Each season arrives with its own schedule of special events. Summer brings concerts, festivals, races, reunions, fairs—it’s a long list. Events attract first-time visitors and repeat visitors alike. What does that mean to your business? Nothing, if you don’t do something about it. And that something is marketing.
To successfully market to event-goers, there are a few things you must keep in mind. The first is that these people have come for the event. That means you need to 1.) offer something that fits with the event and 2.) demonstrate why what you offer is worth spending some extra time and energy.
Secondly, you don’t have much time to spare. The event-goer will be focused on what they came for—the event. That means that the best place to reach that customers is at the event or through the media they’ll be using related to the event.
Thirdly, people who come to town for an event are likely to return to Oshkosh again. You should consider each event-goer to be a possible return customer.
Keeping these things in mind, here are some tactics you might consider to make the most out of the increase in traffic from summer events.
The Oshkosh CVB works hard to sell to event-goers on the idea of taking some time before or after an event to explore all that Oshkosh has to offer. The CVB sees each event as an opportunity to bring tourism dollars to local businesses, and the messaging of the CVB’s marketing includes the community’s shops, restaurants, museums and other attractions.