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Increasing Bucks & Butts: Real-Time, Online Marketing
 

Increasing Bucks & Butts: Real-Time, Online Marketing

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The quickest and most economical way for you to reach your event’s target audiences is through online marketing. Join Kendra Wright and Cassie Roberts, Saffire Events, as you watch their ...

The quickest and most economical way for you to reach your event’s target audiences is through online marketing. Join Kendra Wright and Cassie Roberts, Saffire Events, as you watch their presentation from the 2012 TFEA Conference & Trade Show. They cover all aspects of using your website and online marketing to raise revenues and increase attendance at your event.

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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.
  • They say put your money where your mouth is; let’s talk about these things.
  • 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?
  • By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
  • 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.
  • 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.
  • A few years ago, a phone call changed the trajectory of their company.Rodeo Austin called and asked them to build an immersive, online presence. Immediately, Saffire Events felt this was an industry they wanted to call home, because this was an industry they could help. And the best thing is, because of geographic disparity, Saffire can bring the experience of lots of fairs and give us functionality that we would never be able to afford from someone just building one event website.
  • Cassie does website, mobile and social networking.
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.
  • This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
  • In the past, we all had a “guy.” Someone to keep our site updated.
  • Sometimes, however, your guy isn’t available.
  • #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?
  • 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.
  • Videos account for 50% of all online traffic as of January 2012
  • Videos account for 50% of all online traffic as of January 2012
  • So you know you need to be on Mobile, but what should you do- an app or a mobile site? And do you know the difference? App: Downloadable interface that installs Mobile site- DEFINITELY. You’ll reach MORE! That way you don’t have to guess which phone will “win!”The same technology you use to build mobile also works for tablets (no Flash)An app only reaches your most loyal followers while a mobile site reaches EVERYONEQR codes only go to mobile sites!
  • 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
  • Fascinating which things it doesn’t matter if it’s DURING the program even! Not just during commercials
  • Therefore, the use of personalization, smart timing, and enticing calls to action are essential in making your content stand out and receive the desired attention. These best practices and much more are detailed in our free guide to email success
  • Kendra – You can get statistics from your tool, so you should test, but Tuesdays mid-morning is the best time historically.Big events like Rodeo Austin can have a monthly newsletter, but especially for smaller events, we don’t recommend a publicized schedule. It’s the kiss of death for not having news at the moment you’re “supposed” to send it. Instead have an internal calendar.
  • I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
  • The most important place to collect addresses on an ongoing basis is from your website. These people have self-selected that they like receiving information electronically.Don’t:LINK to an email signup (include it on the page)Put it on just the HOMEPAGE (put it on every page)
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
  • We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
  • So what’s the format? Simple. You just need a headline, some imagery, text and a call to action. Some research shows that Click Here gets lots more clicks, but I’d include it not as the link – make the link be the actual action you want them to take.
  • -Graphic from Mashable.com
  • Look for other stats about FB
  • Look for other stats about FB
  • http://www.inc.com/guides/201103/how-to-create-an-effective-company-facebook-page.html
  • HootSuite can manage:FacebookTwitterWordpress blogFoursquareSchedule messagesMonitor mentionsCustom analytics$6/month for single user
  • http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html Source Mashable.
  • http://www.socialmediaexaminer.com/12-ways-to-market-your-event-with-social-media/http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html Source Mashable.
  • http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.html
  • http://www.commscorner.com/2010/04/live-events-need-twitter-hastags-built.htmlPost - media section, event section, etc
  • Blog – you update and customers commentThe rest, both you and your customers can contribute.

Increasing Bucks & Butts: Real-Time, Online Marketing Increasing Bucks & Butts: Real-Time, Online Marketing Presentation Transcript

  • INCREASING BUCKS & BUTTS:REAL-TIME, ONLINE MARKETING KENDRA WRIGHT & CASSIE ROBERTS
  • SIT BACK AND RELAX.Have a Coke!Give us your business card at the end of thepresentation, and we’ll send you our slides.We’ll also tell you how to win a big prizeAND score an invite to a great party!
  • MARKETING YOUR EVENTWhat do you spend the most money on?How does it work for you?Is it getting you the best results?Is it helping you to grow?
  • RODEO HOUSTON STATISTICS“How did you hear about the event?”Newspaper – 2%Rodeo Advertising – 4%Radio – 9%TV – 10%Website – 46%
  • INTERNET WINS POPULARITY CONTEST
  • A STEP FURTHER Source: Morgan Stanley Research
  • ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
  • PRESENTERS Kendra Wright Cassie Roberts President Manager, Sales & Partnership• Began building • Received BS Public websites in 1995 for Relations, & Masters Fortune 1000 company Sport Management, The• Started her first University of Texas company in 1998 • Born in Central City, NE• Brings big company • United States Olympic experience to the Committee festival industry • Rodeo Austin
  • HISTORY
  • SAFFIRE EVENTS
  • TEXAS STATE FOREST FESTIVAL
  • PALAMINO FEST
  • PALAMINO FEST
  • our goal is to elevate the festival industry by enhancing its most important virtual front door – its online presence.
  • OUR AGENDA TODAYYour to do list for when you get homePrioritize how to make your website betterStatistics to watch and what to do with the infoThe latest trends and what to do about themMaximize your mobile presenceHow to make more money with emailBest strategies for social networkingTools to market your event from at your eventSpecific online marketing ideas
  • MAKE A GAME PLAN
  • WHAT WILL YOU SAY? 1. determine your target audiences
  • WHAT WILL YOU SAY?2. get your team together -make sure to include all audiences
  • WHAT WILL YOU SAY?3. brainstorm all the reasons people come to your event
  • WHAT WILL YOU SAY? 4. come up with topics for all these reasons
  • CONSIDER THE “RULE OF THIRDS”1/3 about yourself and your brand1/3 about things people might be interestedin that aren’t self-promotional1/3 interact with people
  • WHERE WILL YOU SAY IT?WebsiteEmailFacebookTwitterFlickrYouTubePinterestBlog
  • CREATE AN EDITORIAL CALENDAR
  • YOUR WEBSITE
  • HOW DO YOU MANAGE YOUR SITE?
  • YOUR WEB GUY
  • YOUR WEB GUY
  • YOUR WEB GUY
  • THE GOAL you must be able tomarket your event on your website in real time
  • THE REALITY98% of anonymous online prospects enter a website looking for something, yet still leave anonymous
  • MAKE INFO QUICK TO FINDDon’t have more than 5-7 links in one place.Make your information hierarchical. Use categories and subcategories to organize your event information.
  • MAKE IT FUNUse photos to tell your story.Give people features to click.
  • besides your homepage, where do people go on your website? (do you know?)
  • MAKE EVENT PAGES INTERACTIVE
  • MAKE EVENT PAGES INTERACTIVE
  • MAXIMIZE SOCIAL MEDIAFacebook or Tweet your FESTIVAL
  • MAXIMIZE SOCIAL MEDIAFacebook or Tweet a festivalEVENT/FEATURE
  • MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of anevent/feature
  • WHY DO ECOMMERCE?
  • ECOMMERCE=INSURANCE POLICY
  • ECOMMERCE=INCREMENTAL REVENUE
  • DETERMINING PRICE80/20 rule • Approximately 80% of the tickets you sell online will be redeemed • Offer 20% discount • Come out evenFree shipping or print at home • ESPECIALLY when cheap to ship
  • SELL MORE NOWMake your tickets easy to find.Have minimum clicks to get to the shoppingcart.Integrate the design of your website with thedesign of your cart so that the “look” doesn’tchange at the buying moment.
  • ANALYTICS
  • GOOGLE ANALYTICS
  • 4 IMPORTANT THINGS TO WATCH • Low visits? site Improve SEO or online marketing visits of your site
  • 4 IMPORTANT THINGS TO WATCH bounce • High bounce rate? Improve your rate homepage
  • 4 IMPORTANT THINGS TO WATCH actions/ • Not enough action? Make your website conversion more compelling rate (good rate: 2%)
  • 4 IMPORTANT THINGS TO WATCH time • Low time? Add interactivity and on site other “stickiness”
  • TARGETING TRENDS
  • what is the fastest growing website of all time?
  • PINTERESTPinterest was the first site to get 10 millionunique visitors in a month.Pin event photos (and more) and invite yourcustomers to follow your boards!
  • PINTEREST
  • PINTEREST
  • 50% of all web content is…
  • 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.
  • 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.
  • MOBILE MARKETING
  • MOBILE
  • APP OR MOBILE SITE? 0% BlackBerry 24% Android 46% Apple iPhone 30%
  • APP OR MOBILE SITE?
  • 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.
  • THE PERFECT STORM
  • MULTI-SCREEN MARKETING
  • MULTI-SCREEN MARKETING
  • WHAT LEADS TO MOBILE PURCHASE?
  • EMAIL MARKETING
  • TARGET EMAILS FOR MOBILEemail opens on smartphones and tablets have increased 80% over the last six months
  • WHEN WILL YOU SAY IT?Statistics are clear • Day of week: Tuesday (try Friday for fun!) • Time of day: Mid-morningUnless you’re big, don’t publicize schedule
  • WHO WILL YOU SAY IT TO?If you’re starting from scratch, GET GOING! • Outlook contacts • Volunteers • Sponsors • Vendors • Performers • Past purchasers • Etc.
  • EMAIL SIGNUPS ON EVERY PAGE
  • What will we say?
  • WHAT WILL WE SAY?
  • CONSIDER A PYRAMID one main story TEST AGAINST EACH OTHER two smaller two smaller features features
  • WHAT WILL WE SAY? don’t tell the whole story. goal: CLICKS!
  • good content links to CLICKS, but a good subject line (sent at right time) leads to OPENS
  • WHAT MAKES A GOOD SUBJECT LINE?Include something recognizableUse action wordsNot too spammy50 characters or less • Turn into Tweet, with 120 characters, # and shortened URL • Turn into Facebook, with 150 characters, graphic and no #
  • EMAIL ARTICLES: THE FORMULAHeadlineImageText (short, with links)Call to action • Consider “Click here to enter now!”
  • MEASURE YOUR EMAILSPER EMAILOpen rateClick-through rate (CTR)Response rate – web visits, revenueOVER TIMEHouse file sizeChurn (percentage who leave your list)Revenue/emailCost/email
  • SAMPLE OPEN RATESVaries by client• 9-15% on low end• 30-35% on high endWho has the highest open rate?• Good subject line• Clients who sell online• Clients with a strong brand• Sent at right time/day (Tuesday mid- morning)
  • SAMPLE CLICK RATESAround 10-20% (not as much variance)Depends on call to action, so use actionwords • Get More Info! • Sign Up! • Buy Now! • More Photos!Again, don’t tell the whole story.
  • SOCIAL NETWORKING
  • WHY SOCIAL NETWORKING? Traditional Networking Model Local Radio Ad: 5,000 people/ Local TV Ad commercialCampaign: 200,000people/commercial Print: Varies based on Send*Based on midsized market
  • WHY SOCIAL NETWORKING? Social Networking ModelME: 1 My Friends’ My Friends: 130 - 500+ Friends 250,000+
  • WHICH SITES DO I USE?
  • THE POWER OF FACEBOOKCoca-Cola has reported that Facebook fansare 2 times as likely to consume & 10 timesmore likely to purchase than non-fans.
  • EFFECTIVE FACEBOOKINGCover PhotoBe creative! Use this space to make big announcements,i.e., event dates and upcoming performers.Change it daily during your event to highlight the day’sactivities.You can’t putlinks on yourcover photo.
  • EFFECTIVE FACEBOOKINGProfile PictureDon’t forget your profile picture!It will appear throughout Facebook and needsto stand alone and represent your brand.
  • EFFECTIVE FACEBOOKINGMilestonesFacebook’s timelinecreates a history ofyour event.Call out importantphotos and events byclicking the star on apost to expand thephoto to a widescreenview.You can even pin content so it will remain thetop post for 7 days.
  • WHY TWEET? 17% of the top 1,000search terms on Twitter alternate hourly.
  • WHY TWEET?Twitter is current on up-to-the minuteimportant news and cultural happenings.Ramp up your publishing frequency, andmake timely content the focus of yourTwitter activities in order to satisfyinformation-hungry users.
  • TRICKS & TIPS FOR TWEETSFor the highest click-through rates:Tweet between 120-130 characters.Write tweets containing “via,” “RT,” “please” and“check.”Post weird/human interest stories.Tweet on the weekends. We don’t like to work on weekends either. Use: www.hootsuite.com to schedule social media in advance
  • BE EFFICIENT WITH HOOTSUITE
  • WHAT IS THIS? #
  • THE ART OF THE HASHTAG A hashtag how Twitter users organize themselves: if everyone uses a certain hashtag to tweet about a topic, it becomes easier to find that topic insearch, and is more likely to appear in Twitter’s Trending Topics.
  • ENSURE ADOPTION OF A HASHTAG Sorry! You cant!
  • AN OLYMPIC EXAMPLEHashtags preferred by Olympics:#London2012 #Olympics #GoUSAHashtag used:
  • WHAT YOU CAN DOPOST it – relevant places on your website/blogPRINT it – eventmaterials, signage, scoreboards, etc.PUBLICIZE it – Twitter feed, regularly andconsistently It is vital to make it easy and enticing for your customers to find, adopt and promote hashtags.
  • REAL-TIME MARKETING TOOLS
  • REAL-TIME MARKETING TOOLS If you have a smart phone, you can market from your event grounds. There’s an app for that.
  • FACEBOOK
  • TWITTER
  • FLICKR (PHOTO SHARING)
  • YOUTUBE
  • PINTEREST
  • WORDPRESS
  • SPECIFIC IDEAS Ask questions that get peopleto talk about themselves in relation to your event
  • GRAB THEIR ATTENTION • Consider funny – tweets from mascot, etc. • Personal/human interest stories get a lot of hits • Posts with photos get more views!Think about what YOU would want to click!
  • MAKE PEOPLE FEEL LIKE INSIDERS • Be the first to know about X via social media! • See behind-the-scenes looks at our event! Your customers feel special, and they are more likely to be long term followers.
  • MULTIMEDIA• Photo contests on website and Facebook• Caption that photo• Funny video upload Photos and video are naturally VIRAL and give you more event photos!
  • TAGGING IN FACEBOOKTake pictures of the crowd at concerts, postthem and encourage them to tag themselves Your photo appears in their Facebook feed!
  • GET PEOPLE TALKINGShow live tweets on concert side screensHave a vote or quiz • Answer on text, app, QR code, etc.
  • CONTESTS WITH PUBLICITY BONUS Have a contest for front row concert seats • Text, tweet or post on FB page NOW = publicity Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; host trip for winners
  • CONTESTS WITH PUBLICITY BONUS Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; host trip for winners
  • GETTING RETWEETSJudiciously promote big sponsors for retweetSame with vendors and entertainersPost thanks to people/groups; they’ll repost
  • BULLS EYE• Be entered into drawing for TV.• We’ll send you a happy hour invite and tell you where the party is. Text SAFFIRE to 74574
  • BULLS EYELeave us your business card, and we’llsend:• These slides• The Editorial Calendar template• A free subscription to The Dirt
  • SOURCEShttp://www.insightera.com/blog/http://heidicohen.com/mobile-marketing-research-chart/http://www.business2community.com/online-marketing/11-statistics-to-turbocharge-your-targeted-online-marketing-0235544