5 Tips for Bridal Show Success

By Kim Horn, MBC™, Arizona Bridal Source, PhoenixThese days it seems that bridal shows are a dime a dozen. Although they remain a solid way to garner new business for planners and vendors in the wedding industry, the decision to exhibit should not be entered into lightly. Here are some tips that will help you choose wisely and experience the greatest success.1. Find the show that’s right for you.Some shows bring in 50 new brides, while others bring in 500 and still others 2,000. If you pay $850 for a booth and reach 2,000 brides, your cost per bride is 43 cents. If you pay $650 for a booth to reach 50 brides, your cost per bride is $13. Since bridal show producers normally inflate their numbers, speak with exhibitors you trust for a referral. These wedding vendors can give you a realistic outlook on the price per booth and the amount of brides to expect. Check out the show’s marketing plan as well. Some only advertise through social media and doing e-mail blitz by harvesting names from local vendors. Work with a trusted and respected bridal show producer who advertises on radio and TV to reach new brides. Another factor is other exhibitors. If there are only 30, you have more “face time” with each bride. If there are 600, you have less “face time,” and the number of exhibitors will overwhelm brides. Ask if there is a maximum number of vendors per category or if you will be exclusive.2. Location, location, location!You’ve heard it a thousand times, right? When selecting a bridal show booth, you need the best location, with high traffic flow, that’s within your budget. A corner booth at a premium location will get you better traffic than a 5' booth in the middle of a row toward the back of the show. Would you recommend a couple put their parents’ table at the reception in the back corner of the room? Review a floor plan and schedule of events with timing from the bridal show producer. Find out when the bridal fashion shows happen and see if they are in the same room or an adjoining room. Being next to the fashion show gets you traffic before and after; yet, if the fashion show is in the same room, it may be difficult to talk to people, since the runway music will be loud.3. Design to attract the perfect client.When designing your bridal show booth, you need the booth dimensions, draping color, and overall plan ahead. Find out what is included with your booth, and how much additional items cost. Is there carpeting or concrete? Is the show inside or outside? Is electric included for lighting the chandeliers in your booth? Will you be charged extra to load in lounge furniture for a cozy atmosphere in which your brides may relax? Remember to keep in mind the size of your booth. Many people cram more into a 10’ x 10’ booth than their entire workspace at the office. When designing your booth, project your brand targeting the type of bride or couple you want to capture. Draw them into your booth by staggering your products and signage at various heights for interest. Too many unorganized items look cluttered and may distract from your purpose.4. Working the booth.Have motivated and energetic people assist you, rather than someone who just sits in a chair behind a table. Hospitality, charm, and genuine interest attract guests to your booth. Be aware of the professional brides who come to every show for “freebies,” however. If you allow it, they will ask you 1,000+ questions to “pick your brain” for free. Have your calendar available to schedule appointments, and identify the dates you are already booked. You may want to offer an incentive for brides who have wedding dates on non-premium days, like Monday through Thursday, to fill up your calendar. Consider having a drawing at your booth to capture leads. Get all of the details you need (name, address, email, wedding date/timeframe, etc.) for follow up—and then follow up promptly when you get back to the office, before the bridal show releases the list of names to all the exhibitors.5. Build vendor relationships.Vendors exhibiting at bridal shows are yet another networking tool. Expand your vendor base by meeting those who are exhibiting face-to-face. See their product and services in person. As a fellow exhibitor, you can pass out your cards and network during setup. Avoid networking with vendors during the show, particularly those who choose not to exhibit and then want to pitch their company. Reserve show time for potential clients.Following these few simple tips for exhibiting at bridal shows will help get you to new leads and greater success in your marketing efforts.