Wedding University - Andy Ebon, The Wedding Marketing Authority, comes to Richmond, Washington and Baltimore

Tuesday, November 16 in Richmond: Details at http://richmondbridalshowcase.eventbrite.com

Wednesday, November 17 in Washington: Details at http://washingtonbridalshowcase.eventbrite.com

Thursday, November 18 in Baltimore: Details at http://baltimorebridalshow.eventbrite.com

If you want BRIDES to invest in you, shouldn't YOU invest in you?

Would you like 2011 to be your most successful year ever? Make plans to attend this informative seminar, and you'll be taking the first step toward making this goal a reality.

Wedding University will be tackling all of your hard hitting questions and more, including: What makes selling to a bride different than selling to anyone else? What are the most cost-effective ways to reach her? How can you make the most of every advertising dollar?

Attend this fast-paced, intensive seminar and you will unlock the secrets of selling to the lucrative wedding market. Fresh from the Wedding MBA Convention in Las Vegas, marketing experts Andy Ebon and Marc McIntosh will share their knowledge and help you dramatically improve your marketing to brides.

Your Speakers:

Andy Ebon, The Wedding Marketing Authority, spent more than 25 years as a vendor in the wedding industry. Building on that experience, Andy is now a public speaker, writer and marketing consultant focused on the wedding industry.

Andy has presented at local, regional, and national conferences, including NACE (National Association of Catering Executives), ISES (International Special Event Society), The Special Event Show, Wedding MBA and more. Andy publishes TheWeddingMarketingBlog.com, one of the most respected industry blogs, and has contributed chapters to The Power of the Platform series, including "Blogging Your Way to Success" and "Building a Focused Social Media Strategy." He is a monthly columnist for WedLock Magazine, the wedding marketing journal.

Marc McIntosh has spent his entire career in the wedding industry, first as a wedding vendor and for the past 17 years a producer of bridal shows. His company, Showcase Events, produces the highly successful Washington Bridal Showcase as well as shows in Richmond, Baltimore and Houston.

Marc has shared his practical advice with thousands of wedding professionals throughout the U.S. and Canada. Most recently, he spoke to a capacity crowd at Wedding MBA in Las Vegas. He has also served as a keynote speaker for NACE, the Association of Wedding Professionals, the American DJ Association, and the Association of Bridal Consultants.

The Details:

The Showcase Events is presenting this seminar at a nominal charge as a service to the local wedding community. Admission to our networking luncheon is included in the price of the ticket. Bring plenty of business cards as this will also be a great opportunity to network with other wedding professionals. Space is limited, so reserve your seat today. Your investment is ONLY $49 if you register by November 9; after that it increases to $69.

Schedule of Events:

8:30am Registration and networking

9:00am Morning Sessions

Improving Your Website Usability: When selling to today's bride, your website is the centerpiece of your marketing efforts. Virtually every prospective customer, even those who were referred to you, will visit your website before contacting you. In this session, we will analyze a variety of websites, including some from right here in the local area. You will discover how to improve your website to make it a more effective sales tool.

Print Advertising That Drives Leads and Sales: Print advertising, whether a magazine ad, a brochure or a bridal show handout, is a key element to increasing your sales. Learn how to make your ad dollars work harder by enhancing headlines, graphics and content.

12:00pm Networking Luncheon (provided)

1:00pm Afternoon Sessions

The Myths of Selling to Brides: How do you cut through the clutter to find out what really matters to the bride? In this presentation you will discover what works and what doesn't when selling to her. Find how to better target the bride and maximize the effectiveness of your advertising dollars. What you thought was working might just be missing the mark and costing you business.

The 10 Steps to Bridal Show Success: Arranging face-to-face contact with potential customers has become increasingly difficult, making participation in bridal shows even more important than ever. We'll show you dozens of innovative, cost-effective ways to maximize your results from bridal shows, including a step-by-step plan for designing your booth, motivating your staff and converting the leads you generate at the show into sales.

Social Media Strategy for the Wedding Professional: Just "having a blog" or "being on Facebook" is not enough. This session will demonstrate how different social media tools, including Facebook, Twitter and YouTube, interact and support each other, helping you to crystalize an effective Social Media Strategy. You'll discover numerous ways take your social media presence to the next level.

4:30pm Seminar Concludes

Have questions or want more information?

Call us at (703) 425-1127 or email to info@BridalShowcase.com.

Tuesday, November 16 in Richmond: Details at http://richmondbridalshowcase.eventbrite.com

Wednesday, November 17 in Washington: Details at http://washingtonbridalshowcase.eventbrite.com

Thursday, November 18 in Baltimore. Details at http://baltimorebridalshow.eventbrite.com

As I suspected ...

Remember my earlier post about the "big" Boston bridal show scam? Supposedly, hundreds of exhibitors had registered and thousands of tickets had been sold before the producer disappeared with the money. I disputed these numbers based on my experience with shows. According to an article in the Boston Herald, an arrest has been made in the case. The producer sold 57 exhibitors into the show but only sold a few tickets. I thought that the numbers thrown about by the prosecutors sounded suspect, and that has proven to be the case.

Just Announced - Spring Seminar Schedule

You’re invited to a FREE seminar sponsored by Showcase Productions. Reserve your seat now!

Bridal Marketing Boot Camp

Houston, Texas - June 2 and 3, 2010

Alexandria, Virginia - June 15, 2010

Beltsville, Maryland - June 16, 2010

Do you sell to brides?

Would you like to sell to more of them?

Are you sure you are getting the most out of the money you spend on advertising?

How can you increase your sales (and your profit margins) in these tough economic times?


Our Bridal Marketing Boot Camp is coming to Houston on June 2 and 3, Alexandria on June 15, and Beltsville on June 16. Invest just two hours of your time (but none of your money, because it’s free) and we will show you how to dramatically increase your wedding business ... even in this uncertain economic environment.

At this seminar, you will discover why selling to the bride is different than selling to anyone else. Learn cost-effective ways of reaching the bride and turning her into a valuable customer. We guarantee that you will walk away with dozens of innovative ideas and strategies that you can put to use immediately. These are fresh ideas ... not the tired ones used by your competition!

• Where are the most effective places to advertise? This list is different than it was even a year ago.
• What are the seven myths of selling to brides, and how do they impact your marketing?
• Why are brides ignoring the traditional wedding planning timelines? What does this mean to you?
• How should I integrate Facebook, Twitter and You Tube into my marketing program?

Plus, you will learn why bridal shows should be a part of your marketing program. Find out how shows work, why they work and how to make them work for you. Learn the 10 steps that will ensure show success and the 10 things that you must avoid at all costs. Discover how to make your booth do the selling for you, and how to maximize your results both during and after the show.

If you are serious about selling to brides, this will be two hours well spent. Admission is free and there is no obligation. These will be our only seminars of the year and space is limited. Reserve your seat today!

Houston Sessions:

Wednesday Evening, June 2 or

Thursday Morning, June 3

Ashford Oaks

2022 Wilcrest Dr

Houston, Texas

June 2: Doors open 5:30pm, Seminar 6pm-8pm

June 3: Doors open 8:30am, Seminar 9am-11am

Northern Virginia Session

Tuesday, June 15

Hilton Alexandria Mark Center

Alexandria, Virginia
Doors open 8:30am, Seminar 9am-11am

Maryland/Washington Session:

Wednesday, June 16

Sheraton Washington North

Beltsville, Maryland

Doors open 8:30am, Seminar 9am-11am

RSVP Now ...

Space is limited and advance reservations are requested. To reserve your seat, please email to marc@bridalshowcase.com with your company name, the date you will attend and the names of the attendees. Limit of two attendees per company, please!

Bridal Show Scam in Boston

Anyone remotely associated with the wedding industry has no doubt heard about the Boston Bridal Show Scam. This story was picked up by media literally all over the world. I guess that wedding-related bad news makes for a good story. Bridal shows come and go all the time, and many new shows are announced that never happen. Most aren't scams, just business failures. The Boston show was probably a scam from the beginning, since the promoters never even booked a date at the convention center, but I think that the media has blown this way out of proportion. Here's my take:

The situation in Boston is truly unfortunate, and I feel sorry for the brides and vendors who were taken in by this scam. That said, I think that the numbers thrown about by the media are grossly inflated. Through my years of experience in producing shows, I know that only 20 to 40 percent of attendees purchase their tickets in advance, and more than half of those sales come the week of the show, and the majority of those two days prior. Applying these percentages to this situation, if they had sold 6000 tickets a week out, their total attendance would have ended up as as high as 25,000. There are only a few bridal shows in the entire country that get even 5000 attendees (remember, we're targeting only the one percent of the population that is planning a wedding), and these are long-established shows with lots of television, radio and print advertising. I highly doubt that a new show that was promoted only online would have had anything close to these attendance numbers. Likewise, wedding vendors tend to have a healthy degree of skepticism, and even in shows where we have a 15 year track record, there are very few who would pay by phone or Paypal without some sort of documentation. When the smoke clears, I believe that you will find that, at best, they sold a couple hundred tickets and a couple dozen booths. Still unfortunate, but not nearly as bad as the press has described.

I Love This Article!

Once in a while I come across a really great article, and I'd like to share this one with you. The author is Meghan Baillargeon, owner of OFC Consulting, a company that helps wedding businesses become better marketers. Click here to read a guide to exhibiting at bridal shows written by someone who does NOT produce them.

An Innovative Exhibitor Promotion

I am always captivated by exhibitors who come up with something innovative for generating interest at their booth. At our recent show at the Dulles Expo Center, The Knot photographed brides holding up large testimonial signs. Check out the slide show by clicking here.

Our 2009 Television Commercial

This is actually one of a few versions we are running. Some shorter, some longer, all designed to maximize frequency and exposure for the show.

Check out the end of this commercial

One of the many ways we are promoting our shows is with tags on commercials for "Who's Wedding Is It Anyway". Check it out!

Washington Bridal Showcase kicks off this weekend!

The Washington Bridal Showcase fall season starts this Sunday at the Dulles Expo Center in Chantilly. With 250 exhibitors, this is the largest show in the region. After that, our show moves to Martin's Crosswinds in Greenbelt on September 20 and to the Bethesda Marriott on Pooks Hill Road on October 4. Exhibit space is still available in all of these shows.

Houston Wedding Showcase a HUGE success!

The Houston Wedding Showcase on August 29th was a HUGE success. With a 25% increase in exhibit sales which gave us a substantial promotion budget. Our attendance was more than 3000 and we had nearly 1300 registered brides. This attendance was actually larger than our FEBRUARY show ... a feat that doesn't happen often in the bridal show business. Thanks to all of our exhibitors and attendees who made the show a success. Our next Houston show is February 27th at the George R. Brown Convention Center.

Houston Wedding Showcase - Surprise Visitor

Looks like EVERYONE attended the Houston Wedding Showcase. Check out the name on the coupon that was redeemed at the door. If you're from Houston, you'll recognize it. Coincidence?

Wedding Giveaway in Houston a HUGE Success!

We just wrapped a wedding giveaway associated with our Houston show. We have a $20,000 wedding to the most-deserving couple, based on an essay. This contest generated lots of publicity for the show and for the participating companies who provided the wedding. Click here to read the winning entry.

A big "Thank You" goes out to all of the companies who provided their products and services for this giveaway! We have a similar promotion launching in a few days in Washington, in conjunction with WJLA-TV 7 and NewsChannel 8.

Here Comes the Fall Show Season!

Our fall bridal show season is just around the corner.  We begin with our show in Richmond on August 9, then our Baltimore show takes place on August 16.  From there, we move on to Houston on August 29.  After that, our Washington area shows take place on September 13 at the Dulles Expo Center, September 20th at Martin's Crosswinds and October 4 at the Bethesda Marriott.

Exhibit space is still available in all of these shows.  Our shows provide a cost-effective and time-efficient way to introduce your business with hundreds of brides.  If you would like more information about exhibitor opportunities, call me at (703) 425-1127, visit our website or simply click here.

Which side are you on?

While everyone knows that most consumers are watching their dollars these days, brides are still spending on weddings.  As a bridal show producer, my primary job is to help to make that connection between the bride who is looking to spend and the business who is looking to sell.

I have always found it interesting when bridal show producers do television, radio or newspaper interviews where they actually tell brides not to spend with the businesses who make their bridal shows possible, or tell them how to cut corners by eliminating the products or services provided by their clients.  Click here for an example.

I do lots of media interviews, but you will never hear me tell brides not to spend on their wedding.  The words "don't use the caterer, get Happy Meals for the kids instead" will never be part of my vocabulary. There are many places where the budget bride can learn how to pinch pennies, but she won't hear it from me!   

Interesting wedding video

Not sure if it's real, or just staged to make a big splash on You Tube (which it did, with 7 million plus views thus far). Of course, by posting it here, I'm sure to add three or four more views to the count :) I'm sure that almost everyone has seen it by now.

Review of Secrets of Selling to Brides Seminar

I just returned from Houston where I gave two presentations of my Secrets of Selling to Brides seminar. One of the attendees was kind enough to write a review of the presentation, and you can read it here.

Attend our FREE Seminar!

The NEW Secrets of Selling to Brides

You’re invited to a FREE seminar sponsored by the Washington Bridal Showcase


Do you sell to brides?

Would you like to sell to more of them?

Are you sure you are getting the most out of the money you spend on advertising?

How can you increase your sales (and your profit margins) in these tough economic times?


The Secrets of Selling to Brides seminar is coming to Washington in June. Invest just two hours of your time (but none of your money, because it’s free) and we will show you how to dramatically increase your wedding business ... even in this uncertain economic environment.

At this seminar, you will discover why selling to the bride is different than selling to anyone else. Learn cost-effective ways of reaching the bride and turning her into a valuable customer. We guarantee that you will walk away with dozens of innovative ideas and strategies that you can put to use immediately. These are fresh ideas ... not the tired ones used by your competition!

Plus, you will learn why bridal shows should be a part of your marketing program. Find out how shows work, why they work and how to make them work for you. Learn the 10 steps that will ensure show success and the 10 things that you must avoid at all costs. Discover how to make your booth do the selling for you, and how to maximize your results both during and after the show.

If you are serious about selling to brides, this will be two hours well spent. Admission is free and there is no obligation. These will be our only seminars of the year and space is limited. Reserve your seat today!


Three sessions to choose from ...

Wednesday, June 10
Hyatt Regency Bethesda
Bethesda, Maryland

Thursday, June 11
Waterford at Fair Oaks
Fairfax, Virginia

Friday, June 12
Martin’s Crosswinds
Greenbelt, Maryland


Hours ...

Doors open at 8:30am
Seminar hours: 9am – 11am


RSVP Now ...

Space is limited and advance reservations are requested. To reserve your seat, please email to marc@bridalshowcase.com with your company name, the date you will attend and the names of the attendees. The deadline to reserve your seat is Friday, June 5. Limit of two attendees per company, please!

Free Bridal Marketing Newsletter

For a few weeks now, I have been receiving a newsletter from Rick Brewer. Each week Rick provides marketing advice for companies in the wedding business. I recommend that you subscribe to this free newsletter.

Many wedding businesses struggle with things like ...

Not meeting the Brides who really want to buy. Brides who waste your time because they are out of range for your offering and they simply won’t tell you.

Getting bogged down with brides who are "just looking". Most Brides have not been married before. Could you gain from weeding out prospects who cannot or will not buy from you?

Spending tons of money on advertising to only get minimum results

Not getting their fair share of Brides in the area, only losing them to less qualified competition

If you face any of these issues, Rick Brewer can help. It is his mission to work with bridal businesses and bring them to more effective marketing. By showing them how to get more Brides, they will gain more business and a better life.

To subscribe to Rick's newsletter, click here

Happy New Year!

It's been a busy few months here at Showcase Productions, and I apologize for not making more frequent postings to our blog.  We're gearing up for another great show season, starting with the Richmond Bridal Showcase on January 11.

In spite of the economy, the shows continue to fill up.  Luckily, brides are still planning weddings and still spending money.  I believe that our shows continue to be the most cost-effective means of promoting a business to the newly-engaged bride.  I expect that brides will shop a little harder this year ... and do it at our shows.

I heard a great quote from Henry Ford the other day and want to share it with you.  He said "A man who stops advertising to save money is like a man who stops a clock to save time."  Words of wisdom in these strange economic times.

I wish all of you a joyous and prosperous New Year.  See you soon at the shows!

Photos from Richmond Show

Here is a nice overview of our August 3rd show at the Greater Richmond Convention Center. Thanks to David at Beautiful Union Portraits for providing these images.  Notice our new stage design with the 20' video screen and our carpeted aisles, two of the more dramatic changes to this show.