Transcript Events-Based Marketing

Events-Based Marketing
New revenue streams aligned
with your strongest brands.
Local Media Association | April 2015
A Solid Match for Revenue and Audience
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Grow revenue by offering more options to advertisers
Form a better community connection
Also great for:
o Leveraging your brand
o Creating new partnerships
o Infusing new life into existing revenue-generating products
and services
o Creating buzz
It Doesn’t Have to Be:
● Huge (your event doesn’t have
to be giant to be effective and
profitable)
● Original (think partnerships)
Advantages to Local Media
Producing Events:
● Local Media has a huge network
of relationships with potential
advertisers, partners, service producers and vendors
● A suite of resources at the ready
● Great awareness and knowledge of their audience
● Powerful local brands that can host events.
Deciding to Produce an Event
1. Assess audience demographics and interests
2. Look at existing business relationships
Media companies need to do some
reporting, research and reflection.
What Types of Events?
How are your special sections doing?
“Find out what is interesting in your
community – what exists that you can
put an event around, and also consider
what brands you have.”
– Dan Hartman, Utah Media Group
These Events Could Be ...
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Home and living shows
(including cooking and lifestyle
shows)
Bridal shows
Women’s expos
Family expos
Shopping center or strip mall
festivals
Auto dealer events
Staffing Your Event
● Look at internal resources & capabilities
● Consider who in your company could handle different
elements of planning and marketing
● Make sure the event coordinator is a leader and is
fully committed to the success of the event
Staffing Your Event
Your event in the community is an extension of the media
company’s brand.
The person heading up your event should be:
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Organized
Analytical
Passionate
A juggler!
Involve Your Sales Staff
● They should be involved in planning, staffing and
selling every event
● Goals should incorporate the event
● Advertising and marketing leads should work together
to orchestrate kickoff planning, and meet weekly
year-round to check in on deadlines and to-do lists
● They should sell sponsorships and booth packages to
current and new advertisers
● Also require them to work at the event itself, staffing
it in shifts as needed
What is Your Event Venue?
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Is this event suitable for
outdoors?
No matter the event, there
needs to be:
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Plenty of space
Ability for vendors/service
providers to load in and out
Substantial, convenient parking
Security and controllable access
(if ticket purchase is required)
Where’s the Money?
1. Ticket sales to the public
2. Sponsorship opportunities
3. Partnerships
Marketing without Breaking the Bank
● Use in-house options for marketing
● Partner up with radio or television stations
● Print promotion including direct marketing, niche
publication promotion and more
● Partner marketing – make it easy for your advertisers,
vendors and service providers to market, too!