IMAGE: FOTOKOSTIC/
ISTOCKPHOTO.COM
EVENTS – Boosting support
Loss leaders
The Chartered Institute of Marketing defines a loss leader as ‘a product offered at cost price or less to increase store traffic. The aim is that once the customer has purchased the loss leader product, they will be tempted to buy other products priced to make a profit’. This logic can be applied to your fair too – don’t be afraid to spend money to draw the crowds and keep people at your event for longer. When paying for an attraction, consider whether it will create enough excitement to justify the outlay.
Crowd pleasers
What can you do to encourage visitors through the gates at your summer fair? Here are our favourite ways to increase footfall
Performances If your school has a choir or an
orchestra, ask if they can perform at the fair, or draw on the talents of after-school clubs. Getting the kids involved will encourage their friends and families to attend too. Ask local dance schools, fitness
clubs or martial arts clubs if they’d be willing to put on a show in exchange for publicity. ‘We’ve held a sponsored teachers’ dance at our past two summer fairs,’ says Sarah Everson, secretary, Halsford Park PTA, East Grinstead, West Sussex (415 pupils). ‘Watching the teachers performing is a great way to encourage the attendance of pupils, who want to see their teachers in a different light!’
Entertainment Invite a local magician, caricature
artist or children’s entertainer to attend your event. Suggest they hold
a short taster session in return for advertising their business in your PTA newsletter or putting flyers in book bags. If possible, try to tie the entertainment into the theme of your fair: for example, a seaside event might have a Punch and Judy show.
Games Many schools already own lots of
games that can be used at no extra cost. A sandpit will keep younger children busy, and older kids will love garden games such as giant Connect 4 or chess. Set up a football goal where supervised children can play. If the school doesn’t have any games, ask the parent community for loans or donations.
Quizzes and trails Encourage people to visit as many
stalls or attractions as possible by setting up a treasure hunt or trail
around the fair. Children can search for letters to make up an anagram, or how about picture clues? Offer a small reward for correct answers and completed treasure hunt sheets.
Animals Offer local wildlife rescue charities
a free stall at the fair, where they can raise awareness about their work and sell merchandise. In return, they can bring along a couple of animals for visitors to see. Make sure any necessary insurances and licences are in place, and that the animals’ welfare is taken into account.
Fair entry Make your fair free to attend! If
you’re worried about losing money, a donation bucket at the entrance may collect as much as a nominal entry fee. Jess Muirhead from Holly Lodge Primary Academy’s School Association in Ash Vale, Surrey (415 pupils) says: ‘We used to charge adults 50p but changed to donations at the last fair and took a similar sum. It feels fairer – those who can, often donate more, and those who can’t get to save their pennies for the games.’
Unusual activities Headline attractions such as roller
rinks, inflatables or climbing walls may be costly to hire, but they can prove a huge draw, especially if you don’t have anything similar nearby. Speak to hire companies to see if you can agree to split the proceeds rather than pay a fixed fee.
pta.co.uk SUMMER 2020 37
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
