How Small Businesses Can Capitalize on Big Events Coming to Town

How Small Businesses Can Capitalize on Big Events Coming to Town

Big events, whether they’re sports tournaments, music festivals, conferences, or cultural celebrations, can bring a surge of visitors, energy, and economic activity to a town. For small businesses, these events represent a golden opportunity to boost visibility, attract new customers, and increase revenue. But with so much buzz and competition, how can your business stand out and make the most of these occasions? See below MAD Media's take on 8 key practical strategies to help you benefit from big events in your area.

1. Plan Ahead and Be Prepared

The key to success is preparation. As soon as you hear about an upcoming event, start planning how your business can align with it. Investigate the event's agenda, anticipated attendee numbers, and demographic information. This will help you tailor your offerings and marketing efforts to meet the needs of attendees.

• Stock Up: Ensure you have enough inventory to meet increased demand.
• Staffing: Consider hiring temporary staff or extending hours to accommodate the influx of customers.
• Promotions: Create special deals, discounts, or event-themed products/services to attract attention.

2. Leverage Local Partnerships

Collaborating with other local businesses or event organizers can amplify your reach. For example:

• Partner with nearby restaurants, hotels, or shops to create bundled offers or cross-promotions.
• Sponsor a part of the event or donate products/services in exchange for visibility.
• Join local business associations or chambers of commerce to stay informed and connected.

These partnerships not only increase your exposure but also strengthen your ties within the community.

3. Boost Your Local Presence

Big events often draw visitors from out of town, many of whom will initially rely on online searches to find local businesses. Make sure your business is easy to find:

• Update Your Website: Highlight any event-specific promotions or services.
• Social Media: Use platforms like Instagram, Facebook, and Twitter to promote your involvement in the event. Create event-related content, such as countdowns, behind-the-scenes posts, or live updates.
• Google My Business: Ensure your profile is up to date with accurate hours, location, and contact information.
• Advertise around town - MAD Media's digital billboards are located in high-traffic areas, making them the ideal platform to reach tens of thousands of visitors per day!

4. Create Event-Specific Offers

Attendees are often looking for unique experiences or deals tied to the event. Get creative with your offerings:

• Offer discounts or freebies to event ticket holders.
• Create limited-edition products or services inspired by the event.
• Host a pop-up shop or special event at your location to draw in crowds.

For example, if the event is a music festival, a café could offer a “Festival Fuel” breakfast combo, while a retail store could sell festival-themed merchandise.

5. Maximize Foot Traffic with Outdoor Advertising

If your business is located near the event venue, capitalize on the increased foot traffic by:

• Using eye-catching signage, banners, or window displays to attract attention.
• Consider investing in local billboard or digital advertising to reach a wider audience. MAD Media has digital billboards in many great locations - make a point of touching base with the team to discuss the options. (www.mad.nz/contact) worth having a chat with the team.
• Hand out flyers or coupons to passersby to encourage them to visit your store.

6. Engage with the Community

Big events are a chance to connect with both locals and visitors. Show your support for the event and the community:

• Volunteer or participate in the event to build goodwill.
• Share event-related content on your social media to show your enthusiasm.
• Offer a welcoming atmosphere for out-of-town visitors by providing helpful information, such as directions or recommendations.

7. Collect Data and Build Relationships

Use the event as an opportunity to grow your customer base by:

• Collecting contact information (with permission) through sign-ups, contests, or loyalty programs.
• Following up with new customers after the event to thank them and encourage repeat business.
• Ask for feedback to improve your offerings for future events.

8. Think Beyond the Event

The benefits of a big event don’t have to end when it’s over. Use the momentum to keep customers engaged by:

• Sharing photos or highlights from the event on your social media channels.
• Offer post-event promotions to encourage return visits.
• Stay connected with new customers through email newsletters or special offers.

SUMMARY:

Big events can potentially be game-changers for small businesses, providing a platform to showcase your brand, attract new customers, and boost sales. By planning ahead, leveraging partnerships, and creating event-specific strategies, you can turn these occasions into long-term opportunities for growth.

So, the next time a major event comes to town, don’t just watch from the sidelines, get involved and make it work for your business!

What’s the next big event in town, and how are you preparing?

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MAD MEDIA DIGITAL BILLBOARDS

0800 2 GO MAD

www.mad.nz