In the studio this week… An exhibition stand for the Wedding Community at the National Wedding Show
A jubilant Kim and David of the Wedding Community returned from the National Wedding Show last weekend and as we have helped them plan their stand, design their website and create their brand identity, how could I resist sharing the story with you?
The Wedding Community is a social networking site for engaged couples and their friends and family. The marketing plan for the Wedding Community has two streams: to gain more members, and to gain more advertisers. The National Wedding Show was mostly about gaining more members, which will, in turn, enable the company to boost their advertising revenue. The exhibition was also about raising awareness in the community and building a brand presence.
Judging by Kim’s comments, the show achieved all three – in spades!
“We had an amazing show with over 800 people entering our competition. We will let you know the outcome of the show but looks like a great success.”
We planned a simple but impactful stand based around the Wedding Community’s branding. Bespoke “wallpaper”, homely furniture and a branded plinth added to the professional and anything-but-average look, without costing a fortune. Many of the items the Wedding Community can (and will) use again, which keeps costs to a minimum.
The whole stand was themed around the strapline plan, inspire, connect and had a number of initiatives planned to help communicate that message. We made full use of the Wedding Community’s expert advisors with five minute expert talks (the plan and inspire bit!) throughout the day. This drew a crowd and brought the concept of the experts to life.
Yarwood-White, one of the Wedding Community’s experts had also given a prize of £250 worth of bridal jewellery, which certainly helped the Wedding Community gain their 800 competition entries. These entries have enabled the Wedding Community to build a targeted list of brides and grooms to be. Naturally they are being very careful about how they use the data, but it has been a great way of building a list, boosting brand awareness and building relationships with potential members and advertisers.
