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5 Ways to Drive ROI: With an Eye Towards Integrated Marketing

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5 Ways to Drive ROI: With an Eye Towards Integrated Marketing

  1. 1. 5 WAYS TO DRIVE ROI With an Eye Towards Integrated Marketing League of Historic American Theatres July 17, 2014
  2. 2. etix.com | rockhousepartners.com #1 HOW DO I BUY A TICKET?
  3. 3. etix.com | rockhousepartners.com OPTIMIZATION: IMPROVE WEBSITE 85% of all tickets are purchased online
  4. 4. etix.com | rockhousepartners.com OPTIMIZATION: CREATE FOR MOBILE 19% of Etix transactions occur on mobile
  5. 5. etix.com | rockhousepartners.com OPTIMIZATION: DRIVE PHONE CALLS The average order value of a phone sale is 2x online sales
  6. 6. etix.com | rockhousepartners.com OPTIMIZATION: INCREASE VISITS 50% of website traffic comes from organic searches
  7. 7. etix.com | rockhousepartners.com #2 WHERE DO I SIT?
  8. 8. etix.com | rockhousepartners.com WHERE DO I PARK? WHERE DO I SIT?
  9. 9. etix.com | rockhousepartners.com UPSELLS: PARKING For 2014 Etix performances, parking upsells have added $570,000 in incremental revenue
  10. 10. etix.com | rockhousepartners.com UPSELLS: FOOD & BEVERAGE Food & Bev pages can gather 20,000+ in annual website visits
  11. 11. etix.com | rockhousepartners.com UPSELLS: MERCHANDISE Upsells and bundling can add up to 7% in incremental revenue
  12. 12. etix.com | rockhousepartners.com UPSELLS: MORE IDEAS DAY BEFORE EMAIL: PARKING INFORMATION + SPECIAL OFFERS IN-VENUE UPGRADES: PREMIUM SEATS IN-VENUE MERCHANDISE MOBILE UPDATES & UPSELLS
  13. 13. etix.com | rockhousepartners.com #3 HOW MANY TICKETS DO YOU SELL PER ORDER?
  14. 14. etix.com | rockhousepartners.com YOU DON’T KNOW JACK…
  15. 15. etix.com | rockhousepartners.com YOU DON’T KNOW JACK… OR JILL.
  16. 16. etix.com | rockhousepartners.com THIS MAN IS NOT YOUR FRIEND
  17. 17. etix.com | rockhousepartners.com DATABASE BUILDING: CONTESTING The average online ticket order: 2.7 tickets
  18. 18. etix.com | rockhousepartners.com DATABASE BUILDING: EMAIL CAPTURE 2.5x 1-click forms gather more organic sign- ups than text links
  19. 19. etix.com | rockhousepartners.com DATABASE BUILDING: PRE-SALE EMAIL CAPTURE 28% average conversion rate from emails captured pre-sale through Etix
  20. 20. etix.com | rockhousepartners.com #4 HOW LONG DOES YOUR EVENT REALLY LAST?
  21. 21. etix.com | rockhousepartners.com EVENT LIFE CYCLE: WELCOME EMAIL Open rate for welcome emails is 4x greater than regular promotional emails
  22. 22. etix.com | rockhousepartners.com EVENT LIFE CYCLE: PRE-SALES Pre-sale emails alone account for at least 10% of total ticket sales
  23. 23. etix.com | rockhousepartners.com EVENT LIFE CYCLE: AFTERGLOW 2x the email opens 6x the click rates
  24. 24. etix.com | rockhousepartners.com THANK YOU FOR COMING!
  25. 25. etix.com | rockhousepartners.com #5 WHAT CAN I DO FOR MY SPONSORS?
  26. 26. etix.com | rockhousepartners.com SPONSORSHIPS: INCREASING VALUE One mid-size client generated 1,000,000+ email opens in the last year
  27. 27. etix.com | rockhousepartners.com WHAT CAN MY SPONSOR DO FOR ME?
  28. 28. etix.com | rockhousepartners.com SPONSORSHIPS: ACTIVATION Activating event partners & sponsors can expand social reach up to 2,500%
  29. 29. etix.com | rockhousepartners.com 1. OPTIMIZE EXISTING DIGITAL CHANNELS 2. UPSELL FOR INCREMENTAL REVENUE 3. CAPTURE EMAILS TO BUILD DATABASE 4. MANAGE EVENT LIFE CYCLE 5. INCREASE SPONSORSHIP VALUE OVERVIEW: 5 WAYS TO DRIVE ROI
  30. 30. etix.com | rockhousepartners.com GOOGLE YOURSELF (DESKTOP & MOBILE) VIEW WEBSITE ON YOUR PHONE ADD A CLICK-TO-CALL BUTTON ON YOUR MOBILE SITE BUY A TICKET/SUBSCRIPTION ON YOUR SITE VIA MOBILE & DESKTOP SIGN UP FOR YOUR EMAIL LIST SET UP AN AUTOMATED WELCOME EMAIL READ THE WELCOME EMAIL ON A MOBILE PHONE HOW TO GET STARTED TODAY
  31. 31. etix.com | rockhousepartners.com BONUS: DIGITAL AUDIT
  32. 32. etix.com | rockhousepartners.com Questions?
  33. 33. etix.com | rockhousepartners.com JOE KUSTELSKI joe.kustelski@etix.com 615-772-6196 @rhpartners NEXT STEPS? CASE STUDIES? LET’S TALK! AMANDA SEVERS amanda@rockhousepartners.com 434-953-8668 @etix_world

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