of going small.
How do I market micro-weddings?
To start, you need to decide how you will present this new service. You have a few options:
Separate brands under the same umbrella
Separate division within the same company
Additional package option added to your existing offers
Ultimately, you can decide to launch a new brand entirely or simply add it to your service list. It really depends on your current business structure and brand reputation. We have two separate websites but our main planning site links to our intimate wedding site.
Once you nail down your direction here, you can market in the same way you would any business endeavor: guest articles, podcast pitches, advertising, and real wedding submissions. You need to get your brand out there and open up your business to the micro-wedding market.
What are some of the top challenges with micro-weddings?
You didn’t think it was all roses and rainbows, right? Every type of wedding comes with its challenges, but micro-wedding obstacles are generally more manageable than full-service. Here are the top three challenges we face:
Setting boundaries
Yes, sometimes micro-wedding couples feel entitled to a full-service experience. Address this by including a clear description in the contract of what is and isn’t included. Don’t include more than you’ve agreed to and use gentle reminders when needed, pointing back to the contract.
Too many options
Remember: Micro-wedding couples want less stress, so it’s best to simplify their options and keep it basic. A prix-fixe menu with a set bar is quick and easy for everyone involved. You can still add upgrades for couples to customize, but start by giving them only a few options and allow them to expand from there if desired.
Losing office time
With many intimate weddings taking place during the week, you need to be mindful of your weekday time spent in the office. Don’t take on so many micro-weddings that you’re sacrificing the time you need to work on full-service events.
Micro-weddings are so much fun — there’s no denying that. We become really close with all of our intimate wedding clients. But, we also run a business, so it needs to be worth our time. Consider what your life would look like if you start offering this service. Will it take away from your full-service business or will it add to it? How profitable will it be? If you’re ready to take on micro-weddings, start by revisiting your offerings and do a creative audit of your marketing and sales efforts to see how you can better position yourself for this niche space.
Emily Sullivan is the owner of Emily Sullivan Events, a full-service wedding planning company based in New Orleans and serving couples everywhere.
