For some new planners, working a booth at a bridal show can seem like hitting the jackpot.  Imagine...all those brides in one place!  The excitement is contagious as you meet and greet all the vendors you will someday work with; looking at all the prettiness and the FOOD?  Delish!

  

I worked my first bridal show a year after I started my business.  It was so much fun decorating the booth and meeting all the vendors I might one day work with.  The advice they gave me was both helpful and little scary.  I learned that the only way to make the show successful, was what I did AFTER the show was over. 

  

What?  You mean I wasn't going to book weddings right then and there at the show?  Clueless, I greeted each bride, collected their information and kept smiling.  I really had no clue...no idea what to do with all the names, phone numbers and email addresses I collected.  Honestly?  Before that day, I didn't think about what I would do with all of them.  I thought that with my winning personality and a booth that was spectacular, I'd book brides on the spot!

  

I learned quickly that I had much more work to do.

  

A photographer friend from the area shared their followup plan with me.  I changed it to fit my audience and I also partnered with the photographer on a few of the steps.  Basically, it's a ten week email/snail mail campaign that keeps in touch with the bride while giving them value...stuff they can use.  Nothing over the top...just some tips and incentives to get them interested in you.   Back to basics, I say! 
 
So here's the plan:

 

Week one:
Send an email introducing your “Blog” and urging them to sign up for the RSS feed so they don’t miss a post.   Ask for feedback on the content.
 
Week two:
Send an email linked to “[Strategic Alliance Partner – Photographer]” saying, “Click here to discover a fantastic photographer for your wedding”.   Add two or three of the photographer’s photos for visual effect.

  

Week three:
Write a short handwritten note on a cute postcard

  

Dear  __________,

Thank you for taking time to attend the recent bridal show.

  

Just wanted to write a short note to tell you...[Short planning tip or upcoming event information, ie. trunk shows, open houses, etc.]

  

I hope this info is helpful.  To learn more or if you have questions,  please call me to schedule a get acquainted session.  We can do it by phone or in-person…whatever ifollow upt for you!

  

Best regards,

Your signature
Your title
Your phone number

Week four:
Send an email providing another FREE tip on stress free wedding planning.  

  

Week five:
Send an email describing the benefits of hiring “[Strategic Alliance Partner – Photographer]” and let prospects know we have worked with/or highly recommend “[Strategic Alliance Partner – Photographer]”.  Mention that this service/company will offer a ___% discount if they book their services and a ____% if they book both our services.  

  

Week six:
Mail a coupon for a FREE “[Value Added Extra]” with any Partial or Full Service package. Add expiration date of 2 weeks.  Include picture of the “[Value Added Extra]” if tangible.

  

Week seven:
Send a “Reasons to hire a wedding planner” email. 

  

Week eight:
Send a coupon for “10 free photo postcards per purchase of 100 postcards [Or some other promo]” from “[Strategic Alliance Partner – Photographer]”.  Add expiration date. 

  

Week nine:
Send another postcard with a planning tip or send a flyer describing a DIY project the bride can try.  (I sent a seating chart project that was a BIG hit!)

  

Week ten:
Email an offer for an additional FREE wedding planning service with purchase of a package by two weeks from the arrival of the card. Include an expiration date.  Give examples of the add-on services to choose from and the cost of each.

Some would say that this is overkill.  It worked GREAT!  We booked three weddings from that show.  Not a huge success but we learned a lot.  Relationships work...and consistent and constant exposure is a rule.  It helped to get the company name out there and helped us develop confidence around speaking with brides about our services. 

 

Try it and let me know how it goes, ok?
 
If you need more in depth information on how to manage this plan, or any other marketing, management or mindset strategies for starting your planning company, maybe I can help.  The Before the Bride system may be the answer for you.  I now offer these private consulting services to help you get set up so that you're ready when that first bride calls. Let's talk for 15 minutes and figure out together where the gaps are in your business. 
 
Visit the Services page at AspiretoPlan.com for options on how to setup your session today!  While you're there, get my f'ree report, "Seven Critical Mistakes Aspiring Planners Make BEFORE They Book Their First Bride".  You DO want to be ready BEFORE that first bride calls, don't you?

Want to use this article on your website or your own newsletter? No problem! But here's what you MUST include:

  

Wendy Robinson, the Aspire to Plan Business Planning Consultant, is founder of the Aspire to Plan blog and Before the Bride Consulting Program, a 10 step program developed to help wedding planners start their businesses the right way...to become business owners and not just hobbyists.  To receive her weekly business building articles on developing a successful wedding planning business, visit www.AspiretoPlan.com and sign up for her newsletter.