This was going to be the “everything you need to know” post of following up on your bridal and wedding show leads. But I found that Andy Ebon has just recently created a great post on this most fundamental practice, though unused opportunity. And then that there was some relevant stuff in other posts on this blog. So I put it all together for this post with just one new idea.
I think this is the most important graf from Andy’s post. Hard proof!
“In my recent years, when attending bridal shows, I would register as a groom (for research purposes). The shocking result was the total lack of follow up. No one seemed to do telemarketing. Email and snail mail usually totaled a combined 5%. One pair of shows, for example, had a cumulative unique vendor count of more than 200. I received 6 emails and 2 letters. …
Plainly put, one should be communicating with every qualified prospect that enters your booth (signing up for something). Secondarily, one should process the show leads-list, and follow up with a slightly more general message.”
You should really read Andy’s entire post.
When you start preparing your follow-up think first how you want to lead to an action … “asking for the order”. Then begin preparing your follow-up to support that the idea of that action. And conclude your follow up specifically asking for that action.
For more creative ideas of what and how to include in your follow-up message, review my earlier post of 17 ways to get 300+ inquiries.
Always communicate and frequency is key. Use your wedding and bridal show follow-up as just one of a few targeted messages to your qualified leads. It is not just one message that may make the difference, it is the number of messages. As I posted a number of months ago, it has been found that typical prospects need from 6 – 8 messages before they easily reach a decision.
Email or regular mail is acceptable. For email I recommend using a service like Aweber or MyEmma the tracking options are well worth the price in learning what gets responses and what does not. But lately, I am thinking that this economy is returning people to value traditional, simple, meaningful and tactile. So I would explore using standard mail for the follow up to at least your most qualified prospects. And to make it potentially very memorable, if it is timely, I would send them with a memorable postmark.
Use a Valentine’s Day postmark! (Again, if it is timely.) Many towns have a special postmark for mail during Valentines Day. All you need to do is request the Postmaster to use it on your letters. Here is how if you want this year’s special Valentines Day Loveland Colorado postmark on your mail to brides-to-be.
To have your mail re-mailed with the Loveland postmark, enclose your pre-stamped, pre-addressed envelopes (envelopes should each have 41-cent postage; postcards should have 26 cents postage), add extra stamps/postage for heavier/odd shaped valentines, mail in a large stamped envelope to:
446 E. 29th St.
Loveland, CO 80538
Deadlines for re-mailing and delivery by Valentine’s Day, Feb. 14:
- Valentine cards/envelopes destined for re-mailing outside of the U.S. to other countries and international destinations should be in Loveland by Monday, Feb. 4.
- Valentine cards/envelopes destined for re-mailing within the U.S. and outside of Colorado should be in Loveland by Saturday, Feb. 9.
- Valentine cards/envelopes destined for re-mailing within the state of Colorado should be in Loveland by Tuesday, Feb. 12.
In many ways we are in the love business and I think that this might really make your message stand out, at least she will keep your envelope for a long while.
Face it, you are not going to get the business unless you ask for it. Bridal and wedding shows are expensive … get the most you can out of it.