bridal show "hook"

[sam_ellis]

I searched the forum for information about bridal shows, but didn't see the

answer to this particular question.

 

Is there a particular "hook" that's worked for you to get people to book on the

spot? I saw someone had seen another photographer had a drawing of everyone who

booked that day and the winner would get their wedding for free. I'm not that

daring!

 

I know the two most important factors are quality and price. My quality is

definitely on par with, and in some cases higher than, other photographers in

the area. My prices are definitely more competitive than others and I will be

increasing them before the show.

 

I plan on having a 30x40 print made with my signature photo and hang it high on

the background. I will set up a 37" lcd monitor with a slide show running, other

matted prints, a sample of the albums I offer, and either brochures or large

postcards with the same signature photo and package information. I am also going

to arrange the booth so the table is not along the aisle, but either on the side

or back or at least set back from the aisle so I can be in front of the table,

not behind it.

 

This is my first bridal show on my own. I had done one other one with a wedding

coordinator I was working with, so I just went along with what she did.

 

This is in October, so I am trying to get things organized before September when

I'm extremely busy plus teaching again.

 

Attached is the signature photo I will be using for the poster and handouts.

This is my business card, so the poster will be slightly different.

 

Thanks for any input,

Sam<div></div>

[annealmasy]

I have never done a bridal show, so take my input worth a grain of salt. ;)

 

But my first thought about "hooks" is that I would be a bit reticent to try to lure people

into on-the-spot bookings. I would be a little nervous about impulse buys, and people

perhaps signing a contract without having a really firm grasp on what I do, how I work,

what they get, and all the ins and outs of the contract.

 

Just something to consider.

 

I think a good "hook" might be something a little less obtuse (the free wedding is just too

gimmicky for me, and it totally doesn't benefit anyone but the one winner). I was thinking

a free E-Shoot for anyone who booked that day, or a free album upgrade, or a free print

credit.

 

I like hooks that are certainly valuable, but aren't so valuable that someone might feel

overly pressured to book out of fear of losing the freebie.

[glenn_mabbutt]

From that photo I take it the groom got washed out to sea :)

[sam_ellis]

Maybe I shouldn't say they have to book that day, but offer an incentive for those who book from the bridal show, a "show special" if you will. Part of that is to track the effectiveness of doing the bridal show.

 

One of the reasons I am trying the bridal show route is to get more local clients and therefore more referrals. A lot of my business is out-of-town couples coming to the beach to get married. This doesn't generate a lot of referral business, so I am trying to build this end of the business.

 

Glenn,

That's funny, hadn't heard that interpretation :)

 

Anne,

I always value the input you give on this forum, thanks for the advice.

 

Sam

[rannbphoto]

Yes, that's good Sam. That way they don't feel pressured to do anything on the spot. You could have cards made (coupons?) that they can present when they DO book that will give them the incentive from the show.

[BrianS1664879711]

Sam, here is my (and my wife's) experience (11 years old) at hiring a wedding photog from a show. The important things for us were (not necessarily in order of importance):

 

- confidence and credibility

 

- understandable pricing scheme

 

- consistent and professional photographic style

 

- samples that appealed to us

 

- free from high-pressure sales techniques

 

- demonstrated interest in our needs/desires as customers

 

We looked at the work of about a dozen local photographers... but only three in any detail. One had great looking work but wasn't at her booth much (we checked back several times over two hours); another was nice but the engagement session photo we "won" proved that her style was too informal for what we were asking for; the photographer we hired (two weeks after the show) was the one who was willing to set his cup o'coffee down and talk to us, followed up with a phone call, and seemed really interested in doing our job.

 

Good luck to you!

[mike_barrett2]

Hi Sam,

 

I checked your site and LOVE some of your shots on the beach!

 

My opinion is this. If you are going to judge your success at this show by the number that book you on the spot you are likely going to be real disappointed. As I am sure you know, bridal shows are CRAZY! The brides are completely overwhelmed and are often walking around in sensory overload. If you are after the brides looking for cheap, then a "book now and into to win...: tragedy might work. However, based on your images, you are not that kind of photographer.

 

If you want to stand out from the crowd, I would suggest you need a differentiating idea. Might I suggest a beach specialist. I would only show beach weddings and have a beach theme to my booth. Go all out. Maybe with sand, surfboard, whatever. Give out seashells with your contact information on a sticker inside. Just make it fun and get noticed. Make sure you have a guide to having the perfect beach wedding including suggested venues, best time of day, best beach wedding attire, etc. Better yet, try to get some other vendors to give you coupons to include. Make it have value and set you up as the authority on the subject.

 

First create a buz with your beach booth. It will be a MUST SEE if you play your cards right, add value with your free booklet (I bet there is a lot of brides who have given thought to the beach idea but had questions about it) and concentrate on setting up consultations. You can always give a small concession to those interesting in booking on the spot. However, if you do book on the spot, don?t ignore your other booth visitors. You should likely have an assistant.

 

If you really want a hook, I would suggest a ?do it on the beach? engagement session drawing for everyone who fills out contact information. Then follow up!

 

My 2 cents,

 

Mike

[annealmasy]

If you offer a show special, make sure the cards/coupons have an expiration date on them (I

would say within 90 days of the show), and that they refer to the specific show at which

you're giving them out. This way you can really successfully track THAT specific show's

success, AND you can prevent people from coming to you with a coupon a year-and-a-half

later. :)

[alec_myers]

Anne, do you mean to say that if someone came back with a coupon a year and a half later you'd turn them away? Or you say sorry guys, you lucked out, the coupon has expired? I suspect not!

[annealmasy]

<i>"Alec Myers, Jul 22, 2007; 03:15 p.m.

<br>Anne, do you mean to say that if someone came back with a coupon a year and a half

later you'd turn them away?"</i>

<p>

Nope. Just because a coupon has expired doesn't mean my business has expired. ;)

<p>

<i>"Alec Myers, Jul 22, 2007; 03:15 p.m.

<br>Or you say sorry guys, you lucked out, the coupon has expired? I suspect not!"</i>

<p>

Actually, yes, that's exactly what I mean. :) Every coupon you get in the Sunday paper has

an expiration date on it. Costs increase, and prices go up. No one honors coupons and

special promotions indefinitely!

<p>

Think about why people offer "hooks" such as coupons in the first place. It's not to give

away freebies to the general public. It's to draw in the clients and get them to spend

money with you. I'm in business to make a profit, to earn a living. If the hook/coupon/

special does not put me on the path to making a profit, it's pointless.

<p>

If you're starting your business, you might find it worthwhile to give away a free

engagement session coupon to couples who book you within a certain time frame. This

will help you to bring in more business (hopefully), and help build your portfolio. We did

this not so long ago.

<p>

However, if a year passes and your business is rolling along nicely, and you now charge

$350 for a brief studio engagement session (which is now the case for us), you might not

be so inclined to give away that e-shoot for free. We now have a solid client base, and if

someone refuses to book us because we won't give them a free e-shoot, that's okay --

someone else will book us instead who sees the value of what we're offering and is willing

to pay.

<p>

A coupon with an expiration date just means you have a growing business, and you no

longer need "hooks" to make a profit. :)

<p>

Anyone can choose to ignore an expiration date at any time, and go ahead and accept an

expired coupon. But if you haven't put an expiration date on there, you're bound to honor

the coupon even if years have passed and it's no longer beneficial to your business.

[barry_davis___st._louis__m]

Sam, i get 60% of my bookings from Bridal Fairs and the other by referrals. The last Bridal fair was a very good success. I booked "every" client that called us back and it filled my Jan - July 08 calendar! I had a knock out display. I showed my middle tier package not only by brochure but the product was grouped on one side of the display...the other photographers were taking pictures of it with their cell phones (they thought I wasn't watching them, LOL). No biggy! The key is your PERSONALITY, your art, your display and then your price. I had 2-3 former brides trickle in and talk to customers. I don not take the shotgun approach (thats what the other photographers are doing)....I take an intimate approach and "listen" to them! They pick you first because you care and your excited about "Wedding Photography"...good luck...below was my handout at the fair. The images were either 16x20's or larger and the product (bottom picture) was on a table by itself...So they saw the display in person, and then could remember the package with the brochure, once home....I didn't look to book any dates at the fair...else I would have missed oppourtunities to talk with other potential clients!!<div></div>