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2015 IAFE: Confessions of a Fair Marketer

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What are the biggest marketing challenges facing fairs today? Like all good marketers, we ask a lot of questions. Taking our curiosity on the road, we interviewed different fairs from around the country to hear about their greatest marketing wins, challenges, and opportunities. The answers may surprise you...

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2015 IAFE: Confessions of a Fair Marketer

  1. 1. Confessions of a Fair Marketer 2015 IAFE ANNUAL CONVENTION & TRADE SHOW Presented By Suzanna Best December 2, 2015 #IAFE2015
  2. 2. #IAFE2015 Follow along! bit.ly/IAFERHP15
  3. 3. #IAFE2015 What was your biggest marketing challenge last year?
  4. 4. #IAFE2015 What worked?
  5. 5. #IAFE2015
  6. 6. #IAFE2015 Allegan County Fair Saree Miller Manager, CFE “Our ticket sales from email have increased 92% from last year. Through testing, segmentation and mobile-optimization we have been able to drive more ROI through email than ever before.”
  7. 7. #IAFE2015 Ellie McKinney Director of Events and Performance Programs Email Marketing: Be Willing to Think Outside the 1
  8. 8. #IAFE2015 Subject Lines using Emojis received a 3% higher open rate and a 2% higher click rate. A little creativity can go a long way.
  9. 9. #IAFE2015 Minnesota State Fair Christine Noonan Marketing Supervisor “Our email and social media efforts are important components of our overall marketing plan as we strive to not only break through the overabundance of messaging in the marketplace, but also stand out.”
  10. 10. #IAFE2015 Ellie McKinney Director of Events and Performance Programs Contesting: Give a Little, Gain a Lot 2
  11. 11. #IAFE2015 If you can’t get a purchase, get an email. The Minnesota State Fair collected over 500 email addresses from one contest and reached almost 13,000 Facebook users.
  12. 12. #IAFE2015 State Fair of West Virginia Kelly Collins CEO “Social media is not only a platform to relay information, but it’s a platform we use to establish relationships with our customers. We are able to see who we are talking to, what they like, what they don’t like and even what they are looking for. We want our customers to feel like they are actually a part of the fair, not just ticket buyers!”
  13. 13. #IAFE2015 Ellie McKinney Director of Events and Performance Programs 3 Afterglow: Don’t Say Goodbye Too Soon
  14. 14. #IAFE2015 Keep the momentum going after the gates close. Compared to the social posts during the fair, the State Fair of West Virginia’s Fan Photo Album earned 2x the reach, 2x the impressions and 3.7x the number of engaged users.
  15. 15. #IAFE2015 How you can get started TODAY... Test. Measure. Repeat. Find the right contesting platform. Bonus: Most are free! Begin developing a social strategy before, during AND after the fair. 3 2 1 4 5 Audit yourself: perform a search, purchase a ticket, sign up for your email list. Implement automation in your off-season (“Welcome” emails, reminder messaging, etc.)
  16. 16. Say hello. Ready to get started? Suzanna Best Sr. Account Manager suzanna@rockhousepartners.com hello@rockhousepartners.com | rockhousepartners.com

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