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?
Wedding Marketing Expert
The Wedding Marketing Authority