October 27, 2020  
 
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Marketing a Fairground

Small and medium size fairgrounds can compete and even outperform larger competitors. All it takes is the right marketing plan.

The promotional strategy for a fairground has changed dramatically over the past twenty years.

Staying on track requires attention to detail and a commitment to foundational marketing principles.

Cost Tracking

Are you struggling to contain costs? That's familiar theme among entrepreneurs who lead a fairground. For direct mailing campaigns and other strategic initiatives, it's hard to argue with the ROI you receive from updated mailing lists provided by the industry's leading list vendors. Good mailing lists are money in the bank; they deliver leads, revenue and most importantly, new customers.

In addition to purchasing first-rate mailing lists, we advise our business partners to carefully track the costs and returns for each of their marketing channels. If a specific marketing channel fails to meet your expectations, consult with a professional marketing firm about how to make the channel more productive or eliminate it from your marketing mix.

Make Sure You Have a Good Business Sign

A great sign is a 24/7 marketing tool for your company. Despite the fact that fairgrounds come in all shapes and sizes, every company in this space should thoughtfully consider what your signage says to potential customers. Is your sign visible and attractive? Does it reinforce your brand and value proposition? Does your signage invite customers to take the next step or does it simply annoy them? These are the kinds of questions you'll need to ask about both exterior and interior sign elements.

Given the fact that signage in fairgrounds has to fulfill a number of special requirements, you'll want to make sure to adhere to industry norms as well as local zoning requirements. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.

Broadcast Advertising

No doubt about it, the Internet has had a dramatic impact on TV and radio advertising. Rather than tuning in for information, many buyers now prefer to get their news and entertainment through online sources. However, it would be a mistake to discount broadcast advertising entirely. Many fairgrounds can still use it to their advantage. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing fairgrounds, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.

More Articles on Marketing

These additional resources offer more insights into marketing, fairgrounds, and related topics.

Advertising on Billboards

Selling a Fairground


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What tactics have you used to market your fairground? We enjoy getting feedback and questions from you. Please post your thoughts below.


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