Online Event Advertising - the concept of the event portal Frankentipps.de

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Presentation of the business concept of our event portal Frankentipps.de - history and background - magnificent view for event adverstisement on the web - Maybe you will find in it some business ideas for your own start up?!.

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Online Event Advertising - the concept of the event portal Frankentipps.de

  1. 1. Online Event Advertising The concept of the event portal Frankentipps.de
  2. 2. Content <ul><li>The Development of the „Frankentipps“-idea </li></ul><ul><li>The Portal: Features and advantages </li></ul><ul><li>The Future of Online Event advertisement </li></ul>
  3. 3. Klaus Wolfrum, born 1969 wolfrum kommunikationslogik Company Foundation 1998, (at present seven full-time and part-time Employees) Our core-business is to show how to make the most out of the internet at a regional level Therefore we offer customer support for regional medium-sized businesses (especially in the region of Erlangen, Germany)
  4. 4. <ul><li>Realisation + marketing of company-websites </li></ul><ul><li>Internet-Service-Provider (Server-Hosting, Domains, Support) </li></ul><ul><li>Distribution Carrier-Products Data & Voice </li></ul><ul><li>Digitalisation-Services </li></ul><ul><li>Management consultancy, Coaching </li></ul>Core-business
  5. 5. <ul><li>In addition to that we offer </li></ul><ul><ul><li>Development, Operation and Commercialisation of regional-web-portals </li></ul></ul><ul><ul><li>Markt-ERH.de </li></ul></ul><ul><ul><li>the region Erlangen-Höchstadt on the web </li></ul></ul><ul><ul><li>Frankentipps.de the event portal for Franconian </li></ul></ul>
  6. 6. <ul><li>The Development of the Frankentipps.de–Idea </li></ul><ul><li>2004 </li></ul><ul><li>Internet-Event-Calendar from the perspective </li></ul><ul><ul><li>… of an event-manager </li></ul></ul><ul><ul><li>… of an online-media-provider </li></ul></ul><ul><ul><li>… of an user </li></ul></ul><ul><ul><li>… of an artist </li></ul></ul>
  7. 7. The perspective of an event-manager
  8. 8. The perspective of an event-manager <ul><li>e-Mail distribution list Probability of being read by potential customers depends on whether or not you are actually published in the local newspaper, magazine or on the website  dependency on the publisher </li></ul>event-manager PR-department e-Mail distribution list local newspaper city- mag/guide local web-portal Digitalisation of supplied information own webseite Digitalisation Digitalisation of supplied information Digitalisation of supplied information publication
  9. 9. The perspective of an event-manager Free of charge-mentality in the web guarantees no quality e-Mail distribution list local newspaper city- mag/guide local web-portal Digitalisation of supplied information own webseite Digitalisation Digitalisation of supplied information Digitalisation of supplied information publication event-manager PR-department
  10. 10. The perspective of an event-manager - Less possibilities of communicating with the email-distributor in case you want to add any changes to your advertisement - Often no service, no support because of free of charge e-Mail distribution list local newspaper city- mag/guide local web-portal publication Digitalisation of supplied information own webseite Digitalisation Digitalisation of supplied information Digitalisation of supplied information event-manager PR-department
  11. 11. <ul><li>Different websites provide you with different entry forms/input masks which you can‘t save and use again </li></ul><ul><li>= many „online-unfinished“ „time-consuming“ solutions which are </li></ul><ul><li>unpractical, complex and offer little capacity and revenue as they are free of charge </li></ul>The perspective of an event-manager e-Mail distribution list local newspaper city- mag/guide local web-portal publication Digitalisation of supplied information own webseite Digitalisation Digitalisation of supplied information Digitalisation of supplied information event-manager PR-department
  12. 12. The perspective of an event-manager <ul><li>In most cases ticket-portals have just ASP-solutions and no traffic! </li></ul><ul><li>= Online-Ticketing-Solutions don‘t offer the demand for offline-ticket-selling, </li></ul><ul><li>(e.g. buy on phone or on point of sale), „free access“-events </li></ul>e-Mail distribution list local newspaper city- mag/guide local web-portal publication Digitalisation of supplied information own webseite Digitalisation Digitalisation of supplied information Digitalisation of supplied information Ticketing-Provider event-manager PR-department
  13. 13. = lots of hard work for just a little success „ free of charge“ is not real equal free of charge Spending time !!! Print advertisings. Factor „probality“ costs probably a high volume of visitors/cash-turnover -> Free of charge goes along with dependency The internet is not used to its fullest potential The perspective of an event-manager
  14. 14. The perspective of an online-media-provider
  15. 15. <ul><li>The perspective of an online-media-provider </li></ul><ul><ul><li>- Email-Distribution-list: (Digitalisation of data is very complex (money!); quality of delivered information is often faulty </li></ul></ul><ul><ul><li>No possibilities of establishing a profitable size because of its locality and narrowness </li></ul></ul>
  16. 16. The perspective of an online-media-provider <ul><ul><li>- High costs of developing an own solution for an event-calendar </li></ul></ul><ul><ul><ul><li> -> Constriction to costumer-highlights </li></ul></ul></ul><ul><ul><ul><li>instead of a calender Solution is disappointing </li></ul></ul></ul>
  17. 17. The perspective of an online-media-provider = high costs for communication, data management and publication -> Yet there is a high interest and demand for it Why should there be a free of charge event advertisement ?
  18. 18. The perspective of an user
  19. 19. <ul><li>The perspective of an user </li></ul><ul><ul><li>- Restrictions and Exclusions - Geographically (local/ subregional); communal (neighbourhood, region) </li></ul></ul><ul><ul><li>- Target-group (age, interests,…) </li></ul></ul><ul><ul><li>- Organisational (e.g. tourism-organisations) </li></ul></ul><ul><ul><li>- Only ticketing-events </li></ul></ul><ul><ul><li>Event-information are often uncomplete or consist of too little detailed information </li></ul></ul>
  20. 20. The perspective of an user <ul><ul><li>search-Interfaces and Databases NOT attractive, NOT illustrated. NOT interesting </li></ul></ul><ul><li>What am I exactly looking for if I don‘t know what I want to find? </li></ul>
  21. 21. = lots of semi-professional online-supplies; too many calendars for a region! The perspective of an user
  22. 22. Free-of-charge mentality of the media as well as free-of-charge-mentality of the event-manager leads to a negative finishing: Too little revenue or no success at all
  23. 23. Another reason
  24. 24. Another reason History in Print-media: The traditional way of digitalization in publishing houses: Print  internet, not internet  print --> In volume little exportable data print  web
  25. 25. Complexity of the publishers-orientated software No external access for the input of an event-manger -> Software is only designed for the use within the publishing-house AND: Internetmedia have no sold online-edition => Print-business-idea (newspaper) makes no sense for event-management; you can‘t just copy it Another reason History in Print-media:
  26. 26. In addition to that The media is not exchanging their data with each others as they are in competiton-situation As a small media company you won‘t make any profit when you buy your event-data from external Public-relation-agencies are not that much into online so far (Offers and personal capacity for Digitalisation, acceptance of the customers)
  27. 27. <ul><li>Idea and Concept of Frankentipps.de </li></ul><ul><li>One place which connects all three perspectives </li></ul><ul><li>An online solution which is professional , powerfull , far reaching as well as time-saving </li></ul><ul><li>For ticketing service ONLINE and OFFLINE and events with FREE admission </li></ul><ul><li>„ Reduce the costs for advertisement while using the internet to its fullest“ </li></ul>
  28. 28. <ul><li>Innovative Media-Cooperation-concept </li></ul><ul><li>Convincing offer for its users </li></ul><ul><li>Our main goals are: </li></ul><ul><li>-> Ideal digitalisation of data </li></ul><ul><li>-> Stable business concept </li></ul><ul><li>-> Professionalization of online event-advertisement </li></ul>Idea and Concept of Frankentipps.de
  29. 29. <ul><li>Development </li></ul><ul><li>September 2004: </li></ul><ul><li>Presentation of the idea within the company </li></ul><ul><li>Development of a business-plan </li></ul><ul><li>Naming, trademark the idea </li></ul><ul><li>Development of the own procedure </li></ul><ul><li>Backend: Login-Area for Event-manager Frontend: Web-Layout </li></ul><ul><li>Implementation of new ideas </li></ul><ul><li>Development of a marketing-strategy, Beginning of Pre-Marketing </li></ul><ul><li>May 2005: Launch of Frankentipps.de! </li></ul>
  30. 30. Result: The Frankentipps.de-Idea event-manager login-area for event-manager powerful admin-sector digitalisation of datas Frankentipps.de News- paper City- Guide WWW Portal RSS/ Press-coverage web-calendar template for own website own (direct!) online-ticketing automated transmission mobile web calendar + mobile tagging Main difference: Event-Manager pays a fee for the digitalization and online-distribution (Marketing) of his data. -> No free of charge-input results in -> more output!
  31. 31. Result: The Frankentipps.de-Idea + ideal digitalization of data! + guaranteed (independent) publication of all datas: 1:1, not-shortened! + immediately online! event-manager login-area for event-manager powerful admin-sector digitalisation of datas Frankentipps.de News- paper City- Guide WWW Portal RSS/ Press-coverage web-calendar template for own website own (direct!) online-ticketing automated transmission mobile web calendar + mobile tagging
  32. 32. Result: The Frankentipps.de-Idea + excellent utilisation „Networking“ = Multiplication! + fast + far-reaching! + changes/ complementation at all time and online immediately! event-manager login-area for event-manager powerful admin-sector digitalisation of datas Frankentipps.de News- paper City- Guide WWW Portal RSS/ Press-coverage web-calendar template for own website own (direct!) online-ticketing automated transmission mobile web calendar + mobile tagging
  33. 33. <ul><li>Result </li></ul><ul><li>professional utilisation of the internet even for small event-managers (local theaters, clubs,…) </li></ul><ul><li>High-developed Supllies for users </li></ul><ul><li>+ lots of services </li></ul><ul><li>+ no additional adds on the websites </li></ul><ul><li>Gap in the market </li></ul><ul><li>Germanwide unique </li></ul>
  34. 34. <ul><li>Event-manager account with registration For every single event it costs 20 Cent to go online! no additional costs! All services included! </li></ul><ul><li>Credit account with no risks </li></ul><ul><li>There is no minimum of credit on your account neccessary, no base fee (direct debit, PrePaid, Billing) </li></ul><ul><li>receipts/bills with reported taxes </li></ul><ul><li>Money-back guarantee after closing account </li></ul>
  35. 36. Handling-perspective event-manager special developed for event advertisement e.g. periodical, regular or unregular event-dates Simple + time-saving solution!
  36. 37. <ul><li>Periodical solutions can be merged with just a click! (e.g. adress of location, URL, advance sale informations) </li></ul>Handling-perspective event-manager
  37. 38. <ul><li>optional! </li></ul><ul><li>Individual seating plans </li></ul><ul><li>pricings & rebates/discounts </li></ul><ul><li>print@home or shipping of own tickets (order-solution) </li></ul><ul><li>Barcode-based Ticketing </li></ul><ul><li>admittance-control-Software </li></ul><ul><li>Administration, CRM </li></ul>Professional Ticketing-System
  38. 39. <ul><li>The concept allows very flexible handling! </li></ul><ul><li>advertisment Offline-Ticketstores, Ticket-Hotlines and/or </li></ul><ul><li>linking own existing ticketingsystem or </li></ul><ul><li>linking other ticketing-provider or </li></ul><ul><li>usage of the Frankentipps.de ticketing-solution print@home or ordersystem to ship own tickets </li></ul>Ticketing / advance sale
  39. 40. <ul><li>Automatical complementations </li></ul><ul><li>mapping route to event </li></ul><ul><li>printer friendly version </li></ul><ul><li>recommendation-button </li></ul><ul><li>reminder </li></ul><ul><li>contact-button </li></ul><ul><li>social bookmarking </li></ul><ul><li>-> all features can easy be used on own / another website! </li></ul>
  40. 41. <ul><li>Own Event calendar! </li></ul>
  41. 42. <ul><li>XML / RSS (Press-coverage) / Widgets </li></ul><ul><li>Mobile calendar version with QR-Code for mobile tagging </li></ul>www.veranstalter.de/mobil
  42. 43. All data are automatically search engine optimized (e.g. google.com, yahoo.com,…) Direct submissions with Google Sitemaps!
  43. 44. Multiplication! Transmitting to a media-partner network (Web, Web 2.0, social networks, print-publisher)
  44. 45. <ul><li>Changes, Complementations with just a click; (changes are immediately forwarded to all media-partners) </li></ul><ul><li>Statistics are online immediately as an email-report </li></ul><ul><li>(including tipps+hints for optimizing) </li></ul>
  45. 46. = fast, high reaching, local and subregional Over 4 million people: Frankentipps.de is connecting the region!
  46. 47. „ Frankentipps is not aiming for being the portal with the most events online, Frankentipps is aiming for reaching the most visitors for one event.“ Strategy
  47. 48. 150.000 user 5.000+ events 500 events Concentration on ad, circulation, coverage not on events Concentration on events, no ads More attention for a event = higher pro rata regular concepts Frankentipps.de 150.000 user
  48. 49. <ul><li>Frankentipps.de offers </li></ul><ul><ul><li>+ an optimal, time-saving handling with event-data </li></ul></ul><ul><ul><li>+ an enormous fast and far-reaching marketing </li></ul></ul><ul><ul><li>+ an excellent support = administration + advertisement + ticketing in one solution! </li></ul></ul>
  49. 50. Pros for user -> Events only – no adds! -> High quality of delivered information -> Far-reaching supply
  50. 51. Pros for user -> Local and subregional supply -> Many features and services -> Newsletter without adds -> Mobile website: www.frankentipps.de/mobil
  51. 52. Pros for media-partner e.g. Cityguide hugo! -> Additional content -> not branded content -> High Quality -> Local and subregional supply
  52. 53. Pros for media-partner e.g. Cityguide hugo! -> Immediately data-exchange -> No running-costs for data- reserach/digitalization -> Export from online to print -> No investments, turnover -> A cost-efficient solution
  53. 54. Pros for artist -> event-manager has got an excellent solution for online- marketing Events are published quick and far-reaching Further use of published events (e.g. linking, web-napping) Artists doesn‘t need to be involved in Online-marketing
  54. 55. Development Over 1.300 registered event-managers Over 60 media partners 180.000 users per month, in total more than 350.000 by media-network 800 GB Traffic on 3 servers
  55. 56. <ul><li>In preparation </li></ul><ul><li>Multilingualism (e.g. Czech) </li></ul>
  56. 57. <ul><li>Frankentipps.de: </li></ul><ul><li>A supplier-solution, not just a medium </li></ul><ul><li>cheap and succesfull event advertising solution </li></ul><ul><li>A stable business plan, no free-of-charge service </li></ul><ul><li>A cooperation-model (internet-portal  print publisher) that is considered exemplary </li></ul><ul><li>= growth and investitions in service, quality and coverage </li></ul>
  57. 58. The Internet… Medium Number 1 for information and searching Key medium and biggest communication revolution in our time Media structural change Media usage, possibilities and press work changes
  58. 59. The digitalisation and distribution of data is a main topic The assignment for human ressources in internet-jobs (e.g. data care / servicing on web-media) is gaining more and more importance
  59. 60. Is the email-newsletter, the leaflet, the poster or the add in the paper enough for the future ? NO. Others will become faster with online-marketing !
  60. 61. Financial crisis! Budgets + Sponsoring is shortened, canceled! Internet enables extensive economies! Take a chance!
  61. 62. Thank you very much for your attention!

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