MBI Direct Mail + Digital

Retail & Local / Events, Recreation & Lifestyle Businesses

Wedding vendor marketing for newly engaged couples, inquiries and bridal-show follow-up

Wedding vendor marketing from MBI is three campaigns for a wedding or party vendor: a newly engaged-couple direct-mail offer campaign, an inquiry Meta lead campaign, and a bridal-show lead capture and referral follow-up campaign.

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Three campaigns

What does a wedding or party vendor mail, run and print?

The short answer

Three campaigns. A newly engaged-couple direct-mail offer campaign, an inquiry Meta lead campaign, and a bridal-show lead capture and referral follow-up campaign. Direct mail can target newly engaged couples with an offer and coordinate that offer with digital advertising through the wedding-planning period. MBI designs the mailed offer, prints it and runs the lead campaign.

The three. Three campaign concepts are recorded for this vertical: a newly engaged-couple direct-mail offer campaign, an inquiry Meta lead campaign, and a bridal-show lead capture and referral follow-up campaign.

One team. MBI is one company that plans, produces, and delivers campaigns from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

direct mail marketing services digital advertising services printing services

Mailer · Direct Mail

Venue open-house mailer: come see the possibilities, a private showcase for couples planning their next chapter, under the vendor’s own lockup, with the room, a laid table and a ceremony arch beneath it, tour the space, meet the team and ask your questions across the foot, and the vendor’s own showcase address below them.
Venue open-house mailer: come see the possibilities, a private showcase for couples planning their next chapter, under the vendor’s own lockup, with the room, a laid table and a ceremony arch beneath it, tour the space, meet the team and ask your questions across the foot, and the vendor’s own showcase address below them.

Direct mail

What does wedding vendor direct mail put in front of a newly engaged couple?

The short answer

An offer. Wedding vendor direct mail can target newly engaged couples with it, and the campaign behind the piece is a newly engaged-couple direct-mail offer campaign. Direct mail can also coordinate that offer with digital advertising through the wedding-planning period. MBI plans the offer, produces the piece and delivers it.

What the sources document. Direct mail can target newly engaged couples with an offer and coordinate that offer with digital advertising through the wedding-planning period.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail mailing lists personalized direct mail direct mail and digital marketing

Postcard · Direct Mail

Consultation postcard: your day, beautifully considered, planning support for celebrations big and small, under the vendor’s own lockup, with design, coordination and rentals across a rule beneath it, a set table and an arch along the foot, and the vendor’s own consultation address on a band below them.
Consultation postcard: your day, beautifully considered, planning support for celebrations big and small, under the vendor’s own lockup, with design, coordination and rentals across a rule beneath it, a set table and an arch along the foot, and the vendor’s own consultation address on a band below them.

Postcard · Direct Mail

Bridal-show postcard: meet the wedding team behind the details, under the vendor’s own lockup, with the showcase it will be at named on a band beneath it, design ideas, vendor connections and consultation bookings across a rule below that, and the vendor’s own showcase address at the foot.
Bridal-show postcard: meet the wedding team behind the details, under the vendor’s own lockup, with the showcase it will be at named on a band beneath it, design ideas, vendor connections and consultation bookings across a rule below that, and the vendor’s own showcase address at the foot.

Facebook and Instagram

Which campaign sits behind wedding venue Facebook ads?

The short answer

An inquiry Meta lead campaign. Wedding venue Facebook ads run on Facebook and Instagram, and the campaign behind them is one of three a wedding or party vendor can run: a Meta lead campaign built around the inquiry. MBI builds the creative and the lead form and runs it.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

digital advertising services direct mail and digital marketing

The inquiry

Meta carousel · Facebook

Bridal-inspiration carousel: find your feel, under the vendor’s own lockup, with modern, garden and classic as three named panels and save your starting point on a band across the foot.
Find your feel
Bridal-inspiration carousel: find your feel, under the vendor’s own lockup, with modern, garden and classic as three named panels and save your starting point on a band across the foot.

Reel · Instagram

Day-of coordination Reel: when the details are held, day-of coordination, the coordinator at work with a laid table beside her and the couple entering the room beneath, and the vendor’s own day-of address on a pill at the foot.
Day-of coordination Reel: when the details are held, day-of coordination, the coordinator at work with a laid table beside her and the couple entering the room beneath, and the vendor’s own day-of address on a pill at the foot.

Landing page · Web

Where the inquiry campaign sends people: your day, clearly planned, a thoughtful starting point for the celebration you are imagining, under the vendor’s own lockup, with design, details and day-of as three iconed marks and a wedding-day timeline being written beside them.
Where the inquiry campaign sends people: your day, clearly planned, a thoughtful starting point for the celebration you are imagining, under the vendor’s own lockup, with design, details and day-of as three iconed marks and a wedding-day timeline being written beside them.

Printing

How does bridal show lead follow up work for a wedding vendor?

The short answer

A bridal-show lead capture and referral follow-up campaign - the campaign is named for both halves, the lead capture at a bridal show and the referral follow-up. Referral follow-up cards are one of the four formats a wedding vendor campaign can have printed, beside consultation handouts, business cards and bridal-show postcards or flyers.

The four formats. Business cards, bridal-show postcards or flyers, consultation handouts and referral follow-up cards.

In house. Printing at MBI is commercial and variable-data printing, in-house, and variable data can change names, offers, imagery, QR codes, and other fields from piece to piece.

USPS Domestic Mail Manual 201.1.2.1 sets commercial card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long, or both, required to be a minimum of 0.009 inch thick; at no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double postcard; and at no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard, within an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive, excepting that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services postcard mailing services direct mail cost

Checklist · Printing

Planning checklist: the planning starts here, under the vendor’s own lockup, ruled into vision, venue, vendors, guest list, timeline and the little things as six ticked panels, with dream, book, plan, invite, prepare and celebrate along the foot above the vendor’s own planning address.
Planning checklist: the planning starts here, under the vendor’s own lockup, ruled into vision, venue, vendors, guest list, timeline and the little things as six ticked panels, with dream, book, plan, invite, prepare and celebrate along the foot above the vendor’s own planning address.

Workbook · Printing

Consultation workbook: make room for what matters, with priorities, timing and questions to bring as three iconed marks, a conversation tool for your planning process beneath them, the vendor’s own ribboned notebook on the table and its workbook address across the foot.
Consultation workbook: make room for what matters, with priorities, timing and questions to bring as three iconed marks, a conversation tool for your planning process beneath them, the vendor’s own ribboned notebook on the table and its workbook address across the foot.

One-sheet · Printing

Vendor-partner one-sheet: good events are built together, under the vendor’s own lockup, the partners around one table, with align, coordinate and deliver as three panels, a starting point for venue, floral, photo, music and catering partners beneath them, and the vendor’s own partners address at the foot.
Vendor-partner one-sheet: good events are built together, under the vendor’s own lockup, the partners around one table, with align, coordinate and deliver as three panels, a starting point for venue, floral, photo, music and catering partners beneath them, and the vendor’s own partners address at the foot.

Both halves

The rules

Where do the rules on a wedding vendor's advertising come from?

The short answer

The same rules as any advertiser's. The FTC states three under the Federal Trade Commission Act: advertising must be truthful and non-deceptive, advertisers must have evidence to back up their claims, and advertisements cannot be unfair. Meta's own standards sit beside them for a wedding vendor's lead ads.

FTC advertising guidance for small business states three basic rules under the Federal Trade Commission Act: advertising must be truthful and non-deceptive; advertisers must have evidence to back up their claims; and advertisements cannot be unfair. An ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material - that is, important to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

digital advertising services local business marketing

The same rules as any advertiser’s

Questions

Questions a wedding vendor asks before it mails

Searched for wedding venue marketing, wedding planner marketing or wedding business marketing? Same work, same answers.

  1. At what stage does a wedding vendor's mail reach a couple?

    At the newly engaged stage. Direct mail can target newly engaged couples with an offer, and the campaign that carries the piece is a newly engaged-couple direct-mail offer campaign. MBI designs the piece, prints it and mails it.

  2. What is a wedding vendor's mailing quote built out of?

    Producing a wedding vendor's mailed offer and mailing it are the two costs every quote resolves to, and seven decisions move those two numbers, among them Quantity, Format and finished size, Paper and weight, and Postage, mail class, and sortation. The other three sit with them at /capabilities/direct-mail/direct-mail-cost, where a wedding vendor's quote is built.

  3. How long before a drop must a wedding vendor's addresses be updated?

    Within 95 days before the mailing date. Each address in a mailing at commercial First-Class Mail presorted or automation prices, or USPS Marketing Mail prices, must be updated by a USPS-approved method - Address Change Service and NCOALink among them - before a wedding vendor's offer drops; mail bearing an alternative address format is excepted.

  4. Which dimensions keep a wedding vendor's postcard at card prices?

    USPS commercial card prices cover a postcard no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch - the standard a wedding vendor's mailed offer is built to. A card more than 4-1/4 inches high or 6 inches long must be at least 0.009 inch thick.

  5. What does Meta expect of a wedding venue's lead ads?

    Meta's advertising standards say advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information. A wedding venue's inquiry lead campaign runs under those standards.

  6. What is a bridal-show lead capture and referral follow-up campaign?

    One of three campaigns a wedding or party vendor can run. It joins the lead capture at a bridal show to the referral follow-up, and referral follow-up cards are among the four printed formats a wedding vendor can use. MBI prints them.

  7. What is printed for a consultation and for a referral?

    Consultation handouts and referral follow-up cards - two of the four formats a wedding vendor campaign can have printed, beside business cards and bridal-show postcards or flyers. Printing at MBI is commercial and variable-data printing, in-house, and variable data can change names, offers, imagery, QR codes and other fields from piece to piece.

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Say which of the three campaigns it is, and the offer the piece should carry. It goes to a real member of the MBI team, not a queue.

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The newly engaged-couple direct-mail offer campaign, the inquiry Meta lead campaign, or the bridal-show lead capture and referral follow-up campaign — and the offer the mailed piece should carry.

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