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It is obvious that newspapers need to implement a digital strategy to stay in the game, but they should not do so at the expense of considering another important and effective channel:  Events. Although a drawback of event marketing is that it typically costs more money than digital, the upside is that it delivers in areas that digital cannot. Read on to learn the 5 benefits of event marketing that make it a strategy that should be seriously considered by every newspaper that is looking to grow its customer base.

The traditional tactics to driving new loyalty program members include direct mail, email blasts, SEM, and sometimes good old-fashioned telemarketing. But there is another way to acquire new loyalty program members that may be overlooked for a variety of reasons. It’s called Experiential Marketing: The activity of designing or developing a themed activity, display, or exhibit at a live event to promote a product or service.

There’s no place like Vegas, baby! For decades, casinos have captivated, entertained, and prospered. People have flocked to casinos with the hope of winning “BIG”. In the United States, the relatively recent passing of online gambling in select states (Las Vegas, New Jersey, Delaware), has made gambling even more prevalent in the daily lives of Americans. For some, gambling on apps and websites is a 24/7 proposition.

Subscription-based products have been all the rage for the last five years. Brands love the model because it generates recurring revenue, while consumers like it because it creates easy access to preferred services and products.
And whether it's a streaming service, monthly box provider, or newspaper, subscription-based companies are now turning to events to increase sales. In a world with so many cluttered marketing channels, it makes sense that companies want to jump outside of a computer screen and meet their customers. 

As a growing agency, part of our job is to don our business development hat and educate brands on the many ways that effective event marketing can positively impact their bottom line.
More often than not, we stumble upon companies that utilize events for branding, but for not much more. So you may ask, what exactly are these brands leaving on the table? Perhaps the most important marketing goal of all -- customer acquisition.

Paying Brand Ambassadors an hourly rate to deliver event activation results simply doesn't work! Brands that embark upon event marketing strategies set high expectations and it's important to motivate event staff to meet these goals.
Performance-based event marketing is a unique model that drives results. Its concept is simple: Incentivize Brand Ambassadors with the opportunity to earn commissions by delivering quantified results. Metrics can come in the form of social uploads, samples, leads, and sales too.

The ultimate goal of an event marketing campaign is to generate revenue. Brands utilize strategic event promotions to eventually increase their bottom lines. But did you know you can actually SELL your products or services at events? Many are intimidated at the thought of trying to make sales onsite and focus on generating leads instead. But you can successfully close sales and increase ROI through event promotions. 

Here are 7 tips to drive sales through events:

The first, and often most important, step in devising an experiential marketing plan is deciding where to find your target audience. You've spent time and money gathering meaningful customer data such as age, gender, income level, and occupation. You know exactly who your potential customers are, but where do you go to find them? Here are 5 event categories to consider when planning an experiential marketing program:
1. Trade Shows

Unless you've been unplugged or stuck on Mars this past week, chances are you've heard of the new Pokemon GO app. Gamers -- and regular people -- are absolutely crazed over this new, groundbreaking digital trend.
Pokemon is a Nintendo game that launched in 1996. Its purpose was to travel the world (through your TV screen) to catch a variety of monsters called Pokemon -- and use these creatures to fight one another. The gamer's goal was to "catch 'em all".

Millennials are defined as young adults who were born between 1980 and 2000. They're the largest, most diverse generation in the U.S. population, and have massive spending power. Targeting Millennials through experiential marketing makes perfect sense -- they're loyal to brands, digitally savvy, and are avid event-goers. Here are some tips to consider when creating your Millennial-focused experiential strategy: