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PRESENTATION GIVES TIPS ON REACHING BRIDES AT THEIR HEART.

Byline: Jessica Goldbogen

NEW YORK-It's no secret that the bride is one of a tabletop brand's most important and loyal consumers. But today's brides have a different mind-set than generations past and are attracted to a different branding message, said Nina Lawrence, vice president and publisher, Fairchild Bridal Group, during a presentation at the tabletop market earlier this month.

Fairchild Bridal Group is part of Fairchild Publications, which also owns HFN.

Lawrence referred to this era as the "Attention Economy," because of the multitude of messages that consumers are barraged with from the media. The way to cut through the muddle, she said, is to appeal to a consumer's emotions.

"Emotionally based brand loyalty is the next generation of what we need to accomplish," Lawrence said. "Consumers have higher expectations, and they need emotional pull to help make decisions. They want more ways to connect with their products." In this type of marketing, she added, conveying product features and benefits is irrelevant.

Brides today are part of the "Echo Boomer" generation, children of baby boomers who have a sense of entitlement, and this feeling of specialness is what drives emotionally based decisions as they seek out personalized, unique and customized products and experiences.

This generation, which grew up with a generous disposable income and a high comfort level with technology, readily shares news about the brands and shops they've discovered with a large network of friends.

Lawrence emphasized how crucial the bridal market is by pointing out that the typical bride makes about 122 purchase decisions while engaged. She added that 57 percent of brides shop in stores or buy brands that they have not experienced before, and three years after their wedding, 96 percent of women still shop the same brands and stores they discovered while engaged.

"We can create brands and experiences that meet their expectations better than they do now," Lawrence said. Among the key things for tabletop marketers to know about today's first-time brides and grooms is that they are stylish but not formal; alcohol and wine are important components of their entertaining style; and they entertain and cook together frequently.
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Title Annotation:Fairchild Bridal Group
Author:Goldbogen, Jessica
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Geographic Code:1USA
Date:Nov 15, 2004
Words:355
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Next Article:ARC'S TRIUMPH; THE COMPANY'S RENEWED FOCUS ON THE DIRECTION OF ITS BRANDS PAID OFF AT THE NEW YORK FALL TABLETOP SHOW.
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