#61: Insight Out: Uncovering the Hidden Truths of Consumer Behavior with Loni Peterson

About this episode

Kevin Dennis interviews Loni Peterson to explore the importance of understanding consumer behavior in the wedding industry.

In this episode of Mind Your Wedding Business , Kevin Dennis sits down with Loni Peterson of LP Creative Events to unpack why understanding consumer behavior is essential for wedding professionals navigating a rapidly changing market. Drawing from both her real-world experience and her role as a professor at CU Boulder, Loni shares how emotional connection, authenticity, and values-driven branding influence how couples choose their vendors. She explains the industry’s shift from influencer marketing to impact marketing , where couples—especially younger generations—prioritize meaningful experiences and alignment over aesthetics alone. They also discuss short planning runways, evolving client expectations, and why wedding pros must adapt their communication and marketing strategies to stay relevant. This episode offers practical insight for anyone looking to build stronger client relationships while focusing their energy where it matters most. Loni Peterson is a seasoned business owner and full-time professor at the University of Colorado Boulder in the Advertising, PR, and Design Department. She blends academic insight with real-world experience, bringing a passion for creative…

People in this episode

Host: Kevin Dennis

Guest: Loni Peterson

Topics covered

• consumer behavior
• wedding industry
• marketing strategies
• client relationships
• branding
• emotional connection

Keywords

• consumer behavior
• wedding professionals
• impact marketing
• values-driven branding
• client expectations
• emotional connection
• influencer marketing

Mentioned in this episode

Organizations: LP Creative Events, CU Boulder, University of Colorado Boulder

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