How do we measure success at bridal shows?
#1: Number of bookings at the show
First of all, simple way is booking at the show, right? That’s easy. You were at the bridal show, you booked two weddings. Success, right? Did the show pay for itself? To Sal, at a minimum, that’s success. If you book one wedding at the show, go back to that show. If you book one wedding from the show, could even be a week later, go back to that show. There’s so much more happening at the show. It’s not just about booking at the show. There’s networking that should be going on, exposure for your brand. These are all success metrics.
#2: Post-show bookings
#3: Networking at the show
The show should also be a networking exercise for you. It’s just exposure, right? The more familiar you can get with your customer base, or they can get with your brand, the better it is for you. Over the years, Sal will see somebody at a show, and it could be a year later, two years later, they end up booking him.
You might be thinking, “Well, how the hell do you measure that? How do you plan for that? How is that worth it?” Think about what happens. Bride comes into a bridal show and she brings three of her bridesmaids. She brings her cousin, she brings her aunt, whoever. These people are being exposed to your brand. Now, a year later, when that cousin, that maid-of-honor, that bridesmaid, gets engaged, she remembers meeting and seeing you at that show, and you’re one of her first calls. Believe it or not, guys, this happens more than you would think. Sal knows because he asks, “How did you hear about us?” and they’ll say to him, “Oh, my cousin got married, but she couldn’t afford you, and I knew when I got married I was going to hire you.” These things happen.