How to Choose the Best Wedding Show
Wedding shows—events geared toward prospective brides or grooms, showcasing a wide variety of wedding-related products and services—are one of the most effective ways to market your honeymoon travel services within your local market.
Whether you are a large retail agency or an independent agent who specializes in honeymoons and destination weddings, you will reach a very desirable audience. Wedding shows are a great place to sell your services and to tell the story of why the couple should work with a specialist.
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For travel advisors starting out in the romance travel business, or for those who aggressively seek additional business beyond referrals, the most efficient search involves investing your time and energy looking for customers where they are most likely to cluster. One such location is the wedding show. But how do you choose which show is right for you?
Here are some factors to consider:
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.
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.
Demographics. Many markets offer high-end shows. What you need to determine is whether the cost per bride or groom is a good value or whether the show is primarily designed to showcase designer wedding gowns.
Season. January generally is the top month for bridal fairs; attendance is high, and many brides 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 brides who are looking to get married in that calendar year but have not yet made honeymoon plans—these are your prime prospects.
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.
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. Obviously, 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.
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 numbers, 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 families in attendance.
The important thing to keep in mind is that you should choose your show and make any required deposits early because some wedding shows fill up very quickly. And, more importantly, you should use the time prior to the start of the wedding season to educate yourself on this much-in-demand specialty area.
