| Must Read telecommunications company, finds that just 20 minutes at a concert can boost feelings of well-being by more than 20%, which is more than yoga (10%) and dog-walking (7%). The benefits don’t just come from the music, but also the community. When people attend events like fairs and festivals, they feel more connected to those around them. Brands that use promo at events benefit from attendees’ positive feelings. According to the Freeman Trust Report, 77% of people say they trust brands more after interacting with them face-to-face. The halo effect is long-lasting, with 72% of people who attended an event in the last six months saying they still have positive perceptions of the brands they saw at the event. Fairs and festivals present prime opportunities for brands to create meaningful interactions with their target audiences. Sure, people love their merch, with about 23% of festival-goers buying artists’ products on site, but brands can use promo in all kinds of engaging ways. Treat fans to promo at VIP refreshment tents or use custom products to promote main events or smaller happenings, like face-painting sessions or livestock competitions. Whether they’re running an interactive booth at a sprawling street fair or sponsoring a multi-day music festival, brands can use promo to stand out from the crowd and amplify their reach. Ferris Wheels, Fireworks And Promo These are the nation’s biggest state fairs by attendance: State Fair of Texas Minnesota State Fair The Big E (New England states) Arizona State Fair Tulsa State Fair Iowa State Fair Wisconsin State Fair Washington State Fair North Carolina State Fair Oklahoma State Fair Now’s the time for brands to prepare for the upcoming state fair season. Items like custom sunglasses and bags can capture attention at booths and give brands extra visibility. State Fairs’ Economic Impact State fairs are big business affairs. According to Forbes, the Minnesota State Fair contributes an estimated $268 million to the Twin Cities economy. The local economies in Iowa and Oklahoma benefit from a boost in the $100 million range, while in Texas, the benefit surges to $400 million. From massive state fairs to old-fashioned county fairs, these events need seasonal workers, vendors and volunteers. Promos can help organizers attract staff members and keep them visible on site. 2.5 1.8 1.6 1.38 1.2 1M 1M 960,000 900,000 1.11 PPAI • APRIL 2024 • 49
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