To maximize the ROI from Bridal Fairs and Wedding Shows, requires diligent and persistent follow-up—but, you don’t want to be a PITA either. In the past, the standard way to try to make it to second base with a bride-to-be was to Email a link to a Website (or snail mail an information packet) with the hope that the prospect would appreciate this additional information. This also provided a reason for the DJ to make the first follow-up phone call in hopes of closing the sale. If the follow-up call ended up going to Voice Mail (and the bride was truly interested), she would call back.
Unfortunately, Email and Voice Mail have both become so abused by spammers and telemarketers that they are no longer reliable tools for following-up. This audio clip from NPR’s “All Things Considered” discusses just why Millennials hate voice mail (read the full article), and they aren’t alone. No one has time anymore to be bothered by electronic intrusions from sales people. If someone calls me and they are not in my contacts, I don’t answer, and I may not ever get around to listening to the VM if one is left. I don’t have time to listen to VMs from people I don’t know and I know that I’m not alone.
Converting Your Brides
Obviously, bridal show success is all about conversion, but if you can’t connect after the event, then how can you turn those leads into sales?
If you are not yet doing so, start using all the tools at your disposal to reach your prospects.
1. Name & Address—After the show (on the way home from the event), snail mail a postcard with a QR code and URL to your Website, include all your social media contact points: Facebook page, LinkedIn account, Skype and any other communication tool you use, and encourage the prospect to friend, fan and follow you.
2. Phone—Even though Voice Mail is becoming less effective everyday, it can’t hurt to leave a message the day after an event reminding your prospects who you are, how much you enjoyed speaking with them, and encouraging them to keep you in their loop.
In a featured post at ProMobileDJ.com, Alan Dodson (The Wedding Wizard) states, “My favorite form of communication with prospective brides is a phone call or text. However when you call a prospect, most of the time, nobody answers. In fact, 70-80% of all follow up calls hit the wall that’s known as voicemail. With sales calls, this can be a serious barrier that sales professionals have to work hard to get around to speak directly to your prospect and establish a dialog.” Read Alan’s Tips On Leaving A voice mail message.
3. Text—The real reason you want their phone number is so you can text them. Keep all your messages extremely short. It’s far better to send three short messages over the next week, then one long one the day after the event. The first should be just “Thanks for stopping by our booth, please follow us on facebook (or Instagram or twitter) @____ and check out our Website @___”
4. Social Media—Once you have your prospects in your social media loop (Google +, Twitter, LinkedIn, skype, etc.) you have what you need to continue the closing process on their playing field. Most Mobile Entertainers have Facebook pages and many are quite exceptional, but their sales value is lost if they are not being viewed by potential clients.
5. Website—While your Websites provides a great way for you to make information available to a global audience, your website’s selling power is greatly diminished if:
1) It’s not responsive. If your site doesn’t resize for mobile devices, don’t expect any increase in traffic.
2) It doesn’t offer anything of value. The Internet is all about content and good content is more than information about you and your services. Make your site a place where brides can find links, tips and information that will help them in planning their event, and then tie your sales message into the content. As always a picture or video is worth a thousand words, but only if it is of the highest professional quality. We live in the age of High Def, anything less just won’t cut it.