Business information written specifically for newspaper advertising departments

Leslie Aubé Nagy on Event Marketing for Niche Events

The 2012 WCAA Conference will be setting aside time to discuss the best ways to create profitable and successful events for your community. So, to find out more, we discussed special interest and niche event marketing with the session’s presenter, Leslie Aubé Nagy.

When looking to boost revenue, readership and advertising in your newspaper, special interest and niche events may just be the answer! The 2012 WCAA Conference will be setting aside time to discuss the best ways to create profitable and successful events for your community. So, to find out more, we discussed special interest and niche event marketing with the session’s presenter, Leslie Aubé Nagy. Throughout her 18-year career with the Clovis News Journal (CNJ) in Clovis, N.M., Nagy has worked in a variety capacities, including bookkeeping, retail, niche product sales, and of course, classifieds. This experience has given her a greater understanding of the many shapes and forms of newspaper sales. For the last 10 years, Nagy has enjoyed creating beloved special and niche events in Clovis, including the Taste of Home, the Holiday Bazaar arts and crafts fair in the winter and another arts and crafts fair in the spring. She discussed her love for creating and marketing these special events and the connections she builds with local businesses while organizing them.

WCAA: What do you think is a “best practice” when it comes to marketing for special or niche events?

Leslie Aubé Nagy: I feel it is very important to market your event everywhere you can and not just in your own publications and websites. You should be advertising on radio and television, reminding listeners and viewers to see all the details in your paper. Also, if your newspaper hosts an event, make sure you spend money with these vendors! Trust me, they notice when you do.

WCAA: What do you do to make one of your events stand out from the crowd?

LAN: From September until mid November, I am a guest at a local radio station’s morning show. I spend about 10 minutes talking up Taste of Home and the Holiday Bazaar. I even give tickets away on the air.

WCAA: What events have you seen as particularly successful and beneficial to your advertisers, the newspaper and attendees?

LAN: All three events are successful to the newspaper! The Taste of Home event includes a special section that is inserted in all of our newspapers plus the “goodie bag” that the attendees receive at the event. We have a great number of attendees at Taste of Home that have been coming since our first show plus many first-timers. I have yet to hear a negative comment from an attendee. Oh wait, there was one year that a few women got really tipsy at the wine tasting we had before the show and their sons had to pick them up because they were getting a little loud. That was the last time we allowed liquor before the show (unless it’s for the emcee!), Our arts and crafts shows — spring and holiday — are fun! The vendors that attend the show are constantly telling vendors they meet at the other shows to contact me to see about getting booth space at our event. They come back year after year because they feel like they are being taken care of by the event coordinator — even if it is just suggestions on where to get the best Chicken Fried Steak for supper that night.

WCAA: What advice would you give a fellow ad manager or sales rep looking to create, execute and market a special or niche event?

LAN: Don’t try to reinvent the wheel — hook up with someone at WCAA who has done a similar event and ask questions!

WCAA: What excited you about the future of newspapers and special event marketing? Where do you see them heading?

LAN: I am part of a community newspaper, so I get excited when we bring something into the community. If you aren’t hearing, “Oh, you work at the newspaper? I just loved the such and such” instead of, “Why don’t you ever print stuff about [this or that],” you may want to look at your contributions to the community. I feel that special events hosted by local newspapers will bring in more readers, subscribers and advertisers, because they will feel a community connection and not just feel we are out for their money.

WCAA: What are you looking forward to most about WCAA?

LAN: Networking! I love taking home the revenue ideas I hear about at WCAA and meeting the many vendors that supply our industry with the tools to make our job easier and increase revenue.

Register for the 2012 WCAA Conference in Las Vegas this September to hear everything Nagy has to say about special and niche event marketing!