Driving Action with Targeted Advertising
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.
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 display ads, Over-the-Top Television (OTT), Digital Out of Home (DOOH) placements, social media campaigns and a direct email program have allowed each channel to target varying audiences based on ad content and the desired action. This innovative approach provides results consistently exceeding established KPI goals.
Impact
The Missouri State Fair is the largest agriculture expo in Missouri. Its integrated marketing plan delivers a strong return on investment, with ongoing efforts to build awareness and drive ticket sales for concerts, events and advance gate admissions. Beyond attendance, the campaign also boosts the local economy, fosters community engagement, strengthens sponsor partnerships, celebrates Missouri’s culture and agriculture, expands audience demographics and creates lasting connections that enhance the Fair’s reputation year after year.
