Latest / Wedding Pros who are ready to grow - with Becca Pountney / A decade of data you need to know about. With Damian Bailey

Transcript

A decade of data you need to know about. With Damian Bailey · Wedding Pros who are ready to grow - with Becca Pountney

• 0:00
  My
• 0:00
  service
• 0:00
  has
• 0:02
  value,
• 0:02
  has
• 0:02
  a
• 0:03
  higher
• 0:03
  value
• 0:03
  than
• 0:04
  I
• 0:04
  first
• 0:04
  thought.
• 0:05
  I
• 0:05
  start
• 0:05
  when
• 0:06
  I
• 0:06
  first
• 0:06
  started,
• 0:06
  I
• 0:06
  charged
• 0:07
  nowhere
• 0:07
  near
• 0:07
  what
• 0:07
  it
• 0:07
  was
• 0:07
  worth.
• 0:08
  Even
• 0:08
  at
• 0:08
  the
• 0:08
  beginning.
• 0:08
  I'm
• 0:09
  now
• 0:09
  charging
• 0:10
  what
• 0:10
  I'm
• 0:10
  worth.
• 0:11
  It's
• 0:11
  more
• 0:11
  than
• 0:12
  most.
• 0:13
  I
• 0:13
  get
• 0:13
  fewer
• 0:14
  bookings,
• 0:14
  but
• 0:15
  I
• 0:15
  get
• 0:15
  better
• 0:15
  bookings.
• 0:16
  And
• 0:16
  I
• 0:17
  get
• 0:17
  couples
• 0:17
  who
• 0:17
  appreciate
• 0:17
  the
• 0:18
  difference.
• 1:09
  I'm
• 1:09
  Becca
• 1:09
  Pountney,
• 1:10
  wedding
• 1:10
  business
• 1:11
  marketing
• 1:11
  expert,
• 1:12
  strategist,
• 1:12
  speaker,
• 1:13
  and
• 1:13
  author.
• 1:14
  Over
• 1:14
  the
• 1:15
  last
• 1:15
  decade,
• 1:15
  I've
• 1:15
  combined
• 1:16
  my
• 1:16
  love
• 1:16
  of
• 1:16
  marketing
• 1:17
  with
• 1:17
  my
• 1:17
  knowledge
• 1:17
  of
• 1:17
  the
• 1:18
  wedding
• 1:18
  industry
• 1:18
  to
• 1:19
  help
• 1:19
  thousands
• 1:19
  of
• 1:19
  wedding
• 1:20
  pros
• 1:20
  and
• 1:20
  venues
• 1:20
  just
• 1:21
  like
• 1:21
  you
• 1:21
  learn
• 1:22
  new
• 1:22
  skills,
• 1:23
  strategize,
• 1:24
  get
• 1:24
  re
• 1:24
  energized
• 1:25
  and
• 1:25
  grow
• 1:25
  their
• 1:25
  businesses.
• 1:26
  Because
• 1:26
  after
• 1:27
  all,
• 1:27
  that's
• 1:28
  how
• 1:28
  you
• 1:28
  stay
• 1:28
  top
• 1:28
  of
• 1:29
  your
• 1:29
  game.
• 1:29
  Whether
• 1:30
  you're
• 1:30
  brand
• 1:30
  new
• 1:30
  into
• 1:30
  this
• 1:31
  industry
• 1:31
  or
• 1:31
  been
• 1:32
  here
• 1:32
  forever,
• 1:32
  I
• 1:33
  want
• 1:33
  to
• 1:33
  help.
• 1:34
  So
• 1:34
  grab
• 1:34
  a
• 1:34
  cup
• 1:34
  of
• 1:35
  tea
• 1:35
  or
• 1:35
  a
• 1:35
  cocktail,
• 1:36
  sit
• 1:36
  back
• 1:36
  and
• 1:37
  enjoy
• 1:37
  a
• 1:37
  brand
• 1:37
  new
• 1:37
  episode
• 1:38
  of
• 1:38
  my
• 1:38
  award
• 1:38
  winning
• 1:39
  podcast,
• 1:39
  Wedding
• 1:40
  Pros
• 1:40
  who
• 1:40
  Are
• 1:40
  Ready
• 1:41
  to
• 1:41
  Grow.
• 1:41
  Let's
• 1:42
  get
• 1:42
  going
• 1:42
  with
• 1:42
  today's
• 1:43
  episode.
• 1:48
  Today
• 1:48
  I'm
• 1:48
  chatting
• 1:49
  with
• 1:49
  Damian
• 1:49
  Bailey,
• 1:50
  founder
• 1:50
  of
• 1:50
  the
• 1:50
  Wedding
• 1:51
  Industry
• 1:51
  Awards.
• 1:52
  But
• 1:52
  today
• 1:52
  we're
• 1:52
  not
• 1:53
  actually
• 1:53
  talking
• 1:53
  about
• 1:53
  awards.
• 1:54
  Instead,
• 1:54
  we're
• 1:55
  chatting
• 1:55
  about
• 1:55
  a
• 1:55
  topic.
• 1:56
  You
• 1:56
  know
• 1:56
  that
• 1:56
  I
• 1:57
  love,
• 1:57
  data.
• 1:58
  Having
• 1:58
  surveyed
• 1:59
  over
• 1:59
  32,000
• 2:00
  couples
• 2:01
  over
• 2:01
  11
• 2:01
  years
• 2:01
  of
• 2:01
  running
• 2:02
  the
• 2:02
  awards,
• 2:02
  this
• 2:03
  week
• 2:03
  sees
• 2:03
  the
• 2:03
  release
• 2:03
  of
• 2:04
  a
• 2:04
  brand
• 2:04
  new
• 2:04
  industry
• 2:05
  report
• 2:05
  covering
• 2:06
  a
• 2:06
  decade
• 2:07
  of
• 2:07
  data.
• 2:08
  Today
• 2:08
  we're
• 2:08
  going
• 2:08
  to
• 2:08
  dive
• 2:09
  into
• 2:09
  the
• 2:09
  data
• 2:09
  and
• 2:10
  see
• 2:10
  what
• 2:10
  it
• 2:10
  can
• 2:10
  tell
• 2:10
  us.
• 2:11
  Damien,
• 2:11
  welcome
• 2:12
  back
• 2:12
  to
• 2:12
  the
• 2:13
  podcast.
• 2:14
  Becca,
• 2:14
  hi.
• 2:14
  Lovely
• 2:15
  to
• 2:15
  be
• 2:15
  back.
• 2:15
  Thanks
• 2:16
  for
• 2:16
  having
• 2:16
  me.
• 2:16
  I
• 2:17
  am
• 2:17
  very
• 2:17
  excited
• 2:18
  to
• 2:18
  have
• 2:18
  you.
• 2:18
  When
• 2:18
  your
• 2:18
  email
• 2:19
  landed
• 2:19
  in
• 2:19
  my
• 2:19
  inbox
• 2:20
  saying
• 2:20
  that
• 2:20
  you
• 2:20
  had
• 2:21
  a
• 2:21
  new
• 2:21
  data
• 2:21
  report,
• 2:22
  I
• 2:22
  think
• 2:22
  I
• 2:22
  emailed
• 2:23
  back
• 2:23
  almost
• 2:23
  immediately
• 2:24
  to
• 2:24
  say
• 2:24
  yes,
• 2:25
  come
• 2:25
  on
• 2:25
  the
• 2:25
  podcast.
• 2:26
  Because
• 2:26
  people
• 2:27
  who
• 2:27
  listen
• 2:27
  to
• 2:27
  this
• 2:27
  podcast
• 2:28
  know
• 2:28
  that
• 2:29
  I
• 2:29
  love
• 2:29
  some
• 2:29
  data,
• 2:30
  I
• 2:30
  love
• 2:30
  some
• 2:30
  stats,
• 2:31
  I
• 2:31
  love
• 2:31
  an
• 2:31
  industry
• 2:32
  report.
• 2:32
  So
• 2:32
  I'm
• 2:32
  thrilled
• 2:33
  that
• 2:33
  you've
• 2:34
  taken
• 2:34
  your
• 2:34
  data
• 2:35
  and
• 2:35
  you've
• 2:35
  done
• 2:35
  something
• 2:36
  with
• 2:36
  it.
• 2:36
  But
• 2:36
  before
• 2:36
  we
• 2:37
  get
• 2:37
  there,
• 2:38
  people
• 2:38
  didn't
• 2:38
  hear
• 2:38
  our
• 2:39
  previous
• 2:39
  episodes.
• 2:40
  Just
• 2:40
  give
• 2:40
  people
• 2:40
  a
• 2:41
  very
• 2:41
  quick
• 2:41
  brief
• 2:42
  rundown
• 2:42
  of
• 2:42
  who
• 2:42
  you
• 2:43
  are
• 2:43
  and
• 2:43
  how
• 2:43
  you
• 2:44
  got
• 2:44
  to
• 2:44
  where
• 2:44
  you
• 2:44
  are
• 2:44
  today.
• 2:45
  Okay.
• 2:46
  My
• 2:46
  name
• 2:46
  is
• 2:46
  Damian
• 2:47
  Baillie.
• 2:47
  I
• 2:47
  am
• 2:48
  a
• 2:48
  wedding
• 2:48
  photographer
• 2:49
  by
• 2:49
  trade,
• 2:50
  if
• 2:50
  that's
• 2:50
  the
• 2:50
  right
• 2:50
  phrase.
• 2:51
  I've
• 2:51
  been
• 2:52
  a
• 2:52
  wedding
• 2:52
  photographer
• 2:53
  since
• 2:53
  2003.
• 2:54
  I've
• 2:54
  shot
• 2:55
  just
• 2:55
  over
• 2:55
  a
• 2:55
  thousand
• 2:56
  weddings
• 2:56
  in
• 2:56
  that
• 2:56
  time.
• 2:57
  And
• 2:58
  off
• 2:58
  the
• 2:58
  back
• 2:58
  of
• 2:58
  my
• 2:59
  experience
• 2:59
  in
• 2:59
  the
• 2:59
  wedding
• 2:59
  industry,
• 3:00
  back
• 3:00
  in
• 3:00
  2011,
• 3:01
  we
• 3:02
  set
• 3:02
  up
• 3:02
  the
• 3:02
  Wedding
• 3:03
  Industry
• 3:03
  Awards
• 3:04
  because
• 3:05
  the
• 3:05
  industry
• 3:05
  was
• 3:06
  in
• 3:06
  need
• 3:06
  of
• 3:06
  a
• 3:06
  rigorous,
• 3:07
  credible
• 3:08
  awards
• 3:08
  process
• 3:09
  based
• 3:09
  on
• 3:10
  music
• 3:11
  experience,
• 3:11
  client
• 3:12
  voting,
• 3:12
  and
• 3:13
  expert
• 3:13
  opinion.
• 3:14
  And
• 3:15
  we've
• 3:15
  been
• 3:15
  doing
• 3:15
  so
• 3:15
  Ever
• 3:16
  since
• 3:17
  Tweer
• 3:17
  as
• 3:17
  we
• 3:18
  call
• 3:18
  it,
• 3:18
  because
• 3:18
  it
• 3:18
  saves
• 3:19
  about
• 3:19
  half
• 3:19
  an
• 3:19
  hour
• 3:19
  a
• 3:19
  day
• 3:20
  in
• 3:20
  our
• 3:20
  office
• 3:20
  than
• 3:20
  saying
• 3:21
  the
• 3:21
  wedding
• 3:21
  industry
• 3:21
  awards
• 3:22
  each
• 3:22
  time
• 3:23
  Tweer
• 3:24
  is
• 3:25
  going
• 3:25
  strong
• 3:26
  and
• 3:26
  is
• 3:27
  the
• 3:27
  benchmark
• 3:27
  of
• 3:28
  quality
• 3:28
  in
• 3:28
  the
• 3:28
  wedding
• 3:29
  industry.
• 3:29
  So
• 3:29
  that's
• 3:30
  where
• 3:30
  we're
• 3:30
  at
• 3:31
  right
• 3:31
  now.
• 3:31
  Amazing.
• 3:32
  And
• 3:32
  if
• 3:32
  people
• 3:32
  want
• 3:32
  to
• 3:32
  know
• 3:32
  more
• 3:33
  about
• 3:33
  the
• 3:33
  awards,
• 3:33
  we
• 3:33
  did
• 3:33
  cover
• 3:34
  it
• 3:34
  in
• 3:34
  two
• 3:34
  episodes
• 3:35
  because
• 3:35
  there
• 3:35
  was
• 3:35
  so
• 3:36
  much
• 3:36
  for
• 3:36
  us
• 3:36
  to
• 3:36
  talk
• 3:36
  about.
• 3:37
  Which
• 3:37
  if
• 3:37
  people
• 3:37
  want
• 3:37
  to
• 3:37
  go
• 3:38
  back
• 3:38
  and
• 3:38
  listen,
• 3:38
  we're
• 3:38
  episode
• 3:39
  129
• 3:39
  and
• 3:40
  1,
• 3:40
  3,
• 3:41
  2.
• 3:41
  So
• 3:41
  if
• 3:42
  you
• 3:42
  want
• 3:42
  to
• 3:42
  know
• 3:42
  more
• 3:42
  about
• 3:42
  the
• 3:43
  awards
• 3:43
  and
• 3:43
  how
• 3:43
  to
• 3:43
  make
• 3:44
  the
• 3:44
  most
• 3:44
  of
• 3:44
  awards
• 3:44
  and
• 3:44
  why
• 3:45
  awards
• 3:45
  matter
• 3:45
  to
• 3:46
  your
• 3:46
  business,
• 3:46
  go
• 3:46
  back
• 3:46
  and
• 3:46
  listen
• 3:47
  to
• 3:47
  those.
• 3:47
  But
• 3:48
  today,
• 3:48
  as
• 3:48
  I
• 3:48
  said
• 3:48
  in
• 3:49
  the
• 3:49
  introduction,
• 3:49
  we're
• 3:49
  talking
• 3:49
  about
• 3:50
  all
• 3:50
  things
• 3:51
  data.
• 3:52
  So
• 3:52
  I
• 3:52
  want
• 3:52
  to
• 3:53
  know
• 3:53
  about
• 3:54
  why.
• 3:54
  Why
• 3:55
  now
• 3:55
  you
• 3:55
  decided
• 3:56
  to
• 3:56
  turn
• 3:57
  some
• 3:57
  of
• 3:57
  your
• 3:57
  data
• 3:57
  into
• 3:58
  this
• 3:58
  report?
• 3:58
  It's
• 3:59
  a
• 3:59
  good
• 3:59
  question,
• 3:59
  Becca.
• 4:00
  We,
• 4:00
  we've
• 4:00
  been
• 4:01
  asking
• 4:02
  couples
• 4:02
  about
• 4:03
  their
• 4:03
  weddings
• 4:04
  for
• 4:04
  10
• 4:05
  years,
• 4:05
  11
• 4:05
  years,
• 4:06
  a
• 4:06
  decades
• 4:06
  worth
• 4:06
  of
• 4:07
  data.
• 4:08
  We've
• 4:08
  asked
• 4:09
  the
• 4:09
  same
• 4:09
  questions
• 4:10
  deliberately
• 4:11
  so
• 4:11
  that
• 4:11
  we
• 4:11
  had
• 4:11
  comparable
• 4:12
  data
• 4:12
  in
• 4:12
  that
• 4:13
  time.
• 4:13
  And
• 4:13
  that's
• 4:13
  really
• 4:14
  important.
• 4:15
  Snapshots
• 4:16
  are
• 4:16
  all
• 4:16
  very
• 4:17
  well
• 4:17
  one
• 4:17
  year's
• 4:17
  worth
• 4:18
  of
• 4:18
  data,
• 4:18
  but
• 4:18
  there
• 4:18
  are
• 4:18
  no
• 4:18
  patterns
• 4:19
  obviously
• 4:19
  within
• 4:20
  one
• 4:20
  year.
• 4:21
  And
• 4:21
  those
• 4:21
  patterns
• 4:22
  generated
• 4:22
  over
• 4:23
  time
• 4:23
  give
• 4:24
  a
• 4:24
  really
• 4:24
  clear
• 4:25
  signpost
• 4:26
  to
• 4:26
  where
• 4:26
  the
• 4:26
  industry's
• 4:27
  been,
• 4:27
  where
• 4:28
  it's
• 4:28
  going
• 4:28
  next.
• 4:28
  And
• 4:29
  that
• 4:29
  is
• 4:29
  vital
• 4:30
  for
• 4:30
  any
• 4:30
  small
• 4:30
  business
• 4:30
  within
• 4:31
  our
• 4:31
  industry.
• 4:32
  Frankly,
• 4:33
  we
• 4:34
  never
• 4:34
  had
• 4:34
  the
• 4:35
  ability
• 4:35
  to
• 4:35
  process
• 4:36
  all
• 4:36
  that
• 4:36
  data
• 4:37
  and
• 4:37
  AI
• 4:38
  has
• 4:38
  enabled
• 4:38
  us
• 4:39
  to
• 4:39
  crunch
• 4:39
  that
• 4:39
  data.
• 4:40
  It's
• 4:40
  taken
• 4:40
  us
• 4:40
  months
• 4:41
  to
• 4:41
  do
• 4:41
  to
• 4:41
  put
• 4:42
  it
• 4:42
  together
• 4:42
  into
• 4:42
  this
• 4:42
  report,
• 4:43
  but
• 4:43
  we
• 4:43
  wouldn't
• 4:44
  have
• 4:44
  been
• 4:44
  able
• 4:44
  to
• 4:44
  do
• 4:44
  it
• 4:44
  without
• 4:45
  AI
• 4:45
  and
• 4:45
  is
• 4:46
  actually
• 4:46
  one
• 4:46
  of
• 4:46
  those
• 4:47
  really
• 4:47
  positive
• 4:48
  AI
• 4:49
  uses.
• 4:49
  Everyone's
• 4:50
  scared
• 4:50
  of
• 4:50
  AI
• 4:51
  and
• 4:51
  there's
• 4:51
  lots
• 4:51
  of
• 4:51
  doom
• 4:51
  mongering
• 4:52
  around.
• 4:52
  But
• 4:53
  this
• 4:53
  has
• 4:53
  been
• 4:53
  amazing
• 4:53
  to
• 4:54
  see.
• 4:54
  This
• 4:54
  data
• 4:54
  being
• 4:55
  crushed
• 4:55
  and
• 4:55
  being
• 4:55
  used
• 4:56
  is
• 4:56
  really
• 4:56
  exciting
• 4:57
  and
• 4:57
  I'm
• 4:58
  really
• 4:58
  excited
• 4:58
  to
• 4:59
  release
• 5:00
  the
• 5:00
  results
• 5:00
  in
• 5:01
  the
• 5:01
  report.
• 5:01
  Excellent.
• 5:02
  So
• 5:02
  just
• 5:02
  tell
• 5:02
  me
• 5:03
  what
• 5:03
  time
• 5:03
  span
• 5:04
  this
• 5:04
  data
• 5:05
  covers.
• 5:05
  So
• 5:05
  you
• 5:06
  called
• 5:06
  it
• 5:06
  the
• 5:06
  Decade
• 5:07
  report.
• 5:07
  What
• 5:07
  year
• 5:07
  does
• 5:07
  it
• 5:08
  start?
• 5:08
  And
• 5:09
  presumably
• 5:09
  2025
• 5:10
  is
• 5:10
  when
• 5:10
  it
• 5:10
  finishes.
• 5:11
  Yeah,
• 5:11
  that's
• 5:12
  right.
• 5:12
  So
• 5:12
  it
• 5:12
  started
• 5:13
  in
• 5:13
  basically
• 5:14
  between
• 5:14
  2014
• 5:15
  and
• 5:15
  2025.
• 5:16
  It's
• 5:17
  slightly
• 5:17
  tricky
• 5:17
  to
• 5:18
  put
• 5:18
  a
• 5:18
  number
• 5:18
  on
• 5:18
  that.
• 5:19
  I
• 5:19
  know
• 5:19
  that
• 5:19
  sounds
• 5:19
  ridiculous,
• 5:20
  but
• 5:20
  it's
• 5:20
  because
• 5:22
  the
• 5:22
  current
• 5:22
  awards
• 5:23
  for
• 5:23
  instance
• 5:23
  are
• 5:23
  twere
• 5:24
  2027
• 5:25
  because
• 5:25
  we
• 5:26
  announced
• 5:26
  the
• 5:26
  winners
• 5:26
  in
• 5:27
  January
• 5:27
  next
• 5:27
  year.
• 5:28
  But
• 5:28
  that
• 5:28
  obviously
• 5:29
  is
• 5:29
  for
• 5:29
  weddings.
• 5:30
  The
• 5:30
  voters
• 5:30
  in
• 5:30
  that
• 5:31
  got
• 5:31
  married
• 5:31
  in
• 5:31
  2026.
• 5:34
  So
• 5:34
  it's
• 5:34
  tricky.
• 5:35
  But
• 5:35
  basically
• 5:35
  2013,
• 5:36
  2014-20
• 5:37
  Bart
• 5:38
  425.
• 5:40
  We
• 5:40
  started
• 5:40
  doing
• 5:41
  the
• 5:41
  survey
• 5:41
  back
• 5:41
  in
• 5:42
  2014.
• 5:43
  The
• 5:43
  most
• 5:43
  up
• 5:43
  to
• 5:44
  date
• 5:44
  results
• 5:44
  are
• 5:44
  from
• 5:44
  last
• 5:45
  year's
• 5:45
  voters
• 5:46
  who
• 5:46
  are
• 5:46
  included
• 5:47
  in
• 5:47
  this.
• 5:47
  So
• 5:47
  it
• 5:48
  is
• 5:48
  as
• 5:48
  up
• 5:48
  to
• 5:48
  date
• 5:48
  as
• 5:48
  we
• 5:49
  could
• 5:49
  possibly
• 5:49
  get
• 5:49
  it.
• 5:50
  And
• 5:50
  obviously
• 5:51
  the
• 5:51
  people
• 5:52
  who
• 5:52
  are
• 5:52
  voting
• 5:52
  right
• 5:52
  now
• 5:53
  in
• 5:53
  the
• 5:53
  current
• 5:53
  awards,
• 5:54
  their
• 5:54
  data
• 5:54
  will
• 5:55
  be
• 5:55
  included
• 5:55
  in
• 5:55
  the
• 5:55
  report
• 5:55
  next
• 5:56
  year.
• 5:56
  Fantastic.
• 5:57
  So
• 5:57
  I
• 5:57
  think
• 5:57
  what's
• 5:57
  really
• 5:57
  unique
• 5:58
  about
• 5:58
  it
• 5:58
  then
• 5:58
  is,
• 5:59
  is
• 5:59
  number
• 6:00
  one,
• 6:00
  it
• 6:00
  spans
• 6:01
  such
• 6:01
  a
• 6:01
  long
• 6:01
  period
• 6:02
  of
• 6:02
  time
• 6:02
  and
• 6:02
  so
• 6:03
  we
• 6:03
  can
• 6:03
  definitely
• 6:03
  use
• 6:04
  it
• 6:04
  to
• 6:04
  see
• 6:05
  patterns
• 6:05
  and
• 6:05
  maybe
• 6:06
  see
• 6:06
  things
• 6:06
  that
• 6:06
  have
• 6:06
  changed
• 6:07
  over
• 6:07
  the
• 6:07
  last
• 6:08
  decade.
• 6:08
  But
• 6:09
  also
• 6:09
  it'
• 6:09
  spans
• 6:10
  a
• 6:10
  huge
• 6:10
  amount
• 6:10
  of
• 6:11
  people.
• 6:11
  32,000
• 6:12
  isn't
• 6:13
  a
• 6:13
  small
• 6:14
  data
• 6:14
  sample
• 6:14
  and
• 6:15
  as
• 6:15
  you
• 6:15
  said,
• 6:15
  I
• 6:15
  think
• 6:15
  it
• 6:16
  would
• 6:16
  have
• 6:16
  taken
• 6:16
  you
• 6:16
  an
• 6:16
  ever
• 6:17
  such
• 6:17
  a
• 6:17
  long
• 6:17
  time
• 6:18
  to
• 6:18
  do
• 6:18
  that
• 6:18
  and
• 6:18
  have
• 6:18
  a
• 6:18
  look
• 6:18
  at
• 6:19
  it
• 6:19
  if
• 6:19
  you
• 6:19
  didn't
• 6:19
  have
• 6:20
  AI,
• 6:20
  which
• 6:20
  probably
• 6:21
  makes
• 6:21
  it
• 6:21
  one
• 6:21
  of
• 6:21
  the
• 6:22
  most
• 6:22
  comprehensive
• 6:23
  reports
• 6:23
  to
• 6:24
  cover
• 6:24
  this
• 6:25
  length
• 6:25
  of
• 6:25
  time
• 6:26
  right
• 6:26
  now
• 6:26
  here
• 6:27
  in
• 6:27
  the
• 6:27
  uk.
• 6:28
  What
• 6:28
  else
• 6:28
  makes
• 6:29
  it
• 6:29
  different?
• 6:29
  What
• 6:29
  else
• 6:30
  makes
• 6:30
  you
• 6:31
  think
• 6:31
  this
• 6:31
  report
• 6:31
  has
• 6:32
  something
• 6:32
  else
• 6:32
  to
• 6:32
  say?
• 6:33
  There
• 6:33
  are
• 6:33
  two
• 6:33
  things.
• 6:34
  First
• 6:34
  of
• 6:34
  all,
• 6:35
  it
• 6:35
  is
• 6:35
  a,
• 6:36
  what
• 6:36
  you
• 6:36
  might
• 6:36
  call
• 6:36
  a
• 6:36
  random
• 6:37
  sample.
• 6:38
  Other
• 6:39
  reports
• 6:39
  exist,
• 6:39
  usually
• 6:40
  from
• 6:41
  a
• 6:41
  business
• 6:42
  that
• 6:42
  is
• 6:42
  asking
• 6:43
  its
• 6:43
  users
• 6:44
  who
• 6:44
  are
• 6:45
  already
• 6:45
  using
• 6:45
  that
• 6:45
  platform
• 6:46
  or
• 6:46
  that
• 6:46
  product
• 6:47
  about
• 6:47
  their
• 6:48
  weddings.
• 6:49
  Most
• 6:49
  of
• 6:49
  the
• 6:49
  time,
• 6:50
  in
• 6:50
  fact,
• 6:50
  I
• 6:50
  would
• 6:51
  say
• 6:51
  almost
• 6:51
  all
• 6:51
  of
• 6:51
  the
• 6:52
  time,
• 6:52
  that's
• 6:52
  a
• 6:53
  self
• 6:53
  selecting
• 6:54
  group
• 6:54
  of
• 6:54
  people,
• 6:55
  they're
• 6:55
  already
• 6:55
  doing
• 6:56
  something.
• 6:57
  Whereas
• 6:58
  for
• 6:58
  us,
• 6:58
  we're
• 6:58
  asking
• 6:59
  our
• 6:59
  voters,
• 7:00
  the
• 7:00
  people
• 7:00
  who
• 7:00
  are
• 7:00
  voting
• 7:01
  for
• 7:01
  the
• 7:01
  entrance
• 7:02
  in
• 7:02
  the
• 7:02
  wedding
• 7:02
  industry
• 7:02
  awards
• 7:03
  to
• 7:03
  complete
• 7:03
  the
• 7:04
  survey
• 7:04
  after
• 7:04
  they
• 7:05
  voted.
• 7:05
  So
• 7:06
  we're
• 7:06
  getting
• 7:08
  absolute
• 7:08
  spread,
• 7:09
  nice
• 7:09
  even
• 7:10
  spread
• 7:10
  geographically
• 7:11
  over
• 7:11
  all
• 7:11
  the
• 7:11
  regions
• 7:12
  of
• 7:12
  the
• 7:12
  UK
• 7:13
  and
• 7:13
  across
• 7:14
  all
• 7:14
  categories
• 7:16
  within
• 7:16
  the
• 7:16
  awards.
• 7:16
  And
• 7:16
  we
• 7:16
  offer
• 7:17
  29
• 7:17
  categories.
• 7:18
  So
• 7:18
  the
• 7:18
  voting
• 7:19
  data
• 7:19
  is
• 7:19
  broad,
• 7:20
  it's
• 7:20
  rich,
• 7:20
  it's
• 7:21
  evenly
• 7:21
  spread
• 7:21
  across
• 7:22
  the
• 7:22
  uk.
• 7:22
  And
• 7:23
  the
• 7:23
  absolutely
• 7:24
  key
• 7:25
  thing,
• 7:25
  the
• 7:25
  differentiator
• 7:26
  between
• 7:26
  our
• 7:27
  report
• 7:27
  and
• 7:27
  all
• 7:27
  the
• 7:28
  others
• 7:28
  out
• 7:28
  there
• 7:29
  is
• 7:29
  that
• 7:29
  we
• 7:29
  ask
• 7:30
  couples
• 7:30
  after
• 7:31
  their
• 7:31
  weddings.
• 7:32
  All
• 7:33
  other
• 7:33
  businesses
• 7:34
  tend
• 7:34
  to
• 7:34
  deal
• 7:35
  with
• 7:35
  couples
• 7:36
  when
• 7:36
  they're
• 7:36
  planning
• 7:36
  their
• 7:36
  weddings.
• 7:37
  It's
• 7:37
  very
• 7:37
  hard
• 7:38
  to
• 7:38
  access
• 7:38
  them
• 7:38
  once
• 7:39
  they've
• 7:39
  got
• 7:39
  married
• 7:39
  because
• 7:39
  they
• 7:40
  stop
• 7:40
  using
• 7:40
  all
• 7:40
  the
• 7:40
  tools
• 7:41
  that,
• 7:41
  the
• 7:41
  planning
• 7:42
  tools,
• 7:42
  etc.
• 7:43
  And
• 7:43
  they
• 7:43
  stop,
• 7:44
  you
• 7:44
  know,
• 7:44
  visiting
• 7:45
  the
• 7:45
  blogs
• 7:45
  and
• 7:45
  all
• 7:46
  those
• 7:46
  sorts
• 7:46
  of
• 7:46
  things.
• 7:47
  We're
• 7:47
  asking
• 7:48
  people
• 7:48
  after
• 7:49
  their
• 7:49
  weddings
• 7:50
  by
• 7:50
  definition.
• 7:51
  So
• 7:51
  the
• 7:51
  responses
• 7:52
  we
• 7:52
  get
• 7:52
  to
• 7:52
  the
• 7:52
  questions
• 7:53
  in
• 7:53
  our
• 7:53
  survey
• 7:53
  are
• 7:54
  not
• 7:54
  predictions,
• 7:55
  they
• 7:55
  are
• 7:55
  reality
• 7:56
  and
• 7:56
  fact.
• 7:57
  And
• 7:57
  that
• 7:57
  is
• 7:57
  a
• 7:58
  much,
• 7:58
  much
• 7:58
  more
• 7:58
  solid
• 7:59
  base
• 7:59
  to
• 7:59
  build
• 7:59
  a
• 7:59
  report
• 7:59
  like
• 8:00
  this.
• 8:00
  So
• 8:00
  when
• 8:00
  it
• 8:01
  came
• 8:01
  to
• 8:01
  crunching
• 8:01
  the
• 8:02
  data,
• 8:02
  obviously
• 8:02
  used
• 8:03
  AI,
• 8:03
  but
• 8:03
  are
• 8:04
  you
• 8:04
  most
• 8:04
  interested
• 8:05
  in
• 8:05
  the
• 8:06
  shift?
• 8:06
  So
• 8:06
  looking
• 8:07
  at
• 8:07
  the
• 8:07
  early
• 8:07
  data
• 8:08
  and
• 8:08
  then
• 8:09
  the
• 8:09
  most
• 8:09
  recent
• 8:09
  data
• 8:10
  and
• 8:10
  how
• 8:10
  it's
• 8:10
  changed
• 8:11
  over
• 8:11
  time
• 8:11
  or
• 8:12
  have
• 8:12
  you
• 8:12
  looked
• 8:12
  at
• 8:12
  that
• 8:13
  middle
• 8:13
  stuff
• 8:13
  as
• 8:13
  well?
• 8:14
  All
• 8:14
  of
• 8:15
  it.
• 8:16
  Because.
• 8:16
  Because
• 8:16
  we
• 8:17
  were
• 8:17
  able
• 8:17
  to.
• 8:18
  Absolutely.
• 8:19
  The
• 8:19
  bigger
• 8:19
  picture
• 8:20
  is
• 8:20
  important
• 8:20
  to
• 8:21
  show
• 8:21
  the
• 8:21
  trajectory
• 8:22
  and
• 8:23
  to
• 8:23
  build
• 8:24
  out
• 8:24
  that
• 8:24
  decade
• 8:25
  story.
• 8:25
  Because
• 8:26
  right
• 8:26
  in
• 8:26
  the
• 8:26
  middle
• 8:26
  of
• 8:26
  that,
• 8:26
  remember,
• 8:27
  lest
• 8:27
  we
• 8:27
  forget,
• 8:28
  we
• 8:28
  had
• 8:28
  the
• 8:28
  dreaded
• 8:28
  Covid.
• 8:29
  So
• 8:29
  it's
• 8:29
  been
• 8:29
  really
• 8:30
  interesting
• 8:30
  to
• 8:30
  see
• 8:31
  how
• 8:31
  our
• 8:32
  has
• 8:32
  or
• 8:32
  the
• 8:33
  data
• 8:33
  for
• 8:33
  the
• 8:33
  industry
• 8:33
  has,
• 8:34
  has
• 8:34
  changed
• 8:35
  and
• 8:35
  what
• 8:35
  Covid
• 8:36
  changed,
• 8:36
  if
• 8:37
  anything.
• 8:37
  And
• 8:37
  we
• 8:37
  do
• 8:38
  cover
• 8:38
  that
• 8:38
  in
• 8:38
  the
• 8:38
  report.
• 8:39
  But
• 8:39
  also
• 8:39
  we're
• 8:40
  able
• 8:40
  to
• 8:40
  examine
• 8:42
  in
• 8:42
  a
• 8:42
  really
• 8:42
  granular
• 8:43
  way
• 8:44
  each
• 8:44
  of
• 8:44
  14
• 8:45
  different
• 8:45
  categories
• 8:47
  I
• 8:47
  mentioned.
• 8:48
  We
• 8:48
  have
• 8:48
  29
• 8:48
  categories
• 8:49
  in
• 8:49
  the
• 8:50
  awards.
• 8:50
  Some
• 8:50
  of
• 8:51
  those,
• 8:51
  the
• 8:51
  four
• 8:52
  of
• 8:52
  those
• 8:52
  are
• 8:52
  venue
• 8:52
  categories.
• 8:53
  So
• 8:53
  they're
• 8:53
  dealt
• 8:53
  with
• 8:54
  in
• 8:54
  one
• 8:54
  category
• 8:55
  in
• 8:55
  the
• 8:55
  report.
• 8:56
  Some
• 8:56
  of
• 8:57
  them
• 8:57
  are
• 8:57
  not
• 8:57
  covered
• 8:57
  in
• 8:58
  full
• 8:58
  because
• 8:58
  we've
• 8:58
  added
• 8:59
  to
• 8:59
  them
• 8:59
  since
• 9:00
  and
• 9:00
  they
• 9:00
  will
• 9:00
  be
• 9:00
  included
• 9:01
  in
• 9:01
  the
• 9:01
  report
• 9:02
  going
• 9:02
  forwards.
• 9:02
  But
• 9:03
  there
• 9:03
  are
• 9:04
  in
• 9:04
  depth
• 9:05
  analysis
• 9:05
  of
• 9:06
  the
• 9:06
  data
• 9:06
  specific
• 9:07
  to
• 9:07
  those
• 9:08
  categories
• 9:08
  and
• 9:09
  I
• 9:09
  think
• 9:09
  you
• 9:10
  won't
• 9:10
  find
• 9:10
  that
• 9:10
  information
• 9:11
  anywhere
• 9:11
  else
• 9:12
  in
• 9:12
  any
• 9:12
  other
• 9:12
  report
• 9:13
  because
• 9:14
  those
• 9:14
  industries
• 9:15
  in
• 9:15
  effect
• 9:15
  don't
• 9:16
  really
• 9:16
  exist
• 9:16
  on
• 9:17
  their
• 9:17
  own.
• 9:17
  I
• 9:17
  mean,
• 9:17
  wedding
• 9:18
  photography,
• 9:19
  you
• 9:19
  know,
• 9:19
  I'm
• 9:19
  a
• 9:19
  wedding
• 9:20
  photographer,
• 9:20
  but
• 9:20
  it's
• 9:20
  not
• 9:20
  an
• 9:21
  industry
• 9:21
  as
• 9:21
  such.
• 9:22
  There's
• 9:22
  no
• 9:22
  one
• 9:22
  out
• 9:22
  there
• 9:23
  finding
• 9:23
  data
• 9:24
  for
• 9:24
  wedding
• 9:24
  photographers.
• 9:25
  Same
• 9:25
  if
• 9:25
  you're
• 9:25
  a
• 9:26
  cake
• 9:26
  maker
• 9:26
  or
• 9:26
  a
• 9:26
  wedding
• 9:27
  planner.
• 9:27
  So
• 9:28
  we're
• 9:28
  able
• 9:28
  to
• 9:28
  provide
• 9:29
  this
• 9:29
  data
• 9:29
  for
• 9:29
  those
• 9:30
  individual
• 9:30
  categories
• 9:31
  in
• 9:31
  addition
• 9:31
  to
• 9:31
  broad
• 9:32
  data
• 9:32
  about
• 9:32
  the
• 9:32
  wedding
• 9:33
  industry
• 9:33
  in
• 9:33
  general.
• 9:34
  And
• 9:34
  is
• 9:34
  it
• 9:34
  all
• 9:35
  UK
• 9:35
  based?
• 9:36
  Is
• 9:36
  everyone
• 9:36
  that
• 9:36
  was
• 9:36
  surveyed
• 9:37
  from
• 9:37
  the
• 9:37
  UK
• 9:38
  or
• 9:38
  at
• 9:38
  least
• 9:39
  got
• 9:39
  married
• 9:39
  in
• 9:39
  the
• 9:39
  uk?
• 9:40
  Well,
• 9:40
  they
• 9:41
  don't
• 9:41
  necessarily
• 9:41
  have
• 9:42
  to
• 9:42
  have
• 9:42
  got
• 9:42
  married
• 9:42
  in
• 9:42
  the
• 9:42
  UK
• 9:43
  either.
• 9:44
  They
• 9:44
  have
• 9:44
  to
• 9:45
  have
• 9:45
  used
• 9:45
  voted
• 9:46
  for
• 9:46
  suppliers
• 9:47
  who
• 9:47
  are
• 9:47
  based
• 9:47
  in
• 9:48
  the
• 9:48
  UK
• 9:48
  because
• 9:48
  that's
• 9:48
  one
• 9:49
  of
• 9:49
  the
• 9:49
  prerequisites
• 9:50
  for
• 9:50
  entering
• 9:50
  the
• 9:51
  awards.
• 9:52
  The
• 9:52
  vast,
• 9:52
  vast
• 9:53
  majority
• 9:53
  are
• 9:54
  those
• 9:54
  are
• 9:54
  couples
• 9:55
  who
• 9:55
  have
• 9:55
  got
• 9:56
  married
• 9:56
  in
• 9:56
  the
• 9:56
  UK
• 9:56
  and
• 9:57
  obviously
• 9:57
  used
• 9:57
  UK.
• 9:58
  All
• 9:58
  of
• 9:58
  them
• 9:58
  have
• 9:59
  used
• 9:59
  UK
• 9:59
  wedding
• 9:59
  suppliers.
• 10:00
  So
• 10:00
  the
• 10:01
  data
• 10:01
  is
• 10:01
  confined
• 10:02
  pretty
• 10:02
  much
• 10:03
  100%
• 10:03
  to
• 10:03
  the
• 10:04
  UK.
• 10:04
  And
• 10:04
  I
• 10:04
  ask
• 10:04
  that
• 10:05
  because
• 10:05
  a
• 10:05
  lot
• 10:05
  of
• 10:05
  reports,
• 10:06
  not
• 10:06
  all,
• 10:06
  but
• 10:06
  a
• 10:06
  lot
• 10:07
  of
• 10:07
  the
• 10:07
  reports
• 10:07
  that
• 10:07
  I
• 10:08
  look
• 10:08
  at
• 10:08
  over
• 10:08
  the
• 10:09
  industry
• 10:09
  are
• 10:09
  very
• 10:09
  American
• 10:10
  heavy.
• 10:10
  And
• 10:11
  so
• 10:11
  again,
• 10:11
  it's
• 10:12
  great
• 10:12
  for
• 10:12
  us,
• 10:12
  if
• 10:12
  you
• 10:12
  are
• 10:13
  a
• 10:13
  business
• 10:13
  here
• 10:13
  in
• 10:13
  the
• 10:14
  uk,
• 10:14
  to
• 10:14
  have
• 10:15
  something
• 10:15
  that's
• 10:15
  very
• 10:15
  UK
• 10:15
  focused
• 10:16
  and
• 10:16
  also
• 10:16
  a
• 10:17
  lot
• 10:17
  of
• 10:17
  the
• 10:17
  reports
• 10:18
  are
• 10:18
  very
• 10:18
  venue
• 10:19
  specific.
• 10:19
  And
• 10:19
  so
• 10:19
  again,
• 10:20
  it's
• 10:20
  nice
• 10:20
  for
• 10:21
  people
• 10:21
  who
• 10:21
  are
• 10:21
  in
• 10:21
  those
• 10:21
  different
• 10:21
  categories
• 10:22
  and
• 10:22
  that's
• 10:22
  a
• 10:22
  lot
• 10:23
  of
• 10:23
  people
• 10:23
  who
• 10:23
  listen
• 10:23
  to
• 10:23
  this
• 10:23
  podcast
• 10:24
  to
• 10:24
  have
• 10:25
  the
• 10:25
  data.
• 10:25
  Now
• 10:25
  I've
• 10:26
  been
• 10:26
  very
• 10:26
  fortunate
• 10:26
  to
• 10:27
  have
• 10:27
  an
• 10:27
  early
• 10:27
  little
• 10:28
  sneak
• 10:28
  peek
• 10:29
  of
• 10:29
  the
• 10:29
  data
• 10:30
  from
• 10:30
  you
• 10:31
  and
• 10:31
  I've
• 10:31
  had
• 10:31
  a
• 10:31
  long
• 10:32
  look
• 10:32
  through
• 10:32
  the
• 10:32
  report
• 10:33
  and
• 10:33
  we're
• 10:33
  going
• 10:34
  to
• 10:34
  talk
• 10:34
  about
• 10:34
  some
• 10:35
  of
• 10:35
  the
• 10:35
  things
• 10:35
  that
• 10:35
  I
• 10:35
  found
• 10:35
  in
• 10:36
  it
• 10:36
  that
• 10:36
  I
• 10:36
  found
• 10:36
  interesting.
• 10:37
  Some
• 10:37
  of
• 10:37
  the
• 10:37
  things
• 10:37
  that
• 10:37
  you're
• 10:38
  finding
• 10:38
  a
• 10:38
  bit,
• 10:38
  we
• 10:39
  are
• 10:39
  only
• 10:39
  scratching
• 10:40
  the
• 10:40
  surface
• 10:40
  because
• 10:40
  there
• 10:41
  is
• 10:41
  a
• 10:41
  huge
• 10:41
  amount
• 10:42
  in
• 10:43
  there.
• 10:43
  So
• 10:43
  if
• 10:43
  you
• 10:43
  are
• 10:43
  listening
• 10:44
  to
• 10:44
  this,
• 10:44
  we're
• 10:44
  going
• 10:44
  to
• 10:44
  talk
• 10:44
  about
• 10:44
  some
• 10:45
  of
• 10:45
  the
• 10:45
  things
• 10:45
  I
• 10:45
  found
• 10:46
  interesting,
• 10:46
  but
• 10:46
  there's
• 10:47
  a
• 10:47
  whole
• 10:47
  lot
• 10:47
  more.
• 10:47
  I
• 10:47
  mean,
• 10:48
  if
• 10:48
  we
• 10:48
  talked
• 10:48
  about
• 10:48
  everything
• 10:48
  in
• 10:49
  this
• 10:49
  report,
• 10:49
  we'd
• 10:49
  be
• 10:49
  on
• 10:49
  this
• 10:50
  podcast
• 10:50
  for
• 10:50
  four
• 10:50
  hours.
• 10:51
  So
• 10:51
  we're
• 10:51
  definitely
• 10:51
  not
• 10:52
  going
• 10:52
  to
• 10:52
  be
• 10:52
  doing
• 10:52
  that.
• 10:53
  But
• 10:53
  just
• 10:53
  to
• 10:54
  start
• 10:54
  with,
• 10:54
  I
• 10:54
  just
• 10:54
  want
• 10:54
  you
• 10:54
  to
• 10:55
  explain
• 10:55
  how
• 10:55
  the
• 10:55
  report's
• 10:56
  laid
• 10:56
  out
• 10:56
  because
• 10:57
  it's
• 10:57
  kind
• 10:57
  of
• 10:57
  in
• 10:57
  three
• 10:58
  main
• 10:58
  sections.
• 10:59
  So
• 10:59
  just
• 11:00
  walk
• 11:00
  us
• 11:00
  through
• 11:01
  if
• 11:01
  you
• 11:01
  someone
• 11:01
  has
• 11:02
  a
• 11:02
  copy
• 11:02
  of
• 11:02
  this
• 11:02
  report
• 11:02
  in
• 11:03
  front
• 11:03
  of
• 11:03
  them
• 11:03
  what
• 11:03
  those
• 11:03
  each
• 11:04
  of
• 11:04
  those
• 11:04
  parts
• 11:04
  is
• 11:05
  for.
• 11:05
  So
• 11:05
  the
• 11:05
  report
• 11:06
  is
• 11:06
  built
• 11:06
  in
• 11:06
  three
• 11:07
  parts
• 11:07
  how
• 11:08
  the
• 11:08
  whole
• 11:08
  industry
• 11:08
  has
• 11:09
  shifted
• 11:09
  across
• 11:09
  that
• 11:10
  decade.
• 11:10
  And
• 11:11
  then
• 11:11
  there's
• 11:11
  a
• 11:11
  specific
• 11:12
  double
• 11:12
  page
• 11:13
  spread
• 11:13
  effectively
• 11:14
  for
• 11:14
  Data
• 11:14
  for
• 11:15
  those
• 11:15
  4,
• 11:16
  14
• 11:17
  different
• 11:17
  categories.
• 11:18
  And
• 11:18
  then
• 11:19
  the
• 11:19
  full
• 11:19
  data
• 11:20
  tables
• 11:20
  at
• 11:20
  the
• 11:21
  back
• 11:21
  of
• 11:21
  the
• 11:21
  report.
• 11:22
  Now
• 11:23
  that's
• 11:24
  for
• 11:24
  super
• 11:24
  data
• 11:24
  nerds.
• 11:25
  Every
• 11:25
  fact
• 11:26
  and
• 11:26
  figure
• 11:26
  that
• 11:26
  we've
• 11:26
  gleaned
• 11:27
  from
• 11:27
  the
• 11:27
  report
• 11:27
  is
• 11:28
  in
• 11:28
  there
• 11:28
  fully
• 11:29
  sourced
• 11:29
  so
• 11:30
  that
• 11:30
  you
• 11:30
  can
• 11:30
  see
• 11:31
  the
• 11:31
  granular
• 11:32
  nature
• 11:32
  of
• 11:32
  the
• 11:32
  data.
• 11:33
  Lots
• 11:33
  of
• 11:33
  other
• 11:33
  reports
• 11:34
  don't
• 11:34
  source
• 11:35
  their
• 11:35
  data
• 11:36
  properly
• 11:36
  because
• 11:36
  they
• 11:37
  can't.
• 11:37
  We've
• 11:38
  got
• 11:38
  it
• 11:38
  all
• 11:38
  and
• 11:39
  it's
• 11:40
  all
• 11:40
  in
• 11:40
  there.
• 11:40
  But
• 11:40
  what
• 11:41
  we've
• 11:41
  tried
• 11:41
  to
• 11:41
  do
• 11:41
  is
• 11:42
  say,
• 11:42
  look,
• 11:42
  here's
• 11:42
  a
• 11:42
  broad
• 11:43
  overview
• 11:43
  and
• 11:43
  here
• 11:43
  are
• 11:44
  some
• 11:44
  main
• 11:44
  takeaways.
• 11:45
  Here's
• 11:46
  your
• 11:46
  category
• 11:47
  with
• 11:47
  granular
• 11:48
  data
• 11:48
  about
• 11:49
  who,
• 11:50
  who's
• 11:50
  booking
• 11:51
  what,
• 11:51
  how
• 11:51
  they're
• 11:52
  booking
• 11:52
  it,
• 11:52
  how
• 11:52
  they're
• 11:53
  finding
• 11:53
  it,
• 11:53
  all
• 11:54
  that
• 11:54
  sort
• 11:54
  of
• 11:54
  thing.
• 11:55
  And
• 11:55
  then
• 11:55
  at
• 11:55
  the
• 11:55
  back
• 11:55
  of
• 11:56
  the
• 11:56
  full
• 11:56
  data
• 11:56
  tables,
• 11:57
  so
• 11:57
  you
• 11:57
  have
• 11:57
  every
• 11:58
  bit
• 11:58
  of
• 11:58
  information
• 11:59
  you
• 11:59
  need.
• 11:59
  And
• 12:00
  Damien,
• 12:00
  it
• 12:00
  will
• 12:00
  not
• 12:00
  surprise
• 12:01
  you
• 12:01
  to
• 12:01
  know
• 12:01
  that
• 12:01
  I
• 12:02
  have
• 12:02
  spent
• 12:02
  a
• 12:03
  long
• 12:03
  time
• 12:03
  looking
• 12:03
  at
• 12:04
  the
• 12:04
  full
• 12:04
  data
• 12:04
  t
• 12:05
  at
• 12:05
  the
• 12:05
  back
• 12:06
  of
• 12:06
  the
• 12:06
  book
• 12:06
  because
• 12:06
  actually
• 12:07
  that's
• 12:07
  really
• 12:08
  fascinating
• 12:08
  and
• 12:09
  a
• 12:09
  little
• 12:10
  teaser
• 12:10
  for
• 12:10
  people
• 12:10
  listening.
• 12:11
  I
• 12:11
  found
• 12:11
  a
• 12:12
  really
• 12:12
  interesting
• 12:12
  stat
• 12:13
  specifically
• 12:14
  for
• 12:14
  wedding
• 12:14
  dress
• 12:14
  shops.
• 12:15
  So
• 12:15
  if
• 12:15
  you're
• 12:15
  a
• 12:15
  wedding
• 12:15
  dress
• 12:16
  shop
• 12:16
  owner
• 12:16
  listening,
• 12:17
  we'll
• 12:17
  come
• 12:17
  to
• 12:17
  that
• 12:17
  later
• 12:17
  on
• 12:18
  because
• 12:18
  that's
• 12:18
  the
• 12:18
  level
• 12:18
  of
• 12:19
  detail
• 12:19
  you
• 12:19
  can
• 12:19
  go
• 12:19
  to.
• 12:20
  Not
• 12:20
  only
• 12:20
  are
• 12:20
  you
• 12:20
  seeing
• 12:20
  these
• 12:21
  broad
• 12:21
  pictures,
• 12:21
  but
• 12:22
  you
• 12:22
  can
• 12:22
  see
• 12:22
  within
• 12:22
  individual
• 12:23
  categories
• 12:24
  what's
• 12:25
  going
• 12:25
  on
• 12:25
  inside
• 12:27
  these
• 12:27
  couples
• 12:28
  minds.
• 12:28
  So
• 12:29
  one
• 12:29
  of
• 12:29
  the
• 12:29
  headlines
• 12:30
  that
• 12:30
  kind
• 12:31
  of
• 12:31
  came
• 12:31
  across
• 12:32
  to
• 12:32
  me
• 12:32
  and
• 12:32
  was
• 12:33
  quite
• 12:33
  a
• 12:33
  shock,
• 12:33
  and
• 12:33
  I
• 12:33
  am
• 12:34
  interested
• 12:34
  to
• 12:34
  find
• 12:34
  out
• 12:35
  if
• 12:35
  it's
• 12:35
  a
• 12:35
  shock
• 12:35
  to
• 12:35
  you
• 12:36
  as
• 12:36
  well,
• 12:36
  is
• 12:36
  one
• 12:36
  of
• 12:36
  the
• 12:37
  Things
• 12:37
  it
• 12:37
  says
• 12:37
  in
• 12:37
  the
• 12:38
  report
• 12:38
  is
• 12:38
  that
• 12:38
  weddings
• 12:39
  have
• 12:39
  got
• 12:39
  cheaper,
• 12:40
  not
• 12:41
  pricier,
• 12:41
  which
• 12:42
  I
• 12:42
  think
• 12:42
  is
• 12:42
  going
• 12:42
  to
• 12:43
  come
• 12:43
  as
• 12:43
  a
• 12:43
  shock
• 12:43
  to
• 12:43
  everyone.
• 12:44
  So
• 12:44
  explain
• 12:44
  to
• 12:44
  us
• 12:45
  in
• 12:45
  broad
• 12:45
  terms,
• 12:45
  what
• 12:46
  do
• 12:46
  you
• 12:46
  actually
• 12:46
  mean
• 12:47
  by
• 12:47
  that?
• 12:47
  It
• 12:47
  is
• 12:47
  kind
• 12:48
  of
• 12:48
  a
• 12:48
  head
• 12:48
  spin,
• 12:48
  this,
• 12:49
  because
• 12:49
  the
• 12:49
  assumption
• 12:49
  would
• 12:50
  be
• 12:50
  that
• 12:50
  everything
• 12:50
  is
• 12:50
  getting
• 12:51
  more
• 12:51
  expensive
• 12:51
  and
• 12:52
  certainly
• 12:52
  over
• 12:52
  a
• 12:52
  decade,
• 12:53
  the
• 12:53
  assumption
• 12:53
  would
• 12:53
  be,
• 12:54
  well,
• 12:54
  weddings
• 12:54
  must
• 12:54
  be
• 12:54
  more
• 12:54
  expensive
• 12:55
  now.
• 12:56
  And
• 12:56
  the
• 12:56
  key
• 12:56
  thing
• 12:56
  here
• 12:57
  is
• 12:57
  the
• 12:57
  underlying
• 12:58
  figures.
• 13:00
  So
• 13:01
  in
• 13:02
  the
• 13:02
  UK,
• 13:02
  a
• 13:02
  wedding
• 13:02
  cost
• 13:03
  about
• 13:04
  20,000
• 13:04
  pounds
• 13:05
  a
• 13:05
  decade
• 13:05
  ago
• 13:06
  and
• 13:06
  the
• 13:06
  cost
• 13:07
  now
• 13:08
  is
• 13:08
  about
• 13:08
  23,000
• 13:09
  pounds,
• 13:10
  just
• 13:10
  under,
• 13:10
  according
• 13:11
  to
• 13:11
  our
• 13:11
  data.
• 13:11
  And
• 13:12
  this
• 13:12
  is
• 13:12
  obviously
• 13:12
  all
• 13:12
  according
• 13:12
  to
• 13:13
  our
• 13:13
  data.
• 13:13
  Now,
• 13:14
  on
• 13:14
  the
• 13:14
  surface,
• 13:14
  that
• 13:15
  looks
• 13:15
  like
• 13:15
  an
• 13:15
  increase,
• 13:16
  but
• 13:17
  everything
• 13:17
  else
• 13:18
  has
• 13:18
  gone
• 13:19
  up
• 13:19
  faster
• 13:19
  than
• 13:19
  that.
• 13:20
  So
• 13:20
  the
• 13:20
  underlying
• 13:21
  rate,
• 13:21
  prices
• 13:22
  of
• 13:22
  costs
• 13:22
  have
• 13:22
  gone
• 13:23
  up
• 13:23
  with
• 13:23
  inflation.
• 13:24
  A
• 13:24
  wedding
• 13:25
  is
• 13:25
  therefore
• 13:26
  roughly
• 13:27
  15%
• 13:28
  cheaper
• 13:29
  than
• 13:29
  it
• 13:29
  was
• 13:29
  10
• 13:30
  years
• 13:30
  ago.
• 13:31
  So
• 13:31
  the
• 13:32
  boom
• 13:32
  is
• 13:32
  in
• 13:32
  the
• 13:32
  rest
• 13:32
  of
• 13:32
  the
• 13:33
  economy,
• 13:33
  not
• 13:34
  in
• 13:34
  weddings.
• 13:35
  That's
• 13:35
  the
• 13:36
  key
• 13:36
  takeaway
• 13:37
  here.
• 13:37
  And
• 13:38
  why
• 13:38
  it
• 13:38
  matters
• 13:38
  commercially
• 13:39
  is
• 13:40
  that
• 13:40
  most
• 13:40
  suppliers
• 13:41
  assume
• 13:42
  couples
• 13:42
  are
• 13:42
  feeling
• 13:42
  the
• 13:43
  pinch
• 13:43
  and
• 13:43
  hold
• 13:43
  their
• 13:44
  prices
• 13:44
  down.
• 13:45
  And
• 13:45
  also
• 13:45
  that's
• 13:46
  an
• 13:46
  obvious
• 13:46
  way
• 13:46
  of
• 13:47
  helping
• 13:47
  to
• 13:47
  drive
• 13:47
  inquiries
• 13:48
  or
• 13:48
  bookings
• 13:49
  from
• 13:49
  those
• 13:49
  inquiries,
• 13:50
  of
• 13:50
  course,
• 13:50
  but
• 13:50
  the
• 13:51
  data
• 13:51
  says
• 13:51
  the
• 13:52
  opposite.
• 13:52
  And
• 13:53
  in
• 13:53
  fact,
• 13:53
  we
• 13:53
  see
• 13:54
  this,
• 13:54
  our
• 13:54
  interpretation
• 13:55
  of
• 13:55
  this
• 13:55
  is
• 13:55
  that
• 13:55
  there's
• 13:56
  a
• 13:56
  real
• 13:56
  opportunity
• 13:57
  to
• 13:57
  price
• 13:58
  up,
• 13:58
  not
• 13:59
  down.
• 13:59
  And
• 13:59
  I
• 13:59
  think
• 14:00
  that
• 14:00
  should
• 14:00
  be
• 14:00
  a
• 14:00
  real
• 14:01
  encouragement.
• 14:01
  It's
• 14:02
  a
• 14:02
  brave
• 14:02
  thing
• 14:02
  to
• 14:02
  do,
• 14:02
  but
• 14:03
  it's
• 14:03
  a
• 14:03
  really.
• 14:03
  Should
• 14:03
  be
• 14:04
  a
• 14:04
  real
• 14:04
  encouragement
• 14:04
  to
• 14:05
  wedding
• 14:05
  businesses
• 14:06
  in
• 14:06
  the
• 14:06
  uk.
• 14:06
  Absolutely.
• 14:07
  And
• 14:07
  it's
• 14:07
  interesting
• 14:08
  because
• 14:08
  I
• 14:08
  see
• 14:08
  this
• 14:09
  on
• 14:09
  the
• 14:09
  ground
• 14:09
  all
• 14:10
  of
• 14:10
  the
• 14:10
  time.
• 14:11
  And
• 14:11
  again,
• 14:11
  I'll
• 14:11
  challenge
• 14:12
  people
• 14:12
  listening.
• 14:12
  When
• 14:13
  was
• 14:13
  the
• 14:13
  last
• 14:13
  time
• 14:13
  you
• 14:13
  raised
• 14:14
  your
• 14:14
  prices?
• 14:14
  As
• 14:15
  you
• 14:15
  said,
• 14:15
  everything's
• 14:16
  going
• 14:16
  up
• 14:16
  around
• 14:16
  us.
• 14:17
  Flowers
• 14:17
  are
• 14:17
  going
• 14:17
  up,
• 14:18
  price
• 14:18
  of
• 14:18
  ingredients
• 14:18
  are
• 14:18
  going
• 14:19
  up.
• 14:19
  But
• 14:19
  actually,
• 14:19
  a
• 14:20
  lot
• 14:20
  of
• 14:20
  wedding
• 14:20
  business
• 14:20
  owners
• 14:21
  I
• 14:21
  speak
• 14:21
  to
• 14:22
  haven't
• 14:22
  changed
• 14:22
  their
• 14:23
  prices
• 14:23
  for
• 14:23
  the
• 14:23
  last
• 14:24
  three,
• 14:24
  four,
• 14:24
  five,
• 14:25
  six,
• 14:25
  you
• 14:25
  know,
• 14:26
  going
• 14:26
  back
• 14:26
  years.
• 14:27
  And
• 14:27
  that's
• 14:27
  probably
• 14:28
  contributing
• 14:29
  to
• 14:29
  this
• 14:29
  gap.
• 14:30
  And
• 14:30
  so
• 14:30
  there's
• 14:31
  definitely
• 14:31
  an
• 14:31
  opportunity
• 14:32
  for
• 14:32
  people
• 14:32
  to
• 14:32
  revisit
• 14:33
  that
• 14:33
  and
• 14:33
  realize,
• 14:34
  okay,
• 14:34
  that's
• 14:35
  a
• 14:35
  part
• 14:35
  of
• 14:35
  business.
• 14:35
  Everyone
• 14:36
  else
• 14:36
  is
• 14:36
  having
• 14:36
  to
• 14:37
  shift
• 14:37
  things
• 14:37
  up
• 14:38
  incrementally.
• 14:38
  Maybe
• 14:39
  it's
• 14:39
  time
• 14:39
  that
• 14:39
  you
• 14:39
  look
• 14:40
  at
• 14:40
  whether
• 14:40
  or
• 14:40
  not
• 14:40
  you
• 14:41
  need
• 14:41
  to
• 14:41
  do
• 14:41
  that
• 14:41
  in
• 14:41
  your
• 14:42
  business
• 14:42
  too.
• 14:42
  So
• 14:42
  that's
• 14:42
  a
• 14:43
  really
• 14:43
  interesting
• 14:43
  thing
• 14:44
  that
• 14:44
  that
• 14:44
  came
• 14:45
  out.
• 14:46
  Okay,
• 14:46
  next
• 14:46
  thing.
• 14:46
  Now,
• 14:47
  this
• 14:47
  one
• 14:47
  wasn't
• 14:47
  a
• 14:47
  surprise
• 14:48
  to
• 14:48
  me,
• 14:48
  but
• 14:48
  it
• 14:48
  was
• 14:49
  around.
• 14:49
  The
• 14:49
  amount
• 14:49
  of
• 14:49
  people
• 14:50
  planning
• 14:50
  weddings
• 14:51
  on
• 14:51
  their
• 14:51
  phone
• 14:52
  is
• 14:52
  definitely
• 14:53
  going
• 14:53
  up.
• 14:53
  I
• 14:54
  mean,
• 14:54
  all
• 14:54
  of
• 14:54
  us
• 14:54
  are
• 14:54
  using
• 14:54
  our
• 14:55
  phones
• 14:55
  way
• 14:55
  more
• 14:56
  than
• 14:56
  we
• 14:56
  did
• 14:56
  10
• 14:57
  years
• 14:57
  ago.
• 14:58
  What
• 14:58
  do
• 14:58
  you
• 14:58
  think
• 14:58
  that
• 14:59
  means
• 14:59
  for
• 14:59
  wedding
• 14:59
  Businesses
• 15:00
  when
• 15:00
  it
• 15:00
  comes
• 15:00
  to,
• 15:01
  to
• 15:01
  their
• 15:01
  marketing,
• 15:02
  to
• 15:02
  their
• 15:02
  websites,
• 15:03
  what's
• 15:03
  the
• 15:04
  knock
• 15:04
  on
• 15:04
  impact
• 15:04
  if
• 15:05
  we
• 15:05
  know
• 15:05
  that,
• 15:06
  you
• 15:06
  know,
• 15:06
  2/3
• 15:07
  of
• 15:07
  people
• 15:07
  and
• 15:07
  more
• 15:08
  are
• 15:08
  using
• 15:08
  their
• 15:09
  phones
• 15:09
  to
• 15:09
  plan
• 15:09
  their
• 15:09
  weddings?
• 15:10
  Well,
• 15:10
  I
• 15:10
  know
• 15:10
  it
• 15:10
  sounds
• 15:11
  fairly
• 15:11
  obvious,
• 15:11
  but
• 15:11
  it
• 15:11
  means
• 15:11
  that
• 15:12
  everything
• 15:12
  you
• 15:12
  do
• 15:12
  has
• 15:12
  to
• 15:13
  look
• 15:13
  good
• 15:13
  on
• 15:13
  someone's
• 15:14
  phone,
• 15:15
  desktop.
• 15:16
  All
• 15:16
  very
• 15:16
  well,
• 15:16
  things
• 15:17
  look
• 15:17
  beautiful
• 15:17
  in
• 15:18
  landscape,
• 15:18
  but
• 15:18
  everything
• 15:19
  has
• 15:19
  to
• 15:19
  look
• 15:19
  great
• 15:19
  in
• 15:20
  portrait,
• 15:20
  frankly,
• 15:20
  on
• 15:21
  someone's
• 15:21
  phone,
• 15:21
  on
• 15:22
  someone's
• 15:22
  device.
• 15:23
  I
• 15:23
  think
• 15:23
  we're
• 15:23
  all
• 15:23
  aware
• 15:24
  that
• 15:24
  we're
• 15:24
  using
• 15:24
  our
• 15:24
  phones
• 15:25
  more
• 15:25
  for
• 15:25
  everything.
• 15:26
  But
• 15:26
  for
• 15:26
  wedding
• 15:26
  planning,
• 15:27
  the
• 15:28
  other
• 15:28
  thing
• 15:28
  that
• 15:28
  came
• 15:29
  through
• 15:29
  in
• 15:29
  the
• 15:29
  data
• 15:29
  is
• 15:29
  that
• 15:29
  people
• 15:30
  are
• 15:30
  researching
• 15:30
  for
• 15:31
  longer.
• 15:32
  So
• 15:32
  by
• 15:32
  the
• 15:32
  time
• 15:32
  they
• 15:33
  have
• 15:33
  come
• 15:33
  to
• 15:33
  you
• 15:34
  for
• 15:34
  an
• 15:34
  inquiry,
• 15:34
  they
• 15:35
  know
• 15:35
  who
• 15:35
  you
• 15:35
  are,
• 15:35
  they've
• 15:36
  looked
• 15:36
  and
• 15:36
  the
• 15:37
  sales
• 15:37
  pitch
• 15:37
  is
• 15:37
  almost
• 15:38
  done.
• 15:38
  They
• 15:39
  have
• 15:39
  already
• 15:39
  gleaned
• 15:40
  everything
• 15:40
  they
• 15:40
  need
• 15:40
  to
• 15:41
  know
• 15:41
  and
• 15:41
  that's
• 15:41
  why
• 15:41
  they've
• 15:42
  made
• 15:42
  an
• 15:42
  inquiry
• 15:43
  with
• 15:43
  you.
• 15:43
  They've
• 15:43
  taken
• 15:43
  a
• 15:44
  long
• 15:44
  time
• 15:44
  to
• 15:44
  make
• 15:45
  those
• 15:45
  decisions
• 15:46
  as
• 15:46
  to
• 15:46
  who
• 15:46
  to
• 15:47
  inquire
• 15:47
  with.
• 15:47
  So
• 15:47
  they're
• 15:48
  looking.
• 15:48
  Everything
• 15:49
  has
• 15:49
  to
• 15:49
  work
• 15:49
  well
• 15:50
  on
• 15:50
  a
• 15:50
  mobile.
• 15:52
  That
• 15:52
  is
• 15:52
  something
• 15:52
  that
• 15:53
  surprised
• 15:54
  me
• 15:54
  actually,
• 15:54
  I
• 15:54
  have
• 15:54
  to
• 15:55
  say.
• 15:56
  And
• 15:56
  I
• 15:56
  made
• 15:56
  a
• 15:56
  change.
• 15:57
  I've
• 15:57
  made
• 15:57
  changes
• 15:58
  to
• 15:58
  my
• 15:58
  photography
• 15:59
  business
• 15:59
  as
• 15:59
  a
• 16:00
  on
• 16:00
  the
• 16:00
  back
• 16:00
  of
• 16:01
  this
• 16:01
  report.
• 16:01
  It's
• 16:02
  incredibly
• 16:02
  useful
• 16:02
  to
• 16:03
  me
• 16:03
  personally.
• 16:04
  So,
• 16:05
  yeah,
• 16:05
  the
• 16:05
  phone
• 16:06
  thing,
• 16:06
  we
• 16:07
  all
• 16:07
  know
• 16:07
  it's
• 16:07
  happening,
• 16:08
  but
• 16:08
  I
• 16:08
  think
• 16:09
  photos,
• 16:09
  videos,
• 16:10
  everything
• 16:10
  has
• 16:10
  to
• 16:10
  convert
• 16:11
  on
• 16:11
  a
• 16:11
  mobile.
• 16:12
  Obviously
• 16:12
  social
• 16:13
  media,
• 16:13
  your
• 16:14
  feed,
• 16:14
  your
• 16:15
  reels,
• 16:15
  stories,
• 16:16
  all
• 16:16
  of
• 16:17
  that
• 16:17
  stuff
• 16:18
  has
• 16:18
  to
• 16:18
  look
• 16:18
  great
• 16:19
  and
• 16:19
  sell
• 16:19
  what
• 16:19
  you
• 16:19
  do,
• 16:20
  why
• 16:20
  you
• 16:20
  do
• 16:20
  it.
• 16:20
  And
• 16:20
  I
• 16:20
  think
• 16:21
  most
• 16:21
  importantly,
• 16:21
  going
• 16:22
  back
• 16:22
  to
• 16:22
  the
• 16:22
  comment,
• 16:24
  the
• 16:24
  comments
• 16:24
  we
• 16:24
  had
• 16:24
  before
• 16:25
  is
• 16:25
  that
• 16:25
  it
• 16:26
  has
• 16:26
  to
• 16:26
  portray
• 16:27
  and
• 16:27
  show
• 16:27
  your
• 16:28
  value.
• 16:28
  That
• 16:29
  is
• 16:29
  so
• 16:29
  important.
• 16:30
  If
• 16:30
  you're
• 16:30
  looking
• 16:30
  to
• 16:31
  charge
• 16:31
  more,
• 16:32
  then
• 16:32
  you
• 16:32
  have
• 16:32
  to
• 16:33
  show
• 16:33
  the
• 16:33
  couple
• 16:33
  or
• 16:34
  the
• 16:34
  person
• 16:34
  who's
• 16:34
  looking
• 16:34
  at
• 16:35
  your
• 16:35
  work
• 16:36
  that
• 16:36
  you're,
• 16:37
  you're
• 16:37
  worth.
• 16:37
  Simple
• 16:38
  as
• 16:38
  that.
• 16:38
  Yeah.
• 16:38
  And
• 16:38
  I
• 16:38
  think
• 16:38
  it's
• 16:38
  important
• 16:39
  to
• 16:39
  remember
• 16:39
  as
• 16:39
  well,
• 16:40
  for
• 16:40
  people
• 16:40
  listening
• 16:41
  that
• 16:41
  it's
• 16:41
  not
• 16:41
  just
• 16:41
  social
• 16:41
  media,
• 16:42
  they're
• 16:42
  looking
• 16:42
  at
• 16:42
  the
• 16:42
  phone,
• 16:43
  they
• 16:43
  are
• 16:43
  looking
• 16:43
  at
• 16:43
  a
• 16:43
  website.
• 16:44
  And
• 16:44
  some
• 16:44
  of
• 16:44
  the
• 16:44
  places
• 16:45
  I
• 16:45
  see
• 16:45
  people
• 16:45
  fall
• 16:45
  down
• 16:46
  on
• 16:46
  this
• 16:46
  is
• 16:47
  contact
• 16:47
  form.
• 16:48
  Sometimes
• 16:48
  something
• 16:48
  as
• 16:48
  simple
• 16:49
  as
• 16:49
  the
• 16:49
  contact
• 16:49
  form
• 16:49
  is
• 16:50
  terribly
• 16:50
  difficult
• 16:51
  to
• 16:51
  use
• 16:51
  on
• 16:51
  a
• 16:51
  mobile
• 16:52
  phone.
• 16:52
  And
• 16:52
  the
• 16:53
  other
• 16:53
  thing
• 16:53
  I
• 16:53
  think
• 16:54
  people
• 16:54
  fall
• 16:54
  down
• 16:54
  on,
• 16:55
  sometimes
• 16:55
  it's
• 16:55
  is
• 16:55
  brochures,
• 16:56
  like
• 16:56
  they
• 16:56
  have
• 16:56
  this
• 16:57
  beautiful
• 16:57
  brochure,
• 16:57
  but
• 16:58
  it
• 16:58
  doesn't
• 16:58
  load
• 16:58
  on
• 16:59
  a
• 16:59
  phone
• 16:59
  or
• 16:59
  it
• 17:00
  comes
• 17:00
  out
• 17:00
  all
• 17:00
  funny
• 17:01
  on
• 17:01
  a
• 17:01
  phone.
• 17:01
  And
• 17:01
  so
• 17:02
  again,
• 17:02
  the
• 17:02
  data
• 17:02
  shows
• 17:03
  us
• 17:03
  that
• 17:03
  they're
• 17:03
  not
• 17:04
  just
• 17:04
  looking
• 17:04
  on
• 17:04
  social
• 17:04
  media,
• 17:05
  they
• 17:05
  are
• 17:05
  doing
• 17:05
  a
• 17:06
  majority
• 17:06
  of
• 17:06
  their
• 17:06
  wedding
• 17:07
  planning
• 17:07
  of
• 17:07
  all
• 17:08
  stages,
• 17:08
  emails,
• 17:09
  everything
• 17:09
  on
• 17:09
  their
• 17:10
  phone.
• 17:10
  So
• 17:10
  we
• 17:11
  need
• 17:11
  to
• 17:11
  do
• 17:12
  more
• 17:12
  to
• 17:13
  help
• 17:13
  them
• 17:13
  with
• 17:13
  that.
• 17:14
  Now
• 17:14
  I'm
• 17:14
  interested
• 17:14
  because
• 17:15
  you
• 17:15
  said
• 17:15
  you
• 17:15
  made
• 17:15
  a
• 17:15
  couple
• 17:15
  of
• 17:16
  changes
• 17:16
  in
• 17:16
  your
• 17:16
  business.
• 17:16
  You
• 17:17
  willing
• 17:17
  to
• 17:17
  share
• 17:17
  any
• 17:17
  of
• 17:18
  the
• 17:18
  things
• 17:18
  you've
• 17:18
  done
• 17:18
  differently
• 17:19
  based
• 17:19
  on
• 17:19
  what
• 17:19
  you've
• 17:20
  learned?
• 17:20
  Yeah,
• 17:20
  I
• 17:21
  mean,
• 17:21
  I'm
• 17:21
  not
• 17:21
  a.
• 17:21
  I'm
• 17:22
  a.
• 17:22
  I'm
• 17:22
  an
• 17:22
  old
• 17:22
  duffer.
• 17:23
  I've
• 17:23
  been
• 17:24
  going
• 17:24
  for
• 17:24
  a
• 17:24
  long
• 17:24
  time.
• 17:25
  Social
• 17:25
  media
• 17:26
  was
• 17:26
  not
• 17:26
  a
• 17:26
  thing,
• 17:27
  believe
• 17:28
  it
• 17:28
  or
• 17:28
  not,
• 17:28
  when
• 17:28
  I
• 17:28
  first
• 17:28
  started
• 17:29
  shooting
• 17:29
  weddings.
• 17:30
  So
• 17:30
  I'm
• 17:31
  a
• 17:31
  late
• 17:31
  adopter
• 17:31
  when
• 17:32
  it
• 17:32
  comes
• 17:32
  to
• 17:32
  social.
• 17:33
  I've
• 17:33
  always
• 17:33
  received
• 17:34
  all
• 17:34
  my
• 17:35
  bookings
• 17:35
  through
• 17:36
  word
• 17:36
  of
• 17:36
  mouth.
• 17:37
  That
• 17:37
  has
• 17:37
  dropped
• 17:38
  as
• 17:38
  a
• 17:38
  percentage
• 17:39
  of
• 17:39
  the
• 17:39
  way
• 17:40
  that
• 17:40
  people
• 17:40
  find
• 17:41
  suppliers
• 17:42
  and
• 17:42
  that
• 17:43
  online
• 17:43
  has
• 17:44
  taken
• 17:44
  over.
• 17:44
  That's
• 17:45
  what's
• 17:45
  happened
• 17:45
  over
• 17:45
  the
• 17:45
  last
• 17:46
  decade.
• 17:46
  I
• 17:46
  think
• 17:46
  we
• 17:47
  all
• 17:47
  get
• 17:47
  a
• 17:47
  sense
• 17:47
  of
• 17:47
  that.
• 17:48
  But
• 17:48
  I
• 17:48
  was
• 17:48
  amazed
• 17:49
  at
• 17:49
  the
• 17:50
  extent
• 17:51
  I
• 17:51
  have
• 17:52
  chained
• 17:53
  email.
• 17:53
  I
• 17:53
  wanted
• 17:54
  to
• 17:54
  actually
• 17:54
  comment
• 17:54
  on
• 17:54
  that
• 17:54
  because
• 17:55
  you're
• 17:55
  talking
• 17:56
  about
• 17:56
  people
• 17:56
  looking
• 17:56
  at
• 17:56
  websites
• 17:57
  and
• 17:57
  contact
• 17:57
  forms.
• 17:58
  Email
• 17:59
  is
• 17:59
  still
• 17:59
  the
• 18:00
  single
• 18:00
  biggest
• 18:01
  way
• 18:01
  in
• 18:01
  which
• 18:02
  a
• 18:02
  couple
• 18:02
  will
• 18:02
  get
• 18:03
  in
• 18:03
  touch
• 18:03
  with
• 18:03
  the
• 18:03
  supplier
• 18:04
  they're
• 18:04
  interested
• 18:04
  in.
• 18:05
  Email
• 18:05
  is
• 18:06
  the
• 18:06
  preferred
• 18:06
  mode
• 18:06
  of
• 18:07
  contact,
• 18:07
  not
• 18:08
  message,
• 18:08
  on
• 18:09
  Instagram
• 18:09
  or
• 18:10
  any
• 18:10
  other
• 18:10
  social
• 18:11
  media
• 18:11
  platform.
• 18:11
  It's
• 18:12
  email.
• 18:13
  So
• 18:13
  I've
• 18:13
  just
• 18:13
  actually
• 18:14
  tweaked
• 18:14
  my
• 18:15
  email
• 18:15
  trail
• 18:16
  and
• 18:16
  how
• 18:16
  my
• 18:17
  emails
• 18:17
  are
• 18:17
  sent
• 18:17
  out
• 18:18
  and
• 18:18
  how.
• 18:18
  What's.
• 18:18
  What
• 18:18
  happens
• 18:19
  once
• 18:19
  someone
• 18:20
  sends
• 18:20
  me
• 18:20
  an
• 18:20
  email.
• 18:21
  So
• 18:21
  I'm
• 18:21
  more
• 18:21
  efficient
• 18:22
  on
• 18:22
  that.
• 18:23
  And
• 18:24
  more
• 18:24
  about
• 18:24
  the
• 18:25
  comms
• 18:25
  is
• 18:26
  how
• 18:26
  I've
• 18:26
  made
• 18:26
  those
• 18:27
  changes,
• 18:27
  how
• 18:28
  I
• 18:28
  communicate
• 18:28
  with
• 18:28
  couples
• 18:29
  based
• 18:29
  on
• 18:30
  what
• 18:30
  the
• 18:30
  report
• 18:30
  has
• 18:31
  told
• 18:31
  me.
• 18:31
  And
• 18:32
  that
• 18:32
  is
• 18:32
  specifically
• 18:33
  about
• 18:33
  photographers,
• 18:34
  but
• 18:35
  the
• 18:35
  data
• 18:35
  is
• 18:35
  in
• 18:35
  there
• 18:36
  for
• 18:36
  the
• 18:36
  other
• 18:36
  categories
• 18:36
  as
• 18:37
  well.
• 18:37
  And
• 18:37
  I
• 18:37
  think
• 18:37
  the
• 18:37
  email
• 18:38
  one's
• 18:38
  interesting
• 18:39
  because
• 18:39
  obviously
• 18:40
  again,
• 18:40
  if
• 18:40
  you
• 18:40
  go
• 18:40
  back
• 18:40
  a
• 18:41
  decade,
• 18:41
  phone
• 18:41
  calls
• 18:42
  was
• 18:42
  still
• 18:42
  a
• 18:42
  bit
• 18:42
  more
• 18:42
  of
• 18:43
  a
• 18:43
  thing
• 18:43
  that
• 18:43
  it.
• 18:43
  And
• 18:44
  definitely
• 18:44
  that's
• 18:44
  now
• 18:44
  dropped
• 18:45
  off
• 18:45
  a
• 18:45
  cliff.
• 18:45
  But
• 18:46
  it'll
• 18:46
  be
• 18:46
  interesting
• 18:46
  to
• 18:46
  see
• 18:46
  if
• 18:47
  you
• 18:47
  continue
• 18:47
  to
• 18:48
  do
• 18:48
  this
• 18:48
  over
• 18:48
  the
• 18:48
  next
• 18:48
  five
• 18:49
  years,
• 18:49
  whether
• 18:50
  email
• 18:50
  still
• 18:50
  stays
• 18:51
  as
• 18:51
  strong
• 18:51
  or
• 18:52
  whether
• 18:52
  the
• 18:52
  rise
• 18:53
  of
• 18:53
  some
• 18:53
  of
• 18:53
  the
• 18:53
  instant
• 18:54
  messaging
• 18:54
  or
• 18:55
  WhatsApp
• 18:55
  starts
• 18:56
  to
• 18:56
  take
• 18:56
  over.
• 18:56
  Because
• 18:56
  we've
• 18:56
  definitely
• 18:57
  seen
• 18:57
  an
• 18:57
  increase
• 18:58
  in
• 18:58
  couples
• 18:59
  wanting
• 18:59
  to
• 18:59
  communicate
• 19:00
  that
• 19:00
  way.
• 19:01
  But
• 19:01
  yeah,
• 19:02
  I
• 19:02
  guess
• 19:02
  that'll
• 19:02
  be
• 19:02
  an
• 19:02
  interesting
• 19:03
  thing
• 19:03
  to
• 19:03
  track.
• 19:04
  Was
• 19:04
  WhatsApp
• 19:04
  a
• 19:05
  specific
• 19:05
  option
• 19:06
  on
• 19:06
  your
• 19:07
  form
• 19:07
  over
• 19:08
  the
• 19:08
  last
• 19:08
  couple
• 19:08
  of
• 19:08
  years?
• 19:08
  I
• 19:09
  think
• 19:09
  it
• 19:09
  was
• 19:09
  from
• 19:09
  what
• 19:09
  I
• 19:10
  saw.
• 19:10
  Good
• 19:10
  question.
• 19:11
  Off
• 19:11
  the
• 19:11
  top
• 19:11
  of
• 19:11
  my
• 19:11
  head,
• 19:12
  I'm
• 19:12
  not
• 19:12
  entirely
• 19:13
  sure.
• 19:13
  There's
• 19:13
  a
• 19:13
  huge
• 19:14
  amount
• 19:14
  of
• 19:14
  data
• 19:14
  and
• 19:15
  you'll
• 19:15
  forgive
• 19:15
  me
• 19:15
  for
• 19:15
  not
• 19:15
  having
• 19:16
  memorized
• 19:16
  all
• 19:16
  of
• 19:17
  it.
• 19:17
  There
• 19:18
  are
• 19:18
  41
• 19:18
  questions
• 19:19
  with
• 19:19
  all
• 19:20
  sorts
• 19:20
  of
• 19:20
  different
• 19:20
  options
• 19:20
  within
• 19:21
  each
• 19:21
  question.
• 19:22
  I
• 19:22
  will
• 19:22
  double
• 19:23
  check
• 19:23
  and
• 19:23
  actually
• 19:23
  it's
• 19:23
  a
• 19:23
  good
• 19:24
  point
• 19:24
  because
• 19:24
  what
• 19:25
  we
• 19:26
  we've
• 19:26
  made
• 19:26
  some
• 19:26
  changes
• 19:27
  to
• 19:27
  the
• 19:27
  survey
• 19:28
  that
• 19:28
  voters
• 19:29
  are
• 19:29
  currently
• 19:29
  completing
• 19:30
  now.
• 19:31
  And
• 19:33
  while
• 19:33
  still
• 19:34
  enabling
• 19:34
  the
• 19:34
  data
• 19:34
  to
• 19:35
  be
• 19:35
  comparable
• 19:35
  year
• 19:36
  on
• 19:36
  year,
• 19:36
  we
• 19:36
  are
• 19:36
  also
• 19:37
  adding
• 19:37
  lots
• 19:37
  of
• 19:38
  new
• 19:38
  data,
• 19:38
  new
• 19:38
  question
• 19:39
  points.
• 19:39
  So
• 19:40
  I'll
• 19:40
  make
• 19:40
  sure
• 19:40
  that
• 19:41
  that
• 19:42
  granularity
• 19:43
  about
• 19:43
  the
• 19:43
  way
• 19:43
  that
• 19:43
  couples
• 19:44
  are
• 19:44
  contacting
• 19:44
  their
• 19:44
  suppliers
• 19:45
  is
• 19:45
  included.
• 19:45
  Yeah,
• 19:46
  I
• 19:46
  think
• 19:46
  that's
• 19:46
  a
• 19:46
  really
• 19:46
  interesting
• 19:47
  thing
• 19:47
  for
• 19:47
  us
• 19:48
  to
• 19:48
  track
• 19:48
  over
• 19:48
  the
• 19:48
  next
• 19:49
  couple
• 19:49
  of
• 19:49
  years
• 19:49
  because
• 19:50
  I
• 19:50
  remember
• 19:50
  saying
• 19:50
  on
• 19:51
  stage
• 19:51
  probably
• 19:51
  a
• 19:51
  year
• 19:51
  and
• 19:52
  a
• 19:52
  half
• 19:52
  ago,
• 19:52
  two
• 19:52
  years,
• 19:53
  WhatsApp's
• 19:53
  on
• 19:53
  the
• 19:53
  rise.
• 19:54
  And
• 19:54
  then
• 19:54
  people
• 19:54
  started
• 19:55
  adding
• 19:55
  WhatsApp
• 19:55
  and
• 19:55
  they
• 19:56
  are
• 19:56
  seeing
• 19:56
  couples
• 19:56
  engaging
• 19:57
  in
• 19:57
  that.
• 19:57
  But
• 19:58
  in
• 19:58
  the
• 19:58
  same
• 19:58
  way
• 19:58
  that
• 19:59
  Google
• 19:59
  search
• 19:59
  is
• 19:59
  still
• 20:00
  king
• 20:00
  and
• 20:00
  AI
• 20:00
  search
• 20:01
  is
• 20:01
  growing
• 20:01
  in
• 20:01
  a
• 20:02
  smaller
• 20:02
  rate,
• 20:02
  I
• 20:03
  wonder
• 20:03
  if
• 20:03
  it'll
• 20:03
  be
• 20:03
  the
• 20:03
  same.
• 20:04
  But
• 20:04
  we
• 20:04
  don't
• 20:04
  know.
• 20:05
  We'll
• 20:05
  have
• 20:05
  to
• 20:05
  have
• 20:05
  this
• 20:06
  conversation
• 20:06
  again
• 20:06
  in
• 20:06
  a
• 20:07
  one
• 20:07
  or
• 20:07
  two
• 20:07
  years
• 20:07
  and
• 20:08
  see
• 20:08
  whether
• 20:09
  or
• 20:09
  not
• 20:09
  it
• 20:09
  is
• 20:09
  catching
• 20:10
  up
• 20:10
  or
• 20:10
  whether
• 20:10
  email
• 20:11
  is
• 20:11
  still
• 20:11
  king.
• 20:12
  But
• 20:12
  we
• 20:12
  also
• 20:12
  know,
• 20:13
  just
• 20:13
  a
• 20:13
  side
• 20:14
  note,
• 20:14
  that
• 20:14
  the
• 20:14
  way
• 20:15
  that
• 20:15
  couples
• 20:16
  are
• 20:16
  consuming
• 20:16
  those
• 20:16
  emails
• 20:17
  is
• 20:17
  also
• 20:17
  shifting.
• 20:18
  Obviously
• 20:18
  the
• 20:18
  data
• 20:19
  won't
• 20:19
  go
• 20:19
  into
• 20:19
  that
• 20:19
  kind
• 20:19
  of
• 20:20
  granular
• 20:20
  detail,
• 20:20
  but
• 20:20
  for
• 20:21
  people
• 20:21
  listening
• 20:21
  the
• 20:22
  way
• 20:22
  your
• 20:22
  emails
• 20:23
  are
• 20:23
  received
• 20:23
  now,
• 20:23
  they
• 20:23
  just
• 20:24
  need
• 20:24
  to
• 20:24
  get
• 20:24
  shorter
• 20:24
  and
• 20:25
  they
• 20:25
  need
• 20:25
  to
• 20:25
  get
• 20:25
  to
• 20:25
  the
• 20:25
  point
• 20:26
  because
• 20:26
  if
• 20:26
  you've
• 20:27
  got
• 20:27
  long,
• 20:27
  flowery
• 20:28
  storytelling
• 20:28
  emails,
• 20:29
  they're
• 20:29
  probably
• 20:29
  not
• 20:30
  being
• 20:30
  read
• 20:30
  anyway.
• 20:31
  Back
• 20:31
  to
• 20:32
  the
• 20:32
  data.
• 20:32
  Now
• 20:33
  one
• 20:33
  of
• 20:33
  the
• 20:33
  other
• 20:33
  things
• 20:34
  you
• 20:34
  just
• 20:34
  mentioned
• 20:35
  was
• 20:35
  about
• 20:35
  online
• 20:36
  versus
• 20:37
  word
• 20:37
  of
• 20:37
  mouth.
• 20:38
  But
• 20:38
  what
• 20:38
  was
• 20:38
  really
• 20:39
  fascinating
• 20:39
  to
• 20:40
  me
• 20:40
  in
• 20:40
  the
• 20:40
  data
• 20:41
  report
• 20:41
  was
• 20:42
  the
• 20:42
  way
• 20:42
  you
• 20:42
  broke
• 20:43
  down
• 20:43
  some
• 20:43
  of
• 20:43
  the
• 20:44
  categories.
• 20:44
  So
• 20:44
  actually
• 20:45
  online
• 20:46
  is
• 20:46
  definitely
• 20:47
  king
• 20:47
  for
• 20:48
  most
• 20:48
  categories.
• 20:49
  But
• 20:49
  interestingly
• 20:50
  some
• 20:50
  categories
• 20:51
  are
• 20:51
  still
• 20:52
  favoring
• 20:52
  friends
• 20:53
  and
• 20:53
  family
• 20:53
  and
• 20:54
  some
• 20:54
  categories
• 20:55
  are
• 20:55
  still
• 20:56
  mostly
• 20:56
  being
• 20:57
  found
• 20:57
  by
• 20:58
  venue
• 20:59
  recommendations,
• 20:59
  which
• 21:00
  I
• 21:00
  thought
• 21:00
  was
• 21:00
  a
• 21:01
  really
• 21:01
  fascinating
• 21:02
  insight.
• 21:03
  So
• 21:03
  for
• 21:03
  example,
• 21:04
  caterers,
• 21:04
  which
• 21:05
  makes
• 21:05
  sense,
• 21:05
  like
• 21:06
  predominantly
• 21:07
  are
• 21:07
  being
• 21:07
  found
• 21:07
  from
• 21:08
  venues.
• 21:08
  And
• 21:08
  so
• 21:08
  I
• 21:08
  think
• 21:09
  again
• 21:09
  going
• 21:09
  into
• 21:09
  this
• 21:10
  report
• 21:10
  and
• 21:10
  each
• 21:10
  category,
• 21:11
  looking
• 21:11
  at
• 21:11
  where
• 21:11
  they
• 21:12
  sit
• 21:12
  is
• 21:13
  really
• 21:13
  important
• 21:13
  because
• 21:14
  if
• 21:14
  you
• 21:14
  go
• 21:14
  and
• 21:14
  see
• 21:14
  you're
• 21:15
  a
• 21:15
  category
• 21:15
  that
• 21:15
  is
• 21:15
  still
• 21:16
  very
• 21:16
  much
• 21:17
  venue
• 21:18
  recommendation
• 21:18
  heavy,
• 21:19
  then
• 21:19
  you
• 21:19
  should
• 21:19
  be
• 21:19
  doubling
• 21:20
  down
• 21:20
  and
• 21:20
  going
• 21:21
  with
• 21:21
  the
• 21:21
  venues.
• 21:21
  If
• 21:21
  you're
• 21:22
  in
• 21:22
  a
• 21:22
  category
• 21:22
  that
• 21:22
  is
• 21:22
  still
• 21:23
  very
• 21:23
  friends
• 21:23
  and
• 21:24
  family
• 21:24
  heavy,
• 21:25
  there
• 21:25
  was
• 21:25
  a
• 21:25
  few
• 21:25
  of
• 21:26
  those,
• 21:26
  but
• 21:26
  one
• 21:26
  of
• 21:26
  them
• 21:26
  I
• 21:27
  think
• 21:27
  was
• 21:27
  as
• 21:27
  florists.
• 21:28
  Again
• 21:28
  you
• 21:29
  should
• 21:29
  be
• 21:29
  looking
• 21:29
  at
• 21:29
  that
• 21:30
  and
• 21:30
  then
• 21:30
  everybody
• 21:31
  else,
• 21:31
  photographers
• 21:32
  included,
• 21:32
  is
• 21:33
  definitely
• 21:34
  online.
• 21:34
  I
• 21:35
  wonder
• 21:35
  why
• 21:35
  that
• 21:35
  shift
• 21:36
  has
• 21:36
  happened.
• 21:36
  Have
• 21:36
  you
• 21:37
  got
• 21:37
  any
• 21:37
  insight
• 21:37
  onto
• 21:38
  why
• 21:38
  we
• 21:38
  think
• 21:39
  either
• 21:40
  people
• 21:40
  are
• 21:40
  moving
• 21:41
  away
• 21:41
  from
• 21:41
  recommendations
• 21:42
  or
• 21:42
  why
• 21:42
  it's
• 21:42
  so
• 21:43
  split
• 21:43
  dependent
• 21:44
  on
• 21:44
  category?
• 21:44
  I'll
• 21:45
  be
• 21:45
  honest,
• 21:45
  we
• 21:45
  don't
• 21:45
  have
• 21:46
  any
• 21:46
  insight
• 21:46
  into
• 21:46
  that,
• 21:47
  because
• 21:47
  it's
• 21:47
  not
• 21:47
  something
• 21:47
  we've
• 21:48
  asked
• 21:48
  those
• 21:48
  couples
• 21:49
  within
• 21:49
  that
• 21:49
  survey.
• 21:50
  Just
• 21:50
  one
• 21:50
  point
• 21:50
  on
• 21:51
  that.
• 21:51
  Our
• 21:52
  survey
• 21:52
  takes
• 21:53
  between
• 21:53
  20
• 21:54
  and
• 21:54
  30
• 21:54
  minutes
• 21:55
  to
• 21:55
  complete.
• 21:56
  That's
• 21:56
  a
• 21:56
  long
• 21:57
  time
• 21:57
  for
• 21:58
  a
• 21:58
  survey,
• 21:59
  but
• 21:59
  we
• 21:59
  get
• 21:59
  about
• 21:59
  a
• 22:00
  10%
• 22:00
  completion
• 22:01
  rate.
• 22:01
  So
• 22:02
  of
• 22:02
  the
• 22:02
  25,000
• 22:03
  couples
• 22:03
  that
• 22:03
  are
• 22:03
  voting,
• 22:04
  we
• 22:04
  get
• 22:04
  about
• 22:04
  two
• 22:04
  and
• 22:04
  a
• 22:04
  half
• 22:05
  thousand
• 22:05
  each
• 22:05
  year
• 22:06
  completing
• 22:06
  this
• 22:06
  survey.
• 22:07
  So
• 22:07
  that's
• 22:07
  well
• 22:07
  above
• 22:08
  industry
• 22:08
  or
• 22:08
  any
• 22:08
  average
• 22:09
  for
• 22:09
  a
• 22:09
  survey
• 22:09
  completion.
• 22:10
  The
• 22:11
  more
• 22:11
  questions
• 22:11
  we
• 22:11
  ask,
• 22:12
  the
• 22:12
  longer
• 22:12
  it
• 22:12
  takes.
• 22:12
  So
• 22:13
  we
• 22:13
  have
• 22:13
  to
• 22:13
  be
• 22:13
  careful
• 22:13
  with
• 22:14
  what
• 22:14
  we
• 22:14
  ask.
• 22:14
  Just
• 22:14
  as
• 22:15
  a
• 22:15
  general
• 22:15
  aside,
• 22:16
  but
• 22:16
  no,
• 22:17
  I
• 22:17
  mean,
• 22:17
  obviously
• 22:17
  caterers
• 22:18
  make
• 22:18
  sense.
• 22:18
  You
• 22:18
  go
• 22:19
  to
• 22:19
  your
• 22:19
  venue,
• 22:19
  the
• 22:20
  venue
• 22:20
  will
• 22:20
  often
• 22:21
  have
• 22:21
  a
• 22:21
  recommended
• 22:22
  supply
• 22:22
  list
• 22:22
  from
• 22:22
  which
• 22:23
  you
• 22:23
  have
• 22:23
  to
• 22:23
  select,
• 22:24
  or
• 22:24
  they'll
• 22:24
  offer
• 22:24
  one
• 22:25
  caterer,
• 22:25
  external
• 22:26
  caterer
• 22:26
  that
• 22:26
  you
• 22:26
  have
• 22:27
  to
• 22:27
  choose,
• 22:27
  or
• 22:27
  they'll
• 22:28
  offer
• 22:28
  the
• 22:28
  catering
• 22:28
  themselves.
• 22:29
  It's
• 22:29
  increasingly
• 22:30
  popular
• 22:31
  with
• 22:31
  venues
• 22:32
  because
• 22:32
  it's
• 22:32
  another
• 22:32
  revenue
• 22:33
  stream
• 22:33
  for
• 22:33
  them.
• 22:34
  Cake.
• 22:34
  I
• 22:35
  think
• 22:35
  part
• 22:35
  of
• 22:35
  the
• 22:35
  reason
• 22:35
  it's
• 22:36
  friends
• 22:36
  and
• 22:36
  family
• 22:37
  is
• 22:37
  that
• 22:37
  it's
• 22:37
  also
• 22:38
  come
• 22:39
  out
• 22:39
  as
• 22:39
  one
• 22:39
  of
• 22:40
  the
• 22:41
  highest
• 22:41
  rates
• 22:41
  of
• 22:42
  DIY
• 22:42
  within
• 22:43
  any
• 22:43
  of
• 22:43
  the
• 22:43
  categories.
• 22:44
  So
• 22:44
  I
• 22:44
  think
• 22:45
  I
• 22:45
  don't
• 22:45
  want
• 22:45
  to
• 22:46
  give
• 22:46
  the
• 22:46
  stats
• 22:46
  away,
• 22:47
  but
• 22:48
  it's
• 22:48
  the
• 22:48
  highest
• 22:48
  percentage
• 22:50
  of
• 22:50
  diy,
• 22:51
  whether
• 22:51
  that's
• 22:51
  the
• 22:51
  couple
• 22:52
  doing
• 22:52
  it
• 22:52
  themselves,
• 22:52
  but
• 22:52
  more
• 22:53
  likely
• 22:53
  a
• 22:53
  family
• 22:54
  member
• 22:54
  making
• 22:54
  the
• 22:55
  cake
• 22:55
  for
• 22:55
  them
• 22:55
  rather
• 22:55
  than
• 22:56
  than
• 22:56
  engaging
• 22:56
  a
• 22:57
  professional
• 22:57
  cake
• 22:57
  maker.
• 22:59
  So
• 22:59
  obviously
• 22:59
  their
• 23:00
  friends
• 23:00
  and
• 23:00
  family
• 23:00
  is
• 23:01
  going
• 23:01
  to
• 23:01
  be
• 23:01
  a
• 23:01
  much
• 23:01
  higher
• 23:02
  percentage
• 23:03
  of
• 23:03
  the
• 23:04
  discovery
• 23:04
  channels.
• 23:05
  But
• 23:05
  you
• 23:06
  know
• 23:06
  what,
• 23:06
  Damien,
• 23:07
  I
• 23:07
  was
• 23:07
  just
• 23:08
  going
• 23:08
  to
• 23:08
  say,
• 23:08
  for
• 23:09
  me,
• 23:09
  my
• 23:09
  marketing
• 23:09
  brain
• 23:10
  starts
• 23:10
  whirring
• 23:11
  at
• 23:11
  these
• 23:11
  stats,
• 23:11
  so
• 23:12
  I
• 23:12
  think
• 23:12
  sometimes
• 23:12
  people
• 23:12
  think,
• 23:13
  well,
• 23:13
  great,
• 23:13
  that's
• 23:14
  a
• 23:14
  great
• 23:14
  start.
• 23:14
  How
• 23:14
  am
• 23:14
  I
• 23:15
  actually
• 23:15
  going
• 23:15
  to
• 23:15
  use
• 23:15
  that
• 23:15
  in
• 23:15
  my
• 23:16
  business?
• 23:16
  But
• 23:16
  that's
• 23:17
  saying
• 23:17
  to
• 23:17
  me,
• 23:17
  right,
• 23:17
  if
• 23:17
  cake
• 23:18
  makers,
• 23:18
  we
• 23:18
  know
• 23:18
  predominantly
• 23:19
  or
• 23:19
  is
• 23:19
  a
• 23:20
  higher
• 23:20
  percentage
• 23:20
  of
• 23:20
  using
• 23:21
  DIY
• 23:22
  as
• 23:22
  cake
• 23:22
  makers,
• 23:23
  that
• 23:23
  gives
• 23:24
  us
• 23:24
  so
• 23:24
  many
• 23:24
  content
• 23:25
  ideas
• 23:25
  about
• 23:25
  why
• 23:26
  we
• 23:26
  shouldn't
• 23:26
  use
• 23:26
  our
• 23:26
  friends
• 23:27
  and
• 23:27
  family
• 23:27
  to
• 23:27
  make
• 23:27
  the
• 23:28
  cake.
• 23:28
  Here's
• 23:28
  all
• 23:28
  the
• 23:28
  things
• 23:29
  that
• 23:29
  go
• 23:29
  wrong
• 23:29
  when
• 23:29
  your
• 23:29
  aunt
• 23:30
  bakes
• 23:30
  the
• 23:30
  cake.
• 23:30
  Here's
• 23:31
  why
• 23:31
  you
• 23:31
  should
• 23:31
  use
• 23:31
  a
• 23:31
  professional
• 23:32
  cake
• 23:32
  maker.
• 23:32
  Here's
• 23:33
  this,
• 23:33
  like
• 23:33
  food
• 23:34
  hygiene
• 23:34
  standards.
• 23:34
  And
• 23:35
  that
• 23:36
  is
• 23:36
  what
• 23:36
  gets
• 23:37
  me
• 23:37
  excited
• 23:37
  about
• 23:37
  data.
• 23:38
  It's
• 23:38
  not
• 23:38
  the
• 23:38
  numbers,
• 23:39
  it's
• 23:39
  how
• 23:39
  we
• 23:40
  can
• 23:40
  take
• 23:40
  those
• 23:40
  numbers
• 23:41
  and
• 23:41
  turn
• 23:41
  them
• 23:42
  into
• 23:42
  a
• 23:42
  positive.
• 23:43
  That's
• 23:43
  absolutely
• 23:44
  right.
• 23:44
  And
• 23:44
  I
• 23:44
  think
• 23:45
  cake's
• 23:45
  a
• 23:46
  really
• 23:46
  good
• 23:46
  example.
• 23:46
  You
• 23:47
  have
• 23:47
  to
• 23:47
  show
• 23:48
  value.
• 23:48
  People
• 23:49
  think,
• 23:49
  people
• 23:49
  who
• 23:50
  do
• 23:50
  DIY
• 23:50
  just
• 23:50
  think,
• 23:51
  oh,
• 23:51
  I'll
• 23:51
  get
• 23:51
  Auntie
• 23:51
  Joan
• 23:52
  to
• 23:52
  make
• 23:52
  us
• 23:52
  a
• 23:52
  cake
• 23:53
  because
• 23:53
  that
• 23:53
  be
• 23:54
  she'll
• 23:54
  love
• 23:54
  it
• 23:54
  and
• 23:55
  we'll
• 23:55
  still
• 23:55
  have
• 23:55
  a
• 23:55
  cake
• 23:55
  that
• 23:56
  we
• 23:56
  can
• 23:56
  cut
• 23:56
  and
• 23:56
  eat
• 23:57
  and.
• 23:57
  But
• 23:57
  cake
• 23:57
  makers
• 23:58
  are
• 23:58
  offering
• 23:59
  completely,
• 24:00
  you
• 24:00
  know,
• 24:00
  different
• 24:01
  skill
• 24:01
  sets.
• 24:02
  And
• 24:02
  I
• 24:02
  think
• 24:03
  cake
• 24:03
  makers
• 24:03
  in
• 24:03
  this
• 24:04
  instance
• 24:04
  need
• 24:04
  to
• 24:04
  show
• 24:04
  that
• 24:05
  value.
• 24:05
  We
• 24:05
  talked
• 24:05
  about
• 24:06
  that
• 24:06
  earlier
• 24:06
  on
• 24:06
  websites,
• 24:07
  social
• 24:07
  media.
• 24:08
  They
• 24:08
  need
• 24:08
  to
• 24:08
  show
• 24:09
  the
• 24:09
  value,
• 24:09
  the
• 24:09
  skill.
• 24:10
  Why
• 24:10
  is
• 24:11
  it
• 24:11
  worth,
• 24:11
  you
• 24:12
  know,
• 24:12
  paying
• 24:12
  for
• 24:12
  a
• 24:13
  professionally
• 24:13
  made
• 24:14
  cake?
• 24:14
  Designed
• 24:14
  and
• 24:15
  made
• 24:15
  cake.
• 24:16
  And
• 24:16
  the
• 24:16
  DJs
• 24:16
  are
• 24:16
  the
• 24:17
  same.
• 24:17
  DJs
• 24:17
  are
• 24:17
  another
• 24:18
  category.
• 24:18
  Vent
• 24:19
  comes
• 24:19
  from
• 24:19
  venue
• 24:19
  recommendations
• 24:20
  predominantly.
• 24:21
  Why
• 24:22
  should
• 24:22
  you
• 24:22
  go
• 24:22
  with
• 24:23
  a
• 24:23
  ven.
• 24:23
  A
• 24:23
  DJ
• 24:24
  that
• 24:24
  knows
• 24:24
  the.
• 24:24
  The
• 24:25
  venue
• 24:25
  well
• 24:26
  rather
• 24:26
  than
• 24:26
  another
• 24:26
  DJ
• 24:27
  that's,
• 24:27
  you
• 24:27
  know,
• 24:27
  the
• 24:28
  DJs
• 24:28
  need
• 24:28
  to
• 24:28
  display
• 24:29
  that
• 24:29
  in
• 24:30
  their
• 24:30
  marketing.
• 24:31
  You
• 24:32
  know,
• 24:32
  you're
• 24:32
  right,
• 24:32
  there's
• 24:33
  an
• 24:33
  opportunity.
• 24:33
  There's
• 24:34
  opportunities
• 24:34
  in
• 24:35
  all
• 24:35
  of
• 24:35
  this
• 24:35
  data.
• 24:36
  And
• 24:36
  one
• 24:36
  of
• 24:36
  the
• 24:36
  hard
• 24:36
  things
• 24:37
  for
• 24:37
  us
• 24:37
  has
• 24:37
  been
• 24:37
  to
• 24:38
  try,
• 24:38
  in
• 24:38
  a
• 24:39
  short
• 24:39
  winded
• 24:41
  sort
• 24:41
  of
• 24:41
  nutshell
• 24:42
  way,
• 24:42
  try
• 24:43
  to
• 24:43
  offer
• 24:44
  some
• 24:44
  help
• 24:44
  to
• 24:44
  each
• 24:45
  category
• 24:46
  to
• 24:46
  say,
• 24:46
  look,
• 24:47
  here's
• 24:47
  what
• 24:47
  this
• 24:47
  means
• 24:47
  for
• 24:48
  you,
• 24:48
  here's
• 24:48
  what
• 24:48
  you
• 24:48
  can
• 24:49
  do
• 24:49
  with
• 24:49
  this
• 24:49
  data
• 24:50
  and
• 24:50
  here's
• 24:51
  perhaps
• 24:51
  how
• 24:51
  twee
• 24:51
  might
• 24:52
  be
• 24:52
  able
• 24:52
  to
• 24:52
  help.
• 24:52
  We
• 24:53
  put
• 24:53
  a
• 24:53
  bit
• 24:53
  of
• 24:53
  that
• 24:53
  in
• 24:53
  there,
• 24:55
  but
• 24:55
  it's
• 24:55
  not
• 24:55
  easy
• 24:56
  to
• 24:56
  decode
• 24:56
  this
• 24:56
  data.
• 24:57
  Data,
• 24:57
  but
• 24:57
  the
• 24:57
  data
• 24:58
  is
• 24:58
  there
• 24:58
  to
• 24:58
  be
• 24:58
  decoded.
• 24:59
  Yeah,
• 24:59
  absolutely.
• 25:00
  And
• 25:00
  which
• 25:00
  is
• 25:01
  why
• 25:01
  conversations
• 25:01
  like
• 25:01
  this
• 25:02
  are
• 25:02
  great,
• 25:02
  because
• 25:02
  it
• 25:03
  gives
• 25:03
  people
• 25:03
  ideas,
• 25:03
  but
• 25:04
  also
• 25:04
  what
• 25:04
  I
• 25:04
  really
• 25:04
  like
• 25:05
  about
• 25:05
  the
• 25:05
  report.
• 25:05
  And
• 25:06
  again,
• 25:06
  we
• 25:06
  won't
• 25:06
  go
• 25:06
  into
• 25:06
  too
• 25:07
  much
• 25:07
  detail
• 25:07
  because
• 25:07
  there's
• 25:08
  so
• 25:08
  many
• 25:08
  categories,
• 25:08
  but
• 25:09
  for
• 25:09
  each
• 25:09
  category
• 25:10
  there
• 25:10
  is
• 25:10
  a
• 25:10
  double
• 25:10
  page
• 25:11
  spread
• 25:11
  as
• 25:11
  you
• 25:11
  said,
• 25:12
  with
• 25:12
  really
• 25:12
  practical
• 25:13
  advice.
• 25:13
  And
• 25:13
  I
• 25:13
  know
• 25:14
  you
• 25:14
  joke
• 25:14
  about
• 25:14
  you,
• 25:15
  you
• 25:15
  talk
• 25:15
  about
• 25:15
  how
• 25:15
  Twitter
• 25:16
  can
• 25:16
  help,
• 25:16
  but
• 25:16
  actually
• 25:16
  there's
• 25:17
  some
• 25:17
  really
• 25:17
  helpful
• 25:18
  stuff
• 25:18
  in
• 25:18
  there
• 25:18
  around.
• 25:19
  If
• 25:19
  people
• 25:19
  have
• 25:19
  already
• 25:20
  entered
• 25:20
  in
• 25:20
  the
• 25:20
  past
• 25:20
  and
• 25:20
  they've
• 25:21
  got
• 25:21
  badges,
• 25:21
  how
• 25:22
  using
• 25:22
  their
• 25:22
  badge
• 25:23
  in
• 25:23
  certain
• 25:23
  places
• 25:24
  or
• 25:24
  particular
• 25:25
  categories
• 25:25
  will
• 25:26
  help
• 25:26
  them.
• 25:26
  So
• 25:26
  again,
• 25:27
  if
• 25:27
  you're
• 25:27
  someone
• 25:27
  listening
• 25:28
  to
• 25:28
  this
• 25:28
  that
• 25:28
  has
• 25:29
  been
• 25:29
  part
• 25:29
  of
• 25:29
  twee
• 25:30
  in
• 25:30
  the
• 25:30
  past,
• 25:30
  that
• 25:31
  data
• 25:32
  and
• 25:32
  those
• 25:32
  insights
• 25:33
  work
• 25:34
  together
• 25:34
  to
• 25:35
  help
• 25:35
  you
• 25:36
  decode
• 25:36
  it
• 25:36
  and
• 25:36
  understand
• 25:37
  what
• 25:37
  to
• 25:37
  do
• 25:37
  with
• 25:37
  it.
• 25:38
  Because
• 25:38
  data
• 25:38
  alone
• 25:39
  is,
• 25:39
  is
• 25:39
  great.
• 25:40
  Like
• 25:40
  we
• 25:40
  could
• 25:40
  list
• 25:40
  off
• 25:41
  a
• 25:41
  whole
• 25:41
  list
• 25:41
  of
• 25:41
  stats,
• 25:42
  but
• 25:42
  actually
• 25:43
  it's
• 25:43
  what
• 25:43
  you
• 25:44
  do
• 25:44
  with
• 25:44
  those
• 25:44
  stats
• 25:44
  and
• 25:44
  the
• 25:45
  decisions
• 25:45
  you
• 25:45
  make
• 25:45
  next
• 25:46
  which
• 25:46
  are
• 25:46
  the
• 25:46
  important
• 25:47
  thing.
• 25:47
  Now.
• 25:48
  Another
• 25:48
  thing
• 25:48
  that
• 25:48
  stood
• 25:49
  out
• 25:49
  to
• 25:49
  me
• 25:49
  in
• 25:49
  the
• 25:50
  report
• 25:50
  was
• 25:50
  around
• 25:51
  the
• 25:51
  importance
• 25:52
  of
• 25:52
  review.
• 25:53
  So
• 25:53
  reviews
• 25:54
  were
• 25:55
  growing
• 25:56
  essentially
• 25:57
  in
• 25:57
  terms
• 25:58
  of
• 25:58
  a
• 25:58
  trust
• 25:58
  signal.
• 25:59
  I've
• 25:59
  been
• 25:59
  talking
• 26:00
  a
• 26:00
  lot
• 26:00
  about
• 26:00
  how
• 26:00
  we're
• 26:00
  living
• 26:01
  in
• 26:01
  a
• 26:01
  trust
• 26:01
  recession.
• 26:02
  People
• 26:02
  don't
• 26:02
  believe
• 26:02
  anything
• 26:03
  they
• 26:03
  see
• 26:03
  on
• 26:03
  the
• 26:03
  Internet
• 26:04
  anymore.
• 26:05
  But
• 26:05
  yet
• 26:06
  people
• 26:06
  were
• 26:06
  definitely
• 26:08
  really
• 26:08
  valuing
• 26:09
  increasingly
• 26:09
  reviews.
• 26:10
  I
• 26:10
  think
• 26:10
  it
• 26:10
  was
• 26:10
  something
• 26:10
  like
• 26:11
  67%
• 26:12
  in
• 26:12
  2025
• 26:13
  were
• 26:14
  like,
• 26:14
  no,
• 26:14
  reviews
• 26:15
  are
• 26:15
  really,
• 26:15
  really
• 26:15
  important
• 26:15
  to
• 26:16
  us.
• 26:16
  And
• 26:16
  on
• 26:16
  average
• 26:17
  I
• 26:17
  think
• 26:17
  they
• 26:17
  were
• 26:18
  reading
• 26:18
  between
• 26:18
  5
• 26:18
  and
• 26:19
  10,
• 26:19
  which
• 26:19
  is
• 26:19
  actually
• 26:20
  quite
• 26:20
  a
• 26:20
  lot
• 26:20
  of
• 26:20
  reviews.
• 26:21
  I
• 26:21
  mean,
• 26:21
  when
• 26:21
  I
• 26:21
  review
• 26:21
  something,
• 26:22
  something
• 26:22
  I
• 26:22
  normally
• 26:23
  only
• 26:23
  read
• 26:23
  one
• 26:23
  or
• 26:23
  two
• 26:24
  and
• 26:24
  I
• 26:24
  normally
• 26:24
  just
• 26:24
  go
• 26:24
  for
• 26:25
  the
• 26:25
  one
• 26:25
  star
• 26:25
  reviews
• 26:25
  just
• 26:26
  for
• 26:26
  a
• 26:26
  laugh.
• 26:26
  But
• 26:27
  actually
• 26:27
  people
• 26:27
  are
• 26:27
  really
• 26:28
  taking
• 26:28
  their
• 26:28
  time
• 26:29
  to
• 26:29
  read
• 26:30
  a
• 26:30
  lot
• 26:30
  of
• 26:30
  reviews.
• 26:32
  So
• 26:32
  knowing
• 26:33
  that
• 26:33
  information
• 26:34
  again,
• 26:35
  practically,
• 26:37
  what
• 26:37
  should
• 26:37
  we
• 26:37
  be
• 26:38
  doing?
• 26:38
  I
• 26:38
  mean,
• 26:38
  I
• 26:39
  think
• 26:39
  a
• 26:39
  part
• 26:39
  of
• 26:39
  Twitter,
• 26:40
  they
• 26:40
  get
• 26:40
  all
• 26:40
  those
• 26:40
  comments
• 26:41
  back,
• 26:41
  don't
• 26:42
  they?
• 26:42
  They
• 26:42
  count
• 26:42
  as
• 26:42
  reviews
• 26:43
  100%.
• 26:43
  And
• 26:44
  I
• 26:44
  think
• 26:45
  this
• 26:45
  is
• 26:45
  a
• 26:45
  key
• 26:46
  aspect
• 26:46
  for
• 26:46
  how
• 26:46
  tweet
• 26:47
  can
• 26:47
  help.
• 26:47
  I
• 26:47
  know
• 26:48
  this
• 26:48
  is
• 26:48
  not
• 26:48
  a
• 26:49
  tweet
• 26:49
  centric
• 26:49
  conversation.
• 26:50
  We,
• 26:50
  we
• 26:50
  produced
• 26:51
  this
• 26:51
  report,
• 26:52
  but
• 26:52
  this
• 26:52
  isn't
• 26:52
  about
• 26:53
  the
• 26:53
  aw.
• 26:54
  But
• 26:54
  this
• 26:54
  little
• 26:54
  bit
• 26:54
  I
• 26:55
  think
• 26:55
  is
• 26:57
  you
• 26:57
  can
• 26:57
  get
• 26:57
  a
• 26:57
  Google
• 26:57
  review,
• 26:59
  you
• 26:59
  can
• 26:59
  collect
• 27:00
  things
• 27:00
  on
• 27:00
  trustpilot,
• 27:01
  but
• 27:02
  frankly,
• 27:02
  anyone
• 27:03
  can
• 27:03
  give
• 27:03
  those
• 27:03
  reviews.
• 27:04
  And
• 27:04
  I
• 27:05
  think
• 27:05
  the
• 27:05
  couples
• 27:06
  have
• 27:06
  become
• 27:06
  a
• 27:07
  little
• 27:07
  bit
• 27:07
  pinch
• 27:07
  of
• 27:07
  salt
• 27:08
  with
• 27:08
  Google
• 27:08
  reviews
• 27:09
  over
• 27:09
  the
• 27:09
  years
• 27:10
  because.
• 27:10
  Because
• 27:11
  they
• 27:11
  can
• 27:11
  be
• 27:11
  given
• 27:12
  and
• 27:12
  generated
• 27:12
  by,
• 27:13
  by
• 27:13
  anybody.
• 27:14
  When
• 27:14
  you
• 27:14
  enter
• 27:14
  the
• 27:15
  wedding
• 27:15
  Industry
• 27:15
  Awards,
• 27:15
  your
• 27:16
  recent
• 27:16
  couples
• 27:16
  vote
• 27:17
  for
• 27:17
  you.
• 27:17
  They
• 27:17
  score
• 27:18
  you
• 27:18
  out
• 27:18
  of
• 27:18
  10
• 27:18
  in
• 27:19
  category
• 27:19
  specific
• 27:20
  criteria
• 27:20
  and
• 27:20
  they
• 27:20
  leave
• 27:21
  comments
• 27:22
  for
• 27:22
  your
• 27:22
  on
• 27:22
  your
• 27:22
  entry.
• 27:24
  We
• 27:25
  give
• 27:25
  each
• 27:25
  entrant
• 27:26
  their
• 27:26
  voter
• 27:26
  feedback.
• 27:27
  So
• 27:27
  the
• 27:27
  average
• 27:27
  voter
• 27:28
  scores,
• 27:28
  which
• 27:29
  is
• 27:29
  really
• 27:29
  granular,
• 27:29
  it's
• 27:30
  really
• 27:30
  useful.
• 27:30
  You
• 27:31
  can
• 27:31
  see
• 27:31
  what
• 27:31
  you're
• 27:31
  doing
• 27:32
  well
• 27:32
  and
• 27:32
  what
• 27:33
  you
• 27:33
  might
• 27:33
  be
• 27:33
  able
• 27:33
  to
• 27:33
  improve
• 27:34
  upon
• 27:34
  and
• 27:35
  then
• 27:35
  combine
• 27:35
  that
• 27:35
  with
• 27:36
  the
• 27:36
  comments
• 27:36
  as
• 27:36
  well.
• 27:37
  Those
• 27:37
  two,
• 27:38
  there's
• 27:38
  more
• 27:38
  data
• 27:38
  for
• 27:39
  everybody
• 27:39
  to
• 27:40
  crunch
• 27:40
  and
• 27:41
  they
• 27:41
  really
• 27:41
  can
• 27:41
  be
• 27:42
  really
• 27:42
  powerful.
• 27:42
  Those
• 27:43
  reviews
• 27:44
  can
• 27:44
  be
• 27:44
  used
• 27:45
  on
• 27:45
  your
• 27:45
  website,
• 27:45
  on
• 27:46
  your
• 27:46
  social
• 27:46
  media.
• 27:47
  They're
• 27:47
  great
• 27:47
  content
• 27:48
  generators
• 27:49
  as
• 27:49
  well.
• 27:50
  And
• 27:50
  the
• 27:50
  key
• 27:51
  thing
• 27:51
  is
• 27:51
  that
• 27:51
  only
• 27:52
  those
• 27:52
  couples
• 27:53
  can
• 27:53
  vote
• 27:53
  for
• 27:53
  you.
• 27:54
  So
• 27:54
  it's
• 27:54
  different.
• 27:55
  They've
• 27:55
  used
• 27:55
  your
• 27:56
  experience.
• 27:56
  There's.
• 27:57
  Sorry.
• 27:58
  They've
• 27:58
  used
• 27:58
  your
• 27:59
  product
• 27:59
  or
• 28:00
  service.
• 28:00
  They're
• 28:00
  based
• 28:00
  on
• 28:01
  user
• 28:01
  experience
• 28:02
  and
• 28:02
  are
• 28:02
  therefore
• 28:03
  much
• 28:03
  more
• 28:04
  credible
• 28:04
  and
• 28:04
  trustworthy
• 28:05
  when
• 28:05
  it
• 28:05
  comes
• 28:06
  to
• 28:06
  reviews
• 28:07
  than
• 28:07
  a
• 28:08
  Google
• 28:08
  review,
• 28:08
  I
• 28:08
  think,
• 28:09
  or
• 28:09
  trustpilot
• 28:10
  or
• 28:10
  something
• 28:10
  like
• 28:10
  that.
• 28:11
  So
• 28:12
  it's
• 28:12
  really
• 28:13
  powerful.
• 28:13
  And
• 28:14
  in
• 28:14
  an
• 28:14
  industry
• 28:14
  where
• 28:15
  it's
• 28:15
  super
• 28:15
  competitive,
• 28:16
  that
• 28:16
  credible
• 28:17
  differentiation
• 28:17
  that
• 28:18
  twere
• 28:18
  offers
• 28:19
  as
• 28:19
  an
• 28:19
  entrant,
• 28:20
  finalist
• 28:20
  or
• 28:20
  winner
• 28:21
  at
• 28:21
  any
• 28:21
  of
• 28:21
  those
• 28:21
  levels,
• 28:23
  reviews
• 28:23
  are
• 28:23
  key.
• 28:24
  And
• 28:25
  twee
• 28:25
  offers
• 28:26
  that.
• 28:26
  I
• 28:26
  mean,
• 28:26
  at
• 28:26
  the
• 28:26
  end
• 28:26
  of
• 28:26
  the
• 28:27
  day,
• 28:27
  people
• 28:27
  are
• 28:27
  expecting
• 28:28
  whatever's
• 28:28
  on
• 28:28
  your
• 28:28
  website
• 28:28
  and
• 28:29
  social
• 28:29
  media,
• 28:29
  that
• 28:30
  marketing
• 28:30
  and
• 28:31
  inverted
• 28:31
  commas
• 28:31
  to
• 28:32
  be
• 28:32
  great.
• 28:32
  You're
• 28:33
  writing
• 28:33
  that
• 28:33
  yourself,
• 28:34
  you're
• 28:34
  gonna
• 28:34
  make
• 28:35
  sure
• 28:35
  you
• 28:35
  sound
• 28:36
  amazing.
• 28:36
  Rightly
• 28:37
  so,
• 28:37
  because
• 28:37
  you
• 28:37
  are.
• 28:38
  But
• 28:38
  what
• 28:38
  we're
• 28:39
  offering
• 28:39
  is
• 28:39
  something
• 28:40
  that
• 28:40
  you
• 28:41
  couldn't
• 28:41
  write
• 28:41
  yourself.
• 28:42
  That
• 28:42
  it's
• 28:42
  been.
• 28:43
  It's
• 28:44
  an
• 28:44
  independent
• 28:44
  body
• 28:45
  that's
• 28:45
  been
• 28:45
  voted
• 28:46
  for
• 28:46
  by
• 28:46
  your
• 28:46
  couples
• 28:47
  and
• 28:48
  then
• 28:48
  judged
• 28:48
  by
• 28:48
  independent
• 28:49
  experts.
• 28:50
  That
• 28:50
  has
• 28:50
  power,
• 28:51
  that
• 28:51
  has
• 28:51
  meaning,
• 28:52
  that
• 28:52
  has
• 28:52
  weight.
• 28:52
  Yeah,
• 28:53
  absolutely.
• 28:53
  And
• 28:53
  again,
• 28:53
  I
• 28:53
  challenge
• 28:54
  people
• 28:54
  because
• 28:54
  I
• 28:54
  guarantee
• 28:55
  there's
• 28:55
  people
• 28:55
  listening
• 28:56
  to
• 28:56
  this
• 28:56
  who've
• 28:57
  probably
• 28:57
  still
• 28:57
  got
• 28:58
  that
• 28:58
  spreadsheet
• 28:58
  that
• 28:58
  you've
• 28:59
  sent
• 28:59
  them
• 28:59
  or
• 28:59
  that
• 28:59
  data
• 29:00
  that
• 29:00
  you
• 29:00
  sent
• 29:00
  them
• 29:00
  in
• 29:01
  their
• 29:01
  email
• 29:01
  flagged
• 29:02
  to
• 29:02
  do
• 29:02
  something
• 29:02
  with
• 29:03
  at
• 29:03
  some
• 29:03
  point
• 29:03
  and
• 29:03
  it's
• 29:03
  never
• 29:04
  seen
• 29:04
  the
• 29:04
  light
• 29:04
  of
• 29:04
  day.
• 29:04
  And
• 29:05
  so
• 29:05
  again,
• 29:05
  if
• 29:05
  that's
• 29:06
  you
• 29:06
  having
• 29:07
  heard
• 29:07
  how
• 29:07
  important
• 29:07
  these
• 29:08
  reviews
• 29:08
  are,
• 29:08
  like
• 29:09
  set
• 29:09
  yourself
• 29:09
  a
• 29:09
  to
• 29:10
  do,
• 29:10
  get
• 29:10
  that
• 29:10
  out
• 29:11
  of
• 29:11
  your
• 29:11
  email
• 29:11
  inbox
• 29:12
  and
• 29:12
  break
• 29:12
  down,
• 29:13
  get
• 29:13
  some
• 29:13
  of
• 29:13
  those
• 29:13
  comments
• 29:14
  and
• 29:14
  use
• 29:14
  them
• 29:15
  across
• 29:15
  your
• 29:15
  website,
• 29:15
  across
• 29:16
  your
• 29:16
  social
• 29:16
  media,
• 29:17
  in
• 29:17
  your
• 29:18
  stories.
• 29:18
  Just
• 29:18
  put
• 29:19
  them
• 29:19
  in
• 29:19
  places.
• 29:20
  Email
• 29:20
  footers
• 29:21
  are
• 29:21
  a
• 29:21
  great
• 29:21
  place
• 29:21
  for
• 29:22
  a
• 29:22
  little
• 29:22
  review.
• 29:22
  I
• 29:22
  love
• 29:23
  that
• 29:23
  as
• 29:23
  well.
• 29:23
  So
• 29:23
  just
• 29:24
  use
• 29:24
  the
• 29:24
  data
• 29:25
  that
• 29:25
  you've
• 29:25
  got.
• 29:25
  And
• 29:26
  also
• 29:26
  I
• 29:26
  think
• 29:26
  the
• 29:26
  other
• 29:27
  thing
• 29:27
  is
• 29:27
  don't
• 29:28
  neglect
• 29:28
  the
• 29:29
  importance
• 29:29
  of
• 29:29
  reviews,
• 29:30
  however
• 29:30
  you're
• 29:30
  collecting
• 29:31
  them,
• 29:31
  whether
• 29:31
  they're
• 29:31
  from
• 29:31
  Twitter,
• 29:32
  Google,
• 29:32
  Facebook
• 29:33
  reviews,
• 29:33
  anywhere.
• 29:34
  Because
• 29:34
  I
• 29:35
  think
• 29:35
  sometimes
• 29:35
  we
• 29:36
  think
• 29:36
  like
• 29:36
  I
• 29:36
  just
• 29:36
  said,
• 29:37
  that
• 29:37
  people
• 29:37
  only
• 29:37
  read
• 29:37
  the
• 29:38
  last
• 29:38
  one
• 29:38
  or
• 29:38
  two,
• 29:38
  but
• 29:39
  actually
• 29:39
  this
• 29:39
  tells
• 29:39
  us
• 29:40
  they're
• 29:40
  reading
• 29:40
  5
• 29:40
  or
• 29:41
  10.
• 29:41
  And
• 29:41
  so
• 29:41
  if
• 29:42
  you
• 29:42
  only
• 29:42
  had
• 29:42
  one
• 29:43
  review
• 29:43
  in
• 29:43
  the
• 29:43
  last
• 29:44
  year,
• 29:44
  but
• 29:44
  you've
• 29:44
  done
• 29:45
  50
• 29:45
  weddings,
• 29:46
  it
• 29:46
  doesn't
• 29:46
  look
• 29:46
  great
• 29:47
  because
• 29:47
  then
• 29:47
  they're
• 29:47
  going
• 29:47
  well,
• 29:48
  how
• 29:48
  come
• 29:48
  they've
• 29:49
  only
• 29:49
  had
• 29:49
  one
• 29:49
  review
• 29:49
  in
• 29:50
  2026
• 29:50
  and
• 29:51
  the
• 29:51
  last
• 29:51
  one's
• 29:51
  2023?
• 29:53
  So
• 29:53
  it's
• 29:53
  just
• 29:53
  a
• 29:53
  reminder
• 29:54
  that
• 29:54
  we
• 29:54
  need
• 29:54
  to
• 29:54
  kind
• 29:55
  of
• 29:55
  consistently
• 29:56
  try
• 29:56
  and
• 29:57
  get
• 29:57
  reviews
• 29:57
  and
• 29:58
  updates
• 29:58
  and
• 29:58
  make
• 29:58
  sure
• 29:59
  they
• 29:59
  are
• 30:00
  most
• 30:00
  up
• 30:00
  to
• 30:01
  date.
• 30:01
  And
• 30:01
  also
• 30:01
  on
• 30:01
  your
• 30:01
  website
• 30:02
  again,
• 30:02
  I
• 30:02
  sometimes
• 30:03
  go
• 30:03
  and
• 30:03
  review
• 30:03
  websites
• 30:04
  and
• 30:04
  they
• 30:04
  haven't
• 30:04
  updated
• 30:05
  their
• 30:05
  reviews
• 30:05
  on
• 30:06
  the
• 30:06
  website
• 30:06
  since
• 30:07
  they
• 30:07
  built
• 30:07
  the
• 30:07
  website,
• 30:08
  which
• 30:08
  could
• 30:08
  been
• 30:08
  five,
• 30:09
  six,
• 30:09
  seven
• 30:09
  years
• 30:09
  ago.
• 30:10
  And
• 30:10
  the
• 30:10
  date
• 30:10
  dates
• 30:11
  show
• 30:11
  that.
• 30:11
  So
• 30:12
  just
• 30:12
  like
• 30:12
  we
• 30:12
  update
• 30:13
  imagery,
• 30:13
  go
• 30:14
  and
• 30:14
  update
• 30:14
  your
• 30:14
  reviews
• 30:15
  because
• 30:15
  I,
• 30:15
  I
• 30:16
  was
• 30:16
  really
• 30:16
  shocked
• 30:16
  by
• 30:16
  that.
• 30:16
  I
• 30:16
  thought
• 30:17
  five
• 30:17
  to
• 30:17
  10
• 30:17
  is
• 30:18
  a
• 30:18
  lot
• 30:18
  of
• 30:18
  reviews.
• 30:18
  And
• 30:18
  even
• 30:19
  I
• 30:19
  think
• 30:19
  it
• 30:19
  said
• 30:19
  in
• 30:19
  your
• 30:20
  survey
• 30:20
  some
• 30:20
  people
• 30:20
  even
• 30:20
  read
• 30:21
  more
• 30:21
  than
• 30:21
  20,
• 30:21
  which
• 30:22
  is
• 30:22
  crazy
• 30:22
  to
• 30:22
  me.
• 30:23
  I
• 30:23
  mean,
• 30:24
  one
• 30:24
  other
• 30:24
  thing
• 30:25
  in
• 30:25
  this,
• 30:25
  in
• 30:25
  this
• 30:25
  context,
• 30:26
  the
• 30:26
  reviews
• 30:26
  is,
• 30:27
  let's
• 30:27
  take
• 30:27
  it
• 30:27
  outside
• 30:28
  the
• 30:28
  wedding
• 30:28
  industry.
• 30:28
  When
• 30:28
  you
• 30:29
  go
• 30:29
  on
• 30:29
  to
• 30:30
  something
• 30:30
  like
• 30:30
  Amazon
• 30:31
  and
• 30:31
  you're,
• 30:31
  you've
• 30:32
  got
• 30:32
  a
• 30:32
  whole
• 30:33
  load
• 30:33
  of
• 30:33
  different
• 30:33
  products
• 30:34
  that
• 30:34
  are
• 30:34
  basically
• 30:35
  the
• 30:35
  same.
• 30:35
  And
• 30:35
  let's
• 30:35
  say
• 30:35
  you
• 30:35
  get
• 30:36
  it
• 30:36
  down
• 30:36
  to
• 30:36
  a
• 30:36
  short
• 30:36
  list
• 30:36
  of
• 30:37
  three,
• 30:37
  one
• 30:37
  of
• 30:37
  the
• 30:38
  ways
• 30:38
  that
• 30:38
  you,
• 30:38
  you
• 30:38
  will
• 30:39
  differentiate
• 30:40
  is
• 30:40
  you'll
• 30:40
  look
• 30:40
  at
• 30:40
  the
• 30:40
  reviews
• 30:41
  and
• 30:41
  if
• 30:41
  they've
• 30:41
  got
• 30:42
  a
• 30:42
  high
• 30:42
  percentage
• 30:42
  of
• 30:42
  1
• 30:42
  star
• 30:43
  reviews,
• 30:43
  you're
• 30:43
  probably
• 30:43
  going
• 30:43
  to
• 30:44
  discard
• 30:44
  that.
• 30:44
  You're
• 30:44
  Looking
• 30:45
  for,
• 30:45
  you
• 30:45
  know,
• 30:46
  reviews
• 30:46
  with
• 30:46
  photos,
• 30:47
  good,
• 30:47
  in
• 30:47
  depth
• 30:48
  reviews.
• 30:48
  And
• 30:48
  that's
• 30:49
  effectively
• 30:49
  the
• 30:49
  same
• 30:49
  with
• 30:50
  people
• 30:50
  who
• 30:50
  are
• 30:50
  planning
• 30:51
  their
• 30:51
  weddings.
• 30:51
  They're
• 30:52
  even
• 30:52
  more
• 30:52
  invested
• 30:52
  in
• 30:53
  that.
• 30:53
  The
• 30:53
  price
• 30:53
  points
• 30:54
  higher
• 30:54
  there.
• 30:54
  They've
• 30:55
  got
• 30:55
  to
• 30:55
  make
• 30:55
  a
• 30:55
  good
• 30:55
  decision.
• 30:56
  And
• 30:56
  reviews
• 30:56
  are
• 30:57
  obviously
• 30:57
  key
• 30:58
  to
• 30:58
  that.
• 30:58
  And
• 30:58
  twee
• 30:59
  can
• 30:59
  help.
• 30:59
  Tweet
• 31:00
  is
• 31:00
  not
• 31:00
  the
• 31:00
  be
• 31:00
  all
• 31:00
  and
• 31:00
  end
• 31:01
  all.
• 31:01
  I
• 31:01
  always
• 31:01
  say
• 31:01
  this
• 31:01
  to
• 31:02
  people.
• 31:02
  It's
• 31:02
  not
• 31:02
  the
• 31:02
  be
• 31:03
  all
• 31:03
  and
• 31:03
  end
• 31:03
  all.
• 31:03
  It's
• 31:03
  just
• 31:03
  another
• 31:04
  way
• 31:04
  that
• 31:04
  you
• 31:04
  can
• 31:05
  help
• 31:05
  your
• 31:05
  business.
• 31:05
  It's
• 31:06
  another
• 31:06
  reason
• 31:06
  for
• 31:07
  a
• 31:07
  couple
• 31:08
  to
• 31:08
  book
• 31:08
  you.
• 31:08
  I
• 31:09
  mean,
• 31:09
  you
• 31:09
  know,
• 31:10
  the
• 31:10
  badging.
• 31:11
  The
• 31:11
  tweer
• 31:12
  logo
• 31:12
  is
• 31:13
  a
• 31:13
  credibility
• 31:14
  badge.
• 31:15
  It
• 31:15
  looks
• 31:15
  good
• 31:16
  to
• 31:16
  couples
• 31:16
  who
• 31:17
  are
• 31:17
  looking
• 31:17
  for
• 31:17
  their
• 31:17
  suppliers.
• 31:18
  And
• 31:19
  that's
• 31:20
  basically
• 31:20
  a
• 31:20
  review
• 31:20
  in
• 31:21
  itself.
• 31:21
  So,
• 31:21
  yeah,
• 31:22
  reviews
• 31:22
  are
• 31:23
  key,
• 31:23
  as
• 31:23
  you
• 31:24
  said.
• 31:24
  It's
• 31:24
  interesting
• 31:25
  how
• 31:25
  much
• 31:25
  more
• 31:27
  important
• 31:27
  they
• 31:27
  are
• 31:27
  to
• 31:28
  couples
• 31:28
  than
• 31:28
  10
• 31:28
  years
• 31:28
  ago.
• 31:29
  Yeah.
• 31:29
  And
• 31:29
  how
• 31:29
  many
• 31:29
  they're
• 31:30
  reading
• 31:30
  as
• 31:30
  well.
• 31:30
  Absolutely.
• 31:31
  And
• 31:31
  it
• 31:32
  probably
• 31:32
  is,
• 31:32
  as
• 31:32
  you
• 31:32
  say,
• 31:33
  we
• 31:33
  are
• 31:34
  culturally
• 31:34
  and
• 31:35
  as
• 31:35
  consumers
• 31:36
  now
• 31:36
  used
• 31:36
  to
• 31:37
  reading
• 31:37
  reviews
• 31:37
  on
• 31:37
  all
• 31:38
  these
• 31:38
  different
• 31:38
  sites.
• 31:38
  If
• 31:38
  we
• 31:39
  go
• 31:39
  and
• 31:39
  book
• 31:39
  a
• 31:39
  hotel,
• 31:39
  if
• 31:40
  we
• 31:40
  go
• 31:40
  and
• 31:40
  we
• 31:41
  start
• 31:41
  reading,
• 31:41
  reading
• 31:41
  about
• 31:42
  what
• 31:42
  other
• 31:42
  people
• 31:42
  are
• 31:42
  saying
• 31:43
  about
• 31:43
  it.
• 31:43
  And
• 31:44
  actually
• 31:44
  that
• 31:45
  consumer
• 31:45
  behavior
• 31:46
  will
• 31:46
  of
• 31:47
  course
• 31:47
  then
• 31:47
  shift
• 31:47
  into
• 31:47
  other
• 31:48
  purchasing
• 31:48
  decisions,
• 31:49
  including
• 31:49
  the
• 31:49
  wedding
• 31:50
  industry.
• 31:50
  Now,
• 31:51
  here's
• 31:51
  my
• 31:51
  favorite
• 31:52
  stat,
• 31:52
  Damien,
• 31:53
  of
• 31:53
  the
• 31:53
  entire
• 31:54
  thing.
• 31:55
  There
• 31:55
  was
• 31:55
  a
• 31:55
  lot
• 31:55
  of
• 31:55
  stats
• 31:55
  in
• 31:56
  there,
• 31:56
  but
• 31:56
  one
• 31:56
  of
• 31:56
  my
• 31:57
  favorite
• 31:57
  stats,
• 31:57
  and
• 31:57
  I'll
• 31:58
  tell
• 31:58
  you
• 31:58
  why
• 31:58
  it's
• 31:58
  my
• 31:58
  favorite,
• 31:59
  because
• 31:59
  I
• 31:59
  love
• 31:59
  anything
• 32:00
  that
• 32:00
  backs
• 32:00
  up
• 32:00
  what
• 32:00
  I've
• 32:01
  been
• 32:01
  teaching
• 32:01
  for
• 32:01
  the
• 32:01
  last
• 32:02
  18
• 32:02
  months,
• 32:02
  two
• 32:02
  years.
• 32:03
  And
• 32:03
  I've
• 32:03
  been
• 32:04
  talking
• 32:04
  about
• 32:04
  how
• 32:05
  inquiries
• 32:06
  are
• 32:06
  down.
• 32:06
  In
• 32:06
  fact,
• 32:06
  I
• 32:07
  did
• 32:07
  a
• 32:07
  whole
• 32:08
  TikTok
• 32:08
  video
• 32:09
  about
• 32:09
  inquiries
• 32:10
  are
• 32:10
  down.
• 32:10
  But
• 32:11
  that
• 32:11
  don't
• 32:11
  panic
• 32:12
  about
• 32:12
  it
• 32:12
  because
• 32:13
  actually
• 32:13
  the
• 32:13
  quality
• 32:13
  of
• 32:14
  inquiries
• 32:14
  is
• 32:15
  better.
• 32:15
  And
• 32:16
  that
• 32:16
  came
• 32:16
  out
• 32:17
  really
• 32:17
  strongly
• 32:18
  in
• 32:18
  your
• 32:18
  report,
• 32:18
  which
• 32:18
  I
• 32:19
  was
• 32:19
  thrilled
• 32:19
  about.
• 32:20
  And
• 32:20
  it
• 32:20
  shocked
• 32:21
  me
• 32:21
  more
• 32:21
  than
• 32:21
  I
• 32:21
  thought
• 32:22
  it
• 32:22
  would,
• 32:22
  actually,
• 32:22
  despite
• 32:22
  the
• 32:23
  fact
• 32:23
  that
• 32:23
  I
• 32:23
  teach
• 32:23
  that.
• 32:23
  But
• 32:24
  22%
• 32:25
  of
• 32:25
  couples
• 32:25
  said
• 32:26
  they
• 32:26
  actually
• 32:26
  only
• 32:26
  inquire
• 32:27
  with
• 32:27
  one
• 32:27
  person
• 32:28
  in
• 32:28
  their
• 32:28
  category,
• 32:29
  one
• 32:29
  individual
• 32:30
  person.
• 32:30
  So
• 32:31
  not
• 32:31
  20
• 32:31
  people,
• 32:32
  not
• 32:32
  five
• 32:32
  people.
• 32:33
  And
• 32:33
  so
• 32:34
  that
• 32:34
  backs
• 32:34
  up
• 32:34
  what
• 32:35
  I'm
• 32:35
  saying.
• 32:35
  Your
• 32:35
  inquiries
• 32:36
  might
• 32:36
  be
• 32:36
  down
• 32:37
  because
• 32:37
  before
• 32:38
  you
• 32:38
  were
• 32:38
  one
• 32:38
  of
• 32:38
  five
• 32:39
  other
• 32:39
  photographers,
• 32:40
  five
• 32:40
  other
• 32:40
  florists
• 32:40
  that
• 32:41
  were
• 32:41
  all
• 32:41
  getting
• 32:41
  that
• 32:41
  inquiry.
• 32:42
  But
• 32:42
  actually
• 32:43
  that
• 32:43
  means
• 32:43
  that
• 32:43
  inquiry
• 32:44
  that
• 32:44
  you
• 32:44
  do
• 32:44
  get,
• 32:45
  even
• 32:45
  if
• 32:45
  there's
• 32:45
  less
• 32:46
  of
• 32:46
  them,
• 32:46
  is
• 32:47
  way
• 32:47
  more
• 32:48
  likely
• 32:48
  to
• 32:49
  convert.
• 32:49
  And
• 32:50
  I
• 32:50
  think
• 32:50
  that's
• 32:50
  actually
• 32:51
  really
• 32:51
  exciting
• 32:51
  because
• 32:52
  that
• 32:52
  means
• 32:52
  we're
• 32:52
  wasting
• 32:53
  less
• 32:53
  time
• 32:53
  on
• 32:54
  people
• 32:54
  that
• 32:54
  are
• 32:54
  inquiring
• 32:55
  with
• 32:55
  every
• 32:55
  man
• 32:56
  and
• 32:56
  their
• 32:56
  dog.
• 32:56
  And
• 32:57
  actually
• 32:57
  it
• 32:57
  means
• 32:57
  we
• 32:58
  can
• 32:58
  put
• 32:58
  more
• 32:58
  time
• 32:58
  and
• 32:58
  attention
• 32:59
  into
• 32:59
  those
• 32:59
  individuals.
• 33:00
  You're
• 33:00
  Absolutely
• 33:01
  right.
• 33:01
  It
• 33:01
  is
• 33:01
  amazing,
• 33:01
  isn't
• 33:02
  it?
• 33:02
  I
• 33:02
  think
• 33:02
  it
• 33:02
  goes
• 33:02
  back
• 33:03
  to
• 33:03
  what
• 33:03
  we
• 33:03
  were
• 33:03
  saying
• 33:03
  before
• 33:03
  that
• 33:04
  couples
• 33:04
  are
• 33:04
  spending
• 33:05
  much,
• 33:05
  much
• 33:05
  longer
• 33:06
  researching
• 33:07
  on
• 33:07
  their
• 33:07
  phones.
• 33:07
  Predominantly
• 33:09
  they're
• 33:09
  looking,
• 33:10
  they're
• 33:10
  doing
• 33:10
  their
• 33:11
  research,
• 33:11
  then
• 33:11
  when
• 33:11
  they
• 33:12
  come,
• 33:12
  they
• 33:12
  made
• 33:12
  a
• 33:12
  decision,
• 33:12
  then
• 33:13
  they
• 33:13
  send
• 33:14
  an
• 33:14
  inquiry.
• 33:15
  They're
• 33:15
  not
• 33:15
  sending
• 33:16
  out
• 33:16
  inquiries
• 33:16
  in
• 33:17
  the
• 33:17
  scattergun
• 33:17
  approach
• 33:17
  as
• 33:18
  part
• 33:18
  of
• 33:18
  their
• 33:18
  decision
• 33:19
  making
• 33:19
  process
• 33:19
  or
• 33:20
  their
• 33:20
  fact
• 33:20
  finding
• 33:21
  process.
• 33:22
  These
• 33:22
  days
• 33:22
  you
• 33:23
  can
• 33:23
  find
• 33:23
  a
• 33:23
  lot
• 33:23
  of
• 33:23
  information
• 33:24
  about
• 33:24
  people
• 33:24
  before
• 33:24
  you
• 33:25
  contact
• 33:25
  them.
• 33:25
  And
• 33:25
  that's
• 33:25
  the
• 33:26
  whole
• 33:26
  point.
• 33:26
  That's
• 33:26
  what
• 33:26
  we're
• 33:26
  all
• 33:27
  trying
• 33:27
  to
• 33:27
  do
• 33:28
  to
• 33:28
  make
• 33:28
  it
• 33:28
  as
• 33:28
  simple
• 33:29
  as
• 33:29
  possible.
• 33:30
  So
• 33:30
  yeah,
• 33:30
  for
• 33:31
  those
• 33:31
  20
• 33:31
  odd
• 33:32
  percent,
• 33:32
  I
• 33:32
  can't
• 33:32
  remember
• 33:33
  the
• 33:33
  exact
• 33:33
  percentage
• 33:33
  you
• 33:33
  just
• 33:34
  quoted
• 33:34
  it,
• 33:35
  of
• 33:35
  couples
• 33:35
  that
• 33:36
  only
• 33:36
  said
• 33:36
  one
• 33:36
  inquiry
• 33:37
  for
• 33:37
  each
• 33:37
  supplier
• 33:38
  hire.
• 33:38
  They're
• 33:38
  effectively
• 33:39
  already
• 33:39
  made
• 33:40
  their
• 33:40
  decision
• 33:41
  and
• 33:41
  then
• 33:42
  what
• 33:42
  they're
• 33:42
  looking
• 33:42
  at
• 33:43
  is
• 33:43
  you,
• 33:44
  how
• 33:44
  are
• 33:45
  you
• 33:45
  a
• 33:45
  nice
• 33:45
  person?
• 33:46
  Can
• 33:46
  they
• 33:46
  work
• 33:46
  with
• 33:46
  you?
• 33:47
  I
• 33:47
  mean,
• 33:47
  I
• 33:47
  think
• 33:47
  the
• 33:47
  industry
• 33:49
  is
• 33:49
  based
• 33:49
  largely
• 33:50
  on
• 33:50
  that
• 33:50
  anyway.
• 33:50
  People
• 33:51
  book
• 33:51
  people,
• 33:52
  they'll
• 33:52
  book
• 33:52
  the
• 33:53
  person
• 33:53
  first
• 33:53
  and
• 33:54
  the
• 33:54
  skill
• 33:55
  and
• 33:55
  product
• 33:55
  second.
• 33:56
  But
• 33:56
  they're
• 33:56
  very,
• 33:57
  very
• 33:57
  close
• 33:57
  together.
• 33:58
  So
• 33:58
  yeah,
• 33:58
  if
• 33:59
  you're,
• 33:59
  if
• 33:59
  the
• 34:00
  nurturing
• 34:00
  those
• 34:01
  inquiries
• 34:01
  and
• 34:01
  the
• 34:02
  fact
• 34:02
  that
• 34:02
  there
• 34:02
  are
• 34:03
  fewer
• 34:03
  of
• 34:03
  them,
• 34:03
  you
• 34:04
  have
• 34:04
  to
• 34:04
  nurture
• 34:05
  them
• 34:05
  more.
• 34:05
  You
• 34:06
  have
• 34:06
  to
• 34:06
  listen
• 34:08
  and
• 34:08
  be
• 34:09
  attentive
• 34:09
  and
• 34:10
  sure
• 34:10
  you're
• 34:10
  giving
• 34:10
  people
• 34:10
  the
• 34:11
  information
• 34:11
  they
• 34:11
  want
• 34:11
  in
• 34:11
  the
• 34:12
  way
• 34:12
  they
• 34:12
  want
• 34:12
  it.
• 34:13
  Because
• 34:14
  if
• 34:14
  you're,
• 34:15
  if,
• 34:15
  if
• 34:15
  you
• 34:15
  don't
• 34:16
  mess
• 34:16
  that
• 34:16
  up,
• 34:16
  you're
• 34:16
  likely
• 34:17
  to
• 34:17
  get
• 34:17
  that
• 34:17
  booking.
• 34:18
  Yeah,
• 34:18
  absolutely.
• 34:18
  And
• 34:18
  I
• 34:19
  always
• 34:19
  say
• 34:19
  that
• 34:19
  by
• 34:20
  the
• 34:20
  time
• 34:20
  now
• 34:20
  a
• 34:21
  couple
• 34:21
  contacts
• 34:22
  you
• 34:22
  and
• 34:22
  even
• 34:22
  wants
• 34:23
  to
• 34:23
  get
• 34:23
  on
• 34:23
  a
• 34:23
  call
• 34:23
  with
• 34:23
  you,
• 34:23
  all
• 34:24
  they're
• 34:24
  doing
• 34:24
  is
• 34:24
  checking
• 34:25
  your
• 34:25
  vibe.
• 34:25
  Do
• 34:25
  they
• 34:26
  like
• 34:26
  you?
• 34:26
  It's
• 34:26
  a
• 34:26
  vibe
• 34:27
  check.
• 34:27
  Because
• 34:27
  they
• 34:27
  should
• 34:28
  have
• 34:28
  your
• 34:28
  pricing.
• 34:28
  They
• 34:29
  should
• 34:29
  know
• 34:29
  roughly
• 34:30
  what
• 34:30
  your
• 34:30
  style
• 34:31
  is
• 34:31
  from
• 34:31
  what
• 34:31
  they've
• 34:31
  seen
• 34:31
  on
• 34:32
  social
• 34:32
  media.
• 34:32
  They've
• 34:32
  seen
• 34:32
  your
• 34:33
  work,
• 34:33
  they've
• 34:33
  done
• 34:33
  everything
• 34:34
  else.
• 34:34
  The
• 34:34
  only
• 34:34
  thing
• 34:35
  they
• 34:35
  haven't
• 34:35
  done,
• 34:35
  done
• 34:36
  yet
• 34:36
  is
• 34:37
  check
• 34:37
  your
• 34:37
  vibe.
• 34:37
  And
• 34:38
  it's
• 34:38
  the
• 34:38
  same
• 34:38
  when
• 34:38
  someone
• 34:38
  tours
• 34:39
  a
• 34:39
  venue,
• 34:39
  right?
• 34:39
  They've
• 34:40
  looked
• 34:40
  at
• 34:40
  all
• 34:40
  the
• 34:40
  pictures
• 34:41
  online,
• 34:41
  they've
• 34:41
  looked
• 34:41
  at
• 34:42
  all
• 34:42
  the
• 34:42
  pricing,
• 34:42
  they've
• 34:42
  looked
• 34:42
  at
• 34:43
  the
• 34:43
  caterers,
• 34:43
  they've
• 34:43
  done
• 34:43
  everything.
• 34:44
  They
• 34:44
  just
• 34:45
  want
• 34:45
  to
• 34:45
  feel
• 34:45
  the
• 34:45
  vibe
• 34:46
  when
• 34:46
  they
• 34:46
  walk
• 34:46
  in
• 34:46
  it,
• 34:46
  do
• 34:47
  they
• 34:47
  like
• 34:47
  the
• 34:47
  person?
• 34:47
  And
• 34:48
  I
• 34:48
  think
• 34:48
  sometimes
• 34:49
  as
• 34:49
  suppliers
• 34:50
  we
• 34:50
  mess
• 34:50
  that
• 34:50
  up
• 34:51
  because
• 34:51
  either
• 34:52
  we
• 34:52
  don't
• 34:52
  give
• 34:52
  them
• 34:52
  enough
• 34:53
  time
• 34:53
  because
• 34:53
  we
• 34:53
  just
• 34:53
  assume
• 34:54
  it's
• 34:54
  just,
• 34:54
  just
• 34:55
  another
• 34:55
  inquiry,
• 34:56
  we're
• 34:56
  too
• 34:56
  slow
• 34:56
  to
• 34:57
  get
• 34:57
  back
• 34:57
  to
• 34:57
  them
• 34:57
  not
• 34:57
  realizing
• 34:58
  how
• 34:58
  much
• 34:58
  they've
• 34:59
  prioritized
• 34:59
  us,
• 35:00
  or
• 35:00
  we're
• 35:01
  not
• 35:01
  giving
• 35:01
  them
• 35:01
  up
• 35:02
  our
• 35:02
  full
• 35:03
  attention
• 35:03
  on
• 35:04
  the
• 35:04
  call
• 35:04
  we're
• 35:04
  not
• 35:04
  listening
• 35:05
  to
• 35:05
  them.
• 35:05
  We're
• 35:05
  so,
• 35:06
  you
• 35:06
  know,
• 35:06
  we're
• 35:06
  scared
• 35:07
  because
• 35:07
  we're
• 35:07
  thinking,
• 35:08
  oh,
• 35:08
  we've
• 35:08
  hardly
• 35:08
  got
• 35:08
  any
• 35:08
  inquiries
• 35:09
  this
• 35:09
  week.
• 35:09
  We've
• 35:09
  got
• 35:09
  to
• 35:10
  make
• 35:10
  this
• 35:10
  one
• 35:10
  work.
• 35:10
  And
• 35:11
  so
• 35:11
  we
• 35:11
  just
• 35:11
  do
• 35:11
  this
• 35:11
  big
• 35:11
  sales
• 35:12
  pitch
• 35:12
  at
• 35:12
  them
• 35:13
  and
• 35:13
  it
• 35:13
  kind
• 35:13
  of
• 35:13
  ruins
• 35:14
  the
• 35:14
  whole
• 35:14
  thing
• 35:14
  because
• 35:15
  that's
• 35:15
  not
• 35:15
  the
• 35:15
  vibe
• 35:15
  they're
• 35:16
  looking
• 35:16
  for.
• 35:16
  They
• 35:16
  just
• 35:16
  want
• 35:17
  to
• 35:17
  know,
• 35:17
  are
• 35:18
  you
• 35:18
  a
• 35:18
  nice
• 35:18
  person?
• 35:18
  Can
• 35:18
  you
• 35:19
  get
• 35:19
  it?
• 35:19
  My
• 35:19
  friends
• 35:19
  just
• 35:19
  got
• 35:19
  engaged
• 35:20
  and
• 35:20
  we
• 35:20
  had
• 35:20
  a
• 35:20
  chat
• 35:20
  about.
• 35:21
  Can't
• 35:21
  remember
• 35:22
  what
• 35:22
  supplier.
• 35:22
  I
• 35:22
  think
• 35:22
  it
• 35:22
  was
• 35:22
  photographer,
• 35:23
  actually.
• 35:23
  And
• 35:24
  she'd
• 35:24
  narrowed
• 35:24
  it
• 35:24
  down
• 35:25
  and
• 35:25
  she
• 35:25
  had
• 35:25
  two
• 35:25
  calls
• 35:26
  and
• 35:26
  she
• 35:26
  said
• 35:27
  she
• 35:27
  went
• 35:27
  with
• 35:27
  the
• 35:27
  one
• 35:28
  that
• 35:28
  listened
• 35:29
  to
• 35:29
  her
• 35:29
  and
• 35:30
  when
• 35:30
  she
• 35:30
  shared
• 35:31
  a
• 35:31
  problem,
• 35:32
  didn't
• 35:32
  try
• 35:32
  and
• 35:32
  fix
• 35:33
  the
• 35:33
  problem,
• 35:33
  but
• 35:34
  just
• 35:34
  understood
• 35:35
  and
• 35:35
  spoke
• 35:35
  kindly
• 35:36
  to
• 35:36
  her
• 35:36
  about
• 35:36
  it.
• 35:36
  And
• 35:37
  that's
• 35:37
  what
• 35:37
  I
• 35:37
  mean
• 35:37
  by
• 35:37
  the
• 35:38
  vibe
• 35:38
  check.
• 35:38
  Both
• 35:39
  photographers,
• 35:40
  they
• 35:40
  were
• 35:40
  both
• 35:40
  in
• 35:40
  her
• 35:41
  price
• 35:41
  range.
• 35:41
  She
• 35:41
  liked
• 35:42
  both
• 35:42
  their
• 35:42
  photos.
• 35:43
  She
• 35:43
  just
• 35:43
  decided
• 35:44
  on
• 35:44
  the
• 35:44
  vibe
• 35:44
  on
• 35:45
  the
• 35:45
  call.
• 35:45
  Yeah,
• 35:45
  I
• 35:46
  mean,
• 35:46
  it
• 35:46
  makes
• 35:46
  sense,
• 35:46
  doesn't
• 35:47
  it?
• 35:47
  I
• 35:47
  mean,
• 35:47
  you've
• 35:47
  got
• 35:47
  to
• 35:47
  spend
• 35:48
  the
• 35:48
  day
• 35:48
  with
• 35:48
  that
• 35:48
  photographer.
• 35:49
  You've
• 35:49
  got
• 35:49
  to
• 35:49
  spend
• 35:49
  the
• 35:49
  morning
• 35:50
  with
• 35:50
  your
• 35:50
  hair
• 35:50
  and
• 35:50
  makeup
• 35:51
  artist
• 35:51
  or
• 35:51
  artists.
• 35:53
  You
• 35:53
  need
• 35:53
  to
• 35:53
  get
• 35:53
  on
• 35:54
  with
• 35:54
  them.
• 35:54
  You
• 35:54
  need
• 35:54
  to
• 35:54
  think
• 35:54
  that
• 35:55
  perhaps
• 35:55
  in
• 35:55
  a
• 35:55
  different
• 35:55
  time
• 35:56
  time
• 35:56
  in
• 35:56
  a
• 35:56
  different
• 35:56
  place,
• 35:57
  that
• 35:57
  person
• 35:57
  would
• 35:57
  have
• 35:57
  been
• 35:58
  your
• 35:58
  friend
• 35:58
  and
• 35:58
  they
• 35:58
  would
• 35:58
  have
• 35:58
  been
• 35:58
  invited
• 35:59
  to
• 35:59
  your
• 35:59
  wedding.
• 36:00
  It
• 36:00
  has.
• 36:01
  It
• 36:01
  should
• 36:01
  feel
• 36:01
  like
• 36:01
  that
• 36:02
  anyway.
• 36:02
  And
• 36:02
  I
• 36:02
  think
• 36:03
  the
• 36:03
  data
• 36:03
  just
• 36:04
  shows
• 36:04
  that
• 36:04
  you
• 36:04
  have
• 36:05
  to.
• 36:05
  Yeah,
• 36:06
  as
• 36:06
  you
• 36:06
  said,
• 36:06
  look
• 36:07
  after.
• 36:07
  Look
• 36:07
  after
• 36:08
  those
• 36:08
  inquiries.
• 36:09
  There
• 36:09
  are
• 36:09
  fewer
• 36:10
  of
• 36:10
  them,
• 36:10
  but
• 36:10
  they're
• 36:11
  more
• 36:11
  valuable.
• 36:11
  And
• 36:11
  don't
• 36:12
  panic
• 36:12
  that
• 36:12
  there's
• 36:12
  fewer
• 36:13
  of
• 36:13
  them
• 36:13
  because
• 36:13
  that
• 36:14
  is
• 36:14
  what
• 36:14
  we're
• 36:14
  seeing
• 36:14
  across
• 36:15
  the
• 36:15
  board.
• 36:15
  As
• 36:16
  I
• 36:16
  say,
• 36:16
  it's
• 36:16
  actually
• 36:16
  a
• 36:16
  good
• 36:16
  thing
• 36:17
  because
• 36:17
  it
• 36:17
  shows
• 36:17
  that
• 36:18
  we're
• 36:18
  attracting
• 36:18
  quality
• 36:19
  over
• 36:19
  quantity.
• 36:20
  And
• 36:20
  that
• 36:20
  was
• 36:20
  a
• 36:20
  problem
• 36:21
  going
• 36:21
  back
• 36:21
  five
• 36:22
  years,
• 36:22
  that
• 36:22
  we
• 36:22
  were
• 36:23
  just
• 36:23
  getting
• 36:23
  too
• 36:23
  many
• 36:23
  quantity
• 36:24
  and
• 36:24
  everyone
• 36:24
  was
• 36:24
  getting
• 36:24
  burnt
• 36:25
  out
• 36:25
  with
• 36:25
  calls
• 36:25
  that
• 36:25
  weren't
• 36:26
  going
• 36:26
  anywhere.
• 36:26
  Well,
• 36:27
  we've
• 36:27
  actually
• 36:27
  worked
• 36:28
  as
• 36:28
  an
• 36:28
  industry
• 36:28
  to
• 36:28
  almost
• 36:28
  fix
• 36:29
  that
• 36:29
  problem.
• 36:29
  Consumer
• 36:30
  behavior
• 36:30
  is
• 36:30
  changing,
• 36:31
  so
• 36:31
  embrace
• 36:32
  it
• 36:32
  and
• 36:32
  now
• 36:33
  make
• 36:33
  the
• 36:33
  most
• 36:33
  of
• 36:33
  it.
• 36:34
  Okay,
• 36:34
  I
• 36:34
  teased
• 36:35
  something
• 36:35
  earlier
• 36:35
  for
• 36:36
  wedding
• 36:36
  dress
• 36:36
  shops,
• 36:37
  and
• 36:37
  we
• 36:37
  cannot
• 36:38
  end
• 36:38
  this
• 36:38
  conversation
• 36:39
  without
• 36:39
  me
• 36:39
  talking
• 36:40
  about
• 36:40
  this
• 36:40
  particular
• 36:40
  stat
• 36:41
  for
• 36:41
  wedding
• 36:41
  dress
• 36:41
  shops.
• 36:42
  Because
• 36:42
  it
• 36:42
  really
• 36:43
  was
• 36:43
  a
• 36:44
  shock
• 36:44
  because
• 36:44
  you've
• 36:44
  got
• 36:44
  all
• 36:45
  sorts
• 36:45
  of
• 36:45
  graphs
• 36:45
  and
• 36:45
  curves
• 36:46
  and
• 36:46
  things
• 36:46
  like
• 36:46
  that.
• 36:46
  But
• 36:47
  for
• 36:47
  this
• 36:47
  one,
• 36:48
  it
• 36:48
  was
• 36:48
  the
• 36:48
  importance
• 36:49
  of
• 36:49
  magazine
• 36:50
  advertising.
• 36:51
  And
• 36:51
  again,
• 36:51
  if
• 36:51
  we
• 36:51
  go
• 36:52
  back
• 36:52
  to
• 36:52
  2013,
• 36:54
  magazines
• 36:55
  were
• 36:55
  all
• 36:55
  the
• 36:55
  rage.
• 36:56
  And
• 36:56
  we
• 36:57
  know,
• 36:57
  we
• 36:57
  all
• 36:57
  know
• 36:58
  print
• 36:58
  is
• 36:58
  unfortunately
• 36:59
  pretty
• 37:00
  much
• 37:00
  on
• 37:00
  a
• 37:01
  downward
• 37:01
  trajectory
• 37:02
  almost
• 37:02
  to
• 37:02
  nothing.
• 37:03
  But
• 37:03
  nothing
• 37:04
  was
• 37:05
  more
• 37:05
  shocking
• 37:06
  to
• 37:06
  me
• 37:06
  than
• 37:07
  the
• 37:07
  difference
• 37:07
  that's
• 37:07
  made
• 37:08
  to
• 37:08
  that
• 37:08
  wedding
• 37:08
  dress
• 37:09
  category.
• 37:09
  Because
• 37:10
  if
• 37:10
  you
• 37:10
  go
• 37:10
  back
• 37:10
  and
• 37:10
  look
• 37:11
  at
• 37:11
  2013,
• 37:12
  the
• 37:12
  stats
• 37:13
  for
• 37:13
  how
• 37:13
  many
• 37:13
  people
• 37:13
  were
• 37:14
  finding
• 37:14
  their
• 37:14
  wedding
• 37:14
  dress
• 37:14
  in
• 37:15
  a
• 37:15
  magazine
• 37:15
  was
• 37:15
  huge.
• 37:15
  Huge.
• 37:16
  And
• 37:16
  actually
• 37:16
  that
• 37:17
  has
• 37:17
  completely
• 37:18
  shifted
• 37:19
  to
• 37:19
  online
• 37:20
  and
• 37:20
  is
• 37:21
  almost
• 37:21
  next
• 37:21
  to
• 37:22
  nothing.
• 37:22
  And
• 37:22
  I
• 37:22
  thought
• 37:22
  for
• 37:23
  the
• 37:23
  wedding
• 37:23
  dress
• 37:23
  shops,
• 37:24
  it's
• 37:24
  interesting
• 37:25
  to
• 37:25
  see
• 37:25
  how
• 37:25
  big
• 37:26
  a
• 37:26
  shift
• 37:26
  that's
• 37:26
  been
• 37:27
  in
• 37:27
  such
• 37:27
  a
• 37:28
  quick
• 37:28
  amount
• 37:28
  of
• 37:28
  time.
• 37:29
  And
• 37:29
  I
• 37:29
  get
• 37:30
  it.
• 37:30
  I
• 37:30
  get
• 37:30
  it,
• 37:30
  because
• 37:30
  people
• 37:31
  did
• 37:31
  used
• 37:31
  to
• 37:31
  browse
• 37:31
  through
• 37:32
  magazines
• 37:33
  to
• 37:33
  look
• 37:33
  at
• 37:33
  wedding
• 37:34
  dresses,
• 37:34
  but
• 37:35
  it
• 37:35
  turns
• 37:35
  out
• 37:35
  they
• 37:35
  don't
• 37:36
  anymore.
• 37:37
  No.
• 37:37
  And
• 37:38
  it
• 37:38
  is
• 37:38
  amazing,
• 37:38
  isn't
• 37:39
  it?
• 37:39
  You'd
• 37:39
  still
• 37:39
  think
• 37:40
  that,
• 37:41
  you
• 37:41
  know,
• 37:41
  when
• 37:41
  you
• 37:41
  got
• 37:41
  engaged,
• 37:42
  engaged,
• 37:42
  you
• 37:42
  just
• 37:42
  bought
• 37:43
  a
• 37:43
  stack
• 37:43
  of
• 37:43
  wedding
• 37:43
  mags
• 37:44
  and
• 37:44
  you'd
• 37:44
  flick
• 37:45
  through
• 37:45
  and
• 37:45
  the
• 37:45
  majority
• 37:46
  of
• 37:46
  the
• 37:46
  ads
• 37:46
  in
• 37:47
  there
• 37:47
  would
• 37:47
  be
• 37:47
  for
• 37:48
  bridal
• 37:48
  wear
• 37:49
  dresses.
• 37:50
  I
• 37:51
  know
• 37:51
  it
• 37:51
  sounds
• 37:51
  slightly
• 37:51
  odd
• 37:52
  that
• 37:52
  I
• 37:52
  know
• 37:52
  that,
• 37:52
  but
• 37:52
  I've
• 37:53
  been
• 37:53
  in
• 37:53
  the
• 37:53
  industry
• 37:53
  a
• 37:54
  long
• 37:54
  time.
• 37:54
  I've
• 37:54
  looked
• 37:54
  at
• 37:54
  a
• 37:54
  lot
• 37:55
  of
• 37:55
  wedding
• 37:55
  magazines.
• 37:56
  Yeah.
• 37:57
  Magazines
• 37:57
  have
• 37:57
  gone
• 37:57
  online
• 37:58
  or
• 37:58
  ceased
• 37:59
  to
• 37:59
  exist
• 37:59
  in
• 38:00
  their
• 38:00
  entirety
• 38:01
  because
• 38:02
  online
• 38:03
  has
• 38:04
  beaten
• 38:04
  them
• 38:04
  to
• 38:04
  that.
• 38:05
  And
• 38:05
  the
• 38:05
  difficulty
• 38:06
  there,
• 38:06
  though,
• 38:07
  is
• 38:07
  how
• 38:07
  does
• 38:07
  it.
• 38:07
  Does.
• 38:08
  Does
• 38:08
  a
• 38:08
  bridal
• 38:09
  retailer
• 38:09
  or
• 38:09
  any
• 38:09
  supplier
• 38:10
  get
• 38:11
  their
• 38:11
  website
• 38:12
  front
• 38:13
  and
• 38:13
  center
• 38:13
  with
• 38:13
  a
• 38:13
  couple
• 38:14
  who
• 38:14
  are.
• 38:14
  Who
• 38:15
  are.
• 38:15
  Who
• 38:15
  are
• 38:15
  looking
• 38:15
  for
• 38:16
  supplies?
• 38:16
  And
• 38:16
  that
• 38:17
  is.
• 38:17
  That
• 38:17
  is
• 38:17
  the
• 38:17
  challenge
• 38:18
  we
• 38:18
  all
• 38:18
  face
• 38:18
  as
• 38:19
  wedding
• 38:19
  business
• 38:19
  owners.
• 38:20
  And
• 38:21
  obviously
• 38:21
  we
• 38:21
  haven't
• 38:22
  got
• 38:22
  time
• 38:22
  to
• 38:22
  go
• 38:22
  into
• 38:22
  it
• 38:23
  today,
• 38:23
  and
• 38:23
  it's
• 38:23
  not
• 38:23
  really
• 38:24
  the
• 38:24
  topic,
• 38:24
  and
• 38:24
  it's
• 38:24
  what
• 38:24
  you
• 38:25
  obviously
• 38:25
  help
• 38:25
  businesses
• 38:26
  do
• 38:26
  in
• 38:27
  part.
• 38:27
  But
• 38:27
  it
• 38:28
  is
• 38:28
  amazing.
• 38:28
  The
• 38:28
  magazines
• 38:29
  have
• 38:29
  just
• 38:29
  dropped
• 38:29
  off
• 38:30
  a
• 38:30
  cliff
• 38:30
  and
• 38:31
  you'd
• 38:31
  be
• 38:31
  hard
• 38:32
  pushed
• 38:32
  to
• 38:33
  even
• 38:33
  find
• 38:33
  them
• 38:34
  in
• 38:34
  Smith's
• 38:35
  or.
• 38:35
  Or
• 38:35
  anywhere
• 38:36
  else
• 38:36
  where
• 38:36
  you
• 38:36
  might
• 38:36
  get
• 38:36
  your
• 38:36
  magazines
• 38:37
  these
• 38:37
  days.
• 38:37
  Yeah.
• 38:38
  And
• 38:38
  I
• 38:38
  got
• 38:38
  married
• 38:38
  back
• 38:38
  in
• 38:38
  2010,
• 38:39
  and
• 38:39
  I
• 38:39
  remember
• 38:40
  going
• 38:40
  into
• 38:40
  Sainsbury's
• 38:41
  and
• 38:41
  buying
• 38:41
  every
• 38:42
  single
• 38:42
  wedding
• 38:42
  magazine
• 38:43
  and
• 38:43
  cutting
• 38:43
  out
• 38:44
  pictures
• 38:44
  of
• 38:44
  a
• 38:44
  dress
• 38:44
  and
• 38:45
  sticking
• 38:45
  them
• 38:45
  in
• 38:45
  a
• 38:45
  scrapbook,
• 38:46
  which
• 38:46
  makes
• 38:46
  it
• 38:47
  sound
• 38:47
  like
• 38:47
  I
• 38:47
  was
• 38:47
  born
• 38:47
  100
• 38:48
  years
• 38:48
  ago,
• 38:48
  but
• 38:48
  that
• 38:49
  was
• 38:49
  only
• 38:50
  16
• 38:50
  years
• 38:50
  ago
• 38:51
  I
• 38:51
  was
• 38:51
  doing
• 38:51
  that.
• 38:51
  And
• 38:52
  I
• 38:52
  think
• 38:52
  the
• 38:52
  bigger
• 38:53
  picture
• 38:53
  that
• 38:53
  this
• 38:54
  kind
• 38:54
  of
• 38:54
  thing
• 38:54
  paints
• 38:55
  is
• 38:56
  that
• 38:56
  things
• 38:56
  do
• 38:56
  change.
• 38:57
  And
• 38:57
  as
• 38:57
  individual
• 38:57
  businesses,
• 38:58
  you
• 38:58
  should
• 38:58
  be
• 38:58
  looking
• 38:59
  at
• 38:59
  your
• 38:59
  individual
• 38:59
  data
• 39:00
  as
• 39:00
  well.
• 39:01
  Because.
• 39:01
  Because
• 39:01
  just
• 39:02
  because
• 39:02
  something's
• 39:03
  worked
• 39:03
  for
• 39:03
  the
• 39:03
  last
• 39:03
  10
• 39:04
  years,
• 39:04
  it
• 39:04
  can
• 39:04
  suddenly
• 39:05
  stop
• 39:05
  working.
• 39:06
  And
• 39:06
  that's
• 39:06
  what
• 39:06
  wedding
• 39:07
  dress
• 39:07
  is.
• 39:08
  Shops
• 39:08
  have
• 39:08
  probably
• 39:08
  seen
• 39:09
  in
• 39:09
  terms
• 39:09
  of
• 39:09
  magazines.
• 39:10
  And
• 39:10
  it
• 39:10
  can
• 39:10
  feel
• 39:10
  scary
• 39:11
  because
• 39:11
  you're
• 39:11
  like,
• 39:12
  why?
• 39:12
  This
• 39:12
  has
• 39:12
  always
• 39:13
  worked
• 39:13
  for
• 39:13
  me.
• 39:13
  I've
• 39:13
  been
• 39:13
  doing
• 39:13
  this
• 39:14
  magazine.
• 39:14
  I've
• 39:14
  been
• 39:14
  doing
• 39:15
  this
• 39:15
  piece
• 39:15
  of
• 39:15
  advertising
• 39:15
  for
• 39:16
  the
• 39:16
  last
• 39:16
  10
• 39:16
  years.
• 39:16
  It's
• 39:17
  brought
• 39:17
  me
• 39:17
  in
• 39:17
  this
• 39:17
  many
• 39:17
  customers,
• 39:18
  and
• 39:18
  then
• 39:18
  Suddenly,
• 39:19
  seemingly
• 39:20
  overnight,
• 39:20
  but
• 39:21
  probably
• 39:21
  over
• 39:21
  a
• 39:22
  couple
• 39:22
  of
• 39:22
  years,
• 39:23
  it's
• 39:23
  just
• 39:23
  gone.
• 39:24
  And
• 39:24
  that
• 39:24
  is
• 39:24
  scary.
• 39:25
  But
• 39:25
  that's
• 39:25
  why
• 39:25
  we
• 39:26
  have
• 39:26
  to
• 39:26
  track
• 39:26
  everything
• 39:27
  we're
• 39:27
  doing
• 39:27
  in
• 39:28
  detail
• 39:28
  so
• 39:28
  that
• 39:28
  we
• 39:29
  can
• 39:29
  get
• 39:29
  ahead
• 39:29
  of
• 39:29
  that,
• 39:29
  that
• 39:30
  before
• 39:30
  it's
• 39:30
  too
• 39:31
  late.
• 39:31
  And
• 39:31
  I
• 39:31
  think
• 39:32
  being
• 39:32
  able
• 39:32
  to
• 39:33
  see
• 39:33
  the
• 39:33
  picture
• 39:33
  over
• 39:34
  a
• 39:34
  decade
• 39:35
  just
• 39:35
  showcases
• 39:36
  how
• 39:36
  important
• 39:36
  that
• 39:36
  is
• 39:37
  for
• 39:37
  individuals
• 39:37
  to
• 39:38
  be
• 39:38
  tracking.
• 39:38
  Do
• 39:39
  you
• 39:39
  track
• 39:39
  things
• 39:39
  in
• 39:39
  your
• 39:39
  own
• 39:39
  business,
• 39:40
  Damian?
• 39:40
  Are
• 39:40
  you
• 39:40
  good?
• 39:40
  Are
• 39:41
  you
• 39:41
  good
• 39:41
  at
• 39:41
  tracking
• 39:41
  the
• 39:41
  numbers?
• 39:42
  Yeah,
• 39:43
  I'm
• 39:43
  pretty
• 39:43
  good.
• 39:44
  I'm
• 39:44
  not
• 39:44
  as
• 39:44
  good
• 39:44
  as
• 39:44
  I
• 39:44
  should
• 39:45
  be
• 39:45
  or
• 39:45
  could
• 39:45
  be,
• 39:46
  of
• 39:46
  course.
• 39:47
  I
• 39:47
  mean,
• 39:47
  it's
• 39:47
  one
• 39:47
  of
• 39:48
  the
• 39:48
  problems
• 39:48
  with
• 39:48
  running
• 39:48
  your
• 39:48
  own
• 39:49
  business.
• 39:49
  If
• 39:50
  you
• 39:50
  could
• 39:50
  farm
• 39:50
  it
• 39:50
  out
• 39:51
  to
• 39:51
  individual
• 39:52
  experts
• 39:52
  for
• 39:52
  each
• 39:53
  part
• 39:53
  of
• 39:53
  what
• 39:53
  you
• 39:53
  do,
• 39:54
  you'd
• 39:54
  realize
• 39:55
  that
• 39:55
  you're
• 39:55
  at
• 39:55
  best,
• 39:56
  75%
• 39:56
  as
• 39:57
  good
• 39:57
  as
• 39:57
  you
• 39:57
  could
• 39:57
  or
• 39:57
  should
• 39:58
  be.
• 39:58
  But
• 39:59
  I've
• 39:59
  done
• 39:59
  all
• 39:59
  right,
• 39:59
  I
• 39:59
  think.
• 40:00
  A
• 40:00
  thousand
• 40:00
  weddings
• 40:00
  in
• 40:01
  23
• 40:01
  years.
• 40:02
  I'll
• 40:02
  take
• 40:02
  that.
• 40:02
  I
• 40:02
  used
• 40:03
  to
• 40:03
  do,
• 40:03
  you
• 40:03
  know,
• 40:04
  just
• 40:04
  over
• 40:04
  100
• 40:05
  weddings
• 40:05
  a
• 40:05
  year.
• 40:06
  And
• 40:06
  it
• 40:06
  all
• 40:07
  came
• 40:07
  through
• 40:07
  word
• 40:08
  of
• 40:08
  mouth.
• 40:09
  That
• 40:09
  is
• 40:10
  still
• 40:10
  the
• 40:10
  case,
• 40:10
  but
• 40:10
  not,
• 40:11
  not
• 40:11
  to
• 40:11
  the
• 40:11
  same
• 40:12
  extent
• 40:12
  anymore.
• 40:13
  So
• 40:13
  those
• 40:13
  are
• 40:13
  the
• 40:13
  things
• 40:14
  I've
• 40:14
  learned.
• 40:14
  There's
• 40:15
  also
• 40:15
  some
• 40:15
  interesting
• 40:15
  overlaps
• 40:16
  between
• 40:16
  categories.
• 40:17
  So
• 40:18
  how,
• 40:18
  for
• 40:18
  instance,
• 40:19
  videography
• 40:20
  has
• 40:20
  seen
• 40:20
  a
• 40:20
  huge
• 40:21
  boost.
• 40:21
  Boom,
• 40:22
  boom
• 40:22
  time
• 40:22
  for
• 40:23
  video.
• 40:24
  Mainly
• 40:25
  because
• 40:25
  two
• 40:25
  factors.
• 40:25
  I
• 40:26
  think
• 40:26
  that
• 40:26
  the
• 40:26
  equipment
• 40:27
  has
• 40:27
  changed
• 40:27
  a
• 40:27
  huge
• 40:28
  amount
• 40:28
  and
• 40:28
  has
• 40:28
  enabled
• 40:29
  videographers,
• 40:29
  or
• 40:29
  filmmakers,
• 40:30
  as
• 40:30
  they
• 40:30
  often
• 40:30
  like
• 40:31
  to
• 40:31
  be
• 40:31
  called
• 40:31
  these
• 40:31
  days,
• 40:32
  enable
• 40:32
  them
• 40:32
  to
• 40:32
  show
• 40:33
  their
• 40:33
  true
• 40:33
  creativity.
• 40:34
  And
• 40:34
  that
• 40:34
  means
• 40:35
  cinematic,
• 40:35
  cinematographic
• 40:38
  productions,
• 40:39
  people's
• 40:39
  weddings,
• 40:39
  it's
• 40:40
  no
• 40:40
  longer
• 40:40
  cheesy,
• 40:41
  etc.
• 40:42
  But
• 40:42
  one
• 40:42
  of
• 40:42
  the
• 40:42
  nice
• 40:43
  overlaps
• 40:43
  is
• 40:43
  that
• 40:44
  a
• 40:44
  lot
• 40:44
  of
• 40:44
  those
• 40:44
  videographers
• 40:45
  are
• 40:45
  getting
• 40:45
  their
• 40:45
  bookings
• 40:46
  from
• 40:46
  photographers
• 40:47
  because
• 40:47
  the
• 40:48
  photography
• 40:48
  is
• 40:48
  still
• 40:48
  something
• 40:49
  that's
• 40:49
  traditionally
• 40:49
  booked
• 40:50
  ahead.
• 40:50
  And
• 40:51
  if
• 40:51
  there's
• 40:51
  some
• 40:51
  budget
• 40:51
  left,
• 40:52
  the
• 40:52
  video
• 40:52
  gets
• 40:53
  booked.
• 40:53
  Now,
• 40:53
  I
• 40:53
  don't
• 40:53
  like
• 40:54
  that
• 40:54
  at
• 40:54
  all.
• 40:54
  I
• 40:54
  would
• 40:55
  encourage
• 40:55
  anyone
• 40:55
  to
• 40:56
  go
• 40:56
  for
• 40:56
  a
• 40:56
  video.
• 40:56
  We're
• 40:57
  doing
• 40:57
  the
• 40:57
  same
• 40:57
  job
• 40:58
  as
• 40:58
  a
• 40:58
  photographer,
• 40:59
  trying
• 40:59
  to
• 40:59
  capture
• 40:59
  the
• 40:59
  day,
• 41:00
  but
• 41:00
  in
• 41:00
  a
• 41:00
  different
• 41:00
  format.
• 41:02
  And
• 41:02
  so
• 41:02
  as
• 41:02
  you're
• 41:02
  marketing,
• 41:03
  if
• 41:03
  you're
• 41:03
  a
• 41:03
  videographer,
• 41:04
  you
• 41:04
  probably
• 41:04
  already
• 41:04
  are
• 41:05
  talking
• 41:05
  to
• 41:05
  a
• 41:05
  photographer,
• 41:06
  but
• 41:06
  you
• 41:06
  really
• 41:06
  should
• 41:06
  be
• 41:07
  doing
• 41:07
  that
• 41:07
  more.
• 41:08
  So
• 41:08
  it's
• 41:08
  been
• 41:08
  interesting
• 41:08
  to
• 41:08
  see
• 41:09
  things
• 41:09
  like
• 41:09
  that
• 41:09
  as
• 41:09
  well
• 41:09
  just
• 41:10
  play
• 41:10
  out
• 41:10
  in
• 41:10
  the
• 41:10
  data
• 41:11
  something
• 41:11
  you
• 41:11
  have
• 41:12
  a
• 41:12
  hunch
• 41:12
  about
• 41:12
  or
• 41:12
  anecdotally
• 41:13
  you
• 41:13
  hear
• 41:14
  plays
• 41:14
  out
• 41:14
  in
• 41:14
  the
• 41:15
  data.
• 41:15
  And
• 41:16
  that's
• 41:16
  not
• 41:16
  the
• 41:16
  only
• 41:16
  example.
• 41:17
  There's
• 41:17
  all
• 41:18
  sorts
• 41:18
  of
• 41:18
  those
• 41:18
  throughout
• 41:19
  this
• 41:19
  report.
• 41:19
  Now,
• 41:20
  we've
• 41:20
  only
• 41:20
  scratched
• 41:21
  the
• 41:21
  surface.
• 41:21
  We
• 41:21
  don't
• 41:21
  have
• 41:22
  time
• 41:22
  to
• 41:22
  go
• 41:23
  into
• 41:23
  everything,
• 41:24
  but
• 41:24
  I
• 41:24
  just
• 41:24
  wanted
• 41:24
  to
• 41:25
  check
• 41:25
  with
• 41:25
  you
• 41:25
  if
• 41:25
  there's
• 41:26
  any
• 41:26
  other
• 41:26
  headlines
• 41:27
  or
• 41:27
  surprises
• 41:28
  that
• 41:28
  we
• 41:28
  haven't
• 41:28
  talked
• 41:29
  about
• 41:29
  that
• 41:29
  you
• 41:30
  wanted
• 41:30
  to
• 41:30
  share
• 41:31
  with
• 41:31
  the
• 41:31
  listeners.
• 41:32
  I
• 41:32
  think
• 41:32
  the
• 41:32
  one
• 41:33
  I
• 41:33
  would
• 41:33
  mention
• 41:33
  is
• 41:33
  who's
• 41:34
  paying
• 41:34
  for
• 41:35
  the
• 41:35
  wedding
• 41:35
  and
• 41:36
  how
• 41:36
  that's
• 41:36
  changed
• 41:36
  over
• 41:37
  the
• 41:37
  years.
• 41:38
  We're
• 41:38
  all
• 41:39
  wedding
• 41:39
  suppliers.
• 41:40
  Wedding
• 41:40
  business
• 41:40
  owners
• 41:40
  have
• 41:41
  always
• 41:41
  been
• 41:41
  used
• 41:42
  to
• 41:42
  obviously
• 41:42
  talking
• 41:43
  to
• 41:43
  the
• 41:43
  bride
• 41:44
  and,
• 41:44
  or
• 41:44
  the
• 41:44
  groom
• 41:44
  or
• 41:45
  partner
• 41:45
  one,
• 41:45
  partner
• 41:45
  two
• 41:46
  for
• 41:46
  civil
• 41:46
  partnership,
• 41:47
  etc.
• 41:48
  They
• 41:48
  would
• 41:49
  often
• 41:49
  be
• 41:49
  they're
• 41:49
  the
• 41:50
  point
• 41:50
  of
• 41:51
  inquiry,
• 41:52
  they're
• 41:52
  the
• 41:52
  point
• 41:52
  that
• 41:53
  the
• 41:53
  people
• 41:53
  you're
• 41:53
  talking
• 41:53
  to
• 41:54
  but
• 41:54
  they're
• 41:54
  then
• 41:54
  going
• 41:54
  back
• 41:55
  to
• 41:55
  somebody
• 41:55
  who
• 41:56
  else
• 41:56
  who
• 41:56
  was
• 41:57
  eventually
• 41:57
  paying
• 41:57
  the
• 41:58
  bill.
• 41:58
  That
• 41:58
  was
• 41:58
  often
• 41:58
  the
• 41:59
  way
• 41:59
  and
• 41:59
  traditionally
• 42:00
  back
• 42:00
  in
• 42:00
  the
• 42:00
  day
• 42:00
  that
• 42:00
  would
• 42:01
  have
• 42:01
  been
• 42:01
  the
• 42:01
  bride's
• 42:01
  family
• 42:02
  in
• 42:02
  time,
• 42:02
  bride's
• 42:03
  parents.
• 42:04
  That's
• 42:04
  changed
• 42:04
  over
• 42:04
  time
• 42:05
  and
• 42:05
  anecdotally
• 42:06
  you
• 42:06
  hear
• 42:06
  it
• 42:06
  in
• 42:07
  the
• 42:07
  speeches,
• 42:07
  you
• 42:07
  know,
• 42:08
  for
• 42:08
  instance,
• 42:08
  where
• 42:08
  you
• 42:09
  thank
• 42:09
  you
• 42:09
  to
• 42:09
  the
• 42:09
  groom's
• 42:10
  parents
• 42:10
  for
• 42:10
  buying
• 42:10
  all
• 42:11
  the
• 42:11
  booze
• 42:11
  is
• 42:11
  a
• 42:11
  very
• 42:11
  common
• 42:12
  one,
• 42:12
  for
• 42:12
  instance.
• 42:13
  But
• 42:14
  now
• 42:14
  couples
• 42:15
  are
• 42:15
  increasingly
• 42:15
  paying
• 42:16
  for
• 42:16
  a
• 42:17
  larger
• 42:17
  proportion
• 42:18
  of
• 42:18
  the
• 42:18
  wedding
• 42:18
  themselves
• 42:19
  and
• 42:19
  I
• 42:19
  think
• 42:20
  that
• 42:20
  changed
• 42:21
  the
• 42:21
  conversation
• 42:22
  somewhat.
• 42:23
  They're
• 42:24
  going
• 42:24
  to
• 42:24
  be
• 42:24
  much
• 42:24
  more
• 42:24
  discerning
• 42:25
  because
• 42:25
  it's
• 42:26
  their
• 42:26
  own
• 42:26
  hard
• 42:26
  earned
• 42:27
  cash,
• 42:27
  let's
• 42:27
  be
• 42:27
  frank.
• 42:28
  So,
• 42:28
  so
• 42:29
  that's
• 42:29
  been
• 42:29
  a
• 42:29
  really
• 42:30
  interesting
• 42:30
  learning
• 42:30
  and
• 42:31
  something
• 42:31
  that
• 42:31
  plays
• 42:31
  out
• 42:31
  across
• 42:32
  pretty
• 42:32
  much
• 42:32
  all
• 42:33
  categories
• 42:33
  and
• 42:33
  it
• 42:34
  comes
• 42:34
  into
• 42:34
  the
• 42:35
  data
• 42:35
  for
• 42:35
  all
• 42:36
  categories
• 42:36
  in
• 42:36
  the
• 42:36
  report.
• 42:37
  Yeah,
• 42:37
  that
• 42:37
  is
• 42:38
  a
• 42:38
  really
• 42:38
  interesting
• 42:38
  insight.
• 42:39
  And
• 42:39
  again,
• 42:39
  it's
• 42:39
  interesting
• 42:39
  to
• 42:40
  think
• 42:40
  about
• 42:40
  how
• 42:40
  that
• 42:40
  does
• 42:41
  change
• 42:41
  the
• 42:41
  way
• 42:42
  that
• 42:42
  couples
• 42:42
  are
• 42:43
  then
• 42:43
  acting,
• 42:44
  how
• 42:44
  they're
• 42:44
  thinking
• 42:45
  about
• 42:45
  their
• 42:45
  money,
• 42:45
  the
• 42:45
  length
• 42:46
  of
• 42:46
  time
• 42:46
  they
• 42:46
  need
• 42:46
  to
• 42:46
  save
• 42:47
  up,
• 42:47
  whether
• 42:47
  they're
• 42:47
  saving
• 42:47
  up
• 42:48
  before
• 42:48
  they
• 42:48
  get
• 42:48
  engaged.
• 42:48
  I
• 42:48
  mean
• 42:49
  there's
• 42:49
  a
• 42:49
  million
• 42:50
  offshoot
• 42:50
  questions
• 42:51
  that
• 42:51
  you
• 42:51
  then
• 42:51
  start
• 42:51
  to
• 42:52
  think
• 42:52
  about.
• 42:52
  But
• 42:53
  yeah,
• 42:53
  interesting
• 42:54
  to
• 42:54
  see
• 42:54
  such
• 42:54
  a
• 42:54
  shift.
• 42:55
  And
• 42:55
  again,
• 42:55
  the
• 42:55
  anecdotal
• 42:56
  we
• 42:57
  know
• 42:57
  that
• 42:57
  I
• 42:57
  guess
• 42:57
  there's
• 42:57
  less,
• 42:58
  you
• 42:58
  know,
• 42:58
  people
• 42:59
  being
• 42:59
  told
• 42:59
  what
• 42:59
  to
• 43:00
  do
• 43:00
  by
• 43:00
  the
• 43:00
  mother
• 43:00
  of
• 43:00
  the
• 43:00
  bride
• 43:01
  as
• 43:01
  they
• 43:01
  used
• 43:01
  to
• 43:01
  be
• 43:01
  when
• 43:01
  they
• 43:02
  were
• 43:02
  paying
• 43:02
  for
• 43:02
  the
• 43:02
  wedding.
• 43:03
  But
• 43:03
  again,
• 43:04
  it's
• 43:04
  good
• 43:04
  to
• 43:04
  see
• 43:04
  it
• 43:04
  in
• 43:05
  fact
• 43:05
  and
• 43:05
  in
• 43:06
  numbers.
• 43:07
  So
• 43:07
  we've
• 43:07
  talked
• 43:08
  about
• 43:08
  it
• 43:08
  all
• 43:08
  the
• 43:08
  way
• 43:08
  through
• 43:08
  the
• 43:09
  podcast
• 43:09
  really.
• 43:09
  But
• 43:10
  I
• 43:10
  just
• 43:10
  wanted
• 43:10
  to
• 43:11
  kind
• 43:11
  of
• 43:12
  just
• 43:12
  glean
• 43:12
  from
• 43:13
  you
• 43:14
  any
• 43:14
  other
• 43:14
  ways
• 43:14
  that
• 43:15
  you
• 43:15
  think
• 43:15
  this
• 43:15
  data
• 43:16
  can
• 43:16
  help.
• 43:16
  You
• 43:16
  obviously
• 43:16
  put
• 43:17
  it
• 43:17
  together
• 43:17
  for
• 43:17
  a
• 43:17
  reason.
• 43:18
  You
• 43:18
  thought
• 43:19
  it
• 43:19
  was
• 43:19
  going
• 43:19
  to
• 43:19
  help
• 43:19
  the
• 43:20
  industry
• 43:20
  in
• 43:20
  some
• 43:20
  way.
• 43:21
  So
• 43:21
  what
• 43:21
  do
• 43:22
  you
• 43:22
  hope
• 43:22
  it's
• 43:22
  going
• 43:22
  to
• 43:22
  achieve?
• 43:23
  How
• 43:23
  do
• 43:23
  you
• 43:23
  think
• 43:23
  it's
• 43:24
  going
• 43:24
  to
• 43:24
  help
• 43:24
  those
• 43:24
  people
• 43:25
  that
• 43:25
  engage
• 43:25
  with
• 43:25
  with
• 43:26
  it?
• 43:26
  I
• 43:26
  hope
• 43:26
  it
• 43:26
  gives
• 43:27
  people
• 43:28
  within
• 43:28
  each
• 43:29
  of
• 43:29
  the
• 43:29
  14,
• 43:29
  15
• 43:30
  categories
• 43:31
  that,
• 43:31
  that
• 43:31
  are
• 43:31
  covered
• 43:31
  within
• 43:32
  Specifically
• 43:33
  within
• 43:33
  the
• 43:34
  report.
• 43:34
  I
• 43:34
  hope
• 43:34
  it
• 43:35
  gives
• 43:35
  them
• 43:36
  some
• 43:36
  information
• 43:36
  that
• 43:37
  they
• 43:37
  can
• 43:37
  actually
• 43:37
  put
• 43:38
  to
• 43:38
  good
• 43:38
  use.
• 43:39
  That
• 43:39
  can
• 43:40
  be
• 43:40
  tricky
• 43:40
  sometimes
• 43:40
  and
• 43:40
  we've
• 43:41
  tried
• 43:41
  to
• 43:41
  help,
• 43:41
  as
• 43:41
  we've
• 43:41
  said,
• 43:42
  with
• 43:42
  some
• 43:42
  suggestions,
• 43:43
  but
• 43:43
  I
• 43:43
  think
• 43:44
  again
• 43:44
  with,
• 43:44
  with,
• 43:45
  with
• 43:45
  AI
• 43:45
  and
• 43:46
  mentorships
• 43:46
  and
• 43:46
  businesses
• 43:47
  like
• 43:48
  services
• 43:48
  like
• 43:48
  yours,
• 43:48
  Becca,
• 43:49
  that.
• 43:49
  Okay,
• 43:50
  now
• 43:50
  here's
• 43:50
  the
• 43:50
  data.
• 43:51
  What
• 43:51
  do
• 43:51
  I
• 43:51
  do
• 43:51
  with
• 43:51
  it?
• 43:52
  Do
• 43:52
  something
• 43:52
  with
• 43:53
  it.
• 43:53
  And
• 43:53
  we
• 43:53
  hope
• 43:53
  that
• 43:54
  people
• 43:54
  are
• 43:54
  able
• 43:54
  to
• 43:54
  make
• 43:55
  changes
• 43:55
  to
• 43:55
  their
• 43:55
  business
• 43:56
  incrementally
• 43:57
  perhaps,
• 43:57
  but
• 43:58
  also
• 43:58
  see
• 43:58
  the
• 43:58
  benefits
• 43:59
  in
• 43:59
  a
• 43:59
  tangible
• 44:00
  way
• 44:01
  and
• 44:01
  whatever
• 44:01
  tangible
• 44:02
  means
• 44:02
  that
• 44:02
  could
• 44:02
  be
• 44:02
  more
• 44:03
  inquiries,
• 44:03
  more
• 44:03
  bookings,
• 44:04
  charging
• 44:05
  more
• 44:05
  for
• 44:05
  those
• 44:05
  bookings
• 44:05
  or
• 44:06
  all
• 44:06
  of
• 44:06
  those
• 44:06
  things
• 44:07
  and
• 44:08
  others.
• 44:09
  There's
• 44:09
  all.
• 44:09
  One
• 44:10
  thing
• 44:10
  we've
• 44:10
  learned
• 44:11
  from
• 44:11
  running
• 44:11
  twere
• 44:12
  is
• 44:12
  that
• 44:13
  people
• 44:13
  want
• 44:13
  different
• 44:13
  things
• 44:13
  out
• 44:14
  of
• 44:14
  their
• 44:14
  businesses.
• 44:14
  It
• 44:14
  doesn't
• 44:15
  have
• 44:15
  to
• 44:15
  be
• 44:15
  about
• 44:16
  the
• 44:16
  bottom
• 44:16
  line.
• 44:17
  It
• 44:17
  can
• 44:17
  be
• 44:17
  about
• 44:17
  self
• 44:18
  confidence.
• 44:18
  It
• 44:18
  can
• 44:18
  be
• 44:19
  about
• 44:19
  going
• 44:20
  full
• 44:20
  time,
• 44:20
  getting
• 44:21
  rid
• 44:21
  of
• 44:21
  the,
• 44:21
  the
• 44:21
  boring
• 44:22
  full
• 44:22
  time
• 44:22
  job
• 44:22
  and
• 44:22
  going
• 44:23
  full
• 44:23
  time
• 44:23
  with
• 44:23
  your,
• 44:24
  your,
• 44:24
  your
• 44:24
  wedding
• 44:25
  business.
• 44:26
  And
• 44:26
  I
• 44:26
  hope
• 44:26
  that
• 44:27
  there's
• 44:27
  data
• 44:27
  in
• 44:28
  there
• 44:28
  that's
• 44:29
  interesting
• 44:29
  about
• 44:29
  the
• 44:30
  general
• 44:30
  industry,
• 44:30
  interesting
• 44:31
  and
• 44:31
  useful
• 44:31
  about
• 44:32
  your
• 44:32
  own
• 44:32
  category
• 44:33
  and,
• 44:33
  and
• 44:33
  that
• 44:33
  going
• 44:34
  forwards
• 44:35
  as
• 44:35
  we
• 44:36
  produce
• 44:37
  reports
• 44:37
  probably
• 44:38
  annually
• 44:38
  from
• 44:38
  now
• 44:39
  on
• 44:40
  that
• 44:40
  there's
• 44:41
  an
• 44:41
  ongoing
• 44:42
  story
• 44:42
  here,
• 44:43
  a
• 44:43
  narrative
• 44:44
  that
• 44:44
  you
• 44:44
  can
• 44:45
  track
• 44:45
  your
• 44:45
  own
• 44:45
  business
• 44:46
  alongside.
• 44:48
  I
• 44:48
  think
• 44:48
  it
• 44:49
  is
• 44:49
  useful,
• 44:50
  it's
• 44:50
  unique
• 44:51
  because
• 44:52
  we
• 44:52
  ask
• 44:52
  couples
• 44:52
  after
• 44:53
  their
• 44:53
  wedding
• 44:53
  and
• 44:54
  because
• 44:54
  we
• 44:54
  go
• 44:54
  into
• 44:54
  such
• 44:54
  detail
• 44:55
  for
• 44:55
  each
• 44:55
  of
• 44:56
  those
• 44:56
  15
• 44:56
  categories.
• 44:57
  So
• 44:57
  I
• 44:57
  really
• 44:57
  hope
• 44:57
  it's
• 44:58
  useful.
• 44:59
  You
• 44:59
  know,
• 44:59
  Twee
• 45:00
  exists
• 45:00
  to,
• 45:01
  to
• 45:01
  help
• 45:01
  the
• 45:02
  industry
• 45:02
  and
• 45:02
  to
• 45:02
  help
• 45:03
  couples
• 45:04
  to
• 45:04
  find
• 45:05
  the,
• 45:05
  the
• 45:05
  best
• 45:05
  suppliers
• 45:06
  for
• 45:06
  their
• 45:06
  weddings.
• 45:07
  And
• 45:07
  if
• 45:07
  we
• 45:07
  can
• 45:07
  help
• 45:08
  make
• 45:08
  those
• 45:08
  couples
• 45:08
  better,
• 45:09
  sorry,
• 45:10
  those,
• 45:10
  those
• 45:11
  businesses
• 45:11
  better,
• 45:12
  even
• 45:12
  in
• 45:12
  a
• 45:12
  small
• 45:13
  way,
• 45:13
  then
• 45:13
  that's
• 45:13
  good
• 45:14
  for
• 45:14
  the
• 45:14
  industry
• 45:14
  as
• 45:14
  a
• 45:14
  whole.
• 45:15
  Yeah,
• 45:15
  absolutely.
• 45:16
  And
• 45:16
  I
• 45:16
  know
• 45:16
  that
• 45:17
  the
• 45:17
  data
• 45:17
  is
• 45:17
  going
• 45:17
  to
• 45:17
  be
• 45:17
  useful
• 45:18
  because
• 45:18
  I'm
• 45:19
  definitely
• 45:19
  going
• 45:19
  to
• 45:19
  be
• 45:20
  quoting
• 45:20
  you
• 45:20
  in
• 45:21
  some
• 45:21
  of
• 45:21
  my
• 45:21
  talks
• 45:21
  over
• 45:21
  the
• 45:22
  next
• 45:22
  year
• 45:22
  and
• 45:22
  referring
• 45:23
  to
• 45:23
  the
• 45:23
  data
• 45:24
  because
• 45:24
  I
• 45:24
  love
• 45:24
  a
• 45:25
  good
• 45:25
  data
• 45:25
  set
• 45:25
  and
• 45:25
  it's
• 45:26
  really
• 45:26
  helpful
• 45:26
  for
• 45:27
  just
• 45:27
  underpinning
• 45:28
  the
• 45:28
  different
• 45:28
  things
• 45:29
  that
• 45:29
  we're
• 45:29
  teaching.
• 45:29
  And
• 45:29
  I
• 45:29
  think
• 45:30
  as
• 45:30
  well
• 45:30
  for
• 45:30
  business
• 45:31
  owners,
• 45:31
  what's
• 45:31
  really
• 45:32
  helpful
• 45:32
  is
• 45:33
  that
• 45:33
  collective.
• 45:34
  So
• 45:34
  sometimes
• 45:34
  people
• 45:35
  think
• 45:35
  it's
• 45:35
  just
• 45:35
  me
• 45:36
  that's
• 45:36
  seen
• 45:36
  my
• 45:36
  inquiries
• 45:37
  drop.
• 45:37
  It's
• 45:37
  just
• 45:38
  me
• 45:38
  that
• 45:38
  is
• 45:38
  struggling
• 45:39
  with
• 45:39
  this.
• 45:40
  But
• 45:40
  actually
• 45:41
  when
• 45:41
  you
• 45:41
  see
• 45:41
  it
• 45:41
  in
• 45:42
  this
• 45:42
  kind
• 45:42
  of
• 45:42
  picture,
• 45:43
  you
• 45:43
  realize,
• 45:44
  oh,
• 45:44
  it's
• 45:45
  not
• 45:45
  just
• 45:45
  me
• 45:45
  actually
• 45:46
  our
• 45:46
  industry
• 45:47
  has
• 45:47
  shifted.
• 45:47
  It's
• 45:48
  not
• 45:48
  just
• 45:48
  me
• 45:48
  that's
• 45:48
  not
• 45:49
  getting
• 45:49
  magazine
• 45:49
  inquiries
• 45:50
  anymore.
• 45:50
  It's
• 45:51
  actually
• 45:51
  everyone
• 45:51
  you
• 45:52
  know.
• 45:52
  And
• 45:52
  I
• 45:52
  think
• 45:52
  that
• 45:52
  that
• 45:53
  kind
• 45:53
  of
• 45:53
  collective
• 45:54
  and
• 45:54
  that's
• 45:54
  something
• 45:54
  you
• 45:54
  guys
• 45:54
  do
• 45:55
  really
• 45:55
  well
• 45:55
  at
• 45:55
  Tweer
• 45:56
  is
• 45:56
  bringing
• 45:56
  people
• 45:56
  together
• 45:57
  from
• 45:57
  all
• 45:57
  parts
• 45:58
  of
• 45:58
  the
• 45:58
  industry
• 45:58
  and
• 45:58
  I
• 45:58
  think
• 45:59
  that
• 45:59
  collective
• 46:00
  feeling
• 46:01
  of
• 46:01
  confidence
• 46:02
  and
• 46:02
  going
• 46:02
  okay,
• 46:02
  it's
• 46:03
  not
• 46:03
  just
• 46:03
  me,
• 46:03
  this
• 46:04
  is
• 46:04
  the
• 46:04
  data.
• 46:05
  Right.
• 46:05
  How
• 46:05
  can
• 46:05
  we,
• 46:06
  how
• 46:06
  can
• 46:06
  we
• 46:06
  all
• 46:06
  do
• 46:07
  something
• 46:07
  better
• 46:07
  about
• 46:08
  it?
• 46:08
  Is
• 46:08
  brilliant.
• 46:08
  Now
• 46:08
  you
• 46:09
  mentioned
• 46:09
  there
• 46:09
  and
• 46:09
  I'm
• 46:10
  really
• 46:10
  glad
• 46:10
  you
• 46:10
  did
• 46:10
  that.
• 46:10
  You
• 46:11
  are
• 46:11
  thinking
• 46:11
  it's
• 46:11
  going
• 46:11
  to
• 46:11
  become
• 46:12
  an
• 46:12
  annual
• 46:12
  report
• 46:13
  makes
• 46:13
  a
• 46:13
  lot
• 46:13
  of
• 46:13
  sense,
• 46:13
  especially
• 46:14
  when
• 46:14
  you
• 46:14
  are
• 46:14
  collecting
• 46:15
  all
• 46:15
  of
• 46:15
  this
• 46:15
  data
• 46:16
  anyway.
• 46:16
  But
• 46:17
  I
• 46:17
  noticed
• 46:17
  a
• 46:17
  little
• 46:18
  back
• 46:18
  section
• 46:19
  of
• 46:19
  the
• 46:19
  report
• 46:20
  which
• 46:20
  again
• 46:21
  piqued
• 46:21
  my
• 46:21
  interest
• 46:22
  because
• 46:22
  I
• 46:22
  like
• 46:22
  to
• 46:22
  read
• 46:22
  these
• 46:23
  things
• 46:23
  in
• 46:23
  detail
• 46:23
  about
• 46:23
  what's
• 46:24
  going
• 46:24
  to
• 46:24
  change
• 46:25
  in
• 46:25
  next
• 46:25
  year's
• 46:25
  report.
• 46:26
  So
• 46:26
  obviously
• 46:26
  previously
• 46:27
  you
• 46:27
  were
• 46:27
  gathering
• 46:28
  all
• 46:28
  this
• 46:28
  data,
• 46:28
  you
• 46:28
  didn't
• 46:29
  necessarily
• 46:29
  think
• 46:29
  about
• 46:30
  turning
• 46:30
  it
• 46:30
  into
• 46:30
  an
• 46:30
  industry
• 46:31
  report.
• 46:32
  Now
• 46:32
  you've
• 46:32
  done
• 46:33
  it
• 46:33
  once,
• 46:33
  I
• 46:33
  guess
• 46:33
  you've
• 46:34
  had
• 46:34
  some
• 46:34
  learnings.
• 46:35
  So
• 46:35
  what
• 46:35
  are
• 46:35
  the
• 46:35
  highlights?
• 46:36
  I
• 46:36
  know
• 46:36
  that
• 46:36
  there
• 46:36
  was
• 46:36
  a
• 46:36
  few
• 46:37
  things
• 46:37
  in
• 46:37
  there
• 46:37
  that
• 46:37
  you
• 46:37
  said
• 46:38
  are
• 46:38
  going
• 46:38
  to
• 46:38
  change
• 46:39
  or
• 46:39
  be
• 46:39
  added
• 46:39
  for
• 46:39
  2020
• 46:40
  27.
• 46:40
  Yeah.
• 46:41
  So
• 46:41
  we're
• 46:42
  aware
• 46:42
  that
• 46:43
  we've
• 46:43
  deliberately
• 46:43
  asked
• 46:44
  the
• 46:44
  same
• 46:44
  questions
• 46:44
  for
• 46:44
  the
• 46:44
  last
• 46:45
  10
• 46:45
  years
• 46:45
  because
• 46:45
  then
• 46:45
  you
• 46:46
  get
• 46:46
  the
• 46:46
  purest
• 46:46
  patterns.
• 46:48
  We're
• 46:48
  not
• 46:48
  asking
• 46:48
  different
• 46:48
  questions
• 46:49
  each
• 46:49
  year
• 46:50
  because
• 46:50
  then
• 46:50
  there's
• 46:50
  no
• 46:51
  comparison
• 46:51
  point.
• 46:52
  But
• 46:52
  we
• 46:52
  also
• 46:52
  know
• 46:53
  that
• 46:53
  times
• 46:53
  are
• 46:53
  changing
• 46:54
  and
• 46:54
  we're
• 46:54
  going
• 46:54
  to
• 46:54
  keep
• 46:55
  the
• 46:55
  core
• 46:55
  of
• 46:55
  it
• 46:55
  exactly
• 46:55
  the
• 46:55
  same
• 46:56
  but
• 46:56
  we
• 46:56
  can
• 46:56
  add
• 46:56
  new
• 46:57
  things.
• 46:57
  So
• 46:57
  we're
• 46:57
  going
• 46:57
  to
• 46:58
  make
• 46:58
  sure
• 46:58
  that
• 46:58
  we
• 46:59
  that
• 46:59
  every
• 46:59
  category
• 47:00
  that
• 47:00
  Tuya
• 47:01
  offers
• 47:01
  has
• 47:02
  its
• 47:02
  own
• 47:02
  briefing.
• 47:03
  We
• 47:03
  call
• 47:03
  it
• 47:03
  within
• 47:03
  the
• 47:04
  document
• 47:04
  a
• 47:04
  two
• 47:04
  page
• 47:05
  briefing.
• 47:05
  So
• 47:06
  we're
• 47:06
  adding
• 47:06
  details
• 47:07
  specifically
• 47:07
  in
• 47:08
  the
• 47:08
  previously
• 47:08
  we've
• 47:08
  had
• 47:09
  a
• 47:09
  music
• 47:09
  entertainment
• 47:11
  section
• 47:11
  of
• 47:11
  the
• 47:12
  survey
• 47:13
  and
• 47:13
  we've
• 47:13
  combined
• 47:14
  hair
• 47:14
  stylist
• 47:15
  and
• 47:15
  makeup
• 47:15
  artists
• 47:15
  together
• 47:16
  into
• 47:16
  one
• 47:17
  that
• 47:17
  doesn't
• 47:17
  work
• 47:18
  for
• 47:18
  those
• 47:18
  businesses.
• 47:18
  So
• 47:19
  we're
• 47:19
  going
• 47:19
  to
• 47:19
  split
• 47:19
  the
• 47:20
  music
• 47:20
  entertainment
• 47:20
  out
• 47:21
  into
• 47:21
  dj,
• 47:21
  band
• 47:22
  and
• 47:22
  other
• 47:22
  live
• 47:22
  music,
• 47:23
  which
• 47:23
  is
• 47:23
  what
• 47:23
  we
• 47:23
  have
• 47:24
  within
• 47:24
  Twitter.
• 47:25
  And
• 47:25
  hair
• 47:26
  styling
• 47:26
  will
• 47:27
  have
• 47:27
  its
• 47:27
  own
• 47:27
  section
• 47:28
  within
• 47:28
  the
• 47:28
  survey.
• 47:28
  So
• 47:29
  will
• 47:29
  make
• 47:29
  up
• 47:31
  also
• 47:33
  we're
• 47:33
  going
• 47:33
  to
• 47:33
  track
• 47:34
  even
• 47:35
  though
• 47:35
  we
• 47:35
  don't
• 47:35
  have
• 47:36
  a
• 47:36
  standalone
• 47:37
  category
• 47:37
  for
• 47:38
  these
• 47:38
  two,
• 47:38
  but
• 47:38
  we're
• 47:38
  going
• 47:38
  to
• 47:38
  track
• 47:40
  menswear
• 47:40
  and
• 47:40
  transport
• 47:41
  transport
• 47:41
  and
• 47:41
  we
• 47:42
  don't
• 47:42
  have
• 47:42
  categories
• 47:42
  for
• 47:43
  them
• 47:43
  within
• 47:43
  twere
• 47:43
  because
• 47:44
  we
• 47:44
  just
• 47:44
  don't
• 47:44
  see
• 47:44
  the
• 47:45
  demand
• 47:45
  we
• 47:45
  used
• 47:45
  to
• 47:45
  but
• 47:46
  we
• 47:46
  had
• 47:46
  to
• 47:46
  remove
• 47:46
  them
• 47:47
  because
• 47:47
  businesses
• 47:48
  weren't
• 47:48
  entering
• 47:48
  and
• 47:49
  that's
• 47:49
  fair
• 47:49
  enough.
• 47:50
  But
• 47:51
  we're
• 47:51
  tracking
• 47:52
  that
• 47:52
  data
• 47:52
  because
• 47:52
  there's
• 47:53
  still
• 47:53
  obviously
• 47:53
  things
• 47:53
  that
• 47:54
  couples
• 47:54
  use
• 47:54
  for
• 47:55
  their
• 47:55
  weddings.
• 47:56
  And
• 47:56
  I
• 47:56
  think
• 47:56
  the
• 47:56
  thing
• 47:56
  I'm
• 47:57
  most
• 47:57
  looking
• 47:58
  forward
• 47:58
  to
• 47:58
  actually
• 47:58
  I
• 47:59
  think
• 47:59
  this
• 47:59
  will
• 47:59
  be
• 47:59
  really
• 47:59
  useful
• 48:00
  for
• 48:00
  people
• 48:01
  is
• 48:01
  another
• 48:02
  function
• 48:02
  of
• 48:02
  the
• 48:02
  Fact,
• 48:03
  we're
• 48:03
  asking
• 48:03
  couples
• 48:04
  post
• 48:04
  wedding
• 48:04
  after
• 48:05
  their
• 48:05
  weddings
• 48:05
  have
• 48:05
  actually
• 48:06
  happened.
• 48:06
  So
• 48:06
  the,
• 48:06
  the
• 48:07
  facts,
• 48:07
  the
• 48:08
  information
• 48:08
  they're
• 48:08
  giving
• 48:08
  us,
• 48:09
  the
• 48:09
  facts
• 48:10
  is
• 48:10
  we're
• 48:10
  going
• 48:10
  to
• 48:10
  ask
• 48:11
  them
• 48:11
  about
• 48:12
  what
• 48:12
  they
• 48:12
  would
• 48:12
  have
• 48:12
  liked
• 48:12
  to
• 48:12
  have
• 48:13
  done
• 48:13
  differently.
• 48:14
  Hindsight,
• 48:16
  you
• 48:17
  know,
• 48:17
  what
• 48:18
  would
• 48:18
  you
• 48:18
  rather
• 48:18
  have
• 48:18
  spent
• 48:19
  more
• 48:19
  on?
• 48:19
  What
• 48:19
  would
• 48:20
  you
• 48:20
  rather
• 48:20
  have
• 48:20
  spent
• 48:20
  less
• 48:21
  on?
• 48:21
  What
• 48:22
  do
• 48:22
  you.
• 48:22
  What
• 48:22
  was
• 48:22
  the
• 48:22
  best
• 48:22
  thing
• 48:23
  you
• 48:23
  booked,
• 48:23
  in
• 48:23
  retrospect?
• 48:24
  What
• 48:24
  was
• 48:24
  things
• 48:25
  do
• 48:25
  you
• 48:25
  wish
• 48:25
  you
• 48:25
  booked
• 48:26
  that
• 48:26
  you
• 48:26
  didn't?
• 48:26
  And
• 48:27
  I
• 48:27
  think
• 48:27
  that'll
• 48:27
  be
• 48:27
  really
• 48:27
  interesting
• 48:29
  because
• 48:29
  again,
• 48:29
  it's,
• 48:30
  it's
• 48:30
  something
• 48:30
  that
• 48:31
  only
• 48:32
  you
• 48:32
  can
• 48:32
  only
• 48:32
  ask
• 48:33
  if
• 48:33
  the
• 48:33
  wedding's
• 48:33
  already
• 48:34
  happened.
• 48:35
  So,
• 48:35
  yeah,
• 48:36
  we're
• 48:36
  looking
• 48:36
  for
• 48:36
  a
• 48:36
  much
• 48:37
  a
• 48:37
  bigger,
• 48:38
  richer,
• 48:38
  deeper
• 48:39
  report
• 48:40
  in
• 48:40
  the
• 48:41
  coming
• 48:41
  years
• 48:41
  and
• 48:41
  that'll
• 48:41
  obviously
• 48:42
  provide
• 48:42
  different
• 48:42
  narratives,
• 48:43
  different
• 48:43
  patterns.
• 48:44
  Well,
• 48:44
  I'm
• 48:44
  super
• 48:45
  excited
• 48:45
  that
• 48:45
  you're
• 48:46
  going
• 48:46
  to
• 48:46
  make
• 48:46
  this
• 48:46
  an
• 48:46
  annual
• 48:47
  thing
• 48:47
  and
• 48:47
  hopefully
• 48:48
  you
• 48:48
  can
• 48:48
  make
• 48:48
  this
• 48:48
  an
• 48:49
  annual
• 48:49
  visit
• 48:49
  to
• 48:49
  the
• 48:49
  podcast
• 48:50
  to
• 48:50
  come
• 48:50
  and
• 48:50
  talk
• 48:51
  to
• 48:51
  us
• 48:51
  about
• 48:51
  the
• 48:51
  latest
• 48:52
  data
• 48:52
  because
• 48:53
  as
• 48:53
  I
• 48:53
  said
• 48:53
  at
• 48:53
  the
• 48:53
  beginning,
• 48:54
  I'm
• 48:54
  a
• 48:54
  big
• 48:54
  data
• 48:54
  nerd,
• 48:54
  but
• 48:55
  I
• 48:55
  think
• 48:55
  data
• 48:55
  informs
• 48:56
  and
• 48:56
  data
• 48:56
  helps
• 48:57
  us
• 48:57
  make
• 48:57
  better
• 48:57
  business
• 48:57
  decisions.
• 48:58
  And
• 48:58
  we're
• 48:58
  doing
• 48:58
  things
• 48:59
  on
• 48:59
  the
• 48:59
  fact
• 49:00
  rather
• 49:00
  than
• 49:00
  feelings.
• 49:01
  Now,
• 49:01
  we've
• 49:01
  given
• 49:02
  lots
• 49:02
  of
• 49:02
  highlights.
• 49:03
  As
• 49:03
  I
• 49:03
  said
• 49:03
  at
• 49:03
  the
• 49:03
  start,
• 49:03
  there's
• 49:04
  huge
• 49:04
  amounts
• 49:05
  more
• 49:05
  data
• 49:05
  that
• 49:05
  we
• 49:05
  could
• 49:06
  have
• 49:06
  shared
• 49:06
  and
• 49:06
  there's
• 49:06
  all
• 49:06
  those
• 49:07
  individual
• 49:07
  categories.
• 49:08
  If
• 49:08
  people
• 49:08
  do
• 49:08
  want
• 49:08
  to
• 49:09
  get
• 49:09
  hold
• 49:09
  of
• 49:09
  a
• 49:09
  copy
• 49:10
  of
• 49:10
  the
• 49:11
  survey
• 49:11
  for
• 49:11
  themselves,
• 49:12
  if
• 49:12
  they
• 49:12
  want
• 49:12
  to
• 49:12
  use
• 49:12
  that
• 49:12
  in
• 49:13
  their
• 49:13
  own
• 49:13
  business,
• 49:13
  how
• 49:14
  does
• 49:14
  that
• 49:14
  work?
• 49:14
  How
• 49:14
  do
• 49:15
  they
• 49:15
  get
• 49:15
  a
• 49:15
  copy
• 49:15
  of
• 49:15
  that?
• 49:16
  So
• 49:16
  head
• 49:17
  to
• 49:17
  our
• 49:17
  website.
• 49:18
  There'll
• 49:18
  be
• 49:18
  a
• 49:19
  link
• 49:19
  in
• 49:19
  the
• 49:19
  about
• 49:20
  the
• 49:20
  awards
• 49:20
  section.
• 49:22
  You
• 49:22
  can
• 49:23
  click
• 49:23
  on
• 49:23
  that
• 49:23
  and
• 49:23
  it'll
• 49:24
  take
• 49:24
  you
• 49:24
  to
• 49:24
  a
• 49:24
  page
• 49:25
  that
• 49:25
  actually
• 49:26
  is
• 49:26
  a
• 49:26
  bit
• 49:26
  of
• 49:26
  a
• 49:26
  summary
• 49:27
  of
• 49:27
  what
• 49:27
  we've
• 49:27
  talked
• 49:27
  about
• 49:27
  today.
• 49:28
  It
• 49:28
  explains
• 49:29
  how
• 49:29
  the
• 49:29
  report
• 49:29
  is
• 49:30
  put
• 49:30
  together,
• 49:30
  where
• 49:30
  the
• 49:30
  data
• 49:31
  comes
• 49:31
  from,
• 49:32
  what
• 49:32
  is
• 49:32
  included
• 49:33
  in
• 49:33
  it,
• 49:33
  so
• 49:33
  that
• 49:34
  you
• 49:34
  can
• 49:34
  make
• 49:34
  an
• 49:35
  informed
• 49:35
  decision
• 49:36
  and
• 49:37
  the
• 49:37
  data
• 49:38
  is
• 49:38
  there
• 49:38
  available.
• 49:38
  And
• 49:39
  I
• 49:39
  should
• 49:39
  say
• 49:39
  this
• 49:40
  is
• 49:40
  probably
• 49:40
  obvious,
• 49:41
  but
• 49:41
  it's
• 49:42
  not
• 49:42
  just
• 49:42
  for
• 49:42
  people
• 49:42
  who
• 49:43
  enter
• 49:43
  Twitter,
• 49:44
  it's
• 49:44
  for
• 49:44
  any
• 49:45
  wedding
• 49:45
  business.
• 49:46
  Anyone
• 49:47
  who
• 49:47
  has
• 49:47
  an
• 49:47
  interesting
• 49:48
  interest
• 49:49
  in
• 49:49
  the
• 49:49
  wedding
• 49:49
  industry
• 49:50
  here
• 49:50
  in
• 49:50
  the
• 49:50
  uk,
• 49:51
  the
• 49:52
  report
• 49:52
  is
• 49:52
  available.
• 49:52
  So,
• 49:53
  yeah,
• 49:53
  via
• 49:53
  our
• 49:53
  website
• 49:53
  is
• 49:54
  the
• 49:54
  best
• 49:54
  way.
• 49:55
  We'll
• 49:55
  be
• 49:55
  sending
• 49:55
  out
• 49:55
  an
• 49:56
  email,
• 49:56
  email
• 49:56
  to
• 49:57
  emails
• 49:57
  to
• 49:58
  our
• 49:58
  database.
• 49:59
  But
• 50:00
  for
• 50:00
  those
• 50:00
  of
• 50:00
  you
• 50:00
  that
• 50:00
  aren't
• 50:01
  involved
• 50:01
  with
• 50:01
  twee
• 50:01
  in
• 50:02
  any
• 50:02
  way,
• 50:02
  just
• 50:02
  head
• 50:02
  on
• 50:03
  to
• 50:03
  the
• 50:03
  website.
• 50:03
  Fantastic.
• 50:04
  And
• 50:04
  I'll
• 50:04
  make
• 50:04
  sure
• 50:05
  I
• 50:05
  put
• 50:05
  a
• 50:05
  link
• 50:05
  in
• 50:05
  the
• 50:05
  show
• 50:06
  notes
• 50:06
  to
• 50:06
  that
• 50:06
  report
• 50:07
  as
• 50:07
  well.
• 50:07
  Now,
• 50:08
  Damien,
• 50:08
  before
• 50:08
  I
• 50:08
  let
• 50:08
  you
• 50:08
  go,
• 50:09
  I
• 50:09
  always
• 50:09
  end
• 50:09
  my
• 50:09
  podcast
• 50:10
  with
• 50:10
  the
• 50:10
  same
• 50:10
  question,
• 50:11
  which
• 50:11
  I
• 50:11
  did
• 50:11
  actually
• 50:12
  ask
• 50:12
  you
• 50:12
  when
• 50:13
  you're
• 50:13
  on
• 50:13
  an
• 50:13
  episode
• 50:14
  before.
• 50:14
  And
• 50:15
  so
• 50:15
  I've
• 50:15
  had
• 50:15
  a
• 50:15
  little
• 50:15
  look
• 50:16
  to
• 50:16
  see
• 50:16
  what
• 50:16
  your
• 50:16
  answer
• 50:17
  was
• 50:17
  last
• 50:17
  time,
• 50:17
  because
• 50:18
  I
• 50:18
  like
• 50:18
  to
• 50:18
  play
• 50:18
  a
• 50:19
  game
• 50:19
  to
• 50:19
  see
• 50:19
  whether
• 50:19
  you
• 50:19
  have
• 50:20
  the
• 50:20
  same
• 50:20
  answer
• 50:20
  or
• 50:21
  a
• 50:21
  different
• 50:21
  answer.
• 50:22
  Becca,
• 50:22
  what
• 50:22
  are
• 50:22
  you
• 50:23
  doing
• 50:23
  to
• 50:23
  me?
• 50:23
  Because
• 50:24
  things
• 50:24
  change
• 50:25
  and
• 50:25
  our
• 50:26
  thoughts
• 50:26
  change
• 50:27
  and
• 50:27
  our
• 50:27
  ideas
• 50:28
  change
• 50:28
  and
• 50:28
  sometimes
• 50:28
  they
• 50:28
  stay
• 50:29
  the
• 50:29
  same,
• 50:29
  sometimes
• 50:29
  they
• 50:29
  change.
• 50:30
  So
• 50:30
  I
• 50:30
  will
• 50:30
  tell
• 50:31
  you
• 50:31
  afterwards
• 50:31
  what
• 50:31
  you
• 50:32
  said
• 50:32
  last
• 50:32
  time,
• 50:32
  but
• 50:33
  first
• 50:33
  of
• 50:33
  all,
• 50:33
  I'll
• 50:33
  ask
• 50:33
  you
• 50:34
  the
• 50:34
  question,
• 50:34
  we'll
• 50:34
  see
• 50:34
  what
• 50:34
  you
• 50:35
  think
• 50:35
  right
• 50:35
  here,
• 50:35
  right
• 50:35
  now,
• 50:36
  today,
• 50:36
  which
• 50:36
  is
• 50:36
  this.
• 50:37
  What's
• 50:37
  one
• 50:37
  thing
• 50:37
  you
• 50:38
  wish
• 50:38
  you'd
• 50:38
  known
• 50:38
  sooner
• 50:39
  in
• 50:39
  your
• 50:39
  own
• 50:39
  business?
• 50:40
  That's
• 50:41
  a
• 50:41
  good
• 50:41
  question.
• 50:41
  It
• 50:42
  was
• 50:42
  a
• 50:42
  good
• 50:42
  question
• 50:42
  the
• 50:42
  first
• 50:42
  time
• 50:43
  you
• 50:43
  asked
• 50:43
  me
• 50:43
  and
• 50:43
  I
• 50:43
  genuinely
• 50:44
  can't
• 50:44
  remember
• 50:45
  what
• 50:45
  I
• 50:45
  said,
• 50:45
  so
• 50:46
  I'm
• 50:46
  not
• 50:46
  going
• 50:46
  to
• 50:47
  just
• 50:48
  pigeon
• 50:48
  repeat
• 50:49
  that.
• 50:50
  For
• 50:50
  my
• 50:50
  photography
• 50:51
  business,
• 50:52
  I
• 50:52
  wish
• 50:53
  I'd
• 50:53
  known
• 50:53
  sooner
• 50:54
  that
• 50:55
  my
• 50:55
  service
• 50:56
  has
• 50:57
  value,
• 50:58
  has
• 50:58
  a
• 50:58
  higher
• 50:58
  value
• 50:59
  than
• 50:59
  I
• 50:59
  first
• 51:00
  thought.
• 51:01
  When
• 51:01
  I
• 51:01
  first
• 51:01
  started,
• 51:02
  I
• 51:02
  charged
• 51:02
  nowhere
• 51:02
  near
• 51:03
  what
• 51:03
  it
• 51:03
  was
• 51:03
  worth,
• 51:03
  even
• 51:03
  at
• 51:03
  the
• 51:03
  beginning.
• 51:04
  I'm
• 51:04
  now
• 51:04
  charging
• 51:05
  what
• 51:06
  I'm
• 51:06
  worth.
• 51:06
  It's
• 51:07
  more
• 51:07
  than
• 51:07
  most.
• 51:08
  I
• 51:09
  get
• 51:09
  fewer
• 51:09
  bookings,
• 51:10
  but
• 51:10
  I
• 51:10
  get
• 51:11
  better
• 51:11
  bookings
• 51:12
  and
• 51:12
  I
• 51:12
  get
• 51:12
  couples
• 51:12
  who
• 51:13
  appreciate
• 51:13
  the
• 51:13
  difference.
• 51:14
  That
• 51:14
  would
• 51:15
  be
• 51:15
  the
• 51:15
  first
• 51:15
  thing,
• 51:15
  the
• 51:15
  one
• 51:16
  for
• 51:16
  the
• 51:16
  photography,
• 51:16
  I
• 51:16
  would
• 51:17
  say
• 51:17
  for
• 51:17
  the
• 51:17
  wedding
• 51:18
  industry.
• 51:18
  Awards,
• 51:18
  Awards.
• 51:19
  It's
• 51:19
  about
• 51:19
  the
• 51:19
  community.
• 51:21
  It's
• 51:21
  something
• 51:22
  that's
• 51:22
  happened
• 51:23
  inadvertently
• 51:24
  and
• 51:24
  around
• 51:24
  everything
• 51:25
  that
• 51:25
  we
• 51:25
  do
• 51:25
  as
• 51:26
  an
• 51:26
  awards.
• 51:27
  We've,
• 51:28
  we've
• 51:28
  not
• 51:28
  created
• 51:29
  a
• 51:29
  community,
• 51:29
  we've
• 51:30
  enabled
• 51:30
  a
• 51:30
  community
• 51:31
  to
• 51:31
  gather
• 51:31
  at
• 51:31
  our
• 51:32
  events.
• 51:32
  You
• 51:32
  mentioned
• 51:32
  it
• 51:33
  earlier
• 51:33
  on
• 51:33
  in
• 51:33
  our
• 51:33
  chat.
• 51:35
  I
• 51:35
  wish
• 51:35
  I'd
• 51:35
  known
• 51:36
  that
• 51:36
  we
• 51:36
  were
• 51:37
  able
• 51:37
  to
• 51:37
  do
• 51:37
  that
• 51:38
  because
• 51:38
  I
• 51:38
  think
• 51:38
  I
• 51:38
  would
• 51:38
  have
• 51:38
  made
• 51:39
  it
• 51:39
  a
• 51:39
  much
• 51:39
  more
• 51:39
  front
• 51:40
  and
• 51:40
  center
• 51:40
  thing
• 51:40
  about
• 51:41
  what
• 51:41
  we
• 51:41
  do
• 51:42
  from
• 51:42
  the
• 51:42
  beginning.
• 51:42
  But
• 51:43
  I'm
• 51:43
  really
• 51:43
  proud
• 51:43
  it
• 51:43
  exists
• 51:44
  and
• 51:44
  it's,
• 51:44
  it's
• 51:45
  pushing,
• 51:45
  driving
• 51:45
  much
• 51:46
  more
• 51:46
  of
• 51:46
  what
• 51:46
  we
• 51:47
  do
• 51:47
  going
• 51:47
  forwards.
• 51:49
  So,
• 51:49
  yeah,
• 51:49
  I'm
• 51:49
  proud
• 51:50
  to
• 51:50
  say
• 51:50
  that.
• 51:50
  Twier.
• 51:51
  I
• 51:51
  know
• 51:51
  you're
• 51:51
  the
• 51:52
  proud
• 51:52
  recipient
• 51:52
  of
• 51:52
  a
• 51:53
  podcast
• 51:53
  award.
• 51:53
  I
• 51:54
  can
• 51:54
  see
• 51:54
  it
• 51:55
  there
• 51:55
  just
• 51:56
  behind
• 51:56
  you.
• 51:56
  Quite
• 51:56
  right.
• 51:57
  Twee
• 51:59
  managed
• 51:59
  to
• 51:59
  pick
• 51:59
  up
• 51:59
  an
• 52:00
  award
• 52:00
  last
• 52:01
  week.
• 52:02
  We
• 52:02
  got
• 52:02
  a
• 52:02
  bronze
• 52:03
  in
• 52:03
  the
• 52:04
  awards
• 52:04
  Awards,
• 52:04
  which
• 52:05
  is
• 52:06
  just
• 52:06
  what
• 52:06
  it
• 52:06
  says
• 52:06
  on
• 52:06
  the
• 52:07
  tin.
• 52:07
  It's
• 52:07
  an
• 52:07
  awards
• 52:08
  for
• 52:08
  awards
• 52:08
  businesses
• 52:09
  and
• 52:09
  it's
• 52:09
  effectively
• 52:09
  our
• 52:10
  Oscars.
• 52:10
  And
• 52:10
  they
• 52:10
  couldn't
• 52:10
  really
• 52:10
  call
• 52:11
  it
• 52:11
  anything
• 52:11
  else
• 52:11
  except
• 52:12
  the
• 52:12
  awards
• 52:12
  Awards.
• 52:13
  But
• 52:13
  it
• 52:13
  is
• 52:13
  quite
• 52:13
  an
• 52:13
  amusing
• 52:14
  name
• 52:15
  and
• 52:15
  one
• 52:16
  of
• 52:16
  the
• 52:16
  things
• 52:18
  that
• 52:18
  we
• 52:19
  focused
• 52:19
  on
• 52:19
  within
• 52:19
  our
• 52:20
  entry
• 52:20
  was
• 52:20
  the
• 52:20
  community
• 52:21
  because
• 52:21
  I
• 52:21
  think
• 52:21
  a
• 52:22
  lot
• 52:22
  of
• 52:22
  awards
• 52:22
  don't
• 52:23
  do
• 52:23
  that
• 52:24
  and
• 52:24
  that's
• 52:25
  one
• 52:25
  of
• 52:25
  the
• 52:25
  markers
• 52:25
  for
• 52:25
  us.
• 52:26
  And
• 52:26
  I
• 52:26
  know
• 52:26
  that's
• 52:26
  one
• 52:26
  of
• 52:26
  the
• 52:26
  reasons
• 52:27
  people
• 52:27
  get
• 52:27
  involved.
• 52:28
  So,
• 52:28
  yeah,
• 52:28
  I
• 52:28
  wish
• 52:28
  I'd
• 52:29
  known
• 52:29
  that
• 52:30
  sooner
• 52:30
  that
• 52:30
  that
• 52:30
  would
• 52:31
  be
• 52:31
  part
• 52:31
  something
• 52:31
  that
• 52:32
  Tuya
• 52:32
  did
• 52:33
  or
• 52:33
  that
• 52:33
  we
• 52:33
  could
• 52:33
  have
• 52:33
  helped
• 52:34
  facilitate
• 52:34
  earlier.
• 52:35
  Well,
• 52:35
  side
• 52:36
  note,
• 52:36
  the
• 52:36
  awards.
• 52:36
  Awards
• 52:37
  is
• 52:37
  the
• 52:37
  best
• 52:37
  name
• 52:38
  of
• 52:38
  an
• 52:38
  awards
• 52:38
  I've
• 52:38
  ever
• 52:38
  heard
• 52:39
  and
• 52:39
  it
• 52:39
  just
• 52:39
  proves
• 52:40
  that
• 52:40
  there
• 52:40
  is
• 52:40
  an
• 52:40
  awards
• 52:40
  ceremony
• 52:41
  for
• 52:41
  absolutely
• 52:42
  everyone
• 52:42
  and
• 52:42
  I
• 52:42
  love
• 52:42
  that
• 52:43
  and
• 52:43
  I
• 52:43
  love
• 52:43
  that
• 52:43
  you
• 52:43
  guys
• 52:44
  picked
• 52:44
  up
• 52:44
  a
• 52:44
  bronze.
• 52:44
  That's
• 52:45
  a
• 52:45
  huge
• 52:45
  achievement
• 52:45
  you
• 52:45
  should
• 52:46
  be
• 52:46
  really
• 52:46
  proud
• 52:46
  of.
• 52:47
  In
• 52:47
  terms
• 52:47
  of
• 52:47
  what
• 52:47
  you
• 52:47
  said
• 52:48
  last
• 52:48
  time,
• 52:48
  I'm
• 52:48
  going
• 52:48
  to
• 52:48
  put
• 52:49
  you
• 52:49
  out
• 52:49
  of
• 52:49
  your
• 52:49
  misery.
• 52:50
  And
• 52:50
  I
• 52:50
  love
• 52:50
  it
• 52:50
  because
• 52:51
  it's
• 52:51
  pretty
• 52:51
  much
• 52:52
  exactly
• 52:52
  what
• 52:52
  you
• 52:52
  said
• 52:52
  today,
• 52:53
  which
• 52:53
  shows
• 52:53
  it
• 52:53
  really
• 52:53
  is
• 52:54
  the
• 52:54
  heart
• 52:54
  of
• 52:54
  what
• 52:54
  you
• 52:54
  believe.
• 52:55
  And
• 52:55
  last
• 52:55
  time
• 52:55
  you
• 52:56
  said
• 52:56
  the
• 52:56
  thing
• 52:56
  you
• 52:56
  wish
• 52:56
  you'd
• 52:56
  known
• 52:57
  sooner
• 52:57
  was
• 52:57
  the
• 52:57
  power
• 52:58
  of
• 52:58
  community.
• 52:59
  And
• 52:59
  that's
• 53:00
  exactly
• 53:00
  what
• 53:00
  you've
• 53:00
  reflected
• 53:01
  today
• 53:01
  in
• 53:02
  both
• 53:02
  talking
• 53:02
  about
• 53:03
  the
• 53:03
  awards,
• 53:03
  but
• 53:03
  actually
• 53:04
  the
• 53:04
  power
• 53:04
  of
• 53:04
  community
• 53:05
  in
• 53:05
  this
• 53:05
  data
• 53:05
  as
• 53:06
  well.
• 53:06
  Because
• 53:06
  without
• 53:06
  the
• 53:07
  community
• 53:07
  of
• 53:07
  couples
• 53:08
  that
• 53:08
  had
• 53:08
  filled
• 53:08
  in
• 53:09
  all
• 53:09
  those
• 53:09
  surveys
• 53:09
  and
• 53:09
  taken
• 53:09
  that
• 53:10
  time
• 53:10
  as
• 53:11
  an
• 53:11
  industry,
• 53:11
  we
• 53:11
  wouldn't
• 53:12
  now
• 53:12
  have
• 53:12
  the
• 53:12
  data
• 53:12
  to.
• 53:12
  To
• 53:13
  reflect
• 53:13
  back
• 53:13
  to
• 53:14
  the
• 53:14
  listeners.
• 53:14
  So,
• 53:14
  yeah,
• 53:15
  absolutely.
• 53:15
  Power
• 53:15
  of
• 53:16
  community
• 53:16
  through
• 53:16
  and
• 53:17
  through
• 53:17
  is
• 53:18
  so,
• 53:18
  so
• 53:18
  important.
• 53:18
  Damien,
• 53:19
  as
• 53:19
  always,
• 53:20
  it's
• 53:20
  been
• 53:20
  a
• 53:20
  fabulous
• 53:21
  conversation.
• 53:21
  I
• 53:22
  love
• 53:22
  chatting
• 53:22
  to
• 53:22
  you.
• 53:22
  I
• 53:23
  will
• 53:23
  make
• 53:23
  sure
• 53:23
  I
• 53:23
  put
• 53:23
  the
• 53:24
  links
• 53:24
  in
• 53:25
  the
• 53:25
  show
• 53:25
  notes.
• 53:25
  If
• 53:25
  people
• 53:26
  want
• 53:26
  to
• 53:26
  get
• 53:26
  involved
• 53:26
  in
• 53:27
  twere
• 53:27
  are
• 53:27
  their
• 53:27
  dates
• 53:28
  coming
• 53:28
  up
• 53:28
  because
• 53:28
  I
• 53:28
  know
• 53:29
  you
• 53:29
  always
• 53:29
  know
• 53:29
  the
• 53:29
  next
• 53:29
  dates
• 53:30
  and
• 53:30
  I
• 53:30
  don't.
• 53:31
  I
• 53:31
  do
• 53:31
  always
• 53:31
  know
• 53:31
  the
• 53:32
  next
• 53:32
  dates.
• 53:33
  Entries
• 53:33
  close
• 53:33
  on
• 53:34
  the
• 53:34
  21st
• 53:34
  of
• 53:34
  September.
• 53:35
  Voting
• 53:36
  closes
• 53:36
  one
• 53:36
  week
• 53:37
  later
• 53:37
  on
• 53:37
  the
• 53:37
  28th.
• 53:38
  So
• 53:38
  there's
• 53:38
  still
• 53:38
  plenty
• 53:38
  of
• 53:39
  time.
• 53:40
  But
• 53:41
  if
• 53:41
  you
• 53:42
  want
• 53:42
  to
• 53:42
  have
• 53:42
  an
• 53:42
  easier
• 53:43
  time
• 53:43
  getting
• 53:43
  your
• 53:43
  votes
• 53:43
  in
• 53:44
  and
• 53:44
  getting
• 53:44
  your
• 53:44
  votes
• 53:45
  as
• 53:45
  you
• 53:45
  go
• 53:45
  along
• 53:45
  through
• 53:46
  each
• 53:46
  wedding,
• 53:47
  there's
• 53:47
  no
• 53:47
  time
• 53:48
  by
• 53:48
  the
• 53:48
  present.
• 53:49
  As
• 53:49
  an
• 53:49
  organiser,
• 53:50
  I'd
• 53:50
  love
• 53:50
  everyone
• 53:50
  to
• 53:51
  enter
• 53:51
  the
• 53:52
  first
• 53:52
  day
• 53:52
  that
• 53:52
  the
• 53:52
  awards
• 53:53
  opened,
• 53:53
  but
• 53:54
  people
• 53:54
  do
• 53:54
  not
• 53:54
  operate
• 53:54
  like
• 53:55
  that.
• 53:55
  But
• 53:55
  yeah,
• 53:55
  end
• 53:56
  of
• 53:56
  September
• 53:56
  and
• 53:57
  then
• 53:57
  the
• 53:57
  judging
• 53:57
  process
• 53:57
  starts
• 53:58
  and
• 53:58
  we'll
• 53:58
  be
• 53:58
  traveling
• 53:58
  the
• 53:59
  country
• 53:59
  in
• 53:59
  November
• 53:59
  for
• 54:00
  our
• 54:00
  regional
• 54:00
  events
• 54:01
  and
• 54:01
  we
• 54:01
  have
• 54:01
  recently
• 54:02
  confirmed
• 54:02
  the
• 54:02
  dates
• 54:02
  of
• 54:03
  Benny's
• 54:03
  offers.
• 54:04
  They're
• 54:04
  available
• 54:04
  on
• 54:05
  the
• 54:05
  website.
• 54:05
  Amazing.
• 54:06
  So
• 54:06
  if
• 54:06
  you
• 54:07
  are
• 54:07
  interested
• 54:07
  in
• 54:07
  the
• 54:07
  awards,
• 54:08
  go
• 54:08
  back
• 54:08
  and
• 54:08
  listen
• 54:08
  to
• 54:08
  those
• 54:09
  previous
• 54:09
  podcast
• 54:09
  episodes
• 54:10
  we
• 54:10
  did
• 54:10
  and
• 54:10
  get
• 54:10
  your
• 54:11
  ent
• 54:11
  in
• 54:12
  earlier.
• 54:12
  David,
• 54:13
  if
• 54:13
  people
• 54:13
  want
• 54:13
  to
• 54:13
  find
• 54:13
  out
• 54:14
  more
• 54:14
  about
• 54:14
  you
• 54:14
  about
• 54:14
  the
• 54:15
  awards,
• 54:15
  where
• 54:15
  are
• 54:15
  the
• 54:15
  best
• 54:15
  places
• 54:16
  for
• 54:16
  them
• 54:16
  to
• 54:16
  go?
• 54:17
  Well,
• 54:17
  the
• 54:18
  website
• 54:19
  is
• 54:19
  the
• 54:19
  best
• 54:19
  place.
• 54:19
  It's
• 54:20
  the
• 54:20
  font
• 54:20
  of
• 54:20
  all
• 54:20
  knowledge.
• 54:21
  It's
• 54:22
  got
• 54:22
  everything
• 54:22
  on
• 54:22
  there
• 54:23
  that
• 54:23
  you
• 54:23
  could
• 54:23
  possibly
• 54:23
  need.
• 54:24
  To
• 54:24
  understand
• 54:25
  how
• 54:25
  the
• 54:25
  awards
• 54:25
  works,
• 54:26
  just
• 54:26
  head
• 54:26
  to
• 54:26
  twia.co.uk
• 54:30
  click
• 54:31
  on
• 54:31
  how
• 54:31
  the
• 54:31
  awards
• 54:32
  work
• 54:32
  for
• 54:32
  an
• 54:32
  overview
• 54:33
  with
• 54:33
  deeper
• 54:34
  links
• 54:34
  to
• 54:34
  deeper
• 54:34
  dives
• 54:35
  and
• 54:35
  there's
• 54:35
  yellow
• 54:36
  buttons
• 54:36
  on
• 54:36
  there
• 54:36
  where
• 54:36
  you
• 54:37
  can
• 54:37
  book
• 54:37
  in.
• 54:37
  A
• 54:37
  15
• 54:37
  minute
• 54:38
  call
• 54:38
  with
• 54:39
  me
• 54:39
  and
• 54:39
  I
• 54:39
  will
• 54:40
  answer
• 54:40
  any
• 54:40
  questions
• 54:40
  and
• 54:41
  talk
• 54:41
  you
• 54:41
  through
• 54:41
  how
• 54:41
  it
• 54:41
  all
• 54:42
  works
• 54:42
  and
• 54:42
  you
• 54:42
  will
• 54:42
  not
• 54:42
  find
• 54:43
  that
• 54:43
  at
• 54:43
  any
• 54:43
  other
• 54:44
  awards.
• 54:44
  Fantastic.
• 54:45
  David,
• 54:46
  it's
• 54:46
  been
• 54:46
  a
• 54:46
  pleasure.
• 54:47
  I
• 54:47
  hope
• 54:47
  to
• 54:47
  see
• 54:47
  you
• 54:48
  somewhere
• 54:48
  very,
• 54:49
  very
• 54:49
  soon.
• 54:49
  Thank
• 54:49
  you
• 54:50
  so
• 54:50
  much
• 54:50
  for
• 54:50
  your
• 54:50
  time.
• 54:51
  Thank
• 54:51
  you
• 54:51
  Becca.
• 54:52
  Take
• 54:52
  care
• 54:52
  and
• 54:52
  good
• 54:52
  luck
• 54:53
  to
• 54:53
  everyone
• 54:53
  in
• 54:53
  this
• 54:54
  busy
• 54:54
  wedding
• 54:54
  season.
• 54:55
  Love
• 54:55
  that
• 54:55
  conversation
• 54:56
  with
• 54:56
  Damien.
• 54:56
  I
• 54:57
  think
• 54:57
  these
• 54:57
  industry
• 54:58
  reports
• 54:58
  are
• 54:59
  so
• 54:59
  crucial
• 54:59
  and
• 55:00
  I'm
• 55:00
  so
• 55:00
  glad
• 55:00
  that
• 55:00
  they've
• 55:00
  taken
• 55:01
  their
• 55:01
  data
• 55:01
  from
• 55:01
  the
• 55:01
  last
• 55:02
  decade
• 55:02
  and
• 55:02
  put
• 55:02
  it
• 55:03
  into
• 55:03
  something
• 55:03
  meaningful
• 55:04
  for
• 55:04
  us
• 55:04
  all
• 55:04
  to
• 55:04
  digest
• 55:05
  and
• 55:05
  understand.
• 55:06
  Do
• 55:06
  go
• 55:06
  back
• 55:07
  and
• 55:07
  listen
• 55:07
  to
• 55:07
  this
• 55:07
  episode
• 55:08
  again.
• 55:08
  Go
• 55:08
  and
• 55:08
  find
• 55:09
  the
• 55:09
  report
• 55:09
  and
• 55:09
  download
• 55:09
  it
• 55:10
  for
• 55:10
  yourself.
• 55:10
  And
• 55:11
  don't
• 55:11
  just
• 55:11
  leave
• 55:12
  it
• 55:12
  in
• 55:12
  your
• 55:12
  inbox,
• 55:13
  use
• 55:13
  it
• 55:13
  to
• 55:13
  make
• 55:13
  your
• 55:14
  business
• 55:14
  better.
• 55:14
  I'll
• 55:15
  see
• 55:15
  you
• 55:15
  all
• 55:15
  next
• 55:15
  time.