How to Build Clear Wedding Venue Packages

Creating well-structured wedding venue packages is key to attracting couples and converting enquiries into bookings.

Couples often look for transparent pricing and value when selecting a venue, so offering a range of packages that cater to different needs and budgets can significantly boost your marketing success.

In this blog, we'll explore how to design compelling wedding packages that highlight your venue's unique features and appeal to your target audience. We’ll also delve into the psychology of pricing, using a value ladder, and creating a nurture sequence to keep prospective clients engaged.

Identify Your Venue’s USPs

Start by identifying what sets your venue apart from others. Is it the picturesque countryside setting, on-site accommodation, a luxury bridal suite, or exclusive use of the property? Highlighting these unique selling points (USPs) is essential to crafting packages that showcase the best of what you offer.

For example:

  • Outdoor Spaces - Create a package that emphasises garden or lakeside ceremonies if you have stunning outdoor areas.

  • On-Site Catering - Incorporate in-house catering into your packages and highlight sample menus to give couples a taste of what they can expect.

  • Vendor Partnerships - Mention collaborations with top local vendors like photographers, florists, or wedding planners showcasing the additional value couples will receive by choosing your venue.

Wedding Venue Package at Swinton Park

Offering a range of packages that cater to different needs and budgets can significantly boost your marketing success.

The Psychology of Pricing

Understanding the psychology of pricing can help you craft packages that appeal to couples at different stages of their decision-making process. People tend to perceive price in relation to value, so it's important to position your packages in a way that reflects their worth. Here’s how you can leverage pricing psychology to attract bookings:

Creating a Value Ladder

A value ladder is a strategy where you offer multiple packages at varying price points, providing increasingly greater value as the price increases. This allows you to cater to different budgets while nudging couples toward higher-value packages.

  • Basic Package: This is your entry-level offering, designed to appeal to budget-conscious couples. It should include essential services, such as venue hire and basic items included. Pricing for this package should be transparent and accessible on your website to attract enquiries. This serves as the first step on your value ladder.

  • Mid-Tier Package: Add extra services like catering, decor or entertainment options to the mid-tier package. Couples often compare options and may gravitate toward this option if they see a significant increase in value relative to the price jump from the basic package.

  • Premium All-Inclusive Package: This is your top-tier package that offers the full experience, including exclusive use of the venue, in-house catering, floral arrangements and a luxury bridal suite. By pricing this package as a clear premium option, you can attract couples looking for an all-inclusive, stress-free wedding experience.

By offering packages at various price points, couples can easily compare the value each option provides. The mid and high-tier packages often become more attractive when set next to a lower-cost basic package, leading couples to perceive them as better value for the added benefits they include.

Anchoring and Decoy Pricing

Another pricing psychology tactic is anchoring, where the highest-priced package (premium) serves as an "anchor" that makes the lower-priced packages seem more affordable. Including a mid-tier option with a slight price difference compared to the basic package (but with noticeably more value) can serve as a decoy that encourages couples to "upgrade" for the additional benefits.

Be Transparent with Pricing

One of the top concerns for couples planning a wedding is the cost. While it’s important to provide a starting point for pricing to attract potential clients, leaving some room for further engagement can be beneficial.

  • Basic Pricing - Display a starting price for your entry-level package on your website. For example, "Packages starting from £3,000 for venue hire." This approach provides transparency and sets expectations while gaining their interest.

  • Detailed Pricing Upon Enquiry - For mid-tier and premium packages, provide more detailed pricing information once couples have made an initial enquiry. This allows you to tailor responses based on their specific needs and explain the additional value these packages offer. This also serves as a perfect opportunity to start a conversation and begin building a relationship with the couple.

Use a Nurture Sequence

Booking a wedding venue is a significant investment and couples often need time to consider their options. A well-crafted nurture sequence can keep your venue top of mind and help couples visualise their perfect day at your location.

This multi-step process will guide them through the decision-making journey, showcase your venue's unique offerings, and subtly steer them towards choosing your packages.

Step 1: The Warm Welcome Email

When a couple makes an enquiry or requests pricing information, immediately send an automated but personalised welcome email. Thank them for considering your venue and make them feel special from the start. In this first contact, don’t just list your packages—introduce your venue’s personality.

  • Offer a Sneak Peek: Include a warm introduction to your venue with a link to a captivating gallery or virtual tour. For example, “Step inside our Yorkshire wedding venue and explore the stunning countryside views and elegant reception spaces we offer.”

  • Share Real Weddings: Include links to real wedding stories or highlight reels from previous events held at your venue. This gives couples a glimpse of what’s possible and sparks their imagination. Add a line like, “Here’s how we transformed [Couple’s Name]’s dream into reality.”

Step 2: Present the Value Ladder and Build Excitement

In the follow-up email, introduce the different packages you offer, highlighting the unique benefits of each. This is your chance to start building excitement and guide them towards your higher-value offerings.

  • Create a Visual Experience: Use images to showcase what each package includes. For instance, for the mid-tier package, include a photo of a beautifully set reception area, and for the premium package, feature the exclusive bridal suite or outdoor ceremony space.

  • Use Storytelling: Describe what their wedding day could look like with each package. For example, “With our All-Inclusive Package, imagine walking down a flower-lined aisle in our private garden, followed by an elegant reception in our candle-lit ballroom, complete with gourmet dining and personalised decor.”

Step 3: Share Testimonials and Real Weddings

A couple’s decision is often swayed by the experiences of others. In this email, focus on social proof by sharing testimonials and real weddings to create an emotional connection.

  • Feature Stories, Not Just Reviews: Share a couple of detailed testimonials that include the couple’s story and how your venue helped bring their vision to life. For example, "Read how Sarah and James's rustic wedding dream came true at our venue, complete with a romantic lakeside ceremony and a stunning barn reception."

  • Link to Blog Posts and Galleries: Include links to blog posts, photo galleries, or video highlights that feature weddings held at your venue. Showcase those who opted for your mid-tier and premium packages, allowing potential clients to see the real value of these options.

Couples are often influenced by others' experiences. Link to blog posts, photo galleries, or videos showcasing weddings at your venue.

Step 4: Highlight Special Offers and Seasonal Promotions to Create Urgency

Now that the couple has had time to dream about their big day at your venue, it’s time to offer an incentive to encourage them to take the next step.

  • Create Limited-Time Offers: Mention any special offers or promotions that could add extra value to your packages. For example, “Book our All-Inclusive Package for a Winter Wedding and receive complimentary chair covers and custom table centrepieces. This offer is available only for bookings made before [Date].”

  • Personalise the Message: Tailor the offer to their specific enquiry. If they showed interest in an outdoor ceremony, mention an add-on feature like “a free garden floral arch setup.”

Step 5: Invite Them to Experience Your Venue

The final email in your sequence should focus on creating a personal connection and inviting the couple to experience your venue in person or virtually.

  • Encourage a Site Visit: Invite them to schedule a private tour of the venue. Use language that makes them feel special, such as, “We’d love to show you around and discuss how we can make your dream wedding a reality.”

  • Virtual Meetings as an Option: If they can’t visit in person, offer a virtual meeting where you can walk them through the venue and discuss how each package can be tailored to their needs.

  • Include a Clear Call to Action: Make it easy for them to take the next step. Provide a direct link to schedule a tour, book a virtual meeting, or request a call. Remind them that you’re available to answer any remaining questions.

Showcase Visuals

Words alone won’t do justice to the experience your venue offers. Include high-quality photos of past weddings, ceremony setups and reception layouts to illustrate each package. Visuals create an emotional connection and help couples envision their special day at your venue.

Promote Your Packages

  • On Your Website: Create a dedicated "Wedding Packages" page that features a description of each package, including what’s included and its unique benefits. Use images and testimonials to enhance the page.

  • Social Media and Wedding Directories: Share posts and listings that showcase your value ladder. Highlight different packages in various posts to appeal to a range of couples.

By understanding the psychology of pricing and creating a value ladder, you can appeal to couples with different budgets and preferences, while guiding them toward your higher-value packages. 

Providing basic pricing information upfront attracts enquiries and offering more detailed pricing during follow-up conversations helps build relationships.

Adding a nurture sequence into your sales funnel ensures that you maintain engagement with prospective clients, showcasing your venue’s value and unique selling points. With these strategies, you’ll be well on your way to turning enquiries into confirmed bookings.

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