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MESSAGEbuzz Mobile Marketing Campaigns Drive Attendance at California County Fairs
California County Fairs Select MESSAGEbuzz
in the United States as fireworks on the Fourth of July, baseball and apple pie. And while attendance at state fairs continues to thrive, MESSAGEbuzz,
in partnership with Plascencia Projects of California, is driving participation
at three major California County Fairs – Sonoma, Ventura and San Bernardino – through the latest in mobile marketing technology.
“Through our services, the fairs are able to provide people with the information they would like to receive about the fairs directly to their cell phones,” said Steven Kelley, founder and CEO of MESSAGEbuzz. “Engaging them on-the-go has benefited the fairs and their attendance significantly. Fair-goers can now obtain relevant information and schedules about the fair while standing right on the fairgrounds or in the stadium. The county fair
is really an ideal situation for mobile marketing.”
Mobile marketing provided by MESSAGEbuzz for the fairs includes:
- Informational alerts based on the type of information important
to the attendee.
- Coupons (text and graphic) to promote on-site vendors.
- Mobile integrated website pop-up box that enables the attendee
to subscribe either via their mobile handset or email, in addition
to providing demographic information about themselves for an incentive.
- Mobile surveys both in English and Spanish, during fair-time to solicit feedback from subscribers.
- Unique referral codes that allow fair attendees to be rewarded for getting friends to sign up for text messages (Text FAIRFUN to 35350 for a trial).
“The fairs are showing a lot of enthusiasm for the friends referral program,” said Baley Plascencia, a mobile marketing consultant with Plascencia Projects of Wildomar, CA. “Each fair attendee who signs up on the fair’s website receives their own referral code. They can then forward that code to a friend, who in-turn texts that keyword to 35350 and the original subscriber receives points for their friend signing up and ultimately a prize based on their points. This program enables the client to build a subscriber list, while increasing the buzz around the fair, rewarding attendees and making the fair a memorable experience.”
Plascencia is hired individually by each California Fair as a mobile marketing consultant. She in turn hired MESSAGEbuzz to help develop and execute a mobile marketing plan specifically tailored for each of these
three fairs:
- San Bernardino County Fair held May 10-18.
- Sonoma County Fair scheduled for July 22-Aug. 4
.
- Ventura County Fair scheduled for July 30-Aug. 10.
“The awareness for these fairs is out there,” said Plascencia. “Through our mobile marketing efforts, we have been able to collect valuable demographic information about the fair attendees. We are now able to distribute information specific to the fair attendees’ requests based on an attendee’s age, where they heard about the fair and the type of information they want to receive. These details can then be used as a valuable marketing tool
to promote next year’s fairs.”
MESSABEbuzz’s mobile marketing efforts work hand-in-hand with the fairs’ other advertising venues to increase awareness for the fairs and drive visitors to the fair websites. On the sites, visitors have the option
to sign-up for text messaging reminders and information about a particular fair or event.
“Sonoma is already promoting the fair at the mall, schools and on digital billboards, and as a result, they are already seeing increased traffic to the website,” Plascencia said. “People are becoming more educated about
the fairs because our mobile marketing continues to remind them about not only the fairs, but the great events happening all throughout the year.”
Ken Alstott, CEO of the San Bernardino County Fair, said his staff used the public announcement system
at the fair to remind fairgoers of the text messaging opportunities located at the different venues. “The text messaging campaign was a great way to promote specials and events during the fair. We definitely plan
on continuing to use this feature next year,” Alstott said.
About Plascencia Projects
Plascencia Projects supports county fairs through research consulting, training and special projects that provide: beneficial partnerships from both in and outside the industry; continual education to fairs regarding trends in the industry; resources and opportunities available for new sources of revenue; assistance in creating ideas that will benefit a fair's community; and education to the public on the benefits of a fair in their community. For more information phone 951-587-1427 or visit www.plascenciaprojects.com.
ABOUT MESSAGEbuzz.com
MESSAGEbuzz provides organizations with a one stop shop for mobile solutions. Our experience, technical capabilities, infrastructure and superior customer service provides our clients with out-of-the-box tools that are easy to incorporate into any organization. For more information on how we can enable you to communicate with your customers, staff or press via their mobile phones, please contact us.