Lately, I've been on a bit of an ethnic festival kick. This weekend was a local Greek festival. And those Greeks sure know how to cook amazing food!
This weekend's festival reminded me of a question my father would ask me regarding a local Ukrainian festival. My father's question, "who is the festival really for?" In his opinion, the Ukrainian festival primarily targeted the local Ukrainian community with their advertising and marketing. Yet they should have been targeting non-Ukrainians.
Think about it. Where is most of the revenue made at a Ukrainian festival (like many ethnic festivals)? Revenue is made on food and beverage sales! Of which the Ukrainians at the festival, represented a tiny percentage. The question to ask is, "who's going to buy our stuff?"
Let's compare the Ukrainians with the Greeks ...
As a restaurant owner in Athens recently told me, "most Greeks already make great food at home, they don't need to go to a Greek restaurant to eat."
The Greeks, to their credit, seemed to target people who like good Mediterranean food. A broader target market and NOT just their own people. "Nothing personal, just business!" And it's a slight nuance but makes a massive difference in a festival's bottom line!
Targeting importance isn't just limited to ethnic festivals. It applies to every event. When targeting your marketing, it's critical to be clear on who you're targeting and why you're targeting them.
Here's the real shocker. When asked, most event organizers cannot correctly identify why people attend their event! Please make sure that isn't you.
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