Taste of Louisville 2013 Marketing Report 2/9/14

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1 Taste of Louisville 2013 Marketing Report 2/9/14 Overview: The Marketing Strategy for Taste of Louisville was essentially a grassroots approach to creating interest in an event that was by no means new. Therefore to create interest in the revamped event, a focus on Social Media looked to create a new audience for the event. Through targeting blasts, a Facebook page, twitter and Instagram presence, as well as conventional targeted print and mass marketing, The 2013 Taste of Louisville generated more interested in the event and created a new foundation on which to continue the legacy of the event. Categories: Social Media: KRA sent out periodic blasts to their Louisville Chapter Members asking for help spreading the word within the industry. These s not only helped recruit exhibitors but also gave restaurants the opportunity to spread the word amongst their patrons. Dollars Spent: $0 Facebook: A Facebook page was created, and frequent status updates and reminders were sent out with increased frequency as the event approached. Committee Members as well as Boxcar PR helped manage this effort. Money spent to help boost likes for 1 week, resulted in 175 additional likes in one week. Ended up with 758 likes. (pg. 4-7) Dollars Spent: $49 Twitter: A twitter page (@tasteofluvl, as well as hatch tag creation helped Taste of Louisville create a twitter presence. Media as well as presenters utilized the hatch tag on the event night. See Attachment (pg. 8). Dollars Spent: $0 Instagram: This is the first year Twitter has been utilized as a marketing effort, both prior to and during Taste of Louisville. Utilized by boxcar PR during the event. Dollars Spent: $0 Boxcar PR: Engage with social media for a final push the month prior to the event. They boosted Facebook likes from and increased 1

2 Print Media Twitter following by approximately 1000 followers the day after they Event and 65 mentions from others on twitter. See Attachment (pg. 8) Dollars Spent: In-kind trade Postcards: postcards were distributed to area KRA members as well as exhibitors for promotion. Posters: 50 11x17 full color posters featuring original artwork were printed and distributed to exhibitors places of business for help in promotion of the event. (Pg. 9) Dollars Spent: Covered by Sign-a-Rama in-kind sponsorship Louisville Magazine: readership of 174,000 and over 20,000 local subscriptions. Their customers are a well-educated, affluent, active Audience with the following characteristics: 92% Attended College 42% Post-Graduate Study Average Home Value: $320,000 Average Household Income - $147,000 Average Net Worth - $820,000 26% have net worth greater than $1,000,000 See Attachment for full readership profile (pg. 10) Ran ads in the June, July, August, September and October editions of Louisville Magazines not to mention targeted ad in Louisville Eats, a special publications by Louisville Magazine highlighting the best Louisville Chefs and Restaurateurs have to offer. (pg ) Additionally Louisville Magazine allowed us to promote Event at their monthly launch parties and sell tickets. We attended Launch parties for the months of June, July, August, September and October. Ticket Sales from launch parties were low, approximately a dozen, but the world was spread and information was distributed to all attendees. Dollars Spent: Covered by Lou Mag in-kind sponsorship Mass Media Television: Secrets of Louisville Chefs: $500 and In Kind Sponsorship resulted in 6.5 weeks of Secrets of Louisville Chefs Sponsorship that included 7 NBC airing and 45 ION Airings, 52 posts of a 30 second commercial, created by Turn-Key Productions, Text crawl and ticket sales promotion during show and special 30 minute episode to air after the event highlighting the 2

3 exhibitors as well as the event in general, also included extra social media promotions through Secrets of Louisville Chefs Facebook page. See attachment for totally package specifics (pg. 16) Dollars Spent: $500 and in-kind Sponsorship News Spots: WKLY featured us on the Sunday Sunrise morning show prior to the event. Dollars Spent: $0 Radio: Terry Minors Radio Show Dollars Spend: $0 Summary: The Marketing efforts for the Taste of Louisville were successful in that over 800 paying guests attended the event, with over 200 participants from exhibitors, volunteers and complimentary guests ticket sales were in the 200s; therefore the response was 4 times what it was in its previous year, resulting in $32, in income for the Louisville Chapter of the KRA. 3

4 Facebook Stats June 1, November 1, Facebook Posts 4

5 Facebook Stats June 1, November 1, 2014 Reach Statistics 5

6 Facebook Stats June 1, November 1, 2014 Visit Statistics performance over time. google.com search.ask.com search.yahoo.com google.com.tr Others About Create Ad Create Page Developers Careers Privacy Cookies Terms Help Facebook 2014 English (US) 6

7 Facebook Stats June 1, November 1, 2014 Fan Demographic 7

8 Twitter Stats October 1, October 18, 2013 Fan Demographic 8

9 2013 Commemorative Poster Art work by Jacqlynn Hamilton 9

10 The Numbers Readership With more than 174,000 1 readers and a press run of 24,000, Louisville Magazine has both the highest circulation and readership of any non-daily paid publication in metro Louisville. Circulation Louisville Magazine enjoys a wide and varied distribution. It is delivered by mail to more than 20,000 subscriber homes and businesses and can be found in thousands of local hotel rooms each month. Louisville Magazine is also available for purchase at area bookstores, newsstands, gift shops and grocery stores. Louisville Magazine s subscriber base includes metro-area arts supporters from the Kentucky Center, Louisville Public Media and members of the Young Professionals Association of Louisville (YPAL). The Magazine The Best of Louisville Louisville Magazine founded and annually presents the Best of Louisville awards and the Best of Louisville Bash. It is the only place you ll find Best of Louisville ballots and the results of Louisville s most prestigious Readers Poll, providing a Best of environment for your message. Staying Power Louisville Magazine is a publication that doesn t get recycled the same day it is delivered. Published monthly, it stays on bedside tables, coffee tables and in business reception areas for weeks and months. Highest Quality Louisville Magazine s reproduction, editorial and design standards are the highest of any print publication in the metropolitan area. Credibility Louisville Magazine is an award-winning publication that has been covering Louisville s people, politics and culture since Its diverse articles and captivating photography highlight Louisville s most intriguing people, art, entertainment and dining. It is a trusted source for accurate, incisive and lively reporting and writing, winning an unprecedented 23 Metro Journalism Awards in Our Subscribers Louisville Magazine s subscribers are your best customers. This well-educated, affluent, active audience has the following characteristics 2 : Attended college 92% Post-graduate study 42% Average home value $320,700 Contact: Stacey Hallahan phone: x32 fax: HIGHLIGHTS Average HH income $147,500 Average net worth $820,000 Net worth greater than $1,000,000 26% Corporate Connections Louisville Magazine reaches influential readers, including: The CEOs, owners and presidents of the metro area s 20 largest women-owned businesses and top 20 publicly traded companies. 33% of employed subscribers are business owners or partners. 22% of subscribers are members of a board of directors or trustees. shallahan@loumag.com Source: 1 The Media Audit, Louisville, Ky., 2012, four-edition cumulative readership; 2 Mediamark Research Inc. Louisville Magazine Subscriber Study, October

11 Louisville Magazine, June 2013, ¼ Page Ad Calling All Artists! Poster Contest Taste of Louisville To celebrate the 40th Ruby anniversary of the ORIGINAL Taste of Louisville, The Kentucky Restaurant Association, Louisville Chapter is looking for an artist to create a one-of-a-kind poster to commemorate the occasion. Show us what our unique local food scene means to you. For contest details and rules contact Marcella Kragel at Marcella@inamiller.com. 11

12 Louisville Magazine, July 2013, Full-page Ad 12

13 Louisville Magazine, August 2013, Full -page Ad 13

14 Louisville Magazine, September 2013, Full-page Ad 14

15 Louisville Magazine, October 2013, Full-page Ad 15

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