The show starts long before the

Dark Wedding Fair

One of the biggest misconceptions about wedding fairs is that the marketing starts and ends with the organiser.

We bring the audience, but you have to give them a reason to look for you within it.

And when all of our exhibitors do a little of both, everybody benefits. Simply turning up on the day means missing one of the biggest opportunities a wedding fair gives you: the chance to spend the weeks beforehand building familiarity, starting conversations and giving people a reason to seek you out when they arrive.

You don't need to become a walking advert for the show. In fact, we'd rather you didn't. A few thoughtful mentions, your ticket link somewhere visible, sharing what you're preparing and joining in with the wider conversation can make an enormous difference.

Don't assume your followers know. They might already be wishing they had an opportunity to chat to you without having to make an appointment. They might want to look at what you’ve got in person in a more relaxed way. You don’t know who is already watching and just needs a little nudge to come check you out without any kind of commitment.

Make it exciting.

Instead of:

"We'll be at the Dark Wedding Fair."

Try:

"We're counting down to Dark Wedding Fair and can't wait to show you what we've been creating..."

People respond to enthusiasm.

Tell people you are exhibiting

Explain why they should visit your stand

Don't just say you'll be there, give them a reason to come say hi

Examples:

  • exclusive samples

  • new collections

  • show-only offers

  • live demonstrations

  • products they can touch

  • advice sessions

  • free consultations

Ask yourself:

Why should someone spend five minutes with me?

Show your personality

We can’t say it enough… people buy from people!

Don’t be afraid to introduce yourself. Our community is just like us, that’s the point. Any they are invested in booking suppliers that they connect with.

Show your workspace. Talk about why you love what you do. Nerd out on the details. We want couples to feel like they already know you before you've even met.

Take people behind the scenes

The build-up is full of content opportunities.

There are a million ways to show people why they should come talk to you. You could show:

  • making products

  • packing the van

  • preparing displays

  • printing brochures

  • polishing jewellery

People love seeing the process.

Collaborate

Help us build the community. It takes a team of professionals to pull off a wedding and you being excited to catch up with other suppliers is absolute gold. Even if your followers have already booked you they may still be looking for other parts of their wedding and you talking about other suppliers could get them a booking – likewise, someone else talking about you could boost your response at the fair too.

-            Join the event WhatsApp

-            Tag other exhibitors.

-            Share each other's posts.

-            Talk about suppliers you're excited to meet.

The alternative wedding community grows when we support one another.

Be visible consistently

One announcement isn't enough.

People are busy, algorithms are unpredictable, and even people who love what you do won't see everything you post. Mentioning the show once three months beforehand doesn't necessarily mean they'll remember you're going to be there when the date comes around.

We're not asking you to market the fair on our behalf - that's our job. What we do encourage you to market is your presence at the fair.

If creating reels and posts and countdowns doesn’t feel like you, then think about the following:

  • A stories highlight – with your ticket link on the slide

  • Add the event to your linktree/bio link

  • Add it to your email signature and website footer

Invite people personally

One announcement isn't enough.

Don't underestimate the power of a simple invitation.

  • If someone comments on your work... in a Facebook group let them know they can check out your designs at the show

  • If someone has enquired about your services, an invite might be the gentle nudge for them to chat without commitment

  • If you have couples who have booked you, but the brief is still open or you know they still have lots of plans to make… invite them.

People like feeling welcome.

The Dark Wedding Collective is only half the marketing

Every exhibitor benefits from the collective marketing we do as organisers. We invest everything in advertising, PR, social media, editorial content and community building to bring the right couples through the doors. But no organiser, however hard they work, can tell your story better than you can.

The suppliers who get the most from a show are almost always those who combine our audience with their own.