Even in our high-tech, hyper-connected world, people crave the type of human connection that only comes through live events. According to EventMarketer’s 2018 Event & Experiential Marketing Industry Forecast & Best Practices Study, 84 percent of marketers surveyed consider events integral to their marketing operations.
Among the brands tapping into the power of live events are tlocal journalism outlets under the USA Today Network umbrella.
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“We’ve focused on a couple of key areas, that are passion areas for local markets and audiences,“ Andy Yost, the company’s CMO said. “They offer an opportunity connect in a meaningful and consistent way, and show that their unique portfolio of local brands can provide value beyond great journalism.”
People are not one-size-fits-all. USA Today Network crafted different types of branded events that range in price and attendance, depending on the type of event.
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“All events are designed to show the extension of the powerful network we’ve built and to expand connection with our audiences,” Yost said.
Food and drink is at the heart of two types of events that promote the lifestyle content of the USA Today brands, with distinctly different approaches.
USA Today’s Wine & Food Experience can draw up to 6,000 people. To appeal to family and millennial audiences, there an option for the Food Truck Mash-Up, an event which brings together popular food trucks from the region, as part of a huge outdoor event that can draw up to 15,000 people.
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“People come together in public area, and we’re making it a fun experience; with not only the food piece, but outdoor entertainment,” Yost said.
USA Today’s Sports Awards centers around the passion local people have for high school sports. Yost described it as a “theater-style event: very high energy, that enables participants to share content socially with their network.”
On occasion, these events feature big-name celebrity athletes like Mike Piazza and Venus Williams. Bringing in sports stars is not just to raise the profile of the event, but to offer positive role models for aspiring athletes in high school. In doing so, USA Today also lays the groundwork for an enduring relationship with younger audiences.
“Kids are really building a strong relationship with our brand, and thanking us, and the sponsors, for recognizing them,” Yost said.
While many of the events generate revenue, the long-term goal is produce high-quality live experiences that enhance brand image, increase engagement through social and digital channels, and inspire more people to establish a relationship with the brand.
“That’s where the brand benefit really plays out,” Yost observed.
At DMN, we’re proud to connect with our community of readers though live events. Check out what we’re up to here.
