Case study: Nashville entertainment example

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Example of native adverting campaign

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Case study: Nashville entertainment example

  1. 1. Content Marketing: Internal Case Study Hybrid model: Event + Native • Sales Approach • Platforms and Revenue • Example • Results • Pros and Cons
  2. 2. Custom Event/solution: Sales Approach BARTENDER BASH Nashville Lifestyles Magazine looking for a way to work with national liquor brands, utilize relationship with liquor accounts and sponsors to form a custom event and native content. Event: *Leveraged multiple clients: venue, liquor, traditional sponsorships (cars, banks, etc) to produce an event that would highlight the liquor client *Added value for both Liquor client’s clients and NL brand: bring in local restaurants/bars for the event to mix drinks by liquor sponsor • Liquor client assists in securing restaurants. Magazine trades for venue and supplies but Sells sponsors, tickets • Editorial component within book highlighting 1) Event, 2) Liquor brand, 3) Local restaurants
  3. 3. Revenue and Allocation 1) Trade negates expense for venue (hotel) and product (booze) 2) Sponsorship goal : $7,500 outside of above 3) Ticket goal: $5,000 4) Editorial: no expense realized, photoshoot and edit is part of regular content budgets. Otherwise there would be an allowance for photo and editorial pages.
  4. 4. Example
  5. 5. Successes and Challenges Challenges: • Securing sponsors that compliment event and do not compete • Photoshoot can be complicated with multiple vendors, etc. (however little copy is needed) • Main sponsors (liquor) has to coordinate with Magazine – great deal of planning ahead for event details and editorial • NOTE: This could be scalable in multiple markets Successes: • Event is well received. Client likes being able to leverage his clients for exposure in edit and event • Edit serves as exposure for clients & promotes event • Results were positive, very popular with readers and community • Generated $12-15k annually • We use this model for “like” events, dining, etc.

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