Bridal show season is nearly upon us so I thought I’d bring you my top ten tips for a successful bridal show. Because I wanted to go a little more in-depth that a bullet point list I am breaking them up. Today’s installment is all about what you need to be doing before the show, then tomorrow we will tackle the show itself.

1. Design your booth early and do a trial run. You need to know what is going to be in your booth and what distinctive features it will have so you can use that information to design all the other bits that go with a successful show. Consider traffic flow and the surrounding vendors in your plan.

2. Use a distinctive feature from your booth design in your sales collateral. Put something memorable in your booth and then have that same thing on your printed material and your after show email layout. A great example is for a bridal salon to use a very hot, unique gown in the very front of the booth, say red for example. It may not be the gown you sell the most of, just something that will stick in bride’s memories. Then when they see that same gown on your sale material they will remember you. Your unique design feature can be an unusual cake, or centerpiece, or a remarkable print; anything that stands out.

3. Create good signage. Just setting your business cards out is not enough. Your sign has to be large and distinctive. If your show allows it, consider paying to have yours hung from the ceiling of the convention hall. Be sure to tie that image into your sales material too.

4. Most show promoters do a good deal of pre-show publicity across a range of media. Get with the show promoter about getting a spot on their TV exposure or writing an article for their website, blog or any print outlets that are covering the show in the weeks running up to it.

5. Do your own pre-show publicity. Send out a press release if you are doing anything noteworthy at the show like participating the fashion show of giving show day discounts. Talk about it in your social media outlets like Facebook, MySpace, Twitter and your blog. Send out a pre-show email blast and/or postcard inviting bride specifically to your booth.

That will keep you busy for today. Tomorrow I’ll look at what you should be doing at the show itself.

For more good stuff on bridal shows, subscribers can check out this month’s Marketing Column at Think Like A Bride.

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