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As the summer season draws to a
close, we are starting to look forward

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to the autumn and winter months.

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One thing that happens every
autumn is lots and lots of wedding

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exhibitions and bridal fairs.

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And that may be something that you are
thinking about, or perhaps you're already

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booked in to exhibit your business.

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At one of these shows, I love
attending bridal shows and then

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wedding fairs across the country.

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But I know that many of you don't make
the most of this marketing opportunity.

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Now I'm often asked to speak on online
summits or in conferences or even on other

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people's podcasts or in their memberships.

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And I speak on a variety of subjects,
but one of the talks that I like

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to give is all about how to convert
more at these wedding fairs.

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So I thought on today's podcast,
I would do something a little bit

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different and share with you the
audio from a presentation that I

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did recently on this very subject.

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I hope you find it helpful.

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Let me know on Instagram, how you found.

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And if you want any more help in this
area, then go to the show notes where

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there's a link, a three part video
series that I've also created all about

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how to do better at wedding fairs.

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And it goes into everything
in even more detail.

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I'm Becca Pountney, wedding business
marketing expert, speaker, and blogger.

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And you are listening to the wedding
pros who are ready to grow podcast.

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I'm here to share with you actionable
tips, strategies, and real life

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examples to help you take your
wedding business to the next level.

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If you are an ambitious wedding business
owner that wants to take your passion

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and use it to build a profitable,
sustainable business, doing what you

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love, then you're in the right place.

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Let's get going with today's episode.

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In just a few moments.

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You're gonna hear the full presentation.

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Please bear in mind that this was a
live recording of that presentation.

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So the audio quality, maybe isn't
as good as it would normally be on

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the podcast, but hopefully it's good
enough for you to hear what I'm saying.

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Well, hello and welcome to this session.

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If you are here to learn all about
how to convert more at bridal

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expo or bridal fair, then you are
absolutely in the right place.

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And it's great to have you here.

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My name is Becca, and I'm gonna be
leading you through today's session.

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Now, before we get started and dive into
the presentation, just a word of warning

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that I'm gonna cover a lot of ground
and give you a whole lot of information.

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So you might wanna pause this right
now and go and grab a paper and pen.

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Get that notebook.

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Get your pen ready?

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Because I talk fast and I
deliver a lot of information.

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So pause the video, go and grab that.

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And when we come back, you're gonna
be talking with me all about how to

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convert more at a bridal or wedding expo.

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Okay.

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I'm gonna get straight
on with the presentation.

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I'm gonna share my screen so you
can see my slides and we're gonna

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dive straight into all of my tips.

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Okay.

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So as I said, today's session is all about
how you as a wedding business owner can

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convert more at a wedding expo, whether
that's a wedding expo, a bridal expo a,

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a wedding open evening, a hotel anywhere
where you are putting your business.

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As part of a stand in front of
potential couples and trying to

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promote yourselves to them, that's what
we're gonna be talking about today.

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It doesn't matter about the size or
the scale of those particular expos.

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This is going to be helpful for you now,
before we dive in, I want to know what

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do you think of when I say wedding expo?

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Just think for a second,
what does it make you think?

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Now when I first got engaged way back
in 2009, I was really excited to go to

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my first wedding expo here in the UK.

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We call them wedding fairs and
I called up my best friend who

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was gonna be my bridesmaid.

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And we decided to plan a girl's
trip to go to a bridal show.

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I travelled two hours across the country
to meet her, and we went along to.

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Bridal fair.

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We were so excited.

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We were buzzing.

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We thought just like this picture,
it is gonna be a really fun day out,

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a girly trip to plan the wedding.

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However, the reality was
somewhat disappointing.

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In fact, I found the
day a little bit boring.

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Yes.

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It was great to see my friend.

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But our wedding expo's as exciting as they
seem to be in the way they're marketed.

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In fact, really all it was was a bunch
of people standing behind tables,

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trying to sell me stuff that I didn't
necessarily need for my wedding day.

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It wasn't the girls day
out that I had in my mind.

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It was just one big sales pitch.

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Now, as I walked around that
bridal expo way back in 2009,

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this is the sort of people I came.

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There was two types of people.

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The first type was the people who didn't
seem like they really wanted to be there.

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Maybe they was just sat behind the
table, scrolling their phone, talking to

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someone else, doing work on their laptop.

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And there was me and they just weren't
engaging with me barely at all.

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So I just walked past their stand.

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They looked nervous.

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They look like they didn't
know what they were doing.

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And they looked kind of bored as well.

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It really wasn't an attractive
proposition to go over and speak to.

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And then there was the second type of
person, the other end of the scale.

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This is the person that I've described
here as the used car sales man,

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because they were a proper salesperson.

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They were the sort of people that
jumped out from inside, uh, and

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said, Do you want to buy this?

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And then they'd go straight into a
massive long sales pitch, all about

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their products or service, why it was
amazing why I needed to do it, what

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discounts I could get all of the things
and did I want to buy it right now?

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It was the other end of the scale.

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It was totally overwhelming.

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It felt like the hard sell and they
didn't actually take any time to ask

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me about myself, about my wedding day,
about any of the things I had planned.

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They just had their
preprepared sales pitch.

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Now that doesn't make an enjoyable
day out for any bridal group.

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Trust me.

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And that was my experience of
going to the bridal expo when

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I was planning my own wedding.

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Now I'm gonna ask you
that same question again.

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What do you think of
when I say wedding expo?

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Because for you, you might be thinking
of it from a different perspective.

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You're thinking about it from the
perspective of the potential bride and

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groom, but you are thinking it from
your perspective as the wedding business

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owner, perhaps you've already exhibited
at some of these kind of events and they

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make you feel a little bit uncomfortable.

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Perhaps you're thinking some of these
things I've put loads of effort.

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I've created an amazing.

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Why do couples always
just bypass my stand?

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Why do they never come over?

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Why do they never stop and chat?

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Perhaps you're thinking
I'm a little bit nervous.

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I'm not a salesperson.

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I don't really know how
to start a conversation.

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And that's why I'm sat there
scrolling my phone because

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I'm uncomfortable and nervous.

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And therefore, I don't know
how to start that conversation.

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Perhaps you're thinking, I
know that I need to sell.

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But I don't know how to do that
without coming across sleazy.

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I don't want to be like
the used car sales man.

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And so I just stay quiet or
perhaps you're thinking, I know I

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really wanna get people's details.

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I wanna get them booked in, but I just
don't know how to get people to do it.

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So maybe this is what you think of
when I talk about wedding expos,

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maybe it's all those uncomfortable
feelings that you thought, or maybe

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you've never done one before and
you just don't know where to start.

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Well, how about this?

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What if we could solve both
problems and convert more leads?

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What if I could show you how to give
those couples a great experience,

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not a disappointing experience like
I experienced so that they then

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flock to your stand and you walk away
with hot leads and even some sales.

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Well, if that's what you want, then you
are in the right place, because that's

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exactly what I'm gonna be showing you in.

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Today's presentation, how to give
couples a much greater experience.

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So they flock to your stand and you
walk away with hot leads and sales.

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If we've not met before,
my name is Becca Pountney.

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I'm a based here in the UK, as you can
probably hear from my accent, I've popped

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my Instagram handle at the top there.

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So if you love Instagram, as much as I do
go and connect with me at Becca Pountney.

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If you're watching this snap a
picture tag me in your stories,

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wherever you are in the world, I
would love to see it and drop me a DM.

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And tell me what you've learned
from today's session, because I love

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to chat and I'm more than happy.

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Get into a conversation and chat with you
about your business at Becca Pountney.

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Now I've been in the wedding industry
a number of years, eight years.

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In fact, following a successful
career in TV and radio marketing.

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Um, for the last five years
since finishing my wedding

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videography business, I've become
an award winning wedding blogger.

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I'm a wedding business consultant.

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I'm a podcaster and I speak around
the world, helping people, just like

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you to grow your wedding business
for success, to market yourself

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successfully and to bring home.

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Money.

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And it's an absolute pleasure to be here
talking to you about this topic today.

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Okay.

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So I'm gonna walk you through
my three step process to

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converting at a wedding expo.

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And I call that process elf.

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No, not that little guy on the side there
that brings many parents much, uh, stress

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at Christmastime, but elf is a good way
for you to remember my strategy E L F.

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So what does E.L.F stand for
the E stands for explore and.

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The L stands for look appealing
and the F stands for follow up.

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And this is the framework I'm gonna talk
you through today to help you plan ahead.

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Organize yourself, have a
great expo follow up and most

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importantly, make sales and convert.

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So that's why we're gonna be going today.

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Get ready, because there's lots
of information coming your way.

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So let's start with E then.

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Explore and plan.

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Now E is an essential
part of this process.

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And this part comes before you even get to
the wedding show day itself, because if we

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are not in the right place, if we are not
promoting ourselves at the right bridal

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or wedding expo, then the conversion
is going to be almost impossible.

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So, what do we do then in
this explore and plan stage?

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Well, first of all, do you
have a really clear idea about

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who your ideal couple are?

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Do you know the kind of wedding
they're gonna have, the kind of budget

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that they're gonna be working to?

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Do you know what sort of venues
they're gonna be choosing to get

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married in and what time of year?

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How well do you know the
couples that you serve?

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Because if you know them well, then you
can move on to the next section, which.

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Well, where are they actually hanging out?

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Which of the shows are
they going to be at?

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For example, some of the couples won't
be at the massive big wedding expos that

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might not be where your couple like to be.

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They might like to be at the smaller
boutique, more alternative expos,

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or perhaps it's the other way round.

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So get a grip on who it is that
you're trying to promote to.

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There is no point you being in the wrong.

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If, for example, you want to work with
wedding, uh, couples who want to get

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married at huge Manor house type venues.

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There's no point in going and exhibiting
your business at the local motel because

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your clients are going to be there.

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If someone wants to get married in a
grand Manor house, they're not gonna

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be going to a local motel wedding
exhibition to plan their wedding.

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So do your research and find out
what shows they're going to be.

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Also consider your dream venues.

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What venues do you wish
you could work at more?

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Which venues do your couples go to?

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Which venues are you working at all of
the time, find out if those venues are

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having their own expos, are they having
their own open days and showcases where

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you can get involved, do your research,
because if you put yourself in the right

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place, you've got much more chance of
converting yourself into getting business.

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But if you're in the wrong place,
you are already on an uphill battle.

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Now before you book or pay any money,
I highly recommend if possible that

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you visit the show first often shows
happen twice a year in different places.

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So perhaps you can go to the
spring show and then exhibit at

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the autumn show or vice versa.

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The reason you wanna visit the show is
because yes, their marketing team are

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gonna tell you it's the best thing in
the whole world, but when you go and

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experience it for yourself, you're gonna
get much more of a feel for whether

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your ideal couples are in the room.

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00:12:23,515 --> 00:12:26,935
Also, when I visit a show, I quite
often go round and talk to the other

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00:12:26,935 --> 00:12:30,535
exhibitors who are there and just ask
them how they're getting on at the show.

229
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Has the show been good for them?

230
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Are they getting a lot of interest?

231
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Because if it's successful for
them, chances are, if you're in a

232
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similar niche or in a similar kind of
category, It will work for you as well.

233
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And also never hand any money
over to a show organizer without

234
00:12:46,635 --> 00:12:50,925
asking some good questions, ask
them what is the demographic that

235
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you're expecting at your show?

236
00:12:53,415 --> 00:12:56,745
What are the expected attendance
numbers at the show now?

237
00:12:56,775 --> 00:13:00,375
They can't always know exactly, but
they will know roughly what to expect,

238
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whether you're gonna get 10 couples there.

239
00:13:02,785 --> 00:13:06,505
A thousand couples there, however many
couples, you need to know what your

240
00:13:06,505 --> 00:13:07,975
return on investments is gonna be.

241
00:13:08,305 --> 00:13:11,095
Often we talk about cost
per head in marketing.

242
00:13:11,365 --> 00:13:15,175
So how much is it gonna cost you to
exhibit there versus how many people are

243
00:13:15,175 --> 00:13:18,805
coming through the door and then you can
work out what that cost per head would

244
00:13:18,805 --> 00:13:20,605
be and whether or not it's good value.

245
00:13:21,540 --> 00:13:24,180
And then the other question you
wanna ask is there, are there any

246
00:13:24,180 --> 00:13:25,890
other ways I can get involved?

247
00:13:26,520 --> 00:13:30,510
Often we are sold an exhibition stand,
but quite often there are other little

248
00:13:30,510 --> 00:13:34,020
things that we can get involved with,
which can showcase ourselves even

249
00:13:34,025 --> 00:13:37,680
more ask if they've got a stage and
they need someone to talk about your

250
00:13:37,680 --> 00:13:41,069
subject, ask if they have a show
program that you can contribute to.

251
00:13:41,310 --> 00:13:44,370
So they have goody bags that you
can put some branded merchandise in.

252
00:13:44,640 --> 00:13:47,119
Is there workshop area where
you could run a workshop?

253
00:13:47,305 --> 00:13:50,455
Is there a place where you could play
live music, whatever it is that you

254
00:13:50,455 --> 00:13:54,235
do, is there another way you can get
involved in the show to go above and

255
00:13:54,235 --> 00:13:58,615
beyond just having the stand that will
put you ahead of your competition and

256
00:13:58,615 --> 00:14:00,835
make it even more worth your while.

257
00:14:01,195 --> 00:14:04,945
So before agreeing to anything,
please, please, please make sure

258
00:14:04,945 --> 00:14:07,225
you're asking questions first.

259
00:14:09,390 --> 00:14:09,750
Okay.

260
00:14:09,810 --> 00:14:15,030
So once we have decided which show we
want to go to, then we need to do a few

261
00:14:15,030 --> 00:14:17,310
other things before the show day itself.

262
00:14:18,000 --> 00:14:22,020
First up, you need to work out how
much that show is costing you to be at.

263
00:14:22,350 --> 00:14:25,800
That includes how much it is to
be there on the day and how much.

264
00:14:26,200 --> 00:14:27,040
You're giving away.

265
00:14:27,040 --> 00:14:30,160
So for example, if you're giving away
cake, how much is that costing you?

266
00:14:30,160 --> 00:14:32,560
If you're giving away merchandise,
how much is that costing you?

267
00:14:32,770 --> 00:14:35,500
If you're decorating the stand,
how much is that costing you?

268
00:14:35,650 --> 00:14:37,750
If you're paying someone else
to be with you there on the

269
00:14:37,750 --> 00:14:39,280
day, how much is that costing?

270
00:14:39,280 --> 00:14:42,280
You add it all together and then work out.

271
00:14:42,750 --> 00:14:45,150
How many sales you need
to make from that show.

272
00:14:45,450 --> 00:14:46,770
Number one, to pay for it.

273
00:14:46,950 --> 00:14:49,080
And number two, to make it worth
your while, because there's no

274
00:14:49,080 --> 00:14:50,460
point just doing it to pay for it.

275
00:14:50,460 --> 00:14:52,020
You need to go above and beyond.

276
00:14:52,020 --> 00:14:52,950
You need to be in profit.

277
00:14:53,370 --> 00:14:59,280
So work out how many sales you need to
break even, and to make a profit and then

278
00:14:59,285 --> 00:15:03,840
use that as your sales target, going into
the show, have that number clear in your.

279
00:15:05,160 --> 00:15:08,550
Give yourself some targets from
this show, I need to convert

280
00:15:08,670 --> 00:15:10,470
X number of people into sales.

281
00:15:10,620 --> 00:15:14,190
And I want to collect X number of
email addresses to know whether

282
00:15:14,190 --> 00:15:15,390
or not it's been successful.

283
00:15:15,930 --> 00:15:18,060
Now you will not always
convert on the day.

284
00:15:18,060 --> 00:15:21,840
Sometimes those conversions will come
later on, but it's important to track it.

285
00:15:21,990 --> 00:15:25,800
So it's worth knowing whether or not
to go back to the same expo next year.

286
00:15:26,040 --> 00:15:28,860
If you don't know whether or not it's
worked for you, how can you decide

287
00:15:28,860 --> 00:15:30,630
whether to put marketing budget into it?

288
00:15:32,685 --> 00:15:36,735
The next thing you wanna be doing before
the show itself is actually promote the

289
00:15:36,735 --> 00:15:40,605
fact that you are going to be attending
the show and tell people why they

290
00:15:40,605 --> 00:15:42,435
want to find you before the events.

291
00:15:42,675 --> 00:15:46,545
This is a great strategy because if
your couples or couples attending the

292
00:15:46,545 --> 00:15:51,045
show, see about you before they even
get to the show, they're going to be

293
00:15:51,045 --> 00:15:54,375
seeking you out, especially if you
have something great to offer them.

294
00:15:54,825 --> 00:15:57,855
So tag the show in Instagram, on Facebook.

295
00:15:58,050 --> 00:16:00,870
Because they might share it
to their stories and therefore

296
00:16:00,870 --> 00:16:02,339
their show attendees will see it.

297
00:16:02,819 --> 00:16:05,069
Talk about what you're gonna be
doing at the show where you're

298
00:16:05,069 --> 00:16:08,280
gonna be located and why couples
should come and visit your stand.

299
00:16:08,819 --> 00:16:12,359
I've seen people have great success with
this, where they're at the show and people

300
00:16:12,365 --> 00:16:15,630
keep coming over to them and saying,
I came because I knew you were here.

301
00:16:15,630 --> 00:16:18,719
I knew you had this going on and
they're actually seeking them

302
00:16:18,719 --> 00:16:20,400
out and finding their stand.

303
00:16:20,640 --> 00:16:22,410
And obviously that often leads to.

304
00:16:28,050 --> 00:16:28,469
Okay.

305
00:16:28,500 --> 00:16:32,010
So that is the explore and plan section.

306
00:16:32,280 --> 00:16:35,069
Do not discount that it
is incredibly important.

307
00:16:35,069 --> 00:16:38,490
If you are not promoting and marketing
yourself in the right place at

308
00:16:38,490 --> 00:16:41,310
the right time, it's going to be
really hard for you to convert.

309
00:16:43,260 --> 00:16:47,459
Okay, that then moves us
then onto L look appealing.

310
00:16:48,030 --> 00:16:51,329
I talked to the beginning about
my own bridal show experience

311
00:16:51,569 --> 00:16:53,219
and how boring the show was.

312
00:16:53,280 --> 00:16:57,360
It was literally a bunch of tables
with people trying to sell me stuff.

313
00:16:57,599 --> 00:17:00,030
There was leaflets everywhere
that were being given out.

314
00:17:00,209 --> 00:17:02,490
And it wasn't what I'd
imagined in my head.

315
00:17:03,689 --> 00:17:08,349
Now I want to change the way that
you think about these exhibitions,

316
00:17:08,639 --> 00:17:11,250
because just because that's
what everyone else is doing.

317
00:17:11,909 --> 00:17:13,679
Doesn't mean, you need to do that as well.

318
00:17:14,189 --> 00:17:18,089
And if you can do something totally
different to stand out from the crowd,

319
00:17:18,929 --> 00:17:20,459
everyone's gonna be remembering you.

320
00:17:20,520 --> 00:17:25,079
And in fact, if the show is incredibly
boring, but your stand is amazing.

321
00:17:25,290 --> 00:17:25,859
Guess what?

322
00:17:26,219 --> 00:17:28,530
Everyone's gonna remember you
and you are the one that's going

323
00:17:28,530 --> 00:17:29,820
to be getting the bookings.

324
00:17:30,000 --> 00:17:33,389
So number one, you need to be making
sure you stand out from the crowd.

325
00:17:33,810 --> 00:17:37,350
And secondly, I want you to start
thinking differently about how you

326
00:17:37,350 --> 00:17:39,840
can create a memorable experience.

327
00:17:40,305 --> 00:17:44,925
A memorable experience for the
couples at the show, they don't

328
00:17:44,925 --> 00:17:47,085
want a boring sales experience.

329
00:17:47,265 --> 00:17:48,555
They want something memorable.

330
00:17:48,675 --> 00:17:50,535
They're excited to plan their wedding day.

331
00:17:50,535 --> 00:17:52,665
They're bringing their friends,
they're bringing their partner,

332
00:17:52,665 --> 00:17:55,275
they're bringing their mom, they're
ready to plan their wedding.

333
00:17:55,305 --> 00:17:56,805
And they're there for a day out.

334
00:17:57,105 --> 00:17:58,725
Let's give them something memorable.

335
00:17:58,725 --> 00:17:59,745
So they remember us.

336
00:17:59,985 --> 00:18:01,605
I want us to be there on their wedding.

337
00:18:03,885 --> 00:18:08,655
I wanna encourage you at this point to
think outside of the box and be creative.

338
00:18:08,925 --> 00:18:10,395
There are no bad ideas.

339
00:18:10,395 --> 00:18:13,875
And like I said, just because no one
else is doing it doesn't mean that you

340
00:18:13,875 --> 00:18:17,475
shouldn't be doing it because I promise
you if you find something that works and

341
00:18:17,475 --> 00:18:22,005
everyone's flocking to your stand next
time, you'll see other people copying you

342
00:18:22,185 --> 00:18:23,775
and you wanna be the leader of the pack.

343
00:18:24,745 --> 00:18:28,195
Get rid of all your preconceptions,
get rid of all those nagging doubts in

344
00:18:28,195 --> 00:18:32,275
your mind that it won't work and think
outside of the box and go with me today.

345
00:18:34,015 --> 00:18:34,375
Okay.

346
00:18:34,405 --> 00:18:36,535
I want you to ask yourself this question.

347
00:18:37,225 --> 00:18:43,705
How can you showcase your product
or service in an interactive way?

348
00:18:44,399 --> 00:18:50,490
How can you showcase your product or
service in a fun, interactive, memorable

349
00:18:50,790 --> 00:18:54,840
way now, depending on what you do and
what you offer for a wedding is going

350
00:18:54,840 --> 00:18:56,970
to depend on how you execute this.

351
00:18:57,270 --> 00:18:58,810
But like I said, there's no bad ideas.

352
00:18:58,830 --> 00:19:02,790
So I want you to start with the craziest
idea and the biggest grandest idea you can

353
00:19:02,790 --> 00:19:06,510
think of, and then bring it back down to
something that you could actually manage.

354
00:19:06,780 --> 00:19:08,419
I'm gonna share some
ideas with you, right?

355
00:19:09,975 --> 00:19:15,615
Idea one, for example, if you're a hair
stylist, why not set up a mini salon

356
00:19:15,675 --> 00:19:19,665
area at the wedding show instead of
a table, set up a mini salon with a

357
00:19:19,665 --> 00:19:24,045
chair, a mirror, make it look beautiful
and run mini hair trials on the day.

358
00:19:24,770 --> 00:19:27,290
No one wants to be told that
you are good at doing hair.

359
00:19:27,500 --> 00:19:28,310
They want to see it.

360
00:19:28,310 --> 00:19:29,150
They want to feel it.

361
00:19:29,150 --> 00:19:31,160
They wanna see themselves looking amazing.

362
00:19:31,670 --> 00:19:34,820
Now I've had a client who's done
this incredibly successfully at the

363
00:19:34,820 --> 00:19:36,050
national wedding show in London.

364
00:19:36,350 --> 00:19:40,370
She set up her stall exactly like
this, like a mini salon as suggested.

365
00:19:40,550 --> 00:19:44,210
And then she had her mom and a
friend there as a helper on the day.

366
00:19:44,210 --> 00:19:47,669
So she could do the hair and talk
to the brides, but the other people

367
00:19:47,690 --> 00:19:51,530
could talk to other passes by now,
when someone sees someone else

368
00:19:51,530 --> 00:19:52,580
in the chair getting their hair.

369
00:19:53,110 --> 00:19:54,310
It attracts attention.

370
00:19:54,490 --> 00:19:55,540
They want to be next.

371
00:19:55,660 --> 00:19:57,910
They want to flock over
and see what's going on.

372
00:19:58,450 --> 00:20:00,790
And you are also showcasing
what you can do for them.

373
00:20:01,000 --> 00:20:02,680
It's like a mini free hair trial.

374
00:20:03,160 --> 00:20:06,520
And then obviously you can then
go ahead and book those people

375
00:20:06,520 --> 00:20:10,180
in for a proper trial and work
with them on their wedding day.

376
00:20:10,870 --> 00:20:13,930
Just think for a moment as a bride,
would you rather someone gave you a

377
00:20:13,930 --> 00:20:17,470
leaflet with pictures of hair or would
you rather experience what it's like

378
00:20:17,470 --> 00:20:19,060
to have your hair looking great for.

379
00:20:20,515 --> 00:20:23,535
If you're a musician, maybe you
could have a little set area set

380
00:20:23,535 --> 00:20:26,055
up a little stage where you can
play music live at the event.

381
00:20:26,475 --> 00:20:29,175
If you're a Florist, perhaps you
could create a little workshop

382
00:20:29,180 --> 00:20:32,445
area in your stand where people can
come over and you can talk to them

383
00:20:32,445 --> 00:20:35,895
about flowers and help them make a
flower crown or something like that.

384
00:20:36,105 --> 00:20:38,655
Perhaps you could run a little
mini bouquet demonstration.

385
00:20:38,835 --> 00:20:41,835
So people come over and
hover around your stand.

386
00:20:42,075 --> 00:20:43,125
You're doing something fun.

387
00:20:43,130 --> 00:20:46,065
You're doing something interactive
and you're doing something memorable.

388
00:20:46,485 --> 00:20:48,285
Showcase your expertise.

389
00:20:49,755 --> 00:20:50,055
Okay.

390
00:20:50,055 --> 00:20:50,865
Second idea.

391
00:20:51,585 --> 00:20:56,615
One thing I find at a wedding
exhibition, or a wedding expo.

392
00:20:56,925 --> 00:21:00,465
There's a lot of standing around
and there's often minimal seating.

393
00:21:00,825 --> 00:21:05,295
So why not turn your stand, your
booth, your area into a really

394
00:21:05,300 --> 00:21:07,365
comfortable area for people to hang out.

395
00:21:07,785 --> 00:21:10,815
I've seen a photographer do this
incredibly successfully, where

396
00:21:10,815 --> 00:21:14,774
they bought lounge furniture from
their home and set up their stand

397
00:21:14,780 --> 00:21:16,995
as a mini kind of living room area.

398
00:21:17,385 --> 00:21:20,595
And they put out their photo albums
and people could come and hang

399
00:21:20,595 --> 00:21:22,425
out at their stand, sit on the so.

400
00:21:23,040 --> 00:21:26,850
Chill out for a bit and look through
the wedding, photograph albums, and

401
00:21:26,850 --> 00:21:30,510
then they could sit with them and
chat, and it was so much better and

402
00:21:30,510 --> 00:21:34,890
more enjoyable than just a stand with
tables and pictures up, and guess what

403
00:21:34,920 --> 00:21:36,390
they did incredibly well from the show.

404
00:21:36,390 --> 00:21:37,590
People enjoyed chatting with them.

405
00:21:37,590 --> 00:21:38,570
People enjoyed chilling out.

406
00:21:39,360 --> 00:21:40,920
Perhaps you're a cake maker.

407
00:21:41,220 --> 00:21:43,530
And you wanna give out
cake samples at the show?

408
00:21:43,830 --> 00:21:47,040
Well, yes, you could just give them
out, wrapped up to everyone who passes

409
00:21:47,310 --> 00:21:51,030
or perhaps you could set up a mini
tea room inside your booth, have a few

410
00:21:51,030 --> 00:21:55,139
tables and chairs, invite people to
sit for a few minutes and have your

411
00:21:55,260 --> 00:21:57,600
cake served on a plate and try it.

412
00:21:57,810 --> 00:21:59,580
Maybe you can do a flavor test with them.

413
00:21:59,580 --> 00:22:00,960
See if they can guess the flavors.

414
00:22:01,170 --> 00:22:01,950
I don't know.

415
00:22:01,950 --> 00:22:05,419
There's so many different ideas where
you can create an enjoyable environment.

416
00:22:06,735 --> 00:22:10,814
Perhaps, if you are someone that sells
suits and you're trying to attract the

417
00:22:10,814 --> 00:22:15,465
men often, the men are hanging about at
the wedding expos while they're wives to

418
00:22:15,465 --> 00:22:18,225
be, or parents or whoever are off making.

419
00:22:19,260 --> 00:22:23,520
So, if you were a suit salesperson,
perhaps you could turn it into some kind

420
00:22:23,520 --> 00:22:27,120
of men's hangout area where you've got a
rack of suit jackets that they can have

421
00:22:27,120 --> 00:22:32,130
a look at, but maybe you've got a, a set
there, or some gaming chairs, a switch

422
00:22:32,135 --> 00:22:36,120
or a PlayStation that they can play on
somewhere where they can hang out while

423
00:22:36,125 --> 00:22:37,710
their partners are going around the show.

424
00:22:38,445 --> 00:22:39,554
Very memorable.

425
00:22:39,614 --> 00:22:42,524
And also they're going to want
to come to you for the suits.

426
00:22:42,764 --> 00:22:45,344
There's so many different ideas,
but think about how you could

427
00:22:45,344 --> 00:22:49,004
create an enjoyable environment or a
seating area for people at the show.

428
00:22:50,669 --> 00:22:54,179
Idea three is to do something
totally different, but something

429
00:22:54,179 --> 00:22:55,679
that's going to attract attention.

430
00:22:56,189 --> 00:22:59,639
Now, imagine you're at a fun, fair,
you know, all those different games,

431
00:22:59,645 --> 00:23:03,360
whether people are trying to attract
you over to play, perhaps you could

432
00:23:03,360 --> 00:23:07,350
have some kind of interactive game
set up going on at your stand.

433
00:23:07,740 --> 00:23:11,939
I'm imagining some kind of large spin
the wheel where people come over.

434
00:23:12,275 --> 00:23:14,555
They give their email
address in that's important.

435
00:23:14,555 --> 00:23:16,895
You take their email address
and they get to play the game.

436
00:23:17,075 --> 00:23:19,295
They spin the big wheel
and then win something.

437
00:23:19,295 --> 00:23:20,975
Maybe you've got some sweets to give away.

438
00:23:21,185 --> 00:23:24,065
Maybe they win a special
offer for your services.

439
00:23:24,245 --> 00:23:26,315
Maybe they win a can of drink or voucher.

440
00:23:26,345 --> 00:23:27,845
I don't know what you wanna give away.

441
00:23:27,850 --> 00:23:28,805
That's up to you.

442
00:23:29,165 --> 00:23:31,955
But just having that big
wheel will attract attention.

443
00:23:32,165 --> 00:23:34,985
People will want to come and play,
because people love playing games

444
00:23:34,985 --> 00:23:36,335
and people love winning prizes.

445
00:23:36,545 --> 00:23:37,915
And it's definitely memorable.

446
00:23:38,455 --> 00:23:40,945
Or you could have a big play your
cards right, that kind of thing

447
00:23:40,945 --> 00:23:43,344
to attract attention over again.

448
00:23:43,344 --> 00:23:46,254
People will be flocking to your
store to find out what you do.

449
00:23:46,524 --> 00:23:49,375
And while they're there playing
the game, you're chatting to them,

450
00:23:49,375 --> 00:23:52,405
asking them questions, finding out
about their wedding day and telling

451
00:23:52,409 --> 00:23:54,205
them about the service you provide.

452
00:23:55,875 --> 00:23:58,935
Like I said, at this point, you have
to let go and think outside of the box,

453
00:23:59,175 --> 00:24:02,505
what could you be doing differently for
whatever product or service you sell?

454
00:24:02,745 --> 00:24:03,345
What can you do?

455
00:24:03,345 --> 00:24:07,995
That's interactive, fun and memorable for
the people coming to the show and makes it

456
00:24:07,995 --> 00:24:11,685
easier for you because people are flocking
over rather than you standing there

457
00:24:11,715 --> 00:24:13,575
awkwardly waiting for someone to stop.

458
00:24:13,845 --> 00:24:14,235
Bye.

459
00:24:16,530 --> 00:24:18,990
The next thing you need to think
about when it comes to the show

460
00:24:18,990 --> 00:24:24,899
day itself is ensuring you and your
stand can be spotted from a distance.

461
00:24:25,320 --> 00:24:28,620
I've put some examples in here of
some amazing wedding show stands.

462
00:24:28,620 --> 00:24:30,629
I've seen at places
where I've been speaking.

463
00:24:30,990 --> 00:24:36,240
Um, you can see how incredibly, uh, how
incredible these are and how much they're

464
00:24:36,240 --> 00:24:38,570
gonna stand out against a normal booth.

465
00:24:39,260 --> 00:24:42,140
You can see that they've gone
all out with neon lights, with

466
00:24:42,140 --> 00:24:45,590
seating areas, Instagramable
spots for people to take a photo.

467
00:24:45,800 --> 00:24:46,880
I love this cake stand.

468
00:24:46,880 --> 00:24:49,850
The photo's not very good because it's
taken on my phone, but instead of just

469
00:24:49,855 --> 00:24:54,140
having cakes on a table, how much more
exciting do those cakes look in that

470
00:24:54,145 --> 00:24:57,770
display and people were talking to me
later in the day and saying, oh, I love

471
00:24:57,770 --> 00:24:59,630
the cake maker with the amazing balloons.

472
00:24:59,930 --> 00:25:01,169
It was really memorable.

473
00:25:01,660 --> 00:25:05,680
So, what can you do to make sure your
stand and your amazing area that you

474
00:25:05,680 --> 00:25:08,020
set up is spotted from a distance.

475
00:25:08,020 --> 00:25:11,650
So people look at it and want to
come and see what it's all about.

476
00:25:13,180 --> 00:25:13,450
Okay.

477
00:25:13,450 --> 00:25:16,960
Here's some top tips in to
think about how to do that.

478
00:25:19,060 --> 00:25:20,020
Actually, I'm gonna go back to.

479
00:25:22,215 --> 00:25:23,175
I've missed a slide out.

480
00:25:23,235 --> 00:25:24,705
Okay, let's stick with this.

481
00:25:24,854 --> 00:25:25,995
How can you achieve that then?

482
00:25:25,995 --> 00:25:27,885
Because you might be thinking
I can't achieve this.

483
00:25:27,885 --> 00:25:29,205
I don't have the money for it.

484
00:25:29,594 --> 00:25:32,625
Well, first of all, I wanna
say, why don't you collaborate?

485
00:25:32,804 --> 00:25:35,564
See if you can collaborate with
other people that do what you

486
00:25:35,564 --> 00:25:38,235
want on your stand and see if
you can collaborate on the stand.

487
00:25:38,445 --> 00:25:41,804
Perhaps you can give out some of their
business cards, uh, to say, thank you.

488
00:25:41,804 --> 00:25:44,925
If they've set up the balloons for
you, perhaps you can share a stand.

489
00:25:44,925 --> 00:25:47,385
You need to ask the expo for
the rules around those things,

490
00:25:47,594 --> 00:25:50,175
but if you can collaborate,
that's gonna make it better for.

491
00:25:50,879 --> 00:25:55,260
Or make sure you've set aside some
budget to pay for your stand, because

492
00:25:55,260 --> 00:25:58,770
if your stand looks amazing, it'll be
a lot easier to attract people over.

493
00:25:59,010 --> 00:26:01,860
And the more people that come over
to your stand and love it, the more

494
00:26:01,860 --> 00:26:03,690
likely you are to get them to convert.

495
00:26:05,190 --> 00:26:05,610
Okay.

496
00:26:06,000 --> 00:26:09,930
Let's have some top tips then for
being on the show, date itself, once

497
00:26:10,240 --> 00:26:13,409
you've got your stand and everything
looking attractive and amazing.

498
00:26:14,354 --> 00:26:18,854
When you are chatting to people,
use questions, be friendly

499
00:26:18,854 --> 00:26:20,715
with people and qualify the.

500
00:26:21,435 --> 00:26:24,975
So don't go over to someone
and launch into a sales pitch.

501
00:26:25,485 --> 00:26:27,675
Ask questions, be normal.

502
00:26:28,155 --> 00:26:29,805
How are you enjoying the show today?

503
00:26:29,805 --> 00:26:31,095
Do you wanna take part in our game?

504
00:26:31,095 --> 00:26:32,265
Do you wanna have your hair done?

505
00:26:32,415 --> 00:26:34,245
We'd like to sit down
and have a cup of tea.

506
00:26:34,365 --> 00:26:35,715
How's your wedding planning going?

507
00:26:35,715 --> 00:26:36,795
Is it you getting married?

508
00:26:36,975 --> 00:26:38,115
When are you getting married?

509
00:26:38,265 --> 00:26:39,315
When did you get engaged?

510
00:26:39,320 --> 00:26:40,665
How long have you been together?

511
00:26:40,755 --> 00:26:42,345
How are you finding the show today?

512
00:26:42,465 --> 00:26:44,325
How's this wedding
planning business going?

513
00:26:44,415 --> 00:26:46,245
Have you thought about
your wedding flowers yet?

514
00:26:46,395 --> 00:26:47,745
Where are you in the process?

515
00:26:48,290 --> 00:26:51,170
Ask questions, listen to their responses.

516
00:26:51,680 --> 00:26:54,980
And it's important to qualify the lead
because, and we'll talk about this more

517
00:26:54,980 --> 00:26:57,830
in a minute when I talk about follow
up, because if they're not actually

518
00:26:57,830 --> 00:27:00,620
the person getting married or they're
not actually there to get married,

519
00:27:00,620 --> 00:27:01,879
they're just there for a bit of fun.

520
00:27:02,060 --> 00:27:04,010
You don't wanna spend too
much time talking to them.

521
00:27:04,310 --> 00:27:04,730
Okay.

522
00:27:04,735 --> 00:27:06,500
But be friendly and qualify the lead.

523
00:27:07,455 --> 00:27:11,595
Secondly, often people have offers
at shows because they want to use

524
00:27:11,595 --> 00:27:13,275
the offer to collect email addresses.

525
00:27:13,875 --> 00:27:17,715
But I want to recommend you that
you have upsell offers, but that

526
00:27:17,715 --> 00:27:20,355
you don't discount discounting.

527
00:27:20,385 --> 00:27:21,855
Isn't always a great strategy.

528
00:27:21,855 --> 00:27:24,405
It looks a little bit desperate
and actually you are worth

529
00:27:24,405 --> 00:27:25,515
the price that you're paying.

530
00:27:25,815 --> 00:27:29,805
So instead of discounting, don't say
if you book today, you get 20% off.

531
00:27:30,105 --> 00:27:32,595
Say if you book today,
I will also include.

532
00:27:32,780 --> 00:27:36,440
Two hours, extra footage, or I
will include a photo album, or I

533
00:27:36,440 --> 00:27:40,220
will include a gift bouquet for the
bride or whatever it is that you do.

534
00:27:40,580 --> 00:27:41,870
Add something on.

535
00:27:42,050 --> 00:27:45,260
If they give their email address,
don't discount off your price.

536
00:27:45,350 --> 00:27:48,440
You don't need to do that and make
sure that offer is time sensitive.

537
00:27:48,710 --> 00:27:52,399
So if you sign up for today and you
book within the next three weeks,

538
00:27:52,460 --> 00:27:54,379
you will get this added bonus.

539
00:27:55,575 --> 00:27:58,004
You wanna make sure you're getting
contact information from as

540
00:27:58,004 --> 00:27:59,895
many people as you possibly can.

541
00:28:00,105 --> 00:28:03,495
You don't wanna leave the power in their
hands to walk away and forget about you.

542
00:28:03,705 --> 00:28:07,215
You want the power to be able to contact
them again and remind them why you are

543
00:28:07,215 --> 00:28:08,534
amazing and why they should book you.

544
00:28:09,720 --> 00:28:11,010
Next make sure.

545
00:28:11,010 --> 00:28:14,250
And I'm surprised how many people
forget about this, make sure you

546
00:28:14,250 --> 00:28:16,200
have your diary with you on the day.

547
00:28:16,410 --> 00:28:19,740
So if people ask about availability,
you can tell them whether you've got

548
00:28:19,740 --> 00:28:24,060
availability for their wedding date,
and also find a way to take payment.

549
00:28:24,065 --> 00:28:24,660
On the day.

550
00:28:25,020 --> 00:28:28,700
These days, you can get those little
card machines, very low cost, where

551
00:28:28,705 --> 00:28:30,420
you can take deposits on the day.

552
00:28:30,720 --> 00:28:32,610
If someone wants to give you money on the.

553
00:28:33,165 --> 00:28:34,905
You don't wanna be turning it down.

554
00:28:35,055 --> 00:28:38,985
So make sure you invest in one of those
little machines where you can take

555
00:28:38,985 --> 00:28:40,875
money on the day, because it will.

556
00:28:41,265 --> 00:28:42,525
Yeah, it's just a good idea.

557
00:28:42,525 --> 00:28:44,205
Why would you wanna turn money away?

558
00:28:44,205 --> 00:28:47,205
And if you don't take the money, I
guarantee someone else around the corner

559
00:28:47,205 --> 00:28:49,135
at the expo will take their money instead.

560
00:28:50,910 --> 00:28:54,690
And finally, if you have products
that you can sell individually,

561
00:28:55,080 --> 00:28:56,610
have them there for sale on the day.

562
00:28:56,940 --> 00:29:00,300
So for example, if you're a cake
maker and you can have some cupcakes

563
00:29:00,305 --> 00:29:03,930
or something that people can buy for
a pound or a dollar, uh, on the day,

564
00:29:04,080 --> 00:29:07,110
do that and take the money, make
some money back towards the stand.

565
00:29:07,380 --> 00:29:10,400
If you are a makeup artist,
uh, perhaps you can offer.

566
00:29:10,490 --> 00:29:14,600
A mini makeover on the day that they
pay for, if you sell a product like

567
00:29:14,600 --> 00:29:18,350
candles, perhaps you can sell individual
candles or gift sets on the day.

568
00:29:18,590 --> 00:29:20,330
If there's something you
can sell on the day, do it.

569
00:29:20,720 --> 00:29:24,140
I, again, at the national wedding
show in London, there was amazing,

570
00:29:24,200 --> 00:29:26,870
uh, lady there who sold cocktails.

571
00:29:27,020 --> 00:29:29,720
So her offering was that she'd
come to your wedding with her

572
00:29:29,720 --> 00:29:33,290
cocktails and create favors for all
the guests and that kind of thing.

573
00:29:33,980 --> 00:29:37,930
But she was selling on the
day mini jars of her cocktail.

574
00:29:38,565 --> 00:29:39,975
She sold out on day one.

575
00:29:40,065 --> 00:29:42,165
She had to go and make
more cocktails for day two.

576
00:29:42,405 --> 00:29:46,425
Everyone was buying the mini jars
of cocktails, as well as finding out

577
00:29:46,425 --> 00:29:48,195
information about her wedding service.

578
00:29:48,405 --> 00:29:52,545
So she made almost as much money as
to pay for the whole show, just on

579
00:29:52,545 --> 00:29:54,285
selling those mini jars of cocktails.

580
00:29:54,495 --> 00:29:57,195
So if you have something to sell,
make sure you have it with you on the

581
00:29:57,225 --> 00:29:58,995
day and make sure you have enough of.

582
00:30:00,810 --> 00:30:06,189
Okay, then that brings me onto the
final section, which is F in ELF.

583
00:30:06,209 --> 00:30:08,040
And that stands for follow.

584
00:30:08,475 --> 00:30:08,805
Up.

585
00:30:09,255 --> 00:30:12,015
Now, I want you to keep paying
attention here because this is

586
00:30:12,015 --> 00:30:13,845
where I find most suppliers.

587
00:30:13,845 --> 00:30:16,425
Most wedding business
owners drop the ball.

588
00:30:16,725 --> 00:30:17,625
It's the follow up.

589
00:30:17,955 --> 00:30:19,245
They prepare for the show.

590
00:30:19,365 --> 00:30:20,835
They go all out of the show.

591
00:30:20,955 --> 00:30:24,195
They're exhausted from the show
and life gets in the way, and then

592
00:30:24,195 --> 00:30:25,395
not very good at following up.

593
00:30:25,785 --> 00:30:28,965
I spoke to a wedding business
owner recently who told me

594
00:30:28,965 --> 00:30:30,465
wedding shows didn't work for her.

595
00:30:30,645 --> 00:30:33,615
And she'd had nothing from
her recent show two weeks ago.

596
00:30:34,605 --> 00:30:36,015
I said to her, well, when did you follow.

597
00:30:36,629 --> 00:30:37,679
I haven't followed up yet.

598
00:30:37,679 --> 00:30:38,370
Haven't had time.

599
00:30:38,909 --> 00:30:41,310
Well, that's why you, haven't
got very good results.

600
00:30:41,310 --> 00:30:44,639
If you don't follow up, you are not gonna
get the results you want from the show.

601
00:30:44,879 --> 00:30:49,320
And if you don't drop the ball and you do
well in this area, it absolutely will make

602
00:30:49,320 --> 00:30:50,970
a difference to your conversion rates.

603
00:30:53,010 --> 00:30:53,750
I wanna tell you this.

604
00:30:54,465 --> 00:30:58,725
It's a fact, the quicker you follow
up, the more conversions you will

605
00:30:58,725 --> 00:31:02,415
get, the quicker you follow up,
the more conversions you will get.

606
00:31:03,165 --> 00:31:06,915
And if you are slow to follow up,
they may just book your competitor.

607
00:31:07,604 --> 00:31:10,935
Now we like to think that couples are
savvy and they're shopping around for the

608
00:31:10,935 --> 00:31:14,745
best choice, but they don't always know
as much about the wedding industry as we.

609
00:31:15,375 --> 00:31:18,495
And often they'll go for
the fastest, easiest choice.

610
00:31:18,645 --> 00:31:22,395
And if someone else follows up before
you and is in their price range, they

611
00:31:22,395 --> 00:31:24,105
will just go ahead and book them.

612
00:31:24,375 --> 00:31:27,675
So we want to make sure we are following
up with our leads incredibly fast.

613
00:31:29,504 --> 00:31:32,925
So how can we do that when we're
gonna be tired after the show?

614
00:31:33,705 --> 00:31:37,245
Well, for a start, you can
set it up before you even get

615
00:31:37,245 --> 00:31:39,254
to the show, use a system.

616
00:31:39,254 --> 00:31:42,945
These are free systems at a certain
level like mailer light is my favorite.

617
00:31:42,945 --> 00:31:44,504
I've got a great training on mailer light.

618
00:31:44,510 --> 00:31:45,584
If anyone wants to see it.

619
00:31:45,870 --> 00:31:48,870
Drop me a DM, and I will send
you some information about that.

620
00:31:49,260 --> 00:31:50,400
And also MailChimp.

621
00:31:50,460 --> 00:31:54,630
I don't like MailChimp as much, but
lots of you may use it in these systems.

622
00:31:54,630 --> 00:32:00,240
You can set up a form which can be
filled in and an automated funnel.

623
00:32:00,270 --> 00:32:04,560
So as soon as they hit submit on
that form at the wedding show,

624
00:32:04,830 --> 00:32:06,690
they will get an email from you.

625
00:32:07,320 --> 00:32:10,620
Instantly instantly before
they've even left your stand.

626
00:32:10,890 --> 00:32:13,470
So you will be the first person
that follows up with them.

627
00:32:13,650 --> 00:32:16,710
Cause I guarantee most other
people at the show won't follow

628
00:32:16,710 --> 00:32:18,120
up for at least 24 hours.

629
00:32:18,150 --> 00:32:22,110
If not longer, you can say something
like, Hey, it was so great to meet

630
00:32:22,110 --> 00:32:24,720
you just now at the exhibition stand.

631
00:32:24,900 --> 00:32:26,940
Um, here's the information on my packages.

632
00:32:27,030 --> 00:32:29,880
Here's the link to book a call,
tell them what you want them to do.

633
00:32:29,940 --> 00:32:32,520
Next set up that form before the.

634
00:32:33,145 --> 00:32:36,685
Have it on an iPad or a laptop, make
sure you've got access to internet

635
00:32:36,955 --> 00:32:38,544
and they can fill it in as they go.

636
00:32:38,754 --> 00:32:42,115
It means you're not dealing with loads
of paperwork and it means the follow

637
00:32:42,120 --> 00:32:45,895
up the instant follow up is done
for you before you get to the show.

638
00:32:46,135 --> 00:32:49,975
So you don't have to sit down that evening
and start sending loads of emails out.

639
00:32:50,455 --> 00:32:53,905
So get that set up and if you need
additional help and support with the tech

640
00:32:53,905 --> 00:32:57,534
behind that, reach out to me, and I'll
give you information about my training.

641
00:32:59,535 --> 00:33:04,725
Here's an important piece of information
for you when it comes to that follow up

642
00:33:04,754 --> 00:33:12,825
email, make sure you include a photograph
of yourself or include something that's a

643
00:33:12,825 --> 00:33:15,764
memorable about your stand in the email.

644
00:33:16,629 --> 00:33:19,780
I'm gonna say that again, include
a photograph of yourself or

645
00:33:19,780 --> 00:33:23,080
include something memorable
about your stand in the email.

646
00:33:23,679 --> 00:33:26,350
They will have met a
lot of people that day.

647
00:33:26,560 --> 00:33:29,709
They will have met a lot of wedding,
business owners, and all of them will

648
00:33:29,709 --> 00:33:33,340
start to merge into one and they'll be
thinking, oh, I really like that girl

649
00:33:33,340 --> 00:33:36,699
with the flowers, but I can't remember
which one of these business cards she was.

650
00:33:36,699 --> 00:33:38,409
And I can't remember the
name of her business.

651
00:33:38,679 --> 00:33:41,260
However, they will remember
you if they talk to you.

652
00:33:41,560 --> 00:33:45,490
So if in your email right near the top,
there's a lovely picture of you saying.

653
00:33:45,655 --> 00:33:46,915
Hey, it's Becca.

654
00:33:46,915 --> 00:33:49,195
Thank you so much for chatting today.

655
00:33:49,195 --> 00:33:50,965
I loved meeting you instantly.

656
00:33:50,965 --> 00:33:51,535
They're gonna know.

657
00:33:51,595 --> 00:33:54,055
Oh, that's the person I
really enjoy talking to.

658
00:33:54,264 --> 00:33:56,455
That's the person I want to chat with.

659
00:33:57,055 --> 00:34:00,085
If you really don't wanna include
a photo of yourself, include

660
00:34:00,090 --> 00:34:01,615
something memorable about your stand.

661
00:34:01,855 --> 00:34:04,675
Hey, it was great to chat to
you about my, at my cake stand.

662
00:34:04,825 --> 00:34:07,405
We were the one with the big pink
balloon arch, where we were giving

663
00:34:07,405 --> 00:34:10,735
away free cake tasters, and you were
guessing and spinning the wheel.

664
00:34:10,915 --> 00:34:11,335
Okay.

665
00:34:11,425 --> 00:34:13,295
Whatever it is that reminds them.

666
00:34:13,315 --> 00:34:13,884
What stand you?

667
00:34:14,569 --> 00:34:16,850
Don't assume they will remember
the name of your business.

668
00:34:16,879 --> 00:34:18,620
I guarantee they won't do it yourself.

669
00:34:18,799 --> 00:34:22,040
Walk around a wedding exhibition,
walk out and see if you can remember

670
00:34:22,040 --> 00:34:25,549
the names of the businesses, or
if you can remember instead what

671
00:34:25,549 --> 00:34:28,339
their stand looked like and what the
person was like that you talked to.

672
00:34:31,185 --> 00:34:32,475
Okay, it's really important.

673
00:34:32,475 --> 00:34:36,525
We've covered this already, but it's
really important that you get information

674
00:34:36,530 --> 00:34:42,195
from as many people as possible on the
day, don't leave the power in their hands.

675
00:34:42,495 --> 00:34:46,695
So often I ask people what their strategy
is at a wedding expo, and they say,

676
00:34:46,864 --> 00:34:48,225
I talk to them all about my business.

677
00:34:48,435 --> 00:34:51,195
And then I say, get in touch
with me if you are interested.

678
00:34:51,405 --> 00:34:54,075
And then they wave them off from
the stand and never hear from them.

679
00:34:54,990 --> 00:34:58,140
Why because they've left the show
and they can't remember who you are.

680
00:34:58,470 --> 00:35:02,670
You need to get contact information
from as many people as possible

681
00:35:02,670 --> 00:35:06,060
on the day, do not leave the power
in their hands to contact you.

682
00:35:06,270 --> 00:35:09,690
You want to have the power to be
able to contact them immediately.

683
00:35:09,720 --> 00:35:12,540
And in the days of weeks,
following that expo.

684
00:35:13,245 --> 00:35:15,584
Also you wanna try and get them
to follow you on social media.

685
00:35:15,734 --> 00:35:18,825
Quite often, I'll say to people,
uh, while I'm chatting to them at

686
00:35:18,825 --> 00:35:20,625
a stand, Hey, are you on Instagram?

687
00:35:20,805 --> 00:35:21,674
Like pull out your phone.

688
00:35:21,680 --> 00:35:24,854
I'll show you my Instagram account,
give it a follow and get them following

689
00:35:24,854 --> 00:35:27,464
you so that you are popping up in
their news feed all of the time.

690
00:35:30,870 --> 00:35:31,260
Okay.

691
00:35:31,740 --> 00:35:36,390
The last part of this follow up is gonna
depend on whereabouts in the process.

692
00:35:36,390 --> 00:35:40,200
These people you're talking to
are I talked you earlier about how

693
00:35:40,200 --> 00:35:42,030
it's important to qualify leads.

694
00:35:42,210 --> 00:35:46,920
And I like to put these leads into three
separate categories and the way you

695
00:35:46,920 --> 00:35:50,850
follow up and try and convert these leads
is gonna be very different depending

696
00:35:50,850 --> 00:35:52,620
on which of these categories they fall.

697
00:35:53,595 --> 00:35:56,325
So the first category is
the one that we all want.

698
00:35:56,625 --> 00:35:58,515
And yet they're often
in quite short supply.

699
00:35:58,755 --> 00:36:01,305
They are the super hot leads.

700
00:36:01,875 --> 00:36:03,735
These are the people that
come over to your stand.

701
00:36:03,735 --> 00:36:05,805
And they're already asking
about your availability.

702
00:36:06,045 --> 00:36:06,855
We love what you do.

703
00:36:06,885 --> 00:36:09,555
Are you available on the
10th of March 20, 27?

704
00:36:10,005 --> 00:36:12,505
They're really wanting to know that
they can have you on their day.

705
00:36:13,275 --> 00:36:15,555
They're starting to ask
you lots of questions.

706
00:36:15,705 --> 00:36:18,225
They're genuinely interested
in the product or service.

707
00:36:18,230 --> 00:36:19,455
They're excited about it.

708
00:36:19,575 --> 00:36:21,705
They they're imagining
it on their wedding day.

709
00:36:21,944 --> 00:36:24,555
And they're asking a lot of questions
about how it works and they're

710
00:36:24,765 --> 00:36:26,444
asking what they need to do to book.

711
00:36:26,625 --> 00:36:27,615
What's the next stages?

712
00:36:27,615 --> 00:36:29,325
Do I need a, do you need a deposit?

713
00:36:29,330 --> 00:36:31,125
How do I make sure I secure that date?

714
00:36:31,605 --> 00:36:32,865
These are the people you want.

715
00:36:33,165 --> 00:36:37,035
If you are talking to someone and that's
the signals you're getting mentally

716
00:36:37,035 --> 00:36:39,134
in your head, mark them as super hot.

717
00:36:40,800 --> 00:36:42,360
The second category is hot.

718
00:36:42,630 --> 00:36:43,770
These are also great leads to.

719
00:36:44,895 --> 00:36:48,765
So these are people that you will identify
because they're asking lots of questions.

720
00:36:48,765 --> 00:36:52,035
So again, they're interested in
what you're doing, but not quite as

721
00:36:52,035 --> 00:36:55,905
interested as the super hot leads,
they're taking a genuine interest in

722
00:36:55,905 --> 00:36:57,315
what it is that you have to offer.

723
00:36:57,675 --> 00:36:59,385
And they have a wedding date booked.

724
00:36:59,925 --> 00:37:02,955
They might not be super hot, but
they're definitely interested and

725
00:37:02,955 --> 00:37:04,515
they're definitely worth some following.

726
00:37:05,950 --> 00:37:09,730
And then the final set of
qualifications is the cold leads.

727
00:37:10,000 --> 00:37:12,670
These are the people that are giving
you their email address, but you get the

728
00:37:12,670 --> 00:37:14,200
feeling they're giving it to everyone.

729
00:37:14,410 --> 00:37:17,620
They may be giving you the email address,
because they want the offer or the freebie

730
00:37:17,620 --> 00:37:20,980
or the chance to spin the wheel or the
free cake or whatever it is you are asking

731
00:37:20,985 --> 00:37:22,690
them to do to give over the email address.

732
00:37:23,140 --> 00:37:25,570
They're not really asking that many
questions about what you offer.

733
00:37:25,570 --> 00:37:26,290
They're just there.

734
00:37:26,650 --> 00:37:29,860
And then maybe the people that say, oh,
we don't have a date for our wedding yet.

735
00:37:29,860 --> 00:37:30,610
We're just looking.

736
00:37:30,610 --> 00:37:31,810
We're just getting some ideas.

737
00:37:31,815 --> 00:37:32,620
We're thinking about it.

738
00:37:32,890 --> 00:37:33,580
That's great.

739
00:37:33,640 --> 00:37:34,360
Be friendly to.

740
00:37:34,740 --> 00:37:37,919
But in your head, mark
them down as a cold lead.

741
00:37:38,399 --> 00:37:41,790
Now, the reason we split them is because
each of these different people need

742
00:37:41,790 --> 00:37:43,560
a different follow up at the show.

743
00:37:43,919 --> 00:37:46,169
And if you treat them all
the same, it won't work.

744
00:37:46,470 --> 00:37:49,470
If you try and follow up the
cold leads with the super hot

745
00:37:49,589 --> 00:37:51,660
examples, it ain't gonna work.

746
00:37:52,109 --> 00:37:55,529
And if you give the super hot
people, the cold lead funnel,

747
00:37:55,740 --> 00:37:56,970
it isn't gonna work either.

748
00:37:57,000 --> 00:37:58,589
So once you've identified them?

749
00:37:58,859 --> 00:37:59,419
What do you.

750
00:38:00,270 --> 00:38:03,570
Well, if you've identified someone
as super hot, these are the people

751
00:38:03,570 --> 00:38:07,110
that are likely to potentially book
in and give you money on the day.

752
00:38:07,680 --> 00:38:10,590
So ask them great love that you like it.

753
00:38:10,590 --> 00:38:13,380
Do you want to secure
your date before it goes?

754
00:38:14,535 --> 00:38:17,025
If they say yes, then explain to them.

755
00:38:17,235 --> 00:38:17,685
Great.

756
00:38:17,745 --> 00:38:21,525
All we need to do is take a
deposit of X, Y, Z, here and now.

757
00:38:21,615 --> 00:38:23,174
And your date will be in the diary.

758
00:38:23,325 --> 00:38:27,855
We'll then be in contact over the next
24 hours for final information, have a

759
00:38:27,855 --> 00:38:31,525
consultation, whatever it is that you
need to do, take the deposit there.

760
00:38:31,525 --> 00:38:31,805
And then.

761
00:38:32,274 --> 00:38:33,205
Get the date booked.

762
00:38:33,384 --> 00:38:35,904
And then when they've left, you
can celebrate because that is

763
00:38:35,964 --> 00:38:39,745
ultimately what you want a sale and
a sale on the day is incredible.

764
00:38:39,895 --> 00:38:43,285
You don't always make sales on
the day, but if you can, them.

765
00:38:46,259 --> 00:38:46,560
Okay.

766
00:38:46,560 --> 00:38:49,319
That second response is the hot response.

767
00:38:49,440 --> 00:38:52,140
So this is the people that maybe
aren't quite ready to book there

768
00:38:52,140 --> 00:38:55,230
and then, but are very interested
in finding out more about you.

769
00:38:55,950 --> 00:38:59,880
If that is them, say that you'll
be in touch with them soon to book

770
00:38:59,880 --> 00:39:02,790
a consultation, to book a call,
to get on the phone with them

771
00:39:02,790 --> 00:39:04,080
and give them more information.

772
00:39:04,860 --> 00:39:09,180
Also, once they leave your stand, make
a quick note of their names and who they

773
00:39:09,180 --> 00:39:11,120
were and something about the convers.

774
00:39:12,194 --> 00:39:15,765
And then that night, send
them a personalized follow

775
00:39:15,765 --> 00:39:18,075
up email saying something.

776
00:39:18,524 --> 00:39:19,694
Hey, Becca and Matt.

777
00:39:19,694 --> 00:39:21,194
So good to talk to you today.

778
00:39:21,194 --> 00:39:24,884
So excited about your
wedding at X, Y, Z next year.

779
00:39:25,035 --> 00:39:29,384
I think what you are planning with the
red and green color scheme is incredible.

780
00:39:29,384 --> 00:39:31,154
I would love to make your cake.

781
00:39:31,575 --> 00:39:33,045
Here's a link to my diary.

782
00:39:33,285 --> 00:39:37,335
Get in touch let's book a consultation
so we can get your date secured, ASAP.

783
00:39:37,880 --> 00:39:38,840
They are a hot lead.

784
00:39:38,840 --> 00:39:41,000
They need a personalized
follow up and that follow up

785
00:39:41,000 --> 00:39:43,250
needs to come that night ASAP.

786
00:39:43,430 --> 00:39:46,020
Don't leave it a few days or
you will lose the business.

787
00:39:47,295 --> 00:39:48,805
And then we've got those cold leads.

788
00:39:48,805 --> 00:39:51,375
These leads are gonna have
a more automated response.

789
00:39:51,645 --> 00:39:53,655
You're gonna add them to your email list.

790
00:39:53,835 --> 00:39:56,565
Maybe you're gonna tag them
or categorize them under show,

791
00:39:56,565 --> 00:39:57,855
email list, name of the show.

792
00:39:58,125 --> 00:40:01,455
And then you're going to have prepared
a series of follow up emails that

793
00:40:01,455 --> 00:40:03,525
you send out to them periodically.

794
00:40:03,735 --> 00:40:06,195
And then they're gonna end
up on your master email list

795
00:40:06,195 --> 00:40:07,365
hearing from you regularly.

796
00:40:07,545 --> 00:40:09,675
So when they've booked a
date, when they've got more

797
00:40:09,675 --> 00:40:11,115
information, when they want to go.

798
00:40:11,495 --> 00:40:14,035
They'll get back in touch with
you, and you're not spending loads

799
00:40:14,035 --> 00:40:17,404
of time on those cold leads until
they become a little bit hotter.

800
00:40:18,005 --> 00:40:21,335
Get them added to that list, send them
your preprepared follow up emails.

801
00:40:21,455 --> 00:40:24,964
Maybe once, instantly that they'll
get once the day after the show,

802
00:40:25,055 --> 00:40:28,565
once a few days later, and maybe
once a few days after that, encourage

803
00:40:28,565 --> 00:40:29,795
them to move to the next step.

804
00:40:29,915 --> 00:40:33,424
Book the call, that kind of thing, and
also encourage them to follow you on

805
00:40:33,424 --> 00:40:37,384
your social media both while you're
at the stand and on those emails as.

806
00:40:38,985 --> 00:40:42,765
If you follow this process,
you will see success.

807
00:40:43,035 --> 00:40:44,565
You will make bookings on the day.

808
00:40:44,565 --> 00:40:48,945
If you identify some super hot
leads, you will convert those initial

809
00:40:48,945 --> 00:40:51,435
inquiries of the hot leads to bookings.

810
00:40:51,585 --> 00:40:55,305
If you get in touch with them very quickly
and get that consultation booked in,

811
00:40:55,815 --> 00:40:59,655
and you will be surprised because some
of those cold leads will turn to hot,

812
00:40:59,655 --> 00:41:02,385
super hot and booked leads down the line.

813
00:41:02,445 --> 00:41:04,305
It's worth the time and the tracking.

814
00:41:06,069 --> 00:41:11,310
And remember as we start to conclude,
that is not a no until it's a.

815
00:41:12,270 --> 00:41:16,409
Just because someone doesn't book on the
day doesn't mean they won't just because

816
00:41:16,424 --> 00:41:20,250
someone doesn't book a consultation
24 hours after you've met them doesn't

817
00:41:20,250 --> 00:41:23,549
mean they won't just because someone
was a coldly doesn't mean they won't

818
00:41:23,555 --> 00:41:25,890
book once they're in your ecosystem.

819
00:41:25,890 --> 00:41:30,000
Once they're getting your emails,
keep that going until they say no

820
00:41:30,480 --> 00:41:33,750
a no is when they say I've already
booked another cake maker, but thank.

821
00:41:34,214 --> 00:41:35,384
Remove them from your list?

822
00:41:35,625 --> 00:41:39,165
A no is when they've already gone
through your process and they're

823
00:41:39,165 --> 00:41:42,734
not booked a no is when you realize
their wedding, date's been gone, make

824
00:41:42,740 --> 00:41:43,845
sure you've got their wedding date.

825
00:41:43,845 --> 00:41:47,145
So, you know, when that leads dead,
but it's not a no until it's a no.

826
00:41:47,444 --> 00:41:47,714
Okay.

827
00:41:47,714 --> 00:41:48,915
You're not bothering these people.

828
00:41:48,915 --> 00:41:53,325
You're just periodically following up
to remind them how great you are and why

829
00:41:53,325 --> 00:41:54,794
they want to book you for their wedding.

830
00:41:55,680 --> 00:41:59,010
I always remember someone said to
me, when I send emails, I worry

831
00:41:59,010 --> 00:42:00,780
about people not opening them.

832
00:42:01,140 --> 00:42:03,570
And I went to a training where
they said to us, it doesn't matter

833
00:42:03,570 --> 00:42:05,010
if people don't open your email.

834
00:42:05,385 --> 00:42:08,685
Because they still see your name and it
brings you for a moment to the top of

835
00:42:08,685 --> 00:42:11,115
their mind, even if they then hit delete.

836
00:42:11,535 --> 00:42:12,225
I love that.

837
00:42:12,225 --> 00:42:14,295
That's really freed me
up to send more emails.

838
00:42:16,095 --> 00:42:16,515
Okay.

839
00:42:16,605 --> 00:42:20,425
I wanna finish by telling you a story
because if they can do it, so can you.

840
00:42:21,030 --> 00:42:25,020
So about six months ago, I was talking
at the national wedding show in London.

841
00:42:25,320 --> 00:42:27,480
Um, and I met an amazing couple.

842
00:42:27,870 --> 00:42:32,070
I was talking on the stage and straight
after I got off the stage, the lady ran

843
00:42:32,070 --> 00:42:35,220
over to me and she was like, Becca, you
seem like, you know what you're doing?

844
00:42:35,340 --> 00:42:37,320
We've paid all this
money to be at this show.

845
00:42:37,620 --> 00:42:39,030
And we don't really know what we're doing.

846
00:42:39,180 --> 00:42:40,500
We're not seeing much success.

847
00:42:40,740 --> 00:42:42,240
No, one's stopping to talk to us.

848
00:42:42,779 --> 00:42:43,859
I don't what to do.

849
00:42:44,339 --> 00:42:47,279
So I said, give me five minutes
to sort myself out, get off the

850
00:42:47,279 --> 00:42:48,569
stage and I'll come and talk you.

851
00:42:49,080 --> 00:42:51,629
So I went over to their
stand and asked them, right.

852
00:42:51,634 --> 00:42:52,890
What's your show strategy?

853
00:42:53,430 --> 00:42:54,330
Uh, we don't have one.

854
00:42:54,720 --> 00:42:56,730
Are you getting people's email addresses?

855
00:42:57,029 --> 00:42:57,600
Uh, no.

856
00:42:57,600 --> 00:43:00,149
We're just giving them our business
cards and hoping their follow up.

857
00:43:00,540 --> 00:43:02,649
Have you got anything exciting
for them to do have you got an

858
00:43:02,669 --> 00:43:04,049
offer on, have you got anything?

859
00:43:04,350 --> 00:43:05,250
No, not really.

860
00:43:05,669 --> 00:43:09,029
Now in that moment, I thought, well,
you know, it's kind of too late for me

861
00:43:09,035 --> 00:43:11,910
to do a lot of the preparation stuff
for you, but there are things we can.

862
00:43:12,775 --> 00:43:13,555
I said some right.

863
00:43:13,585 --> 00:43:17,335
Let's change this immediately come up
with some kind of added value offer.

864
00:43:17,905 --> 00:43:20,635
If they give you their email
address, don't discount.

865
00:43:20,635 --> 00:43:21,325
Add something on.

866
00:43:22,315 --> 00:43:26,695
Secondly, get some pieces of paper
and start taking contact details.

867
00:43:26,695 --> 00:43:29,365
And when you come back to the show
tomorrow, make yourselves a booking

868
00:43:29,365 --> 00:43:33,025
form or an inquiry form, print it out
and make sure you've got it on the.

869
00:43:33,690 --> 00:43:36,840
Get people's details in order
for them to be eligible for that

870
00:43:36,870 --> 00:43:39,570
offer and follow up quickly.

871
00:43:39,870 --> 00:43:43,680
If you get their email details
today, tonight, email them all.

872
00:43:43,860 --> 00:43:47,370
If they're hot leads, send
them a personalized email and

873
00:43:47,370 --> 00:43:49,080
try and convert those leads.

874
00:43:49,290 --> 00:43:50,430
I was like, you can do it.

875
00:43:50,430 --> 00:43:53,910
It's not too late, but you've got to
take back control of your strategy.

876
00:43:54,120 --> 00:43:57,270
Start getting the email addresses,
start converting them into.

877
00:43:58,709 --> 00:44:02,910
Well, you can imagine my joy when the
next day or the next evening as I was

878
00:44:02,910 --> 00:44:06,029
already home from the show I'd finished
my speaking, I was home on my sofa.

879
00:44:06,419 --> 00:44:08,490
I received this message.

880
00:44:08,700 --> 00:44:11,399
Now it's a bit blurry because
I've screenshotted it directly

881
00:44:11,399 --> 00:44:13,709
from my phone from that couple.

882
00:44:14,100 --> 00:44:14,609
Hi Becca.

883
00:44:15,024 --> 00:44:15,745
On our way home.

884
00:44:15,745 --> 00:44:18,654
Now, I just wanted to say thank you
again for all your time and advice.

885
00:44:18,654 --> 00:44:20,545
Over the two days, it
was a three day show.

886
00:44:20,785 --> 00:44:23,694
So she's saying they're not counting day
one because they didn't do it properly.

887
00:44:24,234 --> 00:44:29,875
We've had 88 inquiries, emails
taken and 12 confirmed bookings.

888
00:44:30,415 --> 00:44:33,774
We emailed Saturdays people last
night in today's focus afternoon.

889
00:44:34,045 --> 00:44:37,875
As it got quiet, four bookings,
we took at the actual.

890
00:44:38,880 --> 00:44:39,930
So again, thank you.

891
00:44:39,930 --> 00:44:46,110
Going to sleep well tonight, 12 confirmed
bookings is over 12,000 pounds or $15,000

892
00:44:46,290 --> 00:44:50,400
worth of business from a stand that cost
them one and a half thousand pounds.

893
00:44:50,730 --> 00:44:53,100
I'm so thankful I met them
that day because if they'd had

894
00:44:53,100 --> 00:44:56,370
continued the show with their same
strategy, they would not have had.

895
00:44:56,440 --> 00:44:59,350
This same experience, but because
they changed what they were

896
00:44:59,350 --> 00:45:00,700
doing, they took back control.

897
00:45:00,700 --> 00:45:02,800
They asked for information,
they were friendly.

898
00:45:02,950 --> 00:45:05,680
They found an offer and
they followed up quickly.

899
00:45:06,010 --> 00:45:08,320
It led to a huge amount
of success for them.

900
00:45:08,440 --> 00:45:11,290
And I guarantee you, they will be
doing that show again next year

901
00:45:11,500 --> 00:45:13,450
because it made them so much money.

902
00:45:14,050 --> 00:45:19,060
So if they can do it with no knowledge,
no information and no preparation before

903
00:45:19,060 --> 00:45:21,070
the show, by implementing my strategies.

904
00:45:21,310 --> 00:45:23,770
So can you, and you've got
a whole lot more time to.

905
00:45:25,725 --> 00:45:28,365
It's been a pleasure talking
to you as part of this event.

906
00:45:28,605 --> 00:45:32,065
My name's Becca Pountney you can find
me on Instagram at Becca Pountney

907
00:45:32,085 --> 00:45:35,505
for more wedding, business tips and
advice, helping to you to grow your

908
00:45:35,505 --> 00:45:37,455
sales and develop your marketing.

909
00:45:37,635 --> 00:45:40,595
Reach out to me on an email,
Becca@beccapountney.com.

910
00:45:40,860 --> 00:45:44,700
Or listen to my podcast for more great
information and interviews from across

911
00:45:44,700 --> 00:45:48,900
the wedding industry, wedding pros who are
ready to grow in all your podcast players.

912
00:45:49,200 --> 00:45:52,020
I would love to work with you
further to develop these things.

913
00:45:52,020 --> 00:45:53,040
So reach out to me.

914
00:45:53,250 --> 00:45:55,680
I answer all my messages
on Instagram, myself.

915
00:45:55,860 --> 00:45:56,940
So drop me a message.

916
00:45:57,060 --> 00:45:59,910
Tell me what you learn from
today's session and how I

917
00:45:59,910 --> 00:46:01,410
can help you moving forward.

918
00:46:01,590 --> 00:46:05,220
And remember a simple, hello
could lead to a million things.

919
00:46:05,280 --> 00:46:06,240
So don't be shy.

920
00:46:06,480 --> 00:46:07,140
Thank you for your.

921
00:46:07,605 --> 00:46:10,995
And good luck implementing these
strategies at your next expo.

922
00:46:12,285 --> 00:46:15,134
I really hope you've enjoyed today's
episode something a little bit

923
00:46:15,134 --> 00:46:16,875
different with that presentation.

924
00:46:17,055 --> 00:46:20,925
Don't forget if you want even more help
with wedding expos and wedding fairs.

925
00:46:21,165 --> 00:46:24,855
Go to the show notes now, and
there's a link to my three part video

926
00:46:25,005 --> 00:46:28,965
series, all about how to sell more
wedding shows and it's totally free.

927
00:46:29,115 --> 00:46:30,585
So sign up and get that now.

928
00:46:30,735 --> 00:46:31,634
I'll see you next week.