Tag Archives: bridal show

Bridal Show follow-up makes for Spectacular Success

bridal show follow-upExhibitors in the Bridal Spectacular wedding show, this past Friday and Saturday, were treated to a winter-like-turnout, this past weekend at the Cashman Center.

Brides strolled the aisles with their entourages, surveying Las Vegas wedding products and services. 

PERCeived need and TIMING, Competition and Speed

A few factors create the selling/buying context and urgency for you and each bride.

  • Couples get engaged throughout the year. Depending on their engagement date, in relation to the bridal show, they may be thinking about your product or service… or perhaps not for a number of months. Plan your follow-up, accordingly.
  • Urgency: It is also important to be aware of their wedding date, and how many months from now, it occurs.
  • Show Leads: Bridal Spectacular does a superior job collecting information from all brides that attend the show, including what products and services they need, currently. That information is fed into its show leads email system. Bridal Spectacular has made it easy to compose a few messages for successive emails. The system tracks your email activity. One huge bonus is that sending messages via the Bridal Spectacular email service stops your business email address from being flagged as a spammer. As well, when brides make a decision, in any category,  unsubscribe in categories they are no longer interested in.
  • Booth Leads: Any bride you signed up for a contest or information in your booth, is a sizzling hot lead. That means Monday follow-up.
  • Competition and Urgency: Depending on your business category (photographer, videographer, DJ, venue, etc.,) there are different pressures for follow-up.
    • For example: I observed 20+ photographers and only 1 videographer exhibiting. So the pressure for follow up differs, dramatically.
  • Texting and Cell Phones: If you collected information at your booth, you may have already followed up with a text message. Ideally, your sign-up form should have included a simple permission box to allow for texting or cell-phone communication.
  • Confirming Appointments: I am a big proponent of a custom texting services for morning-of appointment confirmation. It is called Joopz.
  • Emailing: Use the in-house, Bridal Spectacular system and email on multiple occasions, with successive messages.
  • Repeat your branding and show message: With any follow-up medium, it’s important to reinforce your visual branding and repeat an show offer (if you made one), including the deadline.
  • Phone Call follow up: Telemarketing is not for everyone. It is, strictly a numbers game. Often, brides will buy from the next business who calls (from a given category). Will you be the one who calls?
  • Postcards: If you’re thinking about sending a postcard, today, you’re probably too late. Studies tell us that sending one postcard, as well as several emails or texts make a stronger impact than emails or texts alone.

Main Responsibilities: Bridal Show Producer & You

A bridal show producer has the job of filling the show floor with wedding products and services to offer the bride.

Aside from running the event smoothly for set-up and show days, their biggest responsibilities involve marketing the show, effectively, to drive foot traffic from brides and their entourage through the door.

Now, it’s your opportunity and responsibility to garner your fair share (or more) of appointments and sales from the opportunities developed at Bridal Spectacular.

Knock ’em dead!!

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

Bridal Show Attire – Etiquette Part 2

Polo Shirt styleHow your staff is dressed for the bridal show is an important factor, both in communicating a message to the brides and their entourages, as well as a comfort factor for you and your exhibit team.

TEAM EFFORT: Color, Look Style

There are many right ways to present your company. Here are a few concepts to consider. If you are a day-of-wedding vendor, consider attire, consistent with that.

Not everyone need be in formal attire. In fact, that may create a confusing look.

  • Entertainers are often in formal wear at a wedding reception. And if musicians or DJs are working the booth, formal wear is appropriate attire. If there is a ‘company color’ for the vest or tie, wear it. To differentiate the bandleader or DJ company owner from side-men or staff DJ’s, perhaps that individual might wear a suit or pantsuit.
  • Catering Staff are dressed uniformly. That being the case, they have (or own) the appropriate attire. The simply need to be informed, in advance, what the plan is, for the show.
  • Photographer attire can vary with the style of the event or with the photographer, themselves. At the show, it makes sense to present oneself in a ‘default style’, consistent with photography style.

If your business approach is best accomplished by building rapport and with the bride, one should an image, consistent with value and style that best matches your prospective target client.

It’s important to recognize that brides may or may not dress-up for the bridal show. It’s risky to judge their tastes or financial resources by seeing how they’re dressed. It isn’t until you’re engaged in discussion that you’ll get a better sense of your business compatibility.

Trust in this: Your company will be judged based on the uniformity and style of its exhibit staff. Formalwear, polo-shorts and slacks, business attire, and company uniform can all be correct. T-Shirts and blue jeans are almost always too casual. If you’re going to break a rule, have a reason… making a statement is fine; just have a definitive reason.

Comfortable Shoes: The one place your wardrobe may differentiate, with good reason, is choosing comfort over style. You will be on your feet for the better of an evening and a day, not counting set-up and breakdown. It’s not easy to smile and interact when you are in devastating pain.

Communicate with your staff, in advance: Think through these recommendations, and communicate them with your staff by the end of the day, Tuesday. Make sure you’ve reached everyone by close-of-business, Tuesday. That will allow a couple of days for laundering or cleaning.

Stand out against your competition for all the right reasons.

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

Bridal Show Preparation – Counting Down

Bridal Spectacular wedding showThe Bridal Spectacular Fall 2013 Show is just six weeks from now, on August 16th & 17th

Sounds like a long time, but it’s really not. Once the calendar turns past the July 4th weekend, the weekend arrives before you know it. This is the first, in a series of articles about the various phases of show preparation.

Show Preparation

  • Your display at the show
    • Theme Development
    • Decor
    • Attire
  • Selling at the show
    • Marketing/Sales Plan
    • Staff Sales Training
    • Closing Appointments
    • Closing Sales
  • Post-show follow-up
    • Email
    • Texts
    • Surface Mail
    • Telephone
  • Networking at the Show
    • With peers
  • … there could be more, so stay tuned 🙂

This post is the opening volley of this series. It is the prompt to either remind you, or get you thinking.

Over the last decade, more and more exhibitors distinguish themselves with exceptional booth display presentation. Those who don’t make the effort, put themselves at a dramatic disadvantage.

… don’t let that be you!!

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog