E X H I B I TO R E D I T I O N
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Wedding Show Succuss ST E P S TO
B E F O R E T H E S H OW
P R E PA R E YO U R F O L LO W U P
•P repare your booth in advance and have a goal (sales, appointments, interested prospects, etc.).
•D on’t wait until you get the list to decide what to do via phone, email and/or direct mail.
•G ive prospects your booth number and include visual elements that will tie your advance promotion to your actual booth.
•C reate the scripts, email templates and direct mail pieces before the show so you can get them out when the list arrives.
•U se social media, your website, direct mail, email, and email auto-responder to alert your prospects that you’ll be at the show.
•P repare a different follow up for those who scheduled appointments, those who showed interest and then the rest of the master list. The language should be different based on their level of interest.
•P hone prospects who have shown interest and let them know you’ll be at the show.
MAKE A GOOD IMPRESSION AT T H E S H O W •M ake your booth stand out and reflect what you do. Provide photos of real ceremonies or your work, and print out any stellar reviews or testimonials. •U se professional signage, something they can read from a distance with easy to read language and font styles. •A void sitting down in your booth – take breaks if you need to, but stand ready to greet attendees when they walk by. •D on’t eat in your booth. Step away from your booth so no one catches you with food in your mouth.
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S TA F F YO U R B O O T H F O R T H E AT T E N DA N C E •W ho you put in the booth makes a big difference. It isn’t about just having enough bodies there. They have to be the right people, with the right skills. •Y our business will be judged by the appearance of your booth and the attitude and professionalism of the staff. •U sing relatives and friends is fine, as long as they represent your brand well, have a good knowledge of your business, and they can qualify the appointments.
F O L LO W U P W I T H YO U R L I S T S A F T E R T H E S H OW • Be the first to follow up. •U se similar branding, colors, fonts, and offers as you do in your booth and your other marketing. • I nclude photos and similar visuals from your booth in your follow-up to tie them to your look and feel at the show. •L eave compelling voice messages that refer to the email and/or direct mail you send them.
F O L LO W U P AG A I N B A S E D U P O N T H E W E D D I N G DAT E •T he residual effects of the show don’t end the day of the show. Pay attention to their wedding dates and market to them accordingly. •W hat’s the right timing? There is none, but you should have a pretty good idea when most people book you compared to their wedding dates. •W hen should you stop following up? When you want to start profiting from the show. Each couple books their wedding services on their own schedule.
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