Sam Jacobson, founder of Ideaction Consulting, is a seasoned expert who has helped numerous venues and wedding planners elevate their businesses. As a trusted expert in the industry, he is known for his data-driven approach, strategic mindset and insights into the world of wedding sales and marketing. Kimberly Richmond of Destinations Weddings by ALHI interviewed Jacobson to explore his thoughts on what it takes to succeed in today's competitive wedding marketplace, and learn how his company is making a transformative impact for wedding professionals.
Kimberly Richmond: You’ve said that like most people in the wedding industry, you got where you are through a series of happy accidents. What inspired you to start Ideaction Consulting?
Sam Jacobson: Two things. Most importantly, I wanted to spend more time with my family, and that wasn’t going to happen if I was tied to my operations director role. I needed the flexibility to work when I wanted and where I wanted. I’m driven by empowerment, so being my own boss gave me the freedom to pursue a life outside my career while still helping others. Secondly, I want to help as many business owners reach their dreams of feeling empowered, too. Working for another company limited my impact to one boss, rather than the thousands in our community now.
Richmond: Was there a particular moment early in your career that sparked your passion for helping others in the wedding industry?
Jacobson: Yes, I was in the pool at The Breakers in June 2016, for the Engage Luxury Wedding Summit. I found myself talking with five or six other wedding pros about their businesses and how to overcome obstacles they faced. I got out and went over to my now-wife, Katy, and said, “I know what I’m going to do for a new job.”
The Ideaction Approach
Richmond: Can you walk us through the core philosophy behind Ideaction Consulting?
Jacobson: Our No. 1 priority is to help as many wedding pros find success – whatever that looks like to them – as possible. We offer tons of free advice in our newsletter, Own Your Business podcast, speaking engagements, interviews and free workshops and panels.
Our secret sauce is buyer psychology, sales, pricing, communication, website copywriting and design, and we stay in our lane on these topics. We want to be the absolute best at providing sales and marketing advice, rather than offering people a “business in a box” approach.
Richmond: What does a successful client relationship look like to you, and how do you help wedding businesses build stronger connections with their clients?
Jacobson: We’re different than most educators or trainers in the wedding space because we offer a wide range of services. If someone comes to me for one on one coaching, we’ll do a session, and then later when they see success afterwards, they’ll come back for a new website to help them level up. Or they’ll attend one of our five-day immersive residential retreats to create a one-to-three- year business strategy. Or bring us in to create their new sales proposal. Our clients love working with us because they can grow anything in sales and marketing within our ecosystem of services.
Overcoming Challenges and Personal Growth
Richmond: What are some of the toughest challenges wedding professionals face today, and how do you coach them through those obstacles?
Jacobson: Today’s couples are overwhelmed with life, and wedding planning is a lot of work that they don’t have time for. Our focus is on how to make the buying experience simple and hassle-free. We make it easier for our clients’ couples to say “yes” to the next step in the sales process all the way until they sign the contract and pay a deposit.
Richmond: What’s the biggest challenge you’ve faced as an entrepreneur, and how did you overcome it?
Jacobson: Saying “no” to opportunities that come my way. I’m a dreamer, and too often when I come up with an idea for a new service, that takes my eye off the target we’re working on at the moment. My wife and business partner, Katy, tells me to put it in the “idea box” for later and it’s sage advice. Rarely do I dig into the idea box for something to do because I’m done with or bored by what I’m already invested in.
Market Trends and Insights
Richmond: The wedding industry has seen a lot of changes in recent years. What are the biggest trends or shifts you've observed, and how should businesses adapt to them?
Jacobson: Today’s couples are savvy. They want information to feel reassured the choices they’re making are the best ones for their lives. They don’t want to be sold. They want to do research, to discover something that makes them feel confident in the vendor they’re looking to hire. That means wedding pros need to put more information out for buyers to consume. Unfortunately, too many business owners take a minimalist approach on their social media and websites, which is exactly where today’s couples are seeking information. You can’t wait till someone inquiries to “educate” them.
Richmond: What do you think the future holds for the wedding industry?
Jacobson: The data I look at says 2013-2019 was the Golden Age for weddings. Fewer people are getting married even though the population is going up. Gen Z doesn’t see a wedding as a statement purchase like older millennials did, especially in the early days of Instagram. Plus, more people are opting out of the nine-to-five life and seeking self-employment because of the freedom it appears to offer. All this means a crowded marketplace with fewer buyers who aren’t as committed to the purchase.
Personal and Professional Balance
Richmond: As we know, the wedding industry isn’t for the faint of heart. It can be demanding and high-pressure. How do you balance the intensity of your work with personal life and self-care?
Jacobson: I’m a work-hard-play-hard type, so I put everything I have into my workday. But when I’m off, I’m off – and 100% into what I’m doing. I don’t answer emails at night or work weekends very often. If I’m with my two kids, I’m with my kids. I also include a lot of travel in my annual calendar, and travel over 100 days a year, mostly for pleasure.
Richmond: What do you do to recharge or unwind after a busy season of consulting and helping clients?
Jacobson: Our busy season is when weddings are generally slow, which is December through March. I’m an active adventurer in my daily life, and I’ve recently found a passion for “walking holidays” in Europe. I took all of May 2023, to walk 200 miles across England, and this past summer I spend three weeks in Tuscany with my 16-year-old daughter on the medieval pilgrimage trail, Via Francigena. I’m also a daily meditator and workout as often as I can to feel vital.
Success Stories and Impact
Richmond: What’s the most fulfilling part of your job?
Jacobson: I love to see our clients succeed. I know it sounds cheesy, but it’s 100% true. We work for our clients’ wins. I love attending Engage, especially, because about 10% of the attendees are our clients. It’s the best to hear IRL (in real life) about all the amazing results their seeing.
Richmond: Can you think of a specific instance where you really felt you made a difference in someone’s career or business? Or can you share a client success story?
Jacobson: One of my long-term coaching clients was burned out after the 2022 wedding boom. He’d been going at a break-neck pace since he started his business and he was doing really well financially, but on the inside, he was struggling with how to manage it all. On one of our Shift Retreats, he confessed he didn’t want to keep going at the pace he – and everyone else – expected. We came up with a business strategy that measure success by the number of vacation days he spent with his family, not the number of bookings on the calendar. Ironically, it was his best financial year yet – and he got to enjoy it outside the office.
Personal Philosophy and Advice
Richmond: If you could describe your personal philosophy in one sentence, what would it be?
Jacobson: Do everything you can to put yourself in the best spot for luck to happen. Skills plus serendipity equals success.
Richmond: If there was one key skill or mindset shift you’d encourage every wedding professional to adopt, what would it be?
Jacobson: Lower your expectations to increase happiness. You won’t make it big overnight. Or in a few years. It’s crowded at the top, and it took those who occupy it now 10-20 years to make it there – and they’re not going to give up their position easily. Work hard and be patient. Do the things you need to get ahead when no one’s looking.
Looking Ahead
Richmond: How do you stay connected to your own growth and development, both professionally and personally?
Jacobson: I’m a curious person by nature. I like to learn how and why things, and people, work the way they do. I just completed a certificated program from Texas A&M in Applied Behavioral Economics. I read about 50 books each year, all non-fiction. I spend most of my time learning about general principles and values and techniques, and then give myself the space to think about how I can share them with my clients and our audience in practical way to help their businesses grow. Personally, I’m at the age where my health and finances are important, so I’m digging into those topics too.
Richmond: What excites you most about the future of your work and the wedding industry, and what’s next for you and Ideaction Consulting?
Jacobson: Our business exists to provide services for our customers’ needs. I love problem-finding, and then coming up with new ways to solve the issues I uncover. It’s how I went from a solopreneur who does business coaching to a team of 10 doing branding, website design, copywriting, immersive retreats, templates, online courses, and a mastermind. It’s also why I’ve recently started (with top photographer Abby Jiu) a done-for-you sales agency for luxury wedding photographers and videographers called To the Nines Collective. We provide business direction, elevate marketing and sales collateral, curate portfolio and content strategy, and do the daily sales work for our clients. We focus on what we call “rising stars” in the photo/video world rather than representing those who’re already at the top. I love a good underdog, and now we have an agency working 24/7 for those who want to fight for a spot near the top by leveling up their entire business with our guidance.
Final Word
Richmond: Jacobson’s unique approach to wedding sales and marketing has proven to be a game-changer for many in the industry. Whether you're a venue looking to boost bookings or a planner aiming to refine your sales strategy, his expertise can offer the tailored solutions you need. If you're interested in learning more about how Ideaction Consulting can help you grow your business, don’t hesitate to reach out and start a conversation. Connect with Jacobson today to take the first step toward transforming your wedding business.
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