Understanding Your Target Audience

From Print to Digital – Elevating Your Wedding Business in 2025

In 2025, the wedding industry is more digital than ever - and as someone who’s transitioned from printing a beautiful magazine to building a thriving online presence, I know first hand how powerful this shift can be. In a recent workshop, I spoke about the incredible influence today’s couples (aged 25-35) have - they’re tech-savvy, research-driven, and looking for social proof before they book. My question to you is: Would you buy from you? Is your brand showing up in a way that builds trust, excitement, and connection? Let’s dive into the strategies that will make your business shine in this new digital era!

A little note - When we say 'she' - the bride - we’re not being sexist; we’re simply speaking to the reality of the wedding industry, where most of the planning is driven by women. Of course, this isn’t always the case! Whether it’s a bride, a groom, or two fabulous grooms planning their dream day, love is love, and every couple deserves a wedding that reflects them. We’re here to connect with whoever is leading the charge - because at the end of the day, it’s all about celebrating love, in all its beautiful forms.

Your Insider Guide to Gippsland Weddings!

To our incredible vendors and doers! If you're a wedding vendor in Gippsland looking to connect with couples aged 25-35 who are planning their big day, you’re in the right place. This blog is your go-to space for industry insights, expert advice, and inspiration to help you elevate your brand and reach the couples who need you most.

The 25-35-year-old bride in Gippsland is typically someone who values both tradition and modernity in her wedding planning.

Here's a breakdown of her characteristics and behaviours:

Characteristics:

• Tech-Savvy: She is digitally savvy, she lives on her phone and makes decisions based on aesthetic, reviews, and personal recommendations and loves her digital platforms like Instagram, Google, Pinterest, and wedding directories as well as she loves a modern, fun, ‘surprising’ website and can reference anything in seconds) to gather ideas and to connect with vendors. ***Are you where she Is? Engage on Instagram, TikTok, Pinterest, and bridal directories. She’s looking for YOU there!

• Independent: Often taking charge of planning with her partner, she seeks vendors who offer clear online information and responsive customer service.

• Value-Conscious: While willing to invest in quality, she looks for vendors who offer transparent pricing and clear value propositions.

• Socially Conscious: She may prioritise supporting local businesses           and vendors who align with her values, such as sustainability or inclusivity.

• Modern and drawn to what’s currently trending: She loves fresh, stylish ideas and seeks inspiration from social media, wedding blogs, Pinterest and online directories. She wants a wedding that feels current yet timeless, incorporating the latest designs, fashion etc. that reflect her personality.

• Sentimental and seeks meaningful details that reflect her and her partner’s love story: She values personal touches, traditions, and heartfelt moments that make their wedding uniquely theirs. 

• Emotional Purchaser: Every decision she makes is driven by emotion. It’s not just about price; it’s about trust, connection, and the FEELING she gets when interacting with your brand.

Decision-Making Factors:

• Quality and Style: She gravitates towards vendors who showcase consistent quality and a style that aligns with her vision. How you share online (eg. Instagram is important to her!

• Reviews and Recommendations: Ask for and share testimonials. She trusts other brides more than she trusts you. Positive testimonials and referrals from friends or online reviews heavily influence her decisions. Be ‘Social Proof’.

• Personal Connection: Vendors who engage personally and demonstrate understanding of her vision and needs tend to stand out. Nurture Her Through the Journey. She might follow you for months before booking. Keep showing up, educating, inspiring, and engaging. Our bride is not just booking vendors; she’s curating a wedding experience. She wants to feel heard, valued, and understood.

Positives:

• Creativity and Vision: She brings fresh ideas and enjoys customising her wedding to reflect her personality.

• Resourcefulness: She leverages online resources effectively to streamline planning and finds unique touches for her wedding.

• Community-Minded: Appreciates vendors who contribute positively to the local wedding community and provide a supportive experience.

Negatives:

• Expectation of Quality: She expects vendors to deliver on promises made online or through initial interactions.

• Impatience with Poor Communication: She values prompt responses and clear communication; delays or unclear information can be frustrating.

• Price Sensitivity: While willing to invest, she's cautious about overspending and expects transparency in pricing and then you have the other side - she wants it all, wants it cheap and will buy into trends.

• Needs Validation and Reassurance: Seeks community & validation, whether it’s you, her bridesmaids, family, or an online bridal group, she values opinions and social proof before booking anything.

• Will ghost you.

Understanding these traits can help vendors tailor their offerings and communication strategies to resonate effectively with this demographic, enhancing their chances of being chosen for her special day.

Something Else:

Because you don’t just sell a product or service: You sell confidence, memories, and the wedding of her dreams.

Your Brand Feels Like ‘Her’: She connects with your voice, your visuals, and your energy.

You Make Her Feel Seen & Heard: She’s drawn to vendors who listen, respond quickly, and make her feel like a priority.

You Offer a Seamless, Hassle-Free Experience: She’s juggling work, life, maybe children and wedding planning. If you make her life easier, you’re in.

You Have Social Proof: Real weddings, testimonials, tagged photos, she trusts other brides’ experiences.

You Tell Stories, Not Just Sell Services: She doesn’t just want to see your work; she wants to feel the love stories you’ve helped bring to life.

Know Them, Connect with Them, Sell to Them

Understanding your target audience isn’t just about demographics - it’s about diving deep into their mindset, their dreams, and what truly drives their decisions. The couples of today aren’t just looking for a service; they’re looking for an experience, a connection, and proof that you are the right choice. When you align your branding, messaging, and online presence with what resonates most with them, you’re not just marketing - you’re building trust, excitement, and loyalty. So, take a step back, see your brand through their eyes, and ask yourself - would you buy from you?

Please contact Robyn Bull at robyn@thewebsitewhisperer.com.au.