TARGET MARKET - National Wedding Show

The National Wedding Show attracts over 60,000 visitors a year, from looking at geographic, demographic and Psychographic segmentation, from market research the national wedding show have been able to distinguish typical features of a likely attendee and so have been able to target the marketing at said attendee effectively attracting this very large ammount of people.

The research has established that the average household earnings a year of a customer at the exhibition is £54,500 and 89% of the visitors are in the ABC1 socio-economic band. This helps the National Wedding Show to dictate the price of entry and where to advertise, as, according to Chisnall, 1995, ABC1 adults make up the majority of the readership for broadsheet newspapers, with 77% reading the times. The National Wedding Show researched that the median age for a first time bride is 29, 35% of brides would consider cosmetic surgery for their wedding (psychographic) and that the South East homed the highest ammount of brides-to-be. All of this information and statistics help to distinguish the best places of advertising and marketing, ensure the best possible turn out for the event.

97% of visitors come with the bride, 27% come with the groom, half of all visitors bring the mother of the bride and 40% come with their bridesmaids. This helps establish which retailers should be exhibiting at the exhibition, as if they were to have hundred to suit hire stands the turnout would be less likely to exceed the numbers it has been reaching.