Written by: Kimberly Farmer | The Center for Professional Development

The state fair was a happening place, and I had my heart set on a KY Pork Producers’ BBQ sandwich and a funnel cake! As I was searching for “fair food,” I walked down a street of busy food vendors and suddenly realized that it was awkwardly quiet. I was standing in front of a new vendor whom no one knew and no one was trying. Everyone was passing them by without a second glance. The food these “new guys” were offering was probably wonderful, but who would know, because in the chaos and fun of a fair, most people aren’t looking for professional signage, trendy images, and glossy finishes. Hungry nostalgia seekers want flying flags, the smell of fried stuff, and big words that say exactly which recognizable food is being sold there. Are you reaching the right people? Not the people you want to be your customers, but the people who already want what you offer (or will want it as soon as they know who you are and what you do). Whether you are creating a flyer in the office or having embarking on a marketing campaign, pay attention to the following areas as you intentionally prepare to target the correct audience.

DEMOGRAPHICS – Find out some specifics about your audience, and then go after them. Know their genders, ages, locations, and other interests. Consider who they are and how they should best be approached, before you set out to spend money on advertising or vendor fees.

SOCIAL MEDIA – Take advantage of social media when learning more about what your target audience is wanting and expecting. Get [free] feedback. Growing your followers through social media and email is critical, so give it attention.

FIGURING IT OUT – If it’s not broke, don’t fix it. If you are already having success with online sales, don’t drop it completely to start your brick and mortar store. And if you are having success at the weekend farmer’s market, don’t stop cold turkey to begin something else. Take care of the customers you have, and do your best to keep repeat business.

GENERATE EXCITEMENT – Even if you feel like your business is moving more at the speed of a canoe than a rocket ship right now, your attitude should be super positive in your advertising, social media, and person-to-person contact. People like being part of something that is taking off and something that everyone is wanting in on, so give them that atmosphere.