When it comes to trade shows, standing out from the crowd can be challenging. If you’ve got a wedding fair lined up in your calendar, follow these simple tips to attract more customers to your services and boost your sales.
Weddings take plenty of planning and preparation with research showing that the average couple in 2019 spends between seven and 12 months planning their wedding according to this Weddings Today report.
As we head into the summer wedding season, many companies are gearing up for a spike in their sales. No matter if you’re a baker or a dressmaker, in the wedding business, one of the best ways to get your name out there is by advertising to planning couples at an exposition.
But, with so many other businesses competing for custom, how do you make yourself stand out from the rest? To help, Richard Cutmore from TFH Gazebos will be giving his five top tips to help you promote your brand at a wedding fair.
Read More: 10 Ways to Promote Your Bridal Business
One of the biggest pitfalls when it comes to wedding fairs is using the basic shell that the venue provides. Try to avoid this, as you’ll fail to catch the attention of passers-by and you can lose potential clients. A nicely decorated stand will make a great first impression and will generate more interest from those wandering the fair.
I recommend investing in a gazebo and signage showcasing your logo and slogan to help you build a recognisable pitch.
At a wedding fair, you really want to get across the luxury of your brand so extra gimmicks like a carpet and comfortable seating area will invite tired guests to sit down. While they’re there, you can take the opportunity to have a friendly conversation with them about their big day and their plans for it.
Building a rapport with potential customers is a great way of gaining their trust and showing them how reliable and dedicated you are to helping people have a memorable day.
Another way you can attract potential customers to your stand is by hosting a competition. This is a great way to collect email addresses and contact details and, with their permission, you can add these to a mailing list.
People are also more likely to approach your booth to learn more about the prize. This doesn’t have to be something huge; you could even just give away a bottle of wine, but the offer of a freebie is usually enough to catch people’s attention.
Read More: Making First Impressions Count in Sales
Something which many businesses overlook when it comes to trade fairs is the opportunity to network with the other companies that are present. Before the event, do some research into the other businesses that will be in attendance and make a note of the people you’d like to speak to, as they might be able to give you some valuable tips and advice.
Building a professional relationship with a brand who specialises in a different area to you means they’ll be more likely to recommend your business to their own clients.
So, you’ve managed to get people over to speak to you, but a bad sales pitch can be damaging to even the best of businesses. Prepare a brief slideshow or video outlining your brand and services, so if you’re busy talking to someone, people can still find out about your business. It’ll keep them occupied as well as show them that you’ve prepared and made an effort to be there.
When speaking to customers, try not to make your sales pitch last too long, as this can quickly cause their attention to drift. Instead, talk briefly about what it is you do, then eagerly answer any questions they may have and give the couple time to look around.
Weddings take a lot of planning and couples will want to take some time to think before they decide what businesses they’re going to work with. Try not to rush or push your services onto them, as this can seem impersonal and is likely to discourage them from working with you.
Read More: How to Boost Sales
If couples are indecisive, hand out informational leaflets with your contact details on them, so they are able to get back in touch with you at a later date. This is also great to give out to people passing by who might not have the time to speak to you. It’s an easy way to give people your sales pitch, even when they haven’t approached you.
Laura Harrison, Show Manager of The National Wedding Show added,
“At the National Wedding Shows, we really do believe there is no better route to market than live events. Meeting face-to-face with your potential clients is an unparalleled opportunity which, if executed well, can be an incredibly lucrative marketing strategy. Our audience are making such ‘emotional purchases’ in the lead up to their big day – every buy is so very considered and a real investment (both personally and financially) – and so a face to face sell really lends itself here.
Being able to interact directly with your end user and build a sense of trust and bonding is a really powerful form of advertising. It’s worth taking the time to really think about how you want to present yourself and your brand at an exhibition; how you will dress the stand, your sales messages, how you’re going to collect data etc – these things all come together to decipher whether you see true success from that event.”
Want more advice like this? Take a look at 11 Mistakes to Avoid When Attending a Bridal Trade Show.
If you’re considering promoting your business via a wedding fair, make sure you get in touch with the team at The National Wedding Shows, the UK’s largest consumer wedding events.