A Marketer’s Insights from the Feria de David 2024

In mid-March, I found myself in David, Panama, just as the international market “Feria de David 2024” was in full swing. Generally, I love markets, that was the reason for my visit. There’s something about the mix of people, products, and energy that draws me in every time. So, naturally, I seized the opportunity to explore what this market had to offer. Spoiler alert: It was impressive! Let me share my experience with you through my marketer’s lens.

The Offer: A Little Bit of Everything

Imagine a market that has it all. I mean all. From trinkets and curios to food, clothes, cars, trucks, seeds, livestock, real estate—everything you could think of. I was 100% impressed. I’ve visited many markets, but this one took the cake in terms of variety. It wasn’t just a shopping experience; it was an exploration of all the possibilities in one place.

The sheer range of products got me thinking: how long has it been since you visited a market in person? Markets are unique because they showcase such a variety that you don’t typically see every day. The local and the global mix in a way that tells you so much about a place.

The Service: From Engaged to Disengaged

When it comes to service at a market, the spectrum is wide. From highly engaged to downright disinterested, I saw it all. What struck me was the stark contrast between the sellers. Some were friendly, informative, and actively engaging with potential customers. They were the ones who made you want to stick around, try their products, and maybe even make a purchase.

But on the flip side, there were those glued to their phones, offering little more than a gruff nod. Let’s just say, when I encountered friendly salespeople, I appreciated them that much more. For instance, I was drawn in by an Italian food stand, where I was greeted with a knowledgeable salesperson who offered samples—dried tomatoes and pesto that transported me straight to Southern Italy. I walked away with an excellent espresso liqueur and some treats that brightened my day.

In contrast, when I checked out a new Mitsubishi ASX, the saleswoman was friendly, funny, and even after I told her I wasn’t in the market for a new car, she offered her card and an option to sign up for updates. No hard sell, just a pleasant conversation. That’s what good marketing and sales are all about: leaving the door open for future opportunities.

So, what’s your experience been like at markets? Do you tend to encounter more of the friendly or the disengaged?

The Sensory Experience: Markets Speak to the Senses

Here’s where my biggest “aha” moment came. Markets are a full sensory experience. As marketers, we often forget how important this is. The Feria de David had my senses on overdrive.

I was freezing in the over-air-conditioned halls and sweating at the open food stands with intense smells of grilled food wafting through the air. It wasn’t just the food stands either—there were smells everywhere, from leather goods to fresh herbs. Everywhere I went, I was invited to see, touch, and taste. And the good vendors knew how to make their products irresistible.

Take that Italian stand again: the smell of espresso brought me straight back to Rome, while the dried tomatoes and olive oil reminded me of vacations in Sicily. Every detail was carefully crafted to enhance my experience—hygienic small cups for sampling, wooden sticks for tasting dried tomatoes, and the salesperson’s calm, pleasant voice. This sensory appeal made it impossible not to buy something.

Even the car stand hit the right sensory notes. Sitting in a new car, smelling that fresh leather and seeing the panoramic roof open up to the sky—it was all about comfort and luxury. And I couldn’t help but notice how polished everything was, both literally and figuratively.

When was the last time a market hit all your senses like this?

The Basics: Polished Presentation Matters

Another thing that struck me was the personal presentation of the salespeople. The good ones were clean, well-groomed, and professional without being overdone. Neutral, non-distracting looks made the interactions feel more personal and inviting.

Have you ever had a negative impression of a sales clerk because of an unpolished appearance? Maybe it was an un-ironed shirt or dirty fingernails? I’ve seen it all, and believe me, it can ruin an otherwise positive experience.

As a marketing manager, this visit reminded me of how critical the basics are—not just in traditional settings like a market but also in the digital world. Presentation matters, whether you’re selling tomatoes or tech.

Translating Market Insights into Digital Marketing

Now, you might wonder: how does all this translate to digital marketing? Simple. While we can’t replicate every sensory element online (no smells or physical touch), we can create a sensory-friendly experience.

Here are a few key takeaways:

• Hearing: Just like at the market, sound matters. In digital marketing, it’s the tone of voice in copywriting, the music in videos, or the volume of an ad. Keep it pleasant and never overwhelming.
• Seeing: Design with care. Layout, colors, and visuals should be appealing without being overwhelming. Aim for harmony.
• Feeling Good: Ease of use is paramount. Whether it’s a website, app, or ad, simplicity in navigation and clear, concise descriptions build comfort.
• Safety: Trust indicators like reviews, certifications, and testimonials are essential, just as much as a well-maintained booth at a market signifies quality.
• Hygiene (in the digital sense): A clear, clean, and well-organized layout is akin to well-groomed hands and a fresh appearance.
• Sustainability: Show your commitment to sustainability by highlighting eco-friendly initiatives and certifications.

The Final Takeaway: Collaboration Is Key

At the end of the day, my experience at the Feria de David underscored the importance of collaboration between marketing and sales. A successful market presence—whether in person or online—depends on these two teams working together seamlessly. From planning to execution, they need to be in sync, supporting each other to achieve success.

So next time you find yourself at a market, take a moment to appreciate the sensory details, the sales techniques, and how it all comes together to create an experience. And of course, enjoy the ride.

Have fun at your next live market—and let me know what stood out to you!