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Festivals, business expos, health fairs, and other community events are all good opportunities to promote a business without leaving town. But there’s a bit more to it than just setting up a booth and bringing business cards. These tips will help a small business owner make the most of their marketing efforts within their local community.
Small businesses often invest thousands in promoting their services online or by mail. However, many owners fail to advertise in their own backyards. If a small business owner isn’t taking advantage of nearby festivals and community events to promote their company, they’re likely missing out on a valuable opportunity to grow. In fact, a recent study revealed that 44 percent of marketers see a 3:1 return on their event marketing investments. That’s an enviable margin.
Festivals and community gatherings enable businesses to connect with members of their own cities and towns. Not only can business owners interact with current and potential customers, letting them know what it is they have to offer, but they can also give out brochures and even small gifts and freebies to encourage local residents to shop with them in the future. Additionally, owners can form potentially valuable relationships with other local businesses.
Here are some tips for promoting a business successfully at local festivals and events.
Do some research about local events
Before attending any festival (but especially the company’s first), it’s important to do some research. Communities offer a broad array of events from parades to picnics, cook-offs to art showings, music festivals to holiday celebrations, and more. Before booking a table or stand, a business owner should take time to consider their target audience and what types of events they are most likely to attend. For example, a shop that sells the most products to families with small children would likely search for different events than a company that focuses on serving senior citizens. A business needs to attend events that are likely to attract its nearby customers.
Not sure where the company’s potential customers tend to congregate? It’s prudent to speak to other business owners in the same general field and ask what events have proven successful — and which ones are duds. The local chamber of commerce or business association may also be able to give some insights into certain events.
Ultimately, business owners don’t want to spend a lot of time and money prepping for an event that is only sparsely attended by local consumers.
It’s also wise to consider fees and registration costs for local events, because these expenses can affect the return on investment that attending could have. If the brand’s event strategy includes attendee participation or content sharing, tools like GuestCam can help capture and showcase those moments in real time, helping the business create engaging content and boost visibility on social media platforms.
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Understand the event space
Once a business owner has pinpointed the perfect event, they’ll want to contact the organizers to determine how much space they’ll have on the big day. While some events afford businesses a whole stand or space to pitch a branded tent, others allow them only a tiny table to promote their wares. Acquiring exact measurements helps an owner determine the type and amount of goods to bring. After all, a good stand looks clean and organized, rather than sparse or crammed with products and swag. It’s also wise to find out if a tent is required (or recommended), especially at events that have both indoor and outdoor booths. No one wants to cart along expensive goods if they’ll be at risk from the elements.
Bring the right freebies
It’s great to give a business card out to festival attendees. However, freebies tend to make a more significant effect than tiny pieces of paper. Before attending an event, take time to consider the best swag for the big day. Complimentary gifts can include items featuring the company name, like pens, mugs, and reusable grocery bags. Even coupons for free products or discounts in-store can be good freebies.
Sometimes, companies use community events as opportunities to give away new products that they’re looking to introduce to a wider market. It’s even possible to offer deals on new items or pack up several products into an attractive gift set to save consumers time on their shopping.
To maximize the effectiveness of event marketing, it’s prudent to choose promotional products suited to both the business and its customer base. For example, a local gym would be better off providing free water bottles than chocolates. On the other hand, it’s probably wise to avoid items like iPhone cases — most people already have these and are unlikely to use one branded with a company name (or they have an Android phone or an older phone model).
Provide value to the local community
Customers appreciate receiving useful information in addition to gifts. When researching events, ask the organizers if there will be opportunities for sponsors and exhibitors to speak to attendees. For example, a business might be able to hold a demonstration showcasing a new product, present a seminar on an interesting topic that’s relevant to the event (businesses can even offer attendees a free service or product discount to help turn them into new customers). For example, a local funeral home could host a mini-class on the value of advanced planning. A local restaurant could have a small demonstration about making its famous salsa. A little creativity and value for everyone that stops by the stand can be a great way to boost local visibility and attract customers.
Gather addresses for email marketing
When a business owner attends local festivals, the marketing opportunities don’t stop when they pack up for the day. On the contrary, savvy business owners invite prospective customers to sign up for contests and giveaways. For example, it’s often wise to collect customer email addresses in a database and use them to expand the business in the coming months (owners should be sure to get permission to email them when collecting these addresses). For best results, avoid bombarding clients with too many emails and ads. Only contact prospects when there’s something of true value to say.
On a related note, it’s wise to encourage attendees to follow the brand’s business account on channels like Facebook, Instagram, X, and any other platforms the company uses. Some customers are more likely to engage with a company’s social media posts than an email.
Many businesses have already seen the power of event marketing. In fact, 83 percent of business-to-business (B2B) marketers say they are very invested in events; business-to-consumer companies can benefit, too. But business owners will get the most benefit if they take time to research and identify the best festivals or local events for their promotional needs and goals.
Promoting a Local Business Beyond the Festival
Community events and festivals offer small businesses a powerful opportunity to connect with local customers, with 44 percent of marketers seeing a 3:1 return on their event marketing investments. By selecting the right events and preparing appropriate promotional materials, business owners can build lasting relationships within their community.
As a business grows through these local marketing efforts, owners may find that starting an LLC provides liability protection and tax flexibility that support their expanding customer base. This business structure adds credibility to a brand while the owners continue to leverage the marketing power of community events.
Disclaimer: The content on this page is for information purposes only and does not constitute legal, tax, or accounting advice. For specific questions about any of these topics, seek the counsel of a licensed professional.
