Part of your business growth is to set goals and targets that align you to the kind of clients that will value what you offer and pay the kind of fees your work commands. Connecting to luxury wedding planners should be part of that journey. That said, there are ways and ways to do so, and after 13 years in business as a wedding planner, I can tell you that luxury or not, authentic connection is always the key.
In essence, stop selling and start connecting.
Here are my top 5 tips on how to authentically connect with luxury wedding planners.
1. Engage Naturally on Social Media
Follow planners whose work aligns with your style, but don’t just lurk—interact. Comment on their posts with thoughtful insights (not just heart emojis), reply to their stories, and engage in ways that show you genuinely appreciate their work. The goal is to build familiarity and engage in meaningful conversations. If you stay top of mind, it’s more likely they will remember you when it’s time to explore new photography connections for a new client.
2. Attend the Right Industry Events
Luxury planners network in specific circles. If you want to meet them, show up where they are—think Engage! Summits, RSVP Club events, and so on… But don’t be the person handing out business cards to everyone in sight. Instead, focus on having real, meaningful conversations and letting relationships form naturally. Don’t just sell. These luxury industry events cost money to those attending, so be intentional and strategic. Set a goal to speak to certain planners and fellow suppliers that you feel you’ll be most aligned with, and think about the conversations you’re planning to have, so it’s not just boring small talk.
3. Offer Value Before Asking for Work
Instead of sending cold emails saying “I’d love to work with you,” find ways to genuinely add value. For instance, if you’re a photographer, offer to photograph a planner’s behind-the-scenes process at an event. Invite them to your studio for a team shoot so they can walk away with a handful of new brand photos. If you ask them out for a coffee, offer to take 15 minutes to shoot a few headshots outside. If you’re a hair and makeup artist, ask them if you could do their hair and makeup at their next brand shoot. This kind of collaboration doesn’t go unnoticed, and it gives them a glimpse into how easy it is to work with you.
4. Make Introductions Personal
If you decide to reach out to a planner via email, take your time to check their website for any information about how they like to work with suppliers. Reach out to them on social media to briefly ask what’s the best way to share your info pack. If you’ve been building a relationship following the above points, it should come easy to make it specific and personal. Instead of a generic “I’d love to collaborate,” reference conversations you’ve had that were inspiring, a wedding of theirs you admire, what you loved about it, and how your style complements their vision. Planners appreciate suppliers who understand their brand and aren’t just looking for exposure.
5. Be Consistently Present
One DM or event meeting isn’t enough. If you want to build strong relationships, be consistently visible—commenting, supporting, and showing up in ways that feel natural. Luxury planners work with people they trust, and trust is built over time.
I’d love to know if you’ve implemented these tips and how got on with building relationships!
Looking for more tailored strategic help to support your business growth? My SOAR One-day intensive could be the perfect service to help you dissect your business and map out the steps you need to take to get to the next level, earn more and work less.
Photo: Post image Zonzo / Featured image Fiona Kelly
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