Do you have any clients who were engaged over the holidays or may be hoping for a ring on Valentine’s Day? It’s that time of year, and you might want to consider participating in a bridal show or two. Bridal shows are 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. Bridal shows are a great place to sell your services and to tell the story of why the bride and groom should work with a honeymoon specialist.
Here are some factors to consider when choosing bridal shows in which to participate.
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Size. Many larger urban areas offer several shows. Typically, bigger is better because you reach more brides and generate a larger database for the cost of your booth.
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Location. If there are several shows in your area, be sure to participate in the best ones. Shows in convention centers and hotels where an admission fee is charged are better than mall shows. Your chances of a successful show will be greatly increased by the financial commitment, and you want brides who are committed and are attending the show to make all their wedding plans.
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Demographics. Many markets offer high-end shows. What you need to determine is whether the cost per bride is a good value or whether the show is primarily designed to showcase designer wedding gowns.
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Season. Although January generally is the top month for bridal fairs, February and March are not far behind. The prime time for engagements is around the holidays, so shows during late winter and early spring tend to have the best attendance.
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Duration. Weigh the costs in time and money of entering a bridal 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.
BONUS:
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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, and wedding dates, you’ll be limited in how you can follow up with prospective brides and grooms. To prevent wasting time and money following up on leads, make sure the data will be separated into brides, grooms, mothers of brides/grooms, guests, bridesmaids, and family members.
This week’s Friday Five post was based on material in The Travel Institute’s Honeymoons and Destination Weddings niche specialty course.
