Tag Archives: post-show marketing

Tips For Creating a Successful Post-Show Campaign

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With another successful Bridal Spectacular Show in the books, it’s now time for you to turn all of those fantastic leads into clients — and, we have a few post-show tips to help you create a successful post-show campaign.

Set Priorities

After you had the opportunity to speak with various couples during show, you should have a good idea of which ones are your best leads. Segment your leads into different categories of importance, such as hot, medium and cold. First begin following-up with your hot leads and once you have been able to connect with them, you can then move on to the medium and cold leads.

Follow-Up in a Timely Matter

Now that you have determined which couples to begin following up with, it is essential to contact them in a timely matter while you are still fresh in their mind. Whether it’s an email or phone call, a quick response is a great way to help your company stand out from competitors, who may take several weeks to follow-up with couples.

Be Unique and Professional

Just as you put time and effort into creating a unique and professional quality booth to help you standout at the show, you want to put the same effort into creating a great follow-up piece.

Consider mailing a small gift with a personal letter congratulating the couple and request an in-person meeting to further discuss ideas for their big day. If you can’t send a direct mail piece, then you can send a creative email personalized for each couple that also requests an in-person meeting. Also, be sure to use a professional email address, as opposed to a Yahoo or Gmail account. Yahoo and Gmail do not allow bulk e-mails to lead lists, so your efforts will be wasted if you distribute out this way. If you do not have a professional e-mail, hire someone to create one for you!

Create Various Touch Points

The more a couple hears and sees your company’s name, the more they will remember you. In your post-show plan, be sure to include multiple communication touch points with the couple. For example:

  • Send an email blast thanking everyone for visiting you at the show. Keep in mind that emails may go to spam or brides may not read them, so it’s important that you don’t rely entirely on this method.
  • Call your hot leads personally thanking them for speaking with you and request an in-person meeting.
  • Send postcard and/or packet with more information and invite them to your next open house.

Don’t Forget the Call-to-Action

However you choose to follow-up, it is always a good idea to include a bold and compelling message (such as a limited-time offer to book by a certain date) and a strong call-to-action. You can even offer couples an incentive to meet with you in-person, such as a $20 gift card. This will increase the response rate immensely.

Track Your Progress

Be sure you have a way to track all of your leads so no one is accidentally forgotten. In your marketing database or in a spreadsheet, keep track of how many times you have reached out to a couple and how you communicated with them. Trying a different form of communication may produce better results.

Remember, persistence is key! If you don’t hear back right away, don’t give up. Depending on what planning stage the couple is in, you can send a special offer a few months down the road, invite them to a future open house, or even the next Bridal Spectacular Show in January!

The 2015 BSPI National Survey Results are in — Bridal Shows are Paying Off!

The Bridal Spectacular Team recently had the opportunity to attend the 2015 Bridal Show Producers International Conference (BSPI) where they shared fascinating stats and information about vendor’s experiences with bridal shows. BSPI used The Wedding Report to survey 951 wedding industry companies just like yours, examining both vendors that do and do not participate in shows. The survey was comprised of a wide-range of businesses, including photography, venues, hair and make up, florists, DJs and many more as noted in the chart below.

BPSI_Vendors SurveyedOut of the 951 vendors surveyed, the businesses that consistently participated in bridal shows increased their revenue by 10 to 50% — the national average saw an increase of 35%. In addition, companies that attended bridal shows also produced 132% more weddings and generated 94% more income than companies that did not exhibit. Another interesting fact, statistics show that about 34% of couples planning weddings do attend bridal shows during their planning process.

BPSI_132% More Weddings

BPSI_94% More Income

Some vendors even reported that as high as 50% of their business comes from exhibiting in bridal shows, while the smallest percentage still reported they received at least 10% of their business from leads they met a show. So, if your company is not exhibiting, that is up to 50% of potential business that will be going to your competitors instead of you.

What does this mean for ROI? Of those surveyed, companies reported that 1/3 of their annual business comes from leads they met directly at a bridal show. To top it off, the vendors who were proactive and had a great post-show follow-up plan saw 19% of their annual business come from following up with the leads they met at a show.

BPSI_Show ROI

Does your company have a strategic pre and post-show plan in place? The companies that were surveyed certainly do! In addition to attending bridal shows, the below graph shows what these businesses are also doing to supplement their lead generation efforts.

BPSI_Other Marketing Tactics

When evaluating all of this insightful data, it validates that exhibiting at bridal shows not only helps vendors achieve more brand awareness and gain more qualified leads, but also the amount of business and revenue generated from these leads provides a considerable ROI.

When companies coupled a comprehensive marketing plan with consistently exhibiting at bridal shows, the results spoke for themselves. Not only are these companies generating more leads and revenue, but they also giving their competition a run for their money!

As Las Vegas’ longest running regional wedding Bridal Show, Bridal Spectacular can help you reach qualified brides at prices every business can afford. Please visit BridalSpectacular.com for details and more information.

Tips for Following-up After the Winter Bridal Show

And that’s a wrap! In just two days, 2,500 brides, grooms, friends and family joined us this past weekend at Cashman Center, making the 2015 Winter Bridal Spectacular Show one of our most successful shows yet.

In our last blog, we provided some great tips to help you gain more clients before and during the show. Now, we are going to share a few post-show practices to help you create a successful follow-up campaign.

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Follow-Up Immediately

It’s imperative to maintain the momentum you’ve built during the show and contact your leads while you are still fresh in their mind. Whether it’s an email or phone call, a quick response is a great way to help your company stand out from competitors who may take weeks to follow-up with couples.

Set Priorities

After you had the opportunity to speak with various couples during show, you should have a good idea of which ones were your best leads. Segment your leads into hot, medium and cold and focus most of your efforts on the hot leads. Then once you have been able to connect with them, you can move on to the medium and cold leads.

Be Original

Just as you put time and effort into creating a unique and professional quality booth to set you apart at the show, you want to put the same effort into creating a great follow-up piece. Consider mailing a small gift with a personal letter congratulating the couple and request an in-person meeting to further discuss ideas for their big day. If you can’t send a direct mail piece, send a creative email personalized for each couple that also requests an in-person meeting.

Reach Brides_Crowd at Show

Have Multiple Touch Points

Repetition, repetition, repetition! The more a couple hears and sees your name, the more they will remember you. In your follow-up plan, be sure to include multiple touch points with the couple. You can begin with a phone, then send an email or text, and perhaps a direct mail piece or packet with more information. Keep in mind that emails may go to spam or brides may not even read them, so it’s important that you don’t rely entirely on this method.

Don’t Forget the Call-to-Action

However you choose to follow-up, be sure to include a bold and compelling message (such as a limited-time offer) and a strong call-to-action and deadline. You can even offer couples an incentive to meet with you in-person, such as a $20 gift card. This will increase the response rate immensely.

Track Your Progress

Be sure you have a way to track all of your leads so no one is accidentally forgotten. In your marketing database or in a spreadsheet, keep track of how many times you have reached out to a couple and how you communicated with them. Trying a different form of communication may yield better results.

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Remember, persistence is key! If you don’t hear back right away, don’t give up. Depending on what planning stage the couple is in, you can send a special offer a few months down the road, invite them to an upcoming open house, or even the next Bridal Spectacular Show!