Wedding fairs & exhibitions are great ways to connect with your potential clients; as well as networking with fellow industry friends.
Most people tend to think about their stand; how to display their best work, and how they can make their business stand out amongst the competition.
But what if I told you that there are 3 big mistakes, that most people tend to overlook when attending these wedding fairs.
Most people tend to approach a wedding fair like fishing – if they throw enough nets into the ocean, they will be able to catch more fish. The problem with this strategy is that you can end up with dolphins, sharks and even an old shoe (bad example, but you get what I’m saying).
You rather want to approach these like speed dating – you know your ideal client, and what you can offer them, so you want to quickly assess who would be the right fit for you, and connect with them on a personal level, to leave a lasting impression.
These are the three biggest mistakes you may be making, when doing a wedding fair:
1. Waiting for the Client to Contact You
This would be using the fishing strategy – you would rather have your potential client’s contact information (with their permission of course).
We would suggest running a small competition, where you give away a free product or sample of your service. Your clients would then be interested in winning, and would be prepared to give you some contact information in return. We suggest little cards that they can fill out, where you can add a checkbox to see if they would like to find out more info about your product or service (you can then have a list of people to contact on Monday, rather than waiting for people to contact you).
2. Not Making a Lasting Impression
Think about how you can leave a lasting impression - so that you will be front of mind. Instead of just giving out a business card or flyer, try give them something that will be remembered.
For example, if you are a florist - tie your business card to a flower. If you are a baker, give them a yummy biscuit with your contact details. BUT remember to keep it relevant – if you are a photographer it won’t make sense to hand out a cupcake. Rather include a small card, with styling tips for your engagement shoot.
3. Not Branding Your Stand
So, I bet you have spent hours thinking about what to display, agonizing over florals or the colour of your stand; but you completely forgot to brand your stand. Make sure you have a large sign with your logo. Let it be the shining beaker of your stand, and say all the things you would want to say to every potential client walking past. Let your logo be front and centre with a small tagline of what you do, and the problem your product / service solves.
Remember you only have a teeny tiny space, so make sure you get the most out of it. This is an opportunity to connect, face to face with your potential clients. Make sure you find out more about them and the struggles they are facing.
Instead of bombarding them with info, try to ask them what are they finding most difficult about planning their wedding and see how your product or service can help ease the stress and anxiety of planning a wedding. (This is the perfect opportunity for casual market research).
See if they are your ideal client, or if you think they would be a good fit for your business. Only hand out your card / flyer once you have established a connection with them and if you feel like they would be a good fit for your business. Don’t be the annoying guy not saying anything, and handing out cheap flyers that are just headed towards the trash can.
BUT be mindful, that some people may be too shy to approach you. You want to make sure you give them enough info to want to find out more online.
We know how stressful planning these fairs can be, so please get in touch, we would love to help you create the perfect signage & stationery for your next showcase xx