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Bridal
Show Tips for Exhibitors
From
the Bridal Show Producers International Website
Pre-Show
Promotion...
While show management is responsible for bringing in the people, you
can help make sure they come to your booth! Connect with your target
audience before the show, to increase your chance of being on their
"must see" list.
Here are some
effective ways to build
traffic to your booth by pre-show promotion.
- Mail or give out show supplied invitations.
- Mail your own printed invitations or a post card.
- Send a personal letter.
- Give your prospects a call and invite them to visit
your booth.
- Make sure your sales staff if talking about the show.
- Post show signs or flyers in your store.
- Put stuffers in your regular business mail.
- Issue press releases.
- Invite prospects to a special demonstration.
- Put a message on your voice-mail to attend the show
with your booth number.
- Put your booth # on your web site with an invitation
to attend.
Creative
Booth Displays...
Some of the factors affecting a prospects decision to
stop and look are:
Exhibit Size: Brides notice when a display is larger than
others. The amount of space
you rent is directly related to how many leads you can obtain. The more
space you have the more salespeople you can have in the booth and the
more brides you can talk to. If your budget will allow for more space,
go for it. You will see an increased amount of leads!
Creative/Effective
Display Tips:
The main purpose of your display is to attract the
prospect to you so that you can talk to them. You only have about 5
seconds to do this before they walk on. Your display needs to:
- Attract Attention
- Build Interest
- Create Desire
- Demand Attention
Some main points to
consider:
- Keep
the booth open and inviting, it should invite them in, not say "stay
out"! Avoid tables across the front if possible unless you are selling
a product they will walk away with.
- Signs
are very important! You need to purchase a banner; something the bride
can read from a distance. Using the typical show ID sign will not do
it. Use easy to read language and font styles.
- Make
sure the booth sells who you are! They should be able to see, feel,
touch, taste, and smell your product. Make sure they can tell who you
are at a glance. Don't fill your booth with flowers if you are not a
florist!
- Keep the booth neat and clean, don't eat in your
booth!
- Show
promotions, demonstrations, contests, and premiums can attract
attention. Just make sure you still have time to talk to the bride. You
don't want the premium to attract every attendee to take up space in
your booth even if they don't want your product.
- Literature
should be handed out to hot prospects not just left where the bride can
"hit and run" without you having the chance to speak to her.
Salesmanship...
The
salesperson is the single most important ingredient in obtaining leads
at the show. The greatest display in the show will fail if you have
ineffective or poorly trained sales people running it. If you are your
best sales person, be there, if you are not, hire someone!
Main points to consider:
- Be open and inviting, don't sit or you will look
bored or uninviting.
- Body language is important, keep it friendly.
- Have
a winning approach. Practice your opening lines. Never say "Can I help
you?" Effective opening lines Must Break Preoccupation, Focus on the
Individual, Create a bond between you and the bride, and should. Loosen
things up, make them relax and have fun!
- Sales
people need to stay alert and ready during even slow times, don't get
into conversations with other vendors or staff and miss the bride who
wants to talk to you!
- Staff
working the show needs to know the value of what they are doing, be
well trained and excited about the prospect of bringing your business
more customers!
- Follow-up After the Show
- Why
collect all those leads and not do something with them? If you want to
increase your bottom line after the show, follow up with phone calls
and direct mail. Make your letters personalized, remind them that you
met them at the show and your are ready to help them with their
wedding.
- Remember
the ultimate success of your exhibiting in a bridal show lies entirely
on you, follow the tips given on this page and you will be steps ahead
of your competition!
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