What does it mean to “Plus” inside your business?
Plussing refers to the continuous improvement and enhancement of products, services, or experiences within a business. This concept was first introduced to me as I listened to Jesse Cole’s podcast, “Business Done Differently”. Jesse Cole is the founder of the Savannah Bananas and if anyone knows how to create experiences, it’s that guy. The way he has crafted every experience for the Savannah Banana fans is unmatched. From the way that tickets are sent out, to the greeting you receive when you arrive at the stadium, to the way the Savannah Bananas end the game, everything has been thought through and executed with excellence. This doesn’t happen by accident, though. The Savannah Bananas intentionally level up every experience in every way they can think of to arrive at such a heightened entertainment level that is world-renowned and hard to beat.
In a saturated market of wedding venues, doesn’t “hard to beat” sound pretty enticing?
Jesse Cole first learned about “Plussing” from the famous Walt Disney. Disney believed in never settling for “good enough” and consistently finding ways to innovate, refine, and elevate offerings to exceed customer expectations. In practice, “plussing” involves paying attention to the smallest details and constantly looking for opportunities to add value or improve the user experience.
For example, in Disney theme parks, this could mean enhancing attractions with new technology or adding subtle storytelling elements that enrich the guest experience. The idea is to surprise and delight customers by offering more than they anticipated, fostering loyalty and creating memorable moments.
How to Plus Inside of Your Wedding Venue Business
“Everything tells a story, and everywhere is a place to entertain” – Jesse Cole, Fans First
The idea of plussing embodies a philosophy that emphasizes going beyond the expected to deliver something extra, creating a sense of magic and delight for customers.
“Plussing” Inside of Your Marketing Channels
In order to figure out where to begin plussing in your business, you need to consider where your customer journey begins. If you think about how your customers find you, most often it’s going to be online. More specifically, it’s going to be on your website.
One way that you can delight your potential customers on your website is by adding engaging features like quizzes, calculators, or interactive infographics to make your content more dynamic and memorable. Another more impactful way to delight customers is having a way for customers to get their questions answered directly on your website.
As a wedding venue owner, my preferred platform was Podium. It’s powerful in technology and function. You can have a customized chatbot on your website, and then when someone inquires about your pricing guide, Podium (connected to Zapier) can send a message automatically to your customers even when you’re off the clock. It helps potential customers get the answers they want in real time. That will help you convert potential customers who downloaded your pricing guide into more bookings. I often help venues setup their marketing funnels. If you are interested in working with me to set up your marketing funnels, I’d love to connect with you HERE.
Another idea for an easy “plus” in your business is giving potential customers some sort of unexpected gift. Gifting something can create a sense of reciprocity and leave a lasting positive impression. Trucker hats are really in right now, and also a little bottle of champagne with a sweet card, or a signature scent candle would really leave a lasting impression here as well. These aren’t things that are expected, but they can show the client before the transaction that you care about going above and beyond. This approach embodies the essence of “plussing” by exceeding expectations and creating a memorable experience that sets you apart from competitors. By surprising potential clients with thoughtful gifts, you’re not just making a sale – you’re building relationships and crafting a reputation for exceptional service from the very first interaction.
Plussing in Your Customer’s Wedding Planning Journey
There are certain standards I set for the venues that I work with that are necessary for the success of the venue: fast communication and five star service. Mastering these two high standards ALONE will set you apart from your competitors and help you build reviews and excellent word-of-mouth referrals.
Besides providing fast communication and five star service, you’re going to want to add in “plussing” experiences in your customer’s wedding planning journey. Here are some examples of creative ways to surprise and delight your bride(s) and groom(s).
Having management call to check in to see how wedding planning is going
I am always surprised when venues don’t have their managers reaching out to clients along their planning process. A simple phone call can show clients that you care, you’re invested in making their day a success, and it gives the client peace of mind that you will proactively take care of problems (in the wedding planning process and on the day of their wedding).
Some other ideas:
- Bottle of champagne at the planning meeting with a hand written note.
- Engraved necklace with new last name initial on it in a box in the bridal suite for the morning of their wedding.
- Taking 3-4 photos using a polaroid camera during their wedding and leaving it in their getaway car for them with a thank you card.
- Making sure you get their drink orders ahead of time and having them ready when they walk back down the aisle. Also, refilling their drinks throughout the night. I would always try to do this for parents, too.
- Having cold water available at the ceremony site on warm days.
- Format their wedding planning timeline in a nice, easy to read document and deliver it earlier than you said you would.
As we explore ways to “plus” in our venues, it’s essential to remember that these gestures are not just about surprising clients; they’re about building lasting relationships and creating unforgettable experiences. Whether it’s a personalized gift, a thoughtful phone call, or a special moment captured during the wedding, each detail contributes to a narrative of care and dedication. By focusing on these personal touches, you not only enhance the wedding day itself but also foster a sense of loyalty and appreciation that can lead to glowing reviews and referrals.
Incorporating these “plussing” strategies into your business model can also help differentiate you from competitors and establish your brand as one that truly values its clients. It’s about moving beyond mere customer satisfaction to creating fans who will champion your brand long after their wedding day. By embracing this mindset, you’re not just selling a service; you’re crafting memories and building a legacy that will resonate with couples for years to come. As you continue to innovate and surprise your clients, remember that the true magic lies in the emotional connections you make and the stories you help create.
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