Results from the Fauquier County Fair

Market Research Surveys

Rebecca Pearson

YesNo

Results of who had received mail from the Fair

Yes 55 35%No 102 65%

Homes were located in these ZIP codes

20106 20181 20186 20187 20198 23701 21783 22308 2265622712 22720 20155 22728 22724 22835 22737 22734 2263920144 22182 22642 20139 20138 22553 20137 20136 2274224112 22019 20116 20115

98.7 WMZQ

93.3 WFLS

103.1 WJMA

BIG 100.3

94.7 Fresh FM

Hot 99.5

I do not listen to the Radio

Other

98.7 WMZQ 60 38%93.3 WFLS 28 18%

103.1 WJMA 21 13%BIG 100.3 8 5%

94.7 Fresh FM 1 1%

Hot 99.5 7 4%

I do not listen to the Radio 7 4%Other 25 16%

Results of most listened to Radio Station

YesNo

Yes 43%No 57%

Results for most read newspapers

Results of those who view the newspaper online

Locations of where survey respondents seek community information online

Preferred Social Media Sites

YesNo

Yes 86%No 14%

Respondents who use Social Media to find out what events are happening in the community

Evaluationof Results

Should we send out mail?No • Too many zip codes

• target audience is too large• ineffective• Poor Return on Investment• Discarded• Many people I asked had ZIP

codes that were sent mail and they said they never received mail.

Top 3 Radio Stations that should be used• 98.7 WMZQ• 93.3 WFLS• 103.1 WJMA

*All Family Oriented Country Music Stations*98.7 Targets Northern Virginia*103.1 Targets Culpeper/Madison Area (good exposure for Truck Pull)

Newspapers are still a decent place to advertise

• Fauquier Times• Culpeper Times• Washington Post (try? If possible)• Still cost effective

Fauquier Now and Fauquier Now Facebook are very popular outlets!

Fauquier Times Facebook is a popular outlet also.

Respondents are using Social Media to find out what events are happening in the community

Most popular Social Media Sites• Facebook• Instagram

*Facebook is significantly more popular than all sites*Instagram had a substantial amount of more users than Twitter

Recommendations on Marketing

Radio Stations of Top Priority

#2

#1

#3

Pursue Papers & Online News

Facebook Maximization

Target Market on Facebook Women ages 18-55*Family oriented posts

Most fans are on 8PM **posts will be most effective if posted an hour before peak time

• Throwback Thursday Fair Photos• Mentions of Entertainment every week leading

up (tag entertainment in the status)• Post about events with pictures from previous

years• Schedule posts out on Facebook so there are no

worries in forgetting something while Fair is going on

**Can Promote posts by location could be effective for Warrenton, Bealeton, Culpeper, and Washington DC areas.

Pay to promote

Facebook Campaigns

• Make Use of Hashtag #ThrowbackThursday• Bring back nostalgia of past Fairs • Bring back memories to create a desire to

make more/new memories

Throwback Thursdays

• Make Use of Hashtag #WhosComingWednesday• Feature the events and entertainers coming to

the Fair • Create some excitement for the event in the

weeks leading up

Who’s Coming Wednesday

• Make Use of Hashtag #SponsorSunday• Perk to the Sponsors for exposure• Potential to gain more sponsors• Giving Recognition to show a sense of community

Sponsor Sunday

• Make use of the hashtag• #FauquierFair2014• #FauquierFair• (decided before Fair)

• Post photos in weeks leading up to the fair

• Post photos during the Fair

• Encourage Instagram users to use the Hashtag chosen

• Post photos from other users who use the Hashtag

• Not that beneficial to use• Can hook up Facebook to Twitter or Hootsuite and the

same posts will be posted on Twitter as Facebook.• Hootsuite is a very simple solution for scheduling posts.