#local marketing: 10 offline marketing strategies to leverage events near you

Small businesses have numerous opportunities to establish themselves in the event marketing landscape, ranging from lively fairs and exciting concerts to thrilling sports events and busy trade shows. In this article, we will discuss ten strategies for small businesses to utilise events in order to:

• increase foot traffic

• enhance brand awareness

• ultimately boost sales

Whether you run a boutique shop, a cosy café, or a growing startup, events and the local marketing that surrounds them offer a wealth of possibilities. 

What is local marketing? 

Local marketing involves strategically promoting your business within a specific geographic area, usually in close proximity to your physical store or service location. 

Unlike broad-scale marketing that targets global or national audiences, local marketing focuses on individuals within your immediate community—whether they are locals or visitors passing by your brick-and-mortar shop. When engaging in local marketing, the goal is not to gain recognition in cities like London but rather to establish yourself as the preferred choice for those nearby. 

The essence of local marketing lies in being readily available when customers require your products or services, whether it's a quick coffee fix or a last-minute gift. 

What makes local marketing crucial for small businesses when it comes to events?

Engaging in local event marketing can benefit small businesses:

• Increased foot traffic: Participating in local events can attract more customers.

• Competitive advantage: Focusing on local events helps small businesses stand out from larger competitors.

• Collaboration opportunities: Events provide chances for partnerships with local vendors or organizations.

• Sales boost: Local event marketing can increase sales through enhanced visibility and community involvement.

Small businesses should track local events and adjust marketing strategies accordingly, intensifying efforts before, during, and after the event. Visitors may extend their stay to explore the city further.

10 traditional marketing tactics to boost in-store visits on both major and minor occasions

Strategies for Local Marketing at Major Events

When it comes to large, popular events that attract massive crowds, small businesses with limited budgets may find it challenging to establish direct partnerships. The high costs involved in such collaborations often make it difficult for smaller enterprises to compete with larger corporations for sponsorship opportunities.

However, small business owners should not be discouraged! Despite the focus being on big companies, there are numerous local marketing strategies available to help them stand out at these events.

Please Note: These local event marketing tactics are just as effective for smaller events. Therefore, feel free to utilize them for events of any scale in the future!

1. Stream the event at your venue

Broadcasting the event at your location is an effective offline marketing tactic, particularly for televised sports events.

However, the most exciting part is that this approach can be applied not only to sports events but also to music festivals, events like Eurovision, festivals, and concerts. While most music events are not broadcast on television, unless they feature a major celebrity or Eurovision, you can still attract fans to your venue.

Below are some suggestions on how you can market your small business to music enthusiasts and enhance your financial performance: 

• Organize a series of karaoke nights, whether as a one-time event or a regular feature, focusing on the artist's classic songs. It can serve as an energetic prelude to the concert or a nostalgic gathering after the event.

• Explore the artist's heritage with a dedicated trivia night designed for passionate fans. This concept works best when the artist has a large and engaged fan base, such as Taylor Swift, Beyoncé, Harry Styles, The Weeknd, and others.

• Enhance the festivities by showcasing movies featuring the artists or highlights of the festival. This cinematic element adds an extra layer to the event experience for participants.

2. Develop an event-themed selection of goods you offer

This offline marketing approach is especially beneficial for small businesses operating in the restaurant or broader hospitality sector.

By linking your business to the event, you can entice event participants with special deals such as:

• Incorporate special menu items related to the event for a limited period. Provide attendees with a unique taste of the occasion.

• Offer dining options tailored to the preferences of event participants. Whether they prefer quick bites on the go or leisurely meals to unwind, adjust your offerings accordingly.

• Adorn your establishment to complement the event and enhance its appeal on social media.

Regardless of whether your small business operates in the food and beverage industry, there is still an opportunity to capitalise on the event. One way to do this is by expanding your product line with special offers designed for the event to increase your influence.

An effective approach is to create event-themed packages such as 'Essentials for your X EVENT experience'. For instance, you could combine items like hats, sunscreen, fans, and other essentials for an outdoor summer event to help attendees stay cool and improve their event experience.

3. Offer discounts for event attendees 

If your small business is fortunate enough to secure a prime location near the entrance of the event venue, consider yourself lucky. Being conveniently positioned eliminates the need for excessive effort to outshine competitors and attract new customers. They will naturally be drawn to you due to the easy accessibility.

However, if you find yourself without such a favourable position, don't lose hope just yet. By employing some creativity, you can still catch the eye of event participants and encourage them to seek out your business.

Embrace uniqueness. Stand out from the crowd and spark the curiosity of potential customers in the event audience. Provide special discounts specifically for event attendees to take advantage of the influx of visitors in the area.

A real-life example of this local event marketing strategy in action…

During the annual WebSummit in Lisbon, Portugal, businesses offer exclusive discounts to attract visitors. In 2023, Sephora near the venue provided a 30% discount to event pass holders, becoming a popular shopping spot. Bars and restaurants in the city also prepared special packages for post-event celebrations, catering to professionals seeking to relax and network.

4. Sticker bombing near the event venue

Are you searching for a cost-effective yet highly effective way to enhance brand awareness for your small business and attract more customers to your physical store? Consider using sticker bombing. Create attractive stickers featuring your brand's logo or message (don't overlook the importance of including a QR code in the design for quick access to more information) and distribute them strategically at the event location to grab the attention of attendees.

5. Posters around the area

Sometimes, the classics are classics for a reason. Enter the good old poster — an offline marketing strategy staple that never goes out of style. Create a visually striking poster and hang copies all over the streets surrounding the event venue. But make sure you comply with local regulations and seek permission from the local authority or property owner if necessary!

6. Guerrilla marketing tactics close to the location

When delving into the realm of local marketing, it can be beneficial to think creatively. Utilise guerrilla marketing tactics, which are bold and unconventional, to create a buzz with limited resources but endless imagination.

• Human billboards: Employ people to don sandwich boards or costumes near the event location to promote your business in an engaging and attention-grabbing manner.

• Fake celebrity sightings: Organize staged celebrity encounters near the venue, featuring actors dressed as famous athletes or sports personalities interacting with the crowd and endorsing your brand.

• Urban art installations: Develop temporary art pieces or sculptures aligned with the event's theme, subtly weaving your brand message into the creative concept to spark curiosity and conversations among passersby.

• Ambush marketing stunts: Carry out bold ambush marketing manoeuvres that leverage the event's buzz without direct association.

However, caution is advised. Ensure your creativity is tactful to avoid legal complications while still achieving a significant impact. Learn from Vodafone's misstep in a guerrilla marketing campaign that backfired.

In 2002, Vodafone's attempt to make a splash at the Bledisloe Cup decider match in Sydney, Australia, using streakers with 'Vodafone' painted on their bodies fell flat, serving as a cautionary tale.

Nonetheless, there are successful instances as well.

An exemplary case of this local marketing approach in action

During an SXSW event, the team behind the Good Omens series orchestrated an outstanding guerrilla marketing initiative. Show characters engaged with festival attendees through performances and interactions, creating an immersive experience that built anticipation for the series release.

Local marketing for events on the smaller side

Although large events typically bring in the most new customers for small businesses, you don't need to wait for major occasions like the Olympics or a Taylor Swift concert in your area. Hosting smaller-scale events provides a great chance to test out local marketing tactics. These intimate gatherings can sometimes be equally or even more profitable in terms of generated revenue.

7. Partner with or sponsor the event

Collaborate with smaller events by sponsoring them. Whether you offer financial assistance or provide goods and services, sponsoring events offers small businesses significant exposure to participants. It's a simple method to enhance local visibility and create favourable connections with your brand.

8. Set up a stand at the event and give away branded swag

To secure a spot at the event, consider setting up a booth. This direct interaction allows small businesses to connect with attendees in person, showcasing their products or services and building personal relationships.

Furthermore, having a booth at the event gives you the opportunity to distribute branded merchandise such as custom pens, keyrings, or tote bags. This way, you offer potential leads a physical reminder of your brand, enhancing the chances of them recalling and interacting with your business later on.

9. Host an interactive experience or a pop-up at the venue 

To enhance your presence at the venue, consider organizing an interactive experience or pop-up. These engaging activities can be cost-effective for small businesses. Here are some affordable suggestions:

• Do-It-Yourself Workshops: Provide easy DIY workshops connected to your products or services. For instance, if you operate a craft business, arrange a workshop where participants can make their own customized keyrings or greeting cards.

• Photo Booths: Establish a photo booth with props and backgrounds that reflect your brand. Encourage guests to take fun photos and share them on social media, boosting your business's online visibility.

• Interactive Games: Develop straightforward interactive games or challenges linked to your business. For example, if you manage a fitness studio, create a small obstacle course or fitness challenge for attendees to join.

10. Send direct mail to event attendees

Ensure you take advantage of the opportunity to engage with event participants directly by utilizing tailored email campaigns. Create customized messages that speak to the recipients, such as providing special promotions or discounts to encourage them to stop by your business after the event. Enhance your message with captivating design features and persuasive content that emphasizes the benefits of interacting with your brand.

Bridge the gap between offline and online local marketing 

For small businesses to stand out in the fast-paced realm of local marketing at events, it is crucial to blend conventional offline methods with digital strategies. Integrating direct mail and interactive experiences with PPC advertising and social media allows you to not only interact with event participants but also establish a strong presence in the local community. 

This approach is ideal for leaving a lasting impression and benefiting from offline marketing tactics at events of all sizes.

Contact your Local Print Accomplice to find out how we can help here