Profit from Local Summer Events

Last updated 9th of May 2018

Author Lisa Hartwell

Have Fun and Profit from Local Summer Events

Summer may be taking its time to arrive this year (thank goodness for the recent sunshine), but that hasn’t stopped the calendar from filling up with a host of local summer events.

From May Bank Holiday through to October, every week you’ll be able to enjoy a steady stream of carnivals, concerts, fetes, specialist markets, and regattas.

There are many reasons for your business to get involved with local events – raise your public image, better brand recognition, more sales, stand out from competitors, boost employee morale – and the reasons why will help you to decide where to focus your attention.

Choose Your Event Carefully

Carnivals can be great for stimulating team spirit. There’s a lot of fun and camaraderie involved in planning your theme, finding costumes, decorating a float and taking part in a parade.

If you’re in retail, then setting up a stall at a local event can cover more than one aim. While you’re building brand recognition and community involvement, you could also be making additional sales.

If you don’t have a product that would benefit from setting up a stall at an event, or a team big enough to take part in a carnival, what about sponsorship? There are many ways you can express local pride and get your name into the community. 

Why not sponsor a local sports team or carnival float, cookery competition at the food market, or a concert in the park? At the very least, you’ll have your banner or sign displayed prominently, and have fodder for press releases, social media activity and advertising.

Prepare Your Events’ Toolkit

While you’re considering which events to get involved with, give some thought to how you can capitalise on your presence there. Here are some ideas:

  • Media kit, which you can include with any press releases you share and for download on your website. Tell your business’s story and include appropriate photos and videos (download links).
  • Content planning calendar. Keep organised by creating a calendar with sections for everywhere you might want to share event updates, such as your website, social media, print and broadcast advertising, and telephone on hold message. Each time you add an event, plan out how and when you’re going to share updates.
  • Competition ideas. At each event include a competition. Ask people to share selfies from the event to go into a prize draw (don’t forget a relevant hashtag), or what about a treasure hunt where people have a set of clues and need to find answers at the event? This is a great way to involve other local businesses and make some valuable connections.
  • Discounts and special offers to build customer loyalty.
  • Business media file. Taking part in local events can pay off long after they are finished. At every event, make sure you take plenty of photos and video, and collect testimonials, event stories and feedback. These can be used in future advertising and marketing, on your website, and added to your media kit.

All Summer Long

Taking part in local summer events can be both fun and profitable for your business. Research the one that suits your target market or business aims the best and start planning today!


Fresh Air Group can help you create or update your on hold message with all your summer news and activities, as well as create videos for your website, social media and even your event booth. For an informal conversation on how we can help you engage with your customers and colleagues, call 020 7100 7986


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