Jennifer Schafer, owner and publisher of Premier Bride Magazine, was given a panel position with leading bridal magazines in the Houston area. Top professionals from The Knot, Weddings in Houston, Brides.com, Modern Luxury Brides and Premier Bride Magazine spoke on trends for 2009 special events.
Below is the panel topic Jennifer Schafer covered in her discussion:
Trends in tradeshows / booths (3 trends minimum please) Does not have to focus only on social/wedding can also be corporate:
Fun Items like Logo Gobos and pop up from the following:
· Displays to Go: www.displaystogo.com
· SDsign: www.sdsign.com
· ExhibitDeal: www.exhibitdeal.com
· 20/20 Exhibits: www.2020exhibits.com
With the new economic problems, are you seeing any effect on the event industry as a whole?
1. Double edged sword. Current advertisers are trying to maximize and really pay attention to what works and what doesn’t forcing all of us to be more creative and work harder for advertising ROI. I have other NEW clients seizing the opportunity to try to work out deals and make a play for the business that is being lost. I have some clients that will now advertise because they realize, that now more than ever, they need to ‘show up’ and not rely too heavily on word of mouth referral bases. I also saw a great halt to all things (like holding our breath) until after the election and after we could recover some from the storms and market crashes. I think for our corporate based business, we see a MAJOR slow, for brides, it’s business as usual.
2. I see more people trying to advertise now than I did before. No one is canceling unless they have gone out of business. They realize that I am part of their marketing and sales team and they need more of now more than ever. My clients rely on me for sound business advice and to come up with cutting edge out of the box ideas that will catapult them to capture more of the market share.
When you go to an event or bridal show, are you seeing more, or less people and what do you think the determining factors are?
1. I see the same number, different faces. There are more brides maximizing their budgets, however, they are still spending money and it still increases each year. For my vendors, I am coaching that it will take a little work for them to get their return now. The money is there, it just isn’t falling out of the sky. I coach my vendors that they need to get their businesses shaped up and start really BRANDING themselves. It is not longer small business as usual. You will need to be different and a LOT different at that.
Are you seeing an influx of event/bridal magazines growing in the Houston / TX market, if so why? If not, do you think there will be in the near future?
2. Not really. I see it in TEXAS, but not Houston specific. I think there is room for anyone that works hard and proves themselves. Have you gone to a newsstand lately? And just like any small, medium or large business, it take continous effort and you can’t relax. It’s no different than any other business in town. Flowers, Wedding Planning, Cake, etc. It all amounts to WORK.
Are you seeing any multicultural trends, items or ideas from China, India etc?
3. I see printing and graphics being outsourced SOME, but I don’t outsource overseas. I prefer to use Americans. That being said, I do like some imports to purchase. On a corporate level, I see some great promotional tradeshow products that I am able to offer my clients that are coming from overseas. I also am seeing a more ‘global’ feel and look to most design in weddings now. It’s a great variety and mix. We are seeing more of a MIX than a heavy presence either way.
How do you deal with irate customers on your end?
4. I trade them in. Seriously, I have a great team of people that assist me now and if I am going to lose my professionalism, I will have my production manager difuse the situation. The trick is to never get them mad in the first place. I guess I am pretty easy going if it’s an honest mistake and all I can do is admit it and ask for forgiveness. That usually does the trick. I can’t draw blood, so they just have to take that. If it gets ugly, there is always court. I haven’t had to do that yet.
Based on your years in the industry, in what way do you think trends will change in 5 years?
5. It’s like fashion. Nothing NEW is coming about, just making something from the past better the next time around. Or worse. I see a great deal of the natural and green items happening. We did that in the 60’s and 70’s. Renewable resources are playing a BIG role in weddings right now. Items that have a smaller global footprint are very HAUTE right now.
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