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The Afterglow Effect: Creating Customer Relationships that Last

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The Afterglow Effect: Creating Customer Relationships that Last

  1. 1. THE AFTERGLOW EFFECT Create Customer Relationships That Last Western Fairs Association Convention & Trade Show January 14, 2015
  2. 2. etix.com | rockhousepartners.com#WFAElevate15 FOLLOW ALONG! #WFAElevate15 bit.ly/RockWFA
  3. 3. etix.com | rockhousepartners.com#WFAElevate15 WHAT WAKES YOU UP IN THE MORNING?
  4. 4. etix.com | rockhousepartners.com#WFAElevate15 HERE’S WHAT WAKES US UP.
  5. 5. etix.com | rockhousepartners.com#WFAElevate15
  6. 6. etix.com | rockhousepartners.com#WFAElevate15
  7. 7. etix.com | rockhousepartners.com#WFAElevate15
  8. 8. etix.com | rockhousepartners.com#WFAElevate15
  9. 9. etix.com | rockhousepartners.com#WFAElevate15 WE HAVE QUESTIONS.
  10. 10. etix.com | rockhousepartners.com#WFAElevate15 YOU HAVE ANSWERS.
  11. 11. etix.com | rockhousepartners.com#WFAElevate15
  12. 12. etix.com | rockhousepartners.com#WFAElevate15
  13. 13. etix.com | rockhousepartners.com#WFAElevate15 5 THINGS TO DO AFTER YOUR EVENT
  14. 14. etix.com | rockhousepartners.com#WFAElevate15
  15. 15. etix.com | rockhousepartners.com#WFAElevate15 #1 OPTIMIZE SEARCH
  16. 16. etix.com | rockhousepartners.com#WFAElevate15 1. IMPROVE SEO (on DESKTOP) 50% of website traffic comes from organic searches
  17. 17. etix.com | rockhousepartners.com#WFAElevate15 1. IMPROVE SEO (… and on MOBILE) 50% of website traffic comes from organic searches
  18. 18. etix.com | rockhousepartners.com#WFAElevate15 #2 OPTIMIZE YOUR WEBSITE
  19. 19. etix.com | rockhousepartners.com#WFAElevate15 2. UPDATE INFO & CAPTURE EMAILS 2.5x 1-click forms gather more organic sign- ups than text links
  20. 20. etix.com | rockhousepartners.com#WFAElevate15 2. OPTIMIZE FOR MOBILE 30%+ site visits occur on mobile devices
  21. 21. etix.com | rockhousepartners.com#WFAElevate15 2. GIVE THE PEOPLE WHAT THEY WANT Converted 11% of visitors into new email subscribers
  22. 22. etix.com | rockhousepartners.com#WFAElevate15 #3 ASK YOUR CUSTOMERS HOW YOU DID
  23. 23. etix.com | rockhousepartners.com#WFAElevate15 3. SEND A THANK YOU EMAIL 2x the email opens 6x the click rates
  24. 24. etix.com | rockhousepartners.com#WFAElevate15 3. CONDUCT A SURVEY
  25. 25. etix.com | rockhousepartners.com#WFAElevate15 3. CONDUCT A SURVEY
  26. 26. etix.com | rockhousepartners.com#WFAElevate15 3. CONDUCT A SURVEY
  27. 27. etix.com | rockhousepartners.com#WFAElevate15 #4 UPDATE SOCIAL
  28. 28. etix.com | rockhousepartners.com#WFAElevate15 4. KEEP THE CONVERSATION GOING
  29. 29. etix.com | rockhousepartners.com#WFAElevate15 4. LOOK FORWARD TO NEXT YEAR
  30. 30. etix.com | rockhousepartners.com#WFAElevate15 4. BUILD YOUR DATABASE The average online ticket order: 2.7 tickets
  31. 31. etix.com | rockhousepartners.com#WFAElevate15 #5 SHOW SPONSORS LOVE
  32. 32. etix.com | rockhousepartners.com#WFAElevate15 5. INCLUDE THANK YOU MESSAGING One fair client generated 160,000+ email opens in the last year
  33. 33. etix.com | rockhousepartners.com#WFAElevate15 5. CREATE A RECAP DECK Show sponsors actionable data, for instance: one email address is worth $12
  34. 34. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: Homestead-Miami Speedway
  35. 35. etix.com | rockhousepartners.com#WFAElevate15 A Quick Case Study: Allegan County Fair THE GOAL Maintain engagement after the event while continuing to capture email addresses and generate interest for 2015. WHAT WE DID Implemented 2015 dates and thank you messaging on all channels, while keeping the conversation going on social. THE RESULTS • 3x the engagement rate of regular emails. • 20%+ increase in YOY site visits and pageviews.
  36. 36. etix.com | rockhousepartners.com#WFAElevate15 1. OPTIMIZE SEARCH RESULTS 2. UPDATE WEBSITE (DESKTOP + MOBILE) 3. ASK FANS FOR FEEDBACK 4. MAINTAIN ENGAGEMENT ON SOCIAL 5. INCREASE SPONSORSHIP VALUE OVERVIEW: 5 THINGS TO DO POST-EVENT
  37. 37. etix.com | rockhousepartners.com#WFAElevate15 Questions? www.slideshare.net/etixworld
  38. 38. etix.com | rockhousepartners.com#WFAElevate15 GOOGLE YOURSELF (DESKTOP & MOBILE) VIEW WEBSITE ON YOUR PHONE BUY A TICKET 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 OTHER WAYS TO GET STARTED TODAY
  39. 39. etix.com | rockhousepartners.com#WFAElevate15 BONUS: DIGITAL AUDIT
  40. 40. etix.com | rockhousepartners.com#WFAElevate15 BUT WAIT. THERE’S MORE…
  41. 41. etix.com | rockhousepartners.com#WFAElevate15 www.slideshare.net/etixworld
  42. 42. etix.com | rockhousepartners.com#WFAElevate15 DO YOU KNOW PAUL?
  43. 43. 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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