This document discusses strategies for expanding the Anime Expo convention to attract broader audiences and increase sponsorship opportunities. It proposes incorporating other Asian pop culture genres, martial arts performances, live action films, gaming and fashion to appeal to mature audiences and diversify the experience. Partnering with brands like Cartoon Network, Subway and video game companies could expand the demographic reach and support. Collaborations with websites like Gaia Online and eBay could provide marketing benefits through shared advertising, auctions and virtual promotions. The goal is to fight attrition, attract more attendees and generate greater sponsorship revenue through a more diverse convention program and external partnerships.

1. Strategies for Growth
ANIME EXPO & BEYOND
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2. Expanding the Genre…
As we fight attrition, especially in the 25+ market where there is a
perceptible drop-off in maturing audiences, the “annexation” of other
Asian pop culture properties and incorporation into the body of AX will
attract a broad base of attendees and “re-charge” the experience
 Larger attendee base
 Greater sponsorship opportunities
 Anime awareness among more diverse lifestyle segments
Among the properties/assets that complement the anime culture are:
 Vinyl Art
 Import tuner vehicles
 Tangent properties ( Sanrio, Saban)
 Martial arts (e.g. MMA, marital art choreography*)
*Martial art choreography can be incorporated into a new format for the many contests that
take place at AX.

3. New Additions to Anime Expo…
As anime and manga convey a myriad of related genre, the Anime Expo
could emphasize additional dimensions, further diversifying the experience
 Live-action Japanese cinema offerings
 User-generated content screenings
 Kaiju battles (大怪獣) live, on-site & recorded
 Live Japanese game show competitions: Bastu-gamu (罰ゲーム)
 Print Club: Purikura (プリクラ) installations
 Gothic Lolita/FRUiTS, Harujuku fashion shows*
 Dedicated anime-inspired video game exhibition**
Off-site Expansion
 Satellite events
 Cosplay club nights
 Sponsoring retailer in-store displays
*With support from apparel retailers and relevant institutions such as FIDM or Otis Parsons
**Note: Xbox Live now carrying discounted Viz Production titles

4. Partnering with “Get Animated” Tour…
Subway, Cartoon Network, FDA Support Fifth Annual Tour Aimed At
Getting Kids Active & Healthy
Cartoon Network, along with local cable affiliates, is bringing Crayola, Subway
and the Food and Drug Administration to promote healthy living choices
through the service's "Get Animated" tour.
2010 will be in its 6th year run
40-city summer tour
Runs May 23 through September 9
Motivate, energize and educate kids ages 6 to 14 about healthy living choices
by using the power of Cartoon Network's shows, characters and brands.
 3rd party brand support
 Expansion of the demographic segment
 Additional support via regional MSO
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5. Pass-Through Rights with a Media Partner…
Gaia Online & Burger King promotional channels…
 Virtual BK food items linked to discounts, virtual currency, gold cards &
“prize patrol” tracking
 Integrate Burger King elements into the Gaia Dance Social
 Exclusive Convention Tour Item pack for Gaians with Burger King coupons
 BK ad Gaia Quests w. Anime Expo tie-ins
 Off-site Burger King POS & on-site sampling enhances attendee experience
 External Gaia Online/AX/Burger King advertising outlay
 Advertising & Promotional activation w. Gaia & Burger King e-mail lists
 Greatly amplifies Anime Expo reach
*Gaia: 60% of users are between 16 and 24, with a 55% to 45% female-to-male ratio. This
demographic sub-segment has been a much-sought after component of the BK consumer mix.
The combination of Gaia online reach w. Anime Expo on-site interaction presents a lucrative
marketing channel. Off-site POS provides BK with a self-liquidating sponsorship investment.

6. eBay & Anime Expo Marketing Partnership…
Consolidating brand-partner inventories of collectables, animations cells and
related ephemera for use in branded eBay auction.
Proceeds of the auction are dedicated as part of a larger cause-template tied
into the on-site auction at AX, to be combined into a larger charity operation.
In conjunction with eBay, enlist support via:
 Homepage marketing
 Targeted e-mail solicitation
 Web ads
Why would eBay participate?
 Social networking sites such as MySpace and Facebook stole eBay “fun
factor” and significant online share
 16-24 demographic: 11.9% was spent on MySpace versus 3.7% on eBay
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7. Embracing Media Channels…
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