Columnists

The Smart Lab: 6 Tips for Exhibiting at a Bridal Show

ColumnistsMar 07, 2023

The Smart Lab: 6 Tips for Exhibiting at a Bridal Show

From freebies to follow-up, Emmanuel Rehab shares a list of must-dos for any jeweler looking to connect with soon-to-wed couples.

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Bridal shows are a perfect opportunity for jewelers to grow their business. They give you the chance to connect with hundreds of brides-to-be as well as those thinking of getting married in the near future. 

Anyone who attends a bridal show is interested and open to hear from you. They’re actively seeking goods and services to complete their picture-perfect wedding. Everyone is a potential customer.

As a jeweler, this is the ideal time to showcase your wide selection of engagement rings, wedding bands, bridesmaid gifts, and wedding day jewelry. You can make their big day complete by bringing your best styles to the show.

This opportunity for connection, however, does not come without cost.

Bridal shows can be expensive as an exhibitor and not everyone has the resources to devote to it. If you do, you want to make sure you are maximizing your investment.

Here are 6 tips every bridal show exhibitor should know.

1. Start with your booth
Think of your booth as an extension of your store. For many brides, this will be their first interaction with you. How you present yourself and the experience your visitors have will determine if you’ll be on their list when it’s time to buy. 

Bring a wide selection of your engagement rings and wedding bands, enough to give the bride-to-be a sense of what your jewelry store has to offer. Although they may already be wearing their engagement ring, you have the chance to sell the couple wedding bands and wedding-day jewelry as well as bridesmaid gifts. 

Your booth should be a mini version of what your customers can expect when they visit your store.

2. Use social media
After you have the dates booked for the bridal show, you should start promoting the event on social media as soon as possible.

Start with teaser content and give your audience a glimpse of what they’ll see at the show. Post photos of past shows, if you have them, as well as what you’ll be bringing to this year’s show. The goal is to build demand and participation. 

Invite attendees to stop by your booth and take a selfie for their own social media pages. Instagram, Facebook, TikTok, and Pinterest are all prime marketing channels to build buzz for the show.

3. Bring freebies
Everyone loves getting something for free. 

Use promotional giveaways, such as winning an engagement ring or matching wedding bands, as these are a great incentive for people to visit your booth.  

Swag such as tote bags (to hold all the materials and goodies they get at the show), as well as water bottles, T-shirts, etc., are always welcome. Anything printed with your jewelry store’s name, telephone number and address can be given away.  

You want the bride and groom to remember you long after the bridal show is over.

 Related stories will be right here … 

4. Give special discounts
Use the exhibition as a way to track the effectiveness of your marketing. Give visitors to your booth a special offer or promo code to use when shopping on your website or at your jewelry store. 

Don’t share this code with anyone else; it is for the bridal show only. This gives you an easy way to quantify your efforts and see just how much business the exhibition brings you. 

Once you start tracking the numbers, you might be pleasantly surprised. It also will give you a solid foundation for future shows if you decide to return as an exhibitor the following year.

5. Collect everyone’s contact details
Every person who visits your booth is a potential customer. You should engage with anyone who approaches and be available to answer their questions. People won’t just give you their name and contact details unless there’s a certain amount of trust there. 

Within the first few minutes you’re together, you have to cultivate a relationship and build rapport. Give them just enough information to satisfy their questions but leave them wanting more. 

Remember, the goal may not necessarily be to push hard for a direct sale right then and there, but rather to build a loyal base of prospects that you can continue to market to year-round.

You can’t do this unless you get their contact details. Don’t be too aggressive and scare them off!

6. Always follow up with every lead
Every lead should be treated as gold. Bridal show leads are some of the most prized opportunities to make a sale and extremely effective. Nowhere else will you find this level of engagement with potential buyers who are receptive to your sales pitch and marketing messages.  

At every touchpoint with the prospect you want to emphasize what makes your jewelry store different from everyone else and why they should buy from you.  

Don’t let a good lead go to waste. Time is of the essence. Your bride-to-be has a lot on her mind and if she doesn’t hear back from you quickly, her attention will go elsewhere.  

Your leads should be followed up within a day or so of the event, a week at the latest. Anything past this point and you risk your leads going stale.  

Think about how much you spent to exhibit and attend the show, then divide that number by how many leads you got. That’s how much they’re worth. And it’s not cheap!

To conclude, bridal shows are not for everyone. If you’re a jeweler who’s small and doesn’t have the money or resources to invest in your business then don’t stretch yourself. Focus on attracting brides-to-be into your store.  

However, if you’re one of the few forward-thinking jewelers who is committed and wants to have direct contact with a large pool of buyers all at once, then a bridal show is a smart decision. 

Follow these six simple tips and you’ll make the most of your time as well as your investment.

The Latest

AuctionsMar 29, 2023
10.57-Carat Purplish Pink Diamond Expected to Sell for $35M+

Sotheby’s will auction the diamond, which it says is “arguably the most significant pink diamond to ever appear at auction,” in June.

MajorsMar 29, 2023
Blue Nile to Close Fulfillment Center, Lay Off Workers

The retailer, recently acquired by Signet Jewelers, will lay off 119 employees in July.

WatchesMar 29, 2023
See All the New Patek Philippe Watches for 2023

The Swiss watchmaker introduced 17 new models at Watches & Wonders Geneva.

Brought to you by
Full Disclosure at Your Fingertips

Distinguishing natural diamonds from laboratory-grown stones – now more available than ever – has been difficult for jewelers. Until now.

MajorsMar 29, 2023
Mark Henry Jewelry Offering Complimentary ‘Masterclass’ on Sales from Peter Smith

As part of the promotion, Smith will share his sales expertise during a 90-minute training session.

Weekly QuizMar 23, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
EditorsMar 28, 2023
I’m Enchanted With Parmigiani Fleurier’s Perfect Travel Watch

At Watches & Wonders, the Swiss brand unveiled a follow-up to last year’s Tonda PF GMT Rattrapante.

CollectionsMar 28, 2023
Helzberg’s New Lab-Grown Diamond Collection Earns SCS Certification

The “rêve” collection’s engagement rings and wedding bands are geared toward “sustainability minded customers.”

Brought to you by
Bringing Over 130 Years of Diamond Expertise to Modern Grading

De Beers Institute of Diamonds provides the very best in diamond verification, education and diamond services.

EditorsMar 28, 2023
This New Rolex Day-Date Tells Time … and Affirmations

A new word appears on the dial each day of the week.

IndependentsMar 28, 2023
D.C. Jeweler That Honored 50-Year-Old Gift Certificate Closes

Bensons Jewelers closed for good Feb. 24, impacted in part by the decline in foot traffic downtown since the onset of the pandemic.

MajorsMar 28, 2023
Swarovski Names New GM of North America

Kolja Kiofsky has been with the crystal and jewelry company since 2010.

AuctionsMar 27, 2023
Jewels to Shine in Upcoming ‘Golden Age’ of Hollywood Auction

The Kruse GWS Auctions sale will include the replica “Taj Mahal” necklace Elizabeth Taylor made with Avon as well as a costume piece Marilyn Monroe wore.

MajorsMar 27, 2023
Pandora Promotes GM to Chief of Retail Operations

Massimo Basei is moving up, while Chief Commercial Officer Martino Pessina is stepping down.

Events & AwardsMar 27, 2023
Registration Is Open for the HardRock Summit

AGTA GemFair and the Denver Gem & Mineral Show also will have a presence on the show floor.

AuctionsMar 24, 2023
Piece of the Week: The $5.8M Patek Philippe ‘Sky Moon Tourbillon’

Sold by Christie’s Hong Kong, this masterwork of complications now holds the record for most expensive watch ever auctioned online.

FinancialsMar 24, 2023
Movado Predicts Declining Sales Amid ‘Volatile’ Retail Environment

The watch company expects first-quarter sales to fall as much as 15 percent due to inflation and tough comps.

Lab-GrownMar 24, 2023
Lightbox Promotes General Manager to COO

Adam O’Grady, general manager of the Lightbox Lab, has taken on the new role and will report directly to Lightbox CEO Antoine Borde.

WatchesMar 23, 2023
Which Brands Do Watch Enthusiasts Love Most? Chrono24 Takes a Look

The watch marketplace gathered data from 1.3 million collectors, highlighting the most popular timepieces and exploring value appreciation.

SourcingMar 23, 2023
Burgundy Diamond Backing Out of Ellendale Mine Deal

Burgundy has opted not to exercise its option to buy the mining claims Gibb River Diamonds currently owns.

GradingMar 23, 2023
GCAL Introduces 8X Cut Grade for Proprietary Cuts

Patented and specialty cuts now can receive an 8X Proprietary Certificate, which can be customized to include a company’s brand and logo.

Events & AwardsMar 23, 2023
Diamonds Do Good Names 2023 Award Recipients

The organization said it will recognize those who exemplify the idea that doing good is good business.

CollectionsMar 22, 2023
Messika’s 2023 Campaign Pairs New Jewelry With Vintage Cars

Kendall Jenner once again is fronting the French brand’s campaign, joined by model and dancer Alton Mason.

Events & AwardsMar 22, 2023
Hari Krishna Exports Hosts Gala Amid UN Water Conference

The CEOs of Signet, Helzberg, and GIA spoke on a water conservation panel, and had lakes named in their companies’ honor.

Policies & IssuesMar 22, 2023
See Kwiat’s Bracelet for World Water Day

Sales of the sleek sterling silver and diamond design will go to nonprofit organization charity: water.

AuctionsMar 21, 2023
Marlene Dietrich’s Van Cleef & Arpels Bracelet Going Up for Auction

Expected to earn up to $4.5 million, the “Jarretière” bracelet is the star of Christie’s “The Magnificent Jewels of Anne Eisenhower” sale.

Events & AwardsMar 21, 2023
ASJRA’s May Conference Examines ‘Iconic’ Jewelry Companies

Jewelry historians, authors, and experts will explore the works of Tiffany & Co., Oscar Heyman, Verdura, and more.

IndependentsMar 21, 2023
Borsheims Executive Jennifer Johnson Retires

Johnson joined the retailer in 1987, establishing its first human resources department.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy