What is Really Behind WeddingWire’s Bride’s Choice Award?

What is Really Behind WeddingWire’s Bride’s Choice Award?

My Facebook news feed is being littered with photographers today announcing from their soap box that they won the 2012 Bride’s Choice Award thereby putting them in the Top 5% of their industry. Some may call it an award, I call it a deceptive marketing scheme.

According to their website, The WeddingWire Bride’s Choice Awards™ recognizes the best local wedding vendors from the WeddingWire Network who demonstrate quality and service excellence within the wedding industry. Unlike other awards in which winners are selected by the organization, the WeddingWire Bride’s Choice Awards™ are determined by the quality, quantity, recency, and consistency of reviews from over 1.2 million WeddingWire newlyweds. The 2012 award recipients represent the top five percent of WeddingWire’s vendor community, which consists of over 200,000 wedding professionals throughout the US and Canada. “Every year, WeddingWire looks forward to celebrating the success of the top-rated Wedding Professionals within the WeddingWire Network,” said Timothy Chi, CEO, WeddingWire. “Now in its fifth installment, the Bride’s Choice Awards™ program continues to recognize the elite Wedding Professionals who exemplify quality service and professionalism. These vendors were chosen by our bridal community for their responsiveness and dedication to clients. We are honored to recognize the 2013 winners for their impressive achievements and unwavering commitment to providing quality service within the wedding industry.”

First, let me start by saying that when I first got started shooting weddings back in 2010 I saw photographers sharing they won the “Bride’s Choice Award” and I really wanted one. I decided I was going to do everything possible to earn one since I thought it would be great for my business. I’d click on the award banners displayed on photographer website and be promptly taken to the WeddingWire.com site. At first I was impressed. Lots of information, articles and links to wedding vendors. I immediately signed up as a vendor and after following the instructions given I became a recipient of the award in 2011. Excitedly I shared my award with my Facebook fans and just hoped they wouldn’t realize that practically every photographer in town was sharing the same thing.

In short, WeddingWire bills itself as the “Yelp of the Wedding Industry.” Their ultimate goal is to drive as much traffic as they can to their website so they can sell advertising. Which takes us right back to the “awards” they are giving out each year. Is this award based on skill? Nope. Is it based on a system of votes from industry peers? Nope. Is it based on the merits of the award winner? Nope. The way a person “wins” this “Bride’s Choice Award” is by getting 5 positive reviews on their vendor listing on the site. While the idea is that the reviews would come from brides, ultimately who would ever know if my mom, my sister, my aunt, my brother and my wife left me positive reviews.

I will admit the company is remarkably innovative in the way they are driving traffic to their site and for this innovation they have grown tremendously since starting up in 2007. Their business model is fantastic and not a week goes by that I don’t see a photographer in one of the many forums or groups that I belong to ask if they should purchase a marketing package from WeddingWire so they can have one of the better listings there. I applaud the company for their growth and service they are offering vendors and brides to connect.

However, to call a spade a spade this award is nothing more than WeddingWire driving traffic to their site and we all are their puppets excitedly posting their banners with links back to them all over our websites, blogs and Facebook. So tomorrow, January 9, 2013 when WeddingWire officially sends out the banners to this year’s “award” winners and they get plastered in Facebook news feeds and thousands of blog posts of people patting themselves on the back, the one thing that will be certain is that WeddingWire will be receiving a record number of hits tomorrow on it’s website. Exactly what they planned for!

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Breanna Marie
I think you’re on to something about it being a marketing scheme. Though the criteria doesn’t really make sense. I personally have 5, 5star reviews on my weddingwire listing, and yet another photographer I know who had only 4 got the award and I didn’t. It seems to be even more arbitrary than this article suggests.
http://www.facebook.com/theblaz Chad DiBlasio
I have personally seen photographers that have reviews no newer than one year old receive the reward while others who have NUMEROUS positive reviews each year get nothing.. always made me wonder what the “formula” for the award was and how SO MANY people are in the top 5%? thanks for posting trevor and we’ll see where it goes from here?
Jeremy & Kristin Schmucker
We received this award and it appears every other photographer we know locally did as well. I don’t mind that everyone gets it, but the top 5% is misleading. It is not the top 5% of wedding wire vendors, it’s and “industry” top 5%. Realistically, those who are active in the industry probably have a wedding wire account and therefore everyone gets the award! I think it would be better if it were the top 5-10% of current users on wedding wire. Either way, interesting article.
http://www.facebook.com/profile.php?id=809974508 Christina Blanarovich
I have identical reviews in two markets. I won in one market, didn’t in the other. I take these types of “award” with a grain of salt. I use WeddingWire because I have had success with advertising on them and I do like that I have a spot brides can easily view reviews, however, their award is a bit ridiculous. It does not at all reflect a photographer’s skill or talent, nor does it really do anything except give people a chance to simply say “hey people like us so take a look”.
http://www.facebook.com/profile.php?id=100000488755691 Jay Gough
Spot on Trevor. I suspected this. Although accolades are wonderful to receive, A genuine accolade is preferable to a marketing driven accolade.
http://twitter.com/albertzablit Albert Zablit
Wait, how exactly are they innovative? All I see is manipulative scheming.
http://www.facebook.com/hiroschneider Jaron Schneider
I hate crap like this. Deceptive marketing tactics are responsible for people saying the general statement “marketing is bad” or “marketing is a lie.” Marketing isn’t bad or a lie, but things like this really don’t help my argument. We, as marketers, should be using our powers for good, never evil. GAH!!
http://twitter.com/itsoverprods Stephen Reasonover
Spot on and so well explained.
NickKessler
I think it’s very important NOT to single out Wedding Wire on this one. While I agree to taking to the award with a grain of salt you do do have to get X number of positive reviews per year to earn it.
My issue with this article is that The Knot is actually worse about this in my opinion. By singling out Wedding Wire you are almost slandering one company and indirectly praising another.
What if a wedding photographer decides to advertise with Wedding Wire and not The Knot?
yep
http://www.facebook.com/JasenArias Jasen Arias
YES! Glad someone said it. Raised an eyebrow for me last year, but when so many of your peers and friends are touting it on their page, it’s hard to say anything about it. Good call Trevor!
http://www.facebook.com/Brianbannister.BannisterBrian Brian Bannister
Glad to see you calling it for what it is. The business has sure taken a downturn as far as ethics go in the past 10 years.
http://www.facebook.com/codyf17 Cody Fountain
One positive note should be added that they do list your company under the local area if you’re a winner. I don’t pay for Wedding Wire, I think it’s way over priced, but I love to get my customers to go and review so I can get the little awards to fill my website / facebook with as customers view this as a huge achievement and it actually helps promote better business for us! I won the 2013 award, whether I really did deserve it or not… ill sure as hell proudly be happy to be listed http://www.weddingwire.com/brides-choice-awards <———- there and still post it all over for people to say, "Wow we for sure made the right choice for them as our florist / photographer " More of comfort food rather than anything else…
http://wholepicture.wordpress.com/ Vince
We have a slight twist on this ploy in Wales at the Welsh Wedding Awards. You get chosen by the votes of past or current clients (who can only put forward suppliers they had, not those they wished they’d had) and then an anonymous committee choose a winner. You are then invited to pay £50 ($80) a head to attend the awards to see if you’ve won. This year it seems that many of last year’s winners were the same as last year, even though several of them have weaker portfolios of competitors (although some are very competent).
http://welshnationalweddingawards.co.uk/#/how-it-works/4550704681
Hunter Harrison
Doesn’t this kind of fall into the “well, duh” category? Yes it’s a marketing ploy and it doesn’t take a genius to spot it. Many other wedding services sites do the same exact thing (i.e. TheKnot.com). I guess what surprises me is that this is even a topic. The headline might as well have been “Google’s massive patent portfolio is just a ploy to earn money”.
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
Hunter I would agree that the photography industry understands what it “really” is but sadly many of our clients don’t. They see John Doe Photography winning the “BRIDE’S CHOICE AWARD” and being in the TOP 5% and can’t wait to talk with John Doe. Sadly it doesn’t take much to earn it.
http://www.facebook.com/RMMcNulty Ryan McNulty
From a business stand point, I don’t see anything wrong with Wedding Wire’s plan.. It is simply a marketing tactic employed by Wedding Wire to drive viewers and potential income… How is fstoppers posting “win a free camera by liking these pages on facebook” any different??
Wedding Wire provides any and all professionals FREE or paid listings to get qualified leads from prospective brides; what more can you ask for as a business owner? Wedding Wire has to make an income, from paying employees, overhead, and marketing just like every other company (just like Fstoppers and any other company out there!).
From an industry stand point – someone who receives a brides choice award simply means they are doing a good job in their target market and with satisfying their brides; and are getting 5, 5-star reviews. Yes, it may be easy to receive this award. It’s also easy for another photographer to see their portfolio and think, “damn, this photographer has a horrible style; he doesn’t deserve this award”! Point is, as long as the clients are happy with their service, its fine… Most likely these photographers are in a different target market niche (than you or I) anyways.
Sal Sincotta’s first advertisment was on craigslist, as was my company. I’m willing to bet most readers on Fstoppers started there as well. There, the target market was different… so, you then step it up and sign up for a Wedding Wire account. Brides dig you so you receive the Bride’s Choice Award; meaning, you’re satisfying our brides. Satisfying your brides, no matter what price point or niche you market to, is super important. It’s a Bride’s Choice Award. Pretty basic. A demonstrative award that says your brides love you and the service you provided. So if you or someone you know receives this award, do give yourself (or them) a pat on the back, because whatever their market or niche, their brides are loving them and their work; applaud.
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
Ryan well spoken and I appreciate your comment. I do think their press release though is quite misleading when it says the winners are being honored for their “impressive achievements” and “unwavering commitment.” I would also love to see how they come up with the calculation for them to say these are the Top 5%.
http://www.facebook.com/profile.php?id=586630617 Rich Reierson
When I see the likes of Amy Karp, Jonathan Ivy
Photography, and Table4 winning the same
award as “Love Pic Love – 20% off all wedding packages!” and “Hair &
Make-up,Custom Hairpieces,Photography by Carolina” something is wrong.
I am not putting the others down, but some are a little more advanced and have more skill in their pinky than others.
http://www.facebook.com/hiroschneider Jaron Schneider
Also, giving away a prize like a camera is wholly different than giving away meaningless awards. Ridiculous comparison.
http://twitter.com/RayKingCreative Ray King
its marketing!
Keep in mind that those photographers are marketing to potential clients. Not other photographers. To a bride an accomplished photographer is a good thing.
I just joined Weddingwire in December and didn’t know anything about the awards, but its that one extra thing that makes you stand out above others. (just from a marketing point of view)
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
Marketing yes. Deceptive marketing is what it is. “Stand out above others” – I wouldn’t say so as much since everyone is claiming to receive it. Sadly our clients don’t know any different but I hope this article clued a few of them in about how silly the “award” really is and got photographers conversing about it.
http://twitter.com/RayKingCreative Ray King
lol, I didnt touch on the quality of work. That was from marketing perspective only. In terms of quality of work, I see pictures on weddingwire with pop up flash images as their profile picture. I spend alot of time on my images but Im sure a good percentage of brides dont look at that. They just consider cost alone. And I just have to understand. thats not my client. That client will end up with pictures on facebook and not appreciate the work that their photographer did.
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
…and sadly ‘that photographer’ will be displaying their “Bride’s Choice Award” on their website and blog. Thanks for your input Ray.
http://www.facebook.com/RMMcNulty Ryan McNulty
I understand its different, I am not comparing the tangible object, merely the intent the company (in this case fstoppers) has for giving away the lens. More likes = more page views, in turn a higher profit from online advertising. All in all the point is to get more page views.
http://www.facebook.com/RMMcNulty Ryan McNulty
I agree, the press release gives no justification on how these merits are defined and there is NO calculation basis on how their top 5% is awarded.
http://www.facebook.com/profile.php?id=670836252 Marc Pagani
I received the award in 2012. I’ve also gotten the “Best of Weddings” award from theknot.com for 2011, 2012, and 2013. I it’s the same thing as wedding wire. There always seems to be a follow up call after I’m told I won it by a knot advertising rep trying to get me to be featured on the first page for quite a bit of cash.
http://fstoppers.com/author/rebecca Rebecca Britt
I don’t think the article is bashing them for trying to get more page views. If they get more traffic I say, ‘Great! Good for them!’ We’re not that cynical here. We are happy to see anyone in our industry do well. I don’t think that the award strategy is a bad idea. It’s just the criteria that you need to win that is poorly executed.
Marketing can be a tricky thing, but as long as you are honest to your audience, it can work.
http://www.facebook.com/profile.php?id=100004334648524 Marco Antonio Iraola
great article, glad so many people notice.
http://www.facebook.com/profile.php?id=100004334648524 Marco Antonio Iraola
glad so many people noticed this.
http://www.facebook.com/kingstreetstudios King Street
All awards have their ranking system for how someone qualifies or wins. For them they have their own system based on the number and quality of reviews. Big deal. Whether you have to paint something, run a hundred yard dash, or hold your breath the longest., awards of most types encourage people to try harder or at least attempt to compete or achieve. You still have to do the good work, walk away with a years worth of happy clients that are willing to take the time to write a review. We all use reviews now days for a sense of reassurance in a online decisions. Google’s review system has turned into an absolute mess that I can’t even refer people to any more and yelp is just an outdated site that I’m not sure if any bride would even go to for reviews. WeddingWire is as good as any to send clients to share their experience. If this recognition helps get a potential client to pick the phone, awesome, that’s what i’m using it for. I don’t think anyone is using it to brag to their peers, we just use it to get the general public’s attention! It’s just marketing.
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
King Street – I understand your points, but then why is the award called “Bride’s Choice Award” – when instead it should be called something more along the lines that describes exactly what it is awarding which is reviews on WeddingWire. Also they don’t read through the reviews and give it to the Top 5% of people in the industry with the best or most reviews…. instead if you get 5 reviews on your page you earn the reward. There is no fact checking, not even checking the merits of the photographer and their work. Seems flawed to me. Sadly some potential clients will be picking up the phone and hiring less than spectacular “professionals” to assist them on their wedding day simply based on the fact that the person is displaying a shiny “Bride’s Choice Award” banner on their website. I feel bad for those consumers.
http://www.facebook.com/hiroschneider Jaron Schneider
Point I was trying to make in my first comment is exemplified by Ray’s first statement here. What is happening here has more in common with lying than marketing. You don’t have to lie to sell product if the product is good.
http://www.facebook.com/kingstreetstudios King Street
Hey, some people are fine hiring the Craigslist photographer, and maybe they’re happy with that experience- even if we think they are doing sub par work. We all know these awards are bs, but it gets peoples attention to stop and take a look. I understand your point about whether it’s a legit award, maybe it does need a reworking/rewording and a little more restriction to earn the title, but I really think it was designed to be a good thing, and I believe it has been for the most part. I’ve personally never seen, or read anything where a bride felt she was mislead by Weddingwire’s award system for reviews and hired the wrong photographer. So until I see that, it still seems like good/harmless thing to me! Cheers
http://www.facebook.com/raheelgauba Raheel Gauba
After reading all these comments, I have to say, it’s pretty comedic. It’s a brides choice award for god sakes… not an award from WPPI where the skill or mastery of photography is being judged. You want to call a spade a spade? Well, i don’t see how its anything otherwise!!! I fail to see how this is deceptive either… it is as basic as can be… It’s similar to Zagat rated, Yelp rated and a plethora of other ratings that the normal world uses to judge popularity… kinda like “People’s Choice Award”… You may not agree with the results, but hey, the PEOPLE voted! Now, the issue about the 5% number… i say, we get WeddingWire to provide some details about how they came up with the number, but for the rest of this issue, i am seeing baseless bashing of a perfectly normal system that exists in many other commercial verticals and it works!
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
Raheel – when their press release says that they are honoring “elite Wedding Professionals” chosen for “impressive achievements” they became deceptive. All it takes is 5 reviews on their site. Not an impressive achievement in my book nor would that make someone an elite Wedding Professional. For those that have “won” the award and want to justify as something they earned – by all means run with it, milk the heck out of it, plaster it on your websites, I hope it brings you some business. But I thought someone needed to say what is on all our minds in the industry… the award is simply phony.
http://www.facebook.com/raheelgauba Raheel Gauba
Elite according to whom? you? or the bride? Clearly a bride voting 5 stars for someone sees the vendor as elite. But then the phrase “elite wedding professional” is subjective so it’s neither here nor there… If five 5-star reviews are that easy to come by, then why don’t all their vendors get rated? And I dont believe its just about getting 5 reviews, they have to be good reviews (star rating for the categories). Seriously man – to all those knocking this are coming off as pissed off that they didn’t win. Calling it phony is taking it too far imho… I am just not seeing the facts to back up these phony claims – you may have unanswered questions, but you’re drawing your conclusions a bit too quickly. I really expected this site to be unbiased and focused on findings… Instead, this is an amplification of feelings vs. facts. Stop comparing the skill of photography with the winners – instead see why they won… They provided excellent service and their clients voted… They got recognized. I don’t see what the issue is here.
http://www.facebook.com/Brianbannister.BannisterBrian Brian Bannister
An award from WPPI…LOL. I needed that laugh.
http://www.facebook.com/raheelgauba Raheel Gauba
Here are my thoughts on your premises in this article:
You: In short, WeddingWire bills itself as the “Yelp of the Wedding Industry.” Their ultimate goal is to drive as much traffic as they can to their website so they can sell advertising.
Me: And what is wrong with this picture? How is Yelp any different?
You: Which takes us right back to the “awards” they are giving out each year.
Me: How is being the Yelp of the industry taking you to the awards they are giving out? You’re mixing two separate things… Are they looking to be the yelp of the industry? yes… Are they successful? Looks like they are. Did you know about the Yelp Elite Squad? Check this out: http://www.yelp.com/faq#what_is_elite_squad Any tom dick or harry can be ELITE on Yelp… How is WeddingWire any different???
You: Is this award based on skill? Nope. Is it based on a system of votes from industry peers? Nope. Is it based on the merits of the award winner? Nope.
Me: Ummm… It’s called the “Bride’s Choice Award” not “Skill Award” or “Industry Peer Award”. Is it based on merit? Ofcourse it is. Your premise seems to be that only photographic skill is equivalent to merit… if thats the case then thats pretty shortsighted of you then. In the wedding industry merit is much more than photography skills.
You: The way a person “wins” this “Bride’s Choice Award” is by getting 5 positive reviews on their vendor listing on the site.
Me: If its that easy, them more of their customers would be winning it… and when they do, im sure they will up their minimum review requirements. I’m sure they are concerned about the legitimacy of these awards to keep it exclusive. But thats just my speculation. I, however, don’t see “everyone” getting it. Perhaps your facebook news feed has more winners than mine.
You: While the idea is that the reviews would come from brides, ultimately who would ever know if my mom, my sister, my aunt, my brother and my wife left me positive reviews.
Me: Again, you’re mixing two different issues here – How does people misusing the system invalidate the legitimacy of their campaign? Amazon has fake reviews, Yelp has fake reviews, google has fake reviews. Whats your point?
Hey, look… I am a super critical guy when it comes to BS… Please help convince me with facts vs. rants and I’ll take up your cause and support you man.
p.s. your work is absolutely amazing… you should have won this award ;-)
http://www.facebook.com/profile.php?id=606123089 Amy Tucker
So many brides find me on wedding wire. Whatever they are doing is getting loads of potential clients to my website, which is the sole reason I use their service. In my opinion they can give me as many real or BS awards as they want.
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
Raheel we will just agree to disagree. No use fighting with you about it. But do understand that the people that don’t win this award is not because they are unable to — it’s because we have no desire to corral our clients to the WeddingWire site and become part of the marketing team / sales force for the WW site.
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
To each their own. I think your words “BS awards” sums it up.
http://www.facebook.com/raheelgauba Raheel Gauba
Hey man… thats cool. Agree to disagree is exactly where we’re at. Wasn’t looking for a fight… just a healthy debate. WW is a portal – it has created value for the vendors and the advertisers (marketing + sales force that benefits all) – those who choose to play… great… others can just move on. Cheers!
http://www.facebook.com/cwarkocki Chris Warkocki
Love all the heated debate on here lol.
It’s interesting that some call this “deceptive” marketing. Deceptive marketing is when a photographer puts fake reviews on their site or when the photographer uses images that aren’t theirs to get clientele.
Is this a legitimate award? Meh. Not really. Is it deceptive? No.
It just seems that photographers who don’t receive it complain and those who do receive don’t really care that they won. We just got ours as well and I’m going to put it on our site and on our facebook. Why? Because I want brides to see that we are trying to separate ourselves not only with our imagery but also as a legitimate business. Now, I’m not saying this award automatically makes you some super power photography studio. What I mean is we took the time to take great photos, get our brides excited enough to say some kind words and in the end out of our town we were the only one to win. We will be using this to let people know we aren’t a run and gun studio trying to take money. We care enough about our clients to make sure we get positive reviews and I want other brides to see it.
To the photographers who put fake reviews on their site or use the word “best” I have shiny badge. It’s not any different except there is a perceived value when it comes from a real website and not just something you made up and put on your site.
http://www.facebook.com/raheelgauba Raheel Gauba
Exactly! Its not an award for photographic excellence… its a “bride’s choice” award… its black and white… it means brides loved the work and took the time to review the vendor!
http://www.facebook.com/cwarkocki Chris Warkocki
Some people don’t get it Raheel. It’s sad that we just can’t be happy. I like being happy. Totally makes the day go by way better!!!!
http://www.facebook.com/cwarkocki Chris Warkocki
They actually do check to make sure the bride is real. Better than the unsubstantiated reviews any photographer can put on their website or friends on facebook write.
http://www.facebook.com/profile.php?id=100000091533224 Kristi Nelson Church
Let me tell you Trevor, I feel the same way. This was our first full year photographing weddings. We’ve had 7 or 8 reviews.. all good ones and some how I, too, received an award and felt how could this be right? Seriously? Then I started seeing all the other vendors (photographers included) giving shout outs to themselves for their award and I felt like it really minimized the value of what that award is SUPPOSED to represent. Then yesterday, I received a phone call and an email from my rep telling me how I could benefit further by signing an annual contract with them. It’s no mistake this happens right in January. They’re after annual bookings…it’s definitely part of their marketing and promotions calendar. I wonder what the stats look like and how many new business clients they bring on as a result? If only the public really knew the actual value of that award I can’t imagine it would hold much value in their eyes either.
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
Chris this has nothing to do with me being happy or not. I happen to be an extremely happy person and absolutely love life. I think my friends could “AMEN” to that. Trust me if I wanted this award I could quite easily get it. But I have no desire to be a marketing machine for WeddingWire. You said it clearly in your own words, “Is this a legitimate award? Meh, Not really.” So my question then to you is why would it be okay to waive it around as some great achievement if it’s not a “legitimate award?”
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
Thank you for sharing this experience Kristi. You are absolutely right that they are on the phones in full force right now trying to book photographers up in their marketing packages. Great point!
http://www.facebook.com/profile.php?id=1070235626 Trevor Dayley
How do they make sure the bride is real? I would love to hear about the process?

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