SIT BACK AND RELAXLuckily you don’t have to write all this down!Leave me your business card and I’ll sendyou the slides
LET’S REFLECTWhat’s happened since we were here lastyear?• Conferences• Rodeos • Met with committees, boards, executive directors and managers
INTERNET WINS POPULARITY CONTEST
A STEP FURTHER Source: Morgan Stanley Research
ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
PRESENTER Cassie Roberts Manager, Sales & Partnership• Received BS Public Relations, & Masters Sport Management, The University of Texas• Born in Central City, NE• United States Olympic Committee• Rodeo Austin
SAFFIRE EVENTS--ARC MEMBERS
Our goal is to elevate the rodeo industry by enhancing its most important virtual front door – its online presence.
OUR AGENDA TODAYPrioritize how to make your website betterThe latest online trends and what to do aboutthemMaximize your mobile presenceHow to make more money with emailBest strategies for social networkingTools to market your event from your event
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.
MANAGE YOUR OWN WEBSITE
MANAGE IN REAL TIME
THE REALITY98% of anonymous online prospects enter a website looking for something, yet still leave anonymous. Why?
MAKE INFO QUICK TO FINDMake your information hierarchical.Use analytics to name your homepagebuttons.
MAKE EVENT PAGES INTERACTIVE
MAXIMIZE SOCIAL MEDIA BUTTONS Facebook or Tweet your RODEO
MAXIMIZE SOCIAL MEDIA Facebook or Tweet a rodeo EVENT/FEATURE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event/feature
3 THINGS TO SELL MORE NOW1. Make your tickets easy to find.2. Have minimum clicks to get to theshopping cart.3. Integrate the design of your website withthe design of your cart so that the ―look‖doesn’t change at the buying moment.
IT’S A MUST
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
TEXT MARKETINGYour customers are texting.Consider joining the conversation.Judiciously text deals and special announcements.This can of course be done right from your mobilephone with the right software Start offering people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
SCHEDULE TEXTS FROM MOBILE
TARGET EMAILS FOR MOBILEEmail opens on smartphones and tablets have increased 80% over the last six months.
WHEN TO EMAILStatistics are clear • Day of week: Tuesday (try Friday for fun!) • Time of day: Mid-morningUnless you’re big, don’t publicize schedule
WHO TO EMAILIf you’re starting from scratch, GET GOING! • Outlook contacts • Volunteers • Sponsors • Vendors • Performers • Past purchasers • Etc.
EMAIL SIGNUPS ON EVERY PAGE
WHAT TO SAY
CONSIDER A PYRAMID one main story TEST AGAINST EACH OTHER two smaller two smaller features features
WHAT (OR WHAT NOT) TO SAY Don’t tell the whole story. Goal: OPENS & CLICKS!
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 MEDIA?Not the same!Social MEDIA is the outlet where you BUILDyour social NETWORK The media itself has no value unless you’re using it properly.
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+
TRUTH People like themselves.Post things that get people to talk about themselves in relation to your event.
THE POWER OF FACEBOOKCoca-Cola has reported that Facebook fansare 2 times as likely to consume & 10 timesmore likely to purchase than non-fans.
FACEBOOK IN THE MOMENT
IDEA: FACEBOOK TAGGINGTake pictures of the crowd at concerts, postthem and encourage them to tag themselves Your photo appears in their Facebook feed!
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.
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.
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!
GETTING RETWEETSJudiciously promote big sponsors for retweetSame with vendors and entertainersPost thanks to people/groups; they’ll repost
TWEET AS YOU GO
IDEA: GET PEOPLE TALKINGShow live tweets on rodeo or concertscreensHave a vote or quiz • Answer on text, app, QR code, etc.
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!
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.
YOUTUBE FROM YOUR RODEO
CONCLUSIONLots of ideas, so little time!Find out where your customers are and whatgives the highest rate of return if you don’thave the resources.Survey your customers, find out how theyfound you.
KEEP IN TOUCH—WE CAN HELP!Leave me your business card, and we’llsend:• These slides• The Editorial Calendar template• A free subscription to The Dirt