Spotlight On Our Associates MAGIC FORMULA FOR
PROMOTING YOUR FAIR AT NO COST By Wade Henry
Advertising campaigns can be expensive. However, here is a way to promote your fair at no cost. I have seen this program boost attendance at Fairs across the country. Perhaps you have already implemented the "Magic Formula". If so, perhaps you will want to reinforce and expand it on a larger scale. If not, well, here's the write-up - based on observation of Fairs and Expos that have made it work: The "formula" involves inviting your local schools to bring their students for an educational tour of the fairgrounds. This can be done early on weekday mornings - as field trips - when the fairground isn’t yet open to the general public. All that is needed are a few attractions to be ready for the groups when they ar-
rive. A petting zoo and a couple of entertainment attractions make for a wonderful program. If your fair has livestock, 4H and/or educational exhibits, well then that would make an even more incredible field trip for a school. Most fairs already have all the ingredients to make a “School Tour” program work. Promoting to Kids Of course, the very best salesperson for a fair is a KID. Indeed, some adults bring
their children to the fairgrounds simply because the kid(s) know the fair is in town and will persist with the “hard sell salesmanship” (so characteristic of kids) that will get them there. Ever notice how persistent a kid can be when asking for something? Once a kid knows what he wants, his enthusiasm for it can become virtually unkilla-
ble. The kid is then transformed into a salesperson for that product or service. And he will nag his parent(s) until they submit to the whim. And in some families, there isn’t even any resistance. In many cases, it’s not the parents who are bringing kids to the Fair. It’s actually
kids who are bringing the parents! Showcase the Fair The best way to accomplish this is to have the school arrange buses and bring the
kids to the grounds in the morning hours before the fair opens. The kids are sectioned into manageable-sized groups and rotated around to a few stations by their teachers/ chaperones. They get a taste of a few things the fair has to offer, whetting their appe- tite for more. This way, you can expose yourself to hundreds (even thousands) of kids at a time. The kids will see livestock, get some education about animals/agriculture, experi- ence some entertainment and have a great experience. All in a couple of hours. Yet, they will also see all those rides and food stalls and other attractions that aren’t
yet open. They will want to come back. And they will tell their parents all about it. The Magic Formula Here’s the formula for establishing a “School Tour” program: 1. Select a couple of entertainment attractions that you are already paying to
be at your fairgrounds. Ask them to donate extra entertainment during the "School Tour Program." Shows don't need to be long….abbreviated shows are best (10 min). 2. Map out a route for the kids to follow. 3. Contact the schools in the local area and invite them to the Fair-
grounds for a field trip. Emphasize the educational benefits of showing kids the animals and/or agricultural displays. The school will provide their own bus and teachers to manage the groups. Indicate that this is a once/year opportunity for the kids to see what is happening in their community - with no gate admission - and to see the displays and the animals in a hands-on way. 4. When the groups arrive, have a fair board member direct them in a logi-
cal rotation. Attendance Booster The “School Tour Program” achieves outreach into the community. It achieves goodwill. It also provides education to the students. But, also, don’t forget – it will act as a very, very effective promotional action that will benefit attendance during regular hours. Providing a morning or two of school tours will inevitably result in HUNDREDS of
salespeople equipped to return home and sell your event to their families. Andthese salespeople, by their very nature, will be some of the most persistent and enthusiastic salespeople you could possibly have.
Wade Henry is an accomplished Free Stage and Strolling Entertainer. He has delivered over 8,000 performances in the past 20 years at hundreds of Fairs.
Belmont Magic & Illusions “Award Winning Showmanship”
belmontmagic@verizon.net—(609) 206-5244 41
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