Events-Based Marketing

New revenue streams aligned with your strongest brands.

Local Media Association | April 2015

● Grow revenue by offering more options to advertisers● Form a better community connection● Also great for:

o Leveraging your brando Creating new partnershipso Infusing new life into existing revenue-generating

products and serviceso Creating buzz

A Solid Match for Revenue and Audience

● Huge (your event doesn’t have to be giant to be effective and profitable)

● Original (think partnerships)

It Doesn’t Have to Be:

● 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.

Advantages to Local Media Producing Events:

1. Assess audience demographics and interests2. Look at existing business relationships

Media companies need to do some reporting, research and reflection.

Deciding to Produce an Event

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

What Types of Events?

● 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

These Events Could Be ...

● 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:

● Organized ● Analytical ● Passionate ● A juggler!

Staffing Your Event

● 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

Involve Your Sales Staff

● Is this event suitable for outdoors?

● No matter the event, there needs to be:o Plenty of space o Ability for vendors/service

providers to load in and outo Substantial, convenient

parkingo Security and controllable

access (if ticket purchase is required)

What is Your Event Venue?

1. Ticket sales to the public2. Sponsorship opportunities3. Partnerships

Where’s the Money?

● 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!

Marketing without Breaking the Bank