So your wedding business is hitting its stride and you're feeling good enough about your cash flow that you’re ready to cut a big check for a big sexy print ad. After careful consideration, you select your publication and when it’s time to submit your ad, you give them this- a blank piece of paper.
Sounds ridiculous, right? Well it's no different than the countless vendors I see spending the big bucks on wedding shows only to come ill prepared.
You know the usual suspects- they come in bleary eyed balancing their coffee with their box of props twenty minutes before showtime. They start shutting down their booth early-- tired after a long day of sitting. Then the worst offenders of the bunch- those who drop off their business cards and run in the other direction before anyone can gently remind them that they really should actually stay for the show.
This blog today, however, is not about them. Some day, I will gather these vendors in a big room, impress them with my analogy and then pull out a chalkboard with the following four affirmations: 1) I will arrive early, 2) I will dress appropriately, 3) I will drink only non alcoholic beverages during the event and 4) I will stay until the end.
Today, it about the rest of us. Like you, I've participated in many bridal shows along the way- the big ones, the small ones, the sold out ones and the unattended ones. After enough shows, you become comfortable- you know who you want to be placed near (Anyone with cake samples!), what you need to drink in order to not lose your voice (Hot black tea with two Splenda!) and how long it takes to set up your booth so that you have exactly two minutes to go before show time (3 hours, 45 minutes and 12 seconds!).
Comfortable isn't bad per se, it just can lead you down a slippery slope of complacency if you aren't too careful.
With that being said- take the following five pieces of advice to heart:
1) Marketing Plan-If you don't have one, get one. If you do have one, make sure that your bridal show goals are in line with your overall marketing strategies and position statement. If not, then get them in line. And quick.
2) Booth placement- it's easy for us to want to be near our wedding vendor friends. After all, Sunday is very often our only day off for the week-- why not spend it near people you like? Being near friends, however, often tempts you to the dark side- that is, chatting and gossiping with your buddies instead of focusing on the task at hand- getting the business. Do not select booth placement based on friends instead of foot traffic- period.
2.5) Speaking of friends, we easily fall into the trap of chatting with only the people we know in town. Dare to break out of that shell and introduce yourself to the new kids on the block- no doubt they will appreciate the gesture and who knows- maybe that's where you'll get your next referral.
3) Be the Bride! Or in other words- attend shows. Are you new to the business and gearing up for your first string of shows? Do your research and hit the road- see what options are out there. Secret shop your competitors. Get booth ideas! Same goes for the veterans- take the hour trip to another show to check out new and fresh designs- whether it be booths, photo albums or marketing materials.
3.5) With that being said, don't forget the cardinal rule- don't take time away from the vendor while they are working their booth. They are there to get brides- not tell you where they got their brochure printed. Grab their business card and contact them in their office the following week.
4) Know your options- I run comparisons of bridal shows for clients all the time and it always surprises me when vendors can't believe how many shows we have in Virginia. I recently customized a list for one client with over 20 (count them 20) options . I absolutely believe in sticking to the shows that work for you-- but if you're looking to expand the business, get out of your comfort zone and add a few more to your schedule.
5) FOLLOW UP-we've heard it all before.... This piece of advice, however, is about how you do it. Yes, you'll more than likely get a list of all registered brides after the show (very valuable, but alas, another blog for another time)- but what about those brides with whom you really connected? Have sign up sheets at the ready and make sure their names get on it. As they walk away, make quick reminder notes about the bride- she'll appreciate you remembering little things about her Big Day. And then CALL them. One vendor recently lamented that she didn't like calling because she didn't want to *bug* them. Remember- you are a RESOURCE to these brides.
Ready to knock that next bridal show out of the ballpark? Then give me a call.
Until next time,
Meghan
meghan@ofdconsulting.com
One plug- if you haven't checked out Marc McIntosh's Secrets of Selling to Brides (http://www.bridalshowcase.com/), I would certainly recommend it. I attended years ago as a wedding vendor and walked away ready to ace my next bridal show.
