For many planners, this is engagement season! Couples who were engaged over the holidays are in full research mode. This means it is also wedding show season. Wedding shows are a great way to meet many couples at once, but they are also a significant investment of time and money. Today, I want to share common wedding show mistakes and some lessons I learned from 10+ years of trial and error at various shows so you can avoid my mistakes and have a great experience. 

Wedding Show Mistake #1 Poor Booth Design

The first thing attendees notice is your booth design, and in my early days, I underestimated its impact. A poorly designed booth not only fails to draw attention but may also misrepresent the quality of your services. Remember, your booth is a direct reflection of your brand. It should be inviting, clearly display your brand name, and showcase your unique style and services. I tried to cut costs with my booth design, which reflected poorly on my brand. So, before committing to any show, make sure you have the funds to create a fantastic booth. 

Tips for a Winning Booth Design:

• Visual Harmony: Use colors and decorations that reflect your brand’s aesthetic. Ensure consistency with your online presence to reinforce brand identity.
• Functional Layout: Design your booth to be approachable from multiple angles and open enough for easy attendee engagement.
• Engaging Displays: Utilize high-quality images from past events, clear signage detailing your services, and perhaps a digital slideshow to captivate attendees.
• Choose the Right Size: Bigger is not always better. If you can afford to decorate a small booth, that is better than an ample space that looks sparse. Consider all factors when selecting your booth space. 
• Partner with Others: If funds are tight, or you simply want to highlight other vendors, consider partnering with a rental company in exchange for highlighting their business in your booth. Just make sure to check the rules of the show. Some wedding shows do not allow the promotion of businesses that are not in attendance. 

Wedding Show Mistake #2: Engaging Attendees Proactively

Another mistake was waiting for attendees to engage with me first. Being proactive is key as attendees often browse many booths. I am an introvert, so this was uncomfortable for me. I realized quickly that if I just waited for couples to approach me, I would be waiting all day. You spend the money, put yourself out there! The worst they can say is no. 

Proactive Engagement Strategies:

• Active Engagement: Stand in front of your booth, not behind a table. Greet attendees warmly, asking about their wedding date or venue to initiate conversation.
• Engagement Questions: Prepare open-ended questions encouraging attendees to discuss their wedding plans, providing insights into how you can assist.
• Live Demonstrations: If feasible, conduct live demonstrations of your planning tools or design boards to create engaging and interactive moments.

Wedding Show Mistake #3: Not Collecting Contact Info

One of my biggest early mistakes was failing to collect contact information at shows. This oversight can cost you valuable follow-up opportunities. Shows often provide you with a list of attendees, but you might not be receiving the couple’s contact info if someone else purchased the tickets. You also want to be able to connect quickly with those who stopped at your booth 1:1, not sifting through a massive list of attendees or sending a mass email. 

Strategies to Effectively Gather Attendee Information:

• Engagement Incentives: Run contests or giveaways that require participants to provide their contact details. Ensure the prize is compelling enough to encourage participation.
• Quick Forms: Set up a digital kiosk or use an iPad for quick information entry, possibly incorporating an interactive quiz about wedding preferences.

Wedding Show Mistake #4: Failing to Secure Consultations Immediately

I used to let potential clients leave with just a brochure and a vague promise to “think about it.” When you sense genuine interest, it’s crucial to capitalize on it immediately. When a couple is talking to you and seems interested, ask them if they would like to book a meeting! Remember, they are meeting a bunch of planners that day, and if you don’t ask, someone else will. 

Tips for Securing On-the-Spot Consultations:

• Instant Booking Incentive: Offer a special discount or an additional service free if they book a consultation during the show.
• Calendar Ready: Have your calendar on hand to show availability and let them book on the spot.
• Consultation Highlight: Briefly outline what they can expect from a consultation with you, making it sound as beneficial and tailored as possible.

Wedding Show Mistake #5: Not Networking with Vendors

In the past, I focused too much on potential clients and overlooked the value of connecting with other vendors. Building relationships with vendors can lead to referrals and partnerships that bring business long after the show.

Vendor Networking Tips:

• Pre-Show Research: Identify which vendors you want to meet ahead of the show. Consider how you might collaborate in the future.
• Vendor Greetings: Set aside time to meet other vendors during the show. Bring plenty of business cards and a friendly, open demeanor.
• Post-Show Follow-Up: Send a personalized note or email to the vendors you meet, proposing a further discussion over coffee or a call to explore potential collaborations.

 Wedding Show Mistake #6: The Follow-Up Fiasco

Not following up promptly after the show can undermine all your efforts. It’s essential to plan your follow-up strategy in advance. My advice is to follow-up in waves. 

Wave 1: People you had conversations with at your booth. These emails should be personal and reference your discussions. 

Wave 2: People who left their contact info at your booth, but no real conversation was had. These should also be personalized emails. 

Wave 3: Email the entire show list. This could be a group email to the list provided by the show. 

Effective Follow-Up Strategies:

• Prepared Templates: Have email templates ready to personalize and send within 24 hours after the show. Include details from your conversations to show attentiveness.
• Follow-Up Schedule: Set follow-up reminders if you don’t hear back within a week. Persistence shows dedication without being pushy.
• Social Media Connection: Encourage attendees to follow you on social media during the event, providing a direct line for ongoing engagement.

Each of these wedding show mistakes, from booth presentation to proactive engagement and follow-up, can significantly impact your success. Implement these strategies, and watch as wedding shows become a major asset in growing your wedding planning business. It also ensures that your investment in wedding shows pays off! 

Need help prepping for your next wedding show? Check out the Wedding Show Prep digital product.