Secret Sauce of Advance Revenue TES

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  • 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.

Transcript

  • 1. The Secret Sauce ofAdvance Event Revenue Jarrod Metzgar Kendra Wright
  • 2. PRESENTERS Jarrod Metzgar Kendra Wright Heart O’ Texas Fair Saffire Events• Serves as Vice President, Fair • First job managing events Division for non-profit• Oversees every part of fair • Began building websites in management, from booking 1995 for Fortune 1000 attractions to overseeing the company grounds layout • Started own company in 1998
  • 3. HISTORY
  • 4. SAFFIRE CLIENTS
  • 5. SAFFIRE CLIENTS
  • 6. SAFFIRE ASSOCIATION PARTNERS
  • 7. PALAMINO FEST
  • 8. WHY DOES SAFFIRE CARE?
  • 9. WHY DOES SAFFIRE CARE?We like money!
  • 10. AGENDA1. What the advance sale program is and how it started2. The 6 secret sauce elements3. How you can “start small”
  • 11. HOW DID IT START?– Originally gave prize of a trip to top volunteer salesperson– Discovered that Chamber better rewarded volunteers– Turning point was awarding trips to a much higher number of volunteers
  • 12. WHAT IS IT?– Volunteers sell advance tickets and more– Top salespeople are rewarded with a trip
  • 13. SECRET SAUCE ELEMENT #1
  • 14. #1: THE ITEMS FOR SALE– Important to give enough choices but not too many– Biggest sales items are: • General admission to fair • General admission to secondary event • Family fun packs • Sponsorship packages • Calf scramble packages • Meet and greet with performers
  • 15. SECRET SAUCE ELEMENT #2
  • 16. #2: THE INFRASTRUCTURE Chairman Each team has Vice 12-18 members. ChairmanDivision Division Division Division DivisionLeader 1 Leader 2 Leader 3 Leader 4 Leader 5 Team 1 Team 1 Team 1 Team 1 Team 1 Team 2 Team 2 Team 2 Team 2 Team 2 Team 3 Team 3 Team 3 Team 3 Team 3 Team 4 Team 4 Team 4 Team 4 Team 4
  • 17. #2: THE INFRASTRUCTURE• Setting goals – Set total goal amount – let’s say $100k – Division leader goal is $20k (1/5th total goal) – Team goal is $5k (1/4 total division goal)
  • 18. #2: THE INFRASTRUCTURE– How infrastructure is set• Fair chooses campaign chair and vice chair – Chair and vice chair is one-year commitment• Campaign chair and vice chair choose 5 division leaders – Division leaders are two-year commitments
  • 19. #2: THE INFRASTRUCTURE– Team captains are chosen based on sales– Captains: • Keep one member • Draft 4 • The rest are randomly chosen by fair– If there is an opening for division leader, team leaders move up based on sales
  • 20. #2: THE INFRASTRUCTURE– Materials include: • Committeeman guide and structure – Letter from fair and chairman – Campaign leadership – Campaign goals – Meeting dates and times – Order form – Details about items for sale – Sponsor list (do not contact) – Volunteer sales list (with volunteer contact) – Frequently Asked Questions – Selling incentives
  • 21. #2: THE INFRASTRUCTURE– Materials include:• Leave-behind materials – Sales materials – Business cards – A few other things
  • 22. SECRET SAUCE ELEMENT #3
  • 23. #3: THE KICK-OFF PARTY– 4 months before event– Invite current volunteers and a guest– Sponsor involvement • Held at sponsor location • Sponsor can do additional promo • Sponsor provides meal • Bar with beer • Drawing among attendees
  • 24. #3: THE KICK-OFF PARTY– Chairman (and HOT Fair) go over program details– Disseminate sales materials • Sales packet • Business cards • Leave behinds
  • 25. #3: THE KICK-OFF PARTY
  • 26. SECRET SAUCE ELEMENT #4
  • 27. #4: ONGOING COMMUNICATIONS– Meetings every two weeks• Communicate anything new – Division leaders speak• Volunteers turn in money• Reward people for hitting sales levels• Sponsors involved in these too• Keeps people energized– Mega ongoing emails!
  • 28. #4: ONGOING COMMUNICATIONS
  • 29. #4: ONGOING COMMUNICATIONS
  • 30. #4: ONGOING COMMUNICATIONS
  • 31. SECRET SAUCE ELEMENT #5
  • 32. #5: THE INCENTIVES• Set the “payback %” as 20%• Gambled at first that not everyone would get trip• Leadership picks destination from in- budget options• Previous trips were cruise, Jamaica, Mexico
  • 33. #5: THE INCENTIVES• Trip benefits: – Volunteers get to know each other and fair staff better – They are more efficient volunteers at the fair – They almost become extended “fair staff”
  • 34. #5: THE INCENTIVES• Who gets a trip: – Chairman and vice chair (for two) – Division leaders (for one) – If division leaders reach goal, they can get extra trip and 2% incentive – If team leaders reach goal, they get one trip and 2% incentive – There are also levels where you can get merchandise and cash – Individuals must raise $5,400 for trip for one or $6,600 for trip for two
  • 35. SECRET SAUCE ELEMENT #6
  • 36. #6: THE TRACKINGAt first, all tracking was in Excel• Manually entered in all orders by team• Calculated rewards• Time-consuming as program grew
  • 37. TRACKING WITH EXCEL
  • 38. THEN SWITCHED TO TRACKING SOFTWARE Now teamed with a developer to build tracking software o Still enter orders, but it calculates what is sold and if they get trip o Figures division and team totals, as well as incentives
  • 39. STARTING SMALL• Determine what is most important to sell – For most, this is gate admissions – Consider packages (e.g., family fun pack)• Develop a way to track revenue and reward volunteers• Find a volunteer to rally troops for the program – Set up a small leadership committee• Make sure you have a way to fulfill tickets
  • 40. THANK YOU Questions?• Leave your business card, and we will send: – This presentation – Original spreadsheet – Marketing materials – Free subscription to The Dirt for online marketing tips – Invitation to upcoming Saffire educational webinars