Latina (Latina Media Ventures, circ. 400,000, monthly, bilingual) plans to step up event marketing opportunities for advertisers this year. Patty Oppenheimer, Marketing Director for Latina, says the magazine will offer more broad-based and general event opportunities. “In the past, many of our events had a very specific focus—music concerts, speed-dating events, beauty makeovers, and fashion shows. We will still offer those, but will add more general events as well,” explains Oppenheimer.
Latina has tapped experiential marketing company Jack Morton Latino to handle event planning and management. Latina plans to hold close to 12 events this year, most in major cities with large Hispanic populations, including New York, Los Angeles, Chicago and Miami. “Each of the events is different,” explains Oppenheimer. “Events range from a cabaret style event in a nite-club to a high end beauty event in a NYC loft. Some are for subscribers only, while others will be used to build readership.” Attendance will range from a low of a couple of hundred to events that are projected to receive 5,000 visitors or more a day.
Latina uses events primarily as a way to leverage in paging to the magazine. However, Oppenheimer says they can also generate additional revenue. “There is often a fee for larger, more expensive events.”
Event marketing is just one more way for the advertiser to reach their target audience. “Sometimes events are planned completely separate from the media/print campaign—with funding coming out of promotional/PR agencies.” Oppenheimer says events shouldn't take away from print advertising. “They usually come from different pools of money. Ideally they should complement each other.”
Automotive, Pharmaceutical, Beauty and Fashion categories have shown the most interest in event marketing. “Each category has different reasons—Automotive and Pharmaceutical because they are looking for additional branding opportunities and can usually afford it. Beauty and Fashion naturally lend themselves to hands-on/experiential marketing.”
In terms of measurement, Oppenheimer says that ROI on events varies from client to client. “Examples of ROI that we've discussed with our client base include the number of consumers going to a local retailer, sales increase at retail during or right after an event, database of names collected from a sweeps or research survey at event, attendance at the event, and publicity generated.”