Shows. Bridal Shows. Everywhere you look there seems to be another
Bridal Show. With so many Bridal Shows available, the question
naturally arises, "are Bridal Shows a worthwhile way to promote
my DJ business?" The answer is really quite simple: yes and no.
generally attract a very targeted group of brides interested in
expanding their knowledge as to wedding related services and products
that can help them make planning easier. This targeted group of
Bridal Show participants naturally contains numerous prospective
clients that may be interested in your services, many of whom you may
not meet in any other way.
provide a Disc Jockey Service with a convenient way to personally
meet numerous potential clients during a short period of time.
Personal contact is one of the most beneficial advantages of Bridal
Shows, and is likely the one ingredient that will lead to more
clients. This is a benefit that most other forms of advertising,
despite the technology, still lack - personal contact.
For most Disc
Jockey Services, a local Bridal Show would be the best place to start
for several reasons. First, experience has shown that DJs,
particularly those who specialize in weddings, are more successful
acquiring local clients than acquiring clients at out of town shows.
Despite the fact that weddings are a multi-billion dollar national
market, many individuals continue to trust local DJs with their music
needs. Second, because national Bridal Shows are so expensive, a
local Bridal Show will most likely provide you the best contacts and
save you the large expenses associated with participating in a large
national show held out of your area.
your expectations?" That is one of the first questions that a DJ
should consider before investing in a Bridal Show. Although
effective, participating in a single Bridal Show will likely not
bring you thousands of clients. With that understood, it is much
easier to realistically look at the potential of Bridal Shows for
growing your business.
Just like your
business, a Bridal Show is what you make of it. An attractive booth,
handout materials, and professional Exhibitors are all essential
components of an effective Bridal Show presentation. Without just one
of these elements, your presentation may lack the power to bring your
company real business.
Bridal Shows are
busy places; however, despite the traffic, it will likely not flow
directly into your site unless you direct it there. You must have
something to draw people in, whether it be a sign that raises a
question or a free drawing for a tangible gift. Simply "being
there" is usually not enough to draw real traffic and bring in
effective, Bridal Shows can also be a very expensive investment. A
DJ's marketing and advertising budget must be carefully weighed to
determine if a Bridal Show will provide better leads than other forms
of Music Magic at Bridal
founding, Music Magic has participated in several Bridal Shows
including the area's first mall bridal show. These Bridal Shows have
had a steady effect on the growth of overall Bridal accounts.
One of the
difficulties that Music Magic has faced with Bridal Shows is
measuring the exact effect they have had upon the company's growth.
Though there is little doubt that the shows are helpful, the exact
impact is difficult to measure. (This problem is not solely limited
to Bridal Shows, rather exact measurability is a problem with almost
all forms of advertising). To attempt to ascertain the effect of
Bridal Shows, Music Magic has included a question which asks the
prospective client to identify how they heard of Music Magic.
However, despite these efforts, exact results are often difficult to gauge.
Also keep in mind,
the opportunity of simply rubbing shoulders with other businesses and
vendors who work within the same arena are just as influential in
advertising your business as gaining additional clients.
exhibiting at a bridal fair or expo and you're making your game plan,
What do I
expect to accomplish as a result of exhibiting?
Do I have a
clearly defined and written set of goals that include the number of
brides I expect and the number of sales that will be a result of the show?
When a Bride
comes up to my exhibit booth, what do I want their first impression
of me to be?
How will I make
questions will I ask a Bride to immediately qualify them and generate
interest in what I do?
Do I have these
questions written down and rehearsed? Are they questions that make a Bride
answer with information that leads to an appointment or booking?
information do I want to get from asking this question?
Can I tell how
qualified my Bride
is as a result of the question? Does it take more than one question
to find out the information I need?
statements can I make that will establish credibility and motivate
the Bride to act?
Do I have these
statements written down and rehearsed? Is each one a statement about
what I do in terms of what my Bride
needs? Is it a statement that is memorable?
Am I doing
anything memorable? Is my exhibit memorable? Am I saying anything memorable?
What can I do that
will be remembered and talked about after the show?
Am I doing
anything that will differentiate me or distinguish me from the competition?
When I follow up
after the show, what will separate me from my competition in the eyes
of the Bride?
What are the
tools I'll need to accomplish these tasks?
ad specialties, signs, show specials and people do I need to make
this show a success? (Meet or exceed my goals.)
Are you going to
try to sell other exhibitors? Of course, you are!
Let them know you
are an exhibitor, too!
- The best
selling situation is CEO to CEO.
- Use a well
thought-out, rehearsed, short statement about who you are and what
- Try to
establish quick rapport and confidence either through mutual friends,
known customers, their competition that buys from you or your ability
to explain how your service can benefit the exhibitor.
- You have less
than one minute to do this.
- Remember, the
exhibitor is there to sell not buy.
Don't interrupt a
conversation taking place. Ever.
can carry on 1 to 3 minutes, not
- Get card,
write information, firm up a "get-together."
- Get moving.
Tips For A
Grab the Viewer's Attention.
than your company name or product is a sign that states a benefit.
Your sign should read like a billboard with a bold message in eight
words or less. Tell the prospects what you can do for them.
Surprisingly, most exhibits make the company name the largest graphic
in the booth. If you want to draw prospects into your booth, design
your graphics like an advertisement, and make the benefit stand out.
Don't Stack Brochures
Less is more
when it comes to brochures-- the fewer brochures on display, the
higher the perceived value. It's better to frequently re-stock your
literature rack than to have a pile that indicates you don't place
much value on the brochure. The best brochures are one-page fact
sheets. They are easier to carry home and less likely to be thrown
out because they're less bulky to carry.
hesitant about using red, yellow or orange. All of these colors help
emphasize the message and, more importantly, draw the viewer's eye to
your booth. Black lettering on a yellow or orange background is 60
percent more likely to be read than if on a white background. Bright
colors indicate an important message. Stay away from earth tones or
blue. They may be comfortable, but they're dull when communicating a message.
The word new
stops the viewer. The prospect is challenged by the word new and
looks to see what is new. Always create a separate sign with the word
new on it. Don't make it part of the existing sign. It should stand
out as its own message. This is sure to bring attention to your
exhibit and service.
Have you ever
walked into a store and felt you couldn't browse around? Some
attendees feel the same way about exhibits. Allow plenty of open
space for visitors to browse. Create a sign, "You're welcome to
browse and enjoy our exhibit." Never place a table across the
front of an exhibit-- it acts as a blockade and keeps visitors from
entering the booth.
like the palace guard. Don't cross your hands or place your hands in
your pockets. Hold a small piece of paper in your hands-- it will
give you better posture and make you look more approachable. With
smaller exhibits, don't stand in the center of the exhibit, stand off
to the side, near the front corner of the exhibit. To create a more
inviting appearance, don't directly face the aisle and stare at
attendees. Instead, stand at a 45-degree angle so you're viewing the
aisle with your peripheral vision.
Value of Giveaways
Key chains, pens
and other giveaways randomly stacked on a counter create the grab-and-run
behavior with attendees. The best way to use giveaways is to carry a
few with you, and after each conversation present the item as a token
of your appreciation. Giveaways piled on a counter or in a large bowl
are perceived by attendees to be cheap trinkets with low value.
are Better Than Square Counters
rectangular shapes create the impression that visitors should stand
on one side and the sellers on the opposite. They serve as barriers
and reduce the quality of interaction. Round shapes eliminate the
perception of positioning and create a more friendly side-by-side
conversation with the visitor. With round, counter-height tables,
visitors feel more comfortable talking to sales representatives.
Greatly Enhances Visual Impact
The viewer's eye
is attracted to the brightest spot. Adding a few extra spotlights to
your exhibit can increase the visual pulling power by 50 percent or
more. Some older and smaller exhibit halls have poor lighting. The
addition of lights to your exhibit allows your exhibit to be noticed
more quickly and easily.