6. State Fair Marketing Goals
How do we achieve these goals?
THE
FOUR
GREEN PEAS
.Premise .Profiling .Partners .Promotions
7. Premise
Creative
.Creative and media go hand in hand
creative impacts media strategy, media should
be determined partially by creative concepts and
programs; not merely a division of funds
8. Premise
Creative
.Utilize established creative theme & slogan
while expanding creative programs to
appeal to various time and target market
segments so they don’t become old and worn-
out
10. Premise
Keep it fresh marketing approach
.Annual fair a year-long marketing initiative
.aggressive campaigns during primary
and secondary advertising period
.indirect/soft campaigns during remaining
nine months promoting presales
11. Premise
Keep it fresh marketing approach
.Move away from fixed formula mindset
explore fresh methodologies--because it’s
“always been done that way” is the best
reason to step back and look at something new
13. Profiling
What is Profiling?
.Behavioral Market Targeting and Retargeting
.maximize use in new (online) and traditional
media
.ie…target media strong in age and
entertainment categories
15. Profiling
Target Markets
.Refine & Emphasize Segments of Market
.Define market segments with highest
disposable income, ie..35-54 age group
March 16, 2012; Time Magazine
.Define cultural market segments with highest
entertainment expenditures, ie..Hispanic/Latino
2012 US Census Bureau
17. Partners & Promotions
Who are some potential partners?
.Media partners
Added value to media buy/trades
.Related business partners
ie..Tampa Bay History Center/Cracker Country
.Competitors
ie..Strawberry Festival double entertainment discount
18. Partners & Promotions
Promotions that reinforce brand & stretch $$, ie…
.Educational youth/school system distribution
printed booklets with discount coupon
.Holiday fair gift cert. with bonus souvenir included
retail partner reduced price promotion
.Equestrian focus/support for abused animals
partial proceeds benefit equine rescue
19. Partners & Promotions
Promotions that reinforce brand & stretch $$, ie…
.Fair food amateur cook off contest
prizes for winners
.Backstage with the Stars contest
winners meet & greet performing acts
.Live Florida History Quiz
on-the-spot prizes for winners of Florida history questions
20. Partners & Promotions
Opportunities with social media, ie...
.Facebook likes competition
prizes for winners
.Instagram best fair fotos
winners meet & greet performing acts
.Twitter specific messages
watch for fair “tweets” and win prizes
21. Media Strategy
Varied media mix = most effective & best results
.The media buy with a diverse mix is the “whole
that’s stronger than the sum of the parts”
.Across-the-board advertising programs work
together to reinforce each medium
22. Media Strategy
Public relations a vital program component
.Social media blogs via Facebook, YouTube, Instagram and Twitter
.TV and print PR including advetorial and editorial opportunities in
conjunction with promotions
23. Media Strategy
Objectives for reach & frequency
.Optimize reach for effectiveness as opposed to the machine
gun approach
.Effective reach is qualitative as well as quantitative, more
specific to the exact target group
24. Media Strategy
Media recommendation breakdown
.TV/Cable--35% including 3 or 4 donut spots to target
entertainment interests
.Radio--22%
.Print--8% including daily and weekly publications
25. Media Strategy
Media recommendation breakdown
.Outdoor--15% digital billboards, mall boards, etc..
.Digital--10% online banner ads, pop-ups, Google
Ad Words, etc..
.Public Relations--10% advetorial and editorial,
print radio and TV
