It is much more cost efficient and less labor intensive to piggyback on an event taking place in the community than to create one from scratch. Many events take months of preparation, bargaining with vendors, and sometimes end up costing more than to put together than to make money. Most community events offer publicity for their sponsors, and a minimum sponsorship fee. For nonprofits, the fees are sometimes cut to 70% and sometimes even free.
Booths are offered to sponsors so that the general public can find out more about the services or products, thus creating awareness for a fraction of the price.
Don't get me wrong, not all community events are perfect. Some research is involved when choosing the right venue.
If the product has a particular niche, for example a gun show would be a bad piggyback event to sell jewelry, the exposure would be minimal.
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