We do a number of interviews before the State Fair begins, and a frequent question is “How did you choose the theme?” If I had taken more — um, I mean any — marketing classes in college, I would be able to give some pithy answer about analyzing market research to find exactly the right words and phrases that would resonate with the public and persuade them to drop everything and come to the fair. That’s all well and good, but market research doesn’t always meet with success. Can you say “New Coke“?
So at State Fair Theme HQ, we usually get together, consume lots of caffeine, and toss out a bunch of ideas. Then our graphic designers play around with some of the phrases and create logo designs for us to ponder. Some of them are hilarious, others downright bizarre. We whittle down the ideas to a few potential keepers, then we keep tossing them on the wall until something sticks (or we run out of caffeine).
Several past themes have revolved around fun (“Blue Ribbon Fun,” “Farm Fresh Fun,” “Seriously Twisted Fun”). This year we took a slightly different direction with “Take Time for a Great Time.” In ad-speak, it’s a call to action that evokes positive emotion. But mostly it just sounds good.
Regardless of our theme, we always want the underlying message to be that the State Fair is a great event worth going to. We hope you agree. And of course, we hope you’ll take time for a great time by visiting the 2008 State Fair.