BSPIBridalShows.com

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

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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

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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!

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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.

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Republished from Andy Ebon’s Wedding Marketing Blog

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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

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