I have been working on an integrated marketing strategy for wedding fairs to ensure you maximise the number of brides which you convert to leads at every fair.
1. Create a specific offer for the fair - something which is sure to generate interest and trigger curiosity. An ideal offer is to give something free which has low value to you, but high value - or perceived high value - or desirability to the customer. I would recommend staying away from discounts as it can create the wrong perception of your product or service and make sure it is a genuine offer rather than a gimmick.
2. Create a landing page on your website not reachable in any other way - for example www.yourdomain.co.uk/weddingfair - and then add the details of your special offer along with a qualification form which potential customers must complete with their contact details to qualify for the fair offer and be sure to put an expiry date on it. If you don't know how to do this yourself, the process can be carried out at fairly low cost by most web designers - including us.
3. Produce specific flyers for the fair to give out and include in giveaway bags at the fair, directing people to the page on your website. Again you can have low cost flyers produced relatively cheaply if you shop around a bit, as an Evolution Programme subscriber you can take advantage of our customer discount programme for these - just give us a call.
4. Track the visits to your web page using your Google analytics (this is free tracking software, if you haven't got it already then get it NOW) to measure the success of the offer and try slightly different ones at other fairs.
This strategy will maximise the number of brides that attend the fair into live leads in the following way:
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you won't get to speak to every bride at the fair
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an offer flyer in the giveaway bag will make you stand out from the competition
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the intrigue of a special offer will prompt the bride to visit your web site
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the fact that the offer will expire will ensure they enter their details to qualify
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once they have entered their details, they become a live lead for you
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you can follow the offer up afterwards with a mailshot increasing the conversion rate even further.
While this may seem extremely advanced and complicated, it is the first step to integrating your marketing with the internet which, in the next few years is going to be essential.
Once you take an initial step of this type you will find that you start thinking about how an online marketing plan can be used further and will see how that it increases your incoming enquiries substantially!!!
If you haven't got the time or knowledge to prepare a strategy like this, we can help! We offer a cost effective package which handles all the production for you - all you need to do is make sure the flyers are given out!! Click here for more details. | 
