Mark your calendar for the 2011 BSPi Annual Conference on April 28-30, 2011. Members of the organization will be heading to the Atlantis Paradise Island, Bahamas for three days of presentations and networking. This “Insider Summit” is 100% focused on learning the best practices for producing bridal shows which meet the needs of wedding professionals and engaged couples.
Why brides attend bridal shows.
Meet motivated brides at a bridal show.
What’s the advantage of attending a bridal show? BSPi member surveys of brides attending their shows reveal that the overwhelming reason engaged couples come to the shows is to find vendors for their weddings. Sounds like a penetrating glimpse into the obvious…but it is good news for exhibitors.
While fashion shows, samples and prizes also rank highly with bridal show attendees, meeting and talking with exhibitors is their top priority. As a result, bridal shows provide an unprecedented opportunity for wedding professionals to present their capabilities face-to-face with highly motivated brides. And in an environment that is far less competitive than the internet.
If you’re considering adding bridal shows to your marketing mix, you couldn’t start at a better place than a BSPi member show. Find one in your market here.
We have a wedding marketing whiner Yes, whiner
Authored by Andy Ebon, regarding an experience of member Debra Hansen, producer of Bridal Spectacular Events, Inc.
It did not take long to find a reason to write a companion post to the one from the morning: Are you guilty of seat-of-the-pants marketing?
Integrity Marketing: Dance Floor floor math for bridal show exhibitors
In my new role, as Associate Representative, on the board of BSPI (Bridal Show Producers International), I have a resurgent interest in the relationship between show producers, exhibitors/advertisers, and the bride. One of the prime directives for BSPI is to be an organization for ethical and competent bridal show producers… to promote high standards in the wedding wndustry.
Having exhibited at close to 100 bridal shows, during my life as a DJ, I’ve seen the good, the bad, and the ugly.
In the end, here’s what I believe one should expect from a bridal show producer.
“They should do what they say they are going to do, to promote the show. Their promotion to the bride and to the exhibitor should be ethical, accurate, and not deceptive. The show environment should be easy to navigate, have aisles that are consistent with its expected traffic, have a floor plan (including handouts), clear signage, and have reasonable limits on noise from competitive booths”
Is this an all-inclusive list? No, not really. There are other, lesser issues, but I think these are the big ones.
Ultimately, exhibitors are simply looking for the producer to deliver an audience of brides and their entourage to an event space, filled with booths, for a face-to-face experience.
My perspective on show turnout is that exhibitors focus too much on measuring exactly how many brides attend. One can have too many brides for a time frame or a space, and have a tougher selling situation. This exhibitor angst can psychologically trap bridal show producers into a game of attendance projections.
Bridal Show attendance predictions are an exercise in crystal ball gazing. As is they say in the investment business, ‘Past performance is not necessarily an indication of future performance.’
In my opinion, the accountability is in the marketing and promotion of the show. Did a producer do what they said they would do? Nothing more.
The One Bad Apple Problem: What taints ethical bridal show producers, and creates reasonable skepticism and paranoia among exhibitors is blatant unethical behavior.
During a show earlier this year, a bridal show producer (NOT a BSPI member) tried to mask a lower-than-expected (aka predicted) turnout by playing a shell game with bride badges.
Essentially, the producer had the staff put bride badges on all women in the wedding party… brides, wedding party, friends. Vendors can be fooled for a little time, but it didn’t take them long to figure out they were being bamboozled by the producer.
At a more recent show, the same producer was selling 10′ x 10′ booths. That’s a common configuration. Problem was, when exhibitors arrived for the show, their spaces were only 8′ x 8′.
Dance Floor Math: You don’t have to be a math major to know you’re getting cheated in a big way. As a former DJ, I simply do the small math of multiplying 10 x 10 and 8 x 8. The promised booth layout was 100 square feet. The actual booth space was 64 square feet. That’s a deficiency of 36%.
In the words of Chef Emeril LaGasse, “This is not rocket science, folks!”
Here’s My Logic: As an exhibitor, one can expect a larger turnout or a smaller one. And one can be pleased or disappointed at the actual traffic flow. But that is purely from individual perspective. I can elect not to participate in the next show, if I choose, because I think a promoter has been ineffective in delivering a result, but being ineffective is not being unethical or deceptive.
However, when it comes to delivering a booth space that 36% smaller than offered and agreed to, that’s another story. I would be demanding 36% of booth fee be refunded. And then, I wouldn’t do business with that show producer, again.
In my view, the first scenario about badges is primarily an ethical issue (deception). The second one (booth space) is both a business and ethical issue. Exhibitors who have their act together, arrive with a plan for their 10′ x 10′ space. To suddenly have to function in an 8′ x 8′ is unacceptable at many levels.
The BIG Question: What Would You Do???
- Are these scenarios as clear cut for you as they are for me?
- Are there more issues and other perspectives?
- Under what conditions would you continue to business with this bridal show producer?
Please get involved in the conversation by contributing your comments and perspective.
Andy Ebon
The Wedding Marketing Authority
Situational Ethics: Navigating the grey areas
When I was 24, having just moved to San Francisco, I landed a job in advertising with KBRG Spanish Radio. I had very few contacts in town, but one of them was an entertainment talent agent, who also promoted some concerts.
I was fortunate to make a sale with him, almost immediately, promoting a Salsa concert. Beginning a job in a new market, that was a huge get.
The Sunday concert was well attended and I was excited to get to the office on Monday. Only to find out that due a clerical error, the client’s campaign had not been aired for several days prior to the show. A slate of radio spots worth about $500.
Quite concerned, I immediately went in to talk to the station managers, a husband and wife team. I explained the situation, and they followed up with a couple of questions.
“How did the concert go?” them… “Happily, quite well” I responded.
“Does the client know” them… “Not that I’m aware of…. why do you ask?”
“Well, if the client doesn’t know, perhaps we should just let it go… (aka Keep quiet about it)“
“You think so?” I answered. “What could it hurt?” they asked.
I just nodded and left the office to get a cup of coffee, and think about the conundrum. If the concert went well, then the client was damaged, was he? But the station took the money, and would have to refund $500. Would the managers look askance at me, for being too ‘holy’?
There were other considerations. I didn’t have a pile of savings and was looking to succeed in radio advertising. I was not really ready to look for a new job. There was definitely pressure and conflicting choices.
Gone by lunch: I finished the coffee and returned the office. I went in and resigned. Just like that.
I figured if I started cutting corners this soon, it couldn’t be a good thing. I would find another job. Staying at KBRG suddenly seemed uncomfortable.
This is a great example of Situational Ethics. There is not a simple answer to the scenario I’ve described. I might have stayed on a while, before the next job, for example. I’m sure you can think of several alternative courses of action.
These types of integrity scenarios confront us in business, almost daily. Some we analyze thoroughly and act with honor. Other times we delude ourselves and rationalize marginal actions. Many times there is no right or easy path.
The big question: What would you do?
Andy Ebon
The Wedding Marketing Authority