Bridal Trade Shows

Bridal trade shows or Bridal Faires are excellent opportunities for butterfly 
farmers to showcase their butterflies and get the word out about their business. 
The majority of shows take place in the spring, so now is a great time to be 
gathering information on upcoming shows in your area and getting your materials 
prepared. At a bridal trade show, vendors of products and services related to the 
wedding industry purchase booth space from a sponsor in which to promote their 
items.  Participants may include formal wear shops, florists, caterers, bakers, 
photographers, entertainers, interior/exterior designers, wedding coordinators, 
limo companies, hair dressers, make-up and nail specialists, marriage certificate 
and invitation suppliers, and many others I can't even imagine. Shows are good 
opportunities to meet and network with other wedding professionals. This article 
will provide basic information on finding a show, the cost of participating and 
ideas on cutting those costs, attracting people to your booth, and using the show 
to generate a mailing list.  

Shopping malls or upscale hotels often sponsor bridal shows, which last from 
one day to one week depending on the venue. Contact your local shopping 
malls, hotels, Chamber of Commerce or professional wedding coordinators to 
find out when and where shows will be happening in your area. 

Prices for booths vary depending on the length of the show and the location of 
the booth. At the Maui Bridal Faire booths range in price from $50 to $350 for the 
one-day event. Sponsors are always on the lookout for unique presentations that 
will draw people to the event.  A butterfly release is valuable because it is 
definitely a "draw." To cut costs, try to negotiate a butterfly release at the show in 
exchange for booth space. Be sure to take into account the cost of the release 
compared to the cost of booth space. If you will have to order livestock for the 
release it may be more cost effective just to pay for the booth space. Either way, 
be sure to have at least a few butterflies on hand for a live display. Another way 
to cut costs is to share a booth if the sponsor permits it. Last year I paid for a 
booth, but shared it with a photographer. In exchange, she provided me with 
some professional photography services for my display.

One of the best ways to attract people to your booth is to have a live display. I 
use a hanging aviary with two dozen butterflies inside. Be prepared, children are 
fascinated by the display and often try to touch or grab the butterflies. For this 
reason, consider carefully how you will childproof your display. Your booth should 
also feature colorful photographs in standing display frames, samples of your 
release envelopes and boxes, brochures or other handouts and, of course, plenty 
of business cards! 

Do you want to generate a mailing list for direct mail advertising? If your local 
ordinances permit it, consider having a drawing for a "free butterfly release."  
Entrants fill out an entry blank that includes their name, address, phone number, 
wedding date, time and place, projected number of guests and the name of their 
wedding coordinator. Before long, you will have an excellent mailing list. The 
downside of a drawing is that you will spend time and resources on people who 
are not genuinely interested in purchasing butterflies. By picking up brochures 
and business cards and asking you questions they may prevent you from 
effectively serving genuinely interested potential clients. How can you tell who is 
who? You can't. Therefore, you must weigh the benefit of a mailing list against 
the cost of the handouts, your time, and the "free release." Most likely, I will not 
do drawings in the future simply because the majority of my clients are 
professional coordinators who keep me very busy. I haven't needed to use direct 
mailing to advertise, so a mailing list has no value to me. If you choose to have a 
drawing, print up extra handouts and do try to have a few extra knowledgeable 
people around to help you answer questions. 

Other helpful tips:
1)	Have at least one person to help since you will need to take meal and 
bathroom breaks. 
2)	Dress nicely and/or professionally. Formal wear booths are all over the place 
at bridal shows, not to mention the live models in the fashion show. You will 
look positively shabby if you wear casual clothes. (Maybe I don't need to 
address this to you Mainlanders, but I have seen vendors in tank tops and 
flip-flops here on Maui! Just say "NO!" to casual attire.)
3)	Don't make the mistake of sitting in your booth eating or smoking. These 
activities make you unapproachable to potential clients. Besides, it just looks 
tacky.
4)	Stand rather than sit whenever possible.
5)	Greet each person to visit your booth with a smile.
6)	Make eye contact when talking to a potential client and give them your full 
attention.
7)	Spend some time "schmoozing" with the other vendors. Visit their booths, say 
something genuinely complimentary about their product or service, introduce 
yourself and hand out those business cards!
8)	Take note of things you find attractive at other booths and try to incorporate 
them into your presentation next time.
9)	Don't expect to make any sales at the show. Just concentrate on getting the 
word out. The calls will come!

Like so many things in this business, bridal trade shows are fun, exhausting and 
ultimately rewarding. Good luck and happy hunting!

Aloha,
Julie Wood
Merry Monarch Butterfly Ranch