Social proof or pay to play? Educate yourself.

Today, it’s all about social proof. How many stars does that restaurant have on Google? How many reviews does that florist have on The Knot? What does the Brides of Long Island Facebook group have to say about that photographer? While ratings and reviews can certainly be helpful, buyer beware: some channels are heavily edited and curated to highlight some businesses while suppressing others.

For example: Take The Knot, a popular website that features a vendor marketplace. Vendors across categories are listed, complete with descriptions, reviews, ratings, and photos. So what’s the problem? For starters, to appear in search results, show photos, and communicate with clients, the vendors have to be paying advertisers. This leaves talented and reputable vendors out of search results simply because they did not pay The Knot for advertising. This does not provide a comprehensive and accurate list of vendors that match your criteria. 

Another issue with relying on The Knot is that negative reviews are known to be excluded or hidden from paying vendors’ profiles. Vendors have the option to dispute negative reviews, and those who know know that a paying vendor will not have the negative review published on their profile, which is why so many vendors have exclusively 5-star reviews. Where does this leave the person planning an event who simply wants to make informed choices? 

trust word of mouth

Chances are you know people who planned a similar event to the one you are planning. Think about your network; clients, partners, colleagues, family and friends. Think about recent events they have hosted, especially if they were in the same geographical area as the one you are planning. Ask if they are willing to share their experience with their vendors, and whom they would and would not recommend contacting. From there, you will have to do your own research to determine which vendors are the right fit for you.

trust professionals

An experienced event planner has been in the industry long enough to know the best vendors for any occasion. These are vendors who have been in business for many years and have earned a credible reputation over time, but they also include up and coming and auspicious businesses. A passionate event planner dedicated to the craft regularly maintains positive relationships with industry professionals, and is continuously networking and meeting new talent in the industry. An honest event planner will recommend vendors that align with your event’s vision and scope. These recommendations may include vendors that have no online presence whatsoever, yet the planner will have worked with them and seen their work first-hand. Even in 2024, some vendors have little or no social media or digital presence, yet they are excellent at their craft, reliable, and perfect for your event. A professional event planner will open doors for you and act as an honest advocate for you and your event’s vision.