Real time online marketing-cafsPresentation Transcript
INCREASING BUCKS & BUTTS:REAL-TIME, ONLINE MARKETING CASSIE ROBERTS
SIT BACK AND RELAX.Give me your business card at the end ofthe presentation, and we’ll send you ourslides.
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?
PRESENTERSCassie RobertsManager, 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 ASSOCIATION PARTNERS
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 emailTools 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
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
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?
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.
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”
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!
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.
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.
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
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!
WHAT YOU CAN DOPOST it – relevant places on yourwebsite/blogPRINT it – eventmaterials, signage, scoreboards, etc. It is it – Twittereasy and enticing for andPUBLICIZE vital to make adopt and promote hashtags. it feed, regularly your customers to find,consistently
AN OLYMPIC EXAMPLEHashtags preferred by Olympics:#London2012 #Olympics #GoUSAHashtag used:
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
WHAT LEADS TO MOBILE PURCHASE?
MOBILE CONTENT MANAGEMENTUpdate your content in real time!
MOBILE CONTENT MANAGEMENTManage information about your events
MOBILE CONTENT MANAGEMENTEdit a quick homepage message
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.
REAL-TIME MARKETING TOOLS
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
GETTING RETWEETSJudiciously promote big sponsors for retweetSame with vendors and entertainersPost thanks to people/groups; they’ll repost
BULLS EYELeave your business card, and I’ll send:• These slides• The Editorial Calendar template• A free subscription to The Dirt