In the US, many wedding shows and expos occur at the start of the calendar year. This is because it is at the end of the engagement season (November-February). Bridal shows and expos are a great opportunity to showcase your services, connect with potential clients, and set yourself apart from your competitors. 

Being well prepared and having a strategy for connecting with potential clients will give you the most return on your investment. Let’s explore how you can effectively prepare for wedding shows and have a solid strategy for turning prospective couples into booked clients. 

Choosing the Right Show or Expo

The first step is selecting the right show. It is important to research and understand the attendees’ demographics, the event’s size and reputation, and whether its style and clientele align with your brand. Attending a show that attracts your ideal client base is crucial for effective engagement. For example, if you specialize in luxury weddings, you’ll want to participate in shows that attract a high-end clientele.

When speaking with the show organizer, ask: 

• How many attendees? 
• Do they collect data on their wedding budget? 
• Do you share the attendee’s contact information? 
• Can I see a list of other vendors who will be exhibiting? 

Designing Your Booth

Your booth is the first touch point as show attendees are passing by. Your design should represent your brand and services while also being inviting. Use this space to tell your story and showcase your unique approach to wedding planning. Incorporating your signature style will attract couples who like what you are showcasing.  For example, if you create a very-of-the-moment trendy booth that does not reflect your style as a traditionally classic planner, you will likely end up conversing with couples interested in a design similar to your booth. Remember, your booth should be inviting and reflect the style and quality of your work.

Choose a Giveaway

Giveaways are a staple at bridal shows, but their purpose extends beyond mere freebies. They are a tool for engagement and can reflect your brand. Thoughtfully chosen giveaways can leave a lasting impression, like a beautifully designed wedding planning checklist or a small token they can use later. If you do not want to order hundreds of small things to give away, consider one big giveaway, decided by a drawing. A higher-dollar drawing item that requires people to leave their contact information to enter is great for follow-up. While most shows will give you the attendees list, having conversations at your booth will be better than just cold emailing after the show.

Engaging with Attendees

Connection with attendees is the goal of a wedding show.  It isn’t just about handing out business cards; it’s about creating genuine connections. Train yourself and your team to interact with attendees in a warm, informative, and non-intrusive way. Listening is as important as talking. Understand the attendees’ needs, dreams, and concerns about their wedding. This will not only help in building a rapport but also in explaining how your services meet their needs. Before your show, make sure your calendar is up to date in case anyone has specific date inquiries; you do not want to have a great conversation with a potential client only to realize you are unavailable for their wedding date. Finally, if the conversation is flowing well. Don’t hesitate to ask if they want to book a consultation time. The worst they can say is no.  

Networking with Other Wedding Vendors

Wedding shows are not just about connecting with potential clients but are also invaluable for building relationships with other wedding vendors. These connections can lead to collaborative opportunities, referrals, and a support network, which is essential in the wedding industry. 

Before attending the show, research the other vendors who will be present. Identify those you think align with your style and serve a similar client base. Contact them in advance, expressing your interest in connecting during the event. 

Take the time to visit other booths, especially during slower periods. Introduce yourself and your services, and inquire about their offerings with genuine interest. This is not just about exchanging business cards but understanding each other’s work and finding potential collaboration opportunities.

The Fortune is in the Follow-Up

The real work often begins after the show. Follow-ups are crucial in converting leads into clients. However, this process is not merely about sales; it’s about continuing the relationship that began at the expo. Personalized follow-up emails or calls referencing specific conversations or interests expressed during the show can make potential clients feel valued and remembered. Additionally, staying connected through social media or email newsletters can keep your brand in attendees’ minds long after the show has ended.

When following up, start with the people you talked with at your booth. These are going to be the most promising connections. Next, move to anyone who left their contact information at your booth. Finally, reach out to anyone on the show organizers list who did not stop by your booth. 

Don’t forget to follow up with the vendors you also connected with. For especially meaningful connections, set up a lunch or coffee date. Otherwise, a simple thank-you note is a lovely way to thank them for their time. 

Wedding shows and expos are a great opportunity to get in front of a large group of engaged couples all at once. You can convert attendees into booked clients when you choose the right event, create an engaging booth, and build genuine connections with attendees. Remember that it is all about being authentic and showcasing what you do and who you do it for! 

If you need more support with your wedding show preparation, join the VIP Lounge. This free community of wedding planners is a great place to ask questions and receive feedback. 

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