Case study: Nashville entertainment example

Content Marketing: Internal Case Study

Hybrid model: Event + Native• Sales Approach• Platforms and Revenue• Example• Results• Pros and Cons

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

Revenue and Allocation

1) Trade negates expense for venue (hotel) and product (booze)

2) Sponsorship goal : $7,500 outside of above3) 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.

Example

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.