TGE 2015 Full Deck

GENTLEMEN’SEXPO

September 25th through to September 27th, 2015M E T R O T O R O N T O C O N V E N T I O N C E N T R E

THE GENTLEMEN’S EXPO (TGE) IS AN ANNUAL LIVE EVENT THAT CATERS TO AFFLUENT MILLENNIALS AND YOUNG GEN XERS.

WE EXIST TO BRING THIS AUDIENCECOMPELLING, ENTERTAINING AND

INTERACTIVE BRAND EXPERIENCES.

Our audience attends TGE to celebrate all the great things that make them the men they are and to discover new and interesting ways to better themselves each and every year. They represent the most difficult to reach, yet most important demographic in history.

The Gentlemen’s Expo is much more than a traditional consumer show; it is a year long conversation that culminates in a living breathing experience. Over the past few years, we have developed an ongoing relationship with over 25,000 millennials in the GTA who now look to TGE as a home to discover and connect with the brands that help shape their lives.

For three days TGE provided 25,000 of these discerning men and women a home.

OUR GENTLEMEN:

Our audience is very passionate about their lifestyle and wants to engage with and discover brands that provide them with unique and memorable experiences.

Love to travel, eat out, style conscious, and really experience the world they

live in

Socially Conscious, Early Adopters and Influencers

within their networks

Technically savvy and very active on multiple

social channels

DIVERSE INTERESTS ACROSS MULTIPLE

CATEGORIES INCLUDING FOOD & BEVERAGE,

HEALTH & WELLNESS, TECH & GADGETS

AVERAGE HOUSEHOLD INCOME OF

$85,000+

OVER 50% ARE25-34 YEARS OLD75% ARE 19-45

AUDIENCE OVERALL RATING FOR VALUE OF EXPERIENCE“

“96% WOULD DEFINITELY RETURN IN 2015

52% OWN THEIR HOME.

C A N A D A

CRIME PAYS

At TGE we know that when it comes to our audience, CRIME always pays (Content Rich, Immersive, Memorable, Experiences)

Our audience wants to engage with your brand. They want to learn about the history behind your products, the craftsmanship or process that goes into making them and how using them can enrich their lives. This is why the Gentlemen’s Expo is such a powerful platform for your brand.

Whether you have a pre existing activation or are interested in working with our team to develop a customized experience, TGE is the ideal forum to interact with a difficult to reach demographic in a unique and interesting way.

Here’s how TGE worked with some of our brand partners in 2014.

INTEGRATION, EXPERIENCES & CONTENT DELIVERED AT TGE 2014

SoundStage which featured over 11 different bands playing throughout the weekend.

SPONSORED BY

George St. Pierre main stage interview and autograph signing.

Scotch education and tasting lounge.

SPONSORED BY

SPONSORED AND ACTIVATED BY

High end mixology demonstrations and sampling with Frankie Solarik and Bar Chef.

The Ultimate Garage was a custom built experience and giveaway which showcased the range of Canadian Tire products including Mastercraft tools

Sports Pavilion complete with multi-sport simulator, memorabilia, world pool trick shot champion and TV feeds of all weekend sports activities.

The Climbing Wall brought the outdoors inside. Attendees had the opportunity to gear up and race their friends for a shot at some very cool prizes at the top of the Wall.

SPONSORED IN PART BY




THE GENTLEMEN’S EXPO 2014

HIGHLIGHTSOVER 125 MEDIA STORIES

2 DRAGONS

GARY ROBERTS

GEORGES ST. PIERRE

MIELE COOKING STAGE

MARKETING, SOCIAL MEDIA & PR RESULTS

WEBSITE

138,000UNIQUE VISITORS

486,000 PAGE VIEWS

76% VISITORS ARE 25-45 YEARS OLD

MEDIA

126 STORIESIN THE MEDA COVERING TGE

2,865,592,800 TOTAL GROSS IMPRESSIONS

19,438,996 TOTAL REACH

ON SITE LIVE TO AIR AND DIRECT BROADCASTS FROM: EMAIL

TGE Email database has grown to over 20,000 CASL Certified names

Open rate on a standard stand alone email blast sits at approximately 30%

A second email with a reminder on the subject matter will increase the open rate to 45%

4,670 FOLLOWERS UP 25% FROM 2013

FACEBOOK

2,301 FOLLOWERS UP 91% FROM 2013

TWITTER

561 FOLLOWERS UP 100% FROM 2013

INSTAGRAM

Female 16%83% - Malevs. All of Facebook (54%) vs. All of Facebook (46%)

0

10

20

30

40

50

45-5435-4425-3418-24

MENWOMEN

FROM OCT 17 – NOV 16525.3K IMPRESSIONS

16.4K IMPRESSIONS PER DAY

2.3KLINK CLICKSAVG. 70/DAY

807RETWEETSAVG. 25/DAY

847FAVOURITESAVG. 26/DAY

245REPLYS

AVG. 8/DAY

AVG LIKES PER POST: 30

THE GENTLEMEN’S DEN The last word in sophistication and style, this area will put to rest the idea of burying your “Man Cave” in the basement and create a show stopper even your wife’s friends would be jealous of.

THE ATHLETIC PERFORMANCE CENTRE Designed to be the sports complex we all wanted in our backyard as children, The APC will feature a number of areas for you to put your skills to the test. Challenge a friend or a stranger to a friendly game of horse, maybe a test of strength in the home run and long drive area? Be prepared to put your game face on!

COCKTAIL LOUNGE Having a party? Want to make the perfect themed cocktail for your guests? Just interested in learning the difference between an Old Fashion and a Manhattan? The Cocktail Lounge will be a great place to wet your whistle while learning tips and tricks for making that memorable cocktail that will be the highlight of your next party.

SOUND STAGETHE

WHAT’S NEWIN 2015

Every year TGE looks to improve and create new and unique experiences to engage and entertain our audience, in 2014 we brought you the Ultimate Garage presented by Canadian Tire, the 102.1 Edge Soundstage, KPMG’s Start Me Up pavilion and the Newegg.Ca Vintage Arcade

DIY THEATRE Getting your hands dirty is a key interest of millennials, the DIY Theatre will be the home of How To. Classes and lessons on the basic skills involved in changing tires, to basic around the house maintenance, this area will be a must attend for those looking to learn basic skills in DIY or brush up on some of the stuff you may have forgotten.

MASTER CLASSES Love your favourite drink, but wish you knew more about it? Join the Master Class’ at TGE this year as we go in-depth on some of your favourite drinks including craft beers, scotch, bourbon whiskey and cocktails

VINTAGE ARCADE Last year we brought you a small sampling of your youth as you enjoyed NHL 94, Mario Kart, Duck Hunt and so much more. This year TGE will bring a full scale arcade featuring some of today’s top games, more of your favourite classics and even some you can buy and take home.

START ME UPIn 2014 The Gentlemen’s Expo introduced Start Me Up Sunday which featured 24 up and coming Toronto Start Ups. The inaugural Start Me Up campaign had over 70 interested companies vying for one of the 24 available spots, those chosen were carefully selected via a vetting process which was based on overall fit for TGE, potential audience interest and qualified as a start up (less then 1 year in business). Selected companies were asked to submit a 60 second video in advance of the show for our audience to learn more about them, their product/service and vote on their favourite.

The one month voting campaign generated over 11,000 individual votes, the top four were selected and earned the right to pitch live on Sunday to a panel of judges which included Dragons Bruce Croxon and Vikram Vij. The eventual winner, teaBOT received over $7,500 in cash and prizes to help fund their growth. Uniquely all 24 selected companies were able to exhibit and retail their products and services throughout the weekend in the designated Start Me Up Pavilion, which was one of the most popular activations at the show.

This activation and its sponsors were marketed via a TTC campaign, blog write-ups, digital and social advertising. Due to an amazing response from the start up community, sponsors and attendees, in 2015 TGE is looking to double the footprint and bring on 48 Start Ups for the competition.

Building on the success of the inaugural Start Me Up competition, TGE hopes to double the available space for startups at TGE and work with you to provide these future leaders and their companies with a great platform to launch and grow their business.

Exhibit Space Price Corner Premium

Island Premium

5x5 Startup Kiosk $750 N/A N/A

5x10 $1,500 N/A N/A

10x10 $2,250 $250 N/A

10x20 $4,500 $250 N/A

20x20 $9,000 N/A $750

Bulk Space (401-1,000 sq ft) $17.95/sq ft $500 $750

Bulk Space (1,000+ sq ft) $14.95/sq ft $500 $750

Retail Booth 10x10 $2,500 N/A N/A

Exhibitors at TGE receive a hard wall booth system, carpet and company name affixed to the booth as standard.

EXHIBITING

RETAIL VENDING AT THE GENTLEMEN’S EXPOMark Twain once said:

“Clothes make the man… naked people have little to no influence

in society.”

How true. The Gentlemen’s Expo definitely has men, and this year we are bringing in over 30,000 attendees looking to get made.

As a men’s based retailer you probably know the adage that men do not like to shop, but at TGE they definitely love to buy. Over 95% of our audience asked us to provide them with additional opportunities to buy product throughout the weekend.

Investment: $2500 for 10x10

CUSTOMIZED RETAIL BOOTHOur standard booths come with hard walls, carpet and your company name printed and affixed to the booth. For a few dollars more we’d be happy to include a change room, storage area and a few shelves to make the customer shopping experience more conducive to trying on product and finding the right size.

Please note that the modular system allows for easy expansion to include multiple brands and additional storage and change rooms.

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All Rights Reserved. No part of this publicationmay be reproduced, stored in any retrieval

system, or transmitted in any form by any means- electronic, mechanical, photocopying,

recording or otherwise - without the expresswritten consent of Global Experience

Specialists.

© 2010 Global Experience Specialists

Client:Dates:

Location:Booth Size:Booth No.:

Requester:Designer:

Job No.:

Show:40' x 50'125

K:\Creative Services\2014\SM\Gentlemen's Expo\SM001 Startup Kiosk 40x50 Gentlemens2014 MTCC v1.dwg , Overall, 4/10/2014 10:17:31 AM

Gentlemen's Expo2014

MTCC South Building, Toronto

Kitamura, Maria

----Detailer: Evans, Nick

----SM001 - Startup Kiosk

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START ME UPAs fellow entrepreneurs, we at The Gentlemen’s Expo (TGE) understand the challenges of trying to get a new idea off the ground. Long days and endless nights building towards a dream that you hope your target audience will get behind. Maybe we can help!

With over 30,000 expected attendees, TGE will be the perfect place to promote your product or service. Our audience is looking to learn about new and innovative products and more importantly, they are looking to BUY!

THE OPPORTUNITYSo what do you get?

ÎA 5’ x 5’ turnkey kiosk solution which includes; Î Two Hard Walls ÎCarpet Î Table Î Two shelves for merchandise display Î Your company name printed an affixed to the kiosk ÎAnd of course the opportunity to sell your product to an engaged audience of over 30,000 people

Participating brands will also get these additional benefits:

Î Social Media branding and exposure via a 60 second elevator pitch video Î TGE will promote your participation in advance of TGE through all our social media channels Î The top 4 “like” getters will get an opportunity to pitch their company to a panel of judges on the TGE Main Stage Î The winning pitch will receive a prize package worth at least $7,500

The Investment:

If you would like to explore this opportunity further, we invite you to email us at info@gentlemensexpo. com to learn more. We hope to see you at TGE in 2015.

ALCOHOL SAMPLING AT THE GENTLEMEN’S EXPOWe have over 30,000 thirsty gentlemen that attend TGE. In addition to quenching their thirst, our attendees are looking to learn more about their favourite libations and discover new brands in their quest to becoming more interesting.

TGE REDEMPTION MODELTGE uses a redemption based model for our alcohol partners. Tokens will have a face value of $1.00 each with $0.80 (or 80%) of each token being recouped back to the respective brands. Sampling sizes will be limited to AGCO sampling guidelines and should be priced accordingly by the brands.

Given the breadth of product categories we feature at TGE we have limited space available in the alcohol category. TGE also has limited pouring exclusivity availablewithin designated feature areas. Please note that space will be assigned on a first come first served basis. TGE offers our alcohol partners a very cost effective way to drive sampling to our 30,000+ attendees.

Standard booth rates apply.

Interested in finding out more? Contact us!

[email protected]/GentlemensExpo@GentlemensExpoThe Gentlemen’s Expo

CONTACT US

55+

45-54

35-4454% - 25-34

19-24

20%

11%

6%9%

$30,000-$50,000

$50,000-$75,000

$75,000-$100,000

Under $30,000

22% 13%

21%

8%

36% - $100,000+

Rent

52% Own

Other

35%

13%

Female 32%

68% - Male

Senior Level

Entrepeneur/Self-Employed

Entry Level

29 %

12%

17%

42% Intermediate

DEMOGRAPHICS

AVERAGE HOUSEHOLD INCOME

AGE

GENDER

EMPLOYMENT LEVEL

HOME OWNERSHIP

The Gentlemen’s Expo attracts a high quality cross section of affluent millennial men who are looking to actively engage with your brand.

ADVERTISING PARTNERSHIPSWith over $2,000,000 in earned and paid media for 2014, TGE was able to generate a tremendous amount of awareness, excitement and value for the show and brand partners that participated.

TGE received rave reviews from many of the major news outlets with coverage pre, during and post event more than tripling from 2013. We fully expect 2015 to be bigger and better!

MEDIA & PR 2014MARKETING PLANCONCEPTCreate a campaign to provide gentlemen with the knowledge needed for everyday things outlined in an infographic. Seven Versions were created:• Put on Your Pants – There’s More to it Than One

Leg at a Time• Pour Like a Pro at Home – Every Gentlemen

Deserves a Great Bar• Be a Gentlewoman – Everyone can Enjoy the

Finer Things• So Many Reasons to come to the Show• How to Cook the Perfect Steak in your BBQ-less

Condo• First Date Survival Skills – Little Things That Will

Make or Break You• How to Lead a Meeting Without Them Rolling

Their Eyes

PLACEMENTSubway - 675 posters spanning 4 weeksMetro News – 3 Ads Nov 10, 11, 14Gardiner Digital Billboard - 1 week

NOVEMBER 14–16THE METRO TORONTO CONVENTION CENTRE

TICKETS START AT JUST $30 @ WWW.GENTLEMENSEXPO.COMPRESENTED BY

BRUCE COXON

BEERBORN RUFFIANS

CASINOFOOD

FOODGEORGES ST. PIERRE102.1 THE EDGE’STHE NEXT BIG THING

SPORTSVINTAGE ARCADESMOOTHINI

HOLLERADOULTIMATE GARAGE

SPIRITSTODD SHAPIROSTART UP SUNDAY

CARS

*The Gentlemen’s Expo is not illegal, we promise.

SHADES ALWAYS ADD MYSTERY.Caution: Remove sunglasses

when driving at night.

MAINTAIN YOUR WARDROBE.No extra holes, loose threads

pit stains or undue smells.

A LITTLE SCENT IS A NICE TOUCH.But don’t drown yourself in it,

a little cologne is just right.

PERSONAL GROOMING MATTERS.Trim-and-tidy, lads, wild

nose hair is never in fashion.

ACCESSORIZE TO COMPLETE THE LOOK. Wrist watch, pocket square or

cufflinks tie it all together

MAKE A STATEMENT WITH YOUR STYLE.Seriously, are you really

heading out like that? Really?

THE

GENTLEMAN’SHOW TO

NO.12 PUT ON YOUR PANTS

THERE’S MORE TO IT THAN ONE LEG AT A TIME.NOVEMBER 14–16

THE METRO TORONTO CONVENTION CENTRE

TICKETS JUST $30 @ WWW.GENTLEMENSEXPO.COMGET 10% OFF WITH PROMO CODE TTC

The 2014 signature event for the modern gentleman - and discerning woman – is bigger, better, with more to see and do than ever. You’ll find celebrity guests, food, spirits, fashion, gadgets and gifts. Learn new skills, up your game, and have so much fun it might be illegal.*

#GentsExpo


IF YOU FEEL LIKE GETTING CREATIVE…Remember specialties like Flaming Coffee can burn your house down.

THERE ARE A FEW BOOZE STAPLES.The major alcohol food groups should always be represented.

IT’S LEGAL TO HIDE THE GOOD STUFF.But you should never, ever, serve

what you wouldn’t drink.

MIXERS AND ALL THAT OTHER STUFF.They not only look good, things

like Bitters will last forever!

BAR TOOLS AND ACCESSORIES. Grabbing ice cubes from a tray with your hands just won’t do.

FULLY-STOCKED ON YOUR TERMS.You’re assembling your personal arsenal not opening for business.

THE

GENTLEMAN’SHOW TO

NO.34 POUR LIKE A PRO AT HOME

EVERY GENTLEMAN DESERVES A GREAT BARNOVEMBER 14–16




#GentsExpo


BANDSMusic acts you won’t believe, per-forming as part of the show. You

heard it here first.

SAMPLINGA little bit of everything to wet your whistle and fill your belly.

BOYS WEEKENDIf ever there was an excuse to

get out of the house and hang with the boys, it’s this.

CELEBRITY TALKSSports stars, action heros and

many more will grace you with their presence.

EXPERT PANELSLearn something new. Relearn

something you should know but don’t remember.

SPORTS ZONEPacked full of action,

competition and man-like fun.

SO MANY REASONS TO COME TO THE SHOW!NOVEMBER 14–16


TICKETS JUST $30 @ WWW.GENTLEMENSEXPO.COMGET 10% OFFWITH PROMO CODE TTC


#GentsExpo


INDULGE IN RETAIL THERAPYClothes, Gadgets and gear -

This is a perfect place to start your holiday shopping.

LEARNING MORE ABOUT MEN …Can only increase your already

decided advantage.

MUCH MORE THAN A MEN’S SHOWLadies are strongly encouraged

to come and experience The Gentlemen’s Expo!

REFINE YOUR TARGET MARKETSAll men are works in progress.

At least the ones here are on the right track.

RELIABLE SOURCES CONFIRM …That the fairer sex also enjoys the finest of adult beverages.

ROLL OUT THE RED CARPETWomen are always welcome where

real gentlemen are concerned. Especially if they bring friends.

THE

GENTLEMAN’SHOW TO

NO.56 BE A GENTLEWOMAN

EVERYONE CAN ENJOY THE FINER THINGS NOVEMBER 14–16THE METRO TORONTO CONVENTION CENTRE



#GentsExpo

NEW TTC ADS

METRO NEWS ADS

REPURPOSED TTC ADS


OKAY. NOW YOU’RE ON-THE-CLOCK!Cook on stove top 30 sec per side, then

in the oven for 3 min per side.

FIND A GREAT HUNK O’ MEATIt matters, you deserve it, so spend

a few $$. Your taste buds thank

NO EATING – YET, BUT ALMOST THERE!Remove from oven. Let it breathe 2

WHOLE minutes. Now it’s time!

A LITTLE SEASONING IS ALL IT TAKESLightly coat your room temperature

steak with oil, salt, and pepper.

HEAT THE OVEN AND PAN TO 500°Remove pan after 20 minutes, move to

stove top and set element to high.

DON’T GO CHEAP ON THE PANA high quality 10-12” cast iron pan

will reward and outlive you.

THE

GENTLEMAN’SHOW TO

NO.23

COOK THE PERFECT STEAKIN YOUR BBQ-LESS CONDO




#GentsExpo


THE BILL IS YOURSHey – you asked, you pay and

it’s the gentlemanly thing to do.

MIND YOUR MANNERS, BUDShow her respect by behaving

like the class act you are.

FORGET FASHIONABLY LATEBe on time!!! You’re making

an impression not an entrance.

CLOTHES MAKE THE MANLook good. First dates are notime for cloddy and casual.

YOUR EX IS DEAD TO YOUSad sagas of past loves are arecipe for first date disaster.

YOU’RE NOT ON AUTO-PILOTHave a plan, think it throughand then execute it skillfully.

THE

GENTLEMAN’SHOW TO

NO.45 FIRST DATE SURVIVAL SKILLS

LITTLE THINGS WILL MAKE-OR-BREAK YOUNOVEMBER 14–16




#GentsExpo


ENGAGE EVERYONEGet input from everyone anddemand their participation.

HAVE A PLAN AND FOLLOW ITIt’s your meeting so keep it

on track and focused.

ALWAYS END WITH NEXT STEPSKeep things moving with aclearly defined Action Plan.

GIVE AN ADVANCE AGENDAAttendees will know what to expect – and what’s expected.

TAKE CHARGE AND OWN ITYou called the meeting, so make it valuable and time well-spent.

DON’T MEET JUST TO MEETIf it doesn’t matter, don’t

waste your time or theirs.

THE

GENTLEMAN’SHOW TO

NO.67 LEAD A MEETING

WITHOUT THEM ROLLING THEIR EYES NOVEMBER 14–16THE METRO TORONTO CONVENTION CENTRE



#GentsExpo


TICKETS START AT JUST $30 @ WWW.GENTLEMENSEXPO.COM

SMOOTHINI2014 America’s Got Talent Finalist –

Street Magician

GARY ROBERTSFormer Toronto Maple Leaf

BRUCE COXONDragon/Entrepeneur

GEORGE ST. PIERREUFC Champion

FEATURING APPEARANCES BY:

COME AND SEE GENTLEMENLY CARS, SPORTS, FOOD SAMPLING, STYLE. PLUS MUSICAL PERFORMANCES BY HOLLERADO, BORN RUFFIANS AND MORE.

PRESENTED BY

2014MARKETING PLAN

Radio

Print DigitalBanner Ads 0.25% avg click through:

Email Blasts2 million+ email blasts

All of the Above

13%

0 20 40 60 80 100

Finance

Athletic Apparel

Music

Art and Culture

Fashion

Automotive

Sports

Sex

Grooming

Consumer Electronics

Fitness/Health

Gaming

Tools and Home Improvement

Tech and Gadgets

Travel

Food

Spirits/Wine/Beer 81%

72%

71%

67%

67%

65%

60%

59%

59%

56%

53%

52%

52%

50%

50%

44%

39%

0 10 20 30 40 50 60 70 80

House

Vacation

Motorcycle/ATV/RV

Investments

Home Renovations

Condo

Car

28%

73%

16%

39%

32%

20%

34%

CATEGORIESOF INTEREST

NEXT MAJORPURCHASE

W W W . G E N T L E M E N S E X P O . C O M

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TGE 2015 Full Deck

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