I know, it’s only October but you need to be on top of this. Bridal shows are expensive and for many of you they are a huge part of your marketing budget. It is critical that you choose well.
The options seem to be endless these days. There is everything from the giant mega-shows with 500+ brides to tiny intimate invitation only shows. There are Thursday evening shows with cocktails and Sunday afternoons with tea. There are little hotel shows and members only show. There are church shows and temple shows and shows in the mall. How do you choose?
There are three keys to choosing the right show for you.
- Know your target market. No, your target market isn’t “brides” and if you say that I might just leave the room. If you are a regular reader then you know all about how to define your perfect bride. She is the one that you know you work well with.She is the one that has similar taste to your. She is the one that has the budget for your product or is willing to let you work with her to make the numbers work. You know where she works, you know where she hangs out and you should know what her hobbies are likely to be. If this is an area that you need to work on then here you go. Define Your Market- Then Target It (this is from the Members Content side but I am bringing it forward for the sake of this article)
- Know about the show. What kind of track record does it have? How long has the producer been in business? Are they using accurate numbers to promote the show. In short, how is their reputation. Do they do what they say they will do. Talk to some of your other vendor friends if you haven’t done the particular show before.
- How is their promotion? Many bridal show promoters spend all of their time marketing to wedding businesses and not enough time marketing to brides. You need to be sure that they are marketing to bride even more heavily than they are marketing to you. Without brides you have wasted your money. What’s more important is who is their target market bride. Does she mirror the bride in your target market. This is very important. Why waste your time and voice speaking to 500 brides that probably can’t afford you anyway. If on the other hand, if your bride is a low-budget bride and you make your money off volume like Wal-Mart, you don’t want a show with only 75 very hip, well-heeled brides. Are your brides traditional or trendy? Is the show traditional or trendy. Find the show that matches.
Bridal shows are big business today. The can be a big part of your marketing, particularly the January and February show cycle.
Once you have selected the right show for your particular wedding niche. You need to know how to make the most out of