Publisher Jason Taylor revs up the crowd during the KidzExpo
$2.5 million
generated in the past three years
By Tanya Henderson,
Local Media Association
When you listen to Lyndsi Sebastian and Angela Doggett from
the Chattanooga Times Free Press talk about their events, you realize they are
old pros. Sebastian and Doggett joined Shannon Kinney, author of the LMIA
report on Event Marketing for a webinar that showcased the details of planning
and executing local events.
From expos to community banquets, the Times Free Press puts
on an event like no other by leveraging their strengths. As Kinney mentioned “no one else could put on
an event of this caliber.” With more
than 10,000 in attendance for their recent Kidz Expo, who says newspapers are
dying?
Doggett mentions that having the successful turnout really
helps turn exhibitors who may never have advertised into new customers. The event is a showcase for the power of
print. Vendors pay an average of $700 a booth for a one day show; $1100 for two
days and is packaged with other advertising including a special section
promoting the event and web advertising.
It’s also important to remember that event marketing falls
under a separate budget for most companies so it’s a chance to get more dollars
into your newspaper without hurting a current newspaper buy.
They are good at balancing money-makers with feel-good
community events that may or may not be as profitable. As Sebastian notes, it’s a chance to promote “good
news” to the community. Some of their
banquet events are athletic, Best of the Best and public service awards. Expos include kids, bridal, women’s and
boomers.
The talent that they’ve been able to secure over the last
few years has been amazing. From Paula
Deen, to Jillian Michaels to Martha Stewart.
Their upcoming She Expo includes writer Nicholas Sparks, Giuliana and
Bill Rancic and Cheryl Burke and Mark Ballas from Dancing with the Stars – not too
shabby.
The bigger the event, the more they can spend on
talent. They primarily contract with six
agencies representing clients. According
to Sebastian there are brokers but they work only with the agencies.
When securing talent you have to think about your
market. Sebastian mentions for instance
that Paula Deen was a huge hit in Tennessee, but may not be as big a draw in
LA, so it’s important to know your community and suggests starting by looking
at what’s missing in your market.
If you are interested in purchasing the full LMIA report,
visit this link:
http://www.localmedia.org/Foundation/LocalMediaInnovationAlliance.aspx