How to Market Your Market (Social, Flyers, Influencers, Photography)

GUIDE 6 — How to Market Your Market (Social, Flyers, Influencers, Photography) By Markets & Fairs 1. SUMMARY Australian markets—whether weekly farmers markets, artisan events, night markets, or seasonal festivals—compete in an environment where discovery happens online first. Attendance is no longer driven by location alone. Consumers behave like digital shoppers: they choose experiences based on what they see on social media, what friends recommend, and what visuals resonate with their lifestyle. For operators, marketing is no longer optional. It is operational infrastructure on par with stall layout, staffing, and safety planning. This guide outlines a complete system—practical, affordable, and replicable—for promoting a market using: • Photography • Social media • Captions • Flyers and signage • Influencers and local partnerships • Seasonal campaigns • Crisis and weather communications The aim is to give operators a structured approach that leads to consistent attendance, stronger stallholder outcomes, and a clearer public identity for the event. 2. THE OPERATOR MARKETING FUNDAMENTALS Visibility Your market must appear regularly where your audience already spends time: social platforms, community boards, council listings, and local businesses. Markets that stay visible become “part of the weekend routine.” Consistency Algorithms reward consistency. Consumers reward familiarity. Markets that maintain steady messaging get higher awareness and more predictive foot traffic. Storytelling Markets thrive on human connection. Show the growers, makers, artisans, bakers, and stallholders. Show the crowds. Show the energy. Storytelling is a market’s competitive advantage over supermarkets and malls. Partnerships Stallholders, creators, influencers, councils, local cafés, schools, and community groups form an ecosystem around your market. When they participate in promoting the event, your visibility multiplies. Proof People want reassurance that a market is busy, vibrant, and worth attending. Photos, videos, crowds, stall previews, and testimonials all act as social proof. Each of these fundamentals applies differently depending on your market type: Weekly markets High-frequency communication. Audience expects regular reminders. Monthly or quarterly markets Longer gaps require pre-build and countdown strategies. Seasonal/night markets Seasonal momentum and ambience must be captured visually. Night markets rely heavily on strong photography. Regional markets Tourism bodies and local councils play a major role. Visual storytelling is essential to differentiate from other regional destinations. 3. HOW TO BOOST REACH (DIGITAL + PHYSICAL) Operators often focus heavily on social media and overlook equally important channels. Marketing works best as a blend of digital + physical touchpoints. A. Social Media (Organic) Platforms to prioritise • Instagram — strongest for visual storytelling • Facebook — strongest for local community reach and events • TikTok — optional, but valuable for younger audiences and night markets Content mix (recommended %) • 40% → Stall previews + product highlights • 25% → Crowds, families, atmosphere • 20% → Behind-the-scenes stories • 10% → Practical info (dates, times, parking) • 5% → Announcements or sponsor messages Optimal formats • Reels — highest organic reach • Photo carousels — great for vendors and atmosphere • Stories — best for last-minute reminders, polls, and countdowns Posting priorities High-quality photo/video Clear caption with practical details Tag stallholders (they reshare → boosts reach) Use local hashtags sparingly and specifically Never post without a call-to-action (CTA) B. Email Newsletters Email remains one of the most cost-efficient channels. Frequency • Weekly markets: 1 email per week • Monthly markets: 2–3 emails per cycle • Seasonal markets: weekly during the run, with opening + closing emphasis Structure • Hero photo • “What’s on this week/month” • Stall highlights • Map or parking info • CTA: “Share this with a friend” Even small markets benefit from having a simple subscriber list. C. Flyers & Posters Physical visibility still matters, especially for family-oriented and regional audiences. Distribution points • Libraries • Community centres • Local cafés • Childcare centres • Sporting clubs • Council boards • High street retailers Must include • Market name • Operating day/time • Address • QR code linking to social or website • 1–2 strong images • Short tagline (e.g., “Fresh food. Local makers. Every Saturday.”) Flyers support brand recognition even for audiences who follow you online. D. Onsite Signage Good signage acts as both navigation and advertising. Types of signage to include • Entry arch or banner • Directional wayfinding • “This way to food / crafts / produce” • “See you next week!” exit sign • Sponsor boards Benefits • Reduces confusion • Enhances visitor experience • Improves photo shareability • Reinforces brand identity E. External Listings & Community Visibility Operators should consistently submit details to: • Council event directories • Tourism listings • Facebook Events • Community radio bulletin boards • Local newspapers (free “what’s on” listings) • Event platforms (generic, publicly accessible platforms — mention categories neutrally) These listings improve searchability and support SEO. 4. PHOTOGRAPHY GUIDE FOR OPERATORS Strong imagery is the foundation of a market’s digital identity. A. Essential Photo Angles 1. Wide Shots Capture the full atmosphere: tents, crowds, signage, layout. 2. Mid-range Shots Rows of stalls, people browsing, busy walkways. 3. Close-ups Product details: fresh produce, handmade goods, steaming food, textures. 4. Stallholder Portraits Short interactions generate trust and human connection. 5. Signature Market Elements Anything unique—historic buildings, lighting, trees, murals, animals, water views. B. Best Times to Shoot Morning (opening hour) • Natural light • Less crowd clutter • Clean stalls Peak time (crowds present) • Social proof → people want to go where others go Golden hour (outdoor markets) • Warm, flattering light • Most photogenic atmosphere Night markets • Use stall lights, neon, food smoke, reflections • Capture movement and ambience C. What Makes a Shareable Photo • Colour and contrast • Clean composition • Recognisable products • People smiling, holding food, interacting • Seasonal or festive elements • Something “instagrammable” D. Shot Lists (Operators Can Reuse Weekly) Weekly markets • 2 wide shots • 3 stallholder photos • 3 product close-ups • 1 crowd photo • 1 signage photo Monthly markets • 10-12 key shots for the month’s campaign • Rotate through different stallholders each event Night markets • Lights • Food preparation details • Drinks • Entertainment • Atmosphere shots using glowing signage or lanterns 5. SOCIAL CAPTIONS THAT DRIVE ATTENDANCE Captions must be structured around: Hook → Value → Details → CTA Hook examples • “This Saturday’s lineup is looking incredible.” • “Fresh strawberries and local honey are back.” • “Night market vibes return this week.” Value examples • “Meet 80+ local makers.” • “Seasonal produce is at its peak.” • “Live music all afternoon.” CTA examples • “Tag a friend you’re bringing.” • “Save this for Saturday.” • “See you 8am–1pm on Main Street.” 10 Caption Templates (Copy & Paste) Neutral, ready for any operator: “We’re open this weekend with a full lineup of food, produce and handmade goods. Join us from [time] at [location].” “Your Saturday plans are sorted. Fresh food, local makers and great coffee from [time].” “Stall spotlight: [Vendor]. Find them this [day] with their [product].” “The vibes were incredible last weekend. We’re back again from [time]. See you there.” “Bring the family, bring your friends. Markets are better together. [Time + location].” “New stalls joining us this week: [list]. Come say hello.” “Fresh, seasonal and local — everything you need this [day].” “Night market returns. Food, music and atmosphere from [time].” “Planning your weekend? Save this for Saturday.” “Thank you for supporting local. We’re open again this [day] from [time].” 6. RECOMMENDED POSTING FREQUENCY Weekly Markets • 3 feed posts per week • 1 reel per week • 4–6 stories across Friday/Saturday Monthly Markets Four-week cycle: Week 1: Announcement + date Week 2: Stallholder previews Week 3: Countdown + map + food features Week 4: Market day content + immediately post photos for next cycle Night or Seasonal Markets • Daily posting in opening week • Consistent reels (3–4 per week) • Stories every event night Consistency builds recognition. Recognition builds attendance. 7. PARTNERSHIPS TO GROW FASTER A. Influencers & Micro-Creators Why they work • They create content quickly • They bring new audiences • They legitimise the experience What they need • Clear brief • Time window • Optional stall voucher • Access to operators What to request • 2 reels • 4–6 stories • Tags and location pins B. Traders as Ambassadors Your best marketers are already on site. What to provide • Pre-designed social graphics • Tag lists • Folder of market photos they can reuse Encourage sharing via: • Stallholder spotlights • “Meet the Maker” series • Reposting stallholder content C. Local Businesses Cross-promotion grows reach without cost. Examples: • Cafés → display posters • Gyms → share weekend events • Community centres → offer bulletin listings • Retailers → QR flyers by checkout D. Councils & Tourism Bodies Provide: • Market name • Dates/times • 1–2 high-quality photos • Short event description • Website/social links These bodies have larger reach and often include events for free. E. Schools & Community Groups Examples: • Local school fairs cross-promoted • Local musicians perform for exposure • Scouts/volunteer groups participate in community drives 8. ANNUAL CAMPAIGN PLANNING A year is easier for operators when broken into campaigns. Seasonal anchors • Summer night markets • Easter (family focus) • Mother’s Day craft markets • Winter warmers • Spring produce season • Christmas markets Campaign Calendar Template Month Theme Visuals Key Messaging Jan Summer food Fruit, iced drinks “Fresh & vibrant” Mar Easter Pastels, rabbits “Family weekend” Jun Winter Warm tones “Comfort food & crafts” Sep Spring Flowers, markets in bloom “Fresh starts” Dec Christmas Red + gold “Festive market season” 9. CRISIS & WEATHER COMMUNICATION Operators must communicate proactively and clearly. When rain is expected • Post the night before • Clarify covered/uncovered stalls • Provide parking updates • Reassure about safety During unexpected weather • Short, direct update • No dramatic language • Indicate stall adjustments if needed Postponement/cancellation General guidance only (not legal advice): • Update all channels immediately • Email stallholders • Update council listings • Use calm, consistent messaging 10. EXAMPLE MARKETING ASSET LIBRARY Operators can prepare a simple template folder with: Templates • “This week’s lineup” graphic • “Stall spotlight” graphic • Map image • Carousel layout • Poster layout Checklist for each event • 1 announcement post • 1 stall preview post • Stories 24 hours before • Reel on event day • Photo set for next cycle 11. TOOLS & RESOURCES (NEUTRAL, CATEGORY-BASED) Categories only (not endorsements): • Online design tools (poster + reel templates) • Email marketing tools • QR code generators • Content scheduling tools • Basic video editing apps • Cloud storage folders for photo organisation • AI captioning tools for drafting (operators must review manually) All tools listed above exist in multiple vendors and formats. 12. 30-DAY QUICK-START CHECKLIST Week 1: Build Your Foundations • Create templates • Organise a photo folder • Submit listings to council/tourism • Set up newsletter template Week 2: Capture Content • Photograph stalls, crowds, signage • Film 2–3 reels • Build stallholder spotlight queue Week 3: Establish Posting Rhythm • Follow the recommended frequency • Tag stallholders consistently • Use weekend countdowns Week 4: Evaluate & Adjust • Check reach, shares, saves • Identify high-performing content • Refine next month’s plan