A Comparative Study of Marketing Approaches of Wedding Organizers in General Santos City

Mark Anthony Acebes Honesto; Nicole Louisse Claro Alberastine; Monsour Pelmin

doi:10.36948/ijfmr.2025.v07i03.44761

A Comparative Study of Marketing Approaches of Wedding Organizers in General Santos City

Author(s)	Mr. Mark Anthony Acebes Honesto, Ms. Nicole Louisse Claro Alberastine, Dr. Monsour Pelmin
Country	Philippines
Abstract	The wedding industry in General Santos City has undergone significant changes, with increasing client demands and evolving trends, making it essential for wedding organizers to refine their marketing strategies. However, several research gaps exist in understanding the marketing strategies, pricing models, professionalism, and accreditation of local wedding organizers. This study explores the marketing strategies, wedding packages, and pricing of selected members of the GenSan League of Event Organizers in General Santos City. The study aims to explore the multiple wedding organizers affiliated to the GenSan League of Event Organizers (GLEO), comprehend the marketing strategies employed by these organizers, and analyze the kinds of wedding packages available, along with their particular inclusions. The pricing, wedding packages, and marketing strategies of a GenSan League of Event Organizers members. The study used a qualitative research approach, asking wedding organizers follow-up questions on social media and conducting in-person interviews. Findings reveal that wedding packages are commonly designed for a minimum of 100 guests, based on local venue standards. Key marketing strategies include word of mouth (70%), participation in wedding expos (25%), and social media marketing (5%). Additionally, client acquisition is largely driven by personal referrals, followed by exposure in bridal fairs such as "I Do with GLEO: A Wedding Expo," with minimal online marketing efforts. According to the study's findings, traditional methods like word-of-mouth and community exposure still dominate ways to attract customers in the local wedding industry, even though digital marketing is becoming more and more influential. Additionally, professionalism and accreditation from groups like GLEO are essential for building reputation and trust among wedding organizers.
Keywords	Accreditation, Client Acquisition, Event Expos, Marketing Strategies, Wedding Organizers
Field	Business Administration
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-05-31
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.44761
Short DOI	https://doi.org/g9mtr8

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A Comparative Study of Marketing Approaches of Wedding Organizers in General Santos City

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