This is the Transcript of the #WeddingMarket Chat on December 19th, 2012 with Julia Markel of The Bridal Expo.

The answers were made on Twitter so responses will appear different. This Chat is Sponsored By the Association for Wedding Professionals, International http://afwpi.com

Join Our Wedding Market Chats For Wedding Professionals Every Wednesday at 10:00PST, 1:00EST, and 6:00GMT (UK time) with the #WeddingMarket Hashmark On Twitter. Learn something new to help your business grow every week. The chats are hosted by Wedding Market editor Julie Albaugh (@juliealbaugh).

Q1: @JuliaMarkel How did you get involved in the wedding industry?

A1: Sold lingerie thru home parties & was in shows. Moved & town’s bridal show didn’t
have room, so started our own show.

Q2: @JuliaMarkel How do you prepare for a bridal show?

A2: It’s a mindset involving 4 key elements. http://tinyurl.com/c5bgrm6 – pgs 2-3

A show is more than set up a booth and wait for the brides. Need to plan ahead,
have a goal, incorporate your brand. Even your follow-up needs to be planned before the show occurs. Pre-write emails you’ll send out after. Goals – http://tinyurl.com/d697ayl Planning –http://tinyurl.com/c2gevuq Steps – http://tinyurl.com/c5bgrm6 after page 3

Q3: @JuliaMarkel What are the most important items that a booth should have?

A3: Items & décor that clearly rep who you are and what you do. Use a banner as your
main sign – co. name & what you do. Samples and/or photos of your product/service. Marketing materials.

Q4: @JuliaMarkel How can you make your booth attract attention?

A4: Demonstrations are the number one reason a booth is remembered. But, any type of
activity will attract attention. Video of you in action or of your product or service. Games. Living, breathing people.

Q5: @JuliaMarkel How can you make your booth look nice without spending
tons of money ?

A5: Network with other exhibitors: invites, party rental, linens, florists, etc. to supply
items. Some shows will let you promote the other exhibitors in that show, who help you (need to ask promoter). Contact your suppliers and ask for $ to support your participation. In exchange you can feature their products. Ex: Photog get $ from album company (or camera manufacturers). Travel agent from Sandals, etc.

Q6: @JuliaMarkel What can you do before the show to promote your booth?

A6: Contact all of your leads & personally invite them to see you @ the show. If doing
ads, include show info (come see you). Phone calls are best. Emails. Post cards. Facebook. Twitter.

Q7: @JuliaMarkel What are the best ways to get couples in your booth?

A7: Be there and be welcoming. Make the booth open and available for them to walk in.
Make eye contact and smile. If you’re afraid of them, they’ll be afraid of you. Again, any type of activity will

attract them.

Q8: @JuliaMarkel What types of activities are good to do in a booth ?

A8: Use your imagination and come up with a way to demonstrate your service. Florists
make a bouquet, bakers decorate cakes. Consultants hold mini-seminars. You will need someone to talk to brides about co. while you demo. If you can’t demo, network with a videog and have a video of you doing demos. Or get video from supplier. Of course, games work, but distract from your message and availability to brides.

Q9: @JuliaMarkel How should you follow up with couples after the show ?

A9: Hot leads (actually spoke w/@ show) – phone calls. Warm leads, can call or email.
Write your emails before the show. Social media. Get Facebook name from them at the show. Rule of 48 – follow up w/in 48 hours after contact. More likely to still remember you.

Q10: @JuliaMarkel How is social media used before, during and after the show?

Before – invite brides to See You at the show. Pre-show promo is all about getting
them to Your booth. During – Social media kiosk, Instogram to alert those who aren’t there (show them what they’re missing). During – Tweet once an hour what is going on, when you’ll hold drawings or demos, etc. After – send FB msgs to all leads. Hot leads, “nice to meet you,” Warm leads, “thank you for stopping by.” After – status update and Tweets on how show went (stay positive). If you had show special, remind them.

Q11: @JuliaMarkel How do you track that leads came from a bridal show?

A11: Have a form you can use – http://tinyurl.com/cjtrckc Take notes as you do follow-
up, also.

Q12: @JuliaMarkel What should you do with the email addresses or mailing list
after the show?

A12: The show list is a good back-up for your follow-up. Look through it for those you
already have, and dates you’re booked

Q13:@JuliaMarkel Can you tell me more about your book?

A13: My book is written in order of before, during & after the show. You can find what
you need most help w/in T of C. Key elements to shows, prepare & set goals, choose & train staff, qualify brides you want to spend time with. Follow-up, collecting names @ the show. Action steps at end of each chapter makes it more practical. Where to buy my book – http://tinyurl.com/bclbolv

Q14: @JuliaMarket Do you have special events coming up?

A14: Bridal Expo @ Sunrise Mall is Jan 26-27. Two days for the price of one. Brides
shop 1st day, book 2nd. SacAfWPi mixer is Tuesday, Jan 8 @ Arden Hills Resort Club & spa –http://sacafwpi.com

Q15: @JuliaMarkel What do you want the #WeddingMarket to take away from
this chat?

A15: A better understanding of bridal shows and how they work. Realize shows work as
long as you have the right mindset and that there are things you can do (but you have to put the time in) to get more bookings.

#WeddingMarket Question: What promo products/handouts do brides toss in the garbage first?! What are we WASTING money on as exhibitors?

Answer: Lower quality. Always write on the materials as you talk to them. They’ll keep them.

#WeddingMarket Question: Do you recommend only doing shows with an entry cost?

Answer: Not necessarily. More imp to check history of show for results. ask other exhibitors. We do a 2-day show in a mall that’s free and have high quality buyers attend. How the show advertises depends on the attendees, too.

#WeddingMarket Question: Do you change your presentation for high quality buyers?

Answer: No. Who you are is why any of the brides buy. You need to present the same to all.

#WeddingMarket Question: I’ve seen attendance decrease at many shows in my area – are brides just planning online?
Answer: That’s one reason, but it’s harder now for us to advertise and reach the brides. Have same marketing $$ but need to advertise in more places. Brides have lower attn span.

#WeddingMarket Question: What should a booth definitely NOT have? What turns brides away? Loud music for one, I’m guessing! What else?

Answer: Loud music, table in front of booth, staffers in the aisles and no one to help. Also, too many people in the booth.

#WeddingMarket Question: How do you handle it when multiple ppl approach at once, or while you’re all ready talking w/ a bride?
Answer: You need help! You talk while they visit. Videos keep them busy.

#WeddingMarket Question: is it still mostly #brides who are attending #wedding shows, or are #grooms coming too?

Answer: More grooms than ever. Was 1/4, now more like 1/3-1/2 attending are couples

#WeddingMarket Question: How about as a photographer, doing a mock photoshoot w/ brides that come by? They’ll feel like models!
Answer: As long as you have someone to help answer the brides’ questions. it’s a great idea.

#WeddingMarket Question: What do think are ideal components to a creative bridal fashion show?

Answer: Pro models or those trained. One main thing – do NOT describe every piece of clothing. Keep it upbeat. Shouldn’t be more than 30 minutes long.

#WeddingMarket Question: You need to have something in place that will “ask for their permission” to keep emailing them after the show..

Answer: Yes – and in writing.

#WeddingMarket Question: How long & how many times do u contact leads after the show?
Answer: Until they tell you to stop. Once a week, depending on when the wedding is. EDUCATE, don’t “sell.”

#WeddingMarket Question: What are some of the other uses of Ipads at shows?

Answer: Set appts, show pics of products, and, as others noted, videos/photos.

#WeddingMarket Question: Remember to stay set up until the show is completely over! Dont pack up early – you may miss a booking!!

Answer: YES – the most serious brides stay til the very end. Mindset – Show Ends at ____, pack up after that time.