Bridal Network / bride.ca
Wednesday, September 16th, 2009
Bridal Network Inc. is an online media and advertising company, focusing on the wedding industry. It’s primary market is Canada. The challenge here was the development of a quantifiable online marketing strategy for their “retail” properties, primarily their flagship bridal website, bride.ca
Bride.ca has a seemingly straightforward subject matter: wedding planning in Canada. However, typically, in practice this is an overgeneralisation; potential customers (brides-to-be) will almost never begin their web searches looking for something as general as “planning”. As a result an exhaustive amount of research was initially required, to identify current trends, needs and popular areas of immediate need to brides just beginning their wedding planning process, since (a) there is an overabundance of similar services on the Internet (b) brides-to-be are a rather short-lived customer, completing their purchasing cycle in 4-12 months.
Having identified likely entry-points to the target demographic, a comprehensive strategy was developed and is still monitored and managed on a monthly basis. The campaign includes both regional and categorical niches, precise content generation and leverages the competitive advantages of Bridal Network in their particular market (eg. a large wedding vendor network). Initital results have been extremely encouraging and have helped us identify further approaches and fine-tune our overal plan.
For example, try the following “wedding planning searches” on google.ca:
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