I NEED TO BE UP CLOSE AND PERSONAL

Every vendor I have ever talked to about doing a bridal event has told me that. What that really means is that most vendors don’t want to be buried in a corner somewhere at the event where their exposure to potential consumers is limited. They want to be in areas where the action is. Every bridal event I’ve been involved with has certain aisles, spaces or places that really lend themselves to this action. What’s crucial is getting to those areas before your competition does and that means securing your contracts as soon as possible with the bridal event producers.

Being there before the competition is especially crucial if there are going to limitations on the number of participating vendors in certain categories. Last-minute vendors usually pay a premium. Many times if the product category is one where there is a lot of competition as a vendor, you could end up missing the event all together because the limit has been met for that category. Sign up early, get the discounts, get a great location where the action will be and keep your competition to a minimum whenever you can.

I COULDN’T TALK TO EVERYBODY.

I MIGHT HAVE MISSED SOME OPPORTUNITIES TO SELL MYSELF AND MY SERVICES.

It can and does happen. Some of these bridal events are so well attended that there is no possible way you could talk to everyone who may need what you have to sell. So what has to be in place to make sure you get a chance to talk to everyone after the event is a solid database of leads. Almost every bridal event has some sort of way of gathering this data. 

Many of these lists have just the main ingredients: name, address, telephone, email, date of wedding. A lot of these events are gathering some great details to go along with the main ingredients that can include what they have in place and what they need to complete their wedding plans. More information doesn’t always translate to more sales but it never hurts to have as much as you can about a potential customer. Ask what details you can expect to receive from the data base of the bridal event you’re planning on investing your money in.

ASK SOMEONE YOU TRUST

Get the opinion of those vendors who have attended these bridal events, asking them what they’d do to be successful. It’s the easiest thing to do and it never costs a dime. Most of them will probably give you some kind of feedback that can help you make it a better event. They’re more than likely interested in sharing with someone their experience and will give you all the good stuff and what to watch out for.  It’s the best information for the price!

IF I DID A BRIDAL EVENT, I’M NOT SURE WHAT I NEED TO DO TO BE SUCCESSFUL.

Ask the bridal show producers, it’s in the bridal show producer’s best interest to make sure you’re going to be successful at their event. They want you to come back in the future so why wouldn’t they share some trade secrets with you? One of these shows even has a seminar to give potential vendors some great ideas and tips to make the vendor’s experience a successful one. Check into all the support services being offered by these bridal shows. The really great bridal shows have a solid program for vendors that help prepare them to win at their events.

Submitted by Bud Healey, a marketing consultant with more than 35 years experience in event marketing. Healey works with Legacy Media / The Wedding Guide of New Mexico and The New Mexico Wedding Expo.