BSPi members head to Las Vegas for the annual conference

Bridal show producers from across the world will meet in Las Vegas next week for the one of the largest annual BSPi conferences ever. Nearly 90 BSPi members will spend three days updating their business skills, learning from wedding market experts and networking with each other.

“Our annual conferences are a great way for bridal show producers to update their knowledge of the wedding industry and meet with other producers to share ideas,” says Brad Buckles, BSPi Director. “The goal is to help our members produce exceptional bridal shows that meet the needs of wedding professionals and brides.”

Speakers at the conference will include Andy Ebon of TheWeddingMarketingBlog.com, Sonny Ganguly, of WeddingWire.com, Alan Berg of The Knot Wedding Network and Stacie Francombe founder of Get Married. Experienced BSPi members will also share their best practices in a variety of important areas of bridal show production and marketing.

The conference runs from April 29th to May 1st. We’ll be posting conference updates here, so stay tuned!

The West Texas Bridal Showcase receives 2010 Economic Impact Award

2010 Acapulco Easter Chamber Cropped1 163x150 The West Texas Bridal Showcase receives 2010 Economic Impact Award

Terry Mikeska accepts his award from Texas State Comptroller Susan Combs

While many wedding businesses have struggled to stay even during this recession, The West Texas Bridal Showcase has thrived.   So much so that this BSPi member was just awarded the 2010 Economic Impact Award by the San Angelo Economic Development Council.  Each year the Council reviews nominations for the award and selects three businesses that have had the most impact on the city’s economy.The West Texas Bridal Showcase produces an annual bridal show which puts San Angelo wedding professionals in front of thousands of the city’s engaged couples.  “We started about 20 years ago with 13 exhibitors and 400 attendees at the Sheraton Hotel,” said Terry Mikeska, owner of the show.  “We now have attendance of nearly 2,500 and will be moving the show to the San Angelo Coliseum in January 2011.”

Terry credits a portion of his success to his membership in BSPi.   “In order to stay cutting-edge, we have continued to educate ourselves and learn the industry’s best practices through networking with other bridal show producers across the world.   As a member of BSPi we have had opportunities for continued growth and inspiration that are unparalleled in our market.”

Find out more about The West Texas Bridal Showcase at www.sanangeloweddings.com.

Boston Bridal Show Scam: Area wedding vendors believed the hype! Learn from their mistakes

scam notice 300x168 Boston Bridal Show Scam: Area wedding vendors believed the hype! Learn from their mistakesRepublished from Andy Ebon’s Wedding Marketing Blog

NEWS ANALYSIS AND OPINON: By now you may have heard about the Boston Bridal Show scam. If you haven’t, here is the short version, and a news video clip, as well.

Many Boston area wedding vendors were taken in by an elaborate scheme. Having invested significant money in booth rental and exhibit preparation, at the eleventh hour, they discovered that the heavily promoted show would not happen. In fact, according to the venue, it didn’t ever exist. Brides, too (several thousand by news reports), had purchased advance admission passes to the show.

For the brides, it was just an annoyance. For vendors, it was misplaced effort and lost dollars, both in the hard costs of booth rental and show preparation, as well as a lost marketing opportunity for wedding business.

As I observe wedding business professionals, I see frequent mistakes when spending marketing dollars…. particularly on NEW bridal shows, publications or websites. The Boston situation is the most extreme example. But there is plenty to think about.

Here is a quick list of what I observe happening… all to often.

  • When a new show, publication or website comes into your area, have healthy skepticism. There are no guarantees of success, but the track record of existing show producers is something you can check out with other industry professionals.
  • If you are considering exhibiting with a first-time promoter in your market, and you can only afford an investment in one show, you are in dangerous territory. Trade Associations, such as BSPI (Bridal Show Producers International) do not even consider applications for membership, before a a show producer has a 3-year track record. The members understand that it takes some time to establish a credible track record.
  • You are always better off to be a spectator, at a show, before spending hard dollars on being part of it. On a new show, let other people take the risk, unless you have money to burn.
  • Ask fellow vendors about their past show successes and challenges. Any answers you get, immediately after a show, should be discounted. A thoughtful wedding professional knows that the show is the trigger for appointments, followed by sales. As well, you should observe their trade show presentation, and see if it’s up-to-snuff, in your eyes.
  • Don’t believe the hype! Many promoters (wedding show producers, nightclub promoters, concert promoters) are highly positive people. Some are very energetic, and can whip you into a frenzy. Slow down. Gather your facts, and don’t get caught up in the hype. The final result rarely lives up to the hype.
  • The Numbers: An ethical show promoter should provider clear numbers, in terms of: registered brides, grooms, other attendees. Typically, the number of brides attending a show will run 40-50% of the total attendance. Recently, I observed a show promoter being asked by a wedding professional, “So how many brides did you have at your last show?” The Promoter responded, “We over 1600 people registered for the show.” It was an accurate answer, but a misleading. The question was “How many brides?”, not “How many people (total)?”  - The real answer would likely by 500-800, or thereabouts. The same promoter slapped Bride stickers on other people in the wedding party to make it appear that there were more brides in attendance than reality would show. Exhibitors were not fooled for long, and were incredibly annoyed by the failed deception.
  • Filter the feedback from exhibitors: It’s always good to talk with wedding professionals who are not in your category, and therefore don’t have a direct stake in your success or failure. Even then, a wedding professional, almost unknowingly, tries to justify their big marketing investment by talking positively about it. They are unwittingly hyping themselves. Get comfortable asking probing questions of willing wedding professionals in a different environment to try and get to the reality the matter.

So there is history, hype, and an actual result. It is good to remember the old adage.

If it sounds too good to be true, it probably is.

Don’t believe the hype!

Andy Ebon
The Wedding Marketing Authority

Meet brides in all stages of wedding planning at a bridal show!

BS 037 Large 300x200 Meet brides in all stages of wedding planning at a bridal show!With all the wedding resources available that give brides monthly checklists outlining when they should book various wedding services, it makes sense to put your business in front of brides at the right time in their planning process.  Do bridal shows present an opportunity to reach brides in all stages of wedding planning?  Based on survey data from two large bridal shows,  the answer is a definite …YES!

Post show surveys from the Bridal Bazaar in San Diego and The Bridal Showcase in Washington DC, , indicate that about 40% of brides attending bridal shows are “just getting started” with their wedding planning.   These attendees represent a great opportunity for long-lead products and services such as reception locations, caterers, wedding consultants and gown suppliers.  For other vendors, getting in front of these brides early in the process provides an opportunity to be on the top of list when they start booking other services.

The surveys showed that another 35% of attendees have some wedding services booked, but are less than half way through their planning.   These attendees are great audience for photographers, DJs, videographers, florists, officiants and other core other services that are booked after the all important reception location is secured.

The remaining 25% of attendees were in the later stages of their planning where invitations, favors, honeymoon planning, rings, rehearsal dinner arrangements, wedding transportation, hair styling and makeup become planning priorities.

Tacoma Wedding Expo Makes The News!

Link to News Story Click here to see full story with photos! Congrats to our Director, Brad Buckles for some great media coverage.

KRIS SHERMAN; The News Tribune

Dean J. Koepfler, The News Tribune

Dean J. Koepfler, The News Tribune

Times are lean, but many brides aren’t blushing about spending thousands of dollars on their upcoming weddings.

“We’re trying to do it under $20,000,” one soon-to-be-Mrs. said Saturday during the Wedding Expo at the Tacoma Dome Exhibition Hall.

That’s for a wedding that will include about 100 guests, said Cristine M. of Tacoma, who will wed Mark O. on July 17. (She declined to give their last names).

Isn’t that a lot of money?

Yes, she admitted.

“But it doesn’t matter. It’s really important. I only want to do it one time.”

Hundreds of brides-to-be and their parents (usually moms) strolled down aisles filled with displays of cakes, catering, dresses, photography, honeymoon destinations and all things wedding. Grooms-to-be accompanied some of the women, but it was more a chick gathering, with sisters and best friends grabbing brochures and taking notes.

Caterers ranged from Famous Dave’s Legendary Pit Bar-B-Que (as cheap as $9 a person with expo discount) to Emerald Cove Catering Co. of Normandy Park (as expensive as $100 per plate for china-set tables, multicourse meal, wine-passing and bartender).

Venues ranging from Lakewold Gardens to Canterwood Golf and Country Club to Emerald Downs and places in between set up shop to attract brides.

Spending $16,000 on a 2010 wedding reception is likely to be around average, Wedding Expo producer Brad Buckles said. And that’s just the reception.

The ring-to-honeymoon tab could run around $20,000 to $25,000, he added. That figure would include rings, dress, bridesmaids dresses, gifts, rehearsal dinner, reception, etc.

But that’s only a guesstimate. Industry experts won’t know for sure how much couples and their parents will spend until the wedding season is well under way.

Two years ago, the average reception price tag “was as high as $25,000,” with total wedding costs around $32,500, Buckles said.

He’s thinking low-end-to-high-end reception-only costs will range from $10,000 to $20,000 this year.

Some brides were thinking low-end Saturday.

Norma Fitzwater, 41, plans to spend around $3,000 on her second wedding.

“Small but elegant,” the Port Orchard woman said of her planned 2011 nuptials.

Others were thinking more grandly.

“I just talked to a bride who was planning on spending about $140 per person” on a $25,000 wedding reception, said Odette D’Aniello, owner of Celebrity Cake Studio of Tacoma.

Emily Whipple, 30, is somewhere in the middle.

The Puyallup woman budgeted around $15,000 (not counting the dress) on her upcoming August wedding to Ricky Ellis at the Temple Theatre in Tacoma.

“We’re really trying to stick with a smaller budget,” she said.

The guest list of 150 will be pared down from the larger numbers Whipple and her family originally wanted.

She wants to provide a memorable celebration of her wedding, “a really great party” for those who attend, she said as she tried on a flowing white dress from Weddings With Joy of Olympia.

The price tag for the gown with the roughed trumpet skirt with asymmetrical flower detail was about average, around $1,000, said store manager Dana Burgess.

“We definitely feel girls are a little bit more timid about their spending” given the economy, Burgess said.

Whipple was a knockout in the dress. She was knocked out by it, too. Wheels spinning in her head, peering into a full-length mirror, deciding, deciding, deciding,

Mom Susan Whipple stood by, beaming.

Saying “I do” to major purchases isn’t easy.

“We’re definitely putting a lot of care and thought into our choices, and getting the most bang for our buck,” Susan Whipple said.

Kris Sherman: 253-597-8659

kris.sherman@thenewstribune.com