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Increasing Bucks & Butts: Grow Revenue & Attendance with Saffire Events - IAFE 2013

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The quickest and most economical way for you to reach your event’s target audiences is online. Join the team from Saffire Events as they cover all aspects of making your event more successful through online marketing. We’ll tell you about the latest trends and show you how to improve your website, manage your content, integrate mobile, make money with email and texting, maximize social networking and market your event from your fairgrounds. You’ll leave with a 5-Step Action Plan for taking your online efforts to the next level!

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Increasing Bucks & Butts: Grow Revenue & Attendance with Saffire Events - IAFE 2013

  1. 1. INCREASING BUCKS & BUTTS:GROWING REVENUE & ATTENDANCE WITH SAFFIRE EVENTS KENDRA WRIGHT PRESIDENT, SAFFIRE EVENTS
  2. 2. SIT BACK AND RELAX.Give us your business card for:• Slides from this presentation• Subscription to The Dirt (free marketinginfo)• An entry to win a flat screen TV• A free buttonWear your button to booth #1122 for:• Another TV entry• A free, limited-edition boot koozie
  3. 3. AGENDA• Improve your website• Manage your content• Integrate mobile• Making money from email• Maximize social networking• Latest trends• 5-Step Action Plan (future webinar)
  4. 4. CAN WE TALK? • Loves your event • Connection to your event • Does lots of local websites • “Brung ya”
  5. 5. PRESENTER KENDRA WRIGHT President, Saffire Events• First job – Event manager for non-profit• Began working at Fortune 1000 company in 1995 o Accidentally started building websites• Started own company in 1998 o One woman show
  6. 6. I WAS…
  7. 7. LEADERSHIP AARON PEDERSON JEREMY Technical Director EMERSON• Leads a team of highly- Creative Director • A classically-trained artist skilled programmers with 16 years experience• Finds the perfect technology in online design for the job • Makes everything we do• A different breed of techie – look beautiful speaks English! • Not a prima donna
  8. 8. THINGS GOT COMPLICATED Email Newsletter
  9. 9. TEAMChris Lugar Adam Dispenza Jonathan HopeSenior Software QA Specialist Software EngineerEngineerJessica Bybee- Cassie Roberts Kelly GinestDziedzic Manager of Sales & Manager, MarketingSenior Account Partnership CommunicationsManagerDaniel Bunn Chris Howard Brandi ReillySoftware Engineer Front End Developer Manager, Marketing & Customer Service
  10. 10. INTERNATIONAL PORTFOLIO
  11. 11. WE LOVE THIS INDUSTRY!
  12. 12. WHY DO I LOVE THE FAIR?
  13. 13. PALAMINO FEST
  14. 14. OUR CONNECTION TO INDUSTRY
  15. 15. WFA
  16. 16. NEW FE HOMEPAGE
  17. 17. FAIRS EVERYWHERE
  18. 18. FAIRS EVERYWHERE
  19. 19. FAIRS EVERYWHERE
  20. 20. FAIRS EVERYWHERE BOOTH #1120 Stop by to add your fair FREE!
  21. 21. YOUR WEBSITE
  22. 22. WHAT’S NOT COOLIt’s a medium we aren’t 100% comfortablewithWe don’t know where to startThings are changing so fast…Our website looked good a couple yearsago!
  23. 23. WHAT’S COOLIf done well, your website is your biggestmarketing bang for buckIt’s the “landing strip” for all other marketingIt’s your virtual front door
  24. 24. RODEO HOUSTON STATISTICS“How did you hear about this event?”Newspaper – 2%Rodeo Advertising – 4%Radio – 9%TV – 10%Website – 46%
  25. 25. INTERNET WINS POPULARITY CONTEST
  26. 26. TRADITIONAL ADVERTISING MODEL Local Radio Ad: 5,000 people/ Local TV Ad commercialCampaign: 200,000people/commercial Print: Varies based on send *Based on midsized market
  27. 27. ONLINE MODELME: 1 My Friends’ My Friends: 130 - 500+ Friends 250,000+
  28. 28. OUR GOAL Your customers takeACTION on your website
  29. 29. WHY?You have one shot.
  30. 30. CUSTOMERS MUST Interact on your site
  31. 31. CUSTOMERS MUST Sign up for email
  32. 32. CUSTOMERS MUST Share it with someone
  33. 33. CUSTOMERS MUSTFollow you on social media
  34. 34. CUSTOMERS MUST Buy something
  35. 35. WHY DO ECOMMERCE?
  36. 36. ECOMMERCE=INSURANCE POLICY
  37. 37. ECOMMERCE=INCREMENTALECOMMERCE=INCREMENTAL BUTTS REVENUE
  38. 38. MAKE IT BEAUTIFUL
  39. 39. MAKE IT QUICK TO FIND
  40. 40. MAKE IT FUNUse photos to tell your story.Give people features to click.
  41. 41. NEW LAYOUT OPTIONS!
  42. 42. Besides your homepage, where do people go on your website? (do you know?)
  43. 43. MAKE EVENT SCHEDULE INTERACTIVE
  44. 44. MAKE EVENT SCHEDULE INTERACTIVE
  45. 45. ALLOW PHOTO UPLOAD
  46. 46. LOTS OF SPONSOR LOVE
  47. 47. MAKE IT EASY TO FIND
  48. 48. MAKE IT EASY TO CONNECT
  49. 49. MAKE IT EASY TO CONNECT
  50. 50. MAKE IT EASY TO CONNECT
  51. 51. MAKE IT EASY TO GET INVOLVEDFORMS
  52. 52. MAKE IT EASY TO GET INVOLVEDFORMS
  53. 53. MAKE IT EASY TO GET INVOLVEDFORMS
  54. 54. MAKE IT EASY TO BUY
  55. 55. MAKE IT TRACKABLE
  56. 56. SEE??
  57. 57. HOW DO YOU MANAGE CONTENT?
  58. 58. THE GOAL To be the most successful(and maintain your sanity)… You must be able to manage your website yourself, in REAL TIME.
  59. 59. YOUR OWN DASHBOARD
  60. 60. YOUR OWN DASHBOARD
  61. 61. MANAGE HOMEPAGE FEATURES
  62. 62. MANAGE EVENT DETAILS
  63. 63. MANAGE NAVIGATION
  64. 64. ADD SPONSORS
  65. 65. ADD UNLIMITED NEW PAGES
  66. 66. ADD UNLIMITED WEB FORMS
  67. 67. SCHEDULE THINGS AHEAD Your homepage can look new each day of your event… WITHOUT YOU TOUCHING IT!
  68. 68. DOES YOUR GUY DO THAT?
  69. 69. MOBILE MARKETING
  70. 70. THE WRITING’S ON THE WALL Source: Morgan Stanley Research
  71. 71. MOBILE
  72. 72. ONE DATA SOURCE
  73. 73. MOBILE-SPECIFIC DESIGN
  74. 74. 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.
  75. 75. THE PERFECT STORM
  76. 76. WHAT TO MAKE MOBILE EVERYTHING!
  77. 77. REALLY OLD DAYSWe marketed to people on their sofas.
  78. 78. FAIRLY OLD DAYSWe had to rely on “sofa inertia!”
  79. 79. NOW
  80. 80. FROM YOUR FAIRGROUNDS
  81. 81. DOES YOUR GUY DO THAT?
  82. 82. EMAIL MARKETING
  83. 83. WHAT’S NOT COOL One of the oldestonline marketing tactics
  84. 84. WHAT’S COOL67% of global marketers rated email themost successful digital marketing tactic. Source: CMO Council, May 2012
  85. 85. COMPELLING REASONS TO EMAILThe days events email are often their toprevenue days (even above social media).Email gives some of the fastest results,often within 24 hours.Email is the most cost-effective marketingtool.
  86. 86. SAFFIREMAIL
  87. 87. SAFFIREMAIL
  88. 88. SAFFIREMAIL
  89. 89. SAFFIREMAIL
  90. 90. DOES YOUR GUY DO THAT?
  91. 91. SOCIAL MEDIA
  92. 92. FACEBOOKYour #1 social networking priorityOver a billion monthly active users• Recent changes - Business Pages • Inactive users won’t see content as much • Only 10-20% will see content • Only 1% will interactPay attention to your website& email!
  93. 93. GET INTO THE FEED: LIKING
  94. 94. GETTING INTO THE FEED: TAGGING Take pictures of the crowd at concerts, post them and encourage them to tag themselves Your photo appears in their Facebook feed!
  95. 95. SAFFIRE GIVES YOU COVER PHOTO
  96. 96. TWITTERYour 2nd priority for social media530 million accounts340 million tweets a day1 million accounts added to Twitter everyday
  97. 97. SAFFIRE COORDINATES TWITTER
  98. 98. What is the fastest growing website of all time?
  99. 99. PINTERESTThe first site to get 10 million unique visitors in amonth.Pin event photos (and more), and invite yourcustomers to follow your boards!Not your highest priority, but it’s fun!
  100. 100. PINTEREST
  101. 101. 50% of all web content is…
  102. 102. YOUTUBE3rd in your social media priorities4 billion videos/day viewed800 million unique users visit YouTube eachmonth44% of YouTube’s users are aged between12 and 34
  103. 103. YOUTUBECustomers exposed to videos are 437%more likely to engage in your brand. • Engagement = Purchases Make your videos raw and not too produced to help customers identify with your brand.
  104. 104. SAFFIRE INTEGRATESPINTEREST & YOUTUBE
  105. 105. DOES YOUR GUY DO THAT?
  106. 106. OTHER TRENDS
  107. 107. TEXT MARKETINGYour customers are texting.Consider joining the conversation.Judiciously text deals and specialannouncements. Start offering people the opportunity to sign up for text, even if you don’t know what you’ll do with them.
  108. 108. SAFFIRETEXT
  109. 109. DOES YOUR GUY DO THAT?
  110. 110. FINAL THOUGHTS
  111. 111. REVIEW• Improve your website• Manage your content• Integrate mobile• Making money from email• Maximize social networking• Latest trends
  112. 112. SAFFIRE IS… One platform One industryOne community
  113. 113. ONGOING NEW FEATURES
  114. 114. ONGOING EDUCATION• Social networking• Email marketing• Increasing advance revenue• Google analytics• Creating an Editorial Calendar• Many more!
  115. 115. ONGOING HELP
  116. 116. ONGOING HELP
  117. 117. YOUR GUY CAN’T DO THIS.
  118. 118. SHOW SPECIALSign up for Saffire within 90 days for 10% off initial fees First time ever!
  119. 119. FINAL THOUGHTSCome by our Hollywood Happy Hour from5:30-7 pm tonight in Suite 3298.Leave us your business card.Grab a button!
  120. 120. OF COURSE….
  121. 121. Thank You!

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