Boutique Bridal Fair at Collins234

Boutique Bridal Fair at Collins234

The Boutique Bridal Fair, held May 15, 2016, was a successful Redsteps event and was organised and managed in its entirety for client, Collins234 Boutique place in Melbourne.

The event ran for 5 hours, during the center’s trading hours of 12pm and 5pm and showcased 24 boutique wedding stallholders, 14 Collins234 retailers wedding related offerings and specials, 1 Boutique Bridal Fair fashion show featuring Miss Australia International with 12 Bridal gowns, 3 Mother Of The Bride gowns and 2 Grooms suits on display. Free Flash Tattoos were given away, along with gift bags and glass of sparkling wine for the first 100 attendees.

Redsteps created the artwork for the campaign which was rolled out across digital signage in-centre, lift posters, floor decals, display cabinet signage, social media, event listings, retailer counter posters, EDM banners and printed event programs. Redsteps coordinated the uploading and printing of materials to ensure the process was efficient for the client.

Social Media and Website
Social Media was utilised heavily for the event. Facebook advertising, a Facebook event page, the Collins234 Facebook page, Twitter and Instagram accounts were chosen and a strategy was implemented to help reach our target market of 25-35 year old females.

Total actions on the Collins234 Boutique Bridal Fair Event Page increased 520% between the 18th April and the 15th of May. There was 23,105 people reached with Bridal Fair event page content in the same period.

Collins234 saw a 46% increase in Facebook page likes over the campaign period from the previous period.

The Boutique Bridal Fair Event page had 242 click ‘Attending’ with 171 people ‘Interested’ in attending the event. An additional 247 people were invited by their friends to attend the event

Facebook analytics concluded that the largest market coming to this event page was 25-34 year old women, proving the target market was being well received using this medium.

Event Planning

Stallholders were sourced based on their exclusivity, uniqueness, boutique offering and value offer for Collins234, with some applications to be a stallholder having to be turned away due to space restrictions and timing. A liquor licence was arranged and laneway approval was requested and received after an involved application process.  An extensive run sheet was created for the day – having an organised document detailing everyone’s movements on the day was critical to ensure everyone knew what was required of them and when. All parties involved in the Boutique Bridal Fair receive this document to ensure everyone is in the right place at the right time and that the event can run as smoothly as possible.

Redsteps arranged over $13,000 of additional value for the client, including a $2,750 diamond ring giveaway.

100% of attendees that answered our survey stated they were happy with the mix of stallholders at the event, as did the stall holders with 95% stating there was the ‘right’ mix of wedding providers showing on the day.

73% of attendees would definitely recommend the Boutique Bridal Fair to a friend.

Retailers were happy with the event, stating that any extra foot traffic coming through the centre is positive for the retailers at Collins234.

Centre Foot Traffic
Centre traffic counters concluded that traffic increased 115% from the previous year (same Sunday in the month)

Due to the positive feedback received from all parties involved in the Collins234 Boutique Bridal Fair, the event will take place next year again.