April 19, 2014

Bridal Show follow-up is key to closing sales

Email & Snail Mail

Email & Snail Mail

You can meet countless brides at just one wedding trade show. Meeting brides is basic, but bridal show follow-up is key to closing sales.

Brides stroll the aisles with her entourage, having abbreviated discussions with a plethora of wedding vendors. She has a stack of information, propaganda, coupons, discounts, sales pitches, parlor games, fashion shows, and general hoopla.

By the end of the day, a bride has collected a bagful of wedding information: printed matter, CD-ROM’s, DVDs, buttons, stickers, and who-knows-what-else. When she gets home, more often than not, that bag of information and goodies lands in a corner, to be visited later, or sometimes, never again.

In recent years, when attending bridal shows, I have registered as a groom for research purposes (with permission of the show producer). The shocking result was a severe lack of follow-up.

Few businesses execute organized telemarketing. Email and snail mail are typically utilized by about 5% of exhibitors.

The basics of email and snail-mail

  • Concise subject line
  • Concise, well written copy
  • Sent out promptly
  • Included a call-to-action

Communicate with every qualified prospect who enters your booth (signing up for something). Second, process the show leads-list, and follow-up with a slightly more general message.

If a bride has conversed with 5 to 10 wedding vendors in your business category, they all start to look like a commodity. By using postcards, personalized letters, or emails, you can jump back in front of the crowd with a minimum of effort.

It’s wedding marketing basics, yet very few exhibitors do it.

How about you?

Andy Ebon - wedding marketing expert

 

 

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Authority

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Comments

  1. Diane M. Kunze says:

    I recently was a vendor at a bridal show in Denver. I am a wedding planner and I had some fairly good leads and have been following up with them with emails and postcards for the past two months. So far, I have received nothing back. Not even a “take me off your list” reply. I do plan to continue to keep my name in front of them by sending the emails and snail mail. Maybe I’m not asking for the right call to action. Is anyone else having this problem? I really don’t know what the brides are looking for anymore.

  2. I’d have to see what you’ve been sending to understand the lack of response.

    Thanks for your post… I’ll follow up with you, directly.

    Andy

  3. Great points Andy.

    It’s incredible how few people follow up. And even the ones that do usually only follow up once. We are implementing a “drip” campaign soon. No call to action, but giving them great local wedding info once a month whether they book or not. We just want to be seen as helpful and as the local wedding expert.

    We are also sending each registered bride a 16 page satin finish brochure of our services. So few people invest in a mail campaign, it’s easy to stand out.

  4. Funny how I read this blog post yesterday and decided to blast those brides again with a new email, a new picture and a “act now” incentive. The email went out an hour ago and I already have two new consults for this weekend. Go Andy! Thank you for the reminder to get those brides.

Trackbacks

  1. [...] need to know” post of following up on your bridal and wedding show leads. But I found that Andy Ebon has just recently created a great post on this most fundamental practice, though unused opportunity. And then that there was some relevant stuff in other posts on this [...]

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