According to the International Association of Fairs & Expositions, there are over 3,200 fairs in North America each year. That’s not including the tens of thousands of local church carnivals, bazaars, festivals, concerts, and other special events, many of which are crammed into a 3- to 4-month time frame.

So how can you help your fair stand out from the crowd? It’s a delicate balance of capitalizing on the consistent features that make fairs a beloved tradition while simultaneously trying to convince consumers that you’re not like every other fair.

With these goals in mind, marketing strategies for fairs should be broken down into two important steps:

Step 1: Embrace Your “Fair-ness.” Whether you’ve come for the fried food, the rides, a concert, or to buy a new turnip peeler – what’s unique about a fair versus other attractions is that you have access to all of these things – plus much more – in one trip.

That’s not to say you should be running 60-second radio spots that list every single tractor pull and ice cream stand. Instead, find strategic opportunities to highlight different features and entertainment acts that can only be found at your fair throughout your marketing mix. A great tool for accomplishing this is tags at the end of radio or TV spots. Digital billboards also allow you to focus on the specifics, while you use other media for your broader brand message.

Step 2: Find Your USP. Most fairs are built upon an agricultural history, and over the years have enhanced the visitor experience with some mix of food, rides, games, and entertainment. This consistent offering is what makes fairs a staple of American culture, but it’s also the downfall for those that fail to identify their unique selling point. Not all fairs are created equal, and your marketing needs get that across.

With so many events crammed into the upcoming fair season, your potential visitors might only hit up one fair per month, if not per year. Their deciding factor could be based on a particular musical act, a new food offering, or even a favorite ride. So find something that only your fair can offer, and own it. Maybe you’re the only fair in your state with a demolition derby, or a scale model of the Eiffel Tower made of cheddar cheese. Whatever it is, remind consumers that your fair is the only place they can see, eat, hear, or ride that unique thing.

The sheer number of annual fairs is a testament to America’s love for these events. Embrace all the traditions that make your fair great, and be sure to promote the special features that make your fair the best.