I am often asked about how to make a Bridal Show booth look as good as possible; what elements really make the booth pop. My response usually surprises them, but after explanation makes full sense. Here is my typical response: work on the brides at the show, don’t try to have your booth do it for you.
In the wedding industry, few have formal sales training and as such we have built up ideas of what a salesperson is (usually based on the bad personal experiences we have had with bad salespeople). We don’t want to sell because we don’t want to appear pushy, slimy, or “salesy”. Because of this, we try to have our booth do the selling. We figure that because we are there, and the bride needs what we sell, there is an automatic match. I call this the “Field of Dreams” marketing method (If you build it they will come, get it? J )
So do you work on your booth? Of course. You simply need to set it (the booth) and forget it. In other words, set up the booth so it is clean, crisp and clear on what you do then work the show. By having a booth that is concise in its presentation on what you do/provide, the bride will be able to make a snap decision on whether there is need for you (she may have already purchased what you sell/provide or may not want to purchase what you sell/provide). Your booth, when set properly, will help to attract or detract. It can attract those who you want to talk to further, or detract those who do not need to speak with you.
If I were to persuade you in which is more important, I would strive to get you to work the show by working with as many brides as you can as oppose to hoping that people stop by your booth because it is so extremely cool and wonderful. Working the show means trying to sort out the brides who could potentially buy from you from those who will never buy from you. This requires talking to them and staging a set of questions which when used in a systematic way, will provide the best result. For this reason, I am also not a big fan of contests or games like spin the wheel.
This past week, I attended a trade show in Atlanta for professional photographers. I had many of the booths ask me to enter to win by spinning the wheel or filling out a form. I am not a professional photographer and did not and will not have need for what they were selling (I was at the show to see if it was a match for me potentially speaking next year). Many brides have been trained to enter everything and see if they can win their wedding. This is not a good way for you to start the process and further, becomes a burden to your process. You need to start filtering the good from the bad brides (the bad being those who will never buy from you). The bad ones are the ones who will never buy, but will take your time and use you as a free information source, keeping you from those who could potentially buy from you. By starting the filtering process at the show, you will be a step ahead of the game afterwards and move things along in the process of determining if you have a match or not.
To learn the details of what to do Before, During and After the Bridal Show, you can purchase my e-book, “Bridal Show Success Secrets” now for a very low price of $7 (try this and perhaps you will like it enough to try something else)
Click on the above link and find out more of the best practices of how to work a Bridal Show and get the best results from the very next show!