2. SIT BACK AND RELAX.
Give us your business card for:
• Slides from this presentation
• Subscription to The Dirt (free marketing
info)
• An entry to win a flat screen TV
• A free button
Wear your button to booth #1122 for:
• Another TV entry
• A free, limited-edition boot koozie
3.
4. AGENDA
• Improve your website
• Manage your content
• Integrate mobile
• Making money from email
• Maximize social networking
• Latest trends
• 5-Step Action Plan (future webinar)
5. CAN WE TALK?
• Loves your event
• Connection to
your event
• Does lots of local
websites
• “Brung ya”
6. 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
8. 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
10. TEAM
Chris Lugar Adam Dispenza Jonathan Hope
Senior Software QA Specialist Software Engineer
Engineer
Jessica Bybee- Cassie Roberts Kelly Ginest
Dziedzic Manager of Sales & Manager, Marketing
Senior Account Partnership Communications
Manager
Daniel Bunn Chris Howard Brandi Reilly
Software Engineer Front End Developer Manager, Marketing
& Customer Service
29. WHAT’S NOT COOL
It’s a medium we aren’t 100% comfortable
with
We don’t know where to start
Things are changing so fast…
Our website looked good a couple years
ago!
30. WHAT’S COOL
If done well, your website is your biggest
marketing bang for buck
It’s the “landing strip” for all other marketing
It’s your virtual front door
31. RODEO HOUSTON STATISTICS
“How did you hear about this event?”
Newspaper – 2%
Rodeo Advertising – 4%
Radio – 9%
TV – 10%
Website – 46%
33. TRADITIONAL ADVERTISING MODEL
Local Radio Ad:
5,000 people/
Local TV Ad commercial
Campaign: 200,000
people/commercial Print:
Varies based
on send
*Based on midsized market
82. 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.
92. WHAT’S COOL
67% of global marketers rated email the
most successful digital marketing tactic.
Source: CMO Council, May 2012
93.
94. COMPELLING REASONS TO EMAIL
The days events email are often their top
revenue days (even above social media).
Email gives some of the fastest results,
often within 24 hours.
Email is the most cost-effective marketing
tool.
101. FACEBOOK
Your #1 social networking priority
Over 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 interact
Pay attention to your website
& email!
103. 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!
107. What is the fastest growing website of all
time?
108. PINTEREST
The first site to get 10 million unique visitors in a
month.
Pin event photos (and more), and invite your
customers to follow your boards!
Not your highest priority, but it’s fun!
111. YOUTUBE
3rd in your social media priorities
4 billion videos/day viewed
800 million unique users visit YouTube each
month
44% of YouTube’s users are aged between
12 and 34
112. YOUTUBE
Customers 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.
116. TEXT MARKETING
Your customers are texting.
Consider joining the conversation.
Judiciously text deals and special
announcements.
Start offering people the opportunity to sign up for text,
even if you don’t know what you’ll do with them.
We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your event. But you don’t need to take notes. Just come up afterwards and give us your business card, and we’ll send you a link to the slides right after the conference.
Think about how your current website. How did it come to fruition? How does it work for you? I’m betting you have a guy. He loves your fair. He might even be a relative of someone on your board. He may do websites all over town.
Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
Whew. So that’s a lot. We’ve talked about (list all prior topics). I know you’re busy. But these are the things that we know, from everything we have learned about doing websites for lots of clients in lots of industry, that will make your life so much better, because your event that you work so hard on will be so much more successful.
Since then, we’ve added almost a dozen more people, all to try and keep up with the ever-raising bar of online expectations.MORE THAN A SINGLE “GUY” COULD EVER PROVIDE
Besides their work in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
We are so proud that we have 42 events using Saffire now.Not listed: Reno, Redding NW, Washington, Sikeston
And we’re even more proud to have partnerships with so many
Five years ago, most of us probably felt like we were spending a ton of time online. But internet usage has more than DOUBLED since then! 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.Even if we’re not personally following this trend, our customers are, and they are the ones we most need to reach in order to grow.Are we following this trend?Do we think our customers are?
-Graphic from Mashable.com
The reality is that 98% will come looking for something and yet leave anonymous. We don’t want that to happen.
Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
Selling advanced tickets to your event is like an insurance policy against all these things. Things happen. People get busy. They use up all the money from their current paycheck. But if they have a ticket to your event, they will probably come. But not all of them will. People will spend incremental revenue.And because redemption won’t be 100%, you can even afford to discount tickets and/or offer free shipping off the gate price, and still make more than you would have.
We take lots of time to develop the visual brand, because it is the first thing people will notice.
Don’t overwhelm with navigational choices, or people will leave your site.Make your information hierarchical; Help them KNOW where to go.
Lots of photos, things for people to click
Facebook or Tweet your ENTIRE EVENT
Facebook or Tweet an EVENT FEATURE
Facebook or Tweet a PHOTO of an event feature#1 we all know nothing sells an event like photos. Photos are also an EXTREMELY personal way to share an event, especially if the photo is of them. This is one of the great things about localized eventsAbout half of young Americans find their news through Facebook. Do you make it easy for people to share content and articles?
Sometimes, however, your guy isn’t available.
By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
Newspapers, TV, magazines
Getting people from their newspapers to online – this was HARD!
If you’re doing it, so are your customers. Figure out ways to market that link different forms of technologyTablet/Laptop/Phone/TV: Pick two and link them
You can see it’s not, just by the numbers of accounts and messages sent every day!
DASHBOARD WITH IT CIRCLED, MAIN SAFFIREMAIL PAGE AND CREATING A CAMPAIGNSAVE WEBPAGE AS EMAIL
The essence of Facebook is trying to get into people’s news feeds. I will warn you that as a business, it’s getting harder. LIKE us for more info about the happy hour!
Videos account for 50% of all online traffic as of January 2012
Facebook bought Instagram earlier this year. Guess how much they paid? 1 billion dollars!Mainly for mobileKnown for image “doctoring”Trends younger
Videos account for 50% of all online traffic as of January 2012
