Question

Topic: Strategy

Getting The "community" Involved In Our Fair?

Posted by Anonymous on 1/10/2011 at 11:54 AM ET 500 Points
We have one of the largest fair's in our state but are in a small state and small community. We're looking for new and innovative ways to get our community to "buy-in" to the event. Our attendance is typically not a problem and people are generally very complimentary about the fair itself, but we'd like more of the business and political leaders to recognize the economic (estimated at $5.9 million annually) and social benefits of the event and truly "hang their hat" on it as THE event in our community. All in all they are very supportive of the event, but just not part of or committed to it. Any suggestions or ideas you have would be appreciated.
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RESPONSES

  • Posted by mgoodman on 1/10/2011 at 3:39 PM Accepted
    Why not ask each of the people/companies in your target audience to make a short video in which they tell why the fair is so important to the community (and the state). Post the videos on the website and promote it with a series of eblasts.

    You might even give each participant a Flip camera to keep if they'll just make the video and let you use it. They'll become more committed when they make the video (because they'll have to think about what they want to say), and the effect of having all these people saying good things about the fair and its importance will have an effect on everyone who views it.

    You'll win twice.
  • Posted by Jay Hamilton-Roth on 1/11/2011 at 8:16 AM Member
    What specific actions are you looking for the people/companies to take that they aren't already? More sponsorships? Co-marketing? PR opportunities? More volunteerism?
  • Posted by bill.hoelzel on 1/11/2011 at 9:16 AM Member
    I concur with Jay Hamilton-Roth: what exactly do you want from these people/companies/political leaders?

    You said they give "financial support" with their "sponsorships" of the event, but you said they're not "part of or committed to it."

    Maybe you could tell us more about the nature of the event: what kind of "fair" is it? Agricultural? Business and Industry? Do supporters buy booths, or sponsor performers on stage? And what do those sponsors get in return for their financial support -- "goodwill"? How do you measure the $5.9 million economic impact for the community -- hotel rooms filled? restaurant revenues? retail sales?

    How do the event sponsors measure the benefits from the event? Is the event "for the good of the community" or do they actually hear their own cash registers ring?

    I'm having trouble helping you because the "fair" is very vague in my mind. I can't really picture what you're doing, or what you're trying to do. As Jay Hamilton-Roth asks, what would constitute success from your perspective? What would it look like if the fair's "supporters" truly demonstrated "ownership"? What do you think would be different about the fair when they "recognize the economic and social impact of the event."

    We need to understand the "end" if we're going to be able to suggest "means."
  • Posted by Jay Hamilton-Roth on 1/11/2011 at 11:14 AM Accepted
    Why not tell your sponsors what you want them to do? For example, add the "home of XYZ event" to their email signatures a month before (and after) the fair or create an advertisement for them to "buy into" that lists their support of the event?

    If you want the Chamber or City to take action, you need leadership and support. Make it easy for people to take part of the action you're planning - whether it be a sidewalk sale, a dance, or concert. Make it easy for people to help out - if only for an hour or two of their time before the event.
  • Posted by Brazzell Marketing on 1/11/2011 at 7:04 PM Accepted
    We have a community-defining local event here. Buy-in from the political leadership is outstanding. All the organizers did was set aside a key time (really prime time for the event) for elected politicians (and in your case top sponsors) to gather on the main stage and be recognized. The local mayor makes a little speech and introduces the politicians who have gathered on the stage. At first it was just city council. After a few years of this, every senator and even the governor was showing up to our local, annual event to line up on the stage, be introduced to 56,000 people, and receive some obligatory applause.

    So my answer is to set aside a time in your schedule to line-up every politician who shows up and introduce them to your entire crowd. Invite every politician and let them know you are doing this.
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