The 7 Do’s and Don’ts of Marketing Your Local Business at a Street Fair

Transcript

Hi, I’m Carmen Sognonvi. One of the best ways to get new customers for your local business is to set up a promotional booth at a local street fair.

But how exactly do you turn those street fair attendees into paying customers?

Keep watching to find out.

In this video, I’m going to share with you my list of 7 do’s and don’ts when it comes to marketing your business at a street fair.

1. DON’T go for exposure

If all you’re going to do at this street fair is hand out flyers to give your business some “exposure,” you might as well stay home.

Exposure is a game for big businesses.

What small businesses like ours need are actual paying customers.

And the best way to get paying customers is to generate leads.

1. DO collect leads

Your number one goal at this street fair should be to collect as many leads as you possibly can by giving something away for free.

For each lead, make sure you get their full name, phone number, and email address.

2. DON’T give away tchotchkes

We made this mistake the first year we opened Urban Martial Arts.

We spent a few hundred dollars printing up tote bags with our logo on it and gave them away at a street fair in exchange for people’s contact info.

We ended up with a big list of leads, which was good.

But when we followed up, we realized that a lot of them had zero interest in martial arts classes.

All they wanted was a free bag.

2. DO give away trials

Giving away stuff like pens and notebooks is just going to attract freeloaders.

If you want to attract prospects who’ll turn into actual paying customers, offer them a free trial of your product or service.

If you own a dance school, give away a free week of classes.

If you own a restaurant, give away a free appetizer when they buy an entree.

Just make sure that they can only receive the offer if they give you their contact information.

3. DON’T just stay at your booth

Don’t make the mistake of just sitting at your table and waiting for people to come up to you.

3. DO walk around the entire street fair

Make sure you always have at least two people working the street fair.

While the other person stays at the table, you should walk around with a clipboard, collecting leads.

Go up to people and introduce yourself.

Let them know what you’re giving away that day and if they’re interested, jot their contact info on your clipboard and give them a flyer.

You’ll easily double or even triple the number of leads you collect by doing it this way.

4. DON’T pursue anyone with a pulse

Remember that your goal isn’t to collect as many names, phone numbers and emails as possible.

Your goal is to generate leads that will turn into paying customers.

So be picky. Don’t just go after anyone with a pulse.

4. DO segment your leads right away

As you collect people’s contact info, jot down a few notes to yourself.

If you spoke to someone who seemed especially eager, put a star next to their name so you remember to call them first.

If you met someone who seemed like a nightmare client, cross them off your list. Why put yourself through the agony of dealing with a jerk?

The earlier you can start qualifying your prospects, the better results you’ll see when you follow up.

5. DON’T be a wallflower

If you want to market your local business effectively at a street fair, you have to make yourself stand out.

5. DO attract attention to yourself

There are lots of tricks you can use to make people notice your booth at a street fair.

Play loud music.

Have a prize wheel.

Hire someone to dress as a mascot.

Remember: The more attention you can draw to yourself, the more leads you’re likely to collect.

6. DON’T be a stranger

Make it obvious which business you’re representing.

No one should be wondering which company you’re with!

6. DO promote your brand

Everything you bring to the street fair should have your logo plastered all over it.

Wear T-shirts with your logo and URL big and bold.

Bring a banner that’s got a huge logo.

IF you can afford it, get a custom pop-up tent made with your logo and URL.

People should be able to tell from half a block away exactly who you are and what you do.

7. DON’T let your leads gather dust

What’s worse than collecting no leads at a street fair?

Collecting lots of them but never contacting anyone!

Trust me – I’ve fallen into that trap before.

More recently than I’d like to admit, actually, and I really regret it.

So learn from my mistakes.

7. DO follow up promptly and persistently

The longer you wait to call a lead, the less likely they’ll remember that they met you.

And the less like they’ll be to actually come in and try your product or service.

So make it a priority to call everyone the very next day.

If you don’t get through, keep trying that person every other day for at least 3 times.

After that, invite them to join your mailing list so you can reach out more passively through your email newsletter.

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Thanks for watching. Have you ever tried marketing your local business at a street fair? If so, I’d love to hear your tips.

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