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
Exhibit Design – Start Early for Maximum Effectiveness
If bridal shows are in your future (and they certainly ought to be if your target market is brides), there is no time like now to start designing what your booth will look like.
One of my favorite sources over the years for good tips has come from Susan A Friedmann the author of “Exhibiting at Tradeshows: Tips and Techniques for Success”. Then add over 20 years of bridal show experience to the mix and here are some basic things you need to keep in mind when planning your display.
- What is your budget? This will dictate just how much you can do, but even a small budget display can be an effective one.
- What image do you want to project? Quality, high tech, traditional, trendy, cutting edge?
- Use of Color: Color can create many different physiological or psychological messages.
Blue: Calming
Red: Emotionally Charged
Yellow: Best attention getter
Green: Positive and Calming
Orange: Cheap
Gold, Silver & Platinum: Symbolize premium
Black: Power
White: Denotes honesty and purity
Pastels: Have a welcoming affect.
Now this color advice is standard for trade shows, but for a bridal show you might also want to consider using the colors that are popular for weddings right now. Check with the bridal shops as to the most popular colors for this season.
- Graphics and Signage: They need to tell the bride and groom you are, what you do and what the benefits of your products and services are. The bridal show producer will more than likely provide you with an identification sign, but that is not enough. If the attendees are to walk away and remember your name you need to invest in a banner. Generally 3 x 8 is plenty big enough and will probably run you around $80.00. You will be able to use this banner for every show you participate in so its a worthwhile investment.
- Copy writing Guidelines: Be buyer focused, concise, stress one benefit only and be action oriented.
- Lighting: Bring your own lighting to accentuate product displays and create moods. Halogens are not allowed as they are a fire hazard. You will require electricity in order to use lighting features.
- Carpeting: Generally, large bridal shows are in convention centers that are not carpeted. Carpeting will make your booth look more luxurious and inviting. Either order it from the show decorator or check to see if you can bring your own. This is generally allowed as long as you make sure it is taped down securely. Your feet will love you for it and the brides will spend more time in your booth.
- Furniture: Tables should be used on the sides for displays and not create a barrier between the booth and the aisle. Save your chairs for bride use only! Don’t sit down or you will look bored.
- Make sure the booth reflects what you do: While it is nice to decorate your booth with flowers and other decor, if you are not a florist don’t over do it. The attendee should be able to tell at a glance if you are a photographer, baker, reception facility, invitation company, etc.
- Know how much space you have to work with. Mark out a 10 x 10, 5 x 8, or whatever size booth you have and practice with the items you plan to show.
- Don’t over fill your booth with too many products, focus on your main product.
We hope you find these tips helpful in planning for your next bridal show experience.
Debra Hansen, Show Producer
Memory Lane Video
Serving Las Vegas wedding professionals through networking, education, and synergy.
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