If your business specializes in products or services related to the wedding industry, a bridal fair is a practical venue to get your company in front of potential customers. Your vendor set-up should reflect your company’s branding, and the people who work your booth should be knowledgeable, friendly representatives of your business.
An attractive booth is key to connecting with potential clients
Design an eye-catching exhibit booth. As a vendor at a bridal fair, you'll be competing with a lot of businesses that feature wedding decor, bridal services and specialty wedding items. Make your booth stand out by making it as inviting and interactive as possible. For example, if you run a hair salon, set up a mini-beauty parlor in your booth and perform bridal party makeovers. If you own a bakery that specializes in wedding cakes, bring a number of full-size replicas and cake photos. Hire servers to offer wedding cake samples on silver trays.
Design marketing materials specifically for the event. You'll want colorful pieces that brides will want to take and keep. Create easy-to-read, easy-to-understand advertising pieces that detail your products and services and how they set you apart from your competitors. Make something about your collateral pieces usable to the bride, such as a wedding calendar countdown, a checklist of pre-wedding tips or a list of wedding shower themes. This technique ensures potential customers will hang on to your marketing materials.
Bring plenty of promotional items to hand out to potential customers. If you have a small budget, give away candies wrapped with your company name and logo. If you have a sizable budget, give away logo T-shirts that read, “bride,” “groom,” “maid of honor,” and “best man.” Try to give away products that represent your company in some way. For example, if you have a travel agency that specializes in planning destination weddings, you might give away tiny globes with your logo, airplane pillows or Hawaiian leis.
Conduct a raffle. The chance to win a prize attracts just as many people as freebies. It serves a dual purpose for you. Invite attendees to register for a raffle by filling out a card that requests name, contact information and wedding date. You can use the information you gather for direct mail and advertising purposes. The prize you offer can be related to your business, like a gift certificate, or you can offer something like a wedding-themed gift basket with champagne, wine glasses and gourmet snacks.
Create special promotions that are available exclusively to attendees of the bridal show. This can help you generate business on the spot. Hand out discount coupons or “company cash” that can be used exclusively toward the purchase of your products or services. Put an expiration date on your offers to encourage quick action.
Lisa McQuerrey has been a business writer since 1987. In 1994, she launched a full-service marketing and communications firm. McQuerrey's work has garnered awards from the U.S. Small Business Administration, the International Association of Business Communicators and the Associated Press. She is also the author of several nonfiction trade publications, and, in 2012, had her first young-adult novel published by Glass Page Books.