Picking Your Target

We had a blast at the Shelby County air show this past weekend. It was small, slow to get started, but once it did, it was great!

But, here’s the problem. Since we both wanted to go to the air show, I figured, “hey–why not sell some books while we’re there?” Sounded like a great idea at the time.

Basically what I did is to violate some basic marketing rules, like target your merchandise toward those most likely to want it. Pick an event that has enough traffic to make your efforts worthwhile. Make sure your product has at least something to do with the theme of the event.

Triple “oops” for The Canopy Bookstore this weekend.

Although we did sell some books, we lost quite a bit of money in this event. People who go to air shows aren’t like people who go to festivals. They expect the booths to have something to do with flying or military or food. Definitely food. They’re not exactly flocking towards the bookstore that has no books dealing with anything remotely flight-related.

Festival folks come with pockets of cash in small bills and intend to blow it on trinkets and smoked turkey legs. That’s why we do so much better at things like the Fire Ant Festival. Unlike air shows, where folks come to see the planes, nobody at this festival is really lining up to see fire ants. Kaching! for the bookstore!

So, while we had a good day, a nice outing, a chance to get sunburned, we didn’t walk away lighter in books and heavier in cash.

Oh well. I’ll know better next time.

About Linda W. Yezak

Author/Freelance Editor/Speaker (writing and editing topics).
This entry was posted in Promotion/Publicity/Marketing and tagged , , , , , , . Bookmark the permalink.

9 Responses to Picking Your Target

  1. stargazer12 says:

    “Live and learn,” right? You came away with a great picture, so all was not lost.


  2. Ooh, air show! Gotta love old planes.

    But I’m sorry the weekend didn’t turn out like you were hoping. 😦


  3. I think you needed to get away from home for the weekend anyway. Glad it was a “blast.” So sorry to hear your mom is sick again. Still praying.


  4. joannesher says:

    Live and learn, my friend. Glad you had fun, anyhow.


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