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Saffire events presentation: Marketing on a budget webinar

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People say you have to spend money to make money. But for fairs and rodeos, there isn't always a lot of money to spend, so you need to make every penny count.

From this presentation, you will learn:

Where you need to be spending your marketing budget
Why your website plays an important part in the success of any event or business
How to get people to engage with you on mobile during your event
6 free tools you can use to enhance your online presence

Published in: Business, Technology
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Saffire events presentation: Marketing on a budget webinar

  1. 1. MARKETING ON A BUDGET Kendra Wright & Rebekah Hardage
  2. 2. Software for Events. Your Event. Online. www.saffireevents.com PRESENTERS Kendra Wright Rebekah Hardage President Marketing ManagerExperience: Experience:• Began building websites in • Received a BA in 1995 for Fortune 1000 Journalism & Public company Relations from Baylor• Started her own company in University 1998 • Expertise in email• Works with clients like marketing, social KEEN media, analytics, etc. Footwear, Nike, Jeep, Chry sler, Dodge, Intel & more • Manages all marketing efforts for Saffire 3/27/2012 © 2012 – Saffire Events
  3. 3. Software for Events. Your Event. Online. www.saffireevents.comHISTORY 3/27/2012© 2012 – Saffire Events
  4. 4. Software for Events. Your Event. Online. www.saffireevents.comSAFFIRE EVENTS 3/27/2012 © 2012 – Saffire Events
  5. 5. Software for Events. Your Event. Online. www.saffireevents.com AGENDA• Put your money where your customers are• Get people there with social media• Email still drives revenue• Other ways to drive traffic• Don‟t forget about mobile 3/27/2012 © 2012 – Saffire Events
  6. 6. Software for Events. Your Event. Online. www.saffireevents.com INTERNET WINS POPULARITY CONTEST• 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. Are you following this trend? Do you think your customers are?Source: http://bits.blogs.nytimes.com 3/27/2012 © 2012 – Saffire Events
  7. 7. Software for Events. Your Event. Online. www.saffireevents.com DOES YOUR MARKETING ADD UP? Rodeo Houston does a lot of market research, and recently, they asked howpeople heard about their event. The results:6% - Newspaper & print ads9% - Radio10% - TV46% - WEBSITE 3/27/2012 © 2012 – Saffire Events
  8. 8. Software for Events. Your Event. Online. www.saffireevents.comHOW GOOD DOES MY SITE NEED TO BE? User expectations are set by their aggregate experience from around the web. 3/27/2012 © 2012 – Saffire Events
  9. 9. Software for Events. Your Event. Online. www.saffireevents.com KENDRA’S LAW Your customers spend the majority of their time on sitesother than your event website. 3/27/2012 © 2012 – Saffire Events
  10. 10. Software for Events. Your Event. Online. www.saffireevents.comCHECK OUT SPORTS SCORES 3/27/2012 © 2012 – Saffire Events
  11. 11. Software for Events. Your Event. Online. www.saffireevents.comSEE A MOVIE 3/27/2012 © 2012 – Saffire Events
  12. 12. Software for Events. Your Event. Online. www.saffireevents.comBUY A BOOK 3/27/2012 © 2012 – Saffire Events
  13. 13. Software for Events. Your Event. Online. www.saffireevents.com MEASURING YOUR SITE10 9 8 7 6 Fair A Fair B 5 Sports Site Activity Site 4 Retail Site 3 YOUR FAIR ? 2 1 0 Fair A Fair B Sports Site Activity Site Retail Site YOUR FAIR 3/27/2012 © 2012 – Saffire Events
  14. 14. Software for Events. Your Event. Online. www.saffireevents.comSIMPLE, WELL-ORGANIZED HOMEPAGE 3/27/2012 © 2012 – Saffire Events
  15. 15. Software for Events. Your Event. Online. www.saffireevents.com SALES STRATEGIES• Sell online with advance discount• Allow groups to get $ for their orgs for advance sales; host trip for winners 3/27/2012 © 2012 – Saffire Events
  16. 16. Software for Events. Your Event. Online. www.saffireevents.comWHAT IF YOUR SITE IS HARD TO MAINTAIN? 3/27/2012 © 2012 – Saffire Events
  17. 17. Software for Events. Your Event. Online. www.saffireevents.com SETTING UP WORDPRESS• Sign up for an account from your desktop• “Skin” it to match your website (or it can be your website!)• Use it for longer articles or more pictures, linked from Facebook, Twitter, etc. 3/27/2012 © 2012 – Saffire Events
  18. 18. Software for Events. Your Event. Online. www.saffireevents.comUPDATING WORDPRESS 3/27/2012 © 2012 – Saffire Events
  19. 19. Software for Events. Your Event. Online. www.saffireevents.comMAKE SITE CONTENT EASY TO SHARE• Put Facebook and Twitter logos on your homepage (at least)• If you can, allow people to Facebook or tweet individual events• If you can, allow people to upload photos and/or videos – They tend to be very viral – You get great photos! 3/27/2012 © 2012 – Saffire Events
  20. 20. Software for Events. Your Event. Online. www.saffireevents.com What to FB Post/Tweet• Wheres the personality?• Wheres the fun?• Wheres the discovery?• Wheres the surprise?• Wheres the feel good?• Wheres the inspiration?• Wheres the meaning?• Wheres the value?• Wheres the humanity?• Why would anyone want to integrate your event into their daily life? 3/27/2012 © 2012 – Saffire Events
  21. 21. Software for Events. Your Event. Online. www.saffireevents.com MAKE YOUR CUSTOMERS INSIDERS• Let them be the first to know – Concert line-up – New event features• Behind the scenes – Interview people behind the event – Backstage – contest for guest reporter? 3/27/2012 © 2012 – Saffire Events
  22. 22. Software for Events. Your Event. Online. www.saffireevents.comGIVE ‘EM SOMETHING TO TALK ABOUT• Consider funny – Think about what you share to determine what your customer will – Tweets from mascot, etc.• Ask questions that get them to talk about themselves in relation to your event – Favorite fair food – Favorite memory 3/27/2012 © 2012 – Saffire Events
  23. 23. Software for Events. Your Event. Online. www.saffireevents.com CONTESTS, VOTES & QUIZES• Have a contest for front row concert seats – Text, tweet or post on FB page NOW = publicity• Do giveaways with charitable tie-in• Have a vote or quiz – Answer on mobile site, text, app, QR code, etc. – Free market research!• Behold the power of a t-shirt! 3/27/2012 © 2012 – Saffire Events
  24. 24. Software for Events. Your Event. Online. www.saffireevents.com IDEAS FOR CONCERTS• Show live tweets on concert side screens• Take pictures of crowd at concerts, post them and encourage them to tag themselves 3/27/2012 © 2012 – Saffire Events
  25. 25. Software for Events. Your Event. Online. www.saffireevents.comSHARING FOR THE RETWEET/REPOST• Judiciously promote big sponsors for retweet• Same with vendors and entertainers• Post thanks to people/groups; they‟ll repost 3/27/2012 © 2012 – Saffire Events
  26. 26. Software for Events. Your Event. Online. www.saffireevents.comUPDATING FACEBOOK 3/27/2012 © 2012 – Saffire Events
  27. 27. Software for Events. Your Event. Online. www.saffireevents.comUPDATING TWITTER 3/27/2012 © 2012 – Saffire Events
  28. 28. Software for Events. Your Event. Online. www.saffireevents.comUPDATING YOUTUBE (VIDEO SHARING) 3/27/2012 © 2012 – Saffire Events
  29. 29. Software for Events. Your Event. Online. www.saffireevents.comUPDATING FLICKR (PHOTO SHARING) 3/27/2012 © 2012 – Saffire Events
  30. 30. Software for Events. Your Event. Online. www.saffireevents.comPINTEREST (NEW SOCIAL PHOTO SHARING) 3/27/2012 © 2012 – Saffire Events
  31. 31. Software for Events. Your Event. Online. www.saffireevents.comPINTEREST 3/27/2012 © 2012 – Saffire Events
  32. 32. Software for Events. Your Event. Online. www.saffireevents.comBE EFFICIENT WITH HOOTSUITE HootSuite manages: • Facebook • Twitter • Wordpress blog • Foursquare 3/27/2012 © 2012 – Saffire Events
  33. 33. Software for Events. Your Event. Online. www.saffireevents.com WHAT’S MOST IMPORTANT?• 800M Facebook users (as of Dec „11) – 36M “likes” for Coca-Cola #1 brand• 100M+ Twitter users – 18M followers of Lady Gaga - #1• 131M viewed YouTube in Nov „11 alone – 48M Volkswagen “The Force” on YouTube – Rebecca Black‟s “Friday” - #1• 62M Google+ (but early adopter advantage)• 15M Foursquare (but great demo for fairs!) 3/27/2012 © 2012 – Saffire Events
  34. 34. Software for Events. Your Event. Online. www.saffireevents.comIS EMAIL DEAD? 3/27/2012 © 2012 – Saffire Events
  35. 35. Software for Events. Your Event. Online. www.saffireevents.comGETTING THE MOST EMAIL SIGNUPS 3/27/2012 © 2012 – Saffire Events
  36. 36. Software for Events. Your Event. Online. www.saffireevents.com HOW TO EMAIL• Tools are inexpensive – Check out Constant Contact, Mail Chimp, My Emma• Set up your website so emails go to your email sending tool directly• Send out short emails more frequently• Schedule them ahead of time!• Try different days, but Friday mid-morning might be your best bet 3/27/2012 © 2012 – Saffire Events
  37. 37. Software for Events. Your Event. Online. www.saffireevents.com GET LINKS TO YOUR SITE• Professional organizations – Chamber of Commerce / CVB – IAFE and state organization• Local sites – Newspaper, radio stations, etc. – Websites with local info and events• Sponsors• Fairs Everywhere 3/27/2012 © 2012 – Saffire Events
  38. 38. Software for Events. Your Event. Online. www.saffireevents.comFREE MARKETING–FAIRS EVERYWHERE 3/27/2012 © 2012 – Saffire Events
  39. 39. Software for Events. Your Event. Online. www.saffireevents.comWHAT OVERTAKES DESKTOP IN 2014? Source: Morgan Stanley Research 3/27/2012 © 2012 – Saffire Events
  40. 40. Software for Events. Your Event. Online. www.saffireevents.com THANK YOU!• Do you have ideas to share?• Free subscription to our newsletter, The Dirt• Next webinars – April 10 – Increase Event Revenue with Better Online Marketing (Saffire demo) – April 17 – Latest Trends in Online Marketing 3/27/2012 © 2012 – Saffire Events

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