We always come up against plenty of (traditional) wedding list competition whenever we're at The National Wedding Show, four big shows each year, two in the Autumn (London Earls Court and Birmingham NEC) and two in the Spring (London Olympia and Birmingham NEC). These are the biggest shows of the year and we've just got to be there.
But at this Spring's London show (where, continuing the growth in vistors noted in the Autumn shows, there were 8% more people attending) we faced less competition from the traditional wedding list providers than ever. Over the years we've been up against major High Street stores like Argos and Next, who weren't there this time, along with a plethora of online 'here today and gone tomorrow' services (I checked back and counted over half a dozen from the last couple of years, often appearing at a major show just the once) - none of these dubious options were there at Olympia this time either. Even John Lewis didn't bother going!
So who was there? Well there were seven different options;
- Two 'traditional' options (Debenhams and House of Fraser)
- One excellent fairtrade option - fairgift (I think this is a really great complementary option to one of our wedding lists)
- Three individual charity options - Oxfam, Cancer Research UK (both have been coming to some of the big shows for a while now) and NSPCC
- One multi-charity option - ourselves, Give It
So what's happening?
It can't be because the shows are of less value - numbers are increasing and where else can you get to speak to thousands of potential customers and get real face-to-face interaction? Yes, there's a recession, but organisations that are well-run and that are focused on the service they're providing to their customers (and, in our case, our benefiting charities) are the ones that continue to market their products and services well (and efficiently), and continue to meet their potential customers in the best places available - once you start giving up on The National Wedding Shows you're giving up on hoping to be a key player in the national (or at least the English) wedding market (and no, I'm not hoping for a discount on our stand at the next show, although it would be useful!). There are other shows but I can't believe any give you the efficiency that these provide (effort/spend per visitor, always assuming you're an option for all, rather than a bespoke service).
My belief/hope? We've reached the tipping point for wedding lists - out with the old, in with the new.
The 'good' wedding list options, see five of the seven above, are starting to have an impact - some of the 'traditional' options may have much larger budgets and can spend their money on lots of advertising, but when it comes down to a one-to-one face off with the good guys they struggle...