Marketing at a wedding show does involve investment which can seem risky, especially if you have never tried paid advertisements before. However, in the grand scheme of things, it is incredibly effective. It should only cost about the same as one traditional advertisement like tv, radio or newspaper ads, but have more impact and immediate results. Still, we want you to get the most out of your investment. Here are some tips to finding the right show or shows to plan your attack:
- Find out how many years the show has been going on. Wedding shows are best known from word-of-mouth. The longer the show has been around, the more familiar brides are with them and the more likely they are to return. They may have attended years before as a bridesmaid and will be likely to want to return as a bride.
- Check out the shows' marketing campaign. Make sure they are advertising their show as effectively as you market your business. They should be investing not only in regular media resources, but also social media, like Facebook and banner ads. We can't remind you enough of the stats about brides being in the 19-35 demographic, so the show should be advertising as such.
- Research the shows' attendance records. Find out past years' attendance. We don't need to tell you more brides means more reach. Make sure that when you are getting the tally of brides. Usually only 1/3 of show attendance numbers are actually brides. The rest are usually bridesmaids and Moms because brides love an entourage.
- Find out if admission is free. You would think that the lower the cost of attendance, the more brides. While this may be true in a lot of cases, sometimes it's not always the quantity, it's the quality. You want to attract brides serious about the process. You want brides who are there to book. It also keeps out the mock brides and random hotel guests looking for something to do. Charging keeps it a professional environment.
- Look for references. Past exhibitors are usually all too happy to tell you about their experiences with a show's staff. This can speak volumes about the level of professionalism you are dealing with and how organized the show itself is. The staff is the first face your potential clients see and if it's an unhappy or confused one, you usually end up with unhappy and confused brides.
Other factors to look into once you have decided on a venue:
- Is there a fashion show? If so, who is doing the makeup? This could be another strategy within a strategy. Doing the makeup for the show's fashion show is a very captive audience, a walking portfolio.
- Is parking included and is it close? Thiswill help you be prepared on the day of the show. You always want to start a show stress free and focused.
- Where am I located on the floor? Try not to be too close to another makeup artist or salon. Nothing is more annoying as a presenter than dueling demos. The prime spots are on the ends of the rows. Marketing is always about location. Usually there is an extra charge to pick your spot, especially on the ends.
Research any investment you make, especially when it comes to your business. These suggestions should help you get on your merry way. Next week we will spotlight some do's and don't for wedding show presenters. Knowing the ins and outs can make for a very successful bridal season for your business. Good luck out there!
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