How to Convert Bridal Show Leads into Clients Using the Power of the Web
Posted by Simply Frank | Posted in Autoresponders, Conversion, Email Leads, Landing Pages, Marketing Workshop | Posted on 28-04-2009
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Wedding Vendors and Brides at a Bridal Show
I’ve attended several bridal shows here in Houston, and meeting the brides face to face is a great way to get good business from attending a bridal show. Usually you get to meet the bride face to face, discuss some of the elements of your services to them and you are either a good fit together or you don’t offer the right service for that particular bride. If it’s a great match, you have classified the bride and/or the bride has classified you as a potential wedding vendor for their wedding day.
Most of the time, meeting the bride in person is all you need to seal the deal, however, if they are currently interested in 2 or more wedding vendors, then they usually opt to go home and review their notes or the wedding vendors’ marketing material.
Guess what one place they are sure to go? Your website!
There are 8 ways to use the power of your website, to finish convincing your bride that they should chose your service over your competition.
Before I move on to listing these, please read the following warning!
WARNING!!
Although, you collected a whole lot of leads at the bridal show, there is one place of concern that you should be aware of and that is… Spamming the brides’ email addresses.
The spam laws are getting tougher and tougher, more online services are cracking down on email spam and more reports are being placed on illegal use of email.
According to the web site, SpamLaws.com, Spam is…
The term spam refers to submitting the same message to a large group of individuals in an effort to force the message onto people who would otherwise choose not to receive this message.
You may think that you are saving time by sending a mass email to these brides, and although you did get their email address in a valid manner, you may still get in trouble for sending them a mass email with your services and information if they report you.
So what are the 8 ways to (safely) convert your bridal show leads into clients using the power of your website?
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Include a Double Opt-in system to get their email addresses.
The first thing you should do is have a double opt-in system in place so that you can avoid the spam laws. By having a double opt in system in your site, you can guarantee yourself and the bride that they indeed were the ones that submitted their email address on your website. The way a double opt-in system works is like this. A bride visits your website and submits their information, now at this point, it could be anyone, not just her. The double opt-in system sends a confirmation email to the bride’s email address, and since only that bride has access to her email address, she can confirm that it was indeed her that wanted to join your email list. See more information about Double Opt-ins here. A good service to use is Awebber.com.
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Have a tactically designed, series of emails for your brides.
This one require brain power and planning and is a combination of marketing and sales techniques. You’ve already met the bride, you already know they stopped by your booth and are somewhat interested, by this point, you already have her committed to joining your list (Step 1), so use those facts to your advantage. This series of emails should be automated and I would recommend a minimum of 3 and a maximum of 10. The sole purpose of these emails are to compel your bride to make an effort to make an appointment with you or to get them to call you. For example, Email 1 may be a thank you for joining your list and a remainder of what website they signed up from. Email 2 may be a remainder that you met at a recent bridal show and that you want to thank them for stopping by but by this point you want to compel them to reply to your email so that you can engage them in an email conversation. Email 3 may be a remainder that there is a limited amount of time for them to use the ‘discount’ or asking for the best time to call them. Most importantly you want to compel your email user to act or to get into your office. Again, a great tool to use to set up these emails on autopilot is Awebber.com.
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Set up a Web Page dedicated to that bridal show and place it on your fliers.
The previous 2 steps work best if you take the time to complete this one. What you want to do here is set up a completely hidden page that the only way they can access it is if they have one of your fliers or literature that you passed out during the bridal show that you attended. For example, in January of 2008, the last time I attended the bridal extravaganza, I tried this out and set up a page at http://www.fhpentertainment.com/be-offer. I put that in all my post cards that I passed out and I was able to track exactly how many brides came to my website from the Bridal Extravaganza Show. In order to get them to join my list, I held a raffle and offered some really good incentives for them to join. This worked like a charm. Exactly 107 Bridal Extravaganza Brides Visited that website. And to this day there are people that for some reason or another land on that website. It is not indexed by the search engines, it is not linked to by anyone or anything else, in fact this is only the first time I make this information public.
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Have a Discount Coupon.
Brides are looking to save money, whether giving coupons are for you or not, this is a great ides to have a coupon that they can print out and take to you. Again, the purpose of these ideas are to get brides to visit you or to call you to make an appointment to visit you. This may work with any or all of the ideas mentioned before.
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Have a contact form on your page.
If you use Awebber.com, the generation of a contact for can be made easily for you. But you don’t have to use Awebber.com, you could simply have your programmer create one for you, however, I find it extremely difficult to keep up with all the different inquiries that may come from your page if you don’t use a service like Awebber.com to manage your list. Not to mention that you can have it to where once they enter their information into your contact form, and they confirm their email address, your tactfully designed series of emails will automatically start for you. It’s all automated.
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Give them something of value for their information.
The great internet marketers always say; “Give your best stuff for free.” Well, you can’t give your information for free, but you can give SOME of the knowledge that will help them for free. Create a Free report and publicize it. On your report you want to include information that may aid the bride in planning her wedding. You may not realize it now, but giving away free information is a great way to establish your self as a leader in your field. I believe the biggest success of my website is that my blog is so focused on giving away great, and sometimes not so great, information to my brides. This starts to instill a sense of trust, a sense of understanding, and a sense of compassion for me as a human being. Besides isn’t one of the most popular laws of humanity is to give?
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Have a tactfully designed Sales letter (sales copy) in place.
This is very important. If your material on your web page or website does not do a good enough job to compel the user to take action, you will lose out on a once in a lifetime opportunity to convert a bride to a client. Now sometimes the brides does plan to use your service regardless of what your sales copy is on your page, but most of the time, if you put a lot of effort into creating great sales copy, you will get the brides that were somewhat leaning towards your competition. Writing great sales copy is not easy, it requires effort. If you were going to do 1 out theses 8 steps, this is the one that I would concentrate most of my efforts on. Writing great sales copy on a page requires you to 1. gain the trust of your bride, 2. tell her how you are going to fix her problems, and 3. establish yourself as the best person that can fix her problems. Now this is hard because you don’t have any contact with the bride during the sales process, you leave it up to your carefully designed sales letter to do all the talking for you. And remember, the bride is probably not coming back if you don’t do a good job of addressing how you will be fixing her problems.
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Add Media to your Pages.
Media is relatively new, there are very few to no wedding vendors using media. This is a great thing because there is no established model for ’selling’ your services by the use of video or audio on your website. Also, audio or video is actually easier to do, since you can most of the time just talk about what you want to talk about, where as in writing you have to make sure your spelling is correct, your punctuations is correct and that your grammar is correct. Not to mention that it takes longer to write as opposed to talking about it. Again, your audio has to serve a specific purpose, and that is to inform the bride of your services, thank them for visiting your page after they visited your booth at the bridal show, etc…
These are 8 great ides you can use/combine to make sure that a large part of the brides you meet at a bridal show make their way into your booking calendar.
You don’t have to use all 8 and you can actually combine a few ides with other to get the best use of these ideas. And like I mentioned before, if you decide to just use one idea out of all these, make sure you select idea #7 and put a lot of time, effort, and money into it as it is probably the single best idea that you can use. Make the front page of your website your sales letter and you will see how much power well written sales copy can convert your visitors into customers.
Happy Bloggin
|o| Simply Frank |o|
This is a super site, my aunt and I are milliners, mainly for weddings, in our spare time and the business could do with a boost to be honest.
Though you are a bridal vendor, your tips work for all kinds of business on the web. Your suggestions in ‘Have a tactfully designed Sales letter (sales copy) in place’ give me some new dimension in my thinking and I’m very grateful to you for this. If you create inline unordered list of those tips in those paragraph that would be more readable for us.
this info is kinda basic. this really is a superb article for newbies but i feel most persons know these things by now
Thanks for your insight…. wonderful read….
Wondering, Nice business
Throughout the awesome pattern of things you’ll get a B+ with regard to effort and hard work. Where you lost us was in the details. As people say, details make or break the argument.. And that couldn’t be more correct here. Having said that, let me tell you exactly what did do the job. Your authoring can be rather engaging which is possibly the reason why I am making an effort in order to opine. I do not really make it a regular habit of doing that. Next, whilst I can notice a leaps in reasoning you come up with, I am not certain of how you seem to connect the details which inturn help to make the final result. For now I shall subscribe to your position but trust in the future you connect your facts better.
Great blog for basics of Bridal shows!
I have a suggestion. Look for CRM softwares (customer realationship management) from the internet. It would help your business and manage your clients. Try to look in my site kingsoftwares.tk, and search for CRM. CRM also help you analyze what you should do to easily convert your leads to clients.
I have a question regarding mail list from vendors who attend bridal show. At everyshow brides are asked to give certain info including thier email. that list is then given to all vendors that attend the show. Is this considered spam since the bride did not give the email to each vendor individually? thanks in advanve.
thank you admin..
i’m interested to participate
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