Event marketing targets specific groups through interactive experiences at special events. It increases brand visibility, promotes engagement, strengthens relationships, and generates leads more cost-effectively than other tactics. The News Sentinel offers event marketing programs including the Bridal & Beyond show, Women Today expo, and Auto Show, providing exposure to targeted audiences through exhibits, advertising, and sponsorships. Statistics show high satisfaction and return on investment for exhibitors.

1. Why Events?
The Benefits to Your Customers

2. What is Event Marketing?
Event Marketing targets specific individuals or groups at special
events where they hope to make quality individual impressions.
Event Marketing is a promotional strategy linking a company to a
special event to support marketing and advertising objectives.
– engaging, entertaining and interactive brand experience
Examples of Event Marketing:
Trade shows Sponsorships Seminars or Workshops Special Events

3. What is Event Marketing? (continued)
Event Marketing is one of the fastest growing fields in marketing and
advertising today.
Event Marketing gives your business exposure to hundreds of
prospects in your target market, which can net you a much higher
return than other marketing tactics. Marketing budgets are optimally
allocated to generate maximum impact with targeted audiences.
Events:
• Increase the visibility of your brand
• Promote consumer engagement
• Potential to raise an organization’s profile with new customers
• Solidify relationships with existing customers.

4. What Makes Event Marketing Different?
Marketing Diversity: Stand out from your competitors and reach consumers
through a unique and interactive platform.
The Personal Connection: Connect with your audience in an exclusive and
intimate way. It creates a mutual environment that is ideal for face-to-face
communications and interactions between event staff and guests.
Surefire Lead Generation: At the very basic level, Event Marketing is a great
way to generate leads. Just by attendees showing up demonstrates a very high
level of interest and engagement. Make sure you’re ready to convert by
collecting valuable contact information and/or demographics or data.

5. What Makes Event Marketing Different?
(continued)
Unique Branding Opportunities: Event Marketing can be a phenomenal
brand booster when used the right away.
Audience Engagement:
– One on One  Group Selling
– Demonstrate Goodwill

6. Why Event Marketing?
Audience Concentration - events provide the best time to
meet, educate and persuade large volumes of customers at one time.
Credibility - events provide an opportunity to establish your
company’s position in the marketplace and reinforces your legitimacy to
your potential and existing clients.
Cost-effective – studies reveal that the average cost per attendee
interaction at an event is significantly lower than the cost of an average sales
call. Event-qualified leads mean more clients, less time.
Research - events allow for solid market analysis. They are a great
forum for organizing surveys and conducting focus groups without having
to secure an additional venue.
Get an Edge – events give you the opportunity to distinguish yourself from
the competition and give your company and products the unique advantage to
shine.
Opportunity - events allow you to offer samples or coupons;
entertain clients; conduct demonstrations; make sales and generate
leads.

7. Benefits of Event Marketing
• Focus the attention of qualified and targeted prospects on your product,
service and/or brand.
• Make a great first impression with a large volume of prospects in a short
period of time.
• Communicate, interact and respond with prospects. Connect face-to-face by
appealing to their interests and addressing their questions.
• Prospects can touch, feel and see your product live in-person. Event
Marketing is one of the only marketing mediums that can appeal to all five
senses (sight, sound, touch, taste and smell).
• Make a sale, take in money or set appointments in real-time.
• Generate leads to make future connections and sales and cultivate
relationships.

8. News Sentinel Event Marketing Programs
Consumer Lifestyle Events Target Audience:
Bridal & Beyond Showcase: Brides and female Millennials
Women Today: Females age 18+ with a core audience of adults age 35 to 60
years old
Auto Show: Adults age 18+ with a core audience of adults age 40 to 65 years
old
Career Fair: Adults age 18+ seeking employment
Other Events:
Academic Achievers
Southern Appalachia Regional Spelling Bee

9. How Do We Advertise?
• Print Ads: 32-40 Full-Color Ads per event generate about 7 million
impressions
• Digital Advertising generates over 1.6 million impressions across all three
events
• Social Media buys reached 75,000 within the target demographic for
Women Today and Auto Show and 5,000 Brides to be
• TV and Radio Advertising reached over 2.1 million across all three events
• Special Sections for Women Today and Auto Show as well as the Bridal &
Beyond Magazine reached over 330,000 total.
Total Advertising Impressions: over 29 million

10. Free Marketing Opportunities
• Door Prize Giveaway (retail value $200)
• Grand Prize Giveaway: The Grand Prize Giveaway will include dedicated
advertising and promotion in print and social media and will feature
participating exhibitors and sponsors who are providing a grand prize
valued at $500+!
• Show Specials with PA Announcement throughout each event

12. Bridal & Beyond

13. Bridal & Beyond

14. Bridal & Beyond

15. Bridal & Beyond

16. Bridal & Beyond

17. Bridal & Beyond Packages
• Package A: $699
– 10X10 plus resource listing
• Package B: $899
– 10X10 plus sixth-page ad
• Package C: $1,499
– 10X20 plus third-page ad
• Non-profit: $405
– Booth only (501(c)3 Charities only)
• Package includes:
– Show Specials Print Announcements
– Grand Prize Entry ($500 value)
– Door Prize Entry ($200 value)
– Upgrade Exhibitor Listing on website
– Swag Bag Inclusion

18. Bridal & Beyond Ad-ons
• Add a booth: $500
• Add a corner: $75 (more traffic flow)
• Boost advertising:
– One-sixth page ad: $400
– One-third page ad: $600
– One-half page ad: $800
– One-full page ad: $1,500
• Receive half-page advertorial
– Connect the Dots: $199 + $100 prize
What if I Can’t Afford a Booth?
• Business can advertise in the Bridal & Beyond Magazine without having a
booth presence
• They can also participate in our swag bags for $199

19. The Statistics Don’t Lie
• Bridal & Beyond
– 92% spent two or more hours at the event.
– 95% of attendees plan on sharing their experience at Bridal & Beyond
with others.
– 97% would recommend Bridal & Beyond to others
– 70% of Exhibitors met or exceeded their goals as a participant in the
2014 Bridal & Beyond
– 80% were satisfied with their participation in the Bridal & Beyond
– 91% were satisfied with the promotion of the show to consumers
– 91% were satisfied with the show attendees
– 96% would recommend Bridal & Beyond to other businesses

20. Women Today

21. Women Today

22. Women Today

23. Women Today

24. Women Today

25. Women Today

26. Women Today

27. Women Today

28. Women Today Packages
• Package A: $899
– 10X10 Booth Space Only
• Package B: $999
– 10X10 Booth plus quarter-page ad
• Package C: $1,699
– 10X20 Booth plus quarter-page ad
• Non-profit: $449
– Booth only (501(c)3 Charities only)
• Package includes:
– Show Specials Print Announcements
– Grand Prize Entry ($500 value)
– Door Prize Entry ($200 value)
– Upgrade Exhibitor Listing on website

29. Women Today Ad-ons
• Add a booth: $799
• Add a corner: $75
• Booth Advertising:
– One eighth-page ad: $225
– One quarter-page ad: $449
– One half-page ad: $899
– One full-page ad: $1,799
• Connect the Dots: $399 + $100 prize
• Swag Bags: $125 for exhibitors/$249 non-exhibitors
What If I Can’t Afford a Booth?
• Businesses may place an ad in the Women Today special section without
purchasing booth space
• Swag bags

30. The Statistics Don’t Lie
• Women Today
– Of 2014 Women Today attendees, nearly two-thirds were returning
attendees.
– 98% of attendees would recommend Women Today to others.
– 95% of attendees plan on sharing their experience at Women Today
with others.
– 96% of attendees plan to attend the 2015 Women Today Expo.
– 91% of Exhibitors met or exceeded their goals as a participant
in the 2014 Women Today Expo
– 92% were satisfied with their participation in the Women Today
Expo
– 100% were satisfied with the promotion of the show to
consumers
– 88% were satisfied with the show attendees
– 100% would recommend the Women Today Expo to other
businesses

31. Auto Show

32. Auto Show

33. Auto Show

34. Auto Show

35. Auto Show

36. Auto Show Packages
• Package A: $899
– 10X10 Booth only
• Package B: $999
– 10X10 Booth
– Full-color, eighth page ad
• Package C: $1,899
– 10X20 Booth
– Full-color quarter page ad
• Non-profit: $450
– Booth only (501(c)3 Charities only)
• Automotive Floor Space - $3.68 per sq. ft. (car dealers and manufacturers)
– Please note this does not include charges for drayage/shipping for the event. In addition
all labor for event installation / dismantle must be provided by the Knoxville News
Sentinel, excluding the on-site supervisor.

37. Auto Show Ad-ons
• Add a booth: $699
• Connect-The-Dot’s – Free + $100 prize
• Boost advertising
– Add one-eighth page ad $249
– Increase from one quarter to half page, add $499
– Increase from one-quarter to full page, ad $1,499
What if I Can’t Afford a Booth?
• Special Section Advertising Only Rates:
– One-eighth page ad: $299
– One-quarter page ad: $599
– One-half page ad: $1,149
– One-full page ad: $2,199

38. The Statistics Don’t Lie
• Auto Show
– 99% of attendees would recommend the Auto Show to
others.
– 95% of attendees plan on sharing their experience at the
Auto Show with others.
– 95% of attendees plan to attend the 2015 Auto Show.
– 48% Plan on purchasing a car in the next 12 months.
– 72% plan on purchasing an insurance policy in the next 12
months
– 87% of attendees say the that the Auto Show influences
their future purchasing decisions.

39. Multi-show Discount:
2 or more shows = 10% off

40. Event Sponsorships
• Sponsorships are customized on a case by case basis and range from
$1,500 to $15,000
– Category Sponsors: (i.e. David’s Bridal-fashion-$1,500-$5,000)
– Presenting Sponsors: ($10k-$15k)
– Ticket Sponsor: ($3,500+)
– Tote Bag Sponsor: ($3,500+)

41. Event Websites with links
• Bridal & Beyond: www.knoxbridalandbeyond.com
• Women Today: www.womentoday.com
• Auto Show: www.knoxautoshow.com