No matter how good or bad the economy is there is one group who will always spend money: People getting married.

Wedding shows and expos are a good place for out-of-home marketers to reach couples planning their big day. Attendees are often shelling out big bucks for their nuptials: Nearly a quarter of couples who go to wedding shows plan to spend at least $70,000 on their wedding.

Wedding shows have opportunities for advertisers of any size, from smaller local businesses to large national brands.

To find out how to get your client at wedding shows, read on.

This is one in a Media Life series on buying out-of-home venues. They appear weekly.

Fast Facts

What

Advertising and sponsorship at wedding shows.

Who

Event organizers handle advertising and sponsorships.

How it works

Wedding shows are set up as a one-stop shop for couples as they plan to exchange vows. Advertisers that take part can display new lines of dresses and tuxedos, exhibit ideas for wedding cakes or show off decorations such as table settings.

But there are opportunities for advertisers and sponsors not traditionally associated with weddings as well. A financial company might offer to educate couples about investing, or a carmaker or car dealer might display family models of cars.

As with any event, a title or presenting sponsorship is the most visible inventory, appearing in the marketing leading up to the event. Top-level sponsors can also place their logos on tote bags distributed to those in attendance.

Top event sponsors often have a larger-than-normal presence at the show itself, including prominent placement for booths.

But smaller local advertisers can also take part. A local DJ might set up a booth to help win wedding jobs, or a local baker could show off his or her cakes and desserts.

Markets

Wedding shows and expos are held in all major markets.

Numbers

There were 2.08 million weddings in the U.S. in 2012, according to the U.S. Census. The average cost of weddings last year was $25,660.

How it is measured

Event organizers track attendance and sponsors, and advertisers can also track how many people they sign up for mailing lists.

What product categories work well

Recent or current wedding show sponsors include retail, wedding apparel, financial, insurance, travel, hotels, jewelry, health clubs and bakeries.

Demographics

Among those who attend wedding shows, the average age of the bride is 29 and the average age of the groom is 30, according to Great Bridal Expo Group.

Twenty-four percent of couples plan to spend more than $70,000 on their wedding, and 47% of couples have a combined annual household income of $157,000 or more.

Making the buy

Brands can set up a presence at a show four to six weeks before the event, but title and presenting sponsors secure deals at least six months in advance.

A small presence at a show could cost thousands of dollars, while title sponsorship of a national tour of shows could cost six figures.

Who’s already been at wedding shows

Recent brands that have sponsored and advertised at wedding shows include Macy’s, David’s Bridal, Men’s Warehouse, Barefoot Wine, Bloomingdale’s, Jos. A. Bank, Marriott and the Orange County Register.

What they’re saying

“In a country today where the internet and online has become so dominant, people are still searching for direct connections with product, service and goods providers. One percent of the population has married each year since World War II. They’re looking for a direct connection, and that’s what an expo accomplishes for them.”

SOURCE: MEDIALIFE MAGAZINE 04/22/2013