Now themed fairs are gaining popularity: organic products, Kraft products, handmade, clothing, shoes and accessories, and food fairs. Manufacturers go closer to people, introduce their products, get feedback.
This is a cool format for promotion because people who are already interested in your product, in other words, your target audience, come to these events. All you have to do is reach out and there he is, a customer.
The disadvantages are that participation is expensive. You also need to prepare many products in advance, bring equipment, allocate people, arrange accommodation if necessary, etc. The weather can also have a significant impact on the result.
And here he comes to the fair. Your ideal customer. You see him from afar, because you have been selling your product personally for several years and you know what your typical customer looks like. Did he come here to evaluate, touch and try something new? “Oh, I don’t know a manufacturer like that yet” or “Oh, there’s such a line here, something must be good to give.” And he carries his reserved money to this fair to another manufacturer. Then he may feel uncomfortable approaching you to try something new if he can’t buy.
How can you evaluate the effectiveness of the fair and get a customer at the same time?
Give him a promo code.
For example: you prepare a special promo code, which gives a discount on the purchase on your site for a month from the date of the fair. After a month you take the statistics of orders on the site and filter all the orders with a promo code by indicators: revenue, number of orders, and average check.
Create a separate table where you collect data from all the events for the year, and see which was the most profitable (adjusted for the weather if the fair was held outdoors) in relation to the funds invested.
And generally advertise your website at the fair. It’s the only tool that will tell you more about your existing and potential customers. And it will keep you from losing new customers. The important thing is that the site is useful to both parties.