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5 Steps for Great
Online Advertising
Western Fairs Association
Convention & Trade Show
January 14, 2015
etix.com | rockhousepartners.com#WFAElevate15
Follow along online:
http://bit.ly/WFA2015Ads
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
Three Types of Media:
Owned
Earned
Paid
etix.com | rockhousepartners.com#WFAElevate15
ONLINE ADS:
THE BASICS
etix.com | rockhousepartners.com#WFAElevate15
WHY SPEND
ONLINE?
etix.com | rockhousepartners.com#WFAElevate15
WHY SPEND ONLINE? TARGETED AUDIENCES
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
42%
of all fair tickets
are purchased
online
WHY SPEND ONLINE? BETTER ROI
etix.com | rockhousepartners.com#WFAElevate15
MARKET TRENDS
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
MARKET TRENDS
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014
19%
of ...
etix.com | rockhousepartners.com#WFAElevate15
MARKET TRENDS: RELEVANCY
etix.com | rockhousepartners.com#WFAElevate15
MARKET TRENDS: RETARGETING
etix.com | rockhousepartners.com#WFAElevate15
WHAT WORKS?
etix.com | rockhousepartners.com#WFAElevate15
WHAT DOESN’T WORK?
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
5 Steps for Great
Online Advertising
etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
OVERVIEW: 5 STEPS
etix.com | rockhousepartners.com#WFAElevate15
FIRST THINGS FIRST
SET GOALS
SET YOUR BUDGET
BUILD A PLAN
GET DIGITAL IN LINE
etix.com | rockhousepartners.com#WFAElevate15
42%
of all fair tickets
are purchased
online
#1. FIRST THINGS FIRST: GET DIG...
etix.com | rockhousepartners.com#WFAElevate15
#1. FIRST THINGS FIRST: GET DIGITAL IN LINE
One fair
client
generated
160,00...
etix.com | rockhousepartners.com#WFAElevate15
SO YOU’RE GOING
TO BUILD AN ONLINE
AD CAMPAIGN
etix.com | rockhousepartners.com#WFAElevate15
BUT WAIT!
WHAT CAN YOU DO FOR FREE?
etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
OV...
etix.com | rockhousepartners.com#WFAElevate15
Three Types of Media:
Owned
Earned
Paid
etix.com | rockhousepartners.com#WFAElevate15
#2. SCOUR INVENTORY: PARTNERS, SPONSORS, VENDORS
Activating
event partners &...
etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3....
etix.com | rockhousepartners.com#WFAElevate15
Typical agency fees: 10-15% of total spend.
There may be a minimum.
You can ...
etix.com | rockhousepartners.com#WFAElevate15
WOULD YOU SPEND
10% TO MAKE
30 to 50% MORE?
etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3....
etix.com | rockhousepartners.com#WFAElevate15
#4. PICK A PLATFORM: SOCIAL MEDIA
etix.com | rockhousepartners.com#WFAElevate15
#4. PICK A PLATFORM: DIRECT DISPLAY
etix.com | rockhousepartners.com#WFAElevate15
#4. PICK A PLATFORM: RETARGETING
“90%
of consumers start a
task on one devic...
etix.com | rockhousepartners.com#WFAElevate15
1. SET GOALS, PLAN, GET DIGITAL IN LINE
2. ASK: WHAT CAN YOU DO FOR FREE?
3....
etix.com | rockhousepartners.com#WFAElevate15
MEASURE AND
OPTIMIZE
etix.com | rockhousepartners.com#WFAElevate15
#5. MEASURE AND OPTIMIZE
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: Summer Ends Music Festival
THE GOAL
Sell more tickets an...
etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: X Games Austin
THE GOAL
Help Circuit of the Americas and...
etix.com | rockhousepartners.com#WFAElevate15
A Quick Case Study: Delaware State Fair
THE GOAL
Start online advertising bu...
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
Better CTR, but…
Underperformed Facebook Ad ROI
Received more focus and fine...
etix.com | rockhousepartners.com#WFAElevate15
Quick Case Study: MIAMI-DADE COUNTY FAIR
THE GOAL
Improve social reach with ...
etix.com | rockhousepartners.com#WFAElevate15
Quick Case Study: MIAMI-DADE COUNTY FAIR
etix.com | rockhousepartners.com#WFAElevate15
Quick Case Study: MIAMI-DADE COUNTY FAIR
etix.com | rockhousepartners.com#WFAElevate15
etix.com | rockhousepartners.com#WFAElevate15
Questions?
www.slideshare.net/etixworld
etix.com | rockhousepartners.com#WFAElevate15
PLAN FOR 2015: GOALS & BUDGETS
FIND OUT WHAT YOU CAN DO FOR FREE:
START A CO...
etix.com | rockhousepartners.com#WFAElevate15
www.slideshare.net/etixworld
etix.com | rockhousepartners.com#WFAElevate15
JOE KUSTELSKI
joe.kustelski@etix.com
615-772-6196
@rhpartners
NEXT STEPS? CA...
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Etix and Rockhouse Partners WFA 2015 presentation - 5 Steps for Great Online Advertising

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Online advertising can help you sell more tickets and make your events more profitable. Here's five quick steps to getting started.

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Etix and Rockhouse Partners WFA 2015 presentation - 5 Steps for Great Online Advertising

  1. 1. 5 Steps for Great Online Advertising Western Fairs Association Convention & Trade Show January 14, 2015
  2. 2. etix.com | rockhousepartners.com#WFAElevate15 Follow along online: http://bit.ly/WFA2015Ads
  3. 3. etix.com | rockhousepartners.com#WFAElevate15
  4. 4. etix.com | rockhousepartners.com#WFAElevate15
  5. 5. etix.com | rockhousepartners.com#WFAElevate15 Three Types of Media: Owned Earned Paid
  6. 6. etix.com | rockhousepartners.com#WFAElevate15 ONLINE ADS: THE BASICS
  7. 7. etix.com | rockhousepartners.com#WFAElevate15 WHY SPEND ONLINE?
  8. 8. etix.com | rockhousepartners.com#WFAElevate15 WHY SPEND ONLINE? TARGETED AUDIENCES
  9. 9. etix.com | rockhousepartners.com#WFAElevate15
  10. 10. etix.com | rockhousepartners.com#WFAElevate15 42% of all fair tickets are purchased online WHY SPEND ONLINE? BETTER ROI
  11. 11. etix.com | rockhousepartners.com#WFAElevate15 MARKET TRENDS
  12. 12. etix.com | rockhousepartners.com#WFAElevate15
  13. 13. etix.com | rockhousepartners.com#WFAElevate15 MARKET TRENDS
  14. 14. etix.com | rockhousepartners.com#WFAElevate15
  15. 15. etix.com | rockhousepartners.com#WFAElevate15 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 2012 2013 2014 19% of Etix transactions occur on mobile MARKET TRENDS: MOBILE
  16. 16. etix.com | rockhousepartners.com#WFAElevate15 MARKET TRENDS: RELEVANCY
  17. 17. etix.com | rockhousepartners.com#WFAElevate15 MARKET TRENDS: RETARGETING
  18. 18. etix.com | rockhousepartners.com#WFAElevate15 WHAT WORKS?
  19. 19. etix.com | rockhousepartners.com#WFAElevate15 WHAT DOESN’T WORK?
  20. 20. etix.com | rockhousepartners.com#WFAElevate15
  21. 21. etix.com | rockhousepartners.com#WFAElevate15 5 Steps for Great Online Advertising
  22. 22. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE OVERVIEW: 5 STEPS
  23. 23. etix.com | rockhousepartners.com#WFAElevate15 FIRST THINGS FIRST SET GOALS SET YOUR BUDGET BUILD A PLAN GET DIGITAL IN LINE
  24. 24. etix.com | rockhousepartners.com#WFAElevate15 42% of all fair tickets are purchased online #1. FIRST THINGS FIRST: GET DIGITAL IN LINE
  25. 25. etix.com | rockhousepartners.com#WFAElevate15 #1. FIRST THINGS FIRST: GET DIGITAL IN LINE One fair client generated 160,000+ email opens in the last year
  26. 26. etix.com | rockhousepartners.com#WFAElevate15 SO YOU’RE GOING TO BUILD AN ONLINE AD CAMPAIGN
  27. 27. etix.com | rockhousepartners.com#WFAElevate15 BUT WAIT! WHAT CAN YOU DO FOR FREE?
  28. 28. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE 2. ASK: WHAT CAN YOU DO FOR FREE? OVERVIEW: 5 STEPS
  29. 29. etix.com | rockhousepartners.com#WFAElevate15 Three Types of Media: Owned Earned Paid
  30. 30. etix.com | rockhousepartners.com#WFAElevate15 #2. SCOUR INVENTORY: PARTNERS, SPONSORS, VENDORS Activating event partners & sponsors can expand social reach up to 2,500%
  31. 31. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE 2. ASK: WHAT CAN YOU DO FOR FREE? 3. ENLIST HELP OVERVIEW: 5 STEPS
  32. 32. etix.com | rockhousepartners.com#WFAElevate15 Typical agency fees: 10-15% of total spend. There may be a minimum. You can see real-time reports. If you’re not satisfied with the results, you can stop anytime.
  33. 33. etix.com | rockhousepartners.com#WFAElevate15 WOULD YOU SPEND 10% TO MAKE 30 to 50% MORE?
  34. 34. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE 2. ASK: WHAT CAN YOU DO FOR FREE? 3. ENLIST HELP 4. PICK A PLATFORM OVERVIEW: 5 STEPS
  35. 35. etix.com | rockhousepartners.com#WFAElevate15 #4. PICK A PLATFORM: SOCIAL MEDIA
  36. 36. etix.com | rockhousepartners.com#WFAElevate15 #4. PICK A PLATFORM: DIRECT DISPLAY
  37. 37. etix.com | rockhousepartners.com#WFAElevate15 #4. PICK A PLATFORM: RETARGETING “90% of consumers start a task on one device and finish it on another.” - VP of Display Ads, Google
  38. 38. etix.com | rockhousepartners.com#WFAElevate15 1. SET GOALS, PLAN, GET DIGITAL IN LINE 2. ASK: WHAT CAN YOU DO FOR FREE? 3. ENLIST HELP 4. PICK A PLATFORM 5. MEASURE & OPTIMIZE OVERVIEW: 5 STEPS
  39. 39. etix.com | rockhousepartners.com#WFAElevate15 MEASURE AND OPTIMIZE
  40. 40. etix.com | rockhousepartners.com#WFAElevate15 #5. MEASURE AND OPTIMIZE
  41. 41. etix.com | rockhousepartners.com#WFAElevate15
  42. 42. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: Summer Ends Music Festival THE GOAL Sell more tickets and promote awareness for the 1st-year festival. WHAT WE DID Tracked website visitors, and retargeted them with ads throughout the web and on Facebook. THE RESULTS • +1,270% overall ROI on retargeting ads • 1 conversion for every $5 spent on Facebook mobile retargeting ads
  43. 43. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: X Games Austin THE GOAL Help Circuit of the Americas and the city of Austin win the bid for the Summer X Games. WHAT WE DID Planned and executed a social content strategy, including paid Facebook promotions. THE RESULTS • 7.8 million total Facebook impressions • 440% increase in Facebook likes to a grand total of 30k • Won the bid
  44. 44. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: Delaware State Fair THE GOAL Start online advertising buys to promote concert ticket sales. WHAT WE DID Planned and executed a social content strategy, including paid Facebook promotions. THE RESULTS…
  45. 45. etix.com | rockhousepartners.com#WFAElevate15
  46. 46. etix.com | rockhousepartners.com#WFAElevate15 Better CTR, but… Underperformed Facebook Ad ROI Received more focus and fine-tuning. How do we value brand impressions?
  47. 47. etix.com | rockhousepartners.com#WFAElevate15 Quick Case Study: MIAMI-DADE COUNTY FAIR THE GOAL Improve social reach with an eye towards Ticket sales & Schedule. WHAT WE DID Planned and executed a social content strategy, including paid Facebook promotions. THE RESULTS • Increased revenue from social by 1600% YOY.
  48. 48. etix.com | rockhousepartners.com#WFAElevate15 Quick Case Study: MIAMI-DADE COUNTY FAIR
  49. 49. etix.com | rockhousepartners.com#WFAElevate15 Quick Case Study: MIAMI-DADE COUNTY FAIR
  50. 50. etix.com | rockhousepartners.com#WFAElevate15
  51. 51. etix.com | rockhousepartners.com#WFAElevate15 Questions? www.slideshare.net/etixworld
  52. 52. etix.com | rockhousepartners.com#WFAElevate15 PLAN FOR 2015: GOALS & BUDGETS FIND OUT WHAT YOU CAN DO FOR FREE: START A CONVERSATION WITH YOUR PARTNERS GET GOOGLE ANALYTICS ON YOUR WEBSITE DIG INTO ROI FOR ALL MARKETING ENLIST HELP HOW TO GET STARTED TODAY
  53. 53. etix.com | rockhousepartners.com#WFAElevate15 www.slideshare.net/etixworld
  54. 54. etix.com | rockhousepartners.com#WFAElevate15 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 www.slideshare.net/etixworld @etix_world

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