MarketInk: County Fair Advertising Budget Reflects Reduced HomeGrownFun
Up to $ 1 million a year in advertising has been spent in previous years to promote the San Diego County Fair at Del Mar Exhibition Center. This year, for the smaller scale version called “HomeGrownFun,” the amount is $ 50,000.
Don’t expect to see TV commercials, newspaper ads, and outdoor billboards. Instead, the precious few dollars went mostly to digital, including email, social media and banner ads, as well as radio, according to Jennifer Hellman, marketing director at Del Mar Fairgrounds.
“HomeGrownFun’s advertising budget was $ 50,000, which is about 5% of a typical large-scale San Diego county, which averages out to about $ 1 million,” Hellman told The Times of San Diego. .
“Our tickets are all sold out online in advance this year, which is very different from previous years, so digital is just a click away from our point of sale,” said Hellman, who worked for 13 years in marketing roles. at the exhibition center. “Combined with the fact that we had a very tight schedule and a small staff, we didn’t have the ability to do heavy design, production or a long lead time. “
Even this year’s logo of a tractor leaving sunflowers in its wake is not an original work of art.
“In fact, we have to thank our friends in the industry at the Orange County Fair for our happy tractor,” Hellman said. “They put together a set of graphics to help us launch our event. Since floriculture is a big part of San Diego’s main crops, we thought it set the tone for something fun and joyful being reborn.
Hellman said she has the option of making ad reallocations during the four-week event in case a strategy included in the original plan does not appeal to viewers.
“Yes, changes could be made,” she said. “The event industry can be unpredictable, and sometimes things don’t go as planned and you have to analyze the results you’re getting and adapt accordingly. “
The uncertainties linked to the pandemic over the past eight months have led the fairgrounds Board of directors, officially known as the 22nd District Agricultural Association, to replace the San Diego County Fair with HomeGrownFun. The nine-member board of directors is appointed by the state governor to oversee the activities of state-owned exhibition centers.
Instead of the approximately 60,000 visitors per day that the fair attracts during its normal summer run, the capacity for the scaled-down HomeGrownFun is 13,000 visitors per day. Face masks will be required for all guests, ages 2 and up, and social distancing will be enforced. People refusing to comply with the face mask ordinance may be asked to leave. Temperature checks will also be carried out at the entrance.
There are no Midway games or amusement areas, no full-size garden furniture, no livestock or pet displays, no grandstand concerts, no beer garden and no art show, carpentry or collectibles.
This year’s attractions include over 280 vendors selling kitchen gadgets, cleaners, and collectibles in the Bing Crosby and other exhibit halls, around 40 food stalls. Contactless payments, including credit and debit cards, are preferred. Some sellers may not accept cash.
Other activities will include a carousel and Ferris wheel, pony rides, a miniature train, cow milking demonstrations, San Diego area musicians performing on the Paddock and other stages, and a bonfire. ‘closing fireworks on July 4. Following the official end of COVID restrictions on June 15 with the complete reopening of the California economy, the fair will add 12 children’s rides to the Midway area.
Hellman also relies on editorial news coverage to help spread awareness of HomeGrownFun.
“I was overwhelmed by the support, interest and genuine enthusiasm from the media to cover and support this event,” she said over the weekend. “The opening day was so special. Reporters are so excited to cover good news and to see the San Diego community come together again. “
HomeGrownFun started June 11 and runs through July 4, except Mondays and Tuesdays. It opens at 11:00 a.m. and closes at 9:00 p.m. When purchasing entrance tickets online, customers must select an entrance time. Tickets cost $ 10 per person and children 5 and under are free. There will be no ticket sales at the door.
Parking passes, priced at $ 12, must also be purchased online in advance. Parking is only available at the Solana green gate on Via de la Valle and at the Stable yellow gate on Jimmy Durante Boulevard.
A full return to the usual San Diego County Fair is expected in 2022.
“Together Against COVID” Campaign Wins Advertising Award
San Diego County and the Multicultural Health Foundation were recently honored at the San Diego American Advertising Awards for the “Together Against COVID” campaign which targeted black communities in San Diego County with accurate, consistent and accurate COVID-19 information. timely.
A silver award was given in the corporate social responsibility poster board category, while a bronze award was given in the television corporate social responsibility category.
Marketing and communications agency in San Diego J. Walcher Communications developed the COVID campaign, which included outdoor, radio and television ads, print and outdoor ads promoting awareness, resources and information. In a statement, the agency called it a “disruption awareness campaign.”
“We wanted to get out of the messages that were starting to fall on deaf ears, the importance of social distancing, of wearing a mask, by linking our campaign to issues of social justice,” said Jean Walcher, president of the agency. “Doug Moore and Robert Borges, our Creative Director and Editor, respectively, delved into the issue to create a campaign that grabbed attention and led people to a website for more information.
The San Diego American Advertising Awards program was hosted by the local chapter of the American Advertising Federation.
Once heard in San Diego, Jim Rome is now the richest sports presenter
Host of sports talk shows on national radio Jim Rome, believed to be America’s richest broadcaster with connections to San Diego, signed with an arts agency ICM partners for representation, reports Deadline Hollywood, an entertainment industry information website. Founded in 1975 as International Creative Management, the ICM represents artists, content creators, broadcasters, authors, journalists and artisans.
After graduating from the University of California, Santa Barbara in 1987, Rome worked for a few years at KTMS 990-AM in Santa Barbara. At the end of 1990, Rome joined XTRA Sports 690-AM, where his radio talk show career blossomed. His show aired nationally in 1996. In 1997, he spread to television, hosting “The Last Word with Jim Rome” on Fox Sports and “Jim Rome is Burning” on ESPN.
Today, “The Jim Rome Show” airs on CBS Sports Radio and streams to over two million listeners on 200 stations, including KWFN 97.3-FM The Fan in San Diego (weekdays 9 a.m. to 12 p.m. ).
His motion picture appearances have been included alongside Michael Jordan in “Space Jam”, Adam Sadler in “The Longest Yard” and Al Pacino and Matthew McConaughey in “Two for the Money”.
According to Rich People.com, an online entertainment news blog, Rome’s net worth is estimated at $ 90 million, making him the richest sports commentator in the world. He would be paid $ 30 million a year in his contract with CBS.
WADA San Diego Webinar Provides Information on ‘Social Styles’
The American Marketing Association San Diego Chapter will host “Social Styles,” a free webinar from 11:30 am to 1 pm, Wednesday, June 23 on Zoom.
Presented by La Jolla Fundraising Academy, the webinar will cover the four dominant social styles including learning, understanding, empathizing and adapting, which are the four main approaches to sending and receiving information. The social style model is one of the most valuable methods for finding the best way to approach a prospect, build a relationship, secure a partnership, and form a lasting relationship.
Rick griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in The Times of San Diego.