How to make event marketing work for you

You will have multiple opportunities this year to market your business at a music festival, art show, county fair or live sporting event. But can this type of event marketing really work for your business?

The answer is yes, but as with any other form of marketing, you have to lay the foundation to make it work.

Let’s say you’ve finally given in to the numerous emails that you’ve been getting from the folks running your local county fair or music festival and decided to take them up on the offer to set up a booth at the fair. It’s not as simple as just showing up with a couple of pamphlets and some business cards to put on the table and having at it.

Some things to keep in mind:

Have something to sell. Maybe not literally. If you’re in the retail or events businesses, definitely have tangible items with you, and a way to accept payment (money bag, Square app on your mobile phone or tablet). But if you’re in a service industry, you can still have something to sell with you in the form of information on your services and an appointment book for those who want to hire you.

A strong offer. Just like in your day-to-day business, 60 percent off, two for the price of one, buy one-get one free, etc., works in the event marketing business.

Presentation. People who go to fairs, music festivals and other live events are inundated with requests to spend money. How do you get them to pay attention to your booth? A banner, a cardboard cutout, free popcorn and candy, balloons for the kids, whatever – you’ve got to do something to reel them in.

Augusta Free Press is working with three business partners on upcoming event-marketing opportunities.

Saturday, Aug. 31, Top Rope Pro Wrestling presents the Shawn Michaels Experience, at Waynesboro High School. The most recent Top Rope show at Waynesboro High School drew more than 1,900 people. Want to reach out to wrestling fans? More information: Click here.

Saturday, Sept. 21, Chili Blues ‘n Brews Festival, Spring Lane Plaza, Downtown Waynesboro. The 2012 Festival drew more than 2,000 people downtown for the best chili and best blues in Virginia. More information: Click here.

Saturday-Sunday, Oct. 12-13, Virginia Fall Foliage Festival Art Show, Downtown Waynesboro. The streets of Downtown Waynesboro are transformed into an art gallery for a magical weekend set against a backdrop of the changing fall colors on the nearby Blue Ridge. More information: Click here.

Chris Graham ([email protected]) is the president and CEO of Augusta Free Press LLC, a full-service web- and graphic-design and marketing-services firm based in Waynesboro, Va. More online at www.AFPBusiness.com.