Are Bridal Shows Worth IT?

Is exhibiting at a bridal show the right thing for you? How do we, as photographers, cake bakers, disc jockeys or limo drivers know whether bridal shows are right for us, and how do we create a booth and an experience that’s more joy-inducing than nauseating? For some brides, it’s the first thing they want to do after getting engaged is look for bridal shows. For others, the mere thought of attending one can give them hives. Why are bridal shows so great? In a world that’s run by technology and social media, can’t you just advertise online? Well, sure, that’s one way to do it, and yes, you’ll see results from banner ads and wedding website listings. Your website and social media are a great way to make the initial consultation. Brides often research online for trends and vendors before booking appointments. It’s essential to have an online presence to make those first impressions. However, if you want to seal the deal and secure that contract, you need credibility, face-to-face interaction, and exposure. These factors – along with many others – are something that a bridal show will easily give you access to. This past year, I finally decided to sign up for my first bridal show. Between September and February, I participated in three area shows, with varying degrees of success. Read on for tips, ideas, and a breakdown of my costs! Choosing a Show If your market is anything like mine, bridal shows are plenty but often hard to get into. There are the big shows who pull in big numbers but don’t start advertising until a month out. Then there are the small shows, usually put on by venues, but often only allow one photographer to participate. In short, this is something you need to be thinking about ahead of time. I recommend you sign up for any larger show at least 3 months out, because organizers often give the best booths to the first vendors. As for smaller venue-run shows, when you see one happen, contact the venue immediately afterwards and set up a time to meet and chat. Once you feel comfortable with your relationship, ask them how you can be a part of their next bridal show. Entry fees for shows can range anywhere from $300 to over $1500 depending on your market. Head into the show with clear goals about what you’d like to get from it (like “I want to book 2 weddings and exchange business cards with 5 vendors”), so you know whether the show was worth the investment in the long run. Setup How you present your booth can affect your sales tremendously. Whether you have a plethora of bridal wares on display, or are promoting services such as wedding planning, catering or photography, step back from your booth and view it as a blank canvas. Use your own creativity or ask a consultant to “paint” a pleasing merchandising layout. Booth panels offer surfaces on which you can display large images of wedding couples, effective text and subtle hues using vibrant splashes of color. The interior of your booth should incorporate plenty of room for patrons to move about. You may decide to place display tables in the center of the booth to create a natural flow, rather than around the edges or in front. Refrain from overstocking; too much merchandise can dull the senses. You might include a mannequin or two dressed in stunning wedding attire, and several fresh flower displays. You could also use dramatic lighting, in addition to a professionally produced video, to market the various aspects of your business, such as your ability to help the bride and groom look their best on their big day. Low-Cost Despite being on a tight budget, don’t give in to the lure of the provided table and chairs. Sitting behind a table in your booth is literally creating a barrier for potential clients. Graciously thank the venue for providing you with the items, then fold them up and move them elsewhere.