Face to Face With The Bride
Before anyone announces the premature demise of The Bridal Show, I offer a strong counterpoint.
When one asks a wedding vendor what their biggest challenges are in selling to the bride, most often you will hear two things.
- “I can never seem to get the bride on the phone for a conversation.”
- “If I could only get the bride to my office…”
The purpose of electronic communications (websites, blogs, email, Facebook, Twitter, and others) is to ease exchange of information and narrow the field to just a few choices.
At bridal shows, brides who attend often times are at the start of their search, and need most everything. Or, the have made many buying decisions and need only a handful of products or services.
In either case, having the prospective client in front of a wedding vendor is a great opportunity. There is nothing better than a one-on-one conversation, looking the other person in the eye. A vendor can develop a lead, invite the bride to a showcase, close for an appointment, or ask for the sale.
“Ask for the order.” There is a novel thought.
Social media is a catalyst for communication. It is not a substitute for face-to-face interaction. Further, the experience of cruising the bridal show, with a small entourage, is precisely the kind of experience brides enjoy, thoroughly.
One final thought… Bridal shows are the ideal way to jump start wedding marketing for a new business, or one that has soft sales. Online marketing takes time and is a long-haul commitment.
Nothing beats a bridal show! You have it on my authority.
Andy Ebon
The Wedding Marketing Authority
