Valentine’s Day is just around the corner, and many of your clients will soon be getting engaged! Exciting times ahead! It’s that time of year, and you might want to consider participating in a wedding show or two. Attending wedding shows is one of the most effective ways to market yourself locally.
Whether you are a large retail agency or an independent agent who specializes in honeymoons, you will reach a very desirable audience. Wedding shows are a great place to sell your services and tell the story of why the bride and groom should work with a honeymoon specialist.
Here are five factors to consider when
1. Size. Many large metropolitan areas offer several shows throughout the year. Some people may think bigger is better because you can reach more couples and generate a larger database for the cost of your booth. However, keep in mind that the quality of the lead is more important than the quantity. The fee for most 8′ x 10′ or 10′ x 10′ booths at larger shows can vary from $1,000 to $3,000 for a booth, especially if they are multi-day events.
2. Location. If there are several shows in your area, do your research on each one. Ask the producers of the show questions about how they market the show, how much money they spend on marketing the show, how long they have been producing the show, and if you can get references from other vendors. Shows that charge an admission fee often are better than shows that do not because those attending want to be there and will pay the admission price.
3. Demographics. Many markets offer high-end shows. What you need to determine is whether the cost per attendee is a good value or whether the show is primarily designed to showcase designer wedding attire.
4. Season. January generally is the top month for wedding fairs; attendance is high, and many couples are actively shopping for the services they will require, including their honeymoon. February and March are next in popularity. The prime time for engagements is around the holidays, so shows during these time frames tend to have the best attendance. Normally, January shows will have a high percentage of couples who are looking to get married in that calendar year but have not yet made honeymoon plans—these are your prime prospects.
5. Duration. Weigh the costs in time and money of entering a wedding show that lasts more than one day. Longer shows may make it difficult to maintain the energy and enthusiasm needed to interact with prospective clients. If you choose a longer show, consider having more than one person to staff the booth, and alternate schedules to ensure that everyone stays fresh and enjoys the experience.
TWO BONUS TIPS:
Data Collection. Make sure the show producers will collect enough information to justify the cost of the show and your time. If all you will receive are names, addresses, email, phone and wedding dates, you’ll be limited in how you can follow up with prospective brides and grooms. To ensure that you don’t waste time and money following up on leads, make sure the data captures the information for the brides or grooms, rather than bridesmaids or family in attendance.
Competition. Find out how many travel agencies will be exhibiting at the show, or at least determine the number of companies per business category—such as travel—that the show allows. The less competition you have at the show, the better. If 10 travel agencies are all following up on the same leads from a single show, it will make producing sales that much harder than if there were only four or five. Ask if you can pay to be exclusive.
