I have written about the Perfect Wedding Guide’s Nashville Winter Bridal show before and how it always seems to be able to beat the odds. Yesterday I had the pleasure of working this year’s show for a friend in the floral business and I kept getting asked the same question by the other vendors:
How do they manage to keep growing this bridal show when all the other shows in town are either stagnant or dropping?
A little history first. The first round for this show was in the winter of 2011 and the market was dominated by a long running show held at the convention center. Lisa booked this unknown entity into a smallish ballroom in local hotel. She had 50 vendors and 350 brides. Fast forward to yesterday. There were over 120 vendors (with many turned away because of the capacity at the venue) and over 1000 brides. Don’t we all wish we could grow our companies that quickly.
My gut level response was that they do an amazing job of email and social media marketing and that the Nashville part of the team is committed to being highly visible within the local wedding community. Somehow I knew there had to be more, so I just called Lisa Schneider, the Nashville producer and asked.
Lisa credits their success with
“staying relevant to the end-user and paying close attention to where the brides are and placing our marketing there.”
That may sound simple but it really isn’t. So many wedding vendors tend to either stick with what worked in the past or to rely on how they take in marketing.
Think about this. According to Schnieder,
“…it has been progressive and we analyze everything every step of the way in real time. Even on Christmas day we were pouring over the Google stats to see what ads were working and which weren’t. I have to give a lot of credit to our amazing IT team for getting the adjustments made as quickly as we came up with them.”
That is dedication, my friend.
Here is what one of the local TV stations had to say. One thing they got wrong, this wasn’t just about budget brides. The brides I talked to ran the full spectrum.