About the event
The STL Wedding Show is a semi-annual event organized by St Louis Bride and Groom magazine. Attracting over 10,000 attendees each year, the Wedding Show is the number one resource for local brides to source vendors and plan their big day. This January, the Wedding Show partnered with DoubleDutch to create a mobile app for their event.
The show organizers had two main objectives for their app: to keep brides connected with vendors after the show, and to eliminate the need for a printed program – allowing them to “go green” and save printing costs.
Know your audience
Before the show, organizers surveyed attendees and found that around 70% of their audience (typically women aged between 26-28) owned either an iPhone or Android smartphone. Linda Hennessey, the show’s producer, noted that she received “almost no negative feedback” about their decision to go completely mobile. In fact, they got a “great response” from attendees who appreciated their environmentally conscious efforts.
Promotion drives awareness and engagement
To get the word out about the app, the organizers planned ahead to create a distinctive presence for the app throughout the show. Large two-by-eight foot banners with instructions on how to download the app were placed by the entrance and throughout the show floor. They also hired local Apple store employees to work the floor as “app experts”. Dressed in eye-catching T-shirts featuring the bright pink app logo, they helped attendees download and use the app.
Relishing the opportunity to connect with potential customers, savvy vendors also got involved in promoting the app, encouraging visitors to check in at their booths to receive special offers.
A hit with attendees and exhibitors
“What resonated most with attendees was the fact that we were offering them an incredible new tool to help plan their wedding – instead of leaving our event with a bag full of business cards, brides could walk away with contact information, photos and reviews for every vendor at the show” said Linda Hennessey. “I can see the power of this technology to transform our event.”
Vendors also benefited from the social aspects of the app before the show had even started. “We posted a link to download the app on our Facebook page one week before the event. People downloading the app started to interact with vendors straight away, generating new leads and even some bookings before the show began” Linda noted.
To ensure success for their next show in August, the Wedding Show organizers plan to start promoting the app to attendees and educating vendors even earlier. They are also designing new badges for vendors that include a “check in to my booth” call to action, and are organizing a meeting for vendors to come learn best practices for connecting with attendees and using the app to generate more leads for their business.
The STL Wedding Show app developed by DoubleDutch is available for both iOS and Android devices, and can be downloaded here: