With 10,000 to 15,000 people expected at Encinitas Oktoberfest & Artisan Faire on Sept. 27, local businesses have an opportunity to do something increasingly difficult in a digital world: meet potential customers in person.
One question I often hear from North County local business owners is, “How do I get in front of more customers?”
In today’s crowded marketplace, that can be challenging. Businesses can spend money on digital advertising without knowing exactly who noticed it. Social media algorithms are constantly changing. Email boxes are crowded, and consumers are inundated with marketing messages every day from the moment they pick up their phones in the morning.
Sometimes, one of the most effective ways to build awareness is also one of the most traditional: showing up where your community gathers. There is still something refreshingly simple about meeting someone in person.
Recent event-industry research found that 71% of attendees believe in-person events are the most effective way to learn about new products and services, while 83% of event organizers surveyed said in-person events are the most effective way to build and grow a community. And according to research from the U.S. Chamber of Commerce, 91% of small businesses believe businesses should give back to their local communities, and nearly two-thirds reported sponsoring or donating goods or services to local events.
Those numbers reinforce something we see firsthand here in Encinitas: when businesses become part of the experiences people already enjoy, they have an opportunity to do more than generate visibility. Community events offer businesses something online advertising simply can’t replicate—face-to-face conversations, authentic connections and the opportunity to make a memorable impression.
I have watched it happen countless times at community events. Someone stops because a child wants to see what is happening at a booth, because there is something interesting to taste or try, or simply because they recognize the name of a business they have driven past a hundred times. A few minutes later, they are having a real conversation with the person behind that business.
On September 27, the Encinitas Chamber of Commerce will celebrate the 30th Anniversary of the Encinitas Oktoberfest & Artisan Faire, one of North County’s most beloved signature community events. 10,000-15,000 attendees are expected to gather along Mountain Vista Drive in Encinitas’ El Camino Real corridor for a day of live entertainment, food, shopping, family activities and community celebration.
For a North County business owner, that number deserves a second look. 10,000-15,000 people gathering. In one place. In one day.
For exhibitors, Oktoberfest provides an opportunity to meet potential customers face-to-face in a relaxed, festive environment where people are ready to explore and discover something new. A booth can become a place to demonstrate a product, offer samples, answer questions, collect leads and email contacts, introduce your company to new customers and reconnect with existing ones.
A jeweler can customize a necklace. A retailer can demonstrate a product. A fitness business can invite someone to try an exercise. A home services company might offer quick advice. A nonprofit can introduce its mission. A professional services firm can answer the question customers ask most often.
That is when a booth becomes more than a booth. For a few hours, it becomes a storefront, a demonstration space, a meeting place and an introduction to the people behind the business. Most importantly, it creates an opportunity to start a relationship.
Beth Kass, owner of Mochichi’s Donuts in Encinitas, saw that firsthand while introducing the newer North County business to the community.
“Exhibiting has been an incredible opportunity to connect directly with the community and introduce Mochichi’s to so many new people,” Kass said. “There’s something powerful about meeting potential customers face to face, sharing what we do and creating that personal connection.”
Kass said those events have resulted in meaningful conversations, greater awareness and people telling the business they planned to visit after meeting them.
Longtime participants can see the effect from a different perspective.
Encinitas Ballet Academy participates in Oktoberfest year after year, giving the school an opportunity to meet parents and children away from the studio and introduce families to ballet in a setting where they might not otherwise encounter it.
“Every year we meet families at Oktoberfest who did not know much about Encinitas Ballet Academy before they stopped to see us,” said Sayat Asatryan, director of Encinitas Ballet Academy. “What I really enjoy is when a parent comes into the academy later and tells me, ‘We saw you at Oktoberfest.’ We have had families discover us that way and later enroll their children. Being there year after year keeps us connected to the community.”
The benefits can continue long after the event is over. Someone who stops at your booth may become a customer weeks or months later. An email collected that day can become part of an ongoing relationship. And simply being visible at a longstanding community tradition helps reinforce that your business is part of the community it serves.
Sponsors have the opportunity to extend that reach even further. Through Chamber marketing, digital communications, social media, media outreach and event-day recognition, sponsors can gain exposure before the first attendee ever arrives. This year also offers businesses the chance to align themselves with a special milestone—30 years of an Encinitas tradition that has brought generations of the community together.
Tapping into Encinitas’ Health & Wellness scene, later this fall, we’ll also host our Wellness for Every Body ~ Healthy Living Expo on November 7, offering another unique opportunity for businesses. While Oktoberfest reaches a broad audience, the Wellness for Every Body ~ Healthy Living Expo connects businesses directly with attendees actively seeking health, wellness, fitness, nutrition, medical, and lifestyle resources. For organizations in those industries, it’s an ideal setting to educate, build trust, and develop meaningful customer relationships.
At the Encinitas Chamber of Commerce, we believe thriving businesses and a vibrant community go hand in hand. When businesses participate in community events, they aren’t simply promoting themselves. They’re meeting their neighbors, supporting local traditions and helping create the experiences that make Encinitas such a special place to live, work and visit. As I like to say, you’ll run into old friends and leave with new ones.
So, if your business is looking for a way to reach new customers this fall, consider stepping out, and into the community.
Meet your customers. Tell your story. Build relationships. And give people a reason to remember your business.
Exhibitor and sponsorship opportunities are currently available for the 30th Anniversary Encinitas Oktoberfest & Artisan Faire on September 27 and the Wellness for Every Body ~ Healthy Living Expo on November 7. To learn more about participating, contact Carol Knight at [email protected].
