Bridal show ROI and goals are interesting things. If you think the only goal of a bridal show is to book brides at the show you are missing most of the opportunities.
I had a most interesting conversation last week with a florist concerning his recent booth at a bridal show. Now this was a small show, but popular among the luxury wedding vendors. Our florist knew that booking more than one or two brides from the show was probably a pipe dream, but he had another goal.
You see, there was a planner in town that he had been stalking (only in the business sense of the word) for several years. This planner was known to use the same vendors over and over, throwing them a ton of work. If our florist could finally get the planners attention, it would mean a lot of additional business.
Time for a little research. Our intrepid florist made it his business to learn every thing he could about the planner’s style. He scanned images on her Facebook page, in local magazines and on her website and looked for patterns. Of course there were patterns, we all have them. Then he designed his booth to reflect her style, down to the use of her personal favorite color.
Like I said, it was a small, lightly trafficked show and the vendors had plenty of time to schmooze. Our florist chatted with friends in adjacent booths but stayed pretty much in his booth. In other words, he didn’t approach his target at all.
The target found him.
On the planners FIFTH visit to the florists booth, as she oooo’d and ahhh’d over a particular bouquet for the fifth time and the booth in general she invited the florist to lunch for the following week.
That my friends, is how you bag an elephant!