Business Ideas

Since you are a wedding planner, you may have caught the attention of people who sell space at bridal fairs and expos. These can range from small events sponsored by local a local wedding venue to events run by companies that specialize in producing bridal shows. They all may promise wonderful opportunities for exposure to brides but not all shows can deliver as much as their marketing would have you believe.

Here are 7 questions to ask show management before you decide to invest the money and time to participate:

1) What brides are in their target market?

Some bridal fairs target brides who are planning high-end weddings, some cater to brides who have an average budget. If the show is not targeting the same brides that you handle, you will not be meeting the qualified brides that you need. Ask to see statistics from previous events and talk to vendors who have exhibited in the past to find out if the show attracted the clients you are looking for and if they were able to close sales. Also ask how and where the event is being advertised and if your name and web address are included in the advertising.

If the event appeals to you but you are unsure of attendance, you can be an exhibitor and take the risk that qualified prospects will be there. It might be a learning experience for you and an opportunity to network with other wedding vendors. Or you can be an attendee, network among others to see if there is interest in what you offer, and decide whether or not you want to participate in the future.

2) Is the fair or expo part of a conference with speakers?

Some wedding events have workshops with speakers giving advice on wedding planning, selecting a caterer, selecting a wedding cake and many other topics that are of interest to brides. If this is the case, you will want to make sure the attendees have plenty of time to visit the exhibit area to meet you. If the event does not dedicate a portion of their schedule just for visiting exhibits, your will be fighting with the speakers to get the attention of the audience, and the speakers usually win.

3) Who are some of the other vendors?

You want to be in the company of high-quality vendors. If the vendors already participating would generally not be the ones you want to network and exchange referrals with, this probably isn't the right show for you. Also, if a number of other wedding planners will be participating, you will need to make sure your booth at the event really stands out.

4) How much is booth space and what do you get for the price?

An exhibit space may just be a six foot table, a "booth" made of pipe and drape with a draped table and a couple of chairs, or a large space that needs a freestanding booth that you buy or rent. Find out what you get and, if you need electricity and/or wireless Internet to show your website, make sure these items are included in the price.

While you are thinking of your budget, don't forget to factor in the cost of any marketing materials you want to distribute at the fair, your travel, and your time. Ask yourself, "Will it be worth taking the time away from my office to do this?"

5) Can you select your booth location?

Members of the organization hosting the event, past exhibitors and people buying the largest booth spaces usually get to select first. Highly trafficked areas are at the front, near the entrances.

6) How many hours will you have to stay in the booth?

If you are a one person business, you will have to decide whether or not it would be worth your time to be in a booth versus working with clients or marketing your wedding planning business elsewhere. If the hours are such that you will need to hire people to help you, figure out if it would be worth it to not only have staff with you but also to adequately train them.

7) Will you have time to follow up on your leads?

It doesn't do any good to get qualified prospects if you don't have the time to follow up after the show. Have a timeline and strategy in place for contacting prospects and potential business partners for follow up before you involve yourself in an event. If you don't, any time and money you spend will have been wasted.

Bridal fairs and expos can be wonderful opportunities for meeting new clients and business partners but review each opportunity closely to make sure participating would be worth your investment of time and money.