Drives Action & Builds Awareness
Challenge
The Missouri State Fair is tasked with the challenge of drawing attendance from across the state on a limited budget. The Fair must reach a variety of audiences and dollars must be allocated where they will have the most impact.
Approach
With an innovative marketing plan leveraging traditional and digital media, constant performance evaluation and optimization and the use of leading digital technologies, Callis and the Missouri State Fair have been able to drive attendance and sell tickets.
Super-targeted digital media, including programmatic, OTT (Over-the-top television) advertising on digital streaming services, Facebook, Instagram, Snapchat, YouTube, reserved placements in online news sources, and a direct email program have allowed each medium to target varying audiences based on ad content and the desired action. This innovative approach provides results consistently exceeding established KPI goals.
Impact
The 2022 Missouri State Fair campaign is in full swing and this year is gearing up to be one of the best fairs yet. The integrated marketing plan is providing a strong return on investment, with efforts focused on building awareness and driving ticket sales for concerts, events and advanced gate admissions. As the fair gets closer, a focus will be put on increasing attendance, community engagement and more.
Missouri State Fair
The Missouri State Fair has been a tradition for Missouri families since the first fair was held in 1901. Established as a way for farmers across the state to see the latest technology and equipment, the Fair has grown into the largest agriculture showcase in Missouri. It offers a fun and exciting entertainment venue for families throughout the midwest.
