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
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
Serving Las Vegas wedding professionals through networking, education, and synergy.
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