Why your marketing budget should include a trip to the county fair

I believe hard work should be appreciated, people who have found their passions should be celebrated, and advertising dollars should be spent in unique ways. And I’ve found the perfect solution to accomplish all three just by a trip to the county fair. Don’t believe me? Let me tell you how!

How often do you hear from an older generation, “Folks just don’t know what hard work looks like,” or even from employers lamenting the work ethic (or lack of) of today’s employees? If only there were future employees out there who knew the value of hard work and dedication… Let me tell you a little about how my daughters spend their summer days. They wake up at 6:00 am to start their day. After washing four cattle projects, working with four sheep projects, and feeding all eight animals, they come back to the house to eat breakfast at about 8:30. Sometimes I go out to the barn with them to pick stalls or create content for TikTok, but I sure don’t help with their chores. (Mainly because they won’t let me; I’m just a mom and have no idea what I’m doing. If you know, you know.) After helping on the ranch all day, they start their afternoon chores at 2:30 pm to repeat their morning process. In the evenings, they also practice showing each animal, so they don’t (hopefully) misbehave in the show ring. Wouldn't you like employees who work that hard at your place of business and not at your competition?

4-H and FFA participants all over are working hard all summer getting ready for their fair and the accompanying livestock sale – the fruits of their labor. Your organization’s support by buying an animal shows these future employees (I’ve got one destined for small business ownership and one who should be an attorney) that your organization supports and rewards hard work. They’ll remember your support. How do I know? RDO Equipment Co. purchased my oldest daughter’s first market lamb. With that money, she turned around and invested in John Deere stock. She now has literal and figurative ownership in that company.

Now, I’d like to think that they’re just gosh-darned hard-working individuals, but this is something else. They don’t even argue about doing chores. You heard me right: they don’t argue with me. The adage “If you love what you do, you’ll never work a day in your life,” could not be truer than these two girls taking care of their animals. They’re passionate about their 4-H projects, both indoor and livestock, and they work hard year-round because they genuinely love it. When you’re at the next fair, and you see some kids hanging around their animals, just ask them about their projects. You’ll see their eyes light up, they’ll puff up their chests with pride, and they’ll look you in the eye while they spend the next hour telling you all about their project(s). It’s magical to see that kind of passion, and it's guaranteed to renew your faith in the #nextgeneration of the workforce.

But enough about cultivating the future workforce. Let me tell you how your organization can benefit right now. It all starts with being unique with your ad spend. Here are a few reasons why. On average, people receive over 250 emails a day, you have literally two seconds to make an impression on social media with your ad, and millions of music and TV streamers have taken away the effectiveness of radio and TV advertising at a reasonable cost. That means you have to think of creative and innovative ways to grab your ideal customers’ attention. Speaking of ideal customers, if your ideal customers look like fellow business owners and representatives, family farms and ranches, and/or students with the potential to make a serious investment, you’ll find them all at your local 4-H/FFA Livestock Auction. Besides being where your ideal customers are, you’re contributing to the community – #corporatesocialresponsibility – desired not just by your customers by also by prospective employees. Check out this quote from Forbes.com.

Roughly 82% of U.S. consumers actually consider corporate social responsibility when deciding what services and products to buy and from where. Similarly, a survey of millennials’ work habits indicates that 86% of Generation Y workers greatly value their companies’ corporate social responsibility programs and would quit their jobs if those programs started to slip.

Lucky for you, we’re in the middle of county fair season. It’s the perfect opportunity to get out of the office, sport your logoed polo shirt, indulge in some fair food, and make an investment in your business and your future job candidates. If you need help finding a fair in your area or would like to be connected to a few local 4-H leaders, I’m so happy to make introductions for you.