photo courtesy of Joyce Photography
Even though they attract big crowds, wedding shows can be tricky places to connect with brides — precisely because of all those people. Some brides quickly get overwhelmed with handshakes, sales pitches and vendor cards.
That’s why Ryan and Rachel O’Neil of Twisted Willow Design in St. Louis recently tried a new approach. Instead of trying to book a consultation on the spot, they ask brides: “Can I check your date?
“Some brides are a little wary of giving out their contact information, generally, because they don’t want to get a bunch of emails,” Ryan explained, “but we tell them, ‘We’d like to give your date and venue to our office manager to check and see if it’s available on our calendar.’ Most of the time, they say yes.”
In fact, at the last wedding show the O’Neils attended, they collected 110 new contacts, thanks in large part to the friendly question. At previous shows, they went home with “far fewer” emails and phone numbers, Ryan said.
After the show, the couple started entering all that contact info into their database — even if the brides don’t choose the shop for the wedding, the O’Neils now have their info for future promotional efforts. The question works, Ryan speculates, because it’s polite and pressure-free.
“We’re not asking to schedule anything or to commit to anything,” he explained.
Last month, Ryan shared other wedding-related tips, including his thoughts on what most florists forget to do during a consultation, during a Society of American Florists webinar, “5 Steps to Profitable Weddings and Events.” Listen to that 30-minute session, which includes a question-answer period.
