Increasing Bucks & Butts: Grow Revenue & Attendance with Saffire Events - IAFE 2013

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The quickest and most economical way for you to reach your event’s target audiences is online. Join the team from Saffire Events as they cover all aspects of making your event more successful through online marketing. We’ll tell you about the latest trends and show you how to improve your website, manage your content, integrate mobile, make money with email and texting, maximize social networking and market your event from your fairgrounds. You’ll leave with a 5-Step Action Plan for taking your online efforts to the next level!

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  • We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
  • Think about how your current website. How did it come to fruition? How does it work for you? I’m betting you have a guy. He loves your fair. He might even be a relative of someone on your board. He may do websites all over town.
  • Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
  • Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
  • Whew. So that’s a lot. We’ve talked about (list all prior topics). I know you’re busy. But these are the things that we know, from everything we have learned about doing websites for lots of clients in lots of industry, that will make your life so much better, because your event that you work so hard on will be so much more successful.
  • Since then, we’ve added almost a dozen more people, all to try and keep up with the ever-raising bar of online expectations.MORE THAN A SINGLE “GUY” COULD EVER PROVIDE
  • Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
  • We are so proud that we have 42 events using Saffire now.Not listed: Reno, Redding NW, Washington, Sikeston
  • And we’re even more proud to have partnerships with so many
  • Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then! The amount of time people spend overall on the Internet has increased 121% over the past five years.In 2010, for the first time ever, Internet usage surpassed television usage.Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.Are we following this trend?Do we think our customers are?
  • -Graphic from Mashable.com
  • The reality is that 98% will come looking for something and yet leave anonymous. We don’t want that to happen.
  • Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
  • Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
  • We take lots of time to develop the visual brand, because it is the first thing people will notice.
  • Don’t overwhelm with navigational choices, or people will leave your site.Make your information hierarchical; Help them KNOW where to go.
  • Lots of photos, things for people to click
  • Facebook or Tweet your ENTIRE EVENT
  • Facebook or Tweet an EVENT FEATURE
  • Facebook or Tweet a PHOTO of an event feature#1 we all know nothing sells an event like photos. Photos are also an EXTREMELY personal way to share an event, especially if the photo is of them. This is one of the great things about localized eventsAbout half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
  • Sometimes, however, your guy isn’t available.
  • By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
  • Newspapers, TV, magazines
  • Getting people from their newspapers to online – this was HARD!
  • If you’re doing it, so are your customers. Figure out ways to market that link different forms of technologyTablet/Laptop/Phone/TV: Pick two and link them
  • You can see it’s not, just by the numbers of accounts and messages sent every day!
  • DASHBOARD WITH IT CIRCLED, MAIN SAFFIREMAIL PAGE AND CREATING A CAMPAIGNSAVE WEBPAGE AS EMAIL
  • The essence of Facebook is trying to get into people’s news feeds. I will warn you that as a business, it’s getting harder. LIKE us for more info about the happy hour!
  • Videos account for 50% of all online traffic as of January 2012
  • Facebook bought Instagram earlier this year. Guess how much they paid? 1 billion dollars!Mainly for mobileKnown for image “doctoring”Trends younger
  • Videos account for 50% of all online traffic as of January 2012
  • Increasing Bucks & Butts: Grow Revenue & Attendance with Saffire Events - IAFE 2013

    1. 1. INCREASING BUCKS & BUTTS:GROWING REVENUE & ATTENDANCE WITH SAFFIRE EVENTS KENDRA WRIGHT PRESIDENT, SAFFIRE EVENTS
    2. 2. SIT BACK AND RELAX.Give us your business card for:• Slides from this presentation• Subscription to The Dirt (free marketinginfo)• An entry to win a flat screen TV• A free buttonWear your button to booth #1122 for:• Another TV entry• A free, limited-edition boot koozie
    3. 3. AGENDA• Improve your website• Manage your content• Integrate mobile• Making money from email• Maximize social networking• Latest trends• 5-Step Action Plan (future webinar)
    4. 4. CAN WE TALK? • Loves your event • Connection to your event • Does lots of local websites • “Brung ya”
    5. 5. PRESENTER KENDRA WRIGHT President, Saffire Events• First job – Event manager for non-profit• Began working at Fortune 1000 company in 1995 o Accidentally started building websites• Started own company in 1998 o One woman show
    6. 6. I WAS…
    7. 7. LEADERSHIP AARON PEDERSON JEREMY Technical Director EMERSON• Leads a team of highly- Creative Director • A classically-trained artist skilled programmers with 16 years experience• Finds the perfect technology in online design for the job • Makes everything we do• A different breed of techie – look beautiful speaks English! • Not a prima donna
    8. 8. THINGS GOT COMPLICATED Email Newsletter
    9. 9. TEAMChris Lugar Adam Dispenza Jonathan HopeSenior Software QA Specialist Software EngineerEngineerJessica Bybee- Cassie Roberts Kelly GinestDziedzic Manager of Sales & Manager, MarketingSenior Account Partnership CommunicationsManagerDaniel Bunn Chris Howard Brandi ReillySoftware Engineer Front End Developer Manager, Marketing & Customer Service
    10. 10. INTERNATIONAL PORTFOLIO
    11. 11. WE LOVE THIS INDUSTRY!
    12. 12. WHY DO I LOVE THE FAIR?
    13. 13. PALAMINO FEST
    14. 14. OUR CONNECTION TO INDUSTRY
    15. 15. WFA
    16. 16. NEW FE HOMEPAGE
    17. 17. FAIRS EVERYWHERE
    18. 18. FAIRS EVERYWHERE
    19. 19. FAIRS EVERYWHERE
    20. 20. FAIRS EVERYWHERE BOOTH #1120 Stop by to add your fair FREE!
    21. 21. YOUR WEBSITE
    22. 22. WHAT’S NOT COOLIt’s a medium we aren’t 100% comfortablewithWe don’t know where to startThings are changing so fast…Our website looked good a couple yearsago!
    23. 23. WHAT’S COOLIf done well, your website is your biggestmarketing bang for buckIt’s the “landing strip” for all other marketingIt’s your virtual front door
    24. 24. RODEO HOUSTON STATISTICS“How did you hear about this event?”Newspaper – 2%Rodeo Advertising – 4%Radio – 9%TV – 10%Website – 46%
    25. 25. INTERNET WINS POPULARITY CONTEST
    26. 26. TRADITIONAL ADVERTISING MODEL Local Radio Ad: 5,000 people/ Local TV Ad commercialCampaign: 200,000people/commercial Print: Varies based on send *Based on midsized market
    27. 27. ONLINE MODELME: 1 My Friends’ My Friends: 130 - 500+ Friends 250,000+
    28. 28. OUR GOAL Your customers takeACTION on your website
    29. 29. WHY?You have one shot.
    30. 30. CUSTOMERS MUST Interact on your site
    31. 31. CUSTOMERS MUST Sign up for email
    32. 32. CUSTOMERS MUST Share it with someone
    33. 33. CUSTOMERS MUSTFollow you on social media
    34. 34. CUSTOMERS MUST Buy something
    35. 35. WHY DO ECOMMERCE?
    36. 36. ECOMMERCE=INSURANCE POLICY
    37. 37. ECOMMERCE=INCREMENTALECOMMERCE=INCREMENTAL BUTTS REVENUE
    38. 38. MAKE IT BEAUTIFUL
    39. 39. MAKE IT QUICK TO FIND
    40. 40. MAKE IT FUNUse photos to tell your story.Give people features to click.
    41. 41. NEW LAYOUT OPTIONS!
    42. 42. Besides your homepage, where do people go on your website? (do you know?)
    43. 43. MAKE EVENT SCHEDULE INTERACTIVE
    44. 44. MAKE EVENT SCHEDULE INTERACTIVE
    45. 45. ALLOW PHOTO UPLOAD
    46. 46. LOTS OF SPONSOR LOVE
    47. 47. MAKE IT EASY TO FIND
    48. 48. MAKE IT EASY TO CONNECT
    49. 49. MAKE IT EASY TO CONNECT
    50. 50. MAKE IT EASY TO CONNECT
    51. 51. MAKE IT EASY TO GET INVOLVEDFORMS
    52. 52. MAKE IT EASY TO GET INVOLVEDFORMS
    53. 53. MAKE IT EASY TO GET INVOLVEDFORMS
    54. 54. MAKE IT EASY TO BUY
    55. 55. MAKE IT TRACKABLE
    56. 56. SEE??
    57. 57. HOW DO YOU MANAGE CONTENT?
    58. 58. THE GOAL To be the most successful(and maintain your sanity)… You must be able to manage your website yourself, in REAL TIME.
    59. 59. YOUR OWN DASHBOARD
    60. 60. YOUR OWN DASHBOARD
    61. 61. MANAGE HOMEPAGE FEATURES
    62. 62. MANAGE EVENT DETAILS
    63. 63. MANAGE NAVIGATION
    64. 64. ADD SPONSORS
    65. 65. ADD UNLIMITED NEW PAGES
    66. 66. ADD UNLIMITED WEB FORMS
    67. 67. SCHEDULE THINGS AHEAD Your homepage can look new each day of your event… WITHOUT YOU TOUCHING IT!
    68. 68. DOES YOUR GUY DO THAT?
    69. 69. MOBILE MARKETING
    70. 70. THE WRITING’S ON THE WALL Source: Morgan Stanley Research
    71. 71. MOBILE
    72. 72. ONE DATA SOURCE
    73. 73. MOBILE-SPECIFIC DESIGN
    74. 74. WHY MOBILE?Customers use mobile search to shop. • 95% of all mobile searches are for LOCAL products and services. • 61% of all local searches result in a purchase.
    75. 75. THE PERFECT STORM
    76. 76. WHAT TO MAKE MOBILE EVERYTHING!
    77. 77. REALLY OLD DAYSWe marketed to people on their sofas.
    78. 78. FAIRLY OLD DAYSWe had to rely on “sofa inertia!”
    79. 79. NOW
    80. 80. FROM YOUR FAIRGROUNDS
    81. 81. DOES YOUR GUY DO THAT?
    82. 82. EMAIL MARKETING
    83. 83. WHAT’S NOT COOL One of the oldestonline marketing tactics
    84. 84. WHAT’S COOL67% of global marketers rated email themost successful digital marketing tactic. Source: CMO Council, May 2012
    85. 85. COMPELLING REASONS TO EMAILThe days events email are often their toprevenue days (even above social media).Email gives some of the fastest results,often within 24 hours.Email is the most cost-effective marketingtool.
    86. 86. SAFFIREMAIL
    87. 87. SAFFIREMAIL
    88. 88. SAFFIREMAIL
    89. 89. SAFFIREMAIL
    90. 90. DOES YOUR GUY DO THAT?
    91. 91. SOCIAL MEDIA
    92. 92. FACEBOOKYour #1 social networking priorityOver a billion monthly active users• Recent changes - Business Pages • Inactive users won’t see content as much • Only 10-20% will see content • Only 1% will interactPay attention to your website& email!
    93. 93. GET INTO THE FEED: LIKING
    94. 94. GETTING INTO THE FEED: TAGGING Take pictures of the crowd at concerts, post them and encourage them to tag themselves Your photo appears in their Facebook feed!
    95. 95. SAFFIRE GIVES YOU COVER PHOTO
    96. 96. TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter everyday
    97. 97. SAFFIRE COORDINATES TWITTER
    98. 98. What is the fastest growing website of all time?
    99. 99. PINTERESTThe first site to get 10 million unique visitors in amonth.Pin event photos (and more), and invite yourcustomers to follow your boards!Not your highest priority, but it’s fun!
    100. 100. PINTEREST
    101. 101. 50% of all web content is…
    102. 102. YOUTUBE3rd in your social media priorities4 billion videos/day viewed800 million unique users visit YouTube eachmonth44% of YouTube’s users are aged between12 and 34
    103. 103. YOUTUBECustomers exposed to videos are 437%more likely to engage in your brand. • Engagement = Purchases Make your videos raw and not too produced to help customers identify with your brand.
    104. 104. SAFFIRE INTEGRATESPINTEREST & YOUTUBE
    105. 105. DOES YOUR GUY DO THAT?
    106. 106. OTHER TRENDS
    107. 107. TEXT MARKETINGYour customers are texting.Consider joining the conversation.Judiciously text deals and specialannouncements. Start offering people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
    108. 108. SAFFIRETEXT
    109. 109. DOES YOUR GUY DO THAT?
    110. 110. FINAL THOUGHTS
    111. 111. REVIEW• Improve your website• Manage your content• Integrate mobile• Making money from email• Maximize social networking• Latest trends
    112. 112. SAFFIRE IS… One platform One industryOne community
    113. 113. ONGOING NEW FEATURES
    114. 114. ONGOING EDUCATION• Social networking• Email marketing• Increasing advance revenue• Google analytics• Creating an Editorial Calendar• Many more!
    115. 115. ONGOING HELP
    116. 116. ONGOING HELP
    117. 117. YOUR GUY CAN’T DO THIS.
    118. 118. SHOW SPECIALSign up for Saffire within 90 days for 10% off initial fees First time ever!
    119. 119. FINAL THOUGHTSCome by our Hollywood Happy Hour from5:30-7 pm tonight in Suite 3298.Leave us your business card.Grab a button!
    120. 120. OF COURSE….
    121. 121. Thank You!

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