Tag Archives: wedding professionals

Bride Expectations for Bridal Shows

Wedding Professionals have expectations when exhibiting in Bridal Shows. They might come in the form of names-captured, appointments, sales, or any number of other factors.

What are the reasons that brides attend?

While not absolute, recent research by bridal show producers indicates a number of specific set of expectations that many brides have. In planning your strategy and tactics for exhibiting, it’s important to be aware of what brides are looking for, and do your best to find ways to have their outlook intersect with your goals.

From most important to least important:

  • Get help in planning
  • Get ideas
  • Have fun
  • Make many buying decisions in one place
  • Deals
  • Meet vendors face-to-face

This list may not contain any big shocker, but it does help you focus your strategy resonates with brides’ expectations.

One reality is: Brides are predisposed to enjoy the wedding planning process, and a bridal show is a social part of that experience. They want to have fun, assimilate new ideas, and have an opportunity to make multiple decisions.

An experienced wedding professional knows that the decision-making process for brides is often overwhelming.

Ask yourself:

“What can I do to make it easier for a bride to book an appointment or make a buying decision?”

Remember, the bullet-point list is a set of expectations. It is not necessarily going to be precisely what they will experience.

Preparation for the bridal show requires that you refresh your ‘wedding professional – bride’ conversation to ask key probing and bonding questions, and communicate important benefits, of your company, for each bride.

To the degree that you identify and practice the skill of addressing focused points, quickly, you can work toward booking an appointment, quickly.

In the next post: After attending a show, why did brides find important?

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

The Art of Post-Meeting Networking Communications

Thank YouIn Las Vegas, it only seems one like one can attend a networking meeting every week night. Actually, when one includes lunches, it’s even more than that.

It’s important to pick your spots and maximize both your involvement and communication with others. And that includes more than just the time at the event.

Depending on the nature of a Thank You or acknowledgment it might take one or more of several forms.

  • Phone Call
  • Email
  • Public Post on Facebook
  • Private Message on Facebook
  • Text Message
  • Postcard
  • Handwritten note

Who thanks who?

  • Whether you were an attendee or a sponsor, consider thanking the event host for putting together a successful event.
  • Thank any or all vendor-sponsors, of note. It may be donation-as-promotion, but it takes a collection of them to make an event great.
  • Did you meet and talk with a number of interesting people? While you still have those conversations fresh in your mind, let those people know.
  • Thank the host venue, in particular. No networking event is successful without a venue that excels. They are generally looking for several things: A successful turnout and fun event, fresh awareness of their venue, referrals of future business. If you take a moment to thank them, in the present tense, it does a lot to fortify their feeling of success and begin a relationship, with them.

Public vs. Personal-Private Communication

I’m of the opinion that we reflexively respond publicly (such as Facebook posts) when a private communication would be more appropriate.

A thank you, in any medium, made directly and privately, adds specific importance and intent to your thoughts and appreciation. A public acknowledgment is more of a shout-out, which, if not shaped properly, comes across like name-dropping.

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

Timing is Everything: Best Time to Contact The Bride

When it comes to follow up after a bridal show or when contacting your bride leads from various sources, timing is everything.  While it won’t hurt to send all the brides a blanket e-mail at the same time, targeting the brides who are in the right time frame for your product will bring you a better return on your investment.

When Will She Choose Her Flowers?

The time frame will vary depending on your wedding service or product and if you don’t know the best time to contact the bride planning a Las  Vegas wedding, do a little research to determine the optimum time.  A great source of this type of information is The Wedding Report.

Their recent Sept 2012 Wedding Trends report asked brides  “How far from your wedding date did you purchase your flowers & decorations for the ceremony and reception?

The responses reported by TheWeddingReport.com were:

Brides purchased their flowers Distance from the wedding

  • Less than 1 month before                     8.6%
  • 1 to 3 months before                              14.5%
  • 4 to 6 months before                             23.8%
  • 7 to 9 months before                                21.0%
  • 10 to 12 months before                            21.7%
  • 13 to 15 months before                             4.2%
  • 16 to 18 months before                             2.3%
  • More than 18 months before                  3.7%

If you are a florist and sort your list by wedding date and use the 3 higher percentages in the middle as a target date to contact your brides, you have a much better chance of reaching your brides at the time they are ready to make a buying decision.

Brides who attend our bridal shows are typically planning anywhere from one month to 18 months before their wedding dates, so you will talk to brides at all stages of their wedding planning.  When talking to the bride at your booth, qualify them quickly in order to determine if they are still looking for your product.  If they are not, send them nicely on their way with “enjoy the rest of the show”.  If they are, fill out a hot lead follow up card so that you can call them or e-mail them right after the show and then follow up again in the right time frame for their purchase.

Often the standard advice articles in wedding planning timelines are quite off for the actual planning timeline for todays brides.  Many are planning farther out than any of the standard guidelines as they need more time to save up for their weddings and some are waiting until the last minute for everything.

So, yes, timing is everything, but getting the bride to be open to your attempts to contact her are much easier if she has already met you.  When you meet her face to face at a bridal show, make sure you tell her you will be e-mailing her with more information.  That will help her be less resistant when the e-mails start hitting her mail box.  TheWeddingReport.com also reported in their  2012 Marketing Insight Report  that more brides are planning to attend bridal shows and use wedding print magazines  to help them make their decisions than ever before.  The more of these marketng tools you use to get your branding in front of the bride, the better your chances are of booking her.

The Bridal Spectacular bridal shows, Spectacular Bride magazine and BridalSpectacular.com are three marketing tools we offer to help you reach the Las Vegas bride.  Call us at 702-368-0088 for more information.