Unless you truly live under a rock (and not just any rock — it’d have to be an extremely large boulder), you’ve probably heard something regarding the Kim Kardashian and Kanye West (Kimye) wedding in Italy last month. The well-known reality star and rapper tied the knot in a modest $2.8 million ceremony, reminding me a lot of my own wedding … well, mostly in the sense that we said “I do” at the end, too. After a week in Paris that included renting out both the Eiffel Tower and the Palace of Versailles, the couple flew 200 of their closest friends and family to Italy for the actual nuptials.
Was the wedding week extravagant? Yes. Was it a bit too over the top? Maybe. Should we all stop talking about it? Probably. But should we first take a look at Kimye’s wedding to see what we can learn about everyday (and not-so-everyday) consumers? Definitely.
Here are nine things the Kimye wedding can teach us about “Keeping up with the Konsumers.” See what I did there?
1. Consumers want options.
If you think Kim only looked at one wedding dress, you’re just silly. Or you live under that boulder I mentioned before. Either way, it’s likely she looked at hundreds of designs before contracting Vera Wang to design a dress specifically tailored to her body. Assume your clients want options. Help them choose among several carriers, and then help them tailor a quote that suits their needs perfectly.
2. Consumers can be high maintenance.
The Kimye wedding had golden toilets and life-size nude statues, among other details. As long as you’re not being asked to provide a golden toilet, if your client says jump, it’s OK to jump (in moderation).
3. Consumers can change their minds.
It’s been reported that two hours before the wedding, Kanye demanded that 80 moving lights (which had taken four days to install) be removed immediately from the dance floor. Maybe he thought the lighting would distract from the happy couple, or maybe he decided the extra lighting was unnecessary. Regardless, Kanye changed his mind, and the lights were removed. Clients will always have last minute requests. Learn to expect them and find a way to deal.
4. Consumers might be annoyed, but most can find a way to deal with unexpected problems, too.
It was also reported that Kimye opted to skip place cards and instead had guests’ names engraved onto a marble tabletop in front of each of their place settings. But sadly, mistakes were made in the spelling of some names, and several guests brought those pesky plus-ones that aren’t always accounted for. It’s believed that only Kimye sat in their designated places. But did that upset the newlyweds? Oddly, no, it didn’t. They moved on. If your clients’ applications get held up in underwriting, it’s likely they’ll understand — assuming you can provide an explanation.
5. Privacy can be a major concern.
Unlike Kim’s last wedding to Chris Humphries, which was televised for their show “Keeping up with the Kardashians,” Kimye decided to be very cryptic about their wedding details to ensure the paparazzi could not attend. Some people don’t want others to know their personal business. If that’s the case for your clients, have them complete teleapps to safeguard their personal information.
6. Sometimes, you just need to listen while your client does the talking.
It’s rumored that Kanye gave a 45-minute toast (that was mostly about himself). Give your clients the opportunity to talk about themselves and what they want. You can learn a lot about a person if you just sit back and listen.
7. Consumers want bells and whistles, even when they aren’t necessary.
Did Kimye need golden toilets? No. Did they need private jets to transfer all of their guests from France to Italy? No. Did they need a photo booth? Technically, no, but who doesn’t love a good photo booth at a wedding? The point is, sometimes consumers want extravagant things that you might deem unnecessary. It doesn’t change the fact that if they want it — and can afford it — they’re going to expect you to give it to them. Those extra riders and policy enhancements might not be necessary, but if the client is going to find a new agent who’s willing to give them what they want, go ahead and add a bell. Heck, maybe even add a whistle.
8. Consumers don’t want to be told what to do.
Rob Kardashian, Kim’s brother, was noticeably absent from Kimye’s wedding day. It’s believed he was fed up with being bossed around by his family. Remember, it’s one thing to give advice; it’s another to give orders. Don’t lose clients because you’re too overbearing with what you think is best for them. Suggestions and advice are not the same as orders and demands.
9. Consumers want paycheck protection.
Kimye signed a prenuptial agreement, which means they’re conscious about protecting their mutual incomes and savings. If they value their income and savings, then surely they value paycheck protection. Right? Right? Let’s hope I’m right.
*The information above regarding Kim Kardashian and Kanye West’s wedding was gathered from various pop-culture websites, NOT from the spokespeople of Kim Kardashian and Kanye West. This information is meant to be taken with a grain of salt and a sense of humor.