Wedding photographers are generally split into two camps on bridal shows. Some swear by them, while others feel they are a waste of time. Both are correct.
Some photographers are convinced that the brides who go to bridal fairs are in the lower income range, therefore not worth marketing to. In reality, there are bridal shows in most cities that attract three different wedding budget price points.
Some promoters are specifically looking for the more affluent brides, and therefore sell booths and displays to higher end vendors, including top photographers. These shows are priced accordingly. To exhibit at these fairs, and for them to benefit you, your work must be excellent, artistic or very impressionable. Couples in high income brackets will not hire inexpensive photographers, nor unknowns. A reputation among the affluent society is very helpful.
There are also fair promoters that are looking for volume and market their shows to the budget wedding market. If your wedding prices are high, it would be a waste of your time and money to participate in these shows. On the other hand, if you're new in the wedding business, or your prices are low, or your work needs some improvement, these shows could result in some contracts to help grow your business.
There is also a middle income level of bridal fairs, which are probably best suited to the vast majority of wedding photographers who are in the median price range. The brides have likely set up a budget in that average range, for their entire wedding as well as for photography. These couples are discriminatory in their shopping, but they know their budget limitations. They will recognize both high quality and a good value. Depending on your area, you may find the competition fierce and you will need to be well prepared to compete and make the best impression.
How do you determine which shows are which? There are two financial indicators of what level of bride is expected. You need to know how much the promoter is charging for a booth (typically a 10x10 space), and you should also find out how much the admission to the show is. Another excellent indicator of the budget level is the type of venue the fair is held at. A show at the Ritz-Carlton with an entry fee of $30 per person is going to be quite different from one held at a low-end banquet hall with free, or low, admission.
One way to better determine what the best show is for your business is to go visit each of them in advance. Many promoters do two or three per year, and you can take a look at one of them before committing. Ask the promoter for a visitor's pass and go analyze the production before committing to their next one. You will also see who your show competitors might be and study what kind of display they have This may not be necessary for the high end shows, but I would still recommend it. You need to see how well organized any fair is, and be sure that you are, in fact, in their league.
What kind of booth should you set up? There is nothing more pathetic looking at a bridal fair than a photographer with a single table showing a few wedding albums. That's not very impressive, and the other photographers will eat you alive. You will still have brides and moms taking a look at your samples, but most likely they will get cold feet about booking your services. An exception to this is when you're obviously new, short on samples, and promoting introductory prices. Use your best salesmanship to show them your honesty, quality level, attractive prices and your dedication to taking care of them. They may feel more special in your hands than with a volume studio.
To really get attention, plan to get (now or in the future) a wall of some kind. You need a wall behind your table(s) that beautifully displays a large selection of images, which should be, at the very least, in 16x20" size. The wall should be visible from a good distance, creating a "wow" effect, and calling the attention of all the brides who look in your direction. Lighting is very important. Set up some kind of lighting to throw illumination on your portraits. If possible, the lights should also reach your table(s). Your table(s), directly in front of the wall, should have not only your most impressive sample albums, but your glossy post cards or brochures. Do not leave price lists lying around. Prices should be discussed when the prospective clients ask, or at follow-up meetings. For maximum impact, at each end of the table set up an LCD display or something like a big screen iMac to run a continuous slide show of your best images. If it sounds like you're taking up a lot of space, you're right. Negotiate with the promoter the most ample space possible, even if you have to pay for a double booth. These are the sharp details that will bring the clients to your booth and have them talking about you later. They lonely guy with just a table and a few albums will soon be forgotten.
Collect names at your display. Most promoters will promise you a list of the brides registering for the fair. That's fine, but in spite of today's technologies, you may not receive it for weeks. Better yet, have a give-away and ask all the brides who come to your table to register. All you really need are their name, email address, wedding date and telephone number. Before the fair you should have a fast email ready to go so that the day after the fair you can quickly follow up with those who gave you their information. You will be weeks ahead of your competitors.
How much business should you expect? This will vary due to all of the factors discussed here. Unless your work is very poor, however, you should expect at least one booking from every fair. One? It doesn't sound like much, but if that one pays for the booth fee and your time, any additional bookings will be a bonus. In numbers, you are doing really well if you can book two weddings for every 100 registered brides at a fair.
Final comment. Because you will expend the same amount of energy to prepare for, set up, attend and break down any show, my recommendation would be to sign up for the bigger shows that bring the largest volume of brides. This would not apply to the high end market, where a show with only 100 brides and two booked weddings make for an excellent day.
Ultimately, your own participation experience will determine whether bridal fairs are worthwhile for your business. Your success will depend on the quality and impression of your display, the emotional appeal of your samples, your personality when you speak with potential clients, and the relation of your price structure to what you show.
Bill Hitz