Festival & Event Marketing Case Study
The Saratoga County Fair is a six-day event that takes place in Ballston Spa, NY every July. Fairgoers of all ages can enjoy rides and games, live entertainment, one-of-a-kind food and beverages, and a menagerie of animals.
The fair was looking for a way to reach first-time fairgoers and attract past attendees who may not have been to the annual event in awhile. We took a comprehensive, content-focused approach to reach potential fairgoers online, on social media, and in their inboxes.
The Results
- 1,416,598 Total Campaign Impressions
- 290,068 Facebook Impressions
- 1,063,444 Display Ad Impressions
Using A Comprehensive Approach To Reach Prospective Fairgoers
Although the fair didn’t take place until July, we started the marketing campaign in February by listing the fair’s date and basic details on our regional event calendars. In the two months leading up to the fair, we published 10 customized articles, 15 Facebook promotions, 5 newsletter features, and a series of display ads on five of our regional websites (including Saratoga.com, Albany.com, and GlensFalls.com). The last piece of the promotional puzzle came in the form of a Facebook live video that was filmed on Opening Day. By pushing different content to our website visitors, social media followers, and newsletter subscribers, we were able to inform tens of thousands of locals and tourists about the fair.