By Paul Pannone
Gradually and over time grooms are more involved with wedding plans than ever before. For various reasons many are choosing play a greater role in planning the day. In the past the groom had very few responsibilities beyond getting himself and his men fitted for formal wear. But that is no longer the case and respected eWedNewz wedding experts tell why.
“Men are creatures of habit and like things simple,” says wedding analyst, Christine Boulton, of Think Like a Bride. These days Boulton is thinking more like the groom. In her latest article, Marketing to Grooms, Boulton writes,”Much of the marketing we do aimed at women can best be summed up as ‘wooing’. We strike her emotions and become her friend. She buys the team, he buys a commodity.”
Boulton discussed the changing role of the groom with other experts in the Wedding Water saying, “Men are by nature, different than women. They tend to fancy themselves the “protectors”. They also tend to see themselves as more knowledgeable. Now that they are entering an arena that is new to them I predict that they will try to “masculinize’ the process. so yes, their behavior will appear to be ’groomzilla” in style. In reality, they are only doing what comes naturally. It will be up to us, as the wedding professionals to see it for what it is; just a different style of doing business, and respond accordingly.
Celebrity Planner, Samantha Goldberg, recently covered the topic in the New York Times. ”I wrote the article for the NY Times on Groomzillas. Add to Christine’s vocabulary “customerzillas” too. Men want things that are unique to them and their personalities. Last year I actually had ten weddings where the groom hired me. I did not see the bride until the wedding. I asked some if there really was a bride, lol,” says Goldberg.
Efficient ways of speaking to the needs of the groom discussed, including participation in bridal shows, reveal the he is no longer asked to just “show up”. New addition to the group, Anthony Commisso expressed some concerns saying, “ As a professional, I want both buying decision makers in front of me. I don’t take orders or register people with money at my booth, I simply want the appointment.” Commisso told the group, ” If the groom isn’t present, the bride rarely makes the appointment without him. Occasionally she’ll reach out to him by cell or text to get approval, but again if he’s not there, then she’ll take our collateral materials; you then have to go into follow-up mode,” according to Commisso.
Wedding expert, Sheryl Davies, gave her insight regarding bridal shows. ”We have seen the men increase at bridal shows for the past 4 years. Again, it is the couple’s money that is planning the wedding and men have historically not been a part of the wedding organizing. Today, they are equal partners and in some cases the groom is doing the load of the work himself while his bride-to-be is too consumed with work or school.
In an industry that has always been “women only” it is a new reality for the wedding professionals. I have had one planner tell me there is the potential for groomzillas- as they mark their territory in this ever-changing business,” says Davies.
Groom involvement in wedding plans is skyrocketing, according to recent information provided by The Great Bridal Expo.
Bridal show expert, William Heaton of Great Bridal Expo was a major reason for today’s modern-day bridal show format. Heaton’s career spans over four-decades in the bridal show business. Heaton’s participation in the discussion group offers unique insight in both experience but also where the future of bridal shows is going.
Heaton too agrees, the role and impact of the groom’s decision to become more involved is turning heads. “We are presently seeing an all-time high of up to 40% Grooms in certain cities of the US at GBE shows. These are major media markets and it is exactly for that reason that we been looking refine show formats to address areas of special interest’ to the men in attendance. From our perspective this is a highly favorable development, and, perhaps for the Bride too!” according to Heaton.
Discussion group members helping one another with this project, providing outstanding information, data and solutions for the male part of wedding planning. eWedNewz continues to watch the group’s progress and will report the findings in the weeks and months ahead.
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