The consensus of The Bridal Extravaganza exhibitors is:
“They delivered what was promised; large crowds, good advertising, helpful staff and a pleasing atmosphere. This show IS a winner!”
Marketing is a Tricky Business You want to present your company in the best possible light, but you also need to be cost-effective . . . what options do you have? A great tool for all businesses, especially smallbusiness owners, is a bridal/trade show - a unique forum where hundreds of prospects actually pay for the privilege of seeing your products or services. A show offers busy prospects a single shopping source of wedding/party professionals. It allows them to comparison shop as well as see what is new. For entrepreneurs, a good show will bring in more prospects than they’d ever find on their own. This is where smaller businesses have the same opportunity as larger companies.
In this Issue Shows Are About Selling..........................................2 Interesting?..................................................................2 Average Wedding Cost..............................................3 5-10 Qualified Leads per Hour................................3 What is Your Booth Saying?.....................................3 The Preferred Show...................................................4 An Acceptable ROI is.................................................5 Reviewing a Contract................................................6 What Do They See When..........................................6 Did You Know That...................................................6 Today’s Bride is..........................................................7 Eight Mistakes............................................................8 Tips for Direct Mail....................................................8 Your Success is Our Success.....................................8
There are a number of advantages that our shows have over other advertising mediums (newspapers, magazines, radio, bill boards, and television). • You get instant exposure and response. • You can show your product. Your clients are able to see, feel and smell. • Your marketing cost per client is lower. • Prospects can see the difference between products and services. • You see many prospects in one day. Trade shows are work! They take up a weekend, plus time to prepare. The days are long and moving in and out is no picnic (however, the time does go by fast). When you prepare properly and work your booth, you will definitely have a good return on your investment. Even though shows are work, you will increase your bottom line by participating. Whereas, if you don’t participate, it will take longer to increase your profit and, most likely, cost you more. Only you can decide. Many of The Bridal Extravaganza exhibitors have been with us since our first show was produced in January 1985. They keep coming back, year after year, to exhibit at our shows. Why? Because our shows have been consistently successful for them. It is successful because they listen and talk with the prospects, build a rapport and show their product. They know what works and they do it and it pays!
“There is always better energy at The Bridal Extravaganza from the staff as well as the brides.” Trudy’s Brides
Show Are About Selling What does attending a trade/bridal show mean to you? Is it work or is it the opportunity to sell? Or to increase your leads and customer base, for now and the future?
• Pin the prospect down to the next action. Make an appointment or take an order.
Selling is not just about getting business today. It is about building a business for today and tomorrow!
• Don’t let a good prospect go without some assessment of what’s next.
Here are various rules and observations that can help you work the show and better understand its power. • Taking advantage of a show requires preparation. This means being ready with your exhibit, information, staff and having a wellrehearsed pitch. • Establish the goals and objectives you want to meet. What will you do there? Who do you want to meet and/or see? • What do you expect to achieve in terms of number of leads, contacts and sales? • Start early for setup so you have time to network with other exhibitors to build a mutual referral system. • Be setup before the show doors open. A prospect will not have confidence in you if you are still setting up when they arrive. • Provide a door prize. This gives the prospect a reason to come back to your booth and another opportunity for you to sell! • Have more than one person, but no more than three (in a full booth), working your booth. • Qualify people quickly and if someone seems to be a good prospect, spend extra time building rapport. (This is accomplished when more than one person mans a booth.) • Don’t prejudge anybody. You don’t want to miss on a big order. • Be brief and get to the point. Your remarks (other than questions) should be no more than one minute. Tell them exactly what you do in terms of his or her needs. • Staff your booth with the best. • Have power questions and statements rehearsed. • Establish the prospect’s needs - you need to know them to sell effectively. • Probe for information. Don’t talk too much too soon. Ask power questions and follow-up questions that generate information. Establish interest; determine how to present your information in a meaningful way. • Show or tell how you can solve your prospect’s problems. • Determine a prospect’s level of interest. How anxious are they to buy from you?
• Fight the urge to talk with fellow employees and friends. If you are not busy, network. • Say, give or do something positive and creative that will remain in the prospect’s mind. A useful promotion item keeps your name prominent. • Have a great time. Don’t press or be pressured, it will show. Shows are like life, the better attitude you have, the more successful you’ll be!
Interesting? • To be sure, the trade show industry will continue to evolve and grow into the new century. Technology will affect it greatly, but technology won’t make trade shows go away. As John Naisbitt said in MegaTrends, “The more high tech we become the more high-touch we’ll need.” Trade shows will continue to provide that opportunity to reach out and touch someone. • Did you know that 80% of the memorability is based on the exhibitor’s and their staff’s behavior? • The three things an attendee sees first are the exhibit, the products, and the personnel.
“Professional, Quality, Dependable, Ethical, Helpful = The Bridal Extravaganza.” Heather Riger, Creative Memories
Average Wedding Cost 1990 vs. Now
3-5 Prospective Customers a Day or 5-10 Qualified Leads per Hour
Over the years, The Bridal Extravaganza’s research found the average cost of a wedding has risen more than 25%, jumping from $15,208 to $19,104. The largest cost is the wedding reception.
The Bridal Extravaganza shows are good business for sales people. Why? You can meet face-to-face with more prospects during our event, plus have t h e opportunity to network with other exhibitors. This is definitely a sales bonanza. Your prime objective at our show is to qualify the needs of your target market in a way that you can effectively follow up after the show with a call, letter or offer that leads a qualified couple to an appointment and sale.
Now*
When the show opens, ask yourself. “When I meet a prospect, or a prospect comes up to my booth, what do I want his/her first impression to be? And how quickly can I qualify him or her? “
$286
$ 327
Flowers
478
756
Photography & Videography
908 1,311
When you meet a prospect, ask an open-ended question, one that makes them say more than yes or no. When formulating your question, ask yourself, “What information do I want to get as a result of asking this question? Can I tell how qualified my prospect is as a result of the question? Does it take more than one question to find out the information I need?”
Category
1990
Invitations, Thank You Notes, etc.
Limousine
20
1,393
1,004
1,016
Engagement Ring 2,285
3,044
Rings (B&G) Rehearsal Dinner
501
698
Wedding Gown
794
823
Headpiece/Veil
169
166
Bridesmaids
745
790
Mother of Bride Apparel
236
231
Groom’s Formal Wear
82
95
333
449
5,900
7,635
Men’s Formal Wear Wedding Reception Grand Total
$15,208 $19,104
What is Your Booth Saying? The primary purpose of your exhibit is very simple: It should get your targeted market to STOP! When approaching your booth, what you do and offer should be very apparent to your prospects . . . don’t make them guess. If your name doesn’t say it, have a sign that tells what your benefits are. Even though you are provided with a sign by show management you would be wise to invest in a large banner. Your company name and main benefit should be on it. A fabulous looking booth works wonders but what can surpass that is the exhibitor and his staff. We have found that the personality and helpfulness of exhibitors themselves, makes the biggest impression on the attendees. People buy from people they like. Be sure to be alert and wearing a pleasant smile at all times. When all else is the same, and even sometimes when it is not, the bottom line is people want to work with someone they like.
The above pictures the different aisles at our bridal show. These pre-show photographs show how The Bridal Extravaganza exhibitors decorate their booths. Our staff is realily available to help exhibitors with their
What is Your Booth Saying? • As a long-established bridal show (first show in January 1985) in the Bay Area, you know who and where we are.
• Our exhibitors are selected and invited to our show for their quality, integrity, reputation and expertise.
• We consistently bring in a large number of attendees giving you the opportunity to meet with a multitude of prospects looking for your services. This is an excellent time to differentiate yourself from your competitor.
• We create a professional and well-organized show providing both exhibitors and attendees with an exciting, fun and productive show.
• Our repeat exhibitors can assure you of our excellent reputation in the industry. We have exhibitors that return year after year - some have been with us since our first show was produced! • We have many exhibitors who participate in many different shows; however, they have expressed they enjoy working with The Bridal Extravaganza because of our professionalism, helpfulness and genuine pleasant attitude. • We limit the number of exhibitors per category, so you can count on fair competition. With a large variety of categories in a show, this assures the attendees of a good selection. Our reputation for having the best variety of categories and exhibitors is unsurpassed.
• Our advertising budget is consistently increased each year. • We don’t charge extra for the show mail list. • We listen to and take exhibitors‘ concerns into consideration prior to making any decision. • You can be confident that your mailing list consists of your targeted market only which we carefully monitor during show registration. • You can be assured we value your business. Your Success is Our Success. We will work with you to help you be successful at our events. • The Bridal Extravaganza is original and unique. Taking care of our exhibitors is high on our list. • Our shows as the most recommended shows in the Bay Area, by brides and d professionals alike.
questions and ensure quality control guaranteeing a clean and elegant setting. Upon entering our shows, the brides realize they will be experiencing a high caliber event. These are the best shows in the Bay Area!
An Acceptable ROI Is? We would like to invite you to participate in The Bridal Extravaganza. We have earned an impeccable reputation due to the high caliber of exhibitors in our shows. We hope you become as valuable an exhibitor as those who have remained with us for over 28 years! When investing your time and money, researching your options and asking questions, will help you choose the best bridal show for you. Ask other wedding professionals for their recommendations who they prefer and why - then make your own decision. Recommendations are always the best referral!
You are the only one who can choose - look and listen. However, we would be remiss if we didn’t tell you our shows are the best ... as stated by brides and wedding professionals ... we guarantee it!
Upcoming Fall Show September 8, 2013 Holiday Inn San Jose Call Now for More Information
With an expenditure as low as $800, to more than $1,5000, you need to decide what an acceptable Return On Investment would be. Though the return will vary with each company and each show, one way to measure it is to calculate how much it costs to make a traditional sales call vs. the cost of the show and how many leads you obtained. However, traditional sales calls vs. show costs aren’t always a true yardstick. With a show, you get the chance to have face-to-face contact with prospects. This opportunity is immeasurable. Also, if you meet just one person with the potential to spend a lot of money, it can make a show worthwhile. Too often we limit our ROI on a one-time sale. But remember, the leads and sales you get from a show do not stop there. From them, you get referrals and more business. If you networked at the show, you will also build u p a mutual referral system with others in your profession. As you can see, there are many ways to measure your ROI, but as a rule, shows are a good investment when you consider they target your specific market!
“This show is produced with style, class and pizazz! . . . the best and the only show to experience.” Marcia Coleman - A Joyous Occasion
Reviewing a Contract Since not all space contracts are the same, take time to read it. Here are nine points you should check before signing: 1. Basics. Double-check the dates and hours of the show. Check any special rules regarding show participation. 2. Eligibility. Check if shows limit participation by categories. We do at The Bridal Extravaganza! 3. Payment Schedule. Shows require a deposit and payment schedule. Missing payment deadlines can mean late fees and other penalties. 4. Cancellation policy. Know what the penalties are if you cancel. 5. Liability clauses: Some contracts ask you to indemnify show management, the show facility, city, etc., from any loss, damages and injury. 6. Security provisions: Show managers often hire security guards during shows, yet still deny any responsibility for any damage or theft of an exhibitor’s materials. Typically, this means you need to have your own insurance and possibly your own security for your exhibit properties. 7. Insurance provisions: Most show managers require that you carry liability insurance in order to participate in the show. Check with your insurance company to determine the insurance you need. 8. Health/Special Permits: Are they required at your show? Check with show management, the facility and county! 9. If something isn’t specified as being included, don’t assume it is.
What Do They See When They See You? A first impression is made within three to five seconds as customers scrutinize your gestures, mannerisms, attitude, clothing and grooming. How do you measure up? Professional, approachable, hospitable or bored and indifferent? Are you approachable? Does your first impression imply friendliness and an accepting personality? Is your smile genuine? Will prospects feel welcomed in to your booth space? Is your booth space open so that they can come in? Do you have a table barring them from coming in? Are you conversing with another staff member or just sitting in your chair looking bored? How are you dressed? Are you wearing professional clothing? For women, skirts so short or necklines so low, you can’t bend over. For men, jeans with t-shirts and white socks do not work in the wedding industry. Whatever you chose to wear should be one level above your target audience. Buyers want to do business with sellers who look better than they do. You want to put forth a look of professional intent and integrity. Remember the little things: clean breath, no body odor, shined shoes, haircut, shaving and trimmed mustaches and beards, clean and undamaged nails, no gum, no overabundance of perfumes and colognes, and natural looking makeup.
“It is the only show we do . . . the only show we need to do!” ProPhoto Photography
Your Success is Our Success...
Today’s Bride is . . .
The Bridal Extravaganza now offers an “Helpful Hints for Exhibiting” booklet where wemake suggestions on how to be successful at our shows. We offer a large variety of topics for Successful Exhibiting for first timers or for those who just want to improve their exhibiting skills.
With a national average wedding budget of $20,000, the bride has the financial resources to make her wedding day perfect.
Please be sure to ask for our booklet when you send in your contract. Also if you would like a consultation on more ways to ensure your success, please give us a call. Following are some of topics that are covered in this booklet: • Planning - What You Need to Do • Booth and Exhibit Design Basic Guidelines and How Color, Lights and Banners Can Work to Your Advantage • Tips for Making Small Booths Look Big • What to Do if Nobody Stops at Your Booth - What is Happening? • How to Staff Your Booth. What Your Staff Should Know • Ten Steps to a Successful Show • Some Basic and Not So Basic Do’s and Don’ts for the Exhibitor
Affluent
Sophisticated The bride is older and more educated than those of previous generations. She is an educated consumer with a driving desire to explore all of her options. Motivated The bride has a fast-approaching deadline ... her wedding day. Her decisions cannot wait. She needs to buy NOW! In Good Company Last year, over 2.4 million brides said “I Do.” Over $36 billion was spent on wedding related purchases. Looking to the Future A wedding brings about life-style changes, which will impact the bride’s buying decisions for years to come. She will establish new business relationships and brand loyalties that will last a lifetime. Difficult to Reach Brides comprise less than two percent of the total population, making it difficult and costly to reach the bride through traditional advertising media. Cautious The bride is open to new ideas but has been conditioned to be suspicious. She desires personal contact with the business she is trusting to make her day perfect. Stressed Planning a wedding can be overwhelming. The bride is looking for pressure-free ways to arrange the details. Busy The bride has many decisions to make and limited time in which to make them. She demands complete, detailed information but wants to receive it quickly and efficiently. Bottom line A day at The Bridal Extravaganza is the newly engaged bride’s first step in planning her wedding. An exhibit at The Bridal Extravaganza insures that she sees you first!
“It’s Hot! Excellent as Usual!” Mercury News
An Acceptable ROI Is? With an expenditure as low as $800, to more than $1,5000, you need to decide what an acceptable Return On Investment would be. Though the return will vary with each company and each show, one way to measure it is to calculate how much it costs to make a traditional sales call vs. the cost of the show and how many leads you obtained. However, traditional sales calls vs. show costs aren’t always a true yardstick. With a show, you get the chance to have face-to-face contact with prospects. This opportunity is immeasurable. Also, if you meet just one person with the potential to spend a lot of money, it can make a show worthwhile. Too often we limit our ROI on a one-time sale. But remember, the leads and sales you get from a show do not stop there. From them, you get referrals and more business. If you networked at the show, you will also build u p a mutual referral system with others in your profession. As you can see, there are m any ways to measure your ROI, but as a rule, shows are a good investment when you consider they target your specific market!
Reviewing a Contract
Did You Know That... • Exhibitions are second only to direct sales in generating profits for most companies. Show sales beat comparative spending on advertising, direct mail, public relations, and marketing efforts. • Of all leads generated at a show, 80% are lost due to lack of exhibitor follow-up. • Ninety-one percent respondents from a national survey stated that the traditional trade show is here to stay. Customers want to be able to see, hear, taste or handle the services and/or products they’re shopping for and that cannot be done on a computer screen.
Since not all space contracts are the same, take time to read it. Here are nine points you should check before signing: 1. Basics. Double-check the dates and hours of the show. Check any special rules regarding show participation. 2. Eligibility. Check if shows limit participation by categories. We do at The Bridal Extravaganza! 3. Payment Schedule. Shows require a deposit and payment schedule. Missing payment deadlines can mean late fees and other penalties. 4. Cancellation policy. Know what the penalties are if you cancel. 5. Liability clauses: Some contracts ask you to indemnify show management, the show facility, city, etc., from any loss, damages and injury. 6. Security provisions: Show managers often hire security guards during shows, yet still deny any responsibility for any damage or theft of an exhibitor’s materials. Typically, this means you need to have your own insurance and possibly your own security for your exhibit properties. 7. Insurance provisions: Most show managers require that you carry liability insurance in order to participate in the show. Check with your insurance company to determine the insurance you need. 8. Health/Special Permits: Are they required at your show? Check with show management, the facility and county! 9. If something isn’t specified as being included, don’t assume it is.