This is the Transcript of the #WeddingMarket Chat on December 18th, 2013 with Rick Brewer. The answers were made on Twitter so responses will appear different. 

Rick Brewer 

Rick Brewer is no stranger to the Wedding Industry. Rick has been in the wedding industry since 1992 and has accomplished the following:

Worked one on one with over 300 Brides and their Weddings as a Wedding Vendor
Worked one on one with close to 2000 Wedding vendors from all facets of the industry
Spoken to Thousands of Wedding Professionals Coast to Coast
Authored “Seven steps to a Stress Free Wedding”
Has successfully published 2 Wedding magazines and 2 Wedding Websites
Been a Keynote Speaker to groups such as WEVA (International Videographers Association ) PPA (Professional Photographers Association) ABC (Association of Bridal Consultants) ADJA (Disc Jockey Association and thousands of Wedding Professionals across the country.
Is the author of the “Get More Brides Business Success Kit”
Has produced numerous Bridal Shows
Has been a featured expert on Television networks The WB, FOX and ABC and interviewed in many newspaper articles
Rick has worked one on one with some of the Great Wedding businesses as well as the not so great and has formulated what works and what does not work with regards to marketing and sales in the Wedding Industry.

See more information about Rick Brewer here: http://www.weddingbusinessmarketing.com

Q1:   How did you get involved with in the Wedding Industry?

Answer:

Rick Brewer: I started as a DJ for 7 years, then owned a few wedding magazines, and produced Bridal shows.

Q2:  How do you prepare for a bridal show?

Answer: 

Rick Brewer:   Three things to do to prepare for a show

#1 make a goal of how many appointments you want to get
#2 prepare your booth/materials ahead of time put effort into setting up, looking for ways to improve and get your materials laid out
#3 Prepare yourself- get enough rest, plan to get there early, don’t show up just in time. Eat before hand. Etc

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

Answer:

Rick Brewer:  Your booth needs to appear on first look to be what you do- in other words, you have 3 seconds for her to figure it out.  If you’re a DJ, you need to look like a DJ, not have a mannequin with a wedding gown.

Q4:  How can you make your booth attract attention?

Answer:

Rick Brewer:  Your booth is not meant to sell-You need to filter out the brides from those who may buy and those who will not buy from you. Work to get those who may buy to go one step further, which is make an appointment.  Your booth is meant to attract, you are meant to sell. Use video to help attract. Brides like to see videos of other brides.

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

Answer:  

Rick Brewer:   Make your booth clean. Put the tables in the back if you use them at all, make your signage about the bride, not about you.  Think how an Apple computer store is set up- clean and organized, consumer friendly.

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

Answer:

Rick Brewer:  Promote like crazy on social media and email your brides. If every vendor did this, you would have 5 times the brides show up.  We don’t promote because we’re scared we’ll lose a bride, but that rarely happens. Again, once you’re there, work the show.  Don’t leave it to chance that the bride knows how to buy what you sell. You sell it every week, they usually only buy once. 

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

Answer:

Rick Brewer:  Use a system to talk to as many brides as you can in the shortest time (so you can talk to more brides) . I recommend the 3-3-3 method. You have 3 seconds to attract them, where you can ask for 3 minutes of their time and then ask them 3 questions. I talk more about this on my CD Bridal Show Success Secrets

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

Answer:

Rick Brewer: I suggest you focus all your activities on talking with Brides. Try not to eat, I am not a fan of games/ contests. Simply talk with the brides to see if you are a match and try to set up an appointment with them after the show.

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

Answer: 

Rick Brewer:  

Follow up first with those who made appointments, to make sure they don’t forget. Next with the general list.
Follow up three times- after that, you are pestering them. Make your follow up pointed at what they want.
I have a 45 minute CD that is all about the value of and working the leads. These leads are a great value and rarely do vendors use them effectively. Many times you can add 2-3 more weddings from using the leads well.

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

Answer: 

Rick Brewer:   Use social media to promote you being at the show as well as the benefit of them seeing you at the show. Simply saying “we’re at the show” is not enough. Tease them with the idea that you will be offering a special offer. During the show, you should not have time to do much posting or tweeting- work the show and talk to brides. After the show, put out a big thank you to brides who showed up and connect with brides you made appointments with. Also after the show- brag on some of the other vendors as well at the show- sets it up for further business later. 

Q11:   How do you track leads from a bridal show?  

Answer:

Rick Brewer: I wouldn’t worry about tracking leads so much as you track the appointments, Appointments are where they buy. Try to work the brides to making an appointment or at the very least an appointment to set the appointment. Sometimes they do not bring their calender so you need to plan a call to set the appointment.

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

Answer:

Rick Brewer:  Be careful about trying to blast email- the rules have gotten stricter. My recommendation is to mail.

Q13:  Can you tell me more about your books? 

Answer: 

Rick Brewer: Thanks- I have a 2 disc set I have put on sale, Bridal Show Success Secrets and Getting on the preferred vendors list. These are my most popular 2 CD’s . you can get them for $29 today (normally $78) http://theweddingmastermind.com/2for29 . These CD’s will help you  prepare for your next Bridal show and share some ideas http://theweddingmastermind.com/2for29 . On how to get on the local venues preferred vendors lists. In addition- those who buy today will get a bonus. Again, that link is http://theweddingmastermind.com/2for29 for today only, I will include my new CD download. 

 Q14: How do you determine which bridal shows you should go to?

Answer: 

Rick Brewer: The shows that have a track record understand the ins and outs similar to your business- trust the veterans and also- ask those you trust who pay to be in the shows- they have opinions that matter.

Q15: What would you like everyone to take away from this #WeddingMarket Chat ?

Answer:

Rick Brewer:  Work the show. Don’t expect the girls to know what to do. They are overwhelmed and it is your job to talk to them. Don’t be a shy salesman- your job is to talk to the brides who show up from open until close of show. Bridal shows work- once the brides are there, your job is to effectively work on them to see if you are a match. 

#WeddingMarket Questions From Twitter:

1. @ILoveMyPlanner What’s the best kind of item to put in the show sponsor bags when you provide a service (ie wedding planning)?

Answer: 

Rick Brewer:  Fact is show bags are hard to use to get attention. Use the show bags to get them to take a mini-step, i.e. go to your website for a special offer. Make your offers free and clear of doing business with you. Gas cards are the number one thing brides like.

2. @BridalBalance Are there some businesses that bridal shows don’t work well for?

Answer: 

Rick Brewer:  There are some businesses which are harder to work at a show because they are in the beginning of the buying for the bride.