EXPONENTIALLY GROW REVENUE  WITH ONLINE MARKETING       KENDRA WRIGHT       CASSIE ROBERTS
YOU DON’T HAVE TO TAKE NOTES• Give us your business card at the end of the  presentation.  – We’ll send you our slides.  –...
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                    Cassie Roberts           President                 Manager, Sales & Partn...
HISTORY
SAFFIRE CLIENTS
SAFFIRE CLIENTS
SAFFIRE ASSOCIATION PARTNERS
PALAMINO FEST
Our goal is to elevate the event industryby enhancing its most important virtual   front door – its online presence.
LET’S TAKE A VOTE•   How to prioritize SOCIAL MEDIA•   Tips and trends for marketing on FACEBOOK•   What to do about TWITT...
YOUR SOCIAL MEDIA PRIORITIES• Spend 70% of your time on Facebook• Use an app that tweets when you post on Facebook (adding...
WHAT TO SHARE & WHEREWhat to Share      WhereShort blurbs       Facebook, TwitterLonger stories     Facebook (and/or link ...
FACEBOOK
FACEBOOK• Your top social media priority• 901 million monthly active users• One in every seven humans on earth is an  acti...
FACEBOOK COVER PHOTO• Be creative! Use this space to make big announcements,  i.e. event dates and upcoming performers.• C...
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  photos and ...
COOL FACEBOOK COVERS/PROFILES
COOL FACEBOOK COVERS/PROFILES
TAGGING IN FACEBOOK• Take pictures of the crowd at concerts,  post them and encourage them to tag  themselves         Your...
TWITTER
TWITTERYour 2nd priority for social media• 530 million accounts• 340 million tweets a day• 1 million accounts added  to Tw...
WHY TWEET?• Twitter is best for up-to-the minute  important news and cultural happenings.• Ramp up your publishing frequen...
THE ART OF THE HASHTAGA hashtag (#) is how Twitter users organize themselves.People start including a hashtag when tweetin...
ENSURE ADOPTION OF A HASHTAG         You can’t!
WHAT YOU CAN DOPOST it – relevant places on yourwebsite/blogPRINT it – event materials, signage,scoreboards, etc.PUBLICIZE...
MANAGE YOUR TWEETS
TAKE IT A STEP FURTHER
GO ABOUT YOUR DAY• Install Firefox extension
EVEN WHEN YOU’RE MOBILE
TWITONOMY
TARGETING TRENDS
50% of all web content is…
YOUTUBE           • Customers exposed to videos             are 437% more likely to             engage in your brand.     ...
YOUTUBE• 3rd in your social media  priorities• 4 billion videos/day viewed• 800 million unique users visit  YouTube each m...
What is the fastest growing   website of all time?
PINTERESTPinterest was the first site to get 10million unique visitors in a month.Pin event photos (and more) andinvite yo...
PINTEREST
PINTEREST
INSTAGRAM • Mainly for mobile • Known for image   “doctoring” • Trends younger
TEXT MARKETING• Your customers are texting.• Consider joining the conversation.• Judiciously text deals and special announ...
OTHER PARTIES TO ATTEND
2013: THE YEAR OF THE…        Story!
VISUAL STORYTELLING    A marketing technique that can bring youincreased exposure, better customer engagement         and ...
THE KEY TO SUCCESS Create visual features thattell a story about your event.   Share them everywhere.
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 EMAIL• Email is the top revenue generator for  many companies (even above social  media)• Email give...
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: MAKE A GAME PLANMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   LEARN AND   ...
MAKE A GAME PLANPlan for:• How often will you say it?• Unless you’re big, don’t publicize schedule• What day of the week w...
STEP 2: CREATE A LIST OF RECIPIENTSMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   L...
GATHER YOUR LISTS•   Outlook contacts•   Board of directors•   Volunteers•   Sponsors•   Exhibitors•   Past purchasers•   ...
EMAIL SIGNUPS ON EVERY PAGE
GET ADDRESSES ONGOING• Online   – On every webpage   – When people share an event photo   – When they complete an online f...
EMAIL ARTICLES: THE FORMULA•   Headline•   Image•   Text (short, with links)•   Call to action    – Consider “Click here t...
CONSIDER A PYRAMID                one main                  story                  TEST                 AGAINST           ...
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/cropping• Use photos of pe...
STEP 5: USE A STRONG SUBJECT LINEMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   LEA...
STEP 5: USE A STRONG SUBJECT LINEGood content and images lead to CLICKS…          But a good subject line   (sent at right...
WHAT MAKES A GOOD SUBJECT LINE?•   Include something recognizable•   Use action words•   Not too spammy•   50 characters o...
STEP 6: TRACK THE PERFORMANCEMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   LEARN A...
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!•   S...
STEP 7: LEARN AND REPEATMAKE A GAME   CREATE A LIST   WRITE THE   INCLUDE GOOD   USE A STRONG     TRACK THE   LEARN AND   ...
YOUR WEBSITE
YOUR WEBSITE... YOUR PARTY
WHY???• It’s a medium we aren’t 100%  comfortable with• We don’t know where to start• Things are changing so fast…  It loo...
HOW DO YOU MANAGE YOUR SITE?
YOUR WEB GUY
THE GOAL To be the most successfuland to maintain your sanity,    you must be able to market your event on your    website...
THE REALITY98% of anonymous onlineprospects enter a website looking for something…yet still leave anonymous.
MAKE INFO QUICK TO FIND• Don’t have more than 5-7 links in one place.• Make your information hierarchical.                ...
MAKE IT FUN• Use 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 MEDIA• Facebook or Tweet your ENTIRE EVENT
MAXIMIZE SOCIAL MEDIA• Facebook or Tweet an EVENT FEATURE
MAXIMIZE SOCIAL MEDIA• Facebook or Tweet a PHOTO of an event feature
WHY DO ECOMMERCE?
ECOMMERCE = INSURANCE POLICY
ECOMMERCE = INCREMENTAL REVENUE
DETERMINING PRICE• 80/20 rule  – Approximately 80% of the tickets you sell online will    be redeemed  – Offer 20% discoun...
MAKING IT MOBILE
MOBILE
APP OR MOBILE SITE?                0%   BlackBerry      24%                     Android     Apple            46%    iPhone...
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   LOCAL Search        +  Mobile PURCHASEMOBILE SUCCESS
REAL-TIMEMARKETING TOOLS
YOUR WEBSITE
YOUR WEBSITE
FACEBOOK
TWITTER
PINTEREST
YOUTUBE
ANALYTICS
GOOGLE ANALYTICS
GOOGLE ANALYTICS
4 IMPORTANT THINGS TO WATCH              •Low visits?               Improve SEO orSITE VISITS    online marketing of      ...
4 IMPORTANT THINGS TO WATCH BOUNCE   •High bounce rate?           Improve your  RATE     homepage
4 IMPORTANT THINGS TO WATCH actions/ •Not enough action?           Make your websiteconversion more compelling   rate    (...
ONE MORE THING TO WATCHTIME ON   •Low time?           Add interactivity and  SITE     other “stickiness”
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
PICK YOUR POISON•   Website•   Mobile•   Email•   Facebook•   Twitter•   YouTube•   Pinterest•   Blog•   Flickr
CREATE AN EDITORIAL CALENDAR
SPECIFIC ONLINE MARKETING IDEAS
DEEP THOUGHT...• Ask questions that get people  to 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...
MAKE PEOPLE FEEL LIKE INSIDERS• Be the first to know about X via social  media!• See behind-the-scenes looks at our  event...
MULTIMEDIA• Photo contests on website and Facebook• Caption that photo• Funny video upload• Photos and video are naturally...
GET PEOPLE TALKING• Show live tweets on concert side screens• Have 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 = publicit...
CONTESTS WITH PUBLICITY BONUS• Do giveaways with charitable tie-in• Allow groups to get $ for their orgs for  advance sale...
FAIRS EVERYWHERE
FAIRS EVERYWHERE                   1   2
FAIRS EVERYWHERE
FAIRS EVERYWHERE
TO REVIEW• In this order, focus on this social media       – Facebook, Twitter, YouTube, Pinterest/Instagram•   Prioritize...
CAN’T GET ENOUGH SAFFIRE!   Today 4:15 – Online Marketing for Dummies         (for board members/volunteers)Today 5-6:30 –...
BULLS-EYELeave us your business card, and we’ll send:• These slides• The Editorial Calendar template• A free subscription ...
Exponentially Grow w/ Online Marketing TES
Exponentially Grow w/ Online Marketing TES
Exponentially Grow w/ Online Marketing TES
Exponentially Grow w/ Online Marketing TES
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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.
  • 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.
  • Cassie does website, mobile and social networking.
  • Cassie does website, mobile and social networking.
  • http://www.inc.com/guides/201103/how-to-create-an-effective-company-facebook-page.html
  • 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.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
  • 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.
  • 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.
  • 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!
  • 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.
  • 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.
  • 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!
  • 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.
  • Exponentially Grow w/ Online Marketing TES

    1. 1. EXPONENTIALLY GROW REVENUE WITH ONLINE MARKETING KENDRA WRIGHT CASSIE ROBERTS
    2. 2. YOU DON’T HAVE TO TAKE NOTES• Give us your business card at the end of the presentation. – We’ll send you our slides. – We’ll send you The Dirt free online marketing tips. – We’ll invite you to upcoming educational webinars.• Come to our Hollywood Happy Hour in room 2232 from 5 – 6:30 pm
    3. 3. INTERNET WINS POPULARITY CONTEST
    4. 4. MOBILE IS GOING TO WIN TOO Source: Morgan Stanley Research
    5. 5. ARE YOU FOLLOWING THESE TRENDS? ARE YOUR CUSTOMERS?
    6. 6. PRESENTERS Kendra Wright Cassie Roberts President Manager, Sales & Partnership• First job managing events for • Received BS Public Relations, & non-profit Masters Sport Management, The• Began building websites in 1995 University of Texas for Fortune 1000 company• Started own company in 1998 • Born in Central City, NE• Brings big-company experience • United States Olympic Committee to the event industry • Rodeo Austin
    7. 7. HISTORY
    8. 8. SAFFIRE CLIENTS
    9. 9. SAFFIRE CLIENTS
    10. 10. SAFFIRE ASSOCIATION PARTNERS
    11. 11. PALAMINO FEST
    12. 12. Our goal is to elevate the event industryby enhancing its most important virtual front door – its online presence.
    13. 13. LET’S TAKE A VOTE• How to prioritize SOCIAL MEDIA• Tips and trends for marketing on FACEBOOK• What to do about TWITTER• The latest TRENDS and what to do about them• Prioritize how to make your WEBSITE better• Maximize your MOBILE presence• Important STATISTICS TO WATCH and what to do with the info• How to make more money with EMAIL• Tools to market your event FROM YOUR EVENT GROUNDS• Your GAME PLAN for when you get home• Specific ONLINE MARKETING IDEAS
    14. 14. YOUR SOCIAL MEDIA PRIORITIES• Spend 70% of your time on Facebook• Use an app that tweets when you post on Facebook (adding 10%)• Spend 15% on YouTube• Spend 5% between Pinterest and Instagram (photo sharing)
    15. 15. WHAT TO SHARE & WHEREWhat to Share WhereShort blurbs Facebook, TwitterLonger stories Facebook (and/or link to website or blog)Photos Facebook, Twitter, Pinterest, InstagramVideos Facebook, Twitter, YouTubeContests Facebook, Twitter (website)
    16. 16. FACEBOOK
    17. 17. FACEBOOK• Your top social media priority• 901 million monthly active users• One in every seven humans on earth is an active Facebook user• Facebook trends to know – People use it on mobile – People use it for photo sharing
    18. 18. 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.
    19. 19. 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
    20. 20. 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.
    21. 21. COOL FACEBOOK COVERS/PROFILES
    22. 22. COOL FACEBOOK COVERS/PROFILES
    23. 23. TAGGING IN FACEBOOK• Take pictures of the crowd at concerts, post them and encourage them to tag themselves Your photo appears in their Facebook feed!
    24. 24. TWITTER
    25. 25. TWITTERYour 2nd priority for social media• 530 million accounts• 340 million tweets a day• 1 million accounts added to Twitter every day
    26. 26. WHY TWEET?• Twitter is best for up-to-the minute important news and cultural happenings.• Ramp up your publishing frequency, and make timely content the focus of your Twitter activities in order to satisfy information-hungry users.
    27. 27. THE ART OF THE HASHTAGA hashtag (#) is how Twitter users organize themselves.People start including a hashtag when tweeting about atopic.It becomes easier to find that topic in search.It is more likely to appear in Twitter’s Trending Topics.
    28. 28. ENSURE ADOPTION OF A HASHTAG You can’t!
    29. 29. WHAT YOU CAN DOPOST it – relevant places on yourwebsite/blogPRINT it – event materials, signage,scoreboards, etc.PUBLICIZE it – Twitter feed, regularly andconsistently
    30. 30. MANAGE YOUR TWEETS
    31. 31. TAKE IT A STEP FURTHER
    32. 32. GO ABOUT YOUR DAY• Install Firefox extension
    33. 33. EVEN WHEN YOU’RE MOBILE
    34. 34. TWITONOMY
    35. 35. TARGETING TRENDS
    36. 36. 50% of all web content is…
    37. 37. YOUTUBE • Customers exposed to videos are 437% more likely to engage in your brand. – Engagement = Purchases SAFFIRE RECOMMENDATIONMake your videos raw and not too produced to help customers identify with your brand.
    38. 38. YOUTUBE• 3rd in your social media priorities• 4 billion videos/day viewed• 800 million unique users visit YouTube each month• 44% of YouTube’s users are aged between 12 and 34
    39. 39. What is the fastest growing website of all time?
    40. 40. PINTERESTPinterest was the first site to get 10million unique visitors in a month.Pin event photos (and more) andinvite your customers to follow yourboards!Not your highest priority, but do it!It’s fun!
    41. 41. PINTEREST
    42. 42. PINTEREST
    43. 43. INSTAGRAM • Mainly for mobile • Known for image “doctoring” • Trends younger
    44. 44. TEXT MARKETING• Your customers are texting.• Consider joining the conversation.• Judiciously text deals and special announcements. SAFFIRE RECOMMENDATION Start offering people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
    45. 45. OTHER PARTIES TO ATTEND
    46. 46. 2013: THE YEAR OF THE… Story!
    47. 47. VISUAL STORYTELLING A marketing technique that can bring youincreased exposure, better customer engagement and retention, and more sales.
    48. 48. THE KEY TO SUCCESS Create visual features thattell a story about your event. Share them everywhere.
    49. 49. EMAIL MARKETING
    50. 50. WHAT’S COOL ABOUT EMAIL? NOT COOL: One of the oldest online marketing tactics
    51. 51. WHAT’S COOL ABOUT EMAIL? COOL:67% of global marketers rated email the most successful digital marketing tactic • Source: CMO Council, May 2012
    52. 52. COMPELLING REASONS TO EMAIL• Email is the top revenue generator for many companies (even above social media)• Email gives some of the fastest results, often within 24 hours• Email is the most cost-effective marketing tool
    53. 53. ANATOMY OF SUCCESSFUL EMAIL A Big Email List Lots Opened Lots Clicked $$$
    54. 54. 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
    55. 55. STEP 1: MAKE A GAME PLANMAKE 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
    56. 56. MAKE A GAME PLANPlan 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
    57. 57. 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
    58. 58. GATHER YOUR LISTS• Outlook contacts• Board of directors• Volunteers• Sponsors• Exhibitors• Past purchasers• Etc.
    59. 59. EMAIL SIGNUPS ON EVERY PAGE
    60. 60. GET ADDRESSES ONGOING• Online – 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 campaign• Offline – Door prize or signup at events – Any time they purchase something
    61. 61. EMAIL ARTICLES: THE FORMULA• Headline• Image• Text (short, with links)• Call to action – Consider “Click here to enter now!”
    62. 62. CONSIDER A PYRAMID one main story TEST AGAINST EACH OTHER two smaller two smaller features features
    63. 63. WHAT WILL WE SAY?Don’t tell the whole story. Goal: CLICKS!
    64. 64. 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
    65. 65. WHAT MAKES A GOOD IMAGE?• The best email images are the ones that make people click!• Use zoom/cropping• Use photos of people looking at the camera
    66. 66. 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
    67. 67. STEP 5: USE A STRONG SUBJECT LINEGood content and images lead to CLICKS… But a good subject line (sent at right time) leads to OPENS!
    68. 68. WHAT MAKES A GOOD SUBJECT LINE?• Include something recognizable• Use action words• Not too spammy• 50 characters or less – Turn into Tweet, with 120 characters, # and shortened URL – Turn into Facebook, with 150 characters, graphic and no #
    69. 69. 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
    70. 70. TRACK THE PERFORMANCE Kendra’s Law:If you’re not measuring marketing, you’re not marketing!
    71. 71. 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
    72. 72. 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)
    73. 73. 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!
    74. 74. 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
    75. 75. YOUR WEBSITE
    76. 76. YOUR WEBSITE... YOUR PARTY
    77. 77. WHY???• It’s a medium we aren’t 100% comfortable with• We don’t know where to start• Things are changing so fast… It looked good a couple years ago!
    78. 78. HOW DO YOU MANAGE YOUR SITE?
    79. 79. YOUR WEB GUY
    80. 80. THE GOAL To be the most successfuland to maintain your sanity, you must be able to market your event on your website in real time.
    81. 81. THE REALITY98% of anonymous onlineprospects enter a website looking for something…yet still leave anonymous.
    82. 82. MAKE INFO QUICK TO FIND• Don’t have more than 5-7 links in one place.• Make your information hierarchical. SAFFIRE RECOMMENDATION Use categories and subcategories to organize your event information.
    83. 83. MAKE IT FUN• Use photos to tell your story.• Give people features to click.
    84. 84. Besides your homepage, where do people go on your website? (do you know?)
    85. 85. MAKE EVENT PAGES INTERACTIVE
    86. 86. MAKE EVENT PAGES INTERACTIVE
    87. 87. MAKE EVENT PAGES INTERACTIVE
    88. 88. MAXIMIZE SOCIAL MEDIA• Facebook or Tweet your ENTIRE EVENT
    89. 89. MAXIMIZE SOCIAL MEDIA• Facebook or Tweet an EVENT FEATURE
    90. 90. MAXIMIZE SOCIAL MEDIA• Facebook or Tweet a PHOTO of an event feature
    91. 91. WHY DO ECOMMERCE?
    92. 92. ECOMMERCE = INSURANCE POLICY
    93. 93. ECOMMERCE = INCREMENTAL REVENUE
    94. 94. DETERMINING PRICE• 80/20 rule – Approximately 80% of the tickets you sell online will be redeemed – Offer 20% discount – Come out even• Free shipping or print at home – ESPECIALLY when cheap to ship
    95. 95. MAKING IT MOBILE
    96. 96. MOBILE
    97. 97. APP OR MOBILE SITE? 0% BlackBerry 24% Android Apple 46% iPhone 30%
    98. 98. APP OR MOBILE SITE?
    99. 99. 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.
    100. 100. THE PERFECT STORM LOCAL Search + Mobile PURCHASEMOBILE SUCCESS
    101. 101. REAL-TIMEMARKETING TOOLS
    102. 102. YOUR WEBSITE
    103. 103. YOUR WEBSITE
    104. 104. FACEBOOK
    105. 105. TWITTER
    106. 106. PINTEREST
    107. 107. YOUTUBE
    108. 108. ANALYTICS
    109. 109. GOOGLE ANALYTICS
    110. 110. GOOGLE ANALYTICS
    111. 111. 4 IMPORTANT THINGS TO WATCH •Low visits? Improve SEO orSITE VISITS online marketing of your site
    112. 112. 4 IMPORTANT THINGS TO WATCH BOUNCE •High bounce rate? Improve your RATE homepage
    113. 113. 4 IMPORTANT THINGS TO WATCH actions/ •Not enough action? Make your websiteconversion more compelling rate (good rate: 2%)
    114. 114. ONE MORE THING TO WATCHTIME ON •Low time? Add interactivity and SITE other “stickiness”
    115. 115. MAKE A GAME PLAN
    116. 116. WHAT WILL YOU SAY?1. Determine Your Target Audiences
    117. 117. WHAT WILL YOU SAY? 2. Get your team together –make sure to include all audiences
    118. 118. WHAT WILL YOU SAY?3. Brainstorm all the reasons people come to your event
    119. 119. WHAT WILL YOU SAY?4. Come up with topics for all these reasons
    120. 120. WHAT WILL YOU SAY?Two things to tell people: 1. What we want them to hear 2. What people want to hear
    121. 121. PICK YOUR POISON• Website• Mobile• Email• Facebook• Twitter• YouTube• Pinterest• Blog• Flickr
    122. 122. CREATE AN EDITORIAL CALENDAR
    123. 123. SPECIFIC ONLINE MARKETING IDEAS
    124. 124. DEEP THOUGHT...• Ask questions that get people to talk about themselves in relation to your event
    125. 125. 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!
    126. 126. 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.
    127. 127. 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!
    128. 128. GET PEOPLE TALKING• Show live tweets on concert side screens• Have a vote or quiz – Answer on text, app, QR code, etc.
    129. 129. 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
    130. 130. CONTESTS WITH PUBLICITY BONUS• Do giveaways with charitable tie-in• Allow groups to get $ for their orgs for advance sales; host trip for winners
    131. 131. FAIRS EVERYWHERE
    132. 132. FAIRS EVERYWHERE 1 2
    133. 133. FAIRS EVERYWHERE
    134. 134. FAIRS EVERYWHERE
    135. 135. TO REVIEW• In this order, focus on this social media – Facebook, Twitter, YouTube, Pinterest/Instagram• Prioritize email, especially during your event• Get your website up to snuff• Get on getting a mobile website• Improve your tracking• Create an editorial calendar
    136. 136. CAN’T GET ENOUGH SAFFIRE! Today 4:15 – Online Marketing for Dummies (for board members/volunteers)Today 5-6:30 – Hollywood Happy Hour in room 2232
    137. 137. 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

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