Giant Alaskan vegetables, home-stitched Iowa quilts and Florida pigs are up for grabs--and for sponsorship--during state fair days.
     It used to be that advertisers that put their logos up at fair gates and midways had a connection to agriculture.
    How times have changed.
    Today ice cream producers and tractor companies are competing with manufacturers of cell phones and spas to link their logos with fair events. 
    And the events have grown from judging pies and jams to concerts featuring bands like the Wallflowers and Alabama.
     Most fairs close out the growing season, debuting in late August through October. So, as summer closes in, so do deadlines for sponsorships. To find out how to get in on this year’s fair circuit, read on.
    This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts:

What:
    Advertising and sponsorship--from a gate banner to naming fair buildings--available at all 50 state fairs.

Who:
    Media Life talked with fair organizers in different parts of the country, including New York on the East Coast; Arkansas and Florida in the South; Iowa, Indiana and Missouri in the Midwest; New Mexico in the Southwest; and Alaska on the West Coast. For an overall view, the International Association of Fairs and Expositions lists over 3,000 local, regional and state fairs in the U.S.

How it works:
    Most advertising opportunities, including signage, are considered sponsorships by fairs' marketing agents.
    Advertising at fairs tends to be low-key branding.
     “We’re not gearing our sponsorship opportunities toward raucous in-face advertising,” says Michael Mishou of the Alaska State Fair. “It’s more of an opportunity for sponsors to basically make their names known to fairgoers and to create a warm, fuzzy connection.”
    Promotion possibilities range from a mom-and-pop gas station putting its logo on the daily schedule of events handed out at the gate to large national corporations sponsoring an entire day at the fair.
    Pig, car and horse races, kids’ events and amusement rides can be sponsored, as well as quilt, vegetable and baking exhibits.
    Sponsoring a fair day can include signage, banners, flyers and other exposure. On Toyota Day at the Indiana State Fair, shuttle and parking employees wear Toyota T-shirts, says Debbie Dreiband, sponsorship account executive for SFX in Indianapolis, which oversees the state’s fair sponsorship program.
    Concerts, stages, midways, parades, playgrounds and plazas are common fair entertainment sponsorships.
    Entertainment lineups reflect the community to some degree, says Jim Tucker, COO of the Springfield, Missouri-based International Association of Fairs and Expositions. Auto and horse racing have been popular fair events for decades, while wing-walking and crashing locomotives in front of the grandstand have faded into history.
     Cash and pro bono sponsorships help fund most state fairs, with dollars coming from corporations and donations from media outlets.
    Agriculture is the base from which state fairs have grown and, in most cases, still plays a major role in fair events. Livestock and produce exhibits and competitions are usually up for sponsorship.
    Non-agriculture events are also linked to related sponsors.
    “A company like C&S Engineers isn’t going to sell engineering at the fair but wants to get its name out. So they do a Mega Blox display and give out junior engineer badges,” says Jim Goss, New York State Fair’s sales manager.
     Naming permanent fair buildings, which are often used for events year-round, is becoming more prevalent. Contracts are usually multi-year.
     Co-sponsoring large events or a day at the fair is a common marketing practice.
    “We try to put corporate, media and retail sponsors together,” says Sherry Powell, marketing manager for the Florida State Fair. “It creates a synergized campaign.” 
    For instance, the Florida State Fair ran a promotion during which local Publix supermarkets sold advance admission tickets at a discount, while co-sponsor Zephyr Hills Natural Spring Water provided financial support and a local television station advertised the special.
    Branding is the primary objective of most advertising at fairs, though new product launches are also common.
    National as well as local advertisers are involved in fair sponsorships. For example, 30 to 40 percent of Indiana Fair sponsorships feature products made in the state. Often local franchises will tie in with their parent company when negotiating a sponsorship.
    Sampling and couponing are popular fair promotions, such as: Bring in a bottle cap on Coke day and get in for a dollar off.
    But fair officials often limit the time frame, scope and number of giveaways to curb competition with vendors who rent fair space to sell similar items.
     “Some sampling is allowed, but we control the amount and particularly the size of the sample,” says Kimberly Allen, marketing director for the Missouri State Fair. “We don’t want real competition with our concession areas.”
    Most fairs offer some type of category exclusivity, though it’s also common to offer an official fair brand as part of a major sponsorship and then allow competing vendors to sell their products at booths.
    Creative is primarily logos, often in conjunction with the name of the event or space being sponsored. Signage is provided by the advertiser or by the fair on a state-by-state basis, depending on the level of sponsorship.
    Advertisers are not likely to include their URLs on signage unless they’re computer companies, says Dan Sawyer, director of marketing and sponsorships for the Arkansas State Fair.
     Spinoff media coverage is a benefit at many fairs, especially those with big-name entertainers and special events.

Markets:
     State, regional and county fairs sell sponsorship opportunities in most major and secondary markets. There are currently 3,238 fairs in North America, according to Tucker.

Research:
    What product categories do well?
    Beverages, dairy, farm equipment and food are naturals for fair sponsorship, says Tucker.
    Other categories that do well are automobile manufacturers and dealerships, grocery stores, petroleum companies, fast food chains, state farm bureaus, media outlets, cellular phone companies and home items like cookware, cutlery and jewelry.
     Fairs contacted by Media Life have also featured, for example, Pepto Bismol handing out samples, credit card companies signing up users, banks offering special services to senior citizens and state lotteries holding savings bond competitions for kids.
     Spas are big at fairs, according to Indiana’s Dreiband, though she says she’s not sure why: “We have spa row.”

Demographics:
     Fairgoers vary somewhat state to state. Some states, like Indiana, draw people from counties peripheral to the fairgrounds. In Iowa, as many as one million of the state’s two-and-a-half million people attend the annual fair. Families frequent fairs, and many attendees come for special events like concerts.
     Finding the right mix of concerts and other exhibitions to offer for sponsorship can be difficult, according to Tucker. “It’s a challenge to figure out how to attract tweens and not send grandma and grandpa running.”
     Alaska had 300,000 people attending last year’s fair, with 53 percent females and 47 percent males. Fifty-seven percent were between 30 and 49 years old, 9 percent were over 60, and another 9 percent were under 20.
     Income of fairgoers ranged from 6 percent under $10,000 to 17 percent earning $75,000 plus; 49 percent fell into the $35,000 to $75,000 range. High school graduates comprised 26 percent of the crowd, while 34 percent had some college and 20 percent had an undergraduate degree.
    Arkansas had 408,000 in attendance at last year’s fair, with 58 percent coming in family parties. The mean annual income of Arkansas fairgoers is $48,000, with 34 percent in the 25 to 44 age bracket. Children under 12 comprise 24 percent of the fair crowd.
     Florida had 550,000 visitors over 12 days--showing a demographic mix, according to Powell.
    Indiana topped 754,000 visitors at last year’s fair, with the majority coming from central Indiana and spending at least four hours at the fair. No alcohol is allowed at the Indiana event, and Dreiband says that this policy draws families.
     In Iowa, with one million attendees, there are slightly more people in the 12-to-34-year-old range than in the 34-to-54 range, according to marketing director Kathie Swift. Forty-eight percent of attendees are 30 years old or younger. 
    “People come to the fair more than once,” she says. “They’ll come during the first couple days to see Beatle Mania which is free with gate admission, come back on the weekend for the grandstand rock-and-roll reunion and then bring the kids to see the Wild West comedy.”
     Missouri’s fair drew 350,000 last year with a cross-section of attendees including families, young adults 18 to 25 and senior citizens, Allen says.
     New Mexico had 658,000 fairgoers last year, primarily coming from the northern part of the state according to Debbie Griego, assistant sponsorship coordinator for the fair. Most people come in a family or other group in a mix of 51 percent women and 49 percent men.
     New York has drawn 900,000 fairgoers for each of the last five years, equally divided among males and females. Young adults, 16 to 25, comprise 33 percent of the crowd, while 37 percent are 26-44 and 8 percent are age 60 and up. Additionally, 53 percent are married, 90 percent live in a household of two or more people and 50 percent have a household member under age 15.
     The average fairgoer spends $21.76 with 95 percent purchasing food or beverages and 45 percent buying souvenirs. The average attendance is six hours at the fair.

Making the buy:

Alaska:
    Palmer is the site of the August 24-September 3 fair.
    Motorcycle stunt teams and giant cabbages are two of the trademarks of the annual fair.
    The highest level sponsorships is the Diamond partner, which provides exclusive title to an event and event site; coverage in publications including the fair brochure, daily schedule, program and newspaper; and hospitality, including passes, the opening reception and parking. The Merit partner level includes a listing in the program, daily schedule and newspaper as well as on the fair’s web site.
     In between are Platinum, Distinguished, Presenting, Cornerstone, Contributing, Community and Merit partners, with a range of benefits.
     The majority of Alaska fair sponsors are local, including franchises and dealerships with national ties.
     To be included in print promotions, sponsorships must be arranged by June. Other opportunities will still be available after the print deadline.
     Contracts run the length of the fair or are year-round.
     Factors that affect pricing include the category of sponsorship and type of event, location, day of the week and number of days.
     Diamond partnerships are priced at $100,000, Platinum at $30,000, Distinguished at $18,000, Presenting at $12,000, Cornerstone at $6,000, Contributing at $3,000, Community at $1,200 and Merit at $600 to $999.
     Contact Michael Mishou at 907-746-7180 or visit the fair’s web site.

Arkansas:
     Little Rock is the site of the 2001 fair from October 12-21.
     Opportunities include sponsor of the day, rodeo, concert, talent show and fair queen sponsors as well as admission and event tickets, competitive exhibits, picnic area, clown stage, puppet show and others. Southwest is currently the fair’s “official” airline, with other sponsors including Coca-Cola, Dodge and Comcast Cable. An “extreme” area includes paintball, bungee jumping and climbing wall sections.
     Total fair sponsorships have grown from $30,000 in 1999 to $350,000 in 2000.
     Lead time can extend until a month before fair time, dependent on what inventory is left. Sponsorships purchased within two months of opening day won’t include print exposure.
     Exclusivity is available.
     Contracts run from one year to multi-year, with activities focused on the month of the fair and the prior month.
     Factors that affect pricing include type of sponsorship, location and day of the week, with high-profile entertainment carrying a higher price tag than the industry hall.
     Days at the fair are priced from $1,500 to $5,000 depending on how interactive the events are, Sawyer says. Minor sponsors pay from $1,000 to $20,000, while major sponsorships cost $30,000 to $175,000.
     Contact Dan Sawyer at 501-372-8341 or through the web site.

Florida:
     The next fair is scheduled for February of 2002 at the fairgrounds in Tampa.
     Levels of sponsorship include Official, Major and Primary. Exclusivity is available with Major and Primary. Naming buildings and titling the entire fair are also available.
     Lead time is six months with a July/August deadline for next February’s fair. Advertisers have used the Florida State Fair as a testing ground for product launches. 
    “Let’s say a packaged goods company wants to do something nationally with fairs. They can use the Florida market to test in February and then tweak whatever they need to before rolling it out with other major fairs,” Powell says.
    Contracts run three months, one year or multiple years.
    Factors that affect pricing are sponsorship level, what specific events and activities are sponsored and what out-of-pocket expenses must be paid for signage and other promotional materials. Each contract is negotiated individually, Powell says.
     Official sponsorships start at $7,500, Major starts at $25,000 and the cost of Primary sponsorships is determined case by case.
    Contact Cindy McCue, sponsorship coordinator, at 800-345-FAIR.

Indiana:
    This year’s fair is August 8-19 at Indianapolis.
    Several tiers of sponsorship are available with all packages including signage.
    Building sponsorship is year-round. The Pepsi Coliseum, Edy’s Grand Hall and Seyfert’s Home and Family Arts Building are signed into multi-year agreements. Exclusivity is available with some packages. Some sponsors’ products are designated “official” or “preferred.”
    Sampling is offered by 60 percent to 75 percent of sponsors.
    Lead time depends on the type of sponsorship. Deals can be made up until a week before the fair opens but wouldn’t involve inclusion in the fair program and other printed materials.
     Contracts run for the length of the fair or for one or several years.
     Factors that affect pricing include type and length of sponsorship and visibility. The packages run $5,000 on up.
    The Indiana Fair has its own sign shop so signage is part of sponsorship packages.
    Contact SFX at 317-249-2710 or see the fair web site.

Iowa:
    This year’s fair will run August 9-19 in Des Moines.
    Sponsorship packages include White Ribbon, Red Ribbon, Blue Ribbon and Purple Ribbon. Events range from a day at the fair to entertainment stages.
    There are 860 classes of food competition for Iowans to enter and advertisers to sponsor, Swift says. The Iowa Fair is the classic agricultural event on which the “State Fair” novel, movie and Broadway musical are all based.
    While exclusivity isn’t available, advertisers can buy “official” status. “We have official ice cream, hot dog, truck and tractor,” says John Putney, executive director of the Blue Ribbon Foundation that oversees fair sponsorships.
    Contract lengths vary, with some lasting the length of the fair. They’re moving toward multi-year Putney says.
    Contract negotiations will end in June in order to meet printing deadlines.
    Factors that affect pricing include length of the agreement and type of event.
    Sponsorships run $5,000 to $50,000.
    Contact John Putney at 515-245-3730 or through the foundation’s web site at blueribbonfoundation.org.

Missouri:
    This year’s fair will run August 9-19 in Sedalia.
    Sponsorships range from Grand Champion, Purple Ribbon, Blue Ribbon, Red Ribbon, White Ribbon and Merit Sponsor to Friend of the Fair, with benefits including print and signage exposure to admission, parking and concert tickets.
    While exclusivity isn’t available, the fair does have “official” representatives of product categories available to the larger sponsors, Kimberly Allen says.
    Lead time for sponsors that want to be included in print coverage is the first part of June.
    Most contracts run the length of the fair, though some run one year or multi-years.
    Factors that affect pricing are level of sponsorship, length of sponsorship, location and popularity of events.
    Contact Kimberly Allen at 800-422-3247 or visit the fair’s web site.

New Mexico:
    The 2001 fair will run from September 7-23 in Albuquerque.
    Sponsorship programs are packaged and include, to varying degrees, exhibit space, signage, banners, flyers, brochures, programs and media promotions. Hospitality benefits include admission and event tickets, parking and a hospitality tent. Events, activities and exhibits can be sponsored.
     Lead time varies with promotional packages. Although slots are still available for this year’s fair, print deadlines for some materials have passed. Signage on fair grounds is still available.
     Contracts run the duration of the fair with a few running year round.
     Factors that affect pricing include visibility and level of sponsorship. Packages run from $2,000 to $150,000.
     Contact Debbie Griego at 505-265-1791 or visit the fair’s web site.

New York:
    This year’s fair will run August 23 through September 3 in Syracuse.
    Sponsorships include a day at the fair and specific events like the International Horse Show, fireworks, rodeo, bike show, puppet stage, daily parade, barn tours, photography exhibit, agricultural competitions and events, petting zoo, antique tractor exhibit and fair programs and shuttle bus service. There are 800 sponsorship opportunities.
     Benefits include direct-name identification on sponsored event or activity, rotating mention on fair’s 87-foot rotating message board, signage, product sampling and print exposure as well as tickets, tours and VIP parking.
    Contracts run the length of the fair or full year.
    Some sponsorships are still available for the upcoming fair.
    The type of sponsorship determines pricing with prices ranging from $5,000 to $500,000.
    Contact Jim Goss at 800-475-FAIR or visit the fair’s web site.

What’s unique:
    State fairs date back to 1849, when the first event was founded in Michigan and traveled from city to city for the next 50 years. 
    While vendors have traditionally peddled their wares from booths or carts, it’s only been over the past 20 years that product and service providers have supplied significant financial support in return for advertising opportunities. Some fairs have come on board as recently as the last year or two.

Who’s already at state fairs?
     Thousands of companies sponsor fair events including Ameritech, Dow, Chrysler, Citibank, Jeep, Edy’s Grand Ice Cream, Land O’Lakes, Lowe’s, Mountain Dew, Pepsi, Coke, National City Bank, Pfizer, Seyfert’s, Ticketmaster, Toyota, Anheuser Busch, Discover Card, Friskies and Alpo, Dunkin' Donuts, Kodak, Lipton, Little Caesars, Nestlé, Pizza Hut, Allstate, Sunoco and Toys R Us.

Web site info:
International Association of Fairs and Expositions at www.iafenet.org
Alaska State Fair at www.alaskastatefair.org
Arkansas State Fair at www.arkfairgrounds.com
Florida State Fair at www.floridastatefair.com
Indiana State Fair at www.state.in.us/statefair/
Iowa State Fair at www.iowastatefair.com
Missouri State Fair at www.mostatefair.com
New Mexico State Fair at www.nmstatefair.com
New York at www.nysfair.org

May 14, 2001 © 2001 Media Life

-Kathy Prentice writes about out-of-home advertising  for Media Life, penning her stories from the resort town of Traverse City, in the upper reaches of Michigan.

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