The
most popular wedding fairs and bridal shows worldwide are usually
held in October.
After visiting many of
them and after the participation at “Salon du marriage” in Luxembourg with my
booth, I can state that there is definitely a strategy to making wedding fairs
work for your wedding business
HOW TO
- Get the Best Out of Exhibiting at a Wedding Fair
The
most popular wedding fairs and bridal shows worldwide are usually
held in October.
After visiting many of
them and after the participation at “Salon du marriage” in Luxembourg with my
booth, I can state that there is definitely a strategy to making wedding fairs
work for your wedding business
BEFORE
THE FAIR
1-WHICH
FAIR – DEFINITION OF THE TARGET
Do you want to just
attract all brides or do you have a specific kind of bride and wedding you’d
really love to work with?
Research is key word:
Look around for fairs that suit your
style.
Reading the expo
website, the specialized forum, the feedbacks of the participants and visitors,
walking through a fair before attending it, will give you a load of information
about the event and the visitors.
Last but not least,
since couples are now using social media a lot, check how the fair is advertised
and marketed online and offline, if it has a strong social media presence and
if the organizer advertises the event on relevant blogs and publication.
2-COST
& AGREEMENT
Wedding
shows cost money, not just the participation fee but also the cost of the booth
display set up, of having marketing tools made, consumptions, transporting of
the stuff to the show (and back), any staff, freebies etc.
After receiving the
agreement proposal from the organizer of the event, read it carefully and
research what is included in the cost of the exhibit (i.e. electricity, basic
furniture) and what are the responsibilities and the obligations of the organizer
and the exhibitor
Contracts for wedding fairs also list:
-
the payment condition – the exhibitor usually
shall pay 50% of the price as a non-refundable deposit and the final payments
must be received 1 month prior to the event-
-
rules for the exhibitor (i.e. restriction booth occupancy to one company’s
product or service only, prohibition on distributing advertising and
promotional material from other suppliers, etc.),
-
anything that is required by you such as a
copy of your insurance policy, or documents attesting the existence of your
company, etc.
3- DESIGN
OF THE SET UP OF THE BOOTH
You need to make yourself and your display stand out from the crowd,
particularly at larger, national shows where you might have ten direct
competitors just a few meters away.
I warmly recommend you to not be cheap because if your space looks cheap
you won’t attract the right customer – unless of course you are looking to
attract cheap!
The booth is your business card and especially if you are a wedding
planner, a wedding stylist or a flower designer, it has to show your creativity
and your style to potential clients….and don’t forget to insert what is
currently “on trend”.
Once you have decided what
type of design you want to go for, sit down with a pen and paper and draw it
out to scale… paying attention to the rules laid down by the organizer of the
event – i.e. most venues will not allow you to hang nails or stick items on the
walls although in some cases you will be able to erect a backdrop or board
behind your stand or a suspended ceiling on top.
Draft a budget: are you in
a position to bear such cost? If so, go
ahead and list what you need: items you already own, objects you could borrow
and you must buy.
My advice: if the design of
your stand includes extra furniture beyond the table and chairs sometime
provided by the organizer, make a test at home: does the space look like
harmonious at the first sight? Is the space too empty or too busy? Is there
enough room to permit the potential client to enter in and see your
proposals/stuffs?
The drawings and a
mood-board are useful to show your idea to the other suppliers or the carpenter
if needed – i.e. if you asked a flower
designer to decorate your booth that presents a catering service.
Lastly, be sure to use an
image of this piece in your marketing materials so that people remember you for
your work!
NOTE: the participation of
MADE IN ITALY WEDDING at a Wedding Fair will be the object of a later
post.
4-MARKETING
STRATEGIES (ADVERTISING, MARKETING TOOLS, FREEBIES & SPONSORSHIP)
ADVERTISING
– before the wedding fair, use Twitter and Facebook space to talk about the
fair and what you are doing in the run up to the fair and connect with other
exhibitors.
INVITATION - The most successful trade show attendees start contacting
potential customers and clients well before the show sending them sales
literature, gift coupons...
Even if you have already booked a client they will appreciate knowing
there is somewhere to go to find their other suppliers.
Don’t expect bookings/sales on the day, couples like to go away and
discuss what they have seen on the day. If they liked what you had to offer
they will contact you after the fair so they must have received your contact
details and some tools reminding them who you are and what you do.
There is a variety of MARKETING TOOLS: business cards, flyers, small
catalogues, DVD with some pictures or music tracks, freebies, photographic
albums…. some more appropriate than others depending on the service you are
offering.
You should be strategic about giving marketing materials away: make sure
that the person in front of you are a
good match for your business before you give away the more costly (to you)
marketing materials: you can give a business card to all the visitors and a
more detailed DVD of your portfolio to more serious potential clients.
At first, make sure you have enough BUSINNESS CARDS available with your
Social Media details on them.
FLYERS & BROCHURES - You will miss the chance to sell personally
when you are away from the booth or are with other attendees. Have easy-to-read
sell sheets potential buyers can pick up and quickly see your benefit.
VISUAL DEVICE- depending of
the service you are offering, it could be a photo book, a TV set up with photos
or videos, a laptop or iPad with a slideshow playing or, in case you are the
manager of a reception’s location, the latest trend is the mask 360 degrees
virtual tour showing the entire building.
Design and print CONTACT CARDS - most promoters will promise you a list
of the brides registering for the fair but you may not receive it for weeks.
Better to collect your own leads (name, wedding and location date, email) encouraging
the potential client with a contest at your booth (i.e. leave your data and win
a discount or a romantic meal for two or an overnight stay in a top hotel, in
partnership with other suppliers). Jot down other notes too to remind their
needed and their special requests to connect with them on a more personal level.
Hang a professional SIGNAGE or a FRAMEWORK with your business branding on it. When people take a picture of your booth, your business name or logo will be part of that memory and if they will post the image on their social networks, they will advertise your brand, indirectly.
FREEBIES - Consider offering a free gift or sample to attendees who
visit your booth, maybe mailing a coupon to them before the show starts. To be honest with you I think that serious
customers have a need for what you sell and won’t buy from you because you gave
them a sweetie, however you can use freebies:
- to get business cards so you can build a mailing list of people you
met at the show,
- to remind them your brand once they get home.
So: put freebies at the back of your stand giving them to potential
clients and make sure that whatever you give away has your business name and
contact information on it for extra promotion
SPONSORSHIP
- many fairs will allow exhibitors to sponsor certain aspects of the event to
gain brand exposure.
Think of everything you could possibly sponsor to become one of the big
“players” at a trade show - for example:
-
taking ads in the trade
show program book
-
if you sell bride
dresses or if you are an hair stylist or make-up artist, you can present your
activities at the fashion show,
-
a pastry chef can put a
(branded) sweetie in the sponsorship
bags offered by the organizer
-
a DJ can propose a
background music,
-
if you offer a catering
service, you can manage the bar/restaurant at the fair,
-
a flower designer you
can ask the organizer if you can decorate the reception…
5-DRESS TO IMPRESS
Statistics
show that when meeting new people the impact is:
7% from what we actually say
38% the quality of our voice, grammar, and overall confidence
55% the way we dress, act and walk to our interlocutor.
7% from what we actually say
38% the quality of our voice, grammar, and overall confidence
55% the way we dress, act and walk to our interlocutor.
So
be carefully when you choose the outfits you should wear during the event.
The look is as much important as the good
looking of the stand.
DURING
THE FAIR
6-HOW TO
BEHAVE
Remember that couples can sometimes be nervous,
make them comfortable being friendly, smiling and approachable letting them
know that you are there to help them find what they are looking for. Be
informative more than business oriented and don’t be too pushy.
People make judgments on you and your business instantly and if
they see someone playing with their phone or eating a sandwich in front of the
visitors, they can think: “will he/she do that at my wedding too?” – so if you
need to take a break, step away from your booth.
Get in front of the table and don’t sit behind it watching people go by
but strike up a conversation with the visitors. Don’t cross your arms showing a
negative mood.
At last, stay all the way until the end
because packing up early looks unprofessional.
7- NETWORK
WITH OTHER SUPPLIERS
One of the biggest benefits
of a bridal show is that it gives you a chance to network with dozens of other
wedding vendors and the networking opportunities are often just as valuable as
the potential clients you might book.
So, set aside time to walk around, have a chat with
other suppliers and exchange cards: this builds
relationships that lead to referrals.
AFTER
THE FAIR
8- FOLLOW
UP
Many of your best contacts
won’t sign orders/agreements at the show and most of the work is done at a
later stage so: after
the show, follow up. FAST. A prompt, professional,
tailored response is a fantastic way to make your company stand out from the
competition.
Be interactive – i.e. Offer
a special post-bridal show bonus or discount that expires within a certain
period of time.
Use the attendee list you
generated – and the one of all the attendees that sometimes the organizer of
the event send to the exhibitors, on request- to send thank-you e-mail, a digital
postcard with an image that reminds your booth (crode), sales
materials and making yourself available to answer any questions. If you have
collected addresses, you can also send a gadget enveloped in an intriguing,
branded, packaging, including a letter
about you and your business.
Above all, confirm any
appointments you’ve set.
Don’t forget to Invite the
reader back to your website or blog and ask them to follow you on Facebook and
Twitter and give them a link to get there easily.
CONCLUSION:
are Bridal Shows a good investment or waste of money?
So is it worth it? It’s
honestly hard to say.
I think the answer depends
from the quality and the type of the service you are offering: a wedding
planner proposing a sophisticated 360 degrees organization, a top location and
suppliers ensuring a very high standard results- in other words: more expensive
– should attend just the more exclusive events to avoid the risk to be too expensive for the type of bride who
typically attends bridal shows.
On the other hand, if
you're new in the wedding business, or your prices are more competitive, or
your work needs some improvement, these shows could result in some contracts to
help grow your business.
Generally speaking,
participating in these events helps with brand awareness.
On
top of that, like I said, bridal shows are great networking opportunities.
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