INCREASING BUCKS & BUTTS:EXPONENTIALLY GROW EVENT   REVENUE WITH ONLINE       MARKETING       KENDRA WRIGHT      AARON PED...
MOST IMPORTANT LESSON
SIT BACK AND RELAX.Give us your business card at the end of thepresentation, and we’ll send you our slides.We’ll also ente...
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 ...
RODEO HOUSTON STATISTICS“How did you hear about the event?”Newspaper – 2%Rodeo Advertising – 4%Radio – 9%TV – 10%Website –...
INTERNET WINS POPULARITY        CONTEST
MOBILE IS GOING TO WIN TOO                    Source: Morgan Stanley Research
ARE YOU FOLLOWING THESE TRENDS?     ARE YOUR CUSTOMERS?
PRESENTERS      Kendra Wright                   Aaron Pederson          President                     Technical Director• ...
HISTORY
SAFFIRE CLIENTS
SAFFIRE ASSOCIATION PARTNERS
PALAMINO FEST
Our goal is to elevate the event industry by enhancing its most important virtual front                    door –         ...
OUR AGENDAYour game plan for when you get homePrioritize how to make your website betterStatistics to watch and what to do...
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
WHAT WILL YOU SAY?Two things to tell people: 1. What we want them to hear 2. What people want to hear
CONSIDER THE “RULE OF THIRDS”1/3 about yourself and your brand1/3 about things people might be interestedin that aren’t se...
WHERE WILL YOU SAY IT?WebsiteMobileEmailFacebookTwitterYouTubePinterestBlogFlickr
CREATE AN EDITORIAL CALENDAR
YOUR WEBSITE
YOUR WEBSITE… YOUR PARTY
WHY???It’s a medium we aren’t 100% comfortablewithWe don’t know where to startThings are changing so fast…It looked good a...
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
THE GOAL       To be the most successful      and to maintain your sanity,          you must be able tomarket your event o...
THE REALITY98% of anonymous online prospects enter a                 website         looking for something…        yet sti...
MAKE INFO QUICK TO FINDDon’t have more than 5-7 links in one place.Make your information hierarchical.          Use catego...
MAKE IT FUNUse photos to tell your story.Give people features to click.
BONUS POINTSSchedule the most important things aheadof time• Homepage features• Any messages you know you’ll want to   pro...
Besides your homepage, where do people          go on your website?            (do you know?)
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAKE EVENT PAGES INTERACTIVE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet your ENTIRE EVENT
MAXIMIZE SOCIAL MEDIAFacebook or Tweet an EVENT FEATURE
MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event 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% dis...
SELL MORE NOWMake your tickets easy to find.Have minimum clicks to get to the shopping cart.Integrate the design of your w...
ANALYTICS
GOOGLE ANALYTICS
GOOGLE ANALYTICS
4 IMPORTANT THINGS TO WATCH            • Low visits?    site      Improve SEO or              online marketing   visits   ...
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 compell...
OTHER PARTIES TO ATTEND time     • Low time? Add            interactivity andon site     other “stickiness”
OTHER PARTIES TO ATTEND
FACEBOOK
FACEBOOK901 million monthly active usersOne in every seven humans on earth is anactive Facebook userThe most important way...
FACEBOOK COVER PHOTO   Be creative! Use this space to make big    announcements, i.e. event dates and    upcoming perform...
FACEBOOK PROFILE PICTURE Don’t forget the profile picture! It will appear “solo” throughout Facebook; it  needs to be ab...
FACEBOOK MILESTONES   Facebook’s timeline    automatically creates    a history of your    event.   Call out important  ...
COOL FACEBOOKCOVERS/PROFILES
COOL FACEBOOKCOVERS/PROFILES
COOL FACEBOOK COVER PHOTOS
TAGGING IN FACEBOOKTake pictures of the crowd at concerts, postthem and encourage them to tag themselves           Your ph...
TWITTER
POLLHow many of you have a Twitter   account for your event?How many of you have a personal      Twitter account?
TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter e...
WHY TWEET?Twitter is current on up-to-the minuteimportant news and cultural happenings.Ramp up your publishing frequency, ...
STEP 1: SET UP TWITTERNo more than 15 characters in UsernameExample: Amador County Fair   •    Too many characters: @Amado...
SET UP PERSONAL ACCOUNT TOOIt’s a good place to “practice”But be careful!  •   KitchenAid debate disasterFollow different ...
AmadorFair
WHO TO FOLLOW IN SET UPWhen you set up your account, just followthe minimum - Industry associations &businesses  •   IAFE ...
STEP 2: CUSTOMIZE YOUR PAGEEdit Profile  •   Add a photo (logo)      o   Get 10x more followers  •   Add a bio (mission – ...
NEW! ADD A HEADERMake a file that is1200 x 600It will be a background behind:• Twitter name• Bio• Location• URLJust anothe...
Amador header
STEP 3: DO A FEW RETWEETSRetweet people you follow  •   Look through your timeline  •   At first, this is just to get your...
STEP 4: FOLLOW SOME PEOPLE Events similar to yours Big events People involved in your event Local businesses Just for fun ...
PEOPLE INVOLVED IN YOUR EVENT Sponsors Vendors Entertainers Volunteers Exhibitors Board members      Follow people on a Tu...
LOCAL BUSINESSESLocal businesses  •   Amador (county)  •   Plymouth (city)Local press      Pilfer from those we are follow...
FINDING MORE PEOPLE TO              FOLLOWWho to follow – View All (based on interests)Find friends – if you have:  •    G...
STEP 5: WRITE SOME TWEETSIt’s a chicken and the egg: people don’tfollow people without tweets, but you’ll getbetter bang f...
“ADVANCED” TWITTER MANEUVERS Deleting tweets Favorites (from Profile page) Replying to tweets   •     People can track “co...
WHAT TO POSTWebsite changes/blog posts/email articlesTestimonialsPhotos/Videos“Insider info”News of weird/human interest s...
SPECIFIC IDEASSend opening day congrats to other fairsJudiciously promote big sponsors for retweetSame with vendors and en...
TRICKS & TIPS FOR TWEETSFor the highest click-through rates:Tweet between 120-130 characters.Write tweets containing “via,...
WHAT IS THIS?      #
THE ART OF THE HASHTAG          A hashtag is how Twitter         users organize themselves.          People start includin...
ENSURE ADOPTION OF A HASHTAG          You cant!
WHAT YOU CAN DOPOST it – relevant places on yourwebsite/blogPRINT it – eventmaterials, signage, scoreboards, etc.PUBLICIZE...
AN OLYMPIC EXAMPLEHashtags preferred by Olympics:#London2012 #Olympics #GoUSAHashtag used:
SAFFIRE’S HASHTAG ADDENDUM  Many also use hashtags to add something parenthetical/funny at       the end of a tweet
JIMMY FALLON EXAMPLEJimmy Fallon tweets out a hashtag, andpeople tweet funny responses#FactCheck
STEP 7: MANAGE YOUR TWEETS
TAKE IT A STEP FURTHER
STEP 8: GO ABOUT YOUR DAYInstall Firefox extension  •   While you are online reading articles, don’t      just post them; ...
EVEN WHEN YOU’RE MOBILE
STEP 9: TWEET ABOUT YOUR            PEOPLENow you follow “your people”You may have even retweeted some of themNow start wr...
TWITONOMY
STEP 10: TWEAK & REPEATCheck BufferApp or Twitonomy analytics.Write down topics that had the most reach.  •    Do more of ...
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 y...
PINTEREST
PINTEREST
50% of all web content is…
YOUTUBECustomers exposed to videos are 437%more likely to engage in your brand.  •    Engagement = Purchases      Make you...
YOUTUBE3rd in your social media priorities4 billion videos/day viewed800 million unique users visit YouTube eachmonth44% o...
INSTAGRAMMainly for mobileKnown for image “doctoring”Trends younger
TEXT MARKETINGYour customers are texting.Consider joining the conversation.Judiciously text deals and specialannouncements...
A QUICK REVIEWGet a game plan!Prioritize your websiteImprove it using Kendra’s platonic “crush”Then prioritize Facebook & ...
NEXT UPMake it mobileIncrease revenue with emailMarket from your fairgroundsSpecific marketing ideas
MAKING IT MOBILE
MOBILE
APP OR MOBILE SITE?                 0%    BlackBerry       24%                      Android                       46%     ...
APP OR MOBILE SITE?
WHY MOBILE?Customers use mobile search to shop.  •   95% of all mobile searches are for LOCAL      products and services. ...
THE PERFECT STORM
WHAT LEADS TO MOBILE    PURCHASE?
WHAT TO MAKE MOBILEAs much as you can!A couple years ago, with Saffire, we debatedhow much to charge for mobile.     • Ans...
MULTI-SCREEN MARKETING
MULTI-SCREEN MARKETING
MAXIMIZE THE SOFAReally Old DaysWe marketed to people on their sofasNewspapers, TV, magazinesFairly Old DaysWe relied on i...
MOBILE CONTENT MANAGEMENTUpdate your content in real time.
MOBILE CONTENT MANAGEMENTManage information about your events.
MOBILE CONTENT MANAGEMENTEdit a quick homepage message.
EMAIL MARKETING
WHAT’S COOL ABOUT EMAIL?         NOT COOL:      One of the oldest   online marketing tactics
WHAT’S COOL ABOUT EMAIL?            COOL:67% of global marketers rated  email the most successful   digital marketing tact...
COMPELLING REASONS TO EMAILEmail is the top revenue generator for manycompanies (even above social media)Email gives some ...
ANATOMY OF SUCCESSFUL EMAIL        A Big Email List         Lots Opened         Lots Clicked              $$$
GUIDE TO EMAIL MARKETINGMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   LEARN AND   ...
STEP 1: USE YOUR              EDITORIAL CALENDARMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     ...
REMEMBER THIS?
FLESH OUT THE DETAILSPlan for:• How often will you say it?• Unless you’re big, don’t publicize  schedule• What day of the ...
STEP 2: CREATE A LIST OF               RECIPIENTSMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG    ...
EMAIL YOUR PEEPS•   Outlook contacts•   Board of directors•   Volunteers•   Sponsors•   Exhibitors•   Past purchasers•   E...
EMAIL SIGNUPS ON EVERY PAGE
GET ADDRESSES ONGOINGOnline  • On every webpage  • When people share an event photo  • When they complete an online form  ...
STEP 3: WRITE THE MESSAGEMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   LEARN AND  ...
WRITE THE MESSAGEUse ideas from your brainstorming/calendarConsider a “pyramid” approach  •   One main story  •   Two smal...
EMAIL ARTICLES: THE FORMULAHeadlineImageText (short, with links)Call to action  •   Consider “Click here to enter now!”
WHAT WILL WE SAY? Don’t tell the whole story.      Goal: CLICKS!
STEP 4: INCLUDE GOOD IMAGERYMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   LEARN AN...
WHAT MAKES A GOOD IMAGE?  The best email images are the ones that            make people click!Use zoom/croppingUse photos...
STEP 5: USE A STRONG SUBJECT             LINEMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRA...
STEP 5: USE A STRONG SUBJECT             LINE      Good content and images         lead to CLICKS…       But a good subjec...
WHAT MAKES A GOOD SUBJECT          LINE?Include something recognizableUse action wordsNot too spammy50 characters or less ...
STEP 6: TRACK THE                    PERFORMANCEMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     ...
TRACK THE PERFORMANCE           Kendra’s Law:If you’re not measuring marketing,        you’re not marketing!
WHAT TO TRACKPer email•   Open rate•   Click-through rate (CTR)•   Response rate – web visits, revenueOver time•   House f...
SAMPLE OPEN RATESVaries by client• 9-15% on low end• 30-35% on high endWho has the highest open rate?•   Good subject line...
SAMPLE CLICK RATESNot as much variance• Around 10-20%Depends on call to action, so use action words  •   Get More Info!  •...
STEP 7: LEARN AND REPEATMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   LEARN AND   ...
Specific Online Marketing Ideas
DEEP THOUGHT…       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•...
MAKE PEOPLE FEEL LIKE INSIDERS  •   Be the first to know about X via social      media!  •   See behind-the-scenes looks a...
MULTIMEDIA• Photo contests on website and Facebook• Caption that photo• Funny video upload           Photos and video are ...
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 =       ...
CONTESTS WITH PUBLICITY BONUS Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; ...
SATURDAY @ 9 a.m.   Hands-On Lab: Real-Time Marketing  From Your Event
TO REVIEWCreate an editorial calendarGet your website up to snuffGet on getting a mobile websitePrioritize email, especial...
FAIRS EVERYWHERE
FAIRS EVERYWHERE                   1.       2.
FAIRS EVERYWHERE
FAIRS EVERYWHERE
BULLS EYELeave us your business card, and we’ll send:• These slides• The Editorial Calendar template• A free subscription ...
Real-Time Online Marketing-WSFA
Real-Time Online Marketing-WSFA
Real-Time Online Marketing-WSFA
Real-Time Online Marketing-WSFA
Real-Time Online Marketing-WSFA
Real-Time Online Marketing-WSFA
Upcoming SlideShare
Loading in...5
×

Real-Time Online Marketing-WSFA

688

Published on

This presentation helps fairs determine an online marketing game plan with an editorial calendar, improve their websites, analyze their statistics, prioritize social media including Facebook and Twitter, learn about the latest trends, maximize mobile and make money with email marketing. It also gives specific online marketing ideas.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
688
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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.
  • 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.
  • It’s awesome. We love it. And everyone is so happy.Now how do we look approximately 9 days (ok, a couple years) later, when it looks dated, hard to maintain and isn’t doing much for you?
  • 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.
  • http://www.inc.com/guides/201103/how-to-create-an-effective-company-facebook-page.html
  • Troy, I had to unfollow Saffire Events so we can show these people how to do a follow. 
  • Since we do the Amador website, we’re the perfect people to supply these graphics, so we’re going to add a heading now; it’s basically a background for the top part of the page.
  • Looks pretty snazzy, doesn’t it, Troy?
  • Don’t follow too many until you have tweeted and have a branded page!
  • Troy, do any of these look legit, like you’d want to follow them?
  • 1.    Share your Blog postsDoes your company blog? Why not take the time to share that wonderful content with your audience on Social Media? Sharing your blog posts with your Facebook and Twitter followers will not only help you engage with them, but it will also increase web traffic to your blog. If you increase this traffic you can then convert them into paying customers.2.   QuestionsAsk a question on Twitter, LinkedIn, Quora or Facebook and then share the answers you get. Create thought provoking and engaging questions based upon your area of expertise or industry that will produce great responses. Then share those answers with everyone on your company’s page. You can generate great feedback and start interesting discussions.3.   Highlight Customer Stories and TestimonialsLet your customers do the marketing for you! Share the stories and experiences that your customers have had with your company for all to see. This will show your company from different perspectives and show others what they can expect when doing business with you.4.   Local ActivitiesA great way to get people involved with your business and the community is to let them know about the things that are happening locally. Keeping your fans engaged with what’s going on in the community will not only look good for you but when they tell others where they heard about the event, they will be reminded of your company and that they heard it from you first! A good way to do this is to run a contest and give away something relevant to your community.5.   Fill in the BlankThis is a great way to get some conversations started. By creating fill in the blanks, you are setting yourself up for some interesting responses. These types of comments/ posts really get people to participate because when people see them they just can’t help themselves and feel the need to chime in with their two cents.6.   Organize a contestCreate a Contest that is both engaging and simple, but make sure that the prize is enticing as well! Simplicity goes very far when it comes to online contests. The fact of the matter is that people want to enter to win something for free, but are more reluctant to do so when they have to give out their information in fear of being spammed and contacted for services or products that they don’t need or want. Therefore use contests to create more visibility for your company and attract more followers and fans rather than trying to sell them something!7.    Top 10 ListsCreate top ten lists for different topics related to your industry. This is a great way to give your professional opinion on what you think is more important along with creating some discussion and engagement. Top ten lists usually draw a lot more attention because they are easier to read and people like to see how things rank in a list. This is why whenever you can create a list about a specific topic, you should. It’s also great for SEO (Search Engine Optimization)!8.   How-to VideosShow a video on how to do something specific that’s related to your business or industry. By making a step-by-step video, you not only improve SEO, but you’re also helping your online credibility. Just make sure that you pick something that you are an expert in and make sure it is done right. No one likes watching a how to video and not being able to do what it is you set out to show him or her. Since video is very popular on the Internet, it makes sense to be one step ahead of the competition and take the time to film out exactly what you are trying to show them.9.   Post Funny Photos or SayingsPeople love to laugh, so if you have something funny to say or something funny to show, then share it! Just make sure it’s appropriate for your audience and doesn’t pull in politics or religion. You don’t want to lose credibility for something you thought was funny but offended your audience.10.  Customer ContentDon’t put the entire burden on your own shoulders all the time. Let your customers and clients do the work for you! Allow them to upload and share their content with their friends and followers. Make sure that you respond accordingly to any negative content that may arise! Encourage your audience and provide them a place where they can share their content, to get all around engagement! Just be sure that it doesn’t turn off topic or become spammy.Leave us a comment below and let us know what has worked for you! We’re always curious to learn about what strategies work for particular businesses! You can leave a response, or trackback from your own site.
  • 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
  • Schedule up to 10 posts for each account you set up for FREEFacebook, Twitter, LinkedIn“GO AWESOME” and for $10 a month, you can schedule up to 100 posts per account
  • Different for weekends and weekdays
  • 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
  • You can see it’s not, just by the numbers of accounts and messages sent every day!
  • But first, let’s talk in general about how to do email marketing. Here are some things we think are keys to success.We’re going to go through each of them and give you recommendations about how to do them successfully.
  • The first step is to have a game plan.
  • 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.
  • Here are some questions to ask yourself. Don’t worry, we’ll go through the answers.
  • 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)
  • If your website is interactive, you should give people the chance to self-identify every time they interact with your site. Then think of the other places you interact with potential customers, and start capturing them there too.
  • 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!
  • 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.
  • 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!
  • Research on what makes people click online images shows that the least likely photos to attract info are ones where there are no people, better are ones with people not looking at the camera, but the best are ones with people looking at the camera. Why? They ENGAGE! Try it!Early in my career, I was a writer, so it’s very dismaying to me that I work on a medium where people don’t read. But I work it by having short, punchy copy and lots of pictures.
  • 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?
  • There is so much to learn from looking at your statistics.
  • Real-Time Online Marketing-WSFA

    1. 1. INCREASING BUCKS & BUTTS:EXPONENTIALLY GROW EVENT REVENUE WITH ONLINE MARKETING KENDRA WRIGHT AARON PEDERSON
    2. 2. MOST IMPORTANT LESSON
    3. 3. SIT BACK AND RELAX.Give us your business card at the end of thepresentation, and we’ll send you our slides.We’ll also enter you to win the a big TVwe’re giving at the tradeshow.Come by our booth, and you can enter againfor the TV!
    4. 4. 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?
    5. 5. RODEO HOUSTON STATISTICS“How did you hear about the event?”Newspaper – 2%Rodeo Advertising – 4%Radio – 9%TV – 10%Website – 46%
    6. 6. INTERNET WINS POPULARITY CONTEST
    7. 7. MOBILE IS GOING TO WIN TOO Source: Morgan Stanley Research
    8. 8. ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
    9. 9. PRESENTERS Kendra Wright Aaron Pederson President Technical Director• First job managing events • Leads a team of highly- for non-profit skilled programmers• Began building websites in 1995 for Fortune 1000 • Finds the perfect technology company for the job• Started own company in • A different breed of techie – 1998 speaks English!• Brings big-company experience to the event industry
    10. 10. HISTORY
    11. 11. SAFFIRE CLIENTS
    12. 12. SAFFIRE ASSOCIATION PARTNERS
    13. 13. PALAMINO FEST
    14. 14. Our goal is to elevate the event industry by enhancing its most important virtual front door – its online presence.
    15. 15. OUR AGENDAYour game plan for when you get homePrioritize how to make your website betterStatistics to watch and what to do with the infoHow to prioritize social mediaTips and trends for marketing on FacebookWhat to do about TwitterThe latest trends and what to do about themMaximize your mobile presenceHow to make more money with emailTools to market your event from your event groundsSpecific online marketing ideas
    16. 16. MAKE A GAME PLAN
    17. 17. WHAT WILL YOU SAY? 1. determine your target audiences
    18. 18. WHAT WILL YOU SAY?2. get your team together -make sure to include all audiences
    19. 19. WHAT WILL YOU SAY?3. brainstorm all the reasons people come to your event
    20. 20. WHAT WILL YOU SAY? 4. come up with topics for all these reasons
    21. 21. WHAT WILL YOU SAY?Two things to tell people: 1. What we want them to hear 2. What people want to hear
    22. 22. 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
    23. 23. WHERE WILL YOU SAY IT?WebsiteMobileEmailFacebookTwitterYouTubePinterestBlogFlickr
    24. 24. CREATE AN EDITORIAL CALENDAR
    25. 25. YOUR WEBSITE
    26. 26. YOUR WEBSITE… YOUR PARTY
    27. 27. WHY???It’s a medium we aren’t 100% comfortablewithWe don’t know where to startThings are changing so fast…It looked good a couple years ago!
    28. 28. HOW DO YOU MANAGE YOUR SITE?
    29. 29. YOUR WEB GUY
    30. 30. THE GOAL To be the most successful and to maintain your sanity, you must be able tomarket your event on your website in real time.
    31. 31. THE REALITY98% of anonymous online prospects enter a website looking for something… yet still leave anonymous
    32. 32. 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.
    33. 33. MAKE IT FUNUse photos to tell your story.Give people features to click.
    34. 34. BONUS POINTSSchedule the most important things aheadof time• Homepage features• Any messages you know you’ll want to promote• Email messages (stay tuned!)
    35. 35. Besides your homepage, where do people go on your website? (do you know?)
    36. 36. MAKE EVENT PAGES INTERACTIVE
    37. 37. MAKE EVENT PAGES INTERACTIVE
    38. 38. MAKE EVENT PAGES INTERACTIVE
    39. 39. MAXIMIZE SOCIAL MEDIAFacebook or Tweet your ENTIRE EVENT
    40. 40. MAXIMIZE SOCIAL MEDIAFacebook or Tweet an EVENT FEATURE
    41. 41. MAXIMIZE SOCIAL MEDIAFacebook or Tweet a PHOTO of an event feature
    42. 42. WHY DO ECOMMERCE?
    43. 43. ECOMMERCE=INSURANCE POLICY
    44. 44. ECOMMERCE=INCREMENTAL REVENUE
    45. 45. 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
    46. 46. SELL MORE NOWMake your tickets easy to find.Have minimum clicks to get to the shopping cart.Integrate the design of your website with thedesign of your cart so that the “look” doesn’tchange at the buying moment.
    47. 47. ANALYTICS
    48. 48. GOOGLE ANALYTICS
    49. 49. GOOGLE ANALYTICS
    50. 50. 4 IMPORTANT THINGS TO WATCH • Low visits? site Improve SEO or online marketing visits of your site
    51. 51. 4 IMPORTANT THINGS TO WATCH bounce • High bounce rate? Improve your rate homepage
    52. 52. 4 IMPORTANT THINGS TO WATCH actions/ • Not enough action? Make your website conversion more compelling rate (good rate: 2%)
    53. 53. OTHER PARTIES TO ATTEND time • Low time? Add interactivity andon site other “stickiness”
    54. 54. OTHER PARTIES TO ATTEND
    55. 55. FACEBOOK
    56. 56. FACEBOOK901 million monthly active usersOne in every seven humans on earth is anactive Facebook userThe most important way to spend yoursocial networking energyFacebook trends to know• People use it on mobile• People use it for photo sharing
    57. 57. FACEBOOK COVER PHOTO Be 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’s activities. You can’t put links on your cover photo.
    58. 58. FACEBOOK PROFILE PICTURE Don’t forget the profile picture! It will appear “solo” throughout Facebook; it needs to be able to stand alone and represent your brand.
    59. 59. FACEBOOK MILESTONES Facebook’s timeline automatically creates a history of your event. Call out important photos and events by clicking the star on a post to expand the photo to a widescreen view. You can even pin content so it will remain the top post for 7 days.
    60. 60. COOL FACEBOOKCOVERS/PROFILES
    61. 61. COOL FACEBOOKCOVERS/PROFILES
    62. 62. COOL FACEBOOK COVER PHOTOS
    63. 63. TAGGING IN FACEBOOKTake pictures of the crowd at concerts, postthem and encourage them to tag themselves Your photo appears in their Facebook feed!
    64. 64. TWITTER
    65. 65. POLLHow many of you have a Twitter account for your event?How many of you have a personal Twitter account?
    66. 66. TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter everyday
    67. 67. 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.
    68. 68. STEP 1: SET UP TWITTERNo more than 15 characters in UsernameExample: Amador County Fair • Too many characters: @AmadorCountyFair • Use: @AmadorFair • Use your real business name so search engines & customers can find you Include your state in your username if you need to differentiate yourself!
    69. 69. SET UP PERSONAL ACCOUNT TOOIt’s a good place to “practice”But be careful! • KitchenAid debate disasterFollow different people on personal vs.business, so it’s obvious what account
    70. 70. AmadorFair
    71. 71. WHO TO FOLLOW IN SET UPWhen you set up your account, just followthe minimum - Industry associations &businesses • IAFE @IAFE • IFEA @IFEAworld • State/regional organization • Saffire Events @SaffireEvents
    72. 72. STEP 2: CUSTOMIZE YOUR PAGEEdit Profile • Add a photo (logo) o Get 10x more followers • Add a bio (mission – make it fun) o Get 8x more followersCustomize your design • Use your website background
    73. 73. NEW! ADD A HEADERMake a file that is1200 x 600It will be a background behind:• Twitter name• Bio• Location• URLJust another way to convey your brandUpload it to Profile/Design
    74. 74. Amador header
    75. 75. STEP 3: DO A FEW RETWEETSRetweet people you follow • Look through your timeline • At first, this is just to get your feet wet • Give people a taste of what’s to come
    76. 76. STEP 4: FOLLOW SOME PEOPLE Events similar to yours Big events People involved in your event Local businesses Just for fun Don’t follow too many until you have tweeted and have a branded page!
    77. 77. PEOPLE INVOLVED IN YOUR EVENT Sponsors Vendors Entertainers Volunteers Exhibitors Board members Follow people on a Tuesday morning; there may be better chance they’ll follow you back.
    78. 78. LOCAL BUSINESSESLocal businesses • Amador (county) • Plymouth (city)Local press Pilfer from those we are following & our followers!
    79. 79. FINDING MORE PEOPLE TO FOLLOWWho to follow – View All (based on interests)Find friends – if you have: • Gmail • Yahoo • Hotmail • AOLPeople you may know (who your friendsfollow)
    80. 80. STEP 5: WRITE SOME TWEETSIt’s a chicken and the egg: people don’tfollow people without tweets, but you’ll getbetter bang for buck once you have morefollowersTweet what you think will be helpful to yourtarget audience • Don’t be too self-serving
    81. 81. “ADVANCED” TWITTER MANEUVERS Deleting tweets Favorites (from Profile page) Replying to tweets • People can track “conversation” Lists • Create public or private • Subscribe to others
    82. 82. WHAT TO POSTWebsite changes/blog posts/email articlesTestimonialsPhotos/Videos“Insider info”News of weird/human interest storiesContestsQuestions
    83. 83. SPECIFIC IDEASSend opening day congrats to other fairsJudiciously promote big sponsors for retweetSame with vendors and entertainersPost thanks to people/groups; they’ll repost
    84. 84. 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. Use: www.bufferapp.com or www.hootsuite.com to schedule social media in advance.
    85. 85. WHAT IS THIS? #
    86. 86. THE ART OF THE HASHTAG A hashtag is how Twitter users organize themselves. People start including a hashtag when tweeting about a topic.It becomes easier to find that topic in search.It is more likely to appear in Twitter’s Trending Topics.
    87. 87. ENSURE ADOPTION OF A HASHTAG You cant!
    88. 88. WHAT YOU CAN DOPOST it – relevant places on yourwebsite/blogPRINT it – eventmaterials, signage, scoreboards, etc.PUBLICIZE it – Twitter feed, regularly andconsistently Make it easy and enticing for customers to find, adopt and promote hashtags.
    89. 89. AN OLYMPIC EXAMPLEHashtags preferred by Olympics:#London2012 #Olympics #GoUSAHashtag used:
    90. 90. SAFFIRE’S HASHTAG ADDENDUM Many also use hashtags to add something parenthetical/funny at the end of a tweet
    91. 91. JIMMY FALLON EXAMPLEJimmy Fallon tweets out a hashtag, andpeople tweet funny responses#FactCheck
    92. 92. STEP 7: MANAGE YOUR TWEETS
    93. 93. TAKE IT A STEP FURTHER
    94. 94. STEP 8: GO ABOUT YOUR DAYInstall Firefox extension • While you are online reading articles, don’t just post them; highlight text and click Buffer icon at bottom right to tweet
    95. 95. EVEN WHEN YOU’RE MOBILE
    96. 96. STEP 9: TWEET ABOUT YOUR PEOPLENow you follow “your people”You may have even retweeted some of themNow start writing original tweets about them • Be ruthless: Keep track of how many followers THEY have, and tweet about those who have the most followers – include @ (Twitter name)! e.g., @saffireevents • Your goal, especially while you don’t have many followers, is to get retweeted. So think like people you tweet about. Hint: People tend to retweet when you say nice things about them.
    97. 97. TWITONOMY
    98. 98. STEP 10: TWEAK & REPEATCheck BufferApp or Twitonomy analytics.Write down topics that had the most reach. • Do more of those.Write down topics that had the least reach. • Do less of those.
    99. 99. TARGETING TRENDS
    100. 100. what is the fastest growing website of all time?
    101. 101. 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!Not your highest priority, but do it! It’s fun!
    102. 102. PINTEREST
    103. 103. PINTEREST
    104. 104. 50% of all web content is…
    105. 105. 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.
    106. 106. 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
    107. 107. INSTAGRAMMainly for mobileKnown for image “doctoring”Trends younger
    108. 108. 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.
    109. 109. A QUICK REVIEWGet a game plan!Prioritize your websiteImprove it using Kendra’s platonic “crush”Then prioritize Facebook & TwitterStart dabbling in the trends
    110. 110. NEXT UPMake it mobileIncrease revenue with emailMarket from your fairgroundsSpecific marketing ideas
    111. 111. MAKING IT MOBILE
    112. 112. MOBILE
    113. 113. APP OR MOBILE SITE? 0% BlackBerry 24% Android 46% Apple iPhone 30%
    114. 114. APP OR MOBILE SITE?
    115. 115. 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.
    116. 116. THE PERFECT STORM
    117. 117. WHAT LEADS TO MOBILE PURCHASE?
    118. 118. WHAT TO MAKE MOBILEAs much as you can!A couple years ago, with Saffire, we debatedhow much to charge for mobile. • Answer? Zero! Because everyone needs it!Then we debated what info to duplicate fromthe desktop site. • Answer? Everything! Because the bar is only getting higher for mobile!
    119. 119. MULTI-SCREEN MARKETING
    120. 120. MULTI-SCREEN MARKETING
    121. 121. MAXIMIZE THE SOFAReally Old DaysWe marketed to people on their sofasNewspapers, TV, magazinesFairly Old DaysWe relied on inertia!We had to get people from their sofa to theircomputers to market to them online.This was HARD!NowWe can market to people on their sofa.Take advantage of this marketing location!
    122. 122. MOBILE CONTENT MANAGEMENTUpdate your content in real time.
    123. 123. MOBILE CONTENT MANAGEMENTManage information about your events.
    124. 124. MOBILE CONTENT MANAGEMENTEdit a quick homepage message.
    125. 125. EMAIL MARKETING
    126. 126. WHAT’S COOL ABOUT EMAIL? NOT COOL: One of the oldest online marketing tactics
    127. 127. WHAT’S COOL ABOUT EMAIL? COOL:67% of global marketers rated email the most successful digital marketing tactic Source: CMO Council, May 2012
    128. 128. COMPELLING REASONS TO EMAILEmail is the top revenue generator for manycompanies (even above social media)Email gives some of the fastestresults, often within 24 hoursEmail is the most cost-effective marketingtool
    129. 129. ANATOMY OF SUCCESSFUL EMAIL A Big Email List Lots Opened Lots Clicked $$$
    130. 130. GUIDE TO EMAIL MARKETINGMAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
    131. 131. STEP 1: USE YOUR EDITORIAL CALENDARMAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
    132. 132. REMEMBER THIS?
    133. 133. FLESH OUT THE DETAILSPlan for:• How often will you say it?• Unless you’re big, don’t publicize schedule• What day of the week will you say it? o Tuesday (try Wednesday or Friday for fun!)• What time of day will you send it? o Mid-morning
    134. 134. STEP 2: CREATE A LIST OF RECIPIENTSMAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
    135. 135. EMAIL YOUR PEEPS• Outlook contacts• Board of directors• Volunteers• Sponsors• Exhibitors• Past purchasers• Etc.
    136. 136. EMAIL SIGNUPS ON EVERY PAGE
    137. 137. GET ADDRESSES ONGOINGOnline • On every webpage • When people share an event photo • When they complete an online form • On Facebook, offer Like and email signup • On Twitter, promote by teasing pending campaignOffline • Door prize or signup at events • Any time they purchase something
    138. 138. STEP 3: WRITE THE MESSAGEMAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
    139. 139. WRITE THE MESSAGEUse ideas from your brainstorming/calendarConsider a “pyramid” approach • One main story • Two smaller features • Then you can test one against others
    140. 140. EMAIL ARTICLES: THE FORMULAHeadlineImageText (short, with links)Call to action • Consider “Click here to enter now!”
    141. 141. WHAT WILL WE SAY? Don’t tell the whole story. Goal: CLICKS!
    142. 142. STEP 4: INCLUDE GOOD IMAGERYMAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
    143. 143. WHAT MAKES A GOOD IMAGE? The best email images are the ones that make people click!Use zoom/croppingUse photos of people looking at the camera
    144. 144. STEP 5: USE A STRONG SUBJECT LINEMAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
    145. 145. STEP 5: USE A STRONG SUBJECT LINE Good content and images lead to CLICKS… But a good subject line (sent at right time) leads to OPENS!
    146. 146. 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 #
    147. 147. STEP 6: TRACK THE PERFORMANCEMAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
    148. 148. TRACK THE PERFORMANCE Kendra’s Law:If you’re not measuring marketing, you’re not marketing!
    149. 149. WHAT TO TRACKPer email• Open rate• Click-through rate (CTR)• Response rate – web visits, revenueOver time• House file size• Churn (percentage who leave your list)• Cost/email• Revenue/email
    150. 150. 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)
    151. 151. SAMPLE CLICK RATESNot as much variance• Around 10-20%Depends on call to action, so use action words • Get More Info! • Sign Up! • Buy Now! • More Photos!Again, don’t tell the whole story!
    152. 152. STEP 7: LEARN AND REPEATMAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
    153. 153. Specific Online Marketing Ideas
    154. 154. DEEP THOUGHT… Ask questions that get peopleto talk about themselves in relation to your event
    155. 155. 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 YOUR AUDIENCE would want to click!
    156. 156. 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.
    157. 157. 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!
    158. 158. GET PEOPLE TALKINGShow live tweets on concert side screensHave a vote or quiz • Answer on text, app, QR code, etc.
    159. 159. 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
    160. 160. CONTESTS WITH PUBLICITY BONUS Do giveaways with charitable tie-in Allow groups to get $ for their orgs for advance sales; host trip for winners
    161. 161. SATURDAY @ 9 a.m. Hands-On Lab: Real-Time Marketing From Your Event
    162. 162. TO REVIEWCreate an editorial calendarGet your website up to snuffGet on getting a mobile websitePrioritize email, especially during your eventIn this order, focus on this social media • Facebook, Twitter, YouTube, Pinterest/Instag ramImprove your tracking
    163. 163. FAIRS EVERYWHERE
    164. 164. FAIRS EVERYWHERE 1. 2.
    165. 165. FAIRS EVERYWHERE
    166. 166. FAIRS EVERYWHERE
    167. 167. BULLS EYELeave us your business card, and we’ll send:• These slides• The Editorial Calendar template• A free subscription to The Dirt• Follow us on Facebook (SaffireEvent) and Twitter (@saffireevents)• Ongoing webinars
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×