The magic of social media is all about taking your same-old features and benefits and turning them into authentic, desirable, eye-pleasing experiences. So it’s no surprise that even something as old-timey and “been there, done that” as a state fair can knock social outta the park. Bright lights, colorful rides, cute animals, artisanal goodies — it’s an Instagrammer’s dream. When you’re ramping up your turnstile marketing program (marketing optimized for admission-based brands), Instagram should be an ace in your sleeve.
But as any marketer will tell you, social magic is not effortless. When it’s right, it just looks that way. The difference between a kick-butt feed and one that’s just “meh” depends on how you use that great content that’s right at your fingertips. So grab a notepad and lean in: we’re taking a look at why these three fairs are killing it — and how you can, too.
Everything’s bigger in Texas, and this fair is no exception. It had 2.5 million visitors in 2016 alone. A lot of that can be credited to a robust year-round social presence, but what’s really smart is their leverage of Texan pride through user-generated content (UGC). By literally bringing their users into the picture, they simultaneously encourage social media sharing and convey trust and authenticity. The key here is careful selection of the photos they re-gram: they have to be Insta-worthy in order to share.
They take it a step further (no pun intended) with the “Big Tex Boot Design Contest.” Fair fans submit their designs for the iconic statue’s boots, and the winner gets their design placed on Big Tex in time for the fair. This gets buzz going while the audience campaigns for their favorite. And, the fair expands their reach by snagging emails through the voting process. Then, of course, there’s Big Tex himself — a social photo-op if ever there was one. Well played, State Fair of Texas.
This fair’s social game is strong — and hits all the sweet spots. It’s also known the Great Minnesota Get-Together, a concept fully supported by their social media. Minnesota honed their voice to a tee with inclusive copy that sounds more like a clever, fun friend rather than a state fair. Then there’s the visual component: a perfect mix of crisp, professionally-shot photos, smartphone pics done right, retro throwbacks, UGC, and fully-branded marketing messages. And their content strategy is spot on: they dole out a copious amount of eye candy before throwing in those branded messages, which keeps their followers following.
The name of the game here is consistency. Iowa’s campaign follows through from social to traditional media effortlessly which is a pretty strong feat, given that social media users will sniff out a pitch and walk in the other direction with a quickness. “Nothing Compares” is the concept, and it pays off over and over again. Extra points granted for user engagement: the Iowa State Fair knows how to run a contest — and how to get their users commenting.
Turnstile marketing for fairs, in particular, is an interesting enterprise. It’s a long game played for a short window. Most people don’t pay much mind to their state fairs in the offseason, but social media is a year-round addiction. While there’s a definite ramp-up period, fairs need to continue to nurture their relationships with their audience no matter the time of year. There’s also the added element of staying on in front of your followers, regardless of ever-changing social media algorithms.
Smart strategies, like the ones above, engage your customers, increase awareness, and create a community of advocates for your brand. And even smarter strategies include consistent traditional marketing executions as well. We should know — we’re no strangers to state fair marketing. Our award-winning campaigns for The Big E are just a part of our turnstile marketing expertise. Want to see more turnstile marketing magic? Stay tuned to this blog — or better yet, give us a call and get started today.