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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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go to visit www.carmensognonvi.com/newsletter Thanks for watching. Have you ever tried marketing
your local business at a street fair? If so, I’d love to hear your tips.