012 // Connecting With Your Online Community

Ali Eagen is the owner of Buffalo Indie Weddings and Made by Anatomy. After receiving a degree from FIT in fashion design and working in corporate fashion, she moved back home to Buffalo, NY to start her own company.

Over the last 9 years, she has been working with brides to create one-of-a-kind custom and reconstructed wedding gowns. It was this work with brides that led her to realize the need for a better way to connect with the kinds of brides who wanted her service, so she and her then-partner created Buffalo Indie Weddings. BIW is a resource for engaged couples of WNY to inspire and connect them to the best, more unique and non-traditional wedding vendors in the area.

She has a young family and teaches part-time at Buffalo State College in the fashion department.

Topics discussed in this episode:

• How did it all start? 
• Learning to differentiate yourself.
• Why Indie?
• How connection will make you stand out.
• Bridging the gap between online and in-person connections.
• How to drive attendance to your events.
• A bridal show HAS to be fun! 
• How do you monetize the bridal show business?
• Staying connected to your members.
• Challenges running a multi-city business?

RESOURCES DISCUSSED IN THIS EPISODE:

Website: buffaloindieweddings.com

Instagram:
Buffalo Indie Weddings: @buffaloindieweddings
Rochester Indie Weddings: @rochesterindieweddings

Facebook:
Buffalo Indie Weddings: Buffalo Indie Weddings
Rochester Indie Weddings: Rochester Indie Weddings

Pinterest: Upstate Indie Weddings

Transcript

spk_0:   0:04
you're listening to on your bolt, an interview based podcast for female entrepreneurs and leaders in business. I'm your host, Natalie's in his belly. Today's guest, Ali Egan, is the owner of Buffalo Indy Weddings and made by Anatomy after receiving a degree from F. I T in fashion design. In working on corporate fashion, she moved back home to Buffalo, New York, to start her own company. Over the last nine years, Ali has been working with brides to create one of a kind custom and reconstructed wedding gowns. It was this world with brides that led her to realize the need for a batter way to connect with the kinds of brides who wanted her service. And so she and her then partner created Buffalo Indy Weddings B I. W. Is a resource for engaged couples of western New York to inspire and connect them to the best, most unique and nontraditional wedding vendors in the area. She has a young family and teaches part time at Buffalo State College in the fashion department. Alley. Thank you so much for being with us today. Natalie. You are so welcome here. I'm super excited to talk about this. I think you have such a unique business. And let's even just start with the name I feel like. So it's Buffalo and Rochester Indy Weddings. You started the company out of buffalo. Did it start out as just buffalo in the weddings and the new extended to Rochester? How did that work? Okay,

spk_1:   1:32
so actually, when we very first started, our name was wth E. Um, we were the boutique bridal

spk_0:   1:38
party. 00 my God. That's so, uh, every business started out of something else. I want the naming is so hard.

spk_1:   1:45
Well, it really is. And that's really what we struggled with, um, because we didn't know exactly how to differentiate ourselves from what else was already happening. Um, and we knew what we wanted to create, And that's sort of the direction that we went in with the name, our very first event that we ever held. Every vendor that participated had to have a booth space that felt like a boutique so that it could it really encourage and inspire more interaction with the guests and more of a connection. So that was are very the paramount elements of our event is that it had to be different. Everything about it had to be different. And obviously it's a was for bread spread. Also boutique,

spk_0:   2:29
bridal party together. That's incredible. So whatever that making you change the name. And did you also change the mission off? You know that boutique mindset or what did you just change the name for other reasons?

spk_1:   2:42
So we have this magazine for three years, and it was everything that we were trying to create online and at the events in print, which was wonderful. And it was beautiful, inspiring. People honestly still ask about it. Like I was just in a consultation for a wedding dress the other day and a woman brought in a page from the magazine that she had held onto for years.

spk_0:   3:02
Oh, my God, that's like equally flattering and also like, Oh my God, you cut office. It

spk_1:   3:08
was I was like, Florida couldn't believe that it was so cute. Um, so it really had an impact on a lot of people. I know, but you know, it's it's It's the word of digital world right now on every day. It's like, why and how can you decide to spend money and print ads when you can actually see the results that you're going to get from those ads online, And I just you know, we felt like it was a smarter move, as cute and lovely and beautiful as itwas and like, so wonderful. The touch something, Uh, we realized that we could just focus in connections other ways. So school right. So we decided to change the name mainly because we didn't want there to be any confusion as to who we were serving. Thio, you know, in the word bridal is something that we really needed to become more more aware of because we don't just serve brides, reserved rooms as well, and we serve couples of all sexual orientations and preferences, and we needed to make sure that we had something that could really encompass that. So, um, you know, Indy, obviously it's you think of like indie films are like an indie film festival, and it's sort of exactly what we're doing. It's It's grassroots. It's It's small. It's local. You know, we don't have any corporate or corporations in the organization. We don't allow um, like Lula row and and and things like that as well, because we feel like it really undermines the makers that we have as members. So yeah, we really focus more on, um, on promoting those kinds of wedding businesses who are truly unique, fresh hole and local

spk_0:   4:46
that's so needed, I think in our industry and and actually speaking of the opposite of local you guys, are you a little similar to the knot or wedding wire in your soul? You know, the core function of connecting brides and Bender. What separates you from the knot and some of the larger organizations that exist that have ah, similar core function as Buffalo Rogers during the weddings,

spk_1:   5:10
I'd have to say it's our connection with the fact that we focus and emphasize this connection so much. I'm a wedding vendor, so I totally understand what it's like when you are talking to a potential customer, and so they just like, Don't feel it. You just don't buy when you're like You know what? It doesn't matter if it's about cost or location or timeline or whatever. Sometimes, you know, people just don't mesh together, and that's something that we try to put out there in the forefront immediately. It isn't just about well how much do you cost or, you know, what kind of specials do you run or what dates are you available? It's well, what service is do you offer? Why are you special and different? And can I see myself working with you? You know, it's much more about, ah, personal connection to the the business owners versus just the business itself. So we really combine those two things, which is, honestly to what we do. We do it in the in the website. Of course, it's the very first thing that you guys see when you visit our directory. You don't just look at the logo and you know, photos. You see the head shot. You get to know a bio about that person, even a little bit of information about their background in their story. And then what does make your business really unique and that feeling that you get when you're looking through a static listing on the website, you get in person at our events, which is, you know, the in real time culmination of this idea of really connecting together.

spk_0:   6:37
That's incredible, and I think that there's so many organizations that is exist solely online or solely in person. Um, and sometimes it can be difficult to kind of bridge the gap. And, you know, having people from an online community show up in real life or, you know, vice versa. How do you, Dr Attendance to these events? I mean, you obviously, you have a huge following on social media. Your Facebook page has about 4000 likes, and then you're to instagram accounts for Rochester and Buffalo separately. Each have looks like Rochester has 3500 and Buffalo has, like, 6700 followers. So you certainly have a reach. But it can be. You know, we all know that those numbers do not necessarily translate into bodies. So how do you How do you get people to show up at these events? And how do you, um, create the excitement for people to actually show up in your life?

spk_1:   7:29
One of the things I think that really sets apart our events and something that we always think about every show is is what reason are we getting people to come? Every event has its own reason, right? No other bridal shows air wonderful to go Thio, but they follow this old fashioned mentality of you half to offer discounts and incentives for people to come, and then the book with you right away on the spot and modern day couples don't want to do that because most of people are paying for this stuff themselves. And I don't know if you've checked with the last 100 books. Weddings are really looking expensive.

spk_0:   8:06
Yes, there actually got married in November,

spk_1:   8:08
you know, and I'll be getting married in

spk_0:   8:10
February. Yeah, it's, ah, emerging money, basically.

spk_1:   8:16
I mean, it's, you know, like a college education for a some people, but it's a lot. It's a lot to ask. And it's a lot to trust and trust in these professionals that you're paying thousands of dollars to you that they're going to show up as as as much as you expect them to you. You know, um, so it's not only is it a really big deal, Thio find their kind of understand you want, but it

spk_0:   8:40
should just be fun. You have alcohol, your shows, don't you? Always all the

spk_1:   8:47
time. I mean, of course, cocktails are a huge part of the show, huge part of the whole idea. In the first year that we ever had. Actually, I was on a Thursday evening, so it was always geared at a party that this is what we're targeting. We want this to be a party. We don't care. You know, we don't care about really anything else. Just has to be fun. It has to be a party, and I want everybody to have a good time. You know, Gil buzzed, not with your girls or bring your fiance because like they have to imagine to you. For For most most guys, it's probably not super fun to have to go and stand in there and talk to you. Well, about your covers in flower color is not that kind of stuff. But our shows are great because, you know well, if there's a football game will have

spk_0:   9:26
been on the

spk_1:   9:26
TV, you can go get a drink and you can watch the guards being rolled and, you know, talk to guys about custom suits and it's just which is different. It's way more fun. So us that was our mission was, If we're gonna be creating these space in real time, it had to be fun. Also, as a wedding professional, I've done other bridal shows, and I I questioned everything literally. After I did that one show, I questioned everything about my business. It was like, um, I

spk_0:   9:52
doing the right thing because it wasn't a good fit. You you weren't able to find your ride's

spk_1:   9:58
Exactly. My brides were not going to those shows, and I realized that all too quickly once it started. Um, and it sucks because it was a lot of money, you know? And for me, as a small business, I can't really afford just to keep on dropping, you know, $1000 on these events s So that's something else that's important to us. To you is that you know where prices are very reachable. They're affordable, you know, doable. We think for most small businesses.

spk_0:   10:21
And just to echo that, I also you know, my photography studio and SP does weddings we have for 12 years, and going to those other bridal shows that you cited was a truly horrifying experience. It feels like a cattle call. I mean, there's just hundreds of hundreds of anything up to 1000 brides at some of these shows, and it just feels disingenuous. There feels like a disconnect between the brides and the vendors. I also was not finding my brides of these shows, And so one of the reasons I signed up with you guys immediately was because I was looking for something different.

spk_1:   10:57
The other larger scale bridal shows is very transactional, and it's very much you come You you read you. Either you register for us or you sign up with us, and it's you came on the dotted line right away and you'll get this big, huge discount. I can't do that as a wedding bender Custom make me wedding gown. So I really realized that my bride's just aren't there. They aren't and they have to be somewhere because they were finding me. But, like, how are they finding me when it came down to deciding to do events like this? And actually the event came first, and then everything else came second. That was the premiere. It was the reason, really, for us doing what we were doing is that we wanted to create that connection in real time, and we knew that had to be a

spk_0:   11:41
So I love that you started with the event first and then built a community from there because you really knew at that point that there was a need for it. And the online correct me if I'm wrong with the online community is the way to sustain those relationships and foster the connections between shows.

spk_1:   11:57
Exactly, you know, and that's that's precisely He said it so well. That is why we created the membership structure that we have. No, All of the businesses on her website are members. They, you know they have. There's an annual membership feed. They get listed in the directory. We got all these other perks as well. On becoming a member like Social Media mentions, you'll get a block spotlight. We were able to participate in the show's. It's important for us to make sure that if a couple comes to an event and they loved who they met with, but they may be forgot about it, they know exactly where they can go to find them. They don't have to worry about keeping hold of a business. Carter. What not We do a really great job at continuing to connect all of the people who came to our events, but also people who drink me. We just follow us and social media back to what they confined on her

spk_0:   12:45
website. And I think that's really relevant for any any individuals that are trying to build a community for whatever you know. If it's a social cause or if they have, you know something around it that is business related. How do you monetize this organization?

spk_1:   13:00
Indian City Cyclical. There has to be something that can just continue to work around it around, because if there's one, there's one holder. There's one gap in it, then it's a missed opportunity when you think about it. So when it comes to monetizing this business, I mentioned we already have memberships that we offer. So there's an annual membership fee that the members pay and they get all those parks. And then there's fees for the bridal shows. Of course, we do charge a ticket price for couples to come. A lot of other events don't charge ticket prices, and we've always done it, even even from the beginning. There were, like, $3 but we always did it because we knew that for our events and for our members, the kinds of businesses that we share and that we showcase. They are in the higher end. They are more unique there, more specialized, and they're just different. They're the kinds of businesses that aren't going to drive well with everybody by having a ticket price. It really helps us curate the kinds of couples that are coming to the shows. You know, it really, it holds them accountable in a way. So it's like, Are you really serious about planning your wedding? Are you just coming to get free chocolate, You know, like because it's a lot of time and energy from a business professional standpoint, to pay for this booth, to come to the boots, to set everything up to, like, put on that happy face for three hours and be like, I'm ready, I can do this right? So we really want to know that, like the people that we're meeting with, our serious too so

spk_0:   14:21
sure, And so it sounds like the way that you do monetized the the group is through. The vendors pay the monthly or yearly, and then the attendees are sort of just paying a nominal fee. Thio make sure that they show up an actress, it Theo, and we do the same thing. Honestly, it's someone isn't paid for something. They don't value it. And so it can be hard to even get an accurate attendance count. When you don't have some skin in the game, you know it's raining. It's, you know, dark out tonight or what I like. Someone just doesn't want to go out. I think that's like a real you playing these events. And then it's like the day comes and, you know, we live in upstate New York. People like a hot cold out. It's snowing. It's like it's January like you know where we live. I mean

spk_1:   15:09
guilty like I've done the same thing. There's been stuff going on and like Oh, God, I just had such a long week

spk_0:   15:14
and I have todo

spk_1:   15:16
We're all guilty of it. Of course we are, but it's true, and it's not a lot of money and you know, for us and it isn't really about like the brides and the grooms ticket sales. It's the basically covers like advertising and stuff for us, for the business itself. It really runs based off of the membership fees and you know the vendor booth fees for the events as well, we will be branching out doing some other newer concepts as well. You know, one that you've you've been working on with us and Lydia maybe from tribe up north when it comes to offering supplemental membership opportunities like a master level membership where remembers can really take their business The next level I have benefited so much from that experience working with a variety of different people, you included. So for me, I think it's about support. And if I I'm in an opportunity which I recognized where I can really help facilitate that support and again connect such a nerd. But it's like it's it's my mantra as like connecting people. I'm I'm a connector. If I can connect my members and give them more opportunities to other local pros and whatnot as well, then, yeah, so we'll be doing some webinars and stuff and offering someone like a mastermind group and everything as well. So

spk_0:   16:23
yeah, yeah, So one of the things that really stands out to me as a member because I am a member of this organization, is how continuously and how frequently you're providing new value for us members. I feel like you are every day trying to come up with a new way to help us, to help us with our businesses and to help us connect with our brides. But, I mean, connect with the bride's is sort of the Given, and I feel like you've come a with some really creative ways to provide value. I mean, you're always having, like, networking events that are just for the vendors. And you know, this new membership that has the coaching built in which I am a part of with with Lydia from Tribe up north, and I just e I command you. I think that you do such an incredible job of that, and I am part of a lot different organizations, and it's one of the things I admire most about you, and I have to imagine that that translates into a strong loyalty that your vendors have with you. Thank you so much for saying

spk_1:   17:22
that it means a lot to me. Oh, but it's true, and I it's sort of like Kelly's Hell. I think I'm a care a lot and it's most known really, really cheesy. But it is true. Every new member that joins I get on the phone with them, and I introduced myself and I'm like, Hey, I'm Allie. Let's talk about your goals and like what you're looking forward to this year and every every year that a member renews, I do the same thing. I'm like that schedule times to chat. Um, also, every month we do remember meet ups, so that's a great chance to for people to meet each other. If they haven't a lot of new members take advantage of that, and they'll come and they'll meet me face to face eso every month. I try to create some kind of opportunity to be able to connect with all the members on. I mean, you know, sometimes people come sometimes a lot. Sometimes they don't. It's it's, you know, everybody is busy, but for me, I I think that's my That's really why I try to do all these different opportunities and different things because I want something, has to work for everybody you know, even if it's a son. Monthly emails to you, to everyone saying Hey, this is what's going on. This is the events that are coming up. This is what's new, and I started recording myself saying the emails instead was

spk_0:   18:30
thinking Is it easier for people to listen to it? But I have to into that I your last letter you sent you really get. And if you don't want to read this whole emails that I was like Okay, I'm listening. That's May. You recorded a really cute little video of you basically reading the email. I mean, that literally reading, like, cover information. And what service did you use? I actually love Tokyu. There was, like, the little circle with your face in it. And,

spk_1:   18:56
you know, that was loom.

spk_0:   18:58
That was adorable.

spk_1:   18:59
You know, Om, it was awesome. My graphic designer. He suggested it to me one day. She was like, You know, you have a lot of notes to share. Just do a limb recording and then email it. You mean I was like, awesome

spk_0:   19:10
e I love with millennials are like, Oh, just do this. And you're like, Oh, yeah, I'm still young. What? I mean, I'm a

spk_1:   19:17
millennial. What? We are elder millennials story A comedian. I just watched. What's her name? Eliza Schlesinger. Yeah, Cash Tang Elder millennial.

spk_0:   19:28
We we are were seasoned millennials. So what's next I mean, you've got this great organization going where you take that. How big is big enough? Are you looking to expand to other cities? I mean, actually, rewind real quick. You're managing to cities currently, and, um, you live in one? Obviously don't live in both cities. I got some people live in two cities, but you live in one city, and I know personally, but you travel here all the time to Rochester. You live in Buffalo. But what are some of the challenges of running a multi city local organization? So,

spk_1:   20:03
yeah, I'm in Rochester at least once a month. You know, sometimes we have events or there seems going on. And I've been there, you know, more than four times a month. Someone recently sought me out of the venture was like, Do you Do

spk_0:   20:15
you let your No. I want to say anything. I think I think he was one of my friends that I see. I see you more than some friends that live in Rochester. Looks that way.

spk_1:   20:24
I know. Well, we're just lucky in that way, because we work together, and we'd we played together, so it works out, but yeah. So it start like challenge wise. It's definitely is suddenly harder than I thought it would be. You know, if you can remember years and years ago when Whitney said worked with you, we had our very first mixer at Good luck on. You know, McCarthy was there. The girl, some gallery, came by. It was just like a whole bunch of you know, of people who went and I'm still friends with now and everything you guys like. There's nothing like this out here. We want this here and I was like, Let's do it. But it's different, you know? It's a different market completely. Bridal shows are not created equally. I don't think any of these two cities and I think that my distance that sometimes has caused a hindrance. Um, maybe because I can't be there. I'm not as tapped into what's happening. And it isn't easy for me just to be like, Oh, this is happening in Rochester this weekend. I'm just gonna, like, put that up on instagram story because I'm also involved in all these other things that I have going on my other businesses in the family and stuff. So distance conduct Lee play a part. I think for me, because a key point to this business for me and how I run it is the fact that I am so heavily focused on connection with people. So I just try to make up for in other ways I tried to reach out to people online as much as I can on Instagram. If I get on your follower where someone tax me also a message and be like, Hey, awesome work. Thank you so much. Nice to meet you. Because I know that it's struggle. Lastly, I'm hiring someone that lives in Rochester, so it should help out a lot.

spk_0:   21:56
Yeah, I'm sure that that's Ah, a great solution to have some boots on the ground here. So what is next? Are you looking to have new, you know, representation in new cities? How big are we going with us? I

spk_1:   22:08
mean, I would love thio, continue to expand. I think it only makes sense, especially because I've got a lot of other interests from some people in the outskirts of where we really you know, like a core areas that we really focus on, like buffalo, Rochester, the areas around it and in between. But it's difficult to imagine scaling right now with everything else that I have going on, especially with how connected I am in the business. I think you know, right now we have about 100 and 10 members, and we've pretty much dated that number between 100 100 and 10 fellas couple years and look like you need a break. It, you know, like I I want more members. Of course, I think it would be wonderful to be able to recommend even more limo companies and more bakeries in and whomever we have computer culture artists and we have, you know, photo booth that's meat out of an old VW bus. Like all these really cool, unique vintage and modern wedding ideas would be wonderful to have them. But I think because I focus so much on this personal connection, there's only so many hours in the day. You know, there's really only so many people I can actually have in, like a worthy conversation with where we're both getting something out of it. So it's

spk_0:   23:15
a classic small business owner dilemma. I think

spk_1:   23:19
I don't know how to scale myself up because that's really. It isn't just that, you know, the service is that we're selling, But a lot of it is me, I think. And it is the fact that people know that it's just me but are running it. I think people don't know that. And when they find out that it's really just one person, one

spk_0:   23:35
tire person with bright red lips to God,

spk_1:   23:39
no, but yes, e think Thio. You know, back to the very first question that you asked me that is something else that makes us hugely different from every other organization. Um on one of my newest members asked me that exact question as we were chatting together on Instagram chat. It's this perfect example. I said hello to him and how how much I loved his work and he was the things you do. What do you guys do? And I start telling him all about and he wasn't cool, man, How do you know? So we continue the conversation continues, handle joining, which was great. It was a great away. It's like, Oh, I need to do this. But when you look at somebody like you know, it's only a C. But other organizations are pushy. They just are. You know, they're pushy because they care about the quota they care about, you know, getting more off what they have. And as much as I'd like more of what I have to I'm not just gonna, like sacrificed, I think what makes us so special and what makes us so unique just to get it? I'm a little bit limited, like you said.

spk_0:   24:33
Yeah. I mean, that's honestly, that is one of the questions. And bigger is not always better. I mean, scaling up has been the end of many businesses that, you know, got too big to manage. I mean, I think certainly there are ways to achieve that. If down the road, that's something that you're really feeling the pull for. But I agree with you. I think that part of your success is that connection. And, like, really, the only way to scale it is to be ableto find other connectors and get a team of like minded women or men, um, to connect on that same level, which for which hiring would be really fun for you. So

spk_1:   25:09
if anyone is listening, if you're interested, you know?

spk_0:   25:12
Yeah. If you if you live in a different city and the sounds attractive, hop on in. Uh, so that's it, Allie. Are there any other things you like to share with our listeners? Um,

spk_1:   25:26
yeah, I think I think it's just extremely important to get away from the screen sometimes on Dhe to actually meet these connections in business. For sure. I'm in this unique position. I think when it comes to anatomy and making wedding dresses, what we do is so specialized in custom as well. And we do forge this incredible connection with their cup with our clients, and we become friends with them. I mean, a couple of our clients just took joy out for dinner because they like, Mr

spk_0:   25:52
Look, Joy's here, so, right,

spk_1:   25:54
Yeah. I mean, what way, Taylor? Yes, but yeah, but, um And then when it comes to like, you know, B, I w as well, I think people like knowing And this is you here, this so much Every podcast. You listen to you in any social media tips you listen to. It's all about the personal connection because it's almost becoming scarce, and it's it's really forced and fake. And a lot of other places all around us. So I think the more genuine authentic you can be. If you can break down the walls and you can just say, Let's meet up, let's do this, Let's get together. I think it's the best way to really change the game when it comes to your own business. So, yeah, as much as possible. Like meet people. Don't just sit behind your computer screen and be like I'll do a leader. Let's do

spk_0:   26:38
it. That's awesome. Ali, Thank you so much. Thank you for your time. Where can people follow you?

spk_1:   26:44
No, they can follow us. You ready? Buffalo in the weddings? I N d I E Rochester. Andy Weddings. Of course, to we are on Instagram. You're on Facebook. We are on our website. Of course. We're on Twitter and Pinterest. But on Twitter of interests, that's funny. Speaking of the name earlier too. We just recently switched to upstate in the weddings for interests and Twitter because the city concise name Well, it is yes. And the city that names of the cities can be a little bit limiting when it comes thio reaching. You know, when it comes twitter Pinterest those were the two platforms that we can really use to reach the most people and, you know, optimize discovery as much as possible. So, um, we thought that having a broader name would be more effective for that and maybe for the rest of it in the future, who knows?

spk_0:   27:32
Awesome. Thank you so much. Aly. I hope you have a great day things for sharing all about connection and how to create those relationships not just online, but also in real life. Thanks for listening to the own your bold podcast. For show notes, resource is freebies and more. Visit own your gold dot fitz or comes you are up to on Instagram and Facebook at emboldened biz till next time.