All’s Fair in Tennessee
The state or county fair is a time-honored tradition, celebrating and showcasing local agriculture, craftsmanship and culture. The fair is a communal gathering space where we’re sure to connect with neighbors, local businesses and artisans we may not get to see on a regular basis.
TNBA members play a special role in the fair, often sponsoring events and offering a place to sign up for critical services. By providing fast, reliable internet at the events, TNBA members make it possible for vendors to make sales and customers to collect handmade, unique merchandise. But more than that, ISPs have the opportunity to interface with members on a personal basis they’re not often afforded. Fair season is a valuable time to gather feedback and understand the community’s wants and needs at large.
Ben Lomand Connect is connecting at five county fairs this year, says creative services manager Karen Wilson.
The company began participating in fairs long before she started with the company 28 years ago, she says, calling it the busiest time of year for the marketing department. The most important touchpoint with their customers, BLC sets up a Telephone Museum, gives out items to kids and offers a chance to win a tabletop Blackstone griddle at the largest fair in Warren County.
BLC also demonstrates its commitment to accessibility by filming several fair events, allowing many who can’t attend in person enjoy from home. Karen says the Fairest of the Fair pageant gets the highest viewership.
Amy Phelps, marketing manager at NCTC, says her company tries to do something new and surprising every year. It gives out promotional items and has experimented with setting up its booth inside and outdoors, finding it’s more successful indoors. In previous years, NCTC staffers have set up stations where attendees can charge their phones—and perhaps become familiar with the NCTC team and their offerings while they wait.
DTC Communications takes a different approach. Rather than a standard pop-up booth, it sets up an event trailer which features an interactive photo booth complete with props, as well as a prize wheel displayed on the TV inside. Participants have the chance to win sunglasses, eyeglass cleaners, sports balls and piggy banks. With three years of participating in the state fair, DTC’s memorable presence has paid off in the form of increasing brand awareness and the positive feedback its trailer receives is a recurring, recognizable highlight.
United Communications’ Senior Marketing Manager Kristina Troglen says that co-branding its booth with Middle Tennessee Electric means passersby see companies they already trust. Giving away unique promotional items, like bubbles, rubber ducks, glow bracelets and pizza cutters, draws people to its booth, where they are happy to learn that United is part of their electric co-op and even happier to learn that local people provide fiber internet to their community.
“County and state fairs allow us to meet thousands of people face to face, strengthening our role in the community,” Christina says. “It’s not just about giveaways. It’s about connecting with neighbors, building trust and showing up where families gather.”