Print in the Mix: Fast Fact – Magazines: Consumers Prefer Print; Hesitant to Embrace E-Reader Advertising
A great article for all wedding professionals trying to make the right marketing decisions. In the wedding world print is not dead! Brides love their wedding magazines and planners.
Integrity Marketing: Dance Floor floor math for bridal show exhibitors
In my new role, as Associate Representative, on the board of BSPI (Bridal Show Producers International), I have a resurgent interest in the relationship between show producers, exhibitors/advertisers, and the bride. One of the prime directives for BSPI is to be an organization for ethical and competent bridal show producers… to promote high standards in the wedding wndustry.
Having exhibited at close to 100 bridal shows, during my life as a DJ, I’ve seen the good, the bad, and the ugly.
In the end, here’s what I believe one should expect from a bridal show producer.
“They should do what they say they are going to do, to promote the show. Their promotion to the bride and to the exhibitor should be ethical, accurate, and not deceptive. The show environment should be easy to navigate, have aisles that are consistent with its expected traffic, have a floor plan (including handouts), clear signage, and have reasonable limits on noise from competitive booths”
Is this an all-inclusive list? No, not really. There are other, lesser issues, but I think these are the big ones.
Ultimately, exhibitors are simply looking for the producer to deliver an audience of brides and their entourage to an event space, filled with booths, for a face-to-face experience.
My perspective on show turnout is that exhibitors focus too much on measuring exactly how many brides attend. One can have too many brides for a time frame or a space, and have a tougher selling situation. This exhibitor angst can psychologically trap bridal show producers into a game of attendance projections.
Bridal Show attendance predictions are an exercise in crystal ball gazing. As is they say in the investment business, ‘Past performance is not necessarily an indication of future performance.’
In my opinion, the accountability is in the marketing and promotion of the show. Did a producer do what they said they would do? Nothing more.
The One Bad Apple Problem: What taints ethical bridal show producers, and creates reasonable skepticism and paranoia among exhibitors is blatant unethical behavior.
During a show earlier this year, a bridal show producer (NOT a BSPI member) tried to mask a lower-than-expected (aka predicted) turnout by playing a shell game with bride badges.
Essentially, the producer had the staff put bride badges on all women in the wedding party… brides, wedding party, friends. Vendors can be fooled for a little time, but it didn’t take them long to figure out they were being bamboozled by the producer.
At a more recent show, the same producer was selling 10′ x 10′ booths. That’s a common configuration. Problem was, when exhibitors arrived for the show, their spaces were only 8′ x 8′.
Dance Floor Math: You don’t have to be a math major to know you’re getting cheated in a big way. As a former DJ, I simply do the small math of multiplying 10 x 10 and 8 x 8. The promised booth layout was 100 square feet. The actual booth space was 64 square feet. That’s a deficiency of 36%.
In the words of Chef Emeril LaGasse, “This is not rocket science, folks!”
Here’s My Logic: As an exhibitor, one can expect a larger turnout or a smaller one. And one can be pleased or disappointed at the actual traffic flow. But that is purely from individual perspective. I can elect not to participate in the next show, if I choose, because I think a promoter has been ineffective in delivering a result, but being ineffective is not being unethical or deceptive.
However, when it comes to delivering a booth space that 36% smaller than offered and agreed to, that’s another story. I would be demanding 36% of booth fee be refunded. And then, I wouldn’t do business with that show producer, again.
In my view, the first scenario about badges is primarily an ethical issue (deception). The second one (booth space) is both a business and ethical issue. Exhibitors who have their act together, arrive with a plan for their 10′ x 10′ space. To suddenly have to function in an 8′ x 8′ is unacceptable at many levels.
The BIG Question: What Would You Do???
- Are these scenarios as clear cut for you as they are for me?
- Are there more issues and other perspectives?
- Under what conditions would you continue to business with this bridal show producer?
Please get involved in the conversation by contributing your comments and perspective.
Andy Ebon
The Wedding Marketing Authority
Getting Ready to Participate in a Bridal Show? Watch these videos!
Here are three vimeos filmed and edited by Memory Lane Video for the Las Vegas Wedding Network featuring Bridal Show Preparation tips from Debra Hansen and Andy Ebon. Debra Hansen, show producer for The Bridal Spectacular concentrated on the following categories:
- Pre-show Preparation
- Pre-show Promotion
- Training your booth Sales Staff
- Your Exhibit Booth and What it Says About You
Andy Ebon, The Wedding Marketing Authority focused on:
- Design Tips for Your Print Materials
- After Show Follow-up
Please enjoy these free tools that will help you have a more successful exhibiting experience.
Hope to see you at The Bridal Spectacular Jan 29 & 30 at Cashman Convention Center.
Now here are the Video’s:
Video #1 – Debra Hansen – Pre-Show Promotion – Training Your Staff
LVWN pt1 from Memory Lane Video on Vimeo.
Video #2 Debra Hansen – Designing Your booth
The Las Vegas WEdding Network – Part 2 from Memory Lane Video on Vimeo.
Video #3 Andy Ebon – Print Design, Follow-up After The Show, E-mailing Your Leads
The Las Vegas Wedding Network – Part 3 from Memory Lane Video on Vimeo.
Connecting Face-to-Face through Coffee and Conversation
- Coffee connections
One thing that amazes me, on a continual basis, is how people will blame their lack of networking success on other people and special circumstances. In the words of Emeril LaGasse, “This is not rocket science, folks.”
On an annual basis, business owners consider their ROI from various associations, networking groups and chambers of commerce. These have paid their dues, and perhaps more, but still don’t see a clear and definitive (measured in $$$) Return On Investment. This a big issue, but I’m only going to address a slice of it, via this post.
REALITY CHECK: Membership in any trade group or association gives you opportunity or access. You can leverage the situation by:
- Showing up to every meeting or almost every meeting.
- Making sensible donations: Those that benefit the organization AND showcase your company, effectively.
- Serving on a committee.
- Participating in a project.
- Serving on a Board of Directors
Here is the trick. Connections do not magically occur during a 3-hour event, once a month. That event and membership are simply the launching pad.
I know: “People are busy, companies are dealing with reduced staff, blah, blah, blah.”
They still have breakfast, lunch and dinner. The best way to leverage your organization membership is to get face-to-face with people. A solid 30-40 minutes before work, or at any mutually convenient time, is a solid way to develop a personal and business relationship.
If you call and are told, “Gee, I’m busy until the second week of November,” that’s OK, make a coffee date for the Tuesday or Wednesday in November. Figure it out. Get on their agenda, at their convenience.
Your ‘coffee date’ should not be a selling situation. It should be a get-to-know-you-and-your-business meeting; a stepping stone other avenues for referrals and more.
Vendors often feel that Directors of Catering and other venue contacts condescend to them. The reality on this one is that they have their hands full just trying to meet their own sales numbers, and are often annoyed by what they perceive as business owners with their hands out.
This is a complex discussion, but suffice to say, if you use the coffee connection to help determine how you can make your catering/venue/planner’s life easier, you are far likelier to have success in building a referral relationship.
Here is your assignment:
Make a list of the top 25 people you would like to do business with (Start with professionals who you have a commonality with, through membership in an association or networking group).- Planning through January 2010, schedule at least one coffee connection meeting a week.
- Research in advance: Use Facebook or LinkedIn to survey the person’s interests, work history, education background, etc., and use it softly in discussion.
- Figure out your follow up: Take notes on anything you promised to do or look into, during that meeting, and get it done.
- Acknowledge: With a quickie handwritten note. That trumps an email or anything else, six-ways-to-Sunday.
Being on a referral list is overrated. You want to be top of mind, and on people’s lips, when they talk with clients and peers.
If you are just paying your dues, you are likely underachieving.
Please share your own strategies that work, and post about your coffee connections.
Andy Ebon
The Wedding Marketing Authority
Wedding Video Podcast: Both Informative and Self-Promotional
- Coffee with Ricky: video podcast
Ricky Gulati of Memory Lane Video, makes a decided effort to network heavily. He is active in the Las Vegas Wedding Network and the Las Vegas Chapter of NACE.
Recently, he’s added a new tactic to his strategic arsenal. Coffee With Ricky, a video podcast. He hasn’t set in stone a schedule for the podcast series, but it’s a good bet it will eventually be a monthly offering, if it’s to be effective.
His audience is both brides and the local wedding professional. His intent is to provide good information and position himself as a wedding industry expert; particularly in the Las Vegas market.
The guest in this episode is Debbie Hansen, Producer of Bridal Spectacular, a Las Vegas – based wedding trade show for almost two decades. While it will take Ricky a few episodes to reach his comfort zone as host, he is well prepared with all the right questions the viewer would want asked. The result is an effective promotional tool for both interviewer and interviewee.
The questions you should be asking are:
- Could I produce an audio or video podcast myself?
- Could I collaborate to produce an audio or video podcast?
- If not as a producer, am I prepared to be a guest on someone else’s show? (Locally, regionally, or nationally)
Credibility and authority in the wedding industry is important. This is a great example of it.
Andy Ebon
The Wedding Marketing Authority
The Bride's Right to Privacy is Something We Need to Protect
Respecting the bride's privacy
Today’s brides are more and more sensitive to what happens to their names when they register for bridal shows or to receive wedding planners. Many, because of the fear of their name being passed on to people without their permission will opt out when they sign up for anything. The downside of that is they don’t receive special money saving offers and other great opportunities that may come their way, like invitations to open houses.
At Bridal Spectacular, we are very careful how our lists are used, we only share them with the vendors that the bride has agreed to by signing up for our show or Free Wedding Planner. Our vendors agree to not share them with third parties as further protection of the brides right to privacy.
We also always suggest to our brides that they get a temporary e-mail address to use during their wedding planning. It is so simple to secure a yahoo or gmail address for this purpose. Also with our system, as soon as the wedding is over, their name drops off of our list. Anytime the bride is uncomfortable with how her e-mail or other information is being used, we are very happy to change her to an opt out at her request.
If wedding professionals get too lax with how brides names are used, brides will start opting out more and more and then we all lose a very valuable asset. There are laws protecting the brides privacy and we recommend everyone take those laws very seriously.
Integrity in Bridal Show Advertising, or Lack Thereof, Affects Everyone!
Integrity is what you do, when no when else is looking.
Truth in advertising is the law! Like any other business, professional bridal show producers should strive for honesty in their advertising. Unfortunately, some unethical producers inflate their exhibitor and attendee counts in order to deceive wedding professionals and brides.
Competition is the rule in almost any business and it doesn’t have to be a negative. Multiple bridal shows in a community can certainly co- exist and serve the wedding professionals with quality shows as long as they both adhere to a professional code of ethics especially where their advertising is concerned. In our community, where my show has been in existence since 1991 and is the largest bridal show in town, I stick to the facts as I promote and advertise the event. If I say 1,000 brides or more are expected that is because I have seen those numbers at a past show. If I say there will be 180 wedding professionals, that means there will be 180 different companies at the show, a figure based on actual contracts signed. I see no purpose in misleading either the brides or vendors in quoting these figures.
The key to promoting your show in an honest and forthright manner is to take the characteristics of your show and play them up, not attempt to disguise your show as something other than what it is. If you are the new show in town, why not just say so? If you have a boutique show, or a hotel show, be proud of it and enumerate the advantages of your smaller more intimate show. Find something unique and positive to say about yourself without tearing at your competition. Take a note from political research which strongly suggests that we all hate negative and dishonest advertising!
Creating realistic expectations in your promotional programs and advertising results in brides and exhibitors having a better experience at a show. Don’t say promote 200 products and services when there are only 100 exhibitors. Many brides are perfectly happy with a 100 exhibitor show, but will be disappointed to find the show is actually half the size they expected. Intentionally deceiving brides is a no win strategy for the promoter, the exhibitors and the brides.
Beware of bridal show producers who use blatantly deceptive advertising practices. One bridal show in my market lists as many as 250 vendor names on its website. In fact, only about 100 of them actually participated in the show. Professionals this is not free advertising for you; it can actually harm you. What does the bride think when she attends the show looking for your business and you are not there? She will think you are unreliable.
Another sleazy practice is claiming the show has won fictitious awards. One show actually uses a fake “Blue Ribbon” logo claiming they are the “best bridal show”. Its phoney, you know it and the wedding professionals in town know it, it just makes you look bad!
As a member of BSPI, we commit to following a professional code of ethics. One of them reads as follows:
“8. Use honest and factual information in all advertising and protect the public against fraud and misleading information.”
Now I don’t know who will read this post, but I hope bridal show producers all over the country will see it and take this advice seriously.
- Be honest in your show promotion, its always the best policy and it’s the law!
- Quote only accurate and true attendance numbers and vendor numbers
- Concentrate on what makes you unique and make that the core of your advertising message. Don’t claim to be something you are not. Take what you are and make it a benefit!
Las VegasWedding Professionals: What follows is a list of supposed vendors at a recent bridal show. This list was posted for at least 3 months leading up to the show. It totals 254 names. 6 or more were out of business, Only 82 of these vendors were at the show, and the show sold about an additional 23 people either booths or bag stuffers for a total vendor count of 105. There is no shame in a show with 105 vendors, but there is something not quite right about claiming 254. Vendors you have a right to tell someone using your name to sell their show, NO. Your name on a list when you won’t be there can only cause you negative promotion. Take a stand for honesty in advertising! If you’re name is on this list and you were not there, call and let them know how you feel! This same list also now appears on their next show where they again claim to be the largest and are actually guaranteeing their false claim. They are selling their show based on you being there, using your good name, without your permission.
- A Day to Remember
- AAA Travel
- A&A Weddings
- Alexis Park Resort
- Aliante Station Casino & Hotel
- All Events Dj and Photo Booths
- All Night Long Entertainment
- Alligator Soup
- Allyse’s Bridal & Formal
- Altenburg Studio
- Alt-F Photography
- American Laser Center
- Annabelle’s All Occasions
- Anytime Fitness
- Arbonne International
- Ardyss International
- Art Bejarano, DDS, Cosmetic Dentistry
- A&W Photography
- Bartenders Direct
- Baskets by Marmie
- Bed, Bath & Beyond
- Bella Adagio & Just Because
- Bella Brides Maid
- Bella Rosa Mansion
- Big Daddy Productions
- Bishou Dentistry
- Black Mountain Golf Club
- Bobby Wheat Photography
- Body Sculptress
- BodySport Fitness Center
- Boogie Entertainment Dj Service
- Boot Camp Las Vegas
- Border Grill Las Vegas
- Bowtie’s Bridal
- Bridal Room, The
- Brides by Demetrios
- B’s Purses
- Buca di Beppo Summerlin
- Cache Media Works
- Caesar’s Palace Wedding Chapel
- Cameo Photography
- Canyon Gate Country Club
- Captain’s Cove
- Castle of Cakes
- Celebrity Bright Smile
- Chapel at Mandalay Bay, The
- Cheeseburger Las Vegas
- Chippendales
- Chicks who Click Las Vegas
- Christian Pastor 2 You
- CLM Weddings
- CPR Tents and Events
- Creations Bakery
- Cupcakery, The
- Dahn Yoga
- David’s Bridal
- Destination Travel, A
- Di Delights
- Diamond Events
- Digital Studios Photography
- Digs Studio
- Dillards
- Dirty Blonde Cocktails
- DJs TO YOU
- DJ Mikey
- Dragon Ridge Country Club
- Dream Entertainment
- Earth Limo
- Eastgate Parke & Pavilion
- Eastside Cannery
- EDI Photography
- Elements Therapeutic Massage
- Emerald at Queensridge
- Enchanted Florist
- Entrada at Snow Canyon
- Eric Andrew Collection
- Events By Michele
- Executive Floral
- Face Design
- First Dance Cards
- Five Star Travel
- Four Seasons Dental Spa
- Gambler’s General Store
- George Harouni DDS
- Global Flowers
- Go To Wedding Planner
- Good Vibrations
- Gordon Biersch Brewery
- Griffin Events Inc
- Grove, The
- Gubler Dental
- Hampton Inn & Suites (Red Rock/Summerlin)
- Henderson Convention Center
- Heritage Makers
- High Flyin’ Entertainment LLC
- Hotel on Mt. Charleston, The
- Ice Occasions
- Independent Capitol Management
- Innerspace | Lori Simpson Creations
- Isagenix
- Isis Artistry
- Ivy House & Garden Florist, The
- J & E Floral LLC
- J & J Photography
- Jennies and Baking Co.
- John Morris Photography
- Joshua Ian Photography
- Journey Pacific
- Jovani Linens
- Julie Reed Events
- JW Marriott
- Kare Tee’s & Embroidery
- Kennedy Estate, The
- Lakeside Weddings & Events
- Las Vegas DJ’s
- Las Vegas Event Flowers & Decor
- Las Vegas Paiute
- Las Vegas Party Tents & Rentals
- Las Vegas RJ, Celebrations Dept.
- Lasting Keepsakes
- Lawry’s The Prime Rib
- lia sophia Jewelery Advisor Teri Serpico
- Lifestyle Lift
- Lill Studio – Handbag Co.
- Limelight Photography
- Little Pastry Chefs
- LMG Attractions
- Loew’s Lake Las Vegas Resort
- Los Prados Golf & Country Club
- Luxor Hotel Wedding Chapel
- LV Photo Party
- Madame Et Monsieur, Relaxing Weight Loss
- Madelyn R’s Studio
- Maggiano’s Little Italy
- Mai Honeymoon
- Marisha A Floral & Events
- Marriage Can Be Murder
- Mary Kay Inc.
- Mass Mutual Financial Group
- McCormick & Schmicks
- Memory Lane Video
- Men’s Wearhouse
- MGM Grand – Forever Grand Wedding Chapel
- Michelle’s Bridal
- Mirage Hotel
- Mountain West Chiropractic and Integrated Health
- Moxie Hair Studios
- Mt. Charleston Hotel
- Mycki Manning Studios
- Naakiti Floral Design
- Natalie Littlefield’s Catering
- Nevada Eye Care
- New Image
- New Woman Magazine
- Nicholson Photography
- Nite Tours International
- Now Flip This
- NuSkin Enterprise
- Oasis Las Vegas Special Events Center
- Olya Banchick, DDS
- One Luv
- On Location Artist’s
- OnPointe Creations LLC
- Orinoco
- Orleans Hotel & Casino | Gold Coast
- Pacific Dental Services
- Pacific Event Productions
- Palms Casino Resort and Palms Place
- Pamper Divas
- Pampered Brides
- Paper City
- Paradise Realty
- Paris Wedding Chapel
- Party Booths
- Passion Parties
- Perfect Wedding Dance, A
- Photographic Creations
- Photos by Larotonda
- Planet Beach Contempo Spa
- Platinum Hotel
- Prestige Flowers & Gifts
- Pure Romance by Kat & Amanda
- Quest Drape
- Rainbow Gardens
- Ray Anthony Photography
- Realty One Group
- Red Hot Events
- Reflection Dental
- Relaxing Weight Loss
- Reflective Souls Photography
- Renaissance Hotel Weddings
- Renta-Dress & Tux Shop
- ResortStay International – United Nissan
- Resort on Mt. Charleston, The
- Review Journal (newspaper subscriptions)
- Revere Golf Club, The
- Rhodes Ranch Golf Club
- Ricardo’s of Las Vegas
- Rocky Mountain Chocolate Factory
- Royal Prestige
- RSVP Party Rentals
- Ruth’s Chris Steak House
- Santa Fe Station
- Sapphire Gentlemen’s Club – Men of Sapphire
- Send Out Cards
- Serenity Weight Loss Spa
- Shape Within
- Shutter Booth
- Shutter Box Photo Booth
- Silverstone Golf Club
- Simple Elegance Cakes
- Simplicity Gourmet
- So Lucky to B Me Clothing Co.
- Stampin’ Up/ Pampered Chef
- Star Studios
- Stripper 101
- Studio ATG
- Suit Envy
- Summerlin Med Spa
- Sun City | McDonald Ranch
- Suncoast Hotel
- Sunnie Affair, A
- Sunset Studio Photography
- Sunstone Dental
- Susan’s Chocolate Wonders
- Tabasa Handmade Apparel by Yuki
- Terrace, The
- Texas Station
- Tivoli Floral
- TPC Las Vegas
- Travers Travel
- Trim Care
- Tropicana Express Hotel and Casino
- TSL Photography
- Tux One and Bridal
- Tuxedo Junction, Inc.
- Ultimate Choice Travel
- Vegas Party Shots
- Vegas Tan Van
- Vegas Weddings
- Ventano Italian
- Victoria’s Event Productions
- View 2-1-5
- Village East Cleaners
- Wedding Design by Cathie
- Wedding Olala
- Wedding Professional Services
- Weddings by VP
- Weekenders USA
- Wild Orchid’s Florist and Event Company
- Wild Truffles
- World Ventures
- Write or Invite
- Xango
Debra Hansen Interviewed on "Coffee with Ricky"
Last week Debra Hansen, producer of The Bridal Spectacular, was invited to be the first guest on a new internet series called “Coffee with Ricky” This new series was created by Ricky Gulati and John Sanchez of Memory Lane Video. It was a great opportunity to tell the wedding community about their upcoming bridal show to be held at Cashman Convention Center August 21 & 22. Enjoy the show and please leave comments on our blog!
The interview covers topics important to wedding professionals and brides to be regarding what to expect when they attend or participate in The Bridal Spectacular, Las Vegas’ largest and most respected bridal event. Some of them were:
- How they promote their bridal shows.
- How Bridal Spectacular is becoming more “green” with keepsake bags for every bride
- How the show helps the bride pre-plan her bridal show experience
- Why there are more wedding professionals at The Bridal Spectacular than at other bridal shows
- and More, watch and see!
Episode 1: “Coffee with Ricky” – Debra Hansen, Bridal Spectacular Producer from Memory Lane Video!
BSPI Speaks Out About Bridal Shows
A recent article by a self-proclaimed “expert” on how brides think, concluded that bridal shows are a thing of the past. BSPi (Bridal Show Producers International) begs to differ! Not just because we’re an organization of bridal show producers, but because we have the facts. Here they are…
National research among brides shows that nearly 40% attend a bridal show during their planning process. With 2.2 million U.S. weddings each year, that means bridal shows attract over 900,000 engaged couples eager to book products and services for their weddings. Can you really afford to miss 40% of your target audience?
The “expert” proclaims that the primary reason brides attend bridal shows is to get ideas for their wedding. In reality, research among bridal show attendees shows that the actual #1 reason brides attend a bridal show is to find vendors for their weddings! While at a bridal show, over 60% of brides purchase products, place deposits or set up appointments to meet with vendors after the show. Chances are that if you’re not at a bridal show, brides are booking business with a competitor who is.
The “expert” asserts that brides now connect personally with wedding vendors on-line, negating the need to actually meet them in person at a bridal show. Really? Brides looking for a wedding planning website will find that there are over 1,600 to choose from. Need a wedding photographer in Los Angeles? You get more than 11 million options to look into on Google. With this kind of proliferation, what are the chances you can affordably reach a significant portion of your audience solely on line? Bridal shows offer a much less competitive environment and the chance to personally connect with brides in an environment where they can touch, taste, smell, and/or hear your product. They can’t do that online.
Although the “expert” makes her living selling marketing advice to wedding vendors, she has some pretty unflattering things to say about professionals who participate in bridal shows. The fact is, most bridal show producers evaluate exhibitors to weed out the novices … what website does that? And with high return rates of long term exhibitors few booths are available for questionable companies or those outside the wedding market. The fact is you’ll be in good company at a bridal show. America’s most successful national bridal retailers know that!
Less than 2% of the population is planning a wedding at any given time and reaching engaged couples is like finding the proverbial needle in a haystack. Wedding professionals need to focus their marketing dollars on the three most targeted media options…bridal magazines, the internet and bridal shows.
Bridal Show Producers International is a non-profit association of bridal show producers from all over the US, Canada, Europe, New Zealand and more. Their members produce over 300 bridal shows and all members are asked to honor a professional Code of Ethics.
Serving Las Vegas wedding professionals through networking, education, and synergy.
LVWN Organizers
