Betsy Flaherty
  • The fair always kicks off with a parade the evening before the big event begins. AE always has a float and a plethora of employees and family members that want to participate.

    The fair always kicks off with a parade the evening before the big event begins. AE always has a float and a plethora of employees and family members that want to participate.

  • The float evolved over the years...

    The float evolved over the years...

  • ... and again!

    ... and again!

  • The stage originally had no backdrop - and without it, the on air branding was pretty minimal - with the AE banners being on the side. I had the backdrop set built to increase our visual brand presence.

    The stage originally had no backdrop - and without it, the on air branding was pretty minimal - with the AE banners being on the side. I had the backdrop set built to increase our visual brand presence.

  • And, here's a close-up, as it was getting installed

    And, here's a close-up, as it was getting installed

  • The AE booth on the hill next to the stage

    The AE booth on the hill next to the stage

  • AE employees handing out samples to fair goers

    AE employees handing out samples to fair goers

  • Ice Cream Bowl contestants

    Ice Cream Bowl contestants

  • Ice Cream Bowl Winners

    Ice Cream Bowl Winners

  • Ice Cream Bowl Winners - worked with local artists each year to have a unique bowl design commissioned for the trophy

    Ice Cream Bowl Winners - worked with local artists each year to have a unique bowl design commissioned for the trophy

  • Governor Robert Ray even helped judge one year. One year of my college career, Gov. Ray served as the Interim President of Drake University - and during that time I happened to serve as a part time student working for the President's Office. It was wonderful to be able to reconnect.

    Governor Robert Ray even helped judge one year. One year of my college career, Gov. Ray served as the Interim President of Drake University - and during that time I happened to serve as a part time student working for the President's Office. It was wonderful to be able to reconnect.

  • Live on KCCI Channel 8, having kids taste test of new products

    Live on KCCI Channel 8, having kids taste test of new products

  • We used our sponsorship at the fair to test out new products - to see how they'd perform in the marketplace before going to full production

    We used our sponsorship at the fair to test out new products - to see how they'd perform in the marketplace before going to full production

  • AE & KCCI celebrating milestones

    AE & KCCI celebrating milestones

  • The cake was handed out by the AE family members & KCCI anchors to all those who watched the news cast live

    The cake was handed out by the AE family members & KCCI anchors to all those who watched the news cast live

  • In a partnership with the Got Milk? organization, the AE Milk Man and I got milk mustaches

    In a partnership with the Got Milk? organization, the AE Milk Man and I got milk mustaches

Iowa State Fair

Anderson Erickson Dairy

The Iowa State Fair is a staple in the Des Moines community and is just blocks away from Anderson Erickson Dairy's headquarters.  For several years, the company has partnered with both the fair and KCCI, news channel 8, to host their 5 o'clock news from the Anderson Erickson Dairy Stage for the duration of the fair.  As part of this sponsorship agreement, three different segments featuring the company's spokesperson, new products, and the beloved AE Ice Cream Eating Contest is held.  

At an outdoor booth just steps away from the stage, company employees hand out samples of products to passerbyers and gets fans to enter various contests.  This served as an opportunity to tickle the tastebuds of potential new customers, in addition to serving as a lead generation tool for direct mail/email. 

It also served as an employee engagement opportunity.  Those who volunteered to work the booth did so on the company clock, received free admission into the fair, along with a few extra tickets for family/friends, special parking and sway (t-shirts & hats).  It allowed rare mingling opportunities with salary and wage employees.  To keep workers on their toes, Secret Shoppers would visit every shift and rate interactions with employees.  Those who were rock stars received additional incentives.

The fair also served as a revenue stream, where we sold products to several concession vendors.

Tagged: Special Events Spokesperson New Products Marketing Sponsorship Media Community Partners