Wedding season is heading at us fast and furious, and with that, comes the rush to finalize marketing strategies for the remainder of 2016. How you invest your time and money wisely is an important decision, one that shouldn’t be taken likely.
Weddings shows are a tried and true method for capturing engaged couples but oftentimes, it’s a can be a headache to determine what may be the best fit. To assist you in your decision process, I’ve included some of my top questions for qualifying whether a wedding show is the best fit for you:
What does their website look like?
A bridal show’s overall branding is essential- especially when it comes to their web site, which is often the first point of contact with customers. The idea web site should be professionally designed, focused on user experience and remain consistent with other branding. Today’s brides and grooms spend much of their time on their phones so make sure the site is responsive and their mobile version is easy to navigate. Remember- the minute you align yourself with a show is the moment they become an extension of your own brand.
What is the average attendance?
A successful show is one that connects you with your target audience so don’t be afraid to ask the hard questions before making a deposit. Inquire as to the show’s previous attendance numbers, in particularly, the number of engaged couples in attendance. Personally, I focus on quality over quantity- I’d rather someone way away with 25 strong leads versus 1,000 that are clearly not their target market. If this is the first time the show has been in the area, then check out their records in other regions.
How are they getting the word out?
How a show is marketed speaks volumes to an exhibitor’s commitment to bringing you the best prospects for your business. Be sure to ask about their promotional strategies- from media buys and sponsorships to social media presence and PR plans. This is especially important if the show is new to the area and you don’t have past attendance records to go on.
How is the producer staying on the cutting edge?
In order to see long-term success, it’s imperative to evolve. This is especially the case for wedding shows, as today’s modern engaged couples are tech savvy and expect to be inspired. The best wedding producers are ones that continue to stay in the know about tradeshow technology and best practices.
Aligning yourself with the right wedding shows will no doubt lead to a prosperous 2016 and beyond. Just keep in mind the above when qualifying the opportunities, and you’ll soon be celebrating the success of a smart investment.
Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting, which specializes in getting wedding professionals their brides. She is a highly sought after industry speaker and serves as a Public Relations adjunct professor for Virginia Commonwealth University, specializing in PR writing and brand promotion.
