My New Business: Annual Planning, Promotion, and Customer Acquisition via Fairs, Events, and Markets

Starting a new business is an exhilarating journey filled with opportunities, creativity, and the promise of growth. Once you've set the foundation with a website, established a social media presence, and shared the news with friends and family, it's time to focus on promotion to foster growth. Cultivating a physical presence is crucial for stimulating customer acquisition and effective marketing for a brand-new business. In this blog, I will delve into various strategies for annual planning, promotion, and customer acquisition through fairs, events, and markets.

Introduction

Venturing into the world of entrepreneurship, particularly with a new business, requires more than just having a great product or service. It demands strategic planning and promotion to attract and retain customers. One of the most effective ways to achieve this is by establishing a physical presence at local fairs, events, and markets. This approach not only provides direct access to potential customers but also offers invaluable networking opportunities and insights into market trends.

Annual Planning for Success

Creating a Calendar

The first step in your annual planning is to create a calendar. This can be done using Excel, Word, or any platform you find comfortable. A well-organized calendar will serve as your roadmap for the year, helping you plan and allocate resources effectively.

Booking Events Early

I spent an entire day browsing Facebook, local "What's On" listings, and emailing event organisers. By the end of the day, I had secured spots at nearly thirty events. The key takeaway here is to book events early, ideally starting in January or February. Places fill up quickly, but don't hesitate to inquire about available slots even if you're late. Organisers may have last-minute openings due to cancellations.

Budget Considerations

When selecting events, be mindful of your budget. As a new business, it's often more feasible to attend smaller fairs and events, where daily costs average around £20/£30, rather than committing to expensive festivals that could strain your finances. This approach allows you to manage stock levels and focus on gaining experience in face-to-face sales.

Promotion Strategies

Building Your Presence

Renting a market stall offers a fantastic introduction to promoting your business. It's essential to have a strong social media presence and an engaging website. Utilise these platforms to announce your participation in upcoming events. Create a calendar of events on your website and social media pages to keep your audience informed about where they can find you.

Networking and Engagement

Actively engage with local fair and event organisers through social media. Send messages or emails expressing interest and asking for details. Include links to your social media pages, website, and some captivating images of your products or services. This not only shows your enthusiasm but also provides organisers with the materials they need to promote you.

Leveraging Event Listings

When an event is full, request to be placed on a waiting list or subscribe to newsletters for updates. It’s a great way to stay informed and seize last-minute opportunities. Aim to participate in two or three events a month. This frequency provides a balance between active engagement and time to recharge or explore other opportunities throughout the year.

Customer Acquisition through Fairs, Events, and Markets

Maximising Event Impact

To make the most of your event participation, conduct a mock-up of your stall before your first outing. This practice run will help you plan the layout for maximum product visibility and streamline your setup process. At the event, focus on selling, promoting, and networking rather than adjusting your display.

Creating Memorable Experiences

Your physical presence at events is an opportunity to create memorable experiences for customers. Offer personalised interactions, answer questions, and provide demonstrations if applicable. The goal is to leave a lasting impression that encourages customers to return and spread the word about your business.

Don’t forget to take photos of your set up, they’re great for your social media and if you’re feeling brave, why not do a live stream for a few minutes? The more you do, the more your business will flourish.

Collecting Feedback and Data

Take advantage of the face-to-face interaction to gather feedback from customers. Ask questions about their preferences and experiences with your product or service. This data is invaluable for refining your offerings and marketing strategies. Consider offering a small incentive, such as a discount or free sample, in exchange for completing a brief survey.

Conclusion

In the ever-evolving landscape of business, standing out requires a blend of strategic planning, effective promotion, and customer engagement. By leveraging fairs, events, and markets, you can establish a physical presence that fosters growth and customer acquisition. Remember to plan meticulously, engage authentically, and continuously adapt to feedback and trends. With time and dedication, your new business will not only thrive but also create a loyal customer base eager to support your journey.

Embarking on this adventure demands effort, but the rewards of seeing your business grow and succeed make it all worthwhile. Happy planning and promoting!