Design Your Way to SuccessEvery event, starts with an idea, concept or dream. How do we take these ideas and translate them into unique and personalized events? It might seem like we have some secret recipe and unmatched talent. Although, artistic talent and creativity enhance the end product, like every designer, we have created a method to produce the results clients seek. Though many in the wedding industry don’t consider themselves designers, we are all designers in some way, shape, or form, we just design different things.No matter who you are, however, we can get caught in a design rut. Maybe it’s by doing things easier, quicker, and safer, to allow for higher volume while keeping prices down, which is often more profitable. Yet this isn’t the best way to develop a reputation. If you’re on autopilot, compete on price alone, or are afraid to take a risk, you’re losing opportunities for additional revenue. Get unstuck with these design philosophies: 1. Be the trend-setterIt’s easy to duplicate what others have done, but it’s better if you create something others will follow. Client ideas are often pulled from the hottest trends, but it’s your responsibility to find ways to personalize those trends and make the event different. After all, today’s couples want a personalized wedding.2. Know that what can happen vs. what has to happen is different If you focus on what you have to get done, you aren’t leaving yourself open to things that could be done. Experiment, stretch your skills, and encourage your vendors to do the same. You don’t have to reinvent the wheel, but being open to what can happen could surprise you and allow for greater profits.3. The Limits are budget & imaginationClients and logistics may pose restrictions; however that is a challenge to overcome.4. Reduce/avoid traditional elementsThis doesn’t mean “throw everything out the window,” but rather, find ways to reinvent tradition, creating new ones that are more about the clients and not necessarily the ceremony.5. Say, “Yes,” firstThis allows you to keep an open mind to new and creative ideas. But, be careful not to over promise and commit yourself to impossibilities. Under promising and over delivering always make the client happy, so it’s a fine line to walk.6. Think outside the boxDoing this keeps us fresh, unique, and ahead of the competition. You’ll gain an innovative reputation that keeps clients returning.7. Make it fun and memorableThis creates referrals and repeat business—which means more money in your pocket.8. Start an in-depth conversationStart with the dream. This is a conversation with clients. Observe and ask yourself: Who are they? What do their personalities say? How do they interact? What do they do for a living? How do they spend time together and apart? What makes them laugh and cry? The answers will help you see. It’s important to notice clients’ body language, too. Even though they are telling you one thing, their body language might say something else.What do the clients think of when they envision their event? Many have dreamt of their wedding for years and cultivated their Pinterest boards for almost as long. So, what do they want? Why are they asking for it? What do they like/not like about what they are showing you? It’s about more than just products and services, it’s about the end result.When is the wedding taking place? What is the time of year, time of day, etc.? Explore more deeply. Why that time of year? Was it significant or random? Where is the location? Are there space limitations? Location restrictions? Are proper facilities in place? Why did they select this location? Is it family property? Do they love the city? Would they prefer vineyards surrounding the ceremony location? Is it a family tradition? It’s about more than just checking off boxes of important details. It’s about exploring those details.What is the theme, and why? Is there significance to the theme, color, and décor they have requested? Look at what the client wants, and investigate why they want it.How many guests? How do the clients see the event flowing? At this point, we don’t ask, “What is your budget?” because we are still conceptualizing. We address a “target budget,” but only as a jumping off point. Because we are dreaming with them, it often provides an opportunity to take advantage, to some degree, of emotional purchasing. If they realize what they can get, they often don’t want to sacrifice as much—allowing for greater profits.9. You can make it happenHowever you decide to handle design with your clients, remember that this is about what they want and how you can make that happen for them. Only then can you dream your way to a successful event design business.Tina Moran, Oh So Swank, Fresno, Calif.