Vibrant communities are always seeking new ways to draw people into them. Some people they attract are already part of the community. Others hail from places close or far away. In either case, events pull them into a dynamic space at a single time.
Most local businesses welcome such gatherings. Of course, they don’t happen without a bit of short-term inconvenience, like parking issues, heavy traffic, and blocked-off roadways. But businesses that look beyond those will find opportunities to find new prospects and increase sales and revenue. They simply need to embrace the temporary chaos.
Community events done well benefit the people who live there and the outsiders who venture in. But perhaps more importantly for the long-term health of the community, they benefit the businesses located there. Here’s how.
1. They Attract a Diverse Crowd
Community events tend to attract a broad range of people. Sure, an arts and crafts fair might not be everyone’s cup of tea. But some will come to relish features like food trucks, energetic crowds, and live music anyway. And if the weather cooperates, others will come out just to enjoy some fresh air.
Events should focus on appealing to adults and kids of all ages. If there isn’t something for kids to do, the adults won’t show up either. This is where a community’s investment in top-notch commercial playground equipment pays off in or near event venues. Whether that’s indoors or out, delighted children and parents are always good for business.
Let’s say mom and dad want to hear an outdoor live performance at a venue in a nearby community. They could hire a babysitter. But they’d rather take the kids, eat out, and pick up a gift for grandma at a shop they’ve heard about. Then, if the stage is playground-adjacent, the kids can play while the adults enjoy the show.
Events that attract diverse crowds expose local businesses to new audiences. That’s marketing not every enterprise can afford to pay for. People enjoying an outdoor event on the square may wander into shops and cafes. Once they do, those businesses should find ways to capture leads and make the relationship with new prospects last.
2. They Offer Opportunities for Company Involvement
Nearly every community event will be thirsty for donations, sponsorships, and other means of local support. And event planners will count on most of that to come from the business partners they can find in the local community. You might say they’re providing them with easy opportunities to get involved.
In-kind donations for raffles, door prizes, and awards are great ways to advertise a company’s products and services. Although the recipients aren’t buying these items from the business, they’re going to know about it. And the fact that it’s supporting the event usually gets high marks for community spirit from the people who attend. That feeling of goodwill can convert prospects to loyal customers who will continue to patronize the business.
A business that donates logoed reusable cups for an event can also throw in coupons for discounted or free items. That will bring some return or entirely new customers into the establishment before, during, or after the event. Plus, people who take the cups home have a constant reminder of the business.
Community engagement by businesses tends to build trust with customers and prospects. After all, getting a company’s name and logo in front of their eyes is marketing 101. Events are great vehicles businesses can use to get that done.
3. They Level the Field
Businesses come in all shapes and sizes. They have diverse missions, products, services, employee numbers, and profit margins. Community events typically aren’t focused on promoting just one business. That means they have the potential to level the field for all of them.
Perhaps a local company has been in the community for decades and thrives on its time-honored good reputation. But the small new competitor down the street has just as much opportunity to draw event goers through its doors. It just needs to take the initiative to get involved with the event and engage the people the occasion attracts.
Businesses should focus on what makes them different from their competitors. They should also highlight the sense of community the event evokes. Doing so takes the onus off a company’s size, name recognition, or longevity. Instead, it shines a light on its unique value to customers and community.
Community events are ideal catalysts for exposure and engagement. It’s up to the business to do what it can to make itself part of the event, even if only on the periphery. Staying on the sidelines is an opportunity missed.
If You Build It…
Successful events aren’t haphazard. They’re the result of careful, considerate, and detailed planning. There’s always a reason for community events, whether that’s to raise money or awareness or just to bring people together.
People attend community events for all kinds of reasons. If planners create those that will appeal to the broadest range of demographics, they’ll increase attendance. At the same time, they’ll be creating stellar opportunities for local businesses to ride on the coattails of the event’s success. Everyone’s a winner.
Lily James 
Edward Robinson