- \n
- increase foot traffic<\/li>\n\n\n\n
- boost brand awareness<\/li>\n\n\n\n
- ultimately drive sales<\/li>\n<\/ul>\n\n\n\n
Whether you’re a boutique shop, a cozy cafe or a burgeoning startup, opportunities abound when it comes to events and the local marketing surrounding them. <\/p>\n\n\n\n
What is local marketing? <\/h2>\n\n\n\n
Local marketing<\/strong> is the strategic process of promoting your business within a specific geographic area, typically near your physical storefront or service location. <\/p>\n\n\n\n
Unlike broad-scale marketing aimed at global or national audiences, local marketing targets individuals within your immediate community<\/strong>\u2014whether it\u2019s locals or visitors passing by your brick-and-mortar store. When marketing locally, you’re not aiming to be the talk of the town in Tokyo or London. You’re focused on becoming the go-to spot for people just around the corner. <\/p>\n\n\n\n
It’s about being right there when they need you, whether it’s for a quick coffee fix or a last-minute gift. <\/p>\n\n\n\n
Why is local marketing important to small businesses during events?<\/h2>\n\n\n\n
Local marketing during events is a game-changer for small businesses:<\/p>\n\n\n\n
- \n
- Increased foot traffic:<\/strong> Engage in local marketing activities during events to attract more people to your storefront, increasing foot traffic and potential customers.<\/li>\n\n\n\n
- Competitive edge:<\/strong> By focusing on local marketing during events, small businesses differentiate themselves from larger competitors and stand out in the crowds.<\/li>\n\n\n\n
- Opportunities for partnerships: <\/strong>Events provide a prime opportunity for small businesses to collaborate with other local vendors or organizations, expanding their reach within the community by creating mutually beneficial partnerships.<\/li>\n\n\n\n
- Sales boost: <\/strong>With increased visibility and community engagement, local marketing efforts during events can boost sales and revenue for small businesses, capitalizing on the heightened interest and enthusiasm of event attendees.<\/li>\n<\/ul>\n\n\n\n
Small businesses should keep an eye out for upcoming events in their area and adapt their marketing strategies accordingly. Ramp up local marketing efforts before, during and <\/em>immediately after the event. Who knows, some visitors might decide to extend their stay for an extra day to explore the city before heading home.<\/p>\n\n\n\n
10 offline marketing strategies to increase foot traffic during large and small events<\/h2>\n\n\n\n
Jump to:<\/p>\n\n\n\n
- \n
- Local marketing strategies for large events<\/a> <\/li>\n\n\n\n
- Local marketing for events on the smaller side<\/a><\/li>\n<\/ul>\n\n\n\n
Local marketing strategies for large events <\/h2>\n\n\n\n
With large, well-known events drawing in crowds by the thousands, it can feel like an uphill battle for small businesses operating on a limited budget to secure direct collaborations. Often, the cost of such partnerships is prohibitive, and event organizers tend to favor larger corporations for sponsorship opportunities.<\/p>\n\n\n\n
But fear not, small business owners! While the spotlight may seem reserved for the big players, there are still plenty of local marketing strategies you can leverage to make your mark at these events. <\/p>\n\n\n\n
Note:<\/strong> The following local marketing strategies are equally effective for smaller-scale events, too. So, feel free to borrow them for upcoming events of any size! <\/p>\n\n\n\n
1. Stream the event at your venue<\/h3>\n\n\n\n
Streaming the event at your venue is a winning offline marketing strategy, especially for televised sports events. <\/p>\n\n\n\n
\nTip<\/strong><\/h4>\n<\/div><\/div>\n\n\n\n
\n<\/div>\n\n\n\n\nIf you’re a pub or bar seeking to seize the moment during major sporting spectacles like the Euro Cup, Super Bowl or the Olympics, consider this game-changing move. Invite fans who missed out on securing tickets to revel in the excitement while enjoying drinks and devouring your restaurant\u2019s delicacies.<\/p>\n<\/div>\n\n\n\n
<\/div>\n<\/div>\n\n\n\n<\/p>\n\n\n\n
![\"People](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_2000,h_1335,c_scale\/f_auto,q_auto\/v1711748706\/ideas-and-advice-prod\/blogadmin\/Depositphotos_230147458_L\/Depositphotos_230147458_L.jpg?_i=AA\")
<\/figure>\n\n\n\nA bar streaming a soccer match. Source: via Depositphotos<\/em><\/p>\n\n\n\n
But here’s the kicker: this strategy isn’t limited to sports events alone. A similar approach can prove to be equally effective during music festivals, events like Eurovision, festivals and concerts. Even though most music events don\u2019t get televised, unless it\u2019s a once-in-a-lifetime show from an ultra-large celebrity or\u2014well\u2014Eurovision, you can still make your venue a mecca for the fans.<\/p>\n\n\n\n
Here are a few ideas on how you can promote your small business to music fans and boost your financial results: <\/p>\n\n\n\n
- \n
- Launch a series of karaoke nights<\/strong>, whether a single event or a recurring feature, spotlighting the artist’s iconic songs. It serves as a spirited warm-up before the concert or a nostalgic session right after the event wraps up.<\/li>\n\n\n\n
- Dive into the artist’s legacy with a dedicated trivia night<\/strong>, tailor-made for die-hard fans. This gem of an idea truly shines when the artist boasts an active and expansive fanbase. Think Taylor Swift, Beyonc\u00e9, Harry Styles, The Weeknd and beyond.<\/li>\n\n\n\n
- Add an extra dimension to the festivities by screening artists or the festival\u2019s official after-movie<\/strong>. It’s a cinematic touch that elevates the overall experience for attendees.<\/li>\n<\/ul>\n\n\n\n
2. Develop an event-themed selection of goods you offer<\/h3>\n\n\n\n
This offline marketing strategy is particularly great for small businesses in the restaurant or broader hospitality industry. <\/p>\n\n\n\n
Connect your business to the event and attract event attendees with special offers like:<\/p>\n\n\n\n
- \n
- Add event-themed specials<\/strong> to your menu for a limited time. Give attendees a taste of something unique to the occasion.<\/li>\n\n\n\n
- Create dining experiences <\/strong>that cater to event attendees’ preferences. Whether it’s quick bites for those on the go or leisurely meals for those looking to relax, tailor your offerings accordingly.<\/li>\n\n\n\n
- Decorate to match the event<\/strong> and make your business social media-worthy. <\/li>\n<\/ul>\n\n\n\n
![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1711748824\/ideas-and-advice-prod\/blogadmin\/MXMM187-Menu-Overview-Tile-Final-001_US-S\/MXMM187-Menu-Overview-Tile-Final-001_US-S.png?_i=AA\")
<\/figure>\n\n\n\nA menu with an event-themed special. Source: via <\/em>VistaPrint<\/em><\/a><\/p>\n\n\n\n
Even if your small business doesn’t fall into the realm of eateries or bars, there’s room to seize the event’s potential. Consider broadening your product range with limited-time offers tailored to the event to maximize your impact. <\/p>\n\n\n\n
The easiest way is to assemble event-specific bundles like “Essentials for your X EVENT<\/em><\/strong> experience.” For example, bundle up hats, sunscreen, fans and other must-haves for an outdoor summer event to beat the heat and enhance the event attendees\u2019 experience.<\/p>\n\n\n\n
3. Offer discounts for event attendees <\/h3>\n\n\n\n
If your small business happens to snag a spot right at the entrance of the event venue, consider yourself in luck. With convenience on your side, you won’t need to break a sweat trying to stand out from competitors to attract new customers. They’ll naturally gravitate towards you, drawn by the sheer ease of access.<\/p>\n\n\n\n
But what if you’re not blessed with such prime real estate? Don\u2019t give up just yet. With a little ingenuity, you can still capture the attention of event attendees and entice them to seek out your business.<\/p>\n\n\n\n
Dare to be different.<\/strong> Set yourself apart from the competition and pique the interest of potential customers among the event crowd. Offer exclusive discounts tailored for event attendees to capitalize on the surge of visitors flooding the area.<\/p>\n\n\n\n
![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1800,h_1000,c_scale\/f_auto,q_auto\/v1711748906\/ideas-and-advice-prod\/blogadmin\/Flyers-and-posters_\/Flyers-and-posters_.jpg?_i=AA\")
<\/figure>\n\n\n\nA special discount for event attendees. Source: via VistaPrin<\/a><\/em>t<\/em><\/a><\/p>\n\n\n\n
A real-life example of this local marketing strategy in action\u2026<\/strong><\/p>\n\n\n\n
At WebSummit, an annual IT conference that draws over 75 thousand attendees to Lisbon, Portugal, businesses big and small kick into high gear, all eager to lure in as many visitors as possible. Confident in the payoff despite slashing prices, these savvy establishments roll out the red carpet with enticing discounts and special offers exclusively for event attendees.<\/p>\n\n\n\n
In 2023, Sephora, conveniently located near the event venue, made a splash by extending a generous 30% discount on selected items to anyone flashing their event pass. This irresistible deal not only attracted crowds of shoppers but also transformed Sephora into a hotspot for event-goers looking to indulge in a bit of retail therapy amidst the conference chaos.<\/p>\n\n\n\n
Meanwhile, bars and restaurants across the city geared up for the post-event party scene, ready to keep the good times rolling long after the WebSummit Night party had wrapped up. Anticipating the influx of professionals keen on unwinding and networking<\/a>, they cooked up special packages tailored for large groups, ensuring every attendee had a night to remember.<\/p>\n\n\n\n
4. Sticker bombing near the event venue<\/h3>\n\n\n\n
Looking for a cost-effective yet incredibly potent method to elevate your small business’s brand awareness and drive more foot traffic to your brick-and-mortar store? <\/p>\n\n\n\n
Enter <\/strong>sticker bombing<\/strong><\/a>. <\/strong><\/p>\n\n\n\n
By creating eye-catching stickers<\/a> adorned with your brand’s logo<\/a> or message (don’t forget to generate a QR code<\/a> and include it in your sticker design for easy access to additional information), you can strategically hand them out around the event venue, ensuring that your brand gets noticed by attendees. <\/p>\n\n\n\n
![\"Grabb](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1951,h_1078,c_scale\/f_auto,q_auto\/v1711749000\/ideas-and-advice-prod\/blogadmin\/local-marketing-harles\/local-marketing-harles.jpeg?_i=AA\")
<\/figure>\n\n\n\nA sticker promoting an app. Source: by <\/em>harles .<\/em><\/a> via 99designs by Vista<\/em><\/p>\n\n\n\n
It’s a simple yet powerful tactic that leaves a lasting impression and generates buzz around your small business.<\/p>\n\n\n\n
<\/div><\/div>\n\n\n\n\n<\/div>\n\n\n\n\nPrint custom stickers<\/a> with VistaPrint<\/p>\n<\/div>\n\n\n\n
<\/div>\n<\/div>\n\n\n\n<\/p>\n\n\n\n
5. Posters in the neighborhood<\/h3>\n\n\n\n
Sometimes, the classics are classics for a reason. Enter the good old poster<\/a>\u2014an offline marketing staple that never goes out of style. Create a visually striking poster<\/a> and hang copies<\/a> all over the streets surrounding the event venue. But make sure you comply with local regulations and apply for permits if necessary!<\/p>\n\n\n\n
\n\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_scale\/f_auto,q_auto\/v1711749084\/ideas-and-advice-prod\/blogadmin\/local-marketing-Jose\/local-marketing-Jose.jpeg?_i=AA\")
<\/figure>\n\n\n\nA food delivery service poster design. Source: by <\/em>Jose Antonio Varela<\/em><\/a> via 99designs by Vista<\/em><\/p>\n<\/div>\n\n\n\n
\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_961,h_961,c_fill,g_auto\/f_auto,q_auto\/v1711749143\/ideas-and-advice-prod\/blogadmin\/local-marketing-rendydjox\/local-marketing-rendydjox.jpeg?_i=AA\")
<\/figure>\n\n\n\nPromotional poster design for a restaurant. Source: by <\/em>rendydjox<\/em><\/a> via 99designs by Vista<\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n
<\/p>\n\n\n\n
\n<\/div>\n\n\n\n\nPrint custom posters<\/a> that make a difference with VistaPrint<\/p>\n<\/div>\n\n\n\n
<\/div>\n<\/div>\n\n\n\n<\/p>\n\n\n\n
6. Guerrilla marketing tactics close to the location<\/h3>\n\n\n\n
When it comes to making a splash in the realm of local marketing, sometimes it pays to think outside the box. With limited funds but unlimited creativity, make waves using guerrilla marketing tactics\u2014a bold and unconventional approach that thrives on creativity and surprise. <\/p>\n\n\n\n
- \n
- Human billboards:<\/strong> Hire individuals to wear sandwich boards<\/a> or costumes promoting your business near the event venue. Make it attention-grabbing and interactive to encourage engagement.<\/li>\n\n\n\n
- Fake celebrity sightings: <\/strong>Stage fake celebrity sightings near the venue, with actors dressed as popular athletes or sports personalities interacting with the crowd and promoting your brand.<\/li>\n\n\n\n
- Urban art installations: <\/strong>Create temporary art installations or sculptures related to the event theme and subtly incorporate your brand message. Think creatively to spark conversation and intrigue among passersby.<\/li>\n\n\n\n
- Ambush marketing stunts:<\/strong> Execute daring ambush marketing stunts that play off the event’s hype without directly associating with it. <\/li>\n<\/ul>\n\n\n\n
Beware, though. <\/strong>Get creative and be tactful in order to sidestep any legal hurdles while still making a big impact. After all, you wouldn’t want to find yourself in Vodafone’s shoes, where a guerrilla marketing campaign turned sour.<\/p>\n\n\n\n
Back in 2002, Vodafone rolled out a guerrilla marketing campaign that aimed to make a splash but ended up falling flat. The unconventional tactic? Two streakers racing across a rugby field during the Bledisloe Cup decider match in Sydney, Australia, with “Vodafone” boldly written on their bare bodies. Eek. <\/p>\n\n\n\n
But\u2026there are positive examples, too. <\/p>\n\n\n\n
A real-life example of this local marketing strategy in action<\/strong><\/p>\n\n\n\n
During an SXSW event, the creators of the Good Omens<\/em> series orchestrated a stellar guerrilla marketing campaign. Characters from the show roamed the streets, engaging in lively performances and interactions. This immersive experience captivated festival-goers and sparked anticipation ahead of the series release.<\/p>\n\n\n\n
Local marketing for events on the smaller side<\/h2>\n\n\n\n
While big events often attract the most new customers for small businesses, you don’t have to sit around waiting for the next Olympics or Taylor Swift concert in your town. Small-scale events offer ample opportunity for experimentation with local marketing strategies. Sometimes, these smaller events can be just as, if not more, lucrative in terms of revenue generated.<\/p>\n\n\n\n
7. Partner with or sponsor the event<\/h3>\n\n\n\n
Team up with smaller events by becoming a sponsor. Whether it’s offering financial support or providing goods and services, sponsoring events gives small businesses valuable exposure to attendees. It’s a straightforward way to boost local visibility and build positive associations with your brand.<\/p>\n\n\n\n
8. Set up a booth at the event and give away branded swag<\/h3>\n\n\n\n
Secure a spot at the event by setting up a booth. This direct presence allows small businesses to engage with attendees face-to-face, showcasing products or services and forging personal connections. <\/p>\n\n\n\n
Besides, if you set up a booth at the event, you can give away branded merchandise<\/a>, like custom pens<\/a>, keychains<\/a> or tote bags<\/a>. By doing that, you provide leads with a tangible memory of your brand, increasing the likelihood of them remembering and engaging with your business in the future.<\/p>\n\n\n\n
![\"Branded](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1800,h_1000,c_scale\/f_auto,q_auto\/v1711749298\/ideas-and-advice-prod\/blogadmin\/Flyers-and-posters_2-1\/Flyers-and-posters_2-1.jpg?_i=AA\")
<\/figure>\n\n\n\nBranded swag at an event. Source: via <\/em>Vistaprint<\/em><\/a><\/p>\n\n\n\n
9. Host an interactive experience or a popup at the venue <\/h3>\n\n\n\n
Elevate your presence at the venue by hosting an interactive experience or popup. These engaging activities don’t have to break the bank for small businesses. Here are a few budget-friendly ideas:<\/p>\n\n\n\n
- \n
- DIY workshops: <\/strong>Offer simple DIY workshops related to your products or services. For example, if you run a craft store, host a workshop where attendees can create their own personalized keychains or greeting cards.<\/li>\n\n\n\n
- Photo booths: <\/strong>Set up a photo booth with props and backdrops that align with your brand. Encourage attendees to snap fun photos and share them on social media, spreading awareness of your business online.<\/li>\n\n\n\n
- Interactive games: <\/strong>Create simple interactive games or challenges related to your business. For instance, if you own a fitness studio, set up a mini obstacle course or fitness challenge for attendees to participate in.<\/li>\n<\/ul>\n\n\n\n
10. Send direct mail to event attendees<\/h3>\n\n\n\n
Don’t miss the chance to connect with event attendees directly through targeted mail campaigns<\/a>. Craft personalized messages that resonate with recipients\u2014offer exclusive promotions or discounts to entice them to visit your business post-event. Make your mail stand out with eye-catching design<\/a> elements and compelling content that highlights the value of engaging with your brand. <\/p>\n\n\n\n
![\"Direct](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1600,h_1200,c_scale\/f_auto,q_auto\/v1711749407\/ideas-and-advice-prod\/blogadmin\/local-marketing-CheekyCreative_1333446b8a\/local-marketing-CheekyCreative_1333446b8a.jpeg?_i=AA\")
<\/figure>\n\n\n\nDirect mail box design. Source: by <\/em>Cheeky<\/em><\/a> <\/a><\/em>Creative<\/em><\/a> via 99designs by Vista<\/em><\/p>\n\n\n\n
Bridge the gap between offline and online local marketing <\/h2>\n\n\n\n
In the fast-paced world of local marketing during events, merging traditional offline tactics with digital ones<\/a> is key for small businesses to shine. By combining direct mail and interactive experiences with PPC advertising and social media, you’re not just engaging event attendees\u2014you’re dominating the local scene. <\/p>\n\n\n\n
It’s the perfect recipe to make your mark and reap the rewards of offline marketing during events big and small.<\/p>\n\n\n\n
\n \n\n\n\n Ready to get started? <\/div>\n\n\n Explore all your print marketing options today. <\/div>\n <\/div>\n\n - Photo booths: <\/strong>Set up a photo booth with props and backdrops that align with your brand. Encourage attendees to snap fun photos and share them on social media, spreading awareness of your business online.<\/li>\n\n\n\n
- Fake celebrity sightings: <\/strong>Stage fake celebrity sightings near the venue, with actors dressed as popular athletes or sports personalities interacting with the crowd and promoting your brand.<\/li>\n\n\n\n
- Create dining experiences <\/strong>that cater to event attendees’ preferences. Whether it’s quick bites for those on the go or leisurely meals for those looking to relax, tailor your offerings accordingly.<\/li>\n\n\n\n
- Dive into the artist’s legacy with a dedicated trivia night<\/strong>, tailor-made for die-hard fans. This gem of an idea truly shines when the artist boasts an active and expansive fanbase. Think Taylor Swift, Beyonc\u00e9, Harry Styles, The Weeknd and beyond.<\/li>\n\n\n\n
- Local marketing for events on the smaller side<\/a><\/li>\n<\/ul>\n\n\n\n
- Competitive edge:<\/strong> By focusing on local marketing during events, small businesses differentiate themselves from larger competitors and stand out in the crowds.<\/li>\n\n\n\n
- Increased foot traffic:<\/strong> Engage in local marketing activities during events to attract more people to your storefront, increasing foot traffic and potential customers.<\/li>\n\n\n\n