“Relationships like that keep us a viable financial option,” said Ferris.
Moving beyond traditional TV, radio and print advertising, Ferris said that the fair is now incorporating digital marketing efforts, which “create affordable opportunities for business owners, enabling them to spread their marketing dollars.”
Historically, sponsorships have been in the $5,000 to $10,000 range, but now lower-cost sponsorships are available, noted Ferris. And because marketing options are diverse, the most important part of marketing is relationship-building, he added.
“Nurture [relationships], help them grow, make them richer,” Ferris stated.
As an example, he said that the fair’s equestrian team court is visible not just at the fair, but year-round, such as at Dozer Days. The fair also has a Facebook page, which supports other business’ social media pages. Ferris said the fair’s page is the fourth strongest non-governmental page in Clark County, with up to 200,000 views in a single month.
“Having a year-long conversation with the community is important,” said Ferris. “It’s a way to stay relevant.”
In response to some of that conversation, the fair is bringing back free concerts in the grandstand this year.
“That has been one of the messages that we’ve been getting from the county,” said Ferris. “Networking is one of the cornerstones for our program.”
The Clark County Fair kicks off today and runs through August 11 at the Clark County Fair Grounds in Ridgefield.
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