Wedding Sales Fable of Goldie-Bride and the 13 DJ-Bears

mixed-signalsOnce upon a time there was a bride named Goldie. She had met her prince charming and couldn’t wait to start the process of planning her wedding. She stopped at a bookstore and came home with an armload of wedding magazines. Goldie was inspired.

Goldie set her DVR and recorded many wedding shows. There were shows about cakes, shows about brides-behaving-badly, shows about wedding dresses, and shows about planning the almost-perfect wedding… including one with a white knight named David Tutera who rides in on his trusty steed, Marky Mark (named after his favorite actor), to save the day from incredibly amateur wedding planning. Goldie drank gallons of coffee and watched the wedding shows until the wee hours of the morning. Goldie was jittery… and further inspired.

Goldie took her inspiration to the internet where she registered at every wedding website known to humanity… local sites, regional sites, and national sites. She read many message board postings of incredibly uninformed and self-centered brides, most of whom had not yet married, and therefore knew little of what they spoke. Nevertheless, having logged dozens of hours, swimming in information and data, Goldie was convinced she was becoming a wedding expert. She now forecast a career as a wedding planner, as soon as she completed her own wedding.

Like a college student, cramming for final exams, Goldie‘s head was ready to explode. She had consumed seemingly unlimited amounts of information, but hadn’t made one decision. Poor Goldie. A bridal show… that would be the answer. She could meet many wedding professionals, under one roof, on one day. Surely this would make decision making easier. Go Goldie, Go!!

disc jockey bearGoldie started with wedding disc jockeys, knowing how important they would be in the success of her reception. She was quite excited after meeting the first couple of DJ’s. And then, at each aisle, it seemed, there was yet another disc jockey. They were all dressed in bear suits and had matching accessories from a local tuxedo store.

Goldie learned a new word… commodity.

And with each successive encounter she filled her wedding basket with a treasure trove of CHOICES. Choices of music, disc jockeys, wedding entertainment directors, uplighting, dance floor lighting, gobos, party motivators, more equipment, less equipment, CDs and vinyl records. Goldie’s eyes started to spin like a cartoon character that had been conked on the head with a frying pan. Poor Goldie…

Goldie was no longer inspired. She was confused.

Goldie wanted fewer choices.

There weren’t too many bears… uhh, DJs. Though each of them offered too many choices. Goldie’s head was splitting with options. She couldn’t make one decision, until she met the 13th bear. That bear offered a single choice, an appointment.

“I’m sure you’ve met many other bears and DJ’s, today. I know we all have a lot to offer. Perhaps it would be easier if you came to our office, brought your fiancé, and enjoyed some porridge. Then we could answer all your questions without your head exploding. Would afternoon or evening be better?”

bear-coupleAnd so, Goldie deferred her decision until she met with the knowledgable and professional 13th DJ-Bear. Goldie was able to clear her head, at least for a little while, and decided to hire this particular bear to entertain at her wedding.

Goldie was no longer inspired. She was content and relieved.

As she made her way around the bridal show floor, Goldie made appointments with other wedding professionals who understood the wisdom of how to work a bridal show.

Morale: Disc jockey wedding bears and other wedding professional bears that make appointments at wedding shows, make more sales. Any other strategy would be… well, unbearable.

Andy Ebon - signature

 

 

Andy Ebon
The Wedding Marketing Authority
The Wedding Marketing Blog

Bridal Show Exhibiting

Bridal Show ExhibitingWedding businesses seem to experience recurring cases of amnesia, at least twice annually. Regardless of the effectiveness of exhibiting in a bridal show, many companies review the buying decision, every time.  Other businesses just renew for the next series of shows, without missing a beat.

Describing a Successful Wedding Show

Bridal show staff members have an impossible job. Planning the show, selling exhibitor space, developing sponsorship participation, continually improving the event, itself, with new wrinkles, and attracting solid attendance from brides, grooms, and their entourage members.

As part of their show-day duties, members of staff will circulate throughout the show floor and check in on exhibitors to make certain everything is to their liking and see if they have any immediate needs or issues. This proactive work can head off bigger problems often spoken about (for the first time) AFTER the show. Seeking brush fires and putting them out is good show management protocol.

And how’s the show going for you, so far?

When asking this question to 100 exhibitors, a show producer will get a variety of answers. Most responses are of little value. The value is in showing genuine concern for the perceived success at the show.

As a past exhibitor, I would bristle at the question. Particularly, if the show staffer was accompanied by a clipboard and contract for the next show (usually accompanied by a discount). My standard response was: “It’s too early to tell. Take to me 30-60 days.”

My brusque response was based on the notion that primary show accomplishments are measured by the number of appointments booked. Some businesses will book business, at the show, and that’s fine. But they are the exception.

Other than day-of-show sales, the main goals should be:

  • Booking appointments
  • Appointments – Utilizing email, snail mail, and telemarketing – POST SHOW – to confirm existing appointments and book new appointments
  • Reinforcing company branding within the local wedding market
  • Showcase new services, staff

How to Shoot Yourself in the Foot

Perhaps the most frustrating discussion a bridal show producer can have with an exhibitor who elects to take part in the next show because ‘We did so well from the last show, we thought we’d sit out and see what happens.’

The show producer will try to talk the exhibitor out of taking a sabbatical for a variety of reasons, both for the benefit of their customer (you) and themselves.

Suffering from Success

Bridal Show ExhibitingSuffering from Success is an Ebonism describing a state of overwhelm from too many inquiries or bookings. It has been my experience, both personally and by observation that suffering from success is a temporary condition, often resulting in excessive optimism.

Circumstances change quickly. Referral relationships can change overnight. People can relocate, get fired, or transfer in the blink of an eye. You can fall out of favor with a peer by your own hand or an employee gaffe. It can and does happen. Believing you are somehow immune is blue sky optimism.

Wedding Shows are a lead source, Year Round

Virtually all show websites provide leads to their exhibitors, both from the live events and sign-ups on websites. Sadly, advertisers/exhibitors rarely take advantage of this ongoing influx of prospects. There are different ‘wedding seasons’ (as far as months when people get married), but engagements occur every month of the year.

Yes it’s true the most engagements happen Thanksgiving through New Year’s Eve’. The next largest engagement period is around Valentine’s Day. If you limit your wedding marketing activity to those time frames, you are shorting yourself.

Out of Sight, Out of Mind

In our burgeoning internet and social media world, many wedding professionals have scaled back their face-to-face wedding marketing and networking; either unwittingly or by choice. Your absence from wedding shows speaks more loudly than your presence.

Suffering from Success: Part 2

Other than becoming more efficient in handling business, there are other options at your disposal.

  • Expanding your business
  • Developing improved strategic alliances with friendly competitors
  • Enhancing your target audience – including RAISING PRICES

The pricing test

If you are effectively sold out at the appropriate times on your calendar, then ask yourself this,

“Am I turning away any business for the stated reason of ‘being too expensive’?”

If the answer is NO… or sometimes, but I’m able to fill those dates with then next prospect, THEN, you should consider raising your prices. It’s a step to consider thoughtfully.

Any price increase, without expanding capacity, is money headed right for your bottom line.

Saturdays Sold Out through June 13th

At the next wedding show, why not declare your success by letting wedding couples and wedding professionals about how solid your company is. It will be a motivator for wedding couples and professionals.

My Recommendations

Don’t ever sit on the sidelines to ‘see what happens’ if you don’t exhibit ‘this time’. Don’t be Passive! Proactively build on your success and direct your company to scale even greater heights.

Andy Ebon

Andy Ebon
The Wedding Marketing Authority

LED Unplugged lights up Bridal Spectacular Bridal Show

LED UnpluggedA few years ago Kevin Cordova‘s primary business was DJ entertainment for weddings and special events. He let his creative juices flow and has built LED Unplugged, a company for lighting and event rentals. (Definition: an LED is a Light Emitting Diode)

His first business development came in the arena of wireless lighting design. Not simply renting dumb lighting, but intelligent LED spotlights, programmable in color and motion, to truly enhance a venue.

Over time, Kevin has built a lounge furniture division and a cottage industry in beautifully lit antique letters. He continually develops adjunct elements that create special focus within events.

Last weekend, LED Unplugged was in the center of everything at Bridal Spectacular, Las Vegas’ top bridal show. For several years running, Kevin has created a special lounge area for the show. Never the same design, twice.

This year’s lounge area featured furniture, antique letter lighting, and an overarching color theme and design elements. It used both the space and height of the allotted floor space, creating a buffer area, between the exhibitor booth area and fashion show stage and seating.

Photos by Alicia Purdum, Orange Soda Photography
Photos by Alicia Purdum, Orange Soda Photography

Click image to enlarge view

The picture (above) taken by Orange Soda Photography is presented as one image, but is actually stitched together, East and West positioning. They faced each other on the lounge floor, spelling out, WILL YOU MARRY ME? 

Not only was the lounge themed in pink and white, even Kevin was in a white suit, with pink accoutrements.

To give you a sense of scale and perspective we also feature a photo taken by Adam Frazier Photography, with the assist of a cherry picker.

Photo by Adam Frazier, Adam Frazier photography
Photo by Adam Frazier, Adam Frazier photography

Click image to enlarge view

You would think that would be plenty of involvement, but Kevin has a trade show booth, and was hired by many fellow exhibitors to provide accent lighting to enhance their booth presentations of all kinds.

Lots of wedding show exhibitors do excellent work. Kevin Cordova has found a way to be helpful, ubiquitous, and stay several steps ahead of the competition. When businesses and wedding couples work with Kevin, they are not just renting gear; they are getting the benefit of outstanding design creativity.

Oh… you won’t see behind the DJ booth any time soon 🙂

Acknowledgments: Thanks to Orange Soda PhotographyAdam Frazier Photography, and Bridal Spectacular.

Andy Ebon

 

 

Andy Ebon
Wedding Marketing Authority
The Wedding Marketing Blog

The Pink Bride Continually Builds Brand Awareness

Pink BrideThe Pink Bride bills itself as Tennessee’s Leading Wedding Resource. With wedding shows in six markets, magazines in five, and mobile-ready website, The Pink Bride stands out in a crowd. Its website serves wedding couples who are shopping for services and wedding businesses, looking to be found.

The creative cast at The Pink Bride is all about being provocative and refreshing the appeal of its multi-prong marketing attack on an ongoing basis. While many businesses make incremental changes, largely playing itself, this company is only comfortable being cutting edge.

Brides want new and different!

And with that, The Pink Bride website unveiled a new welcome page with clean, sharp graphics, and user-friendly search engine for wedding products and service in all its six Tennessee markets. And their pink leading lady stands out in crowd of wedding marketing clutter!

The big excitement, this week, are the major changes being unveiled out at its Nashville Wedding Show, this Sunday, August 24, 11am – 4pm at the Nashville Music City Center.

It’s fun being a trendsetter

The Pink BrideSo ask yourself… What’s more fun than turning up the heat on your competition, while serving your customers with unmitigated enthusiasm?

Keep doing it, every year, and the only place you’ll see your competition is in the rear view mirror. FYI: The Pink Bride is a member of BSPI (Bridal Show Producers International)

Andy Ebon

 

 

Andy Ebon
The Wedding Marketing Authority
The Wedding Marketing Blog